Mktg Chap 8

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Question 1

1.

Customer value is the relationship between company profits and company costs.

Answer

True

False

Question 2

1.

The most critical element for successful strategic planning is top management's support and participation.

Answer

True

False

Question 3

Question 3

1.

The manufacturer of Macho brand martial arts products was implementing a strategic plan when it sponsored a local karate tournament for teenagers.

Answer

True

False

Question 4

1.

ExxonMobil was fulfilling its philanthropic responsibility when it partnered with the National Fish and Wildlife Foundation to save the world’s remaining tigers by donating more than $11 million to establish the Save the Tiger Fund.

Answer

True

False

Question 5

Question 5

1.

Flexcar is a car rental agency that will rent cars by the hour. Hertz and Avis are part of Flexcar's competitive environment.

Answer

True

False

Question 6

Question 6

1.

Global marketing standardization:

Answer

is becoming less popular with the large multinationals

encourages product, packaging, and advertising variations for each nation or local market

actually raises production costs

presumes markets throughout the world are becoming more alike

is more popular with consumer products than with industrial goods

Question 7

Question 7

1.

Mattel lost millions of dollars on its international marketing campaign for Holiday Barbie dolls and accessories because Barbie prices were expressed in U.S. dollars and were set without regard for how they would translate into foreign currencies. The dolls were too expensive for most international markets. Mattel had a faulty _____ strategy.

Answer

pricing

countertrading

diversification

product penetration

product

Question 8

Question 8

1.

Miller has just purchased a new Allez A1 Specialized bicycle for $1,000. Miller realizes that the Allez A1 costs more than most bikes, and even at that price it doesn't come with a set of pedals. Even though other brands of bicycles cost much less than the Allez A1, Miller tells himself that the Allez A1 is more comfortable and has greater durability than most road bikes. As Miller wonders if he made the right purchase decision, he is experiencing:

Answer

attribute remorse

cognitive dissonance

evaluation distortion

consumer cognition

perceptual disharmony

Question 9

Question 9

1.

The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United States would not eat a freeze-dried sardine, much less feed it to their babies, indicates how _____ influences the consumer decision-making process.

Answer

culture

perception

motivation

family life-cycle stage

reference group membership

Question 10

Question 10

1.

Clayton’s purchase behavior is influenced by his love of rodeo, his patriotism, a fascination with agriculture, his love of country music, and his belief that everyone needs to enjoy life. All of these things are part of which personal influence on the consumer decision-making process?

Answer

attitude

personality

beliefs

lifestyle

experiential learning

Question 11

Question 11

1.

If DuPont runs advertisements encouraging people to buy clothing that contains Lycra (a DuPont product), this would be an attempt to influence derived demand.

Answer

True

False

Question 12

Question 12

1.

When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the...
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