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1
As presented in "Hot Stuff," tried-and-true marketing strategies from the past will not work with today's consumers, because the current U.S. population is:
A)younger, on average, than in the past.
B)a more homogenous group than previous populations.
C)faced with more leisure time than previous generations.
D)more jaded toward sales and marketing pitches than consumers of the past.
2
As suggested in "Hot Stuff," to reach and influence modern consumers, marketers must:
A)utilize the latest technology.
B)tap into the nostalgia of the past.
C)avoid electronic marketing.
D)focus on very young consumers.
3
As stated in "Hot Stuff," successful multicultural marketing involves portraying people of various ethnic backgrounds in mainstream American scenes.
A)True
B)False
4
In discussing the business climate of the current recession, the author of "Evolve," notes that:
A)once the crisis passes, a period of uninterrupted prosperity will begin.
B)the new normal is constant turbulence.
C)this is not the time to try new things.
D)consumers have become less cautious.
5
According to "Evolve," research by the Nielsen company has found that:
A)new products launched during recessions do not succeed.
B)consumers' willingness to buy innovative products fluctuates broadly.
C)it is difficult to assess consumer buying patterns during recession.
D)if a product solves a problem, people will buy it.
6
As pointed out in "Evolve," recession is a good time to reexamine your business model for weaknesses in light of the economy.
A)True
B)False
7
As discussed in "Unmarketables," Denny's Corp. has extended its successful free-meal giveaway by offering free meals through:
A)a membership scheme.
B)Facebook.
C)email.
D)Twitter.
8
As cited in "Unmarketables," the senior vice president of The Cheesecake Factory says one reason the company enjoyed better than expected sales in the first quarter of 2009 was the introduction of a menu featuring:
A)Vegetarian Delights.
B)Small Plates & Snacks.
C)Scratch-Off Game Cards.
D)Select 'n' Share.
9
According to "Unmarketables," HFCS is a corn-derived sweetener that is nearly identical in chemical composition to sugar.
A)True
B)False
10
As reported in "Six Strategies for Successful Niche Marketing," finding a profitable new niche means looking for areas where:
A)consumers are dissatisfied with the quality of existing choices.
B)there are possible variations to be made in existing choices.
C)the same skill sets can be valued.
D)there are no offerings yet for consumers.
11
As discussed in "Six Strategies for Successful Niche Marketing," for decades, the launch of new, narrowly focused products was blocked by:
A)consumer uncertainty.
B)lack of competition.
C)advertising inefficiencies.
D)high cost.
12
According to "Six Strategies for Successful Niche Marketing," variety and standardization rarely coexist profitably.
A)True
B)False
13
As shared in "The Secrets of Marketing in a Web 2.0 World," some of the companies the authors talked with have discovered an online virtual world where millions of users interact with each other through avatars, specifically the virtual world:
A)First Look.
B)Second Life.
C)Third Home.
D)Fourth Universe.
14
As noted in "The Secrets of Marketing in a Web 2.0 World," some managers check to see if there is any buzz around their new products by keeping an eye on such popular-topics trackers as:
A)Its.Hot.com.
B)NowNowNow.org.
C)Del.icio.us.
D)Figg.com.
15
As suggested in "The Secrets of Marketing in a Web 2.0 World," marketing managers are finding that, as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past.
A)True
B)False
16
As set forth in "The Branding Sweet Spot," the three means of achieving marketing balance include all of the following, except:
A)alternate.
B)maintain.
C)divide.
D)reconcile.
17
As noted in "The Branding Sweet Spot," the concept of "user imagery" is what exemplifies brand:
A)positioning.
B)attributes.
C)intangibles.
D)functionality.
18
As spelled out in "The Branding Sweet Spot," to realize marketing balance, it is necessary to create multiple meanings, multiple responses, and multiple effects with marketing activities.
A)True
B)False
19
According to Theodore Levitt in "Marketing Myopia (with Retrospective Commentary)":
A)simple growth is necessary for businesses to succeed.
B)common conceptions about industrial growth are valid.
C)successful businesses manufacture unique products.
D)successful businesses buy new vehicles for marketing products.
20
In his article "Marketing Myopia (with Retrospective Commentary)," Theodore Levitt cites the dangers of engaging in too much "research and development," particularly in the burgeoning electronics industry. Each of the following is an example of this tendency except:
A)managements of electronic firms are often top-heavy with engineers and scientists and are more prone to think in terms of product rather than customer need.
B)electronics companies luck out in terms of product orientation, because they are in a position of filling, not finding, markets.
C)engineer-managers believe deep down that consumers are fickle and unpredictable and so concentrate on something they can control.
D)electronics companies understand that their research is basically an attempt to stimulate new consumer needs.
21
According to "Marketing Myopia (with Retrospective Commentary),"there is no such thing as a growth industry; the concept is actually a myth.
A)True
B)False
22
Techniques for increasing customer loyalty, as pointed out in "Putting Customers First," can be broken down into all of the following general categories except loyalty:
A)technologies.
B)basics.
C)aspirations.
D)measurement.
23
Expectations of product quality, as maintained in "Putting Customers First," come from all of the following sources except:
A)experiences with similar products.
B)previous quality levels set by an organization.
C)information from competitors.
D)media reports.
24
Most customers, as noted in "Putting Customers First," will tell a business when they are dissatisfied with the service they receive.
A)True
B)False
25
As reported in "Making the Most of Customer Complaints," typically the biggest concern of customers who have lodged a service complaint relates to:
A)frugality.
B)self-image.
C)fairness.
D)anger.
26
As stated in "Making the Most of Customer Complaints," the chief aim of managers in service recovery is to:
A)placate disgruntled customers.
B)encourage repeat business.
C)protect the company image.
D)learn from service failures.
27
As noted in "Making the Most of Customer Complaints," customers have more tolerance for poor service than for poor service recovery.
A)True
B)False
28
As quoted in "When Service Means Survival," the claim that today's consumers expect "that anyone who is in the market with money to spend is going to get treated like a king" is the sentiment of:
A)Hertz spokesman Richard Broome.
B)BMW Vice President Alan Harris.
C)IKEA Group President Anders Dahlvig.
D)United Airlines CEO Glenn F. Tilton.
29
As reported in "When Service Means Survival," BMW cut its monthly loaner expenses by 10–15 percent by:
A)providing Wi-Fi to customers waiting for cars to be serviced.
B)loaning out cheaper cars.
C)offering car pick-up and delivery service.
D)making loaners available to long-term customers only.
30
As revealed in "When Service Means Survival," even the most devoted repeat customers of Zappos.com complain about the high shipping fees on both orders and returns.
A)True
B)False
31
As reported in "Become the Main Attraction," research among sales and marketing management leaders found that the majority:
A)report decreases in budgets for event marketing in 2010.
B)consider event marketing a minor component of their marketing plan.
C)do not do event marketing.
D)consider event marketing a top element for accelerating relationships.
32
As noted in "Become the Main Attraction," to be the most effective event marketer, you should set up shop:
A)in an area without competing marketers.
B)in a high-traffic location.
C)away from entrances or exits.
D)away from food areas.
33
As stated in "Become the Main Attraction," incentives such as samples are counterproductive in event marketing.
A)True
B)False
34
As put forth in "Beyond Products," after surveying hundreds of business-to-business manufacturers in a range of industries, interviewing many executives, and developing several in-depth case studies, the authors assessed the factors behind both success and failure, starting with:
A)an examination of the food-service industry.
B)three inspiring success stories.
C)what can go wrong.
D)a performance report card.
35
As explained in "Beyond Products," services, as opposed to products, typically:
A)deliver a regular stream of income.
B)require a greater fixed capital investment.
C)yield lower margins.
D)are easier for rivals to copy.
36
As advised in "Beyond Products," one of the smartest things a company can do is to start realizing that the same strategies that work for introducing new products will work for introducing new services.
A)True
B)False
37
According to "Imaginative Service," the number-one impact on customer relations is:
A)an honest working environment.
B)disciplined leadership.
C)prudent use of resources.
D)employee relations.
38
As reported in "Imaginative Service," Zappos.com has grown successful by:
A)offering low-cost products online.
B)aligning itself around customer service.
C)emphasizing speed above all else.
D)maximizing short-term profits.
39
As maintained in "Imaginative Service," trustful cultures do not encourage risk taking.
A)True
B)False
40
As reported in "Marketers, Come on Down!", Canoe Ventures-SelecTV will provide:
A)programming content.
B)indication of interactivity.
C)high-definition technology.
D)advertising content.
41
As noted in "Marketers, Come on Down!", the application called Shop Savvy is set apart from others in that it:
A)can read bar codes.
B)offers price comparisons.
C)is available to consumers at point of sale.
D)gives users access to retailers' own product and pricing data.
42
According to "Marketers, Come on Down!", shoppers aged 18 to 34 are more likely than others to use online/mobile price comparison tools to check prices elsewhere when shopping in a retail store.
A)True
B)False
43
As stated in "Honest Innovation," innovation teams are willing to push ideas forward because:
A)they are held accountable.
B)achievement bears greater fruit than activity.
C)they often function in a laissez-faire atmosphere.
D)intentions are more important than results.
44
In discussing the launch of the Apple Newton, the author of "Honest Innovation" points out that:
A)it was at the urging of Apple loyalists.
B)CEO John Scully was opposed to the launch.
C)the Apple board was aware of the problems.
D)there were many documented problems with the product.
45
As noted in "Honest Innovation," Pontiac research before the launch verified that the Aztec was an ugly car.
A)True
B)False
46
In "Trust in the Marketplace," total trust is defined as the belief that a company and its people:
A)will always practice the Golden Rule.
B)will never take opportunistic advantage of customer vulnerabilities.
C)would be proud if their marketing practices were made public.
D)is value-oriented, not just market-driven.
47
An investigation discussed in "Trust in the Marketplace" revealed that, in an ethical breach of trust, many unsuspecting consumers had hidden charges tacked on when purchasing a new:
A)car.
B)mortgage.
C)personal computer.
D)life insurance policy.
48
As reported in "Trust in the Marketplace," Chrysler moved promptly to notify its customers of the problem when it was discovered that a safety latch on its minivan was inadequate.
A)True
B)False
49
As reported in "What Post-Recession Behavior Means for Marketers Today," a majority of economic analysts and futurists suggest that:
A)it is unlikely that there will be any long-term behavior trends among consumers.
B)economic growth will be spurred by pent up demand.
C)in the future the economy will be less dependent on consumer purchasing.
D)no permanent changes in consumer attitudes are likely to be seen.
50
As noted in "What Post-Recession Behavior Means for Marketers Today," the next hot markets are likely to be in:
A)areas with large concentrations of retirees.
B)the developing world.
C)Europe.
D)North America.
51
As pointed out in "What Post-Recession Behavior Means for Marketers Today," massive governmental intervention has become a critical tool in the stimulation of future economic growth.
A)True
B)False
52
As noted in "Bertolli's Big Bite," with its pasta sauces and olive oils, Bertolli Brand North America has had a name in the U.S. market since the:
A)1980s.
B)1950s.
C)1920s.
D)1890s.
53
As mentioned in "Bertolli's Big Bite," by the time Bertolli made the move into frozen meals, the huge $5.7 billion market already was dominated by several brand heavyweights, including all of the following, except:
A)Stouffer's.
B)Birds Eye.
C)Banquet.
D)Hormel.
54
As discussed in "Bertolli's Big Bite," Bertolli recently launched a second-generation Mediterranean-style line featuring lighter sauces using more olive oil and wine.
A)True
B)False
55
A decade ago, as described in "Youth Marketing, Galvanized," marketers looking to target the youth segment focused on:
A)movie theaters.
B)rock concerts.
C)local shopping malls.
D)MTV.
56
In trying to attract a young audience, as pointed out in "Youth Marketing, Galvanized," marketers are mostly looking for:
A)high-tech images.
B)musical connections.
C)creativity.
D)interactive experiences.
57
Compared to a decade ago, as cited in "Youth Marketing, Galvanized," the marketing budget for Sony's PlayStation video game console devotes less than half of its funds to broadcast advertising.
A)True
B)False
58
As reported in "Marketing to Kids Gets More Savvy with New Technologies," family physician Wayne Altman is particularly concerned about:
A)use of popular music in children's advertising.
B)Cap'n Crunch.
C)embedded movie ads in children's programming.
D)Ronald McDonald.
59
As noted in "Marketing to Kids Gets More Savvy with New Technologies," the special focus of 77Kids is:
A)toddlers.
B)kindergarteners.
C)6-8-year olds.
D)10-year olds.
60
As observed in "Marketing to Kids Gets More Savvy with New Technologies," marketing consultant James McNeal says that children have little influence on household expenditures.
A)True
B)False
61
As identified in "It's Cooler than Ever to Be a Tween," the label "first tweens" refers to:
A)Malia and Sasha Obama.
B)the preteen children of Gen-Xers.
C)the Olsen twins.
D)oldest siblings who are aged 8–12.
62
As noted in "It's Cooler than Ever to Be a Tween," it was reported by USA Today that, of 500 tweens asked about their TV viewing in the previous week, 82 percent had watched:
A)CNN.
B)Nickelodeon.
C)a home shopping channel.
D)Disney.
63
As related in "It's Cooler than Ever to Be a Tween," a Youth Trends study found that nearly two-thirds of kids 8 to 12 do not have a cell phone.
A)True
B)False
64
Business growth, as asserted in "Sowing the Seeds," can only occur when companies can:
A)innovate rapidly to capture new market segments.
B)convince customers that their products offer greater value compared to competitors.
C)change customer behaviors related to the buying process.
D)appear more service-oriented regarding their customers than their competitors.
65
Too often, as described in "Sowing the Seeds," companies make the mistake of treating customer acquisition and retention as:
A)opportunities for gimmicks.
B)independent processes.
C)the same process.
D)afterthoughts in devising clever marketing plans.
66
As pointed out in "Sowing the Seeds," the consumer purchasing process today operates in a far more complex world than ever before.
A)True
B)False
67
According to "The Tyranny of Choice: You Choose," the landmark experiment involving choices of jam in a California supermarket found that:
A)the more choices people had, the more jam they bought.
B)people who had fewer options bought more jam.
C)price drives selection more than the range of options.
D)the more choices there were, the fewer people stopped to look at the display.
68
As noted in "The Tyranny of Choice: You Choose," Renata Salecl maintains in her book Choice that having many choices in the area of seduction:
A)lowers expectations of happiness.
B)implies that the choice of a partner is time-consuming and complex.
C)nourishes the hope of making an ideal choice.
D)leads to greater satisfaction.
69
As pointed out in "The Tyranny of Choice: You Choose," German shoppers are especially put off by having too many choices.
A)True
B)False
70
In exploring the effect of the recession on luxury purchasing, the author of "A Shift in Meaning for 'Luxury'," notes that:
A)the recession made everyone stop and rethink luxury purchases.
B)luxury spending has not gone down in amount.
C)affluent consumers are not looking for discounts.
D)designer labels are no longer a selling point.
71
As stated in "A Shift in Meaning for 'Luxury'," the four brands most admired by Americans with six digit incomes include all of the following except:
A)Bose.
B)Coach.
C)Dell.
D)Best Buy.
72
As reported in "A Shift in Meaning for 'Luxury'," most wealthy women buy name-brand products regardless of price.
A)True
B)False
73
As reported in "Logoland: Why Consumers Balk at Companies' Efforts to Rebrand Themselves," among the attitudes companies have gone out of their way to encourage is:
A)brands belong to companies, not to consumers.
B)input is welcome in internal corporate operations.
C)emotional attachment to a company is not rational.
D)consumers have no power beyond purchasing.
74
As noted in "Logoland: Why Consumers Balk at Companies' Efforts to Rebrand Themselves," the proposed change in the Starbucks logo:
A)stresses the word coffee.
B)removes the female figure.
C)removes the word Starbucks.
D)only involved changing the color.
75
As pointed out in "Logoland: Why Consumers Balk at Companies' Efforts to Rebrand Themselves," consumers believe that they have more power in an increasingly crowded market for goods.
A)True
B)False
76
As noted in "The Very Model of a Modern Marketing Plan," the most successful marketing plans:
A)involve the entire business.
B)are limited to the marketing department.
C)avoid reliance on customer relationships.
D)focus on the attributes of the product or service.
77
As described in "The Very Model of a Modern Marketing Plan," the interaction between a company and its customers can best be considered as:
A)antagonistic.
B)the meeting between two equals.
C)a relationship.
D)similar to the interaction between a student and teacher.
78
As explained in "The Very Model of a Modern Marketing Plan," most experts recommend establishing five or six goals to be met by a marketing strategy.
A)True
B)False
79
The main reason why new products fail in the marketplace, as pointed out in "Surveyor of the Fittest," is that:
A)there is no demand for the product.
B)the product is late entering the market.
C)the company made poor pricing decisions.
D)the quality of the product is low.
80
Senior executives can use the research methodology presented in "Surveyor of the Fittest" to:
A)conduct their own research, without the expense of hiring an outside agency.
B)learn from past mistakes.
C)evaluate the work of their subordinates.
D)gauge the chances of their competitors' success.
81
Industry research, as cited in "Surveyor of the Fittest," demonstrates that three-quarters of new product launches fail in the marketplace.
A)True
B)False
82
According to "Brand Integrity," among the functions of an excellence audit are all of the following except:
A)identifies the most promising places to target improvement.
B)exposes barriers to progress.
C)redefines the purpose of your brand.
D)provides clarity and focus.
83
In "Brand Integrity," a cornerstone of the author's argument is that the customers that must come first are:
A)employees.
B)brand-new customers.
C)repeat customers.
D)dissatisfied customers.
84
As pointed out in "Brand Integrity," in tough economic times, the focus should be on new clients.
A)True
B)False
85
As discussed in "Brand Apathy Calls for New Methods," the scary number the researchers found in both of the categories they studied was the large numbers:
A)of non-switchable consumers.
B)of high-intensity brand loyalists.
C)who had a strong belief that private labels are inferior.
D)of no-preference consumers.
86
As stated in "Brand Apathy Calls for New Methods," the supermarket chain with the top Net Promoter score was:
A)Publix.
B)Wegman's.
C)Safeway.
D)Wal-Mart.
87
As observed in "Brand Apathy Calls for New Methods," major national brands are challenged now as never before.
A)True
B)False
88
As reported in "Should You Launch a Fighter Brand?", in launching a fighter brand, a company must use the consumers' coordinates of value to:
A)appeal to all markets.
B)deliberately miss one target segment while hitting another.
C)meet challenges of competitors without sacrificing quality.
D)make more profit with less cost.
89
As noted in "Should You Launch a Fighter Brand?", the reason that Saturn was not a successful fighter brand was that it:
A)was too closely tied to the parent company.
B)had consistently low repurchase rates.
C)lost money.
D)had a unique dealership network.
90
As stated in "Should You Launch a Fighter Brand?", the majority of fighter brands are failures.
A)True
B)False
91
As reported in "Everybody Loves Zappos," Tony Hsieh contends that Zappos could expand into any business:
A)without bricks and mortar facilities.
B)retailing consumables.
C)where customer service is paramount.
D)needing large scale capital.
92
As noted in "Everybody Loves Zappos," Tony Hsieh contends that his entire business revolves around:
A)happiness.
B)profit.
C)efficiency.
D)fairness.
93
As pointed out in "Everybody Loves Zappos," Zappos offers new hires money to quit after they complete their training.
A)True
B)False
94
In business-to-business markets, as set forth in "Rocket Plan," innovation is often driven by:
A)the insecurity of company founders.
B)new hires looking to make their mark.
C)defined customer needs.
D)technological possibilities.
95
Murphy's Law, as defined in "Rocket Plan," is the belief that:
A)there are always at least a few customers for any product.
B)anything that can go wrong will go wrong.
C)most products will fail in their initial launch.
D)customers consider price over all additional benefits.
96
In most industries, as maintained in "Rocket Plan," the quickest path to new revenue growth comes from increasing market share in existing markets, rather than through new product innovation.
A)True
B)False
97
According to "Competing Against Free," the only top-50 U.S. Metropolitan market for classified advertising that is not dominated by Craig's List is:
A)Baltimore.
B)Honolulu.
C)Pittsburgh.
D)Salt Lake City.
98
As reported in "Competing Against Free," Galderma built Epiduo's market share quickly in the United States by:
A)rebating consumers' out-of-pocket costs for up to a year.
B)bundling the product with free skin-care products.
C)re-patenting Benzac.
D)aggressive advertising contrasting the product to GlaxoSmithKline's Durac.
99
As pointed out in "Competing Against Free," the Finnish telecommunications company Blyk offers free cell-phone minutes exclusively to senior citizens.
A)True
B)False
100
In their discussion of mega distributors, the authors of "The Devolution of Marketing" contend that the megas:
A)encourage manufacturers to broaden their range of offerings.
B)increase profit margins for innovative producers.
C)accelerate innovation into commodity.
D)strengthen brand integrity.
101
As noted in "The Devolution of Marketing," Sarah Calhoun's Red Ants Pants:
A)are marketed through hardware retailers.
B)are a low-price alternative to Dickies.
C)use only American-grown cotton.
D)are targeted for women in the construction industry.
102
As pointed out in "The Devolution of Marketing," companies that keep a tight rein on distribution have a greater ability to control after-sales service.
A)True
B)False
103
As spelled out in "In Lean Times, Retailers Shop for Survival Strategies," one of the recession-survival strategies of Target, J.C. Penney, Macy's, and Neiman Marcus is a re-examination of four areas that will be most evident to shoppers, including all of the following, except:
A)inventory.
B)staffing.
C)store openings.
D)executive image.
104
According to "In Lean Times, Retailers Shop for Survival Strategies," the largest department store chain in the United States is:
A)Target.
B)J.C. Penney.
C)Macy's
D)Wal-Mart.
105
As cited in "In Lean Times, Retailers Shop for Survival Strategies," analyst Bill Dreher notes that "All the department stores are vulnerable because they are about 80% apparel and 20% home goods."
A)True
B)False
106
As reported in "Retail Therapy," Li Ning is a hero in China because of his:
A)aerial lap at the Beijing Olympics.
B)financial success in the Beijing stock market.
C)omnipresence in Chinese television advertising.
D)performance in the 1984 Olympics.
107
As stated in "Retail Therapy," Li Ning started his company because he:
A)needed funds to finance his charitable endeavors.
B)wanted Chinese athletes to have the option to wear a Chinese label.
C)did not like the way American sportswear felt.
D)wanted to capitalize on his success.
108
As noted in "Retail Therapy," Chinese efforts to grow domestic brands that can compete in the world have not been particularly successful.
A)True
B)False
109
According to "Williams-Sonoma's Secret Sauce," Howard Lester's success at Williams-Sonoma is related to his passion for:
A)French cuisine.
B)shopping.
C)entertaining.
D)business.
110
As reported in "Williams-Sonoma's Secret Sauce," at the time Howard Lester came to Williams-Sonoma, he found at the company:
A)more debt than revenue.
B)financial shakiness.
C)complex business systems.
D)a demoralized corporate culture.
111
As stated in "Williams-Sonoma's Secret Sauce," when Williams-Sonoma went public, the majority of its corporate revenue came from catalogue sales.
A)True
B)False
112
According to "Fellow Graduates, before We Greet the Future, a Word from My Sponsor," Kenya Mejia's graduation stunt took the form of publicly professing a passion for:
A)a girl in her class.
B)a boy in her class.
C)the star of the movie.
D)her actual boyfriend.
113
As reported in "Fellow Graduates, before We Greet the Future, a Word from My Sponsor," Kenya Mejia's stunt at her graduation:
A)cost her her diploma.
B)cost her her boyfriend.
C)embarrassed the person for whom she proclaimed passion.
D)was a plug for a movie.
114
As pointed out in "Fellow Graduates, before We Greet the Future, a Word from My Sponsor," Kenya Mejia was not paid for her participation in the stunt at her graduation.
A)True
B)False
115
As reported in "What's Your Social Media Strategy?", a predictive practitioner approach works well for businesses:
A)seeking to avoid uncertainty.
B)that do not require results that can be measured with established tools.
C)with large initiatives designed for predictive results.
D)that enable large-scale interactions that extend to external stakeholders.
116
According to "What's Your Social Media Strategy?", the information technology services company EMC is classified as a:
A)predictive practitioner.
B)social media champion.
C)creative experimenter.
D)social media transformer.
117
As pointed out in "What's Your Social Media Strategy?", creative experimenters are driven in part by small budgets.
A)True
B)False
118
According to "20 Highlights in 20 Years," 37 advertisers aired 55 Super Bowl ads in 2008, paying an average $2.7 million per:
A)30 seconds.
B)minute.
C)90 seconds.
D)3 minutes.
119
As mentioned in "20 Highlights in 20 Years," the 1995 Super Bowl aired the classic ad that introduced:
A)Spuds Mackenzie.
B)the Budweiser frogs.
C)Cindy Crawford.
D)Dennis Hopper's "ballet of bulldozers."
120
As assessed in "20 Highlights in 20 Years," the Super Bowl ad that McDonald's created for the 1993 Super Bowl—pitting Michael Jordan against Larry Bird in a contest for a Big Mac—was a "Big Mistake."
A)True
B)False
121
As stated in "Emerging Lessons," when dealing with low-literacy shoppers, store personnel should:
A)accompany shoppers around the store.
B)be sensitive to shoppers' needs.
C)be flexible about pricing.
D)avoid offering individualized attention.
122
In "Emerging Lessons," the author's research on low-literacy consumers has found that they:
A)approach purchasing decisions differently than other consumers.
B)enjoy shopping in new venues.
C)have comparable math skills to other consumers.
D)process marketing decisions the same way as other consumers.
123
As pointed out in "Emerging Lessons," low-literacy consumers tend to have trouble with abstract thinking.
A)True
B)False
124
As noted in "Three Dimensional," the most brand-conscious and status-conscious of these nations is:
A)Korea.
B)China.
C)Singapore.
D)Japan.
125
As made clear in "Three Dimensional," the products that would be least likely to succeed in Japan would be products that were:
A)high-priced.
B)mid-range priced.
C)low-priced.
D)targeted at younger consumers.
126
As pointed out in "Three Dimensional," of the nations profiled, Japan is the most profitable market for luxury goods.
A)True
B)False
127
As identified in "What's Your Social Media Strategy?", the most advanced economies in Africa include:
A)Botswana.
B)Angola.
C)Kenya.
D)South Africa.
128
As pointed out in "What's Your Social Media Strategy?", the nation of Ghana is likely to see increased tax revenues because of recent:
A)political upheaval.
B)oil discoveries.
C)legislative reform.
D)infrastructure improvements.
129
As noted in "What's Your Social Media Strategy?", Africa's economy grew during the recent global recession.
A)True
B)False
130
As reported in "What the West Doesn't Get about China," the first Western automaker to enter China was:
A)Toyota.
B)Volkswagen.
C)Volvo.
D)Audi.
131
As noted in "What the West Doesn't Get about China," products in which China ranks number one in the world in consumption include:
A)jewelry.
B)home appliances.
C)medicines.
D)luxury goods.
132
As pointed out in "What the West Doesn't Get about China," the power of Western governments to impose their will on China is diminishing rapidly.
A)True
B)False





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