Marketing Management 14th Edition

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 63) ________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors,

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 10 Crafting the Brand Positioning 1) All marketing strategy is built on STP segmentation,

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 61) A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 63) A job-shop specialist ________. A) sells only in a certain locality, region, or area of the world B) customizes

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 11 Competitive Dynamics 1) The ________ has the largest market share and usually shows

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 12 Setting Product Strategy 1) A ________ is anything that can be offered to

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 66) Purchasers of theatre tickets receive a 20% discount if they purchase and pay for the full season at one

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 64) Gloria goes to the same bagel shop every morning because the workers there remember her name and know her

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 13 Designing and Managing Services 1) Which of the following is a characteristic of

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 14 Developing Pricing Strategies and Programs 1) When consumers examine products, they often compare

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 71) When hotels drop their rates on the weekends, then this form of price discrimination is known as ________. A)

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 68) RX Corp. is a large manufacturer of electronic goods and sells its products through distributors and retailers. In order

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 15 Designing and Managing Integrated Marketing Channels 1) ________ are sets of interdependent organizations

32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 119) List the four categories of non-store retailing and briefly explain each. Answer: Although the overwhelming bulk of goods and

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 16 Managing Retailing, Wholesaling, and Logistics 1) ________ includes all the activities in selling

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 66) A stock order point of 10 means ordering the product ________. A) every 10 days B) when stock falls

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 17 Designing and Managing Integrated Marketing Communications 1) ________ refers to the means by

32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 120) What are the elements of the marketing communications mix? Answer: The marketing communications mix consists of eight major modes of communication:

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 65) Which of the following marketing communications tools is most effective at the later stages of the buying process? A)

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 68) ________ are consumer promotion offers to consumers of savings off the regular price of a product, flagged on the

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 1)

32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 113) Sales promotions in markets of high brand similarity can produce a high sales response in the short run but

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 60) A company uses sales representatives for selling the company's more complex and customized products to large accounts, while using

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 2 Developing Marketing Strategies and Plans 1) The task of any business is to

19 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 19 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 19 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 56) Through its cutting-edge point-of-sale inventory management technology and highly efficient shipping practices, Walmart is able to keep its inventory

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 64) Adopters of new products move through five stages. These stages begin with ________ and follow with interest, evaluation, trial,

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 20 Introducing New Market Offerings 1) Which of the following is most closely related

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 62) A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 21 Tapping into Global Markets 1) What is a global firm? A) A firm

32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 111) Web-crawling technology searches for counterfeit storefronts and sales by detecting domain names similar to legitimate brands. Answer: TRUE Page

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Airfare (Scenario) The airfare for an economy class, one-way ticket from Los Angeles to New York is $500. Due to the recession, the airline manages to fill only 100 out of the 150 seats at $400 per seat. 64)

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 22 Managing a Holistic Marketing Organization for the Long Run 1) Appointing teams to

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 3 Collecting Information and Forecasting Demand 1) As the manager of an organization that

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 67) The sales goal set for a product line, company division, or sales representative of an organization is called ________.

18 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 18 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 18 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 58) All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________. A)

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 4 Conducting Marketing Research 1) ________ provide diagnostic information about how and why we

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 5 Creating Long-Term Loyalty Relationships 1) Which of the following is true for the

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 59) Using the information in his company's ________ lets a telemarketer respond to customer inquiries more effectively because he or

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 63) Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 6 Analyzing Consumer Markets 1) ________ is the study of how individuals, groups, and

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 7 Analyzing Business Markets 1) ________ refers to the decision-making process by which formal

20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 62) The partners in ________ systems are united in operational ways, but neither demonstrates structural commitment through legal means or

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 61) According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 8 Identifying Market Segments and Targets 1) Which of the following statements about market

32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 107) Purchasing approaches segmentation variables in the business marketplace include technology, user and nonuser status, and general purchasing policies. Answer:

21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 61) Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ of the brand value chain. A) program multiplier

1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1 Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Management, 14e (Kotler/Keller) Chapter 9 Creating Brand Equity 1) The first step in the strategic brand management process