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Relative advantage, compatibility, complexity, divisibility, and communicability are all characteristics of ________. A) alternative evaluations B) the degree of buyer involvement C) a product’s rate of adoption D) unexpected situational factors E) postpurchase behaviors Which of the following is true […]

By 2050, ________ will be an estimated 30 percent of the U.S. population. A) African Americans B) Asians C) Hispanics D) Native Americans E) Native Hawaiians Companies use secondary data, personal experience, and word of mouth to ________. A) identify […]

C-to-B online marketing often involves the interchange of information through Internet forums that includes customers’ praise for and complaints about products. A market segment consists of consumers who respond in different ways to a given set of marketing efforts. Answer: […]

Lark Inc., an American electronics company, is currently reviewing new geographical markets to sell its highly popular LED televisions. By 2020, it plans to open new stores across all the major South Asian cities. Lark is most likely following a […]

________ describes the feeling that salespeople have about their opportunities, value, and rewards for a good performance in a company. A) Culture shock B) Organizational climate C) Reverse culture shock D) Segregation E) Satisficing Coca-Cola cups prominently featured on episodes […]

Using an undifferentiated marketing strategy, a firm decides to target several market segments and designs separate offers for each. Tariffs are limits on the amount of foreign imports that a country will accept in certain product categories. Answer: FALSE A […]

Product stewardship involves minimizing not only pollution from production and product design but also all environmental impacts throughout the full product life cycle, while at the same time reducing costs. The EU acts as an umbrella organization which oversees GATT […]

Which of the following is the lowest level on which marketers can position their brands in target customers’ minds? A) beliefs and values B) product benefits C) product attributes D) after-sale services E) brand equity Mark has long supported a […]

________ refer to people in an organization’s buying center who affect the buying decision; they often help define specifications and provide information for evaluating alternatives. A) Users B) Influencers C) Buyers D) Gatekeepers E) Deciders Neighborhood shopping centers are also […]

Intermodal transportation refers to the combination of two or more modes of transportation. An organization’s department follows a customer-centered sense-and-respond philosophy. The department is most likely practicing the product concept. Answer: FALSE On the BCG matrix, “question marks” are high-growth, […]

Which of the following is the best example of a desirable product? A) breakfast cereal B) cigarettes C) effective but foul-tasting medicine D) junk food E) dental insurance Bose offers $50 cash back to customers who purchase a new speaker […]

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities. A) Virtual banks B) Intermediaries C) Price consultants D) Uniform-delivery networks E) Upstream partners Which of the following […]

Rather than assuming that strategic options are bounded by the current environment, firms adopting a(n) ________ to the marketing environment develop strategies to change the environment. A) environmental stance B) proactive stance C) reactive stance D) relativist approach E) no-compromise […]

Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning supplies for her custodial staff, using the same vendor and ordering relatively consistent amounts of the same products on each purchase. This is an example of ________. […]

Retailers first must position themselves in a market and then decide how they will define the target customers in these markets. Mail questionnaires can be used to collect large amounts of information at a low cost per respondent. Answer: TRUE […]

In the supplier selection stage, the buyer reviews supplier performance. The workload approach is used to determine the type of sales force structure required by a company. Answer: FALSE Product line filling is overdone if it results in cannibalization and […]

Which of the following statements is true about personal communication channels? A) A magazine advertisement exemplifies the use of a personal communication channel. B) All personal communication channels are directly controlled by a company. C) Personal communication channels do not […]

The strongest brands do not engage customers on a deep, emotional level. Human needs are shaped by culture and individual personality. Answer: FALSE A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and […]

Netnography research involves observing consumers in a natural context on the Internet. Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary. Answer: TRUE Sustainable marketing consists of five principles: consumer-oriented marketing, customer-value marketing, […]

Producers of convenience products and common raw materials typically seek exclusive distribution, a strategy in which they stock their products in as many outlets as possible. Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers […]

A market segment that is large or profitable enough to serve is ________. A) measurable B) accessible C) substantial D) profitable E) differentiable What is the primary advantage of printed catalogs? A) filtering out interested prospects B) offering immediate rebates […]

Trade-in allowances are most commonly used in the ________ industry. A) real estate B) automobile C) dairy products D) financial services E) health care Which of the following message execution styles focuses on the company’s skill and knowledge in making […]

Wholesaling includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. Small firms that can’t afford a competitive intelligence system often resort to using “in-house” experts to study competitors. Answer: TRUE […]

In a vertical marketing system, two or more companies at one level join together to follow a new marketing opportunity. Internal databases usually can be accessed more quickly and cheaply than other information sources. Answer: TRUE Though marketers may make […]

Market offerings are limited to physical products. Gary Hirshberg started the Stonyfield Farm yogurt company. His marketing strategy: building a casual bond with customers using guerilla marketing. This is an example of formulated marketing. Answer: FALSE During the presentation step […]

Product mix ________ refers to the total number of items a company carries within its product lines. A) length B) depth C) height D) width E) consistency Many managers think that “doing things right,” or ________, is as important as, […]

Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________. A) licensor B) supplier C) marketing intermediary D) local public E) general public The […]

Companies use PR to build good relations with consumers, investors, the media, and their communities. Marketing channel management calls for selecting, managing, and motivating individual channel members and evaluating their performance over time. Answer: TRUE The aim of advertainment is […]

Which of the following is most likely true about database marketing? A) Extensive use of databases seldom intrudes consumers’ privacy. B) Companies match customer needs and interests with products and services. C) It is legal for online sellers to plant […]

All of the following organizations are likely part of the institutional market EXCEPT ________. A) LaGrange Community Hospital B) Worthampshire Prison C) Lancaster Real Estate Company D) Water Street Nursing Home E) Millersville Community College Marketers are most effective when […]

If a company has numerous and complex products, it can adopt a product sales force structure in which the sales force specializes along product lines. Many companies now use customer profitability analysis to identify and weed out unprofitable customers. Answer: […]

Sears and Holiday Inn encountered difficult times because they did not stand out as the lowest in cost, highest in perceived value, or best in serving some market segment. Both companies are ________. A) niches B) jack-of-all-trades C) middle-of the […]

Critics have accused some producers of practicing ________ by using materials and components that will break, wear, rust, or rot sooner than they should. A) high-pressure selling B) short-term planning C) planned obsolescence D) nonfunctional warranty E) deceptive promotion A […]

When the price of a pack of Crispo potato wafers was increased from $4 to $5, the quantity demanded by local retail stores went down by 50%. Hence, the price elasticity of demand for Crispo is ________. A) -2 B) […]

________ involves essentially using the same marketing strategy approaches and marketing mix worldwide A) Adapted global marketing B) Ambush marketing C) Standardized global marketing D) Export marketing E) Niche marketing The perceived value of different product offers can be reasonably […]

Which of the following is characteristic of online social networks? A) use of one-way communication techniques B) negligible adoption rates C) guaranteed positive results D) easy methods to measure results E) user-controlled content A message showing a product’s quality, economy, […]

A(n) ________ consists of one or more independent producers, wholesalers, and retailers, each seeking to maximize its own profits, sometimes even at the expense of the system as a whole. A) multitiered supply chain B) conventional distribution channel C) intrinsic […]

Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This is an example of ________. A) mass marketing B) guerrilla marketing C) direct marketing D) multi-level marketing E) ambush marketing Which of the following acts requires that […]

Which of the following is most likely an advantage of survey research? A) The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations. B) Survey research allows researchers […]

Independent off-price retailers either are independently owned and run or are divisions of larger retail corporations. The first step in the selling process is prospecting€identifying qualified potential customers. Answer: TRUE Advertising media costs and availability differ vastly from country to […]

Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________. A) line extension […]

The introduction of new technologies is equally beneficial to all industries. Market leaders can grow by further increasing their market shares. Answer: TRUE Marketers must increasingly consider the special needs of traditional households because this segment of the population is […]

Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover “real beauty” and help women be happy just the way they are. As a result, the Dove Campaign for Real […]

All of the following are common uses for a direct marketing customer database EXCEPT ________. A) generating sales leads B) identifying prospective customers C) profiling customers based on previous purchases D) gathering marketing intelligence about competitors E) building long-term customer […]

The marketing concept that starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers takes a(n) ________. A) outside-in perspective B) product-centered make-and-sell philosophy C) inside-out perspective D) consumer-generated marketing approach E) […]

Under which promotional mix strategy does the producer direct its marketing activities (primarily advertising and consumer promotion) toward channel members to induce them to carry the product and promote it to final consumers? A) pull strategy B) blitz strategy C) […]

Which of the following terms is used to describe the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers? A) marketing environment B) marketing orientation C) strategic planning D) target […]

Which of the following is included in the third part of the marketing strategy statement? A) the planned value proposition B) distribution strategy C) the product’s planned price D) marketing budget E) the planned long-run sales Which of the following […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 1 Marketing: Creating and Capturing Customer Value 1) Which of the following is NOT an accurate description of modern marketing? A) Marketing is the creation of value for […]

Copyright © 2014 Pearson Education, Inc. 61) Government agencies design ________ to encourage energy conservation and discourage smoking, excessive drinking, and drug use. A) club marketing programs B) social marketing campaigns C) consumer-generated marketing campaigns D) ambush marketing campaigns E) […]

Copyright © 2014 Pearson Education, Inc. 99) For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management. Answer: FALSE Page Ref: 12 Skill: Concept Objective: 1-4 Difficulty: Easy 100) Customer-perceived value is defined as the […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 10 Pricing: Understanding and Capturing Customer Value 1) ________ refers to the amount of money charged for a product or service. A) Value B) Cost C) Price D) […]

Copyright © 2014 Pearson Education, Inc. 63) Which of the following is an external factor that affects pricing decisions in a company? A) the company’s overall marketing strategy B) the nature of the market C) the organizational objectives of the […]

Copyright © 2014 Pearson Education, Inc. 98) Milt Alden uses which of the following strategies for pricing his products? A) basing company price on competitors’ prices B) using everyday low pricing C) initiating an aggressive promotional campaign D) starting with […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 11 Pricing Strategies: Additional Considerations 1) Companies set not a single price, but a pricing ________ which covers different items in its line and changes over time as […]

Copyright © 2014 Pearson Education, Inc. 61) Low-interest financing and longer warranties are both examples of ________. A) segmented pricing B) promotional pricing C) product bundling pricing D) captive product pricing E) product-form pricing Answer: B Page Ref: 321 Skill: […]

Copyright © 2014 Pearson Education, Inc. 98) Failure to enter the current price into a retailer’s system may result in charges of ________. A) predatory pricing B) scanner fraud C) retail maintenance pricing D) discriminatory pricing E) price fixing Answer: […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 12 Marketing Channels: Delivering Customer Value 1) The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create products […]

Copyright © 2014 Pearson Education, Inc. 62) Which of the following is true of the exclusive distribution strategy? A) It makes products available to everybody, everywhere. B) It is used primarily for convenience items. C) It helps promote a brand’s […]

Copyright © 2014 Pearson Education, Inc. 98) When one of the stores complains that the jewelry they’re being given is inferior to the jewelry Kimberly sells to other stores, Kimberly experiences ________ conflict. A) horizontal B) multitiered C) vertical D) […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 13 Retailing and Wholesaling 1) ________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A) Franchising B) […]

Copyright © 2014 Pearson Education, Inc. 61) Which of the following wholesaler’s channel functions is exemplified by buying in carload lots and then dividing these lots into small quantities? A) warehousing B) transportation C) risk bearing D) bulk breaking E) […]

Copyright © 2014 Pearson Education, Inc. 94) Department stores carry narrow product lines with deep assortments within those lines. Answer: FALSE Page Ref: 375 Skill: Concept Objective: 13-1 Difficulty: Moderate 95) Self-service retailers serve customers who are willing to perform […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy 1) A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, […]

Copyright © 2014 Pearson Education, Inc. 61) Which of the following statements is true about personal communication channels? A) A magazine advertisement exemplifies the use of a personal communication channel. B) All personal communication channels are directly controlled by a […]

Copyright © 2014 Pearson Education, Inc. 99) Advertising involves a personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Answer: FALSE Page Ref: 407 AACSB: Communication Abilities Skill: Concept Objective: 14-1 Difficulty: […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 15 Advertising and Public Relations 1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales […]

Copyright © 2014 Pearson Education, Inc. 61) Which of the following is a new digital medium that is used by advertisers to reach consumers directly? A) mobile phone B) direct mail C) newspapers D) billboards E) television Answer: A Page […]

Copyright © 2014 Pearson Education, Inc. 102) The most important objective of a reminder advertising is telling the market about a new product. Answer: FALSE Page Ref: 435 Skill: Concept Objective: 15-2 Difficulty: Moderate 103) Persuasive advertising aims to build […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 16 Personal Selling and Sales Promotion 1) Which of the following is true with regard to personal selling? A) Personal selling entails personal presentations by a firm’s sales […]

Copyright © 2014 Pearson Education, Inc. 60) Which of the following refers to a closing technique used by salespeople? A) asking customers for referrals B) developing solutions to customers’ problems C) seeking out hidden objections D) reviewing points of agreement […]

Copyright © 2014 Pearson Education, Inc. 99) Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly guesses the date on which Waldo Stores was first established in the Boston area. Which type of sales promotion is […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships 1) Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This is an example of ________. […]

Copyright © 2014 Pearson Education, Inc. 61) By using Priceline.com, potential buyers can bid for airline tickets, hotel rooms, rental cars, cruises, and vacation packages. It is then up to sellers to decide whether or not to accept an offered […]

Copyright © 2014 Pearson Education, Inc. Refer to the scenario below to answer the following questions. The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 18 Creating Competitive Advantage 1) Gaining ________ requires delivering more value and satisfaction to target consumers than competitors do. A) competitive advantage B) first-mover advantage C) economies of […]

Copyright © 2014 Pearson Education, Inc. 61) Samsung and Apple are open to new ideas, relentlessly pursue new solutions, and work to get new products to market quickly. They serve customers who want state-of-the-art products and services, regardless of the […]

Copyright © 2014 Pearson Education, Inc. 103) At the narrowest level, a company can define its competitors as other companies offering similar products and services to the same customers at similar prices. Answer: TRUE Page Ref: 527 Skill: Concept Objective: […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 19 The Global Marketplace 1) Which of the following characterizes U.S. companies in the past? A) They paid significant attention to international trade. B) Their biggest markets were […]

Copyright © 2014 Pearson Education, Inc. 61) Which of the following is a political and legal factor that a company should consider before deciding to enter into a new country? A) monetary and trade regulations B) transportation structure C) population […]

Copyright © 2014 Pearson Education, Inc. 103) The General Agreement on Tariffs and Trade established the World Trade Organization (WTO), which replaced GATT in 1995 and now oversees the original GATT provisions. Answer: TRUE Page Ref: 555 AACSB: Dynamics of […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 20 Sustainable Marketing: Social Responsibility and Ethics 1) The marketing concept is a philosophy of ________. A) sales and profit maximization B) customer value and mutual gain C) […]

Copyright © 2014 Pearson Education, Inc. 61) At the most basic level of environmental sustainability, a company can practice ________. A) pollution prevention B) product stewardship C) beyond greening activities D) new clean technology E) sustainability vision Answer: A Page […]

Copyright © 2014 Pearson Education, Inc. 99) The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has long- term health benefits. This information indicates that the organic food sold by Bryant and […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 3 Analyzing the Marketing Environment 1) Dan has been directed to study the actors close to a company that affect its ability to serve its customers, such as […]

Copyright © 2014 Pearson Education, Inc. 62) As a consequence of the green movement, many companies are developing strategies and practices that support ________. A) government intervention B) environmental sustainability C) deregulation D) mass marketing E) rapid exploitation of natural […]

Copyright © 2014 Pearson Education, Inc. 102) Marketing services agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. Answer: TRUE Page Ref: […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 4 Managing Marketing Information to Gain Customer Insights 1) With the recent explosion of information technologies, ________. A) most marketing managers are overloaded with data and often overwhelmed […]

Copyright © 2014 Pearson Education, Inc. 61) Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm’s new sports shoe line. A team of researchers in the company invited 8 regular customers to talk about the […]

Copyright © 2014 Pearson Education, Inc. 98) A management information system (MIS) assesses information needs, develops needed information, and helps decision makers use the information. Answer: TRUE Page Ref: 103 Skill: Concept Objective: 4-1 Difficulty: Easy 99) Internal databases are […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 5 Consumer Markets and Consumer Buyer Behavior 1) All the individuals and households that buy or acquire goods and services for personal consumption make up the ________. A) […]

Copyright © 2014 Pearson Education, Inc. 62) If the consumer’s drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or […]

Copyright © 2014 Pearson Education, Inc. 97) Many families with children are now attracted to the shopping district in Forest Ridge. What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind? […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) ________ consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter. A) […]

Copyright © 2014 Pearson Education, Inc. 61) ________ is the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs. A) Product diversification B) Undifferentiated marketing C) Mass customization D) Differentiated […]

Copyright © 2014 Pearson Education, Inc. 96) In marketing his wooden pens and pencils to specialty-shop customers, Herb was most likely using ________ marketing. A) mass B) trigger-based C) concentrated D) segmented E) individual Answer: C Page Ref: 204-205 AACSB: […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 8 Products, Services, and Brands: Building Customer Value 1) Which of the following is true with regard to products? A) The quality of products is far more difficult […]

Copyright © 2014 Pearson Education, Inc. 58) A ________ consists of all the product lines and items that a particular seller offers for sale. A) product mix B) store brand C) supply chain D) value chain E) line extension Answer: […]

Copyright © 2014 Pearson Education, Inc. 98) Which of the following is a potential drawback of multibranding? A) Multibranding tends to decrease brand loyalty. B) Company resources are likely to be concentrated on a single brand. C) Multibranding curbs the […]

Copyright © 2014 Pearson Education, Inc. Principles of Marketing, 15e (Kotler/Armstrong) Chapter 9 New-Product Development and Product Life Cycle Strategies 1) Which of the following is a significant challenge presented by the product life cycle? A) new-product development B) static […]

Copyright © 2014 Pearson Education, Inc. 62) The innovation management system approach yields two favorable outcomes: it helps create an innovation-oriented company culture, and it ________. A) clearly assigns responsibility for the process to a single department B) yields a […]

Copyright © 2014 Pearson Education, Inc. 94) Which of the following stages of the new-product development was Evelyn involved in when she set up a demonstration booth to learn about consumers’ feelings toward her vacuum cleaner? A) concept testing B) […]

Which of the following is an example of an open-end question? A) How is voting going to help the nation? B) Do you like driving on the highway? C) How many children do you have? D) Would you like to […]

Click-only companies operate solely on the Internet. A discount store buys at less-than-regular wholesale prices and charges consumers less than retail. Answer: FALSE Department stores that practice everyday low pricing (EDLP) typically provide frequent sale days, early-bird savings, and bonus […]

Jean Malone, a market researcher, recently found that most people in Bradburg County purchase automobiles with predominantly functional designs and prefer darker colors. Which of the following marketing strategies should Jean most likely recommend to an automobile dealer interested in […]

Which of the following wholesaler’s channel functions is demonstrated when a wholesaler holds inventories and thereby reduces inventory holding costs and risks of suppliers and customers ? A) financing B) transporting C) buying and assortment building D) warehousing E) bulk […]

Which of the following best describes permission-based e-mail marketing? A) sending unsolicited, unwanted commercial e-mail messages B) sending requests to users to join online social networking communities C) sending e-mail pitches only to customers who “opt-in” D) offering free promotional […]

E-procurement has caused the time between order and delivery to increase significantly. Whereas environmentalists consider whether the marketing system is efficiently serving consumer wants, consumerists are concerned with marketing’s effects on the environment and with the environmental costs of serving […]

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________. A) self-service retailer B) limited-service retailer C) full-service retailer D) specialty store […]

Markup pricing is popular because when all firms in the industry use this pricing method, prices tend to be similar, so price competition is minimized. To the extent that a company can differentiate and position itself as providing superior customer […]

The affordable method involves setting promotion budgets to match competitors’ outlays. Kia Motors offers a new car model with the same features as other cars in the same segment. However, Kia’s model is priced higher than its two main competitors. […]

Ursula Jenkins, a fifty-one-year-old school teacher from Nebraska, believes that people should choose a profession they like, which is an example of Ursula’s ________. A) secondary belief B) core belief C) core value D) work ethic E) moral code A […]

As part of the rapid globalization of today’s economy, companies are selling more domestically produced goods in international markets and ________. A) taking a local view of their industry B) purchasing more supplies abroad C) reducing competition within their industry […]

Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________. A) geographic location B) economic factors C) cultural factors D) political factors E) socio-cultural factors ________ involves the […]

Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. People differ greatly in their readiness to try new products. In each product area, there are “consumption pioneers.” They are also […]

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________. A) selective retention B) selective attention C) selective distortion D) cognitive dissonance E) consumer ethnocentrism 7-Eleven, Stop-N-Go, and […]

Happy Pet is a large pet food company that has convinced the retailers and the wholesalers of the New England area to resell its products. Happy Pet promises to reimburse the advertising costs to its retailers and wholesalers for advertising […]

In a territorial sales force structure, as each salesperson travels within a limited geographic area, travel expenses are relatively small. Persuasive advertising aims to build a selective demand. Answer: TRUE The macroenvironment consists of the factors close to the company […]

Which of the following has lost population in the past two decades? A) California B) Florida C) the Western states D) the Northeast states E) the Southern states Which of the following is a trend that depicts the increasingly nontraditional […]

An individual’s attitudes are easy to change. Sales promotion consists of short-term incentives to encourage the purchase of a product or service. Answer: TRUE A demand curve shows the number of units the market will buy in a given time […]

Ralph works for a manufacturing company in Ohio. Recently, he called in a department manager to assist in the purchase of some heavy machinery. After consulting the department manager, Ralph is considering a change in product specifications and characteristics and […]

The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result. Marketing logistics involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption […]

A neighborhood shopping center has from 50 to more than 100 stores. The newer the buying task, and the more complex and costly the item, the lesser the amount of time the buyer will spend searching for suppliers. Answer: FALSE […]

A company cannot stretch its product line downward. Children exert little influence on family buying decisions. Answer: FALSE Neuromarketing involves measuring brain activity to learn how consumers feel and respond. Answer: TRUE Off-price retailers pay regular wholesale prices for their […]

Both citizens and government agencies are part of the consumerism movement. Product costs set the ceiling for prices. Answer: FALSE Encoding is the process by which the receiver assigns meaning to symbols. Answer: FALSE Customer-managed relationships are marketing relationships that […]

Customer perceptions of the product’s value set the floor for prices. Cost-based pricing involves setting prices based on consumer perception of value. Answer: FALSE A market is the set of actual and potential buyers of a product or service. Answer: […]

When The Candy Store sets a low initial price in order to get its “foot in the door” and to quickly attract a large number of buyers, the company is practicing market-skimming pricing. Companies in several industries have recognized the […]

In customer value-based pricing, price is considered along with all other marketing mix variables before the marketing program is set. The business analysis stage represents the first large jump in financial investment in the new-product development process. Answer: FALSE Return […]

Company growth through diversification involves offering modified or new products to the company’s current markets. Value-based pricing uses the sellers’ perception of value as the key to pricing. Answer: FALSE A firm can obtain new products through acquisition or new-product […]

Sparkling Valley, a luxury resort, prices cottages facing the lake higher than cottages that do not, even though the cottages and services offered are identical in every other aspect. This form of pricing is called ________. A) location-based pricing B) […]

E-tailers, such as Amazon.com and Expedia.com, that sell products and services directly to final buyers exclusively over the Internet are known as ________. A) brick-and-mortar companies B) click-and-mortar companies C) buy-here pay-here companies D) click-only companies E) shell companies Press […]

Downstream marketing channel partners, such as wholesalers and retailers, form a vital link between the firm and its customers. An experience such as a vacation can be defined as a market offering. Answer: TRUE Solutions selling ________. A) is often […]

Which of the following would lead to greater competition in the maturity stage of the PLC? A) overcapacity B) market pioneers C) poor management D) inadequate promotion E) diminishing budgets Which of the following is a disadvantage of using a […]

Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty? A) customer divestment B) customer-managed relationships C) the societal marketing concept D) partner […]

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter. A) Interactive marketing B) Service differentiation C) Service productivity D) Corporate image marketing E) Traditional external marketing Which of the following is true of […]

World product groups, geographical organizations, and international subsidiaries are all options for organizing a(n)________. A) export department B) indirect exporting venture C) joint ownership D) international division E) standardized global marketing strategy Which of the following marketing management orientations focuses […]

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment. A company that makes marketing decisions by considering consumers’ wants and long-run interests, the company’s requirements, […]

Casey Brickly opened The Landing, a convenience store on the north shore of Witmer Lake, in 1962. With a sandwich counter on one side and a bait shop and grocery on the other, The Landing was an immediate hit with […]

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. A) Motivation B) Perception C) Dissonance D) Learning E) Self-actualization Environmentalists assert that the marketing system’s goal should be to […]

Under the strategy of intensive distribution, the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories. Large-scale advertising conveys a positive message about the seller’s size, popularity, and success. Answer: TRUE […]

For market skimming to be successful, the cost of producing a smaller quantity of goods should not be higher than the prices charged. Customers located close to a firm are less likely to benefit from FOB-origin pricing than customers located […]

Advertising specialties include displays and demonstrations that take place at the point of sale. During the preapproach step of the selling process, the salesperson meets the customer for the first time. Answer: FALSE In the United States, the lines between […]

Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace. “At Trader Joe’s, our mission is to provide all our customers the best food and beverage values to be […]

Which of the following is an adverse effect of using promotional pricing? A) It makes shopping stressful if used by multiple stores simultaneously. B) It erodes the value of competing brands in the eyes of customers. C) It gives pricing […]

For international researchers, language is a primary obstacle. Producers use intermediaries because they create greater efficiency in making goods available to target markets. Answer: TRUE Critics of marketing view consumer interest in material things as a natural state of mind […]

When a product is in the maturity stage, the company should most likely consider ________. A) harvesting the product or market B) modifying the product, market, or marketing mix C) divesting the product line D) liquidating the firm’s assets E) […]

Sunset Lawn Service puts most of its resources into value-building marketing investments. The management at Sunset is practicing customer-value marketing. Product differentiation refers to the way a product is defined by consumers on important attributes-the place the product occupies in […]

Once the prototype of Wainwright Industries’ new riding lawnmower, made especially for women, passes product tests, the next step is ________. A) test marketing B) focus group surveys C) commercialization D) concept testing E) business analysis Which of the following […]

The interrelated departments within a company that influence marketing decisions form the ________ environment. A) cultural B) economic C) internal D) political E) technological Companies are doing less ________ and more ________ as a result of the explosive developments in […]

Online flash sales are used to create buying urgency and make buyers feel lucky to have gotten in on the deal. Foreign firms are expanding aggressively into new international markets, and home markets are no longer as rich in opportunity. […]

Environmental sustainability concerns have declined steadily over the past three decades. The uniform-delivered pricing strategy means that the goods sold are placed free on board a carrier with the customer paying the freight from the factory to the destination. Answer: […]

Changing promotions to suit local markets is known as ________. A) straight product extension B) ambush marketing C) communication adaptation D) product adaptation E) standardized global marketing Shoe Trends, a company that manufactures formal shoes for men and women, offers […]

Local publics include consumer organizations, environmental groups, minority groups, and others. At the narrowest level, a company can define its competitors as other companies offering similar products and services to the same customers at similar prices. Answer: TRUE Postpurchase behavior […]

During proposal solicitation, the buying center often will draw up a list of the desired supplier attributes and their relative importance. Retail convergence means lower competition for retailers and lower difficulty in differentiating the product assortments of different types of […]

All of the following are basic types of compensation plans for salespeople EXCEPT ________. A) straight commission B) straight salary C) salary plus commission D) salary plus company shares E) salary plus bonus Producers of strong brands sometimes sell to […]

Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver? A) decoder B) media C) encoder D) communicator E) feedback loop Online ads that incorporate animation, video, […]

Interactive TV (iTV) lets viewers interact with television programming and advertising. Good service recovery can turn angry customers into loyal ones. Answer: TRUE Market development involves company growth by identifying and developing new market segments for current company products. Answer: […]

The competitive intelligence system of a company supplies key information to relevant decision makers about the company’s competitors. A product idea is an idea for a possible product that a company can offer the market. Answer: TRUE Influencers often help […]

Which of the following refers to the total combined customer lifetime value of all of the company’s current and potential customers? A) share of customer B) marketing mix C) customer equity D) target market E) customer-perceived value ________ weakens a […]

Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an […]

Within a given hotel reputed for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service variability. If the pull strategy is effective, then consumers will demand the product […]

The so-called green movement encouraged companies to ________. A) actively resist social change B) operate freely in the black market C) go beyond government regulations D) institute deregulation E) curb organizational anarchy ________ segmentation divides buyers into different segments based […]

Constantly reduced prices can erode a brand’s value in the eyes of customers. The four marketing management functions are analysis, planning, implementation, and control. Answer: TRUE If demand changes greatly with price, the demand is inelastic. Answer: FALSE Personal selling […]

Atlas Imports and Exports sells products directly to consumers via the Atlas Web site, and through local retailers as well. Which of the following is evident here? A) corporate vertical marketing system B) horizontal marketing system C) multichannel distribution system […]

The goal of competitive marketing intelligence is to evaluate and prevent high employee turnover. Direct marketing is an expensive way of reaching target markets. Answer: FALSE Less-for-much-less positioning involves meeting consumers’ lower performance or quality requirements at a much lower […]

Which of the following is NOT a market-oriented business definition? A) “We empower customers to realize their dreams.” B) “We make high-quality consumer food products.” C) “We sell success and status.” D) “We create the Hilton experience.” E) “We bring […]

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Capital items E) […]

“Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage.” The above statement specifically indicates loss in terms of ________. A) customer-perceived value B) marketing offerings C) […]

With their size and buying power, ________ can offer better merchandise selections, good service, and strong price savings to consumers. A) convenience stores B) franchises C) megaretailers D) power centers E) lifestyle centers ________ is the process of comparing the […]

What is the first element that a reader most likely notices in a print ad? A) copy B) illustration C) headline D) slogan E) tone Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design […]

When companies set prices, the government and social concerns are ________ affecting pricing decisions. A) external factors B) internal factors C) economic factors D) cultural factors E) organizational factors Porsche is a German automobile manufacturer that competes against BMW and […]

How are acquisitions good for society? A) Acquisitions eliminate barriers to entry. B) Acquisitions require little government oversight. C) An acquiring company may improve the efficiency of an acquired company. D) An industry may become less competitive after an acquisition. […]

The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create products or services are known as ________. A) retailers B) upstream partners C) distributors D) downstream partners E) distribution channels […]

Which of the following is true about using air carriers as a transportation mode when shipping products? A) Air carriers are the most cost-effective way to ship non-perishable goods over short distances. B) Air carriers are the slowest and least […]

Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller. In recent years, convenience stores have redesigned their stores to closely focus on serving their […]

A person’s occupation has no effect on the goods and services they buy. The job of a chief listening officer is to sift through online customer conversations and pass along key insights to marketing decision makers. Answer: TRUE In the […]

A segment is less attractive if ________. A) it is difficult for new entrants to enter B) it is substantial C) it is actionable D) it already contains many strong and aggressive competitors E) it contains weak suppliers One of […]

Kimberly’s Crown sells and designs jewelry. Despite the jewelry’s popularity, products are available only through a few shopping stores across the country. When one of the stores complains that the jewelry they’re being given is inferior to the jewelry Kimberly […]

Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. Electronic data interchange (EDI) is the digital exchange of data between organizations, which primarily is transmitted via the Internet. Answer: […]

Which of the following is true with regard to services? A) Services refer to purely tangible products. B) Services are a form of product that consists of activities, benefits, or satisfactions offered for sale. C) Services can be stored for […]

Corporate Web sites are designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than to sell the company’s products directly. Widespread adoption of the euro has decreased much of the currency risk associated with doing […]

Which of the following refers to the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors? A) market diversification B) market segmentation C) downsizing D) customer relationship management E) prospecting Cameron loves to […]

With accumulated production experience and a higher volume of production, companies not only become more efficient but also ________. A) gain economies of scale B) incur higher overhead costs C) create derived demand in the market D) spend more per […]