Question

A) manufacturer's agent
B) selling agent
C) commission broker
D) commission merchant
E) selling broker

Answer 1

D

Answer 2

Answer: C

Answer 3

FALSE

Answer 4

B

Answer 5

Since it is no longer cost-effective to operate separate sales and marketing divisions, the brand names must be
changed. He should recommend that the change come in stages using a portion of the U.S. market as a test case
since both brand names are known in this market. Aggressive promotions among distributors and advertising of the
new brand name to customers would be necessary. After a specified time, it would then be determined how to enter
the international markets where either one brand name or the other is known. It is important not to lose already-
established markets. McDern needs to state the fact that the brand name change is a long-term decision that would
affect the longterm positioning of the company.

Answer 6

True

Answer 7

1. Understand the brand's target audience and the role mobile plays in their daily lives and their shopping habits.
2. Give consumers complete control of the data they share with brands.

3. Ensure that information provided to consumers is relevant to their current circumstances and has the potential to be immediately useful.

4. As search becomes increasingly important in the mobile arena, marketers need to take special care that their sites are optimized for mobile search.

5. Remember that B2B customers are also using mobile and expect content to be available in mobile formats.

6. Mobile experience is a key part of overall customer experience. It is often the entry point to the customer purchase journey and is likely to come into play at various touchpoints along the journey.

Answer 8

D

Answer 9

False

Economic needs are the buyer's need to purchase the most satisfying product for the money. Economic needs include price, quality (performance, dependability, durability), convenience of buying, and service.

Answer 10

C

Answer 11

a

Answer 12

False

Answer 13

Answer: D) marketing plan

Answer 14

1. best
2. rational decision-maker
3. unlikely
4. voluntary consumer loss

Answer 15

Tensions begin with the uncertain nature of the creative product. Although everybody understands that ads need to be "creative," there is no hard and fast rule that identifies "creativity" when it appears.

Moreover, some clients and agency managers have the perception that creatives spend a lot of time telling jokes, having fun, and "screwing around" as they let the creative wheels turn. But the other side may not be recognized—that creatives are continually pressed to come up with yet another totally "unique" and "original" concept, design, or slogan, often with little time and few resources. It is hard work to not only get the right creative idea but to convey it and produce it in a tangible form. The time and effort needed to do that is often dismissed or unseen by managers and clients. These types of misunderstandings aggravate client uncertainty, which in turn frustrates account executives and agency directors.

By nature, many creatives are provocateurs—they take risks, push envelopes, and sometimes step over the lines of ethics and good taste. Managers, to a degree, dislike too much edginess in a creative execution and often seek to minimize it, but in doing so, they may end up micro-managing the team rather than letting the final product speak for itself.

Answer 16

False

Answer 17

e. Psychographic segmentation.

Answer 18

FALSE

Answer 19

C

Answer 20

Answer: E

Answer 21

TRUE

Answer 22

When you go for an interview you have only one opportunity to give a positive impression of yourself. Whatever impression you give to a potential employer, he or she will likely retain that impression even if your behavior is different later on. One way to make a good impression is through packaging. Packaging is your way of promoting yourself to an employer. If your attitude is positive, you appear self-confident, and your appearance is neat and professional, the employer is going to notice you. Good packaging can help you stand out from the rest of the candidates.

Answer 23

B

Answer 24

C) less sweet; milk chocolate

Answer 25

B

Answer 26

Answer: C

Answer 27

TRUE

Answer 28

True

Most sales presentations follow the AIDA sequence. It can determine the amount of time spent by a sales rep on Attention, Interest, Desire, and Action.

Answer 29

Answer: C

Answer 30

D

Answer 31

Answer: E

Answer 32

1. False
2. False
3. True
4. True
5. True

Answer 33

True

Answer 34

d

Answer 35

Joint ownership is a type of joint venture. Joint ownership ventures consist of one company joining forces with foreign investors to create a local business in which they share possession and control. A company may buy an interest in a local firm, or the two parties may form a new business venture. Joint ownership may be needed for economic or political reasons. For example, the firm may lack the financial, physical, or managerial resources to undertake the venture alone. Alternatively, a foreign government may require joint ownership as a condition for entry. Often, companies form joint ownership ventures to merge their complementary strengths in developing a global marketing opportunity. For example, to increase its presence and local influence in China's mobile phone and tablets markets, chipmaker Intel recently paid $1.5 billion for 20 percent ownership in China's state-run Tsinghua Unigroup, which controls two domestic mobile chipmakers. The joint ownership investment will help Intel to better understand Chinese consumers. It may also help to earn more favorable treatment from Chinese regulators. So far, Intel has gone untouched by China's recent crackdown on foreign technology companies such as competitor Qualcomm and software makers Microsoft and Symantec. Joint ownership has certain drawbacks. The partners may disagree over investment, marketing, or other policies. Whereas many U.S. firms like to reinvest earnings for growth, local firms often prefer to take out these earnings; whereas U.S. firms emphasize the role of marketing, local investors may rely on selling.

Answer 36

Secondary data

Answer 37

longer brand engagement goals

Answer 38

False

Answer 39

C

Answer 40

The PPP measures how much of a product a currency can buy in a country. It takes into account the average price of identical products in different countries.

Answer 41

Answer: B

Answer 42

Answer: D

Answer 43

c

Answer 44

Answer: A

Answer 45

Patronage

Answer 46

Answer: A

Answer 47

Answer: A

Answer 48

A. bonus

Answer 49

B
In Latin America it is expected that the guest will arrive half an hour after the indicated time. To arrive at the specified time is indicative of poor manners and suggest that the guest is "very hungry."

Answer 50

D

Answer 51

Answer: D

Answer 52

Student answers will vary. Producers of convenience products and common raw materials typically seek intensive distribution as a strategy to stock their products in as many outlets as possible. The goods are available where and when consumers want them. Toothpaste, detergents, and soft drinks are examples of this kind of distribution.
Selective distribution is used when selling to more than one but fewer than all of the intermediaries who are willing to carry a company's products in a given market. Examples are name-brand blue jeans and computers.
Exclusive distribution is used when the producer wants to stock its products with only one or a few dealers in an area. Examples are expensive cars.

Answer 53

D

Answer 54

Answer: D

Answer 55

b