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Chapter 1 MARKETING: CREATING CUSTOMER VALUE AND ENGAGEMENT MARKETING STARTER: CHAPTER 1 Emirates’ Customer Value-Driven Marketing: Engaging Customers and Building Brand Community Synopsis Founded in 1985, the Emirates Group operates across six continents and 144 cities. It is the largest […]

p. 38 PPT 1-19 PPT 1-20 PPT 1-21 p. 39 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. ENGAGING CUSTOMERS AND MANAGING CUSTOMER RELATIONSHIPS Customer Relationship Management Customer relationship […]

END OF CHAPTER MATERIAL Discussion Questions 1-1 Define marketing and outline the steps in the marketing process. (AASCB: Communication) Answer: Student answers will vary based on their personal response. Refer to the MyLab for 1-2 What is marketing myopia? What […]

END OF CHAPTER MATERIAL Discussion Questions 10-1 Why is finding and implementing the right pricing strategy critical to a company’s success? (AACSB: Communication) Answer: Price is the only element in the marketing mix that produces revenue; all other elements represent […]

p. 335 PPT 11-11 PPT 11-12 p. 336 PPT 11-13 p. 336 p. 336 PPT 11-14 Discuss how companies adjust their prices to take into account different types of customers and situations. PRICE ADJUSTMENT STRATEGIES Companies usually adjust their basic […]

END OF CHAPTER MATERIAL Discussion Questions 11-1 Name and describe the two broad new-product pricing strategies. When would each be appropriate? (AACSB: Communication) Answer: Companies bringing out a new product face the challenge of setting prices for the first time. […]

p. 368 PPT 12-28 p. 369 PPT 12-29 p. 369 PPT 12-30 PPT 12-31 p. 369 PPT 12-32 p. 370 p. 370 PPT 12-33 PPT 12-34 Identify the major channel alternatives open to a company. CHANNEL DESIGN DECISIONS Marketing channel […]

Chapter 13 RETAILING AND WHOLESALING MARKETING STARTER: CHAPTER 13 Uniqlo: The Innovative Route in Fashion Retailing Synopsis UNIQLO is Japan’s first specialty store retailer of private label apparel (known as an SPA), and it has continuously innovated in functional materials […]

PPT 13-16 p. 400 PPT 13-17 PPT 13-18 p. 401 PPT 13-19 p. 402 p. 403 PPT 13-20 p. 403 PPT 13-21 Describe the major retailer marketing decisions. Retailer Marketing Decisions Segmentation, Targeting, Differentiation, and Positioning Decisions Retailers must first […]

END OF CHAPTER MATERIAL Discussion Questions 13-1 Define omni-channel retailing and explain its connection to shopper marketing. (AACSB: Communication) Answer: These days, shopper marketing and the “point of purchase” go well beyond in-store buying. They involve consumers working across multiple […]

p. 432 PPT 14-17 p. 432 PPT 14-18 PPT 14-19 p. 433 PPT 14-20 STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION There are several steps in developing an effective integrated communications and promotion program. Identifying the Target Audience A marketing communicator […]

Assignments, Resources Use Discussion Questions 15-1, 15-2, and 15-3 here Use Critical Thinking Exercise 15-6 and 15-7here Use Marketing Ethics here Use Real Marketing 15.1 here Use Additional Projects 1 and 2 here Use Small Group Assignment 1 here Use […]

END OF CHAPTER MATERIAL Discussion Questions  15-1 Explain the decisions marketing managers make when developing an advertising program. (AACSB: Communication) Answer: Student answers will vary based on their personal response. Refer to the MyLab for 15-2 Advertising should always […]

Assignments, Resources Use Discussion Questions 16-2 here Use Critical Thinking Exercise 16-7 here Use Marketing Ethics here Use Think-Pair-Share 2 here Troubleshooting Tip The issues surrounding managing the sales force can be difficult for some students. Individually, each decision a […]

END OF CHAPTER MATERIAL Discussion Questions  16-1 Define personal selling and discuss its role in a company’s promotion mix. (AASCB: Communication; Reflective Thinking) Answer: Student answers will vary based on their personal response. Refer to the MyLab for an […]

Chapter 17 DIRECT, ONLINE, SOCIAL MEDIA, and MOBILE MARKETING MARKETING STARTER: CHAPTER 17 Samsung Electronics: Engaging Customers Globally via Social Media Marketing Synopsis One of the key reasons for Samsung’s ongoing success is its marketing strategy, which has greatly expanded […]

END OF CHAPTER MATERIAL Discussion Questions 17-1 Discuss the benefits of direct and digital marketing to buyers and sellers. (AACSB: Communication) Answer: For buyers, direct and digital marketing are convenient, easy, and private. They give buyers anywhere, anytime access to […]

p. 549 PPT 18-13 p. 549 p. 549 p. 549 PPT 18-14 Explain the fundamentals of competitive marketing strategies based on creating value for customers. COMPETITIVE STRATEGIES Having identified and evaluated its major competitors, the company now must design broad […]

p. 572 PPT 19-12 PPT 19-13 p. 572-573 PPT 19-14 p. 573 Economic Environment Two economic factors reflect the country’s attractiveness as a market: 1. Industrial structure 2. Income distribution The country’s industrial structure shapes its product and service needs, […]

END OF CHAPTER MATERIAL Discussion Questions  19-1 What environmental factors must international marketers consider when entering foreign markets? (AACSB: Communication) Answer: Student answers will vary based on their personal response. Refer to the MyLab for  19-2 Name and […]

Assignments, Resources Use Critical Thinking Exercise 2-6 here Use Online, Mobile, and Social Media Marketing here Use Marketing Ethics here Troubleshooting Tip Many students will have an incomplete under- standing of the growth strategies shown in the product/market expansion grid. […]

Chapter 2 COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER ENGAGEMENT, VALUE, AND RELATIONSHIPS MARKETING STARTER: CHAPTER 2 Rolex: Building Brand Equity through a Customer-driven Marketing Mix Synopsis Rolex has become an outward expression of exclusiveness. Rolex pursues a premium […]

END OF CHAPTER MATERIAL Discussion Questions 2-1 Define strategic planning and briefly describe the four steps that lead managers and the firm through the strategic planning process. Discuss the role marketing places in this process. (Objective 1) (AACSB: Communication). Answer: […]

p. 600 PPT 20-6 PPT 20-7 p. 600 PPT 20-8 p. 600 p. 601 PPT 20-9 p. 601 Identify the major social criticisms of marketing SOCIAL CRITICISMS OF MARKETING Marketing’s Impact on Individual Consumers Consumer advocates, government agencies, and other […]

END OF CHAPTER MATERIAL Discussion Questions  20-1 Compare and contrast how the marketing concept, the societal marketing concept, and the sustainable marketing concept, meet the needs of consumers and companies. (AASCB: Communication) Answer: Student answers will vary based on […]

Chapter 3 ANALYZING THE MARKETING ENVIRONMENT MARKETING STARTER: CHAPTER 3 Philips: Analyzing the Marketing Environment in the Middle East Synopsis At the beginning of the 21st century, Philips needed a new and coherent marketing strategy for the entire Middle East […]

p. 96 PPT 3-15 PPT 3-16 p. 96 PPT 3-17 p. 97 PPT 3-18 Explain how changes in the demographic and economic environments affect marketing decisions. THE MACROENVIRONMENT Demographic Environment Demography is the study of human populations in terms of […]

END OF CHAPTER MATERIAL Discussion Questions 3-1 Name and describe the types of publics in a company’s marketing environment. (AASCB: Communication) Answer: The company’s marketing environment includes various publics. A public is any group that has an actual or potential […]

Chapter 4 MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS MARKETING STARTER: CHAPTER 4 Ferrero: Managing Marketing Information and Customer Insights Synopsis When Ferrero entered India in 2004, the country did not really have a ready market for premium chocolates. Since […]

END OF CHAPTER MATERIAL Discussion Questions  4-1 What is big data, and what opportunities and challenges does it provide for marketers? (AACSB: Communication; Reflective Thinking) Answer: The most important consideration is the users of the MIS. A well-designed system […]

Chapter 5 CONSUMER MARKETS AND BUYER BEHAVIOR MARKETING STARTER: CHAPTER 5 Lenovo: Understanding Customers and Building Profitable Relationships Synopsis Lenovo’s marketers spend a great deal of time thinking about customers and their buying behavior. The company highly values the input […]

p. 167 PPT 5-15 PPT 5-16 p. 168 PPT 5-17 p. 168 PPT 5-18 Personal Factors Age and Life Stage. People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often […]

Chapter 6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR MARKETING STARTER: CHAPTER 6 IBM: The World’s Most Valuable Business-to-Business Brand Synopsis IBM’s “Big Blue” nickname used to be on the lips of any computer buyer, from laptops and desktop machines to […]

p. 192 PPT 6-12 PPT 6-13 p. 192 PPT 6-14 p. 192 PPT 6-15 Participants in the Business Buying Process The decision-making unit of a buying organization is called its buying center: all the individuals and units that participate in […]

END OF CHAPTER MATERIAL Discussion Questions  6-1 Explain how the market structure and demand differ for business markets compared to consumer markets. (AACSB: Communication; Reflective Thinking) Answer: Student answers will vary based on their personal response. Refer to the […]

p. 221 PPT 7-19 Requirements for Effective Segmentation To be useful, market segments must be: Measurable: The size, purchasing power, and profiles of the segments can be measured. Accessible: The market segments can be effectively reached and served. Substantial: The […]

Chapter 7 CUSTOMER-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS MARKETING STARTER: CHAPTER 7 Henkel’s Persil: A “Glocal” Marketing Success Synopsis Since its foundation, Henkel Saudi Arabia has enjoyed tremendous growth. The introduction of Persil Abaya Shampoo for women, Persil […]

END OF CHAPTER MATERIAL Discussion Questions  7-1 How would you describe the key differences between differentiation and positioning? Do businesses use both techniques? (AACSB: Communication) Answer: Differentiation involves making the product or service noticeably different from the competition so […]

END OF CHAPTER MATERIAL Discussion Questions  8-1 What is a consumer product? Describe the characteristics of each type of consumer product and give examples of each. (AACSB: Communication; Reflective Thinking) Answer: Student answers will vary based on their personal […]

Chapter 9 DEVELOPING NEW PRODUCTS AND MANAGING THE PRODUCT LIFE CYCLE MARKETING STARTER: CHAPTER 9 SAMSUNG: Enriching Customers’ Lives through New-Product Innovation Synopsis Twenty years ago, Samsung was known as a Korean copycat brand; the brand you bought if you […]

The affordable method involves setting promotion budgets to match competitors’ outlays. Sales of products decline because of technological advances, shifts in consumer tastes, and increased competition. TRUE The federal government may prevent a company from adding products through acquisitions if […]

The managers of Alfredo’s Pizza, a popular pizzeria in New York City, have been increasingly encouraging senior citizens to visit the pizzeria’s numerous outlets spread across the city. Anticipating a rise in the population of senior citizens in the area, […]

A product’s position is the place it occupies relative to competitors’ products in consumers’ minds. Brand name products give buyers assurances of consistent quality. TRUE Local publics include consumer organizations, environmental groups, minority groups, and others. FALSE A group of […]

In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer’s environment? A) economic B) technological C) social D) political E) cultural For concept test, companies will frequently present […]

A company is guilty of ________ if the company forgets latent competitors and only focuses on current competitors. A) perfect competition B) self-competition C) Cournot competition D) competitor backlinking E) competitor myopia More and more, companies are shifting their brand […]

Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not durable enough. She informed the hospital authorities about Grace Care Inc., a new company selling lightweight and durable gurneys. In this instance, Marissa played the […]

According to the commercialization stage of the new product development process, following the decision to introduce the new product at a particular time, a company must next decide ________. A) where to launch the new product B) how to launch […]

The competitive intelligence system of a company supplies key information to relevant decision makers about the company’s competitors. Product quality is harder to define and judge than service quality. FALSE The goal of supervision is to encourage salespeople to “work […]

Which of the following is a digital medium that is used by advertisers to reach consumers directly? A) smartphone B) direct mail C) newspapers D) billboards E) television Which of the following can help a company create direct procurement accounts […]

________ allows consumers to gain additional information about a product through the use of a remote control. A) Telemarketing B) Kiosk marketing C) Podcasting D) Video conferencing E) Interactive television ________ are a specialized means of shipping petroleum, natural gas, […]

A women’s apparel manufacturer in California recently acquired a Houston-based company that manufactures office furniture. This is an example of ________. A) product development B) market development C) market penetration D) diversification E) product differentiation Business demand that ultimately comes […]

Nontariff trade barriers include restrictive product standards. Causal research involves sending observers to watch and interact with consumers in their natural environments. FALSE The first step in the selling process is preapproach—learning about an organization and its buyers. FALSE The […]

________ are useful articles imprinted with an advertiser’s name, logo, or message that are given as gifts to consumers. A) Rebates B) Cents-off deals C) Premiums D) Promotional products E) Sweepstakes Rex Steelworks makes steel sheets which the firm markets […]

Herbie Inc., a firm manufacturing sandwich makers, has fixed costs of $250,000, variable costs of $20 per unit of output, and expected unit sales of 50,000 units. What is the unit cost of a sandwich maker manufactured by Herbie? A) […]

Prices have a direct impact on a firm’s bottom line. Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication. These ads present two-sided arguments. TRUE In a retailer […]

Which of the following statements is true of the selling concept? A) It requires minimum promotion efforts. B) It creates long-term, profitable customer relationships. C) It takes an outside-in perspective. D) It is typically practiced with unsought goods. E) It […]

In segmented pricing, the difference in prices is based on differences in costs. 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. FALSE […]

According to the PLC, the ________ stage is reached when sales plunge to zero, or when they drop to a low level where they continue for many years. A) laggard B) decline C) maturity D) growth E) incubation Which of […]

In the context of identifying competitors’ strategies, the more that one firm’s strategy resembles another firm’s strategy, the more likely the two firms are to ________. A) merge B) compete C) globalize D) form a partnership E) become market leaders […]

Which of the following is the goal of the team-based new product development approach when it uses cross-functional teams that overlap the steps in the process? A) gain a big competitive edge by getting the right new products to market […]

Which of the following helps companies in setting sales force size? A) workload approach B) pull strategy C) push strategy D) top-down approach E) bottom-up approach A ________ creates a long-term relationship in which the supplier promises to resupply the […]

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal. A) rational B) structural C) emotional D) moral E) standard The first step of the business buying process is […]

To take advantage of a downward-sloping experience curve, a company must do all of the following EXCEPT ________. A) increase the product’s price B) be able to sell the higher volume of product C) price its product lower D) increase […]

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data? A) bait-and-switch B) cyber spying C) viral marketing D) phishing E) spam A(n) ________ […]

Digital and traditional direct marketing forms must be blended into an integrated marketing communications program for best results. As baby boomers reach their peak earning and spending years, they become lucrative markets for financial services, travel, and entertainment. TRUE In […]

Which figures does the company use to analyze the new product’s financial attractiveness? A) size of population B) expected market share C) number of competitors D) anticipated number of options E) sales and costs Sparkling Valley, a luxury resort, prices […]

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) […]

Which type of product does Delgado manufacture? A) industrial B) convenience C) specialty D) shopping E) unsought Which of the following is a potential drawback of multibranding? A) Multibranding tends to decrease brand loyalty. B) Company resources are likely to […]

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 The experience curve reveals that […]

The advertiser must find the best approach, style, words, format, and ________ for executing the message. A) media B) cost C) visuals D) tone E) endorser Most standard portfolio analysis methods evaluate SBUs on the ________. A) potential for niche […]

All of the following steps pertain to the marketing control process EXCEPT ________. A) setting goals B) measuring performance C) taking corrective action D) defining the company’s mission E) evaluating the causes of gaps between expected and actual performance ________ […]

Modern strategic planning ________. A) exclusively consists of a company’s short-term goals B) is decentralized C) does not involve cross-functional teams D) does not take the overall mission of the company into consideration E) is highly centralized Service ________ means […]

When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and marketing department tend to have disagreements when things […]

Mansfield Pharmaceuticals markets Zipro, an antibiotic. The firm has fixed costs of $1,000,000 and variable costs of $2 per bottle of 50 tablets priced at $10 per bottle. What is the break-even volume? A) 25,000 B) 55,000 C) 100,000 D) […]

In the general needs description of the buying process, the buyer describes the characteristics and quantity of the needed item. A product line consists of unrelated products that are sold to diverse customer groups. FALSE A specific communication task to […]

________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines. A) Behavioral B) Gender C) Benefit D) Occasion E) Geographic ________ involves setting prices based on the costs for producing, distributing, and selling the product plus a fair […]

Copyright © 2018 Pearson Education, Ltd. 110) Digital technology allows companies to reach out to customers in numerous ways. Which of the following is NOT the purpose of a company reaching out using digital and social media? A) solving consumer […]

Copyright © 2018 Pearson Education, Ltd. 63) When demand for athletic shoes produced by Nike and endorsed by Michael Jordan is high, Nike limits how many pairs of shoes are manufactured. This action maintains strong demand by limiting supply. This […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 1 Marketing: Creating Customer Value and Engagement 1) Which of the following is NOT an accurate description of modern marketing? A) Marketing is the creation of […]

Copyright © 2018 Pearson Education, Ltd. 60) Herbie Inc., a firm manufacturing sandwich makers, has fixed costs of $250,000, variable costs of $20 per unit of output, and expected unit sales of 50,000 units. What is the unit cost of […]

Copyright © 2018 Pearson Education, Ltd. 115) PoolPak produces climate-control systems for large swimming pools. The company’s customers are more concerned about service support for maintaining their systems than the initial price of the product. PoolPak specializes in and differentiates […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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) […]

Copyright © 2018 Pearson Education, Ltd. 68) Shoe Trends, a company that manufactures formal shoes for men and women, offers to give its customers $10 for an old pair of shoes when they buy a new pair. In essence, they’re […]

Copyright © 2018 Pearson Education, Ltd. 118) Marketing a product internationally rarely requires a product to be priced differently depending on the country. Answer: FALSE Skill: Concept Objective: LO 11.3: Discuss how companies adjust their prices to take into account […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 11 Pricing Strategies: Additional Considerations 1) Companies set not a single price, but a pricing ________ that covers different items in its line and changes over […]

Copyright © 2018 Pearson Education, Ltd. 63) A(n) ________ system involves a single firm setting up two or more marketing channels to reach one or more customer segments. A) conventional distribution B) corporate vertical marketing C) horizontal marketing D) administered […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 12 Marketing Channels: Delivering Customer Value 1) Producing a product or service and making it available to buyers requires building relationships not only with customers but […]

Copyright © 2018 Pearson Education, Ltd. 120) Which of the following involves the producer agreeing not to sell to other dealers in a given area, or the buyer agreeing to sell only in its own region? A) closed loop marketing […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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) […]

Copyright © 2018 Pearson Education, Ltd. 117) The online and mobile equivalent of a pop-up store is ________. A) door buster deals B) Black Friday specials C) high-low pricing D) flash sales sites E) everyday low pricing Answer: D AACSB: […]

Copyright © 2018 Pearson Education, Ltd. 67) What are the different types of off-price retailers? Answer: The three main types of off-price retailers are independents, factory outlets, and warehouse clubs. Independent off-price retailers either are independently owned and run or […]

Copyright © 2018 Pearson Education, Ltd. 118) Describe the six buyer-readiness stages along with the marketing strategies used at each stage. Answer: The six buyer-readiness stages are awareness, knowledge, liking, preference, conviction, and purchase. A marketer might use teaser ads […]

Copyright © 2018 Pearson Education, Ltd. 66) Marketing communicators must be good at ________ messages that take into account how the target audience ________ them. A) delivering; encodes B) sending; encodes C) encoding; decodes D) retrieving; perceives E) decoding; receives […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy 1) A company’s total marketing communications mix consists of a specific blend of advertising, sales […]

Copyright © 2018 Pearson Education, Ltd. 62) An illustration, a headline, and a copy are the three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) frequency Answer: C AACSB: Written and oral communication Skill: […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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 ________. […]

Copyright © 2018 Pearson Education, Ltd. 120) Describe the three characteristics that advertising appeals should have? Answer: Advertising appeals should be meaningful, believable, and distinctive. Meaningful appeals point out benefits that make the product more desirable or interesting to consumers. […]

Copyright © 2018 Pearson Education, Ltd. 61) Several compensation plans are available to reward and motivate Reliable Tool’s salespeople. Since generating new leads and new business can be a goal for the sales force, which compensation plan approach is MOST […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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 […]

Copyright © 2018 Pearson Education, Ltd. 114) Which of the following is true with regard to prospecting? A) Salespersons meet and greet the buyer. B) Salespersons learn as much as possible about the organization. C) Salespersons identify qualified potential customers. […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 17 Direct, Online, Social Media, and Mobile Marketing 1) Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ […]

Copyright © 2018 Pearson Education, Ltd. 64) Spam is unsolicited, unwanted commercial e-mail messages that clog up users’ e- mailboxes. Answer: TRUE AACSB: Information technology Skill: Concept Objective: LO 17.3: Explain how companies have responded to the Internet and the […]

Copyright © 2018 Pearson Education, Ltd. 113) Which of the following terms refers to a 30-minute television advertising program that markets a single product? A) social media B) digital catalog C) telemarketing D) blog E) infomercial Answer: E Skill: Concept […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 18 Creating Competitive Advantage 1) A competitor analysis requires the assessment of all of the following EXCEPT the competitors’ ________. A) objectives B) organizational hierarchy C) […]

Copyright © 2018 Pearson Education, Ltd. 68) Discuss the different levels at which competitors can be identified. Answer: At the narrowest level, a company can define its competitors as other companies offering similar products and services to the same customers […]

Copyright © 2018 Pearson Education, Ltd. 117) Lovelies is the leading workout and fitness center for women. The regional chain of gyms has traditionally catered to women age 40 and older who are interested in strength and cardiovascular training. Lovelies […]

Copyright © 2018 Pearson Education, Ltd. 117) Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an entity called Campbell Swire to better distribute the company’s soups in China. This is an example of ________. A) licensing […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 19 The Global Marketplace 1) Which of the following does NOT characterize international trade in the past 30 years? A) The number of multinational corporations has […]

Copyright © 2018 Pearson Education, Ltd. 61) Demographic characteristics, geographic characteristics, economic factors, sociocultural factors, and political and legal factors all help a company ________. A) determine a market’s potential B) determine a country’s degree of globalization C) evaluate its […]

Copyright © 2018 Pearson Education, Ltd. 122) The marketing mix consists of people, property, planning, and position. Answer: FALSE Skill: Concept Objective: LO 2.4: Describe the elements of a customer value-driven marketing strategy and mix and the forces that influence […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 1) ________ is the process of developing and maintaining a crucial fit between […]

Copyright © 2018 Pearson Education, Ltd. Refer to the scenario below to answer the following question(s). 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 […]

Copyright © 2018 Pearson Education, Ltd. 120) Discuss the first two levels of the environmental sustainability portfolio that pay off in the short term. Answer: Student answers will vary to include new-clean technology and sustainability vision. At the most basic […]

Copyright © 2018 Pearson Education, Ltd. 64) Brand name products give buyers assurances of consistent quality. Answer: TRUE AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20.2: Identify the major social criticisms of marketing. Difficulty: Easy 65) Though marketers […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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 […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 3 Analyzing the Marketing Environment 1) Dan has been directed to study the forces close to a company that affect its ability to serve its customers, […]

Copyright © 2018 Pearson Education, Ltd. 62) Over the past two decades, the U.S. population has shifted toward the ________ states. A) Northern B) Northeast C) Sunbelt D) Midwest E) Corn belt Answer: C Skill: Concept Objective: LO 3.2: Explain […]

Copyright © 2018 Pearson Education, Ltd. 113) Regulations force companies to be responsible. However, most companies want to be responsible. Impacts of government regulations include all of the following EXCEPT ________. A) informing the public that products are safe B) […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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 […]

Copyright © 2018 Pearson Education, Ltd. 113) Open-ended questions are especially useful in exploratory research. Answer: TRUE AACSB: Analytical thinking Skill: Concept Objective: LO 4.3: Outline the steps in the marketing research process. Difficulty: Easy 114) The first question in […]

Copyright © 2018 Pearson Education, Ltd. 64) Which of the following is true with regard to mail questionnaires? A) The response rate of mail questionnaires is often very low. B) Mail questionnaires are highly flexible. C) The researcher has maximum […]

Copyright © 2018 Pearson Education, Ltd. 64) According to Maslow’s hierarchy of needs, which of the following is the LEAST pressing need? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs Answer: D AACSB: […]

Copyright © 2018 Pearson Education, Ltd. 117) When customers have low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________. A) complex buying behavior B) dissonance-reducing buying behavior C) habitual buying behavior D) […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 5 Consumer Markets and Buyer Behavior 1) Individuals and households that buy or acquire goods and services for personal consumption make up the ________. A) consumer […]

Copyright © 2018 Pearson Education, Ltd. 117) Attributes that a buying center may look for in a supplier include all of the following EXCEPT ________. A) product quality B) off-shore manufacturing C) service quality D) on-time delivery E) competitive prices […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 6 Business Markets and Business Buyer Behavior 1) The decision process by which business buyers determine which products and services their organizations need to purchase and […]

Copyright © 2018 Pearson Education, Ltd. 66) In routine buying, buyers are often the ________, or at least the approvers. A) monitors B) influencers C) gatekeepers D) deciders E) primary advertisers Answer: D Skill: Concept Objective: LO 6.2: Identify the […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 7 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 1) Companies know they cannot appeal to all buyers in the marketplace, or at least not […]

Copyright © 2018 Pearson Education, Ltd. Refer to the scenario below to answer the following question(s). Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until Simon Yoder recognized Ruben’s talent. Simon immediately ordered […]

Copyright © 2018 Pearson Education, Ltd. 116) Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) service inseparability B) social marketing C) service variability […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (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 […]

Copyright © 2018 Pearson Education, Ltd. 62) ________ refers to freedom from defects and consistency in delivering a targeted level of performance. A) Performance quality B) Product style C) Branding D) Conformance quality E) Product design Answer: D AACSB: Analytical […]

Copyright © 2018 Pearson Education, Ltd. 114) A style is best defined as a ________. A) currently popular trend in retail goods B) popular consumer taste at a given time C) temporary period of unusually high sales D) short-term component […]

Copyright © 2018 Pearson Education, Ltd. 63) Which of the following focuses on finding new ways to solve customer problems and create more customer-satisfying experiences? A) concept testing process B) customer value proposition C) customer-centered new product development D) customer […]

Copyright © 2018 Pearson Education, Ltd. Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 9 Developing New Products and Managing the Product Life Cycle 1) Which of the following is a significant challenge presented by the product life cycle? A) […]

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________. A) cost per thousand persons reached B) cost of premium offers C) cost of the magazine it is […]

Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools. A market segment consists of consumers who respond in different ways to a given set of marketing efforts. FALSE When segmenting by user […]

Sequential product development has the advantage of not only being a team-oriented approach, but also of being faster in bringing products to market. Companies in several industries have recognized the buying power of the LGBT segment of the U.S. population […]

The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller and interactive games, appealed not only to teen boys but also to their sisters, moms, dads, and even grandparents. This is a successful example of ________ marketing. A) consumer-oriented […]

A company can manage its international marketing in all of the following ways EXCEPT ________. A) becoming a global organization B) organizing an export department C) creating an international division D) advertising internationally E) shipping its goods internationally Which of […]

Which of the following is true about the product sales force structure? A) A product sales force structure is most appropriate for a company that manufactures a small number of simple products. B) In a product sales force structure, each […]

Ocean Spray sells its air fresheners only through Ray’s Drugs. This is an example of ________ distribution. A) exclusive B) selective C) intensive D) indirect E) corporate Trusted Wholesalers is a company that purchases products produced in Mexico and sells […]

The demographic environment is of major interest to marketers because it involves people, and people make up markets. If Audi develops a new low-priced model for entry-level consumers in Europe, it would be an example of straight product extension. FALSE […]

In a(n) ________, the vast majority of people engage in simple agriculture and consume most of their output. A) raw material economy B) subsistence economy C) industrializing economy D) emerging economy E) industrial economy Subcultures include nationalities, religions, geographic regions, […]

Since companies want to work together to attract customers, marketers do not need to practice partner relationship management. Online-only companies are more successful than omni-channel marketing companies. FALSE The difference between human needs and wants is that needs are not […]

Which of the following is an indirect business marketing channel? A) producer to retailer to business distributor B) producer to wholesaler to retailer to end consumer C) producer to end-consumer to business distributor D) producer to retailer E) producer to […]

If a company is a market leader in one category, and a market challenger or market nicher in other categories, it will follow ________ strategies for each category. A) different B) the same C) unique D) multiple E) complex A […]

________ means adjusting the marketing strategy and mix elements to each international target market. A) Standardized global marketing B) Ambush marketing C) Adapted global marketing D) Mass marketing E) Whole channel viewing Which of the following is NOT part of […]

A charitable trust’s appeal which states, “While you are trying to figure out what to get the man who has everything, don’t forget the man who has nothing” is an example of a(n) ________ appeal. A) structural B) awareness C) […]

Intermodal transportation refers to the combination of two or more modes of transportation. Because of strict consumer privacy regulations, invasion of privacy is no longer a concern for the direct marketing industry. FALSE The affordable method of setting advertising budgets […]

A discount store buys at less-than-regular wholesale prices and charges consumers less than retail. Good marketing communications can speed the demise of a poor product. TRUE Psychographic segmentation divides buyers into different segments based on lifestyle or personality characteristics. TRUE […]

Which of the following is a benefit of using blogs as marketing tools for companies? A) Blogs provide companies with a platform to help portray wider merchandise. B) Blogs are online selling platforms for people located in hard-to-reach places. C) […]

The New Age Gallery has three admission prices for students, adults, and seniors, even though all three groups are entitled to the same services. This form of pricing is called ________ pricing. A) psychological B) product form C) customer-segment D) […]

________ refers to the standard that establishes the amount each salesperson should sell and how sales should be divided among the company’s products. A) Conditional sale B) A bill of sale C) A sales quota D) Prospecting E) Satisficing Different […]

Which of the following likely does NOT play into products being offered for different prices in different countries? A) additional costs of operations B) product commonality C) physical distribution D) shipping and insurance E) exchange-rate fluctuations Today, ________ are flourishing […]

A company that makes marketing decisions by considering consumers’ wants and long-run interests, the company’s requirements, and society’s long-run interest is said to be practicing consumer-oriented marketing. Consumers can easily explain what influences their purchases. FALSE Although products that remain […]

Under ________, buyers share sales and inventory information directly with key suppliers who monitor and replenish the buyer’s stock automatically as needed. A) supplier selection B) proposal solicitation C) general need specification D) vendor-managed inventory E) procurement The relationship between […]

The stage of the business buying process in which the chosen supplier(s) is given the final order is the ________ stage. A) performance review B) proposal solicitation C) order-routine specification D) vendor-managed inventory E) product specification Which of the following […]

A firm can obtain new products through acquisition or new product development efforts. Sellers must understand the ways that consumers in different countries think about and use certain products before planning a marketing program. TRUE Using a segmented marketing strategy, […]

Springfield, a convenience store, has recently begun to redesign and restock its stores to offer a more upscale environment with products such as house wines and fresh foods. This information indicates that Springfield has most likely changed its ________. A) […]

Which of the following would most likely improve coordination between marketing and sales? A) Salespeople should directly participate in the development of new products. B) Salespeople should participate in marketing planning sessions by sharing firsthand customer knowledge. C) The sales […]

________ provides a complete analysis of the company’s situation. A) A SWOT analysis B) A marketing audit C) Regression analysis D) Return on marketing investment E) Marketing budget evaluation ________ marketing tailors brands and promotions to the needs and wants […]

An illustration, a headline, and a copy are the three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) frequency How can public relations have a strong impact at a much lower cost than advertising? […]

Sam Doharty, a purchasing manager in Willard Groups of Companies, is currently working with engineers and consultants to define the items to be purchased. Additionally, Sam and his team are ranking the importance of reliability, durability, and price desired in […]

Which of the following is most likely a fixed cost? A) sales representative commissions B) product distribution costs C) manufacturing input costs D) temporary worker salaries E) facility rental payments Failure to enter the current price into a retailer’s system […]

Direct marketing seldom occurs on a one-to-one, interactive basis. Profits drop during the growth stage of the PLC because per customer promotion costs are high. FALSE The macroenvironment consists of the factors close to the company that affect its ability […]

In this instance, Richard plays the role of a(n) ________. A) decider B) gatekeeper C) influencer D) proposal solicitor E) product designer Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line […]