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Q:
In Japan, intimate scenes between men and women are in bad taste, and in Saudi Arabia, such ads are outlawed.
Q:
A French winery packs its wine in a 40-foot container that is trucked to a port and then loaded onto an ocean-going vessel. This is an example of:
A) intermodal transportation.
B) inventory control.
C) hypermarketing.
D) "cherry picking" a product.
E) containerization.
Q:
In China, a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.
Q:
When a company uses intermodal or multimodal transportation, it is:
A) using multiple channels.
B) using land and water shipping.
C) shipping via more than one railroad line.
D) using the services of both UPS and FedEx.
E) using different size containers for shipment.
Q:
A buttery spread designed to help lower cholesterol levels is a product with a number of new competitors entering the market. This product is most likely in the introduction stage of its product life cycle.
Q:
"Containerization" refers to a company's:
A) designing attractive product packaging that will help a product "sell itself."
B) use of computer technology to keep a lid on ("contain") distribution costs.
C) use of refrigerated warehouses for perishable products.
D) use of standard-sized shipping boxes that can be transported in various ways.
E) method of shipment by using oval size steel containers to fit different commodities.
Q:
In China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 since, in Cantonese, the pronunciation of the word "four" sounds similar to that of the word death.
Q:
Each year, the majority of new products introduced fail.
Q:
Which of the following transportation modes ranks lowest in capability?
A) truck
B) railroad
C) Internet
D) air
E) water
Q:
The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.
Q:
The length of the introduction stage of the product life cycle is typically the same for all products.
Q:
An important new tool for inventory management is:
A) ODW.
B) RFID.
C) LEGO.
D) VUCA.
E) EPOS.
Q:
In Chinese, the word beef connotes manliness, strength, and skill. Television commercials for the Quarter Pounder have sex appeal
Q:
Over the past 100 years or so, Binney and Smith's Crayola crayons have become household staples in more than 80 countries around the world. The company occasionally tinkers with the product's marketing mix to maintain market share. Crayola crayons are in the ________ stage of the product life cycle.
A) growth
B) extension
C) development
D) maturity
E) decline
Q:
By producing its ads in France, Revlon obtains effective television commercials at a much higher cost than it would pay for commercials produced in the United States.
Q:
Inventory management is:
A) determining what type of warehouse to manage.
B) establishing an inventory channel.
C) managing physical distribution of products.
D) purchasing products.
E) ensuring cost control.
Q:
Recently a company brought a miniature version of its cereal bars to market. The nugget-sized product was very successful because it was not messy. Another company then introduced a similar product under its own brand. Mini-cereal bars are most likely in the ________ stage of their product life cycle.
A) introduction
B) youth
C) growth
D) maturity
E) extension
Q:
The way a product's appeal or proposition is presented is called the "selling proposition."
Q:
There are numerous kinds of shampoo, including vitamin-enriched, fruit-enhanced, color-sensitive, therapeutic, and so on. Shampoo that simply promises to clean hair, however, has seen declining sales, has little or no advertising, and has been phased out by most manufacturers. Shampoo that makes no other promise than to clean hair is in the ________ stage of its product life cycle.
A) maturity
B) leveling
C) repositioning
D) withdrawal
E) decline
Q:
If a commodity raw material comes from Africa, gets refined in Asia, then shipped to South America for finishing, and finally transported to the Middle East and then sold around the worldthis represents a similar process used for products marketed by:
A) Exxon.
B) McDonald's.
C) Caterpillar.
D) IKEA.
E) Sears.
Q:
When creating global advertising, it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.
Q:
Order processing, warehousing, and inventory management are all functions pertaining to:
A) a polycentric orientation.
B) physical distribution and logistics.
C) sales promotion.
D) personal selling.
E) chain acquisition.
Q:
Kitchen dishcloths are often difficult to rinse clean and typically dry slowly. A company developed a disposable kitchen cloth that rinses easily and dries quickly. Because this is a new product to the market, it can be said to be in the ________ stage of its product life cycle.
A) competitive
B) trial
C) introduction
D) growth
E) youth
Q:
Some of the world's most memorable advertising campaigns originate from big ideas with an unlimited number of new executions. Such a campaign is said to have legs.
Q:
________ is the product life cycle period when sales fall off and profits drop.
A) Maturity
B) Decline
C) Development
D) Divestment
E) Leveling
Q:
Physical distribution and logistics are concerned with all but one of the following:
A) order processing.
B) warehousing.
C) inventory management.
D) transportation.
E) designing in-store displays.
Q:
Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company?
A) personal selling
B) advertising
C) public relations
D) sales promotion
E) publicity
Q:
Saks Fifth Avenue has ________ stores in the Middle East.
A) licensed
B) organic
C) franchise
D) joint venture
E) own-label focus
Q:
A manufacturer with a product in the decline stage of the product life cycle would most likely decide to ________ if there is reason to believe that there will be a residual demand for the product.
A) maintain the product without change
B) let existing stocks of the product run out
C) drop the product immediately
D) search for replacements
E) increase sales promotion efforts
Q:
In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 because:
A) prices ending in odd numbers are preferred in China.
B) there is no number four in the Chinese language.
C) the word four is pronounced similar to the word death in Cantonese.
D) multiple occurrences are considered as unlucky in China.
E) prices are not included on menus in China.
Q:
The entry global retailing market expansion strategies include all of the following except:
A) franchise.
B) chain acquisition.
C) departmental stores.
D) joint ventures.
E) organic.
Q:
A manufacturer of a product in the decline stage of its product life cycle would be LEAST likely to do which of the following?
A) continue producing the product for loyal users
B) reduce the advertising budget for the product
C) phase out production of the product
D) advertise heavily without changing the product or its target market
E) withdraw most marketing support for the product and rely on e-commerce
Q:
The words that are the spoken or written communication elements in advertisements are known as:
A) copy.
B) manuscript.
C) idea.
D) script.
E) writings.
Q:
When British entrepreneur Richard Branson established the first Virgin Megastore in Japan, he established a joint venture with the Marui retailing chain. Judging by the approach Branson used, he and his management team must have viewed Japan as:
A) culturally close and easy to enter.
B) culturally distant and easy to enter.
C) culturally close and difficult to enter.
D) culturally distant and difficult to enter.
E) culturally difficult and easy to enter.
Q:
In which stage of the product life cycle would a firm most likely use price reductions and reminder advertising to encourage customers to replace worn-out items?
A) growth
B) youth
C) maturity
D) adoption
E) leveling
Q:
In advertising, a(n) ________ is an agent who chooses graphics, pictures, type styles, and other visual elements and has general responsibility for the overall look of an advertisement.
A) art director
B) copywriter
C) IMC manager
D) PR practitioner
E) stylist
Q:
When British entrepreneur Richard Branson established the first Virgin Megastore in France, he invested a great deal of money to develop a retail space on the famous Champs-Elyses. Judging by the approach Branson used, he and his management team must have viewed France as:
A) culturally close and easy to enter.
B) culturally distant and easy to enter.
C) culturally close and difficult to enter.
D) culturally distant and difficult to enter.
E) culturally difficult and easy to enter.
Q:
Which stage in the product life cycle is usually the longest?
A) introduction
B) development
C) growth
D) maturity
E) decline
Q:
A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes as a place for love, memories, and laughter. This is a classic example of:
A) emotional appeal.
B) rational appeal.
C) selling proposition.
D) advertising appeal.
E) creative appeal.
Q:
Which approach to retail expansion is most appropriate when targeting a country that management considers both culturally close and easy to enter?
A) organic growth
B) chain acquisition
C) franchise
D) joint venture
E) own-label focus
Q:
In which stage of the product life cycle will promotional expenditures be especially high in an attempt to create consumer awareness?
A) product development
B) introduction
C) decline
D) maturity
E) youth
Q:
The choice between demonstration, slice-of-life, straight sell, and other advertising forms is a matter of the:
A) creative strategy.
B) advertising appeal.
C) selling proposition.
D) creative execution.
E) big idea.
Q:
When Walmart stores first expanded into Mexico, management established a joint venture with the country's largest retailer. Judging by the approach Walmart used, management must have viewed Mexico as:
A) culturally close and easy to enter.
B) culturally distant and easy to enter.
C) culturally close and difficult to enter.
D) culturally distant and difficult to enter.
E) culturally difficult and easy to enter.
Q:
The final stage in the product life cycle is ________.
A) maturity
B) decline
C) phasing out
D) harvesting
E) divestment
Q:
Ads based on a(n)________ appeal depend on logic and speak to the audience's intellect.
A) a rational
B) an advertising
C) an emotional
D) a localized
E) a melodramatic
Q:
In the axis which differentiates between retailers, IKEA falls in:
A) quadrant A.
B) quadrant B.
C) quadrant C.
D) quadrant D.
E) quadrant E.
Q:
Which stage in the product life cycle is characterized by rapidly increasing sales and increasing profits?
A) introduction
B) youth
C) growth
D) maturity
E) development
Q:
Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:
A) rational appeals.
B) emotional appeals.
C) SRC appeals.
D) melodramatic appeals.
E) localized appeal.
Q:
Which of the following correctly characterizes the retailing strategy of Benetton, IKEA, and Gap?
A) few product categories, own-label focus
B) few product categories, manufacturer brand focus
C) many product categories, own-label focus
D) many product categories, manufacturer brand focus
E) none of the above
Q:
The sales peak typically occurs during which stage of the product life cycle?
A) introduction
B) youth
C) development
D) maturity
E) leveling
Q:
In many parts of the world, McDonald's utilizes TV advertising that shows parents interacting with their happy children. Such advertising utilizes:
A) rational appeals.
B) emotional appeals.
C) SRC appeals.
D) melodramatic appeals.
E) localized appeal.
Q:
Which of the following categories best describes the approach of Britain's Marks & Spencer to global retailing?
A) few product categories, own-label focus
B) few product categories, manufacturer brand focus
C) many product categories, own-label focus
D) many product categories, manufacturer brand focus
E) none of the above
Q:
The marketing goal for a product in the growth stage of its product life cycle is to ________.
A) stabilize profit margins
B) encourage brand loyalty
C) reach peak sales levels
D) compete on the basis of price
E) maintain market share
Q:
The advertising promise that captures the reason that people buy products is known as:
A) creative strategy.
B) the advertising appeal.
C) the selling proposition.
D) the creative execution.
E) the big idea.
Q:
Which of the following correctly characterizes the retailing strategy shared by Toys "R" Us and Virgin Megastores?
A) few product categories, own-label focus
B) few product categories, manufacturer brand focus
C) many product categories, own-label focus
D) many product categories, manufacturer brand focus
E) none of the above
Q:
Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:
A) the growing concern about health hazards associated with smoking.
B) a dislike of global brands crowding out local brands.
C) a desire to return to communist-era policies.
D) a desire to comply with EU entry requirements.
E) the pressure from neighboring countries.
Q:
All of the following are stages in the product life cycle EXCEPT which one?
A) introduction
B) adoption
C) growth
D) maturity
E) decline
Q:
Which of the following statements is not correct?
A) Walmart pulled out of Germany and South Korea.
B) Best Buy closed several stores in China.
C) Home Depot pulled out of China.
D) Mattel closed its flagship Barbie store in Shanghai.
E) Tesco shout down Fresh & Easy stores in the United States.
Q:
The product life cycle concept can be applied by marketers as a useful framework for describing how ________.
A) to forecast product performance
B) to develop marketing strategies
C) a market responds to a product over time
D) product ideas are developed
E) a brand gains a dominant position in the market
Q:
Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have:
A) "life."
B) "legs."
C) "love."
D) "fun."
E) "toes."
Q:
All of the following stores are categorized as "superstores" except:
A) Toys "R" Us.
B) Home Depot.
C) IKEA.
D) Babies "R" Us.
E) The Body Shop.
Q:
What issues must be considered in selecting an advertising agency for global advertising?
Q:
Identify four different possible meanings of product quality.
Q:
When Walmart entered the German market, ________ were already entrenched.
A) Specialty retailers
B) Discount retailers
C) Hard discounters
D) Hypermarkets
E) Supermarkets
Q:
In December 2012, Australia implemented some of the world's most stringent antismoking regulations which included a ban on brand logos and prominent placement of graphic photographic images of smoking-related illnesses and disfigurement on cigarette packs.
Q:
What is the difference between total quality management (TQM) and the Six Sigma process?
Q:
Departmentalized, single-story retail establishments that offer food and nonfood items, mostly on a self-service basis are called:
A) Specialty retailers.
B) Supermarkets.
C) Convenience stores.
D) Discount retailers.
E) Hyper markets.
Q:
Companies that are centralized typically allow managers at the local subsidiary to make ad agency selection decisions.
Q:
Which of the following is the largest retailer in the world in terms of annual sales according to the top five global retailers, 2012?
A) Sears
B) Metro
C) Kmart
D) Carrefour
E) Walmart
Q:
What is the difference between ISO 9000 and ISO 14000?
Q:
Western advertising agencies still find markets such as China and Japan to be very complex, as Asian agencies find it just as difficult to establish local agency presence in western markets.
Q:
What is the difference between a product line and a product mix?
Q:
Which of the following doesnot qualify as a "category killer?"
A) Victoria's Secret
B) IKEA
C) Home Depot
D) Circuit City
E) Toys "R" Us
Q:
Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts, companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.
Q:
A car company is marketing a new car model that is larger and more luxurious than any of the models currently in the product line. It is also significantly more expensive. Explain the strategy this car company is using with its product line.
Q:
Channel decisions are important because:
A) commitments are flexible.
B) relationships change with time.
C) it is expensive to terminate.
D) issues can be solved by arbitration.
E) local laws do not protect agreements.
Q:
Most of the agency brands identified among the network agencies are full-service agencies involved in creating advertising as well as other services, such as market research, media buying, and direct marketing.
Q:
Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?
Q:
"Organized retail" is a term used to describe:
A) modern chain stores.
B) grocery stores.
C) local retail chains.
D) supermarkets.
E) hypermarkets.
Q:
By definition, ________ feature a narrow but deep merchandise mix and high levels of service.
A) department stores
B) specialty retailers
C) supermarkets
D) convenience stores
E) discount stores