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Name: Class: Date: Appendix A Indicate whether the statement is true or false. 1. A firm’s goals should be specific and measurable. a. True b. False 2. Strategic planning is the process of anticipating events and market conditions and deciding […]

Name: Class: Date: Appendix B Indicate whether the statement is true or false. 1. Depreciation is an unusual expense because it does not involve an actual cash expense. a. True b. False 2. Subtracting depreciation and net interest expense from […]

Marketers must constantly monitor their competitors’ products, prices, distribution, and promotional efforts because: a. competitors may be violating truthinadvertising laws. b. it can lower a firm’s command over the market price. c. it will help prevent indirect competition. d. firms […]

Which of the following is a critical issue facing governmental agencies regarding ethics in marketing research? a. Personal selling b. Truth in advertising c. Planned obsolescence d. Invasion of personal privacy When you are welcomed back by your name to […]

The five dimensions of the marketing environment exert a fairly constant and static influence on marketing strategies. a. True b. False Cabi, a women’s clothing company based in Los Angeles, CA partners with Opportunity International to make small business loans […]

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages. a. True b. False The supply chain begins with: a. the manufacturing or […]

_____ is a cooperative arrangement in which two or more businesses team up to closely link their names on a single product. a. strategic alliance b. relationship marketing c. cobranding d. frequency marketing e. value chain f. database marketing g. […]

One way the Federal Trade Commission can enforce laws is by issuing a consent order in which a firm accused of violations can agree to voluntary compliance without admitting guilt. a. True b. False Samsung is set to launch a […]

At the second level of relationship marketing, buyers and sellers develop a dependence on one another that continues to grow over time. a. True b. False Horizontal conflict causes problem between different types of marketing intermediaries that handle similar products. […]

A multidomestic marketing approach brings the advantage of economies of scale to production and marketing activities. a. True b. False To be most effective, a firm’s social media marketing campaign should be wellstructured, and it should include a number of […]

Notforprofit organizations are generally less concerned with the bottom line than forprofit organizations. a. True b. False A(n) _____ strategy focuses on developing entirely new products for new markets. a. trade dress b. brand preference c. brand insistence d. generic […]

Geographic information systems (GIS) simplify the job of analyzing marketing information by relating data to their locations. a. True b. False The progression of a product through introduction, growth, maturity, and decline stages is called its _____. a. marketing mix […]

_____ states that motivation depends on an individual’s expectations of his/her ability to perform a job and how that performance relates to attaining a desired award. a. span of control b. field selling c. inside selling d. order processing e. […]

Category killers are a type of limited-line retailer that offer huge selections and low prices in single product lines. a. True b. False The lumber that a carpenter purchases to make a table for a customer can be classified as […]

Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brickandmortar store. a. True b. False Rebates are usually granted to customers by retailers. a. True b. False False When Think Green, a […]

Compared to other broadcast media, cable advertising is more likely to attract specialized audiences and encourage niche marketing. This characteristic of cable advertising is known as _____. a. narrowcasting b. personalcasting c. crowdcasting d. datacasting The facilities plan estimates the […]

Which of the following trade promotion techniques give especially effective opportunities to introduce new products and generate sales leads? a. Dealer incentives b. Point-of-purchase advertising c. Trade shows d. Specialty advertising The assortment of product lines and individual product offerings […]

A pricing strategy that allows marketers to vary prices based on such factors as demand, even though the cost of providing those goods or services remains the same is called a. yield management b. break-even point c. supply analysis d. […]

Sales personnel must be well versed in the technical features of their products, to effectively address the concerns of all people involved in the buying decision. a. True b. False _____ involves two-way promotional messages transmitted through communication channels that […]

Which of the following would fall under the category of personal determinants of consumer behavior? a. The culture in which a person is raised b. The needs and motives of the individual c. The subculture to which one belongs d. […]

A(n) _____ is a software program that allows online shoppers to compare the price of a particular product offered by several online retailers. a. wiki b. extranet c. encryption d. emarketing e. private exchange f. bot g. search marketing h. […]

Your coffeehouse is struggling to build a customer base, despite your prime location adjacent to a big university. When you confide in your former marketing professor, he tells you the problem is with insufficient time utility. How can you address […]

Concept testing is a marketing research project that attempts to measure consumer attitudes and perceptions about the new product idea. a. True b. False Kiera’s dog walking business is booming, and she is interested in expanding. In order to expand, […]

It’s often less expensive to attract new customers than to market different products to existing customers. a. True b. False The term industrial distributor commonly refers to intermediaries in the business market that take title to the goods. a. True […]

A musician endorses a certain automobile. This is an example of ____. a. utility b. buzz marketing c. exchange process d. seller’s market e. buyer’s market f. marketing myopia g. social responsibility h. relationship marketing i. person marketing j. place […]

Banks have recently begun to install ATMs in supermarkets to address customers’ wants for instant cash when they go shopping. What type of utility are banks creating for customers? a. Form b. Possession c. Place d. Ownership The overview of […]

Bremer Jewelry has two locations in Illinois within 60 miles of each other and is the only jewelry store to carry the Hearts on Fire diamond jewelry line. Bremer has negotiated with Hearts on Fire to be the only retailer […]

At the _____ stage in the consumer adoption process, buyers consider the likely benefits of the product. a. awareness b. trial c. interest d. evaluation Your clients don’t need to be sold a product—they have already subscribed to your expensive […]

Alumna, a ceramics manufacturing company in Denmark, is trying to market its products in Bulgaria. The company has assigned the production of its goods to a local company in Bulgaria to take advantage of the low labor costs and also […]

(Xoa dong nay de nhap cau hoi) _____ is a personal selling function that involves identifying potential customers. a. Screening b. Prospecting c. Approaching d. Processing b YOU Inc., a radio cassette manufacturer, sold its business due to poor market […]

Bots are search programs that hunt the Web for a specific vendor and then print out a list of products and their prices at that source. a. True b. False _____ is an accounting term that refers to charging a […]

Which of the following terms refers to the development of individual offerings that appeal to different market segments while remaining closely related to the existing product line? a. Line penetration b. Line innovation c. Line extension d. Line cannibalization A […]

Creating _____ utility is the responsibility of the production function. a. place b. form c. time d. ownership Freight carriers often charge class rates as a reward for either regular business or a large shipment. a. True b. False False […]

The consumer market equivalent of new-task buying is limited problem solving. a. True b. False A(n) _____ role is seen when the partners independently make equal numbers of decisions regarding household purchases. a. syncratic b. husband-dominant c. autonomic d. wife-dominant […]

The ability to adapt products to local preferences and culture is the key to success in foreign markets. a. True b. False How has the general shift from a manufacturing economy to a service economy in the United States affected […]

A firm is most likely to opt for a family brand to market its products when the products are: a. sold only to a single large retail chain to protect the manufacturer’s reputation. b. sufficiently different so as not to […]

You were hired by an office design firm largely on the strength of your success in relationship marketing. To make sure customers are satisfied and make repeat purchases, which of the following relationships will be important? a. Relationships with vendors, […]

Which of the following agencies supports consumer rights through its initiative of informing consumers of their right to modify or discontinue receiving solicitations? a. The Federal Trade Commission b. The Direct Marketing Association c. The Council of Better Business Bureaus […]

The supply chain begins with the movement of finished products through the marketing channel to customers. a. True b. False Your company’s leathergoods are very well received in the marketplace. But you still have not been able to resolve the […]

While determining the target audience for a particular social media marketing campaign, marketers not only pinpoint the products which will best serve the group, but also determine the social media that will be effective in delivering the message. a. True […]

A product development strategy concentrates on finding new markets for existing products. a. True b. False Electronic signatures are used to enter into legal contract policies online. a. True b. False True It is essential for an organization to build […]

The number of sales representatives who report to a first-level sales manager is referred to as: a. span of control. b. locus of control. c. sphere of influence. d. hierarchy. The NAICS categorizes the business marketplace into more detailed market […]

As Markel drives buy a local restaurant, he realizes that he hasn’t eaten all day and is famished. He stops at the restaurant, and without referring to the menu, orders a burger because that’s what he typically buys at this […]

The convenience goods and services that consumers constantly replenish to maintain a ready inventory are called _____. a. marketing mix b. specialty products c. product d. services e. convenience products f. impulse goods g. installations h. wholesalers i. business-to-business (B2B) […]

A mission can be defined as an essential purpose that differentiates one company from others. a. True b. False The performance framework developed by the Boston Consulting Group (BCG) plots: a. market share against market growth potential. b. market attractiveness […]

_____ is a Webbased system that enables all types of organizations to improve the efficiency of their bidding and purchasing processes. a. Private exchange b. Electronic data interchange c. Extranet d. Eprocurement Products that can be produced, used, and disposed […]

The chief financial officer (CFO) of an automotive manufacturer is reviewing the revenue earned from the sale of all-terrain vehicles in South America. Because the selling price of the vehicles has been changed frequently, the CFO wanted to analyze the […]

Which of the following variables of service quality best represents the readiness to serve one’s customers? a. Tangibles b. Assurances c. Responsiveness d. Empathy You are asked by a non-marketing executive of your hip-hop music company to clarify some financial […]

The Italian government imposed duties on products imported from Canada such as automobiles and consumer electronics to raise their prices in the local market and to protect the local companies from competition. This type of trade barrier being used by […]

Describe the three principal methods used by researchers to collect primary data. Prices of electronic equipment and automobiles tend to fluctuate far less than prices of crops such as sugarcane and bananas. a. True b. False True A congressional candidate’s […]

Which of the following is true of services? a. Services are tangible. b. Services are inseparable from service providers. c. Companies can easily standardize services. d. Services are nonperishable. Zone pricing completely eliminates phantom freight. a. True b. False False […]

An important advantage of personal selling is that it gives the customer the opportunity to try a product before making a purchase. a. True b. False The term “societal marketing” refers to buyer–seller communications in which the customer controls the […]

To remain competitive, marketers must accurately gauge their customers and adapt to changing consumer sentiment. Sometimes this adaptation calls for repositioning a product or service. Why might a product or service be repositioned? a. The marketing and research department is […]

Institutions constitute another important market. Institutional buyers include a wide variety of organizations, such as schools, hospitals, libraries, foundations, clinics, churches, and not-for-profit agencies. A small software company develops computer programs for different business institutions. Which of the following challenges […]

Interpretive research focuses on understanding the meaning of a product in a consumer’s everyday life. a. True b. False An offering within a product line, such as a specific size of liquid detergent, is known as a(n) _____. a. product […]

Which of the following would qualify as an example of a firm’s weakness? a. A bill passed by the government regarding the work timings of all organizations b. A competitor planning to open a new branch close to the firm’s […]

An IMC strategy begins with the organization’s goods and services and then works its way toward consumer wants. a. True b. False A firm maximizes its profits when: a. the marginal revenue curve runs much below the marginal cost curve. […]

The Russian government imposed a ban on the wines imported from Georgia, claiming that heavy metals and pesticides were found in their products. The government also claimed that the wine samples did not comply with their sanitary standards. This is […]

TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around 25 countries. The company is looking for a website that will allow it to communicate with its employees worldwide. The website should also enable the employees to access […]

When most of a firm’s costs are fixed over a wide range of outputs, the primary determinant of profitability will be the: a. control the firm can exercise over costs. b. amount of variable cost that can be recovered with […]

_____ involves campaigns that encourage people to adopt beneficial behaviors such as safe driving, eating more nutritious food, or improving the working conditions of people half a world away. a. environmental scanning b. environmental management c. competitive environment d. timebased […]

Melissa is campaigning for Janet, her friend, who is contesting for the presidency of the student council at Riverdale Junior College. Melissa’s effort is an example of _____ marketing. a. cause b. person c. place d. organization “Buy three shock […]

_____ is the process of collecting information about the external marketing environment to identify and interpret potential trends. a. environmental scanning b. environmental management c. competitive environment d. timebased competition e. economic environment f. demarketing g. consumerism h. marketing ethics […]

The terms “transportation” and “physical distribution” can be used interchangeably because these terms carry the same meaning. a. True b. False The nature of relationships between B2B marketers and their customers is similar to that of firms that market products […]

A major assumption of the economic theory is that, firms will focus on: a. minimizing the inventory turnover ratio. b. maximizing gains and minimizing losses. c. providing a minimum return on investment. d. using selective distribution strategies rather than intensive […]

Kendra is the office manager for a large legal firm and performs a variety of functions for the office. She manages purchases of copying machines and printers and is responsible for placing orders for supplies such as toner cartridges and […]

Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen credit cards and fake Social Security numbers. Which appeal is being used in this commercial to motivate the viewers to act? a. Fact b. Humor c. […]

Name: Class: Date: chapter 1 Indicate whether the statement is true or false. 1. While many firms claim to have adopted the marketing concept, there is little evidence that a strong market orientation contributes to market success and overall performance. […]

Name: Class: Date: chapter 10 Indicate whether the statement is true or false. 1. One of the greatest challenges in the use of big data is the ability to manage and analyze all of the information gathered about consumers. a. […]

Name: Class: Date: chapter 11 Indicate whether the statement is true or false. 1. Successful internal marketing efforts create satisfied employees who spread positive word-of-mouth messages to relatives, friends, and acquaintances. a. True b. False 2. Companies focus on building […]

Name: Class: Date: chapter 12 Indicate whether the statement is true or false. 1. In the case of shopping products, a store’s name and reputation have considerable influence on people’s buying behavior. a. True b. False 2. Career counseling session […]

Name: Class: Date: chapter 13 Indicate whether the statement is true or false. 1. Karen prefers to buy Chemtec’s cleaning products over other brands if they are easily available in the market. Karen is in the brand insistence stage of […]

Name: Class: Date: chapter 14 Indicate whether the statement is true or false. 1. A merchant wholesaler is an independently owned wholesaler that takes title to the goods. a. True b. False 2. When a producer grants exclusive rights to […]

Name: Class: Date: chapter 15 Indicate whether the statement is true or false. 1. The main factors involved in determining a product’s markup are the inventory turnover rate and the services performed by the retailer. a. True b. False 2. […]

Name: Class: Date: chapter 16 Indicate whether the statement is true or false. 1. An IMC strategy separates the promotional mix into parts and views them as isolated components. a. True b. False 2. In the context of Internet advertising, […]

Name: Class: Date: chapter 17 Indicate whether the statement is true or false. 1. It’s often less expensive to attract new customers than to market different products to existing customers. a. True b. False 2. In a cold calling situation, […]

Name: Class: Date: chapter 18 Indicate whether the statement is true or false. 1. Prestige objectives reflect marketers’ recognition of the role of price in creating an overall image of the firm and its product offerings. a. True b. False […]

Name: Class: Date: chapter 19 Indicate whether the statement is true or false. 1. Skimming pricing strategies are also known as “market-plus pricing.” a. True b. False 2. Everyday low pricing is a pricing strategy that relies on short-term cost-cutting […]

Name: Class: Date: chapter 2 Indicate whether the statement is true or false. 1. According to the BCG matrix, stars require considerable inflows of cash to finance further growth. a. True b. False 2. Planning often is classified on the […]

Name: Class: Date: chapter 3 Indicate whether the statement is true or false. 1. The federal government has imposed strict regulations on food advertising for children based on their nutritional standards. a. True b. False 2. Six firms – GM, […]

Name: Class: Date: chapter 4 Indicate whether the statement is true or false. 1. Social media marketing content focuses on its audience rather than promoting the company outright. a. True b. False 2. Well-written social media policies of a firm […]

Name: Class: Date: chapter 5 Indicate whether the statement is true or false. 1. Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-and- mortar store. a. True b. False 2. E-marketing […]

Name: Class: Date: chapter 6 Indicate whether the statement is true or false. 1. The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans, African Americans, and Asian Americans. a. True b. False 2. Over the past decade, the […]

Name: Class: Date: chapter 7 Indicate whether the statement is true or false. 1. As compared to business-to-business marketing, consumer marketing puts greater emphasis on advertising. a. True b. False 2. Aitzen Systems sources all the required components and raw […]

Name: Class: Date: chapter 8 Indicate whether the statement is true or false. 1. A successful implementation of a straight extension strategy creates universal recognition of a product for consumers from country to country. a. True b. False 2. International […]

Name: Class: Date: chapter 9 Indicate whether the statement is true or false. 1. Home Depot introduced a new line of riding lawn mowers. The company decided to focus more on people living in the suburbs than those in the […]

608 Appendix A – Developing an Effective Marketing Plan APPENDIX A DEVELOPING AN EFFECTIVE MARKETING PLAN OVERVIEW “What are our mission and goals?” “Who are our customers?” “What types of products do we offer?” “How can we provide superior customer […]

The appendix describes the major accounting and finance concepts that have marketing implications and explains how they assist marketing professionals in making informed decisions. It discusses two major types of financial statements—income statements and balance sheets—and the ways these aid […]

As you have seen throughout this course, marketing activities are interwoven in daily business processes, helping develop useful products consumers need, pricing them for a fair profit, promoting them so consumers are aware of their availability, and bringing them to […]

©2016 Cengage Learning. All Rghts Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for […]

Chapter 1 Marketing: The Art and Science of Satisfying Customers 1 CHAPTER 1 MARKETING: THE ART AND SCIENCE OF SATISFYING CUSTOMERS CHAPTER OVERVIEW This new edition of Contemporary Marketing focuses on the strategies that allow companies to succeed in today’s […]

268 Part 3 Target Market Selection CHAPTER 10 MARKETING RESEARCH IN THE ERA OF BIG DATA CHAPTER OVERVIEW Collecting and managing information about what customers need and want is a challenging task for any marketer. This chapter focuses on marketing […]

282 Part 3 Target Market Selection 1. Face-to-face interviewing is the most common method used outside the U.S. countries, otherwise they are useless due to low literacy rates, unreliable mail service, and lack of address lists v. To help with […]

296 Part 3 Target Market Selection CHAPTER 11 RELATIONSHIP MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CHAPTER OVERVIEW Marketing revolves around relationships with customers and all the business processes involved in satisfying them. One of the most influential trends in marketing […]

Chapter 11 Relationship Marketing and Customer Relationship Management (CRM) 313 iv. Drawbacks: Customers’ buying intentions may not translate into actual purchases; it is a time-consuming and expensive process marketing mix variations can be evaluated iii. The primary advantage is that […]

Chapter 12 Product and Service Strategies 329 CHAPTER 12 PRODUCT AND SERVICE STRATEGIES CHAPTER OVERVIEW After discussing how companies do research, study consumer behavior, and mobilize for global marketing, the attention in Chapter 12 now turns to how a company […]

Chapter 12 Product and Service Strategies 345 product line or the direction taken by the firm i. These are known as “orphan brands” ii. Other firms may purchase and return them to the market strategies are increasing frequency of use, […]

Chapter 13 Developing and Managing Brand and Product Categories 379 company resources are assessed ii. Concept testing subjects the product idea to additional study prior to its actual development iii. This testing measures consumer attitudes and perceptions about the idea, […]

362 Part 4 Product Decisions CHAPTER 13 DEVELOPING AND MANAGING BRAND AND PRODUCT CATEGORIES CHAPTER OVERVIEW Brands play a huge role in our lives. We try certain brands for all kinds of reasons: on recommendations from friends, because we want […]

Chapter 14 Marketing Channels and Supply Chain Management 413 number of products ii. They represent a relatively slow method of transportation reduced in certain sectors such as the overnight delivery service b. Overall, it is a fast but expensive mode […]

Chapter 14 Marketing Channels and Supply Chain Management 395 CHAPTER 14 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT CHAPTER OVERVIEW It’s wonderful to have a great new product, and a great promotion to get the word out, but you need a […]

Chapter 15 Retailers, Wholesalers, and Direct Marketers 431 . CHAPTER 15 RETAILERS, WHOLESALERS, AND DIRECT MARKETERS CHAPTER OVERVIEW Chapter 15 is the second of two chapters devoted to distribution strategy as it examines the other players in the marketing channel: […]

448 Part 5 Distribution Decisions underused marketing tool—they have observed other nations such as Japan use machines to sell all types of merchandise, food, and clothing articles to customers via virtual storefronts on the Web. They usually maintain little or […]

Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 497 seem effective. A recent study projected that many firms will shift away from traditional advertising and more toward direct marketing—especially Internet and mobile media—in the next few years. Point Value: […]

484 Part 6 Promotional Decisions i. Short life span ii. Hasty reading iii. Relatively poor reproduction quality ii. Quality reproduction iii. Long life iv. Prestige d. Disadvantages of magazines: i. They lack the flexibility of newspapers, radio, and TV e. […]

464 Part 6 Promotional Decisions CHAPTER 16 INTEGRATED MARKETING COMMUNICATIONS, ADVERTISING, AND PUBLIC RELATIONS CHAPTER OVERVIEW Chapter 16 is the first of two chapters devoted to analyzing the third marketing mix variable—promotion. Promotion puts the whole picture together. It is […]

Chapter 17 Personal Selling and Sales Promotion 529 ii. make up for product deficiencies iii. take the place of well-trained salespeople iv. lead to long-term sales and profit growth coupons and refunds c. These promotions: i. encourage repurchase by rewarding […]

510 Part 6 Promotional Decisions CHAPTER 17 PERSONAL SELLING AND SALES PROMOTION CHAPTER OVERVIEW Chapter 17 is a continuation of the discussion on promotion, and it focuses on personal selling and sales promotion. It explores personal selling strategies, giving special […]

Chapter 18 Pricing Concepts 563 pricing objectives in global and online marketing are profitability, volume, meeting competition, prestige, and price stability. bots, help customers find products at the lowest price c. Reverse auctions, which allow customers to submit the highest […]

548 Part 7 Pricing Decisions CHAPTER 18 PRICING CONCEPTS CHAPTER OVERVIEW Everyone knows the familiar routine when shopping, whether for basic groceries, a new outfit, or the latest in electronics—an item is looked at and then its price is asked. […]

Chapter 19 Pricing Strategies 593 factor involved c. Brand image and customer service may outweigh price for certain purchases in the mix b. Whenever possible they have moved to bundle pricing, in which customers acquire a host of complementary goods […]

578 Part 7 Pricing Decisions CHAPTER 19 PRICING STRATEGIES CHAPTER OVERVIEW Setting a price is rarely a one-time decision. And it’s never a standard routine. The previous chapter introduced the concept of price and its role in the economic system […]

26 Part 1 Designing Customer-Oriented Marketing Strategies CHAPTER 2 STRATEGIC PLANNING IN CONTEMPORARY MARKETING CHAPTER OVERVIEW Today’s marketers face strategic questions every day. Planning strategy is a critical part of their jobs. The marketplace changes continually in response to changes […]

Chapter 2 Strategic Planning in Contemporary Marketing 39 Projects and Teamwork Exercises 1. Answer: When students choose a company whose goods and services are familiar to them and create a mission statement, they might start with companies they particularly admire […]

52 Part 1 Designing Customer-Oriented Marketing Strategies CHAPTER 3 THE MARKETING ENVIRONMENT, ETHICS, AND SOCIAL RESPONSIBILITY CHAPTER OVERVIEW Change is a fact of life for all people, including marketers. Adapting to change in an environment is as complex and unpredictable […]

66 Part 1 Designing Customer-Oriented Marketing Strategies been recognized, but the last two have become important only in recent years. i. Cause marketing is one channel through which companies can promote social causes ii. Socially responsible marketing campaigns can be […]

Chapter 4 Social Media: Living in the Connected World 93 Media Marketing Career Readiness— Job Hunting via Social Media field—either with companies looking to boost their social media presence or with firms that specialize in assisting these companies with their […]

Chapter 4 Social Media: Living in the Connected World 79 CHAPTER 4 SOCIAL MEDIA: LIVING IN THE CONNECTED WORLD CHAPTER OVERVIEW This chapter explores the ways that organizations use social media to market their goods and services. Once the domain […]

120 Part 1 Designing Customer-Oriented Marketing Strategies Difficulty: Easy 7. Describe how firms can alleviate some of the privacy concerns of online shoppers. Answer: A Do Not Track list would allow consumers request online sellers to not track their online […]

106 Part 1 Designing Customer-Oriented Marketing Strategies CHAPTER 5 E-BUSINESS: MANAGING THE CUSTOMER EXPERIENCE CHAPTER OVERVIEW Things have changed drastically during the past decade in the business world. In a short time, marketing has become the cutting–edge tool for success […]

134 Part 2 Understanding Buyers and Markets CHAPTER 6 CONSUMER BEHAVIOR CHAPTER OVERVIEW Why do people buy one product and not another? Finding answers to this question is at the center of every marketer’s job. The answers—and there are many—aren’t […]

150 Part 2 Understanding Buyers and Markets one seller is offering a better price or better warranty than another e. The purchase may be made online or in person at a retail store f. The delivery options might also influence […]

Chapter 7 Business-to-Business (B2B) Marketing 165 CHAPTER 7 BUSINESS-TO-BUSINESS (B2B) MARKETING CHAPTER OVERVIEW The consumer marketplace is easy to see and define. We all act as consumers as we make purchases every day—whether it’s a newspaper, a pack of gum, […]

Chapter 7 Business-to-Business (B2B) Marketing 185 center members review; they may exert this control by distributing printed product data or advertisements or by deciding which salespeople may speak to which individuals in the buying center iii. Influencers affect the buying […]

220 Part 2 Understanding Buyers and Markets demand multidomestic marketing strategies to give them a realistic global marketing appeal ii. Cultural, geographic, language, and other differences simply make it difficult to send the same message to many countries iii. Specific […]

Chapter 8 Global Marketing 203 CHAPTER 8 GLOBAL MARKETING CHAPTER OVERVIEW Global trade now accounts for roughly 20 percent of the U.S. gross domestic product (GDP), compared with 10 percent 30 years ago. It takes the form of exporting (selling […]

252 Part 3 Target Market Selection developing user profiles, forecasting the overall market potential, estimating market share, and selecting specific market segments. d. At this point in the analysis, marketers weigh more than monetary costs and benefits; they also consider […]

236 Part 3 Target Market Selection CHAPTER 9 MARKET SEGMENTATION, TARGETING, AND POSITIONING CHAPTER OVERVIEW We are all unique individuals. This is also true of our identity as consumers in the world marketplace. No one wants to be stereotyped, but […]

Fastenal was one of the first business-to-business suppliers to offer vending machines or kiosks in manufacturing facilities to enable their customers’ employees to “purchase” supplies such as gloves and safety equipment including goggles, ear protection, and masks. This innovation enabled […]

When marketing partners share the cost of a promotional campaign that meets their mutual needs, they are said to be engaged in: a. ambush marketing. b. cross-promotion. c. guerrilla promotion. d. personal selling. Which of the following is a customer-oriented […]

In the sales era, firms attempted to match their output to the potential number of customers who would want it. a. True b. False A well-designed Internet-based marketing research project can cost less than offline research yet yields faster results. […]

Market segmentation has interested you ever since your first marketing course, and you want to work for the type of organization that uses this technique. This means you should avoid pursuing a job with: a. Retail business organizations b. Wholesale […]

Which of the following can be categorized as a social media tool? a. A social news site b. A social networking site c. An app d. An online forum Direct mail and advertising campaigns are effective in identifying prospective customers. […]

Retailers such as Bed Bath and Beyond often use the ______ element of the marketing mix to influence consumers to purchase a greater number of products by offering a discount if a customer purchases multiple units such as 3 for […]

Unitizing combines as many packages as possible into each load that moves within or outside a facility. a. True b. False Concentrated marketing is also known as niche marketing. a. True b. False True Which of the following is one […]

Which of the following is an example of a volume pricing objective? a. A value-pricing objective b. A profit maximization objective c. A market-share objective d. A target-return objective A Swedish telephone maker transfers phones costing $10 to produce to […]

Which of the following factors will increase the importance of personal selling in the promotional mix? a. Increasing emphasis on productivity b. Lower priced products c. Standardized products that are easy to understand d. Transactions that seldom involve trade-ins Within […]

Which of the following U.S. laws makes it illegal to bribe a foreign official in an attempt to solicit new or repeat sales abroad? a. The Securities Exchange Act b. The Foreign Corrupt Practices Act c. The Export Trading Company […]

Which of the following market structures involves a heterogeneous product and product differentiation among competing suppliers, allowing the marketer some degree of control over prices? a. Pure competition b. Monopolistic competition c. Complementary monopoly d. Monopoly Environmental scanning is the […]

A lateral partnership is a strategic relationship that involves direct buyer-seller interactions. a. True b. False Marketers can use grassroots marketing approach to develop long-lasting, individual relationships with loyal customers. a. True b. False True The method of analyzing the […]

The process of determining an organization’s primary objectives and adopting courses of action that will achieve these objectives is known as _____. a. planning b. marketing planning c. strategic planning d. tactical planning e. cash cows f. first mover strategy […]

The number of intermediaries through which a manufacturer distributes its goods in a particular market is referred to as _____. a. distribution probability b. distribution inertia c. distribution intensity d. distribution utility Marc is a wholesaling intermediary who brings buyers […]

People who want to learn about a product and its features in detail are more likely to search out this information on Twitter, while those interested in a promotional event are more likely to follow Facebook. a. True b. False […]

A schedule of the amounts of a good or service that will be offered for sale at different prices during a specified period is referred to as _____. a. demand b. supply c. surplus d. ration _____ are the retail […]

As consumers devote little effort to convenience product purchase decisions, marketers must strive to make these exchanges as simple as possible. a. True b. False A present-day marketer is reviewing data attempting to differentiate a target group of consumers that […]

When a consumer purchases an item that she previously bought and found acceptable, it would be considered an example of _____________. a. modified rebuying b. straight rebuying c. new-task buying d. reciprocity e. vendor analysis New-task buying situations require considerable […]

The set of activities that move production inputs and other goods within factories, warehouses, and transportation terminals is called the _____. a. distribution channel b. forward integration c. logistics d. dual distribution e. direct selling f. intensive distribution g. selective […]

A sponsor purchases access to the sponsored activity’s audience and the image associated with the activity. a. True b. False A company that practices differentiated marketing can generate more sales compared to those generated by undifferentiated marketing. a. True b. […]

Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours. This is an example of _____. a. form utility creation b. place marketing c. organization utility d. sports marketing The marketing concept focuses on the objective of achieving shortterm […]

Your first exposure to channel conflict came when you decided to offer your handmade soap through your own website in addition to the skin care boutiques that carry it. The retailers lost no time complaining to your sales representatives. You […]

You are in the process of starting your own business, a specialty cupcake store. From your study of marketing, you realize that many of your business decisions, such as where to open the store and how to advertise it, will […]

The rule of three states that the third major company in an industry has little chance of survival. a. True b. False A pharmaceutical company that works with the Food and Drug Administration to create new regulations is practicing: a. […]

A product is said to have achieved brand preference when: a. the product becomes familiar to the consumer. b. the marketers start selling the product at a discount. c. the consumer sees or recognizes the product and chooses it over […]

The interpersonal influences on consumer behavior include a person’s _____. a. attitudes b. perceptions c. family d. self-concept Viral marketing involves efforts that allow satisfied customers to spread the word about products to other customers. a. True b. False True […]

Through direct selling, manufacturers completely bypass retailers and wholesalers and set up their own channels to sell their products directly to consumers. a. True b. False Nonpersonal stimulation of demand for a good, service, person, cause, or organization through unpaid […]

Horch is the biggest manufacturer of consumer goods in Germany. The company segments its business customers into new and existing customer groups based on the stage of relationship between the company and the customer. This helps the company develop different […]

Carlos, CEO of Fresh Foods, wants a qualitative forecasting technique that is quick, inexpensive, and can be effectively used to forecast sales in the short run and for new product development. Which of the following techniques will best suit his […]

QR codes can be scanned only with the help of a dedicated QR code reader. a. True b. False Which of the following is true regarding leasing needed products from other organizations? a. It requires a high level of capital […]

Tiffany, Rolex, Gucci, and Prada represent exclusivity, meaning their prices are mostly inelastic. a. True b. False The goal of content marketing is to drive the target audience toward a desired action. a. True b. False True In the context […]

Consumers are most likely to exhibit routinized response behavior while purchasing low-involvement products. a. True b. False Netflix has become a popular media streaming company and provides consumers the opportunity to view programming at their leisure whenever it’s convenient for […]

_____ is a type of personal selling in which salespeople use well-planned strategies to seek new customers by proposing innovative solutions to customer’s needs. a. span of control b. field selling c. inside selling d. order processing e. virtual sales […]

Venus Inc., a software consulting firm, had depreciation of $20.8 million and a net interest expense of $3.2 million for the past year. The firm’s operating profit for the same year was $319.0 million. What was the firm’s taxable income […]

Jack does not buy his shoes from any company other than Unparalleled, a leading shoe manufacturer, because of the comfort they offer and their unique style features. Jack is in the brand insistence stage of brand loyalty. a. True b. […]

Once the total market potential has been estimated by a firm, the next step in the market segmentation process is to forecast the probable market share. a. True b. False The term “atmospherics” exclusively refers to the interior dcor of […]

Which of the following protects the consumer by exerting legal, moral, and economic pressures on business and government? a. Consumerism b. Corporate branding c. Socialism d. Capitalism Companies test market their new–product offerings to measure consumer reactions under normal competitive […]

Mobile computer tablets were introduced a few years ago. Due to its increasing popularity and high profit levels, the number of companies making these tablets has increased. At the same time, differentiated products for different market segments have begun to […]

Buying practices can differ among institutions of the same type. a. True b. False In a cold calling situation, the approach and presentation often take place at the same time. a. True b. False True The only inputs that affect […]

Division of an overall market into homogeneous groups based on their locations constitutes socioeconomic segmentation. a. True b. False You work for a national athletic organization whose marketers develop a campaign aimed at promoting the work the organization does in […]

Ebusiness is the most popular Web function, followed by communication. a. True b. False SimplyFyde Shopping’s website has an online catalog with the details of the products on offer. When customers pick their choices from the list, the items are […]

Solaris works for a beverage company in the western part of the United States. Solaris’s superiors ask him to chart the competitive environment as well as market trends on a quarterly basis, and to forecast the company’s sales. Because he […]

The top marketing manager of your company has asked you to make recommendations about your sales representatives who make up the sales force for your business-to-business auto parts customers. These territories are geographically structured and the goal is to move […]

Carson cares deeply about the environment and strives to eat clean by choosing foods that are natural and contain no artificial ingredients. When buying fresh produce, he’s willing to pay more for organic and loves that organic produce is more […]

Fred Foods Inc. provides free cereals and biscuits to support a program that aims to end hunger in various emerging nations. This is an example of _____ marketing. a. organization b. person c. cause d. place Rachel, an advertising executive, […]

Inside sales reps support field representatives in building strong customer relationships. a. True b. False Guerilla marketing is an expensive marketing technique. a. True b. False False Toyota’s introduction of the hybridpowered Prius is an example of how it has […]

The term _____ refers to the turnover in a company’s customer base. a. strategic alliance b. relationship marketing c. cobranding d. frequency marketing e. value chain f. database marketing g. exponential smoothing h. customer relationship management i. trend analysis j. […]

Marketers classify goods and services by considering the purchase patterns of the majority of buyers. a. True b. False Ethnographic studies involve researchers spending time studying culture. a. True b. False True A life insurance salesperson explaining the benefits of […]

The latest ad of Crest toothpaste says “Crest is a cavity fighter.” This is an example of a positioning strategy based on: a. product price/quality. b. product homogeneity. c. product application. d. product users. Last summer, the Thomas family had […]

All firms attempt to maximize profits. a. True b. False You are about to launch a digital advertising startup. Your former marketing professor warns you to get the first element in the marketing strategy right because otherwise, your new company […]

A business product with large unit sales, for which transportation accounts for only a small percentage of the total cost, is usually distributed using the producer-agent-business user channel. a. True b. False Which of the following will improve the quality […]

Chris decides to proceed with a majority decision, even though the decision goes against his beliefs. Chris is exhibiting the Asch phenomenon in this scenario. a. True b. False Production, promotion, and reclamation of environmentally sensitive products is the basic […]

Which of the following is not affected by big data? a. Market share b. Company revenues c. Advertising budgets d. Customer interests The first step in the marketing research process is to conduct exploratory research, and then use the information […]

Downstate Drug Company relies heavily on fear appeals in its advertising for prescription medications. As the new promotions director, you will soon advise the CEO to begin transitioning to different kinds of messages. Choose the argument(s) you are unlikely to […]

As a new employee in the sales promotion department of a hotel chain, you proudly tell a coworker about all the ways you can help the chain grow. Later, you’re embarrassed when you realize you misspoke. You mistakenly claimed that […]

During which of the following stages in the product lifecycle, do industry sales of the product level out? a. Introductory stage b. Growth stage c. Maturity stage d. Decline stage Charles Schwab, an equity investment company, will face the risk […]

The Robinson-Patman Act was intended primarily to save jobs. a. True b. False At the _____ stage of brand loyalty, marketers use advertising as a means to increase consumer awareness of a brand. a. brand recognition b. brand preference c. […]

_____ are Web pages that are publicly accessible journals for individuals or organizations. a. Electronic bulletin boards b. Podcasts c. Blogs d. Social networks Marketing research is most likely to be outsourced if the: a. outside provider is a government […]

Which of the following is true of an IMC strategy? a. It begins with the organization’s goods and services. b. It sends product-focused messages. c. It views the parts of a promotional mix as isolated components. d. It begins with […]

A flooring manufacturer has experienced an increase in sales of laminate flooring in the stores located in the southeastern region of the United States. A recent marketing plan identifies that cork flooring will be introduced in the same stores before […]

_____ is a form of exporting in which a firm barters products rather than selling them for cash. a. Subcontracting b. Free trade c. Countertrade d. Franchising When Tom decided to buy a washing machine, he had very little knowledge […]

Psychographic segmentation divides a population into groups with similar values and lifestyles. a. True b. False Mike doesn’t like to shop but when he needs new clothes, he goes to the Buckle because he’s learned they have great products, excellent […]

Forming a joint venture is the best way to enter into foreign markets that are regarded as developing economies. a. True b. False Which of the following focuses on the environment in which the marketing plan is to be implemented? […]

Social media marketing allows customers to promote the firm’s messages themselves. a. True b. False The most common reasons cited by marketers for going global include new customers in emerging markets and reduced trade barriers. a. True b. False True […]

A product’s package color, size and label shapes are all part of its trade dress. a. True b. False The three basic strategies for entering foreign markets are import/export, contractual agreements, and international direct investment. a. True b. False True […]

Focused public relations activities that directly support marketing goals are called _____. a. noise b. advertising c. promotion d. publicity e. sales promotion f. guerrilla marketing g. posttesting h. split runs i. cooperative advertising j. marketing public relations k. media […]

Sales promotions often lead to sales and profit growth in the long run. a. True b. False Carlos has always been interested in the medical profession and took advanced biology and human anatomy courses in college so he could pursue […]