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An assessment of which of the following would be MOST likely to appear in the marketing situation of a marketing plan? A. the marketing mix B. the break-even point C. the cultural environment D. an implementation schedule E. the company’s […]

________ refers to the sale of two or more goods or services as a single package for one price. A. Two-part pricing B. Captive pricing C. Price bundling D. List pricing E. Promotional pricing Which type of store carries several […]

Which of the following is the practice of marketing two or more products and/or services in a single package? A. multibranding B. co-branding C. line extending D. brand stretching E. bundling For a marketer repositioning an established brand for a […]

Examples of ________ segmentation variables include integrity, respect, and honesty. A. behavioral B. psychographic C. values D. loyalty E. needs The Consumer Bill of Rights includes the right to receive a fair settlement of just claims, including compensation for misrepresentation, […]

An advertisement that is scheduled to run three times during the network television broadcast of a college football game with an expected reach rating of 4.0 among men 18-24 would have a GRP of ________. A. 3 B. 4 C. […]

If a brand creates a perception of greater value through effective marketing, which of the following will be the most likely result? A) increased sales revenue B) decreased customer lifetime value C) decreased utility D) increased need E) decreased demand […]

A loyal customer is, by definition, the most profitable kind of customer. Brands are less important in the business-to-business environment than in the business-to-consumer environment. Answer: FALSE A company may have multiple business plans for its product portfolio. Answer: TRUE […]

Accounts payable and accounts receivable are both examples of ________. A. financial statements B. copy tests C. CRM metrics D. marketing metrics E. data analytics By definition, a(n) ________ is a community, nation, or group that shares common traditions, institutions, […]

After calculating the CLV of its customers, American Auto Supplies identified its most profitable customers and also found that a significant percentage of its customers are unprofitable. Which of the following actions would American Auto Supplies most likely take based […]

A product that falls below the fair value zone of a value map is perceived to deliver benefits that are ________ the product’s cost. A. greater than B. less than C. equal to D. unrelated to E. diminished by A […]

The marketing-mix classifications of the 7 Ps and the 4 Cs both take ________ marketing perspectives. A. technological B. partnership C. transactional D. relational E. traditional Based on the sample marketing plan in your text, contingency planning is most likely […]

Employees are part of a company’s ________. A. external environment B. internal environment C. political environment D. macroenvironment E. competitive environment ________ is the coordination of all internal and external activities that affect a company’s distribution process. A. Third-party logistics […]

Automobiles, haircuts, tutoring, and lighting fixtures are all examples of tangible products. Personal selling can take place in a business or nonbusiness environment. Answer: TRUE Both financial and nonfinancial goals are included in the company description, purpose, and goals section […]

One purpose of ________ research is to gather preliminary information that will help divide a broad research problem into smaller problems for subsequent research. A. exploratory B. causal C. explanatory D. primary E. scaled A SWOT analysis would most likely […]

Exploratory research is also known as causal research. People within the same demographic group typically also share psychographic characteristics. Answer: FALSE For customers with strong credit ratings, Jen’s furniture store offers a credit line with no interest for six months […]

Relationship marketing requires a company to make both a ________ and a ________. A. short-term plan; transactional plan B. short-term plan; data mining plan C. long-term plan; proper investment of company resources D. long-term plan; formal CRM commitment E. formal […]

Learning occurs through the interplay of all of the following EXCEPT ________. A. drives B. responses C. cues D. norms E. reinforcement It is most accurate to say that a business plan is used to communicate the performance and direction […]

The division of buyers into groups based on what they prefer and what motivates them to respond to marketing activities is ________ segmentation. A. behavioral B. psychographic C. values D. demographic E. needs The national economy and design trends are […]

Clean-Eaze, a producer of home cleaning products, has designed a new label for its window cleaner. Under the original 12 categories of marketing variables, Clean-Eaze has adjusted its promotions. Goods that are cross-docked are warehoused, but the warehouse does not […]

Intensive distribution seeks many outlets in a market, while selective distribution seeks only one outlet in a given market area. In the 1950s concept of the 12 categories of a marketing mix, ________ included decisions about which products to offer […]

When a company sets out to plan, implement, and control the personal selling function, the company is undertaking ________. A. sales design B. sales management C. group sales efforts D. co-op selling E. sales promotion Which of the following most […]

In business markets, ________ are finished products that organizations use to complete their own products. A. components B. equipment products C. processed materials D. MRO products E. raw materials A successful business is most likely to view its marketing department […]

All of the following are stages in the PLC EXCEPT ________. A. introduction B. growth C. maturity D. adoption E. decline Costs that are directly attributable to the production of a product or delivery of a service are referred to […]

A company is most likely to see increased customer loyalty by practicing which step of the CRM process? A. customer identification B. customer authorization C. customer differentiation D. customer retention E. customization Which of the following is a benefit a […]

A company’s business mission serves as a statement of ________. A. fact B. achievement C. purpose D. financial goals E. employee commitment Cybele is a part of the sales force at Lenses for Less, a company that sells contact lenses, […]

________ is a measure of how attentively audiences read, watch, or listen to a particular medium. A. Media reach B. Media impact C. Media engagement D. Media efficiency E. Impression ________ refers to the storage of goods awaiting transport or […]

The growth-market matrix developed by the Boston Consulting Group (BCG) is used to conduct a ________. A. SWOT analysis B. portfolio analysis C. promotion strategy D. scorecard assessment E. business mission assessment The optimal method for setting a media budget […]

In the BCG matrix, question marks are in a sector with little potential for growth. In most cases, two or more communication tools are used to reach a target audience. Answer: TRUE A luxury marketer must balance the need to […]

BRIC countries accounted for more than one-third of world economic growth in the most recent decade. The majority of consumers listen to and follow the product opinions of their friends and family members. Answer: TRUE A company in the process […]

The lighting in Jake’s Steak Restaurant is muted. The chairs are covered in leather and solid enough to last a lifetime, and each table is covered with a white linen cloth. The colors are limited to earth tones with an […]

The power or right of a legal or political entity to exercise its authority over a specific geographic area is referred to as ________. A. jurisdiction B. extraterritoriality C. power parity D. exchange control E. nationalization Which of the following […]

For the majority of consumers, the purchase of a breakfast cereal is a low-involvement choice. A test market has a profile similar to that of the control market, but it does not receive any special treatment. Answer: FALSE Marketers of […]

A strong brand that suspends advertising for several months will find that the majority of consumers quickly lose memory of the brand. A company that wants to market its new clothing line to running enthusiasts is a co-sponsor of a […]

Henry Ford’s philosophy was to improve the efficiencies of assembling each Model-T automobile so that its cost could be reduced further for increased consumer affordability. This reflects the ________ orientation. A) marketing B) production C) sales D) consumer E) relationship […]

Brand ________ answers the question “What should my brand stand for?” A. personality B. positioning C. alliance D. knowledge E. architecture When a customer lets a producer know something about its products or advertising, the customer is providing ________. A. […]

Avon is successful at giving customers alternatives to traditional store outlets. Avon uses ________, which does not require a customer to visit a store. A. locational merchandising B. social shopping C. mass retailing D. nonstore retailing E. broad geographic exchange […]

A company faces fixed costs of $100,000 and variable costs of $8.00/unit. They plan to directly sell their product to the market for $12.00. How many units must they produce and sell to break even? A. 20,000 B. 25,000 C. […]

The ________ environment includes factors that relate to the nature, quantity, and potential actions of a company’s competitors. A. cultural B. economic C. legal D. political E. competitive Which of the following is NOT a benefit a company would be […]

Multichannel conflict refers to conflicts between ________. A. multiple channel types B. channel members at different levels C. independent channel members at the same level D. consumer and business channels E. outbound and inbound channels Advertising, promotion, customer service, and […]

Sales contests are an example of consumer sales promotion. Durable goods are also known as soft goods. Answer: FALSE External marketing participants are not considered marketing stakeholders. Answer: FALSE Marathon runners are an example of a subculture. Answer: Answer: FALSE […]

A media flowchart contains the same basic information as a media plan in a more visual form. Consumers seldom make purchase decisions based solely on psychographics. Answer: TRUE The PLC represents the common pattern of evolution of sales and profits […]