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Chapter 1 An Overview of Markeng This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 3 Company Clips (video) on […]

Chapter 1: An Overview of Marketing 1 Review Queson 1. Give an example of a company that is successfully following a production orientation. Why does following a production orientation make a firm in this industry successful? A mature product, such […]

Chapter 1: An Overview of Marketing 1 MULTIPLE CHOICE 1. Marketing is the activity, set of institutions, and processes for __________ offerings that have value for customers, clients, partners, and society at large. a. creating b. communicating c. delivering d. […]

Chapter 10 Product Concepts This chapter begins with the learning outcome summaries followed by a set of lesson plans for you to use to deliver the content. Lecture on page 4 Company Clips (video) on page 5 Group Work (for […]

Chapter 10: Product Concepts 1 Review and Assignments for Chapter 10 Review Quesons 1. Although major appliances, like washers and dryers, are usually considered homogeneous shopping products, the high-efficiency front-loaders that boast many more features than standard machines are gaining […]

Chapter 10: Product Concepts 1 TRUE/FALSE 1. Burger King’s Dr Pepper Shake is a product. PTS: 1 OBJ: LO: 10-1 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge 2. Burger King’s Chili Cheese Grilled Dog […]

Chapter 11 Developing and Managing Products This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 3 Company Clips (video) on […]

Chapter 11: Developing and Managing Products 1 Review and Assignments for Chapter 11 Review Questions 1. List the advantages of simultaneous product development. Advantages of simultaneous product development include shortening the development 2. What are the major disadvantages to test […]

Chapter 11: Developing and Managing Products 1 Case Assignment: Tesla Motors Tesla Motors was founded with innovation in mind. Launched in 2003 by a group of engineers in The Tesla Roadster was launched in 2008 and can travel 245 miles […]

Chapter 12 Services and Nonprot Organizaon Markeng This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) […]

Chapter 12: Services and Nonprofit Organization Marketing 1 Review and Assignments for Chapter 12 Review Quesons 1. Assume you are a manager of a bank branch. Write a list of the implications of intangibility for your firm. Although students’ answers […]

Chapter 12: Services and Nonprofit Organization Marketing 1 Case Assignment: Lancôme and St. Jude s Children’s Research Hospiʼ– tal In most people’s minds, curing childhood cancer and beauty products aren’t linked, but maybe “The support of Lancôme, its network of […]

Chapter 12: Services and Nonprofit Organization Marketing 1 Part 3: Integrated Case Assignments Marketing Miscues McAfee Virus Protection Update Crashes Computers Worldwide Headquartered in Santa Clara, California, McAfee was founded in the late 1980s and is now one of the […]

Chapter 12: Services and Nonprofit Organization Marketing 1 Critical Thinking Case Prestige Brands, Inc.: Transforming the Business Prestige Brands markets, sells, and distributes over-the-counter healthcare and household cleaning products to retail outlets in the United States, Canada, and certain international […]

Chapter 13 Supply Chain Management and Markeng Channels This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 5 Company Clips […]

Chapter 13: Supply Chain Management and Marketing Channels 1 Review and Assignments for Chapter 13 Review Quesons 1. Discuss the benefits of supply chain management. How does the implementation of supply chain management result in enhanced customer value? Students’ answers […]

Chapter 13: Supply Chain Management and Marketing Channels 1 TRUE/FALSE 1. The pork shortage was a supply chain management issue for Chipotle. PTS: 1 OBJ: LO: 13-1 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge […]

Chapter 14 Retailing This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Group Work (for smaller sections) on page […]

Chapter 4: Retailing 1 Review and Assignments for Chapter 14 Review Quesons 1. Discuss the possible marketing implications of the recent trend toward supercenters, which combine a supermarket and a full-line discount store. Supercenters have been created to meet the […]

Chapter 4: Retailing 1 MULTIPLE CHOICE 1. Kroger Co. is what type of retailer? a. department store b. specialty store c. supermarket d. warehouse club PTS: 1 OBJ: LO: 14-2 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: BLOOMS: […]

Chapter 4: Retailing 1 Part 4: Integrated Case Assignments Marketing Miscues Microsoft Implies Distribution of Angry Birds on Windows Phone 7 Rovio Mobile is a leading independent developer of wireless games. The company has developed games for companies such as […]

Chapter 15 Markeng Communicaons This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on page 5 […]

Chapter 15: Marketing Communications 1 Review and Assignments for Chapter 15 Review Quesons 1. What is a promotional strategy? Explain the concept of a competitive advantage in relation to promotional strategy. Although students’ answers will vary, they should address some […]

Chapter 15: Marketing Communications 1 Video Assignment: Pepe’s Pizzeria Pepe’s Pizzeria is a popular restaurant located in Connecticut. The CEO discusses the thought process behind their marketing strategy, how promotions work for Pepe’s and the general location strategy that comes […]

Chapter 16 Adversing, Public Relaons, and Sales Promoon This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips […]

Chapter 16: Advertising, Public Relations, and Sales Promotion 1 Review and Assignments for Chapter 16 Review Quesons 1. Discuss the reasons why new brands with a smaller market share spend proportionately more on advertising than brands with a larger market […]

Chapter 16: Advertising, Public Relations, and Sales Promotion 1 Application 2 In this age of 24-hour cable news channels, tabloid news shows, and aggressive local and national news reporters intent on exposing corporate wrongdoing, one of the most important skills […]

Chapter 16: Advertising, Public Relations, and Sales Promotion 1 Great Ideas for Teaching Chapter 16 Gary M. Donnetty, Casper College An Advertising Project to Stimulate Downtown Business The following project has been successful in teaching principles, and the students seem […]

Chapter 17 Personal Selling and Sales Management This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 3 Company Clips (video) […]

Review and Assignments for Chapter 17 Review Quesons 1. Discuss the role of personal selling in promoting products. What advantages does personal selling offer over other forms of promotion? 2. What are the major advantages of personal selling to the […]

TRUE/FALSE 1. The Girl Scouts of the USA use relationship selling to sell cookies. PTS: 1 OBJ: LO: 17-3 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge 2. The first step in the selling process […]

Chapter 18 Social Media and Markeng This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on […]

Chapter 18: Social Media and Marketing 1 Review and Assignments for Chapter 18 Review Quesons 1. Why is having a social media campaign strategy important? Students’ answers will vary. Strategy is important because it links social media tactics to a […]

Chapter 18: Social Media and Marketing 1 TRUE/FALSE 1. YouTube is not considered a social media platform. PTS: 1 OBJ: LO: 18-1 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge 2. By CoverGirl reading posts […]

Chapter 18: Social Media and Marketing 1 Critical Thinking Case Lap Dance at Boston Blazers Lacrosse Game: Promoonal Mistake or Creave Genius? The Boston Blazers is a professional indoor lacrosse team based in Boston, Massachusetts, that began play in 2009. […]

Chapter 19: Pricing Concepts 1 Video Assignment: Ski Buernut Ski Butternut is a ski mountain in the Berkshires dedicated to offering a great family ski value. In this video, Matt Sawyer discusses the various ways that Ski Butternut uses pricing […]

Chapter 19 Pricing Concepts This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 5 Company Clips (video) on page 7 […]

Chapter 19: Pricing Concepts 1 Review and Assignments for Chapter 19 Review Quesons 1. Why is pricing so important to the marketing manager? 2. How does price allocate goods and services? Price sets the image of the good. In conjunction […]

Chapter 19: Pricing Concepts 1 Great Ideas for Teaching Chapter 19 Philip R. Kemp, DePaul University Survival Barter Exercise Survival is a group exercise in which student teams must use the barter system to gather the necessary items in order […]

Chapter 19: Pricing Concepts 1 True/False 1. GDS evolved from YMS. PTS: 1 OBJ: 19-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Pricing MSC: BLOOMS Level I Knowledge 2. The GDS systems that Orbitz and other middlemen use is an […]

Chapter 2 Strategic Planning for Competitive Advantage This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 5 Company Clips (video) […]

Review and Assignments for Chapter 2 Review Quesons 1. Your cousin wants to start his own business, and he is in a hurry. He has decided not to write a marketing plan because he thinks that preparing such a document […]

Video Assignment: The Nederlander Organizaon The Nederlander Organization is a global theater management company that backs productions, rents, and manages Broadway-style theaters. In this video, major managers discuss the strategic decisions behind the development of a separate company to manage […]

Chapter 3 Ethics and Social Responsibility This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on […]

Chapter 3: Ethics and Social Responsibility 1 Review and Assignments for Chapter 3 Review Quesons 1. It is sometimes said that ethics hold a person to higher standards than laws. Explain. Students’ answers will vary. Ethics refer to the moral […]

Chapter 3: Ethics and Social Responsibility 1 TRUE/FALSE 1. It has become a behavioral norm in the United States for students to finish college in debt. PTS: 1 OBJ: LO: 3-1 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: […]

Chapter 4 The Markeng Environment This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on page […]

Review and Assignments for Chapter 4 Review Questions 1. What is the purpose of environmental scanning? Give an example. Although students’ answers will vary, they should address the following issue. Environmental scanning—the collection and interpretation of information about forces, 2. […]

Video Assignment: GaGa’s Inc. GaGa’s Inc. produces a frozen dessert called Sherbetter in a variety of flavors. GaGa’s is a very small product line. Jim King, the founder and CEO, discusses the challenges his company faces in their product category. […]

Chapter 5 Developing a Global Vision This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 3 Company Clips (video) on […]

Chapter 5: Developing a Global Vision 1 Review and Assignments for Chapter 5 Review Quesons 1. What is meant by “having a global vision”? Why is it important? A global vision allows businesspeople to identify global marketing opportunities, understand the […]

Chapter 5: Developing a Global Vision 1 Case Assignment: TOMS In 2006 while traveling in Argentina, TOMS founder Blake Mycoskie saw how much harder life In 2011, TOMS expanded and launched TOMS Eyewear. They have helped restore sight to over […]

Chapter 5: Developing a Global Vision 1 PART 1—Integrated Case Assignments Marketing Miscues Concerns over Sustainability Result in Social Media Disaster for Nestlé In March 2010, Greenpeace began coordinating environmental activists in a protest over Nestlé’s alleged purchase of palm […]

Chapter 5: Developing a Global Vision 1 Critical Thinking Case Telekom Austria Group: Sustainability to Increase Value Telekom Austria Group is the largest telecommunications provider in Austria, where it has over two million fixed net lines. The company has close […]

Chapter 6 Consumer Decision Making This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on page […]

Chapter 6: Consumer Decision Making 1 Review and Assignments for Chapter 6 Review Quesons 1. The type of decision making a consumer uses for a product does not necessarily remain constant. Why? Support your answer with an example from your […]

Chapter 6: Consumer Decision Making 1 TRUE/FALSE 1. If a consumer enjoyed the PSL during the 2015 season, then they will also enjoy it during the 2016 season. PTS: 1 OBJ: LO: 6-1 TOP: AACSB: Reflective Thinking KEY: CB&E Model: […]

Chapter 7 Business Markeng This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on page 6 […]

Chapter 7: Business Marketing 1 Review and Assignments for Chapter 7 Review Quesons 1. Why is relationship or personal selling the best way to promote in business marketing? 2. Explain how a marketer could use the website http://www.census.gov/eos/www/naics/index.html to better […]

Chapter 7: Business Marketing 1 TRUE/FALSE 1. The main philosophy and practice of marketing is the same whether marketing to a business organization or a consumer. PTS: 1 OBJ: LO: 7-6 TOP: AACSB: Reflective Thinking KEY: CB&E Model: Strategy MSC: […]

Chapter 8 Segmenng and Targeng Markets This chapter begins with the learning outcome summaries followed by a set of lesson plans for you to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on […]

Chapter 8: Segmenting and Targeting Markets 1 Review and Assignments for Chapter 8 Review Quesons 1. You are the marketing manager for a specialty retailer that sells customized handbags. Write a memo to your boss describing how the company could […]

Chapter 8: Segmenting and Targeting Markets 1 Video Assignment: Numi Organic Tea 1. Jen Mullin, the vice president of marketing for Numi Organic Tea, describes their typical customer as a female, college-educated tea lover, possibly an “eco-mom.” What type of […]

Chapter 9 Markeng Research This chapter begins with the learning outcome summaries followed by a set of lesson plans for instructors to use to deliver the content. Lecture (for large sections) on page 4 Company Clips (video) on page 6 […]

Review and Assignments for Chapter 9 Review Quesons 1. The task of marketing is to create exchanges. What role might marketing research play in the facilitation of the exchange process? 2. Give an example of (1) the descriptive role, (2) […]

Case Assignment: FritoLay FritoLay, which is owned by PepsiCo, always wants to know what is on their customers’ minds Then January 2016 brought not just the beginning of a new year but the beginning of FritoLay’s next market research venture, […]

Marketing Exercise Directions Interview 10 of your classmates by asking them to answer the following: 1. Which brand of automobile they own After you have interviewed 10 individuals, team up with four of your classmates—meet under the sign for the […]

Multiple Choice 1. What consumer value does Four Loko address that is in the American tradition of such products as the Egg McMuffin and the breakfast bar? a. portability b . no waiting c. convenience d . surprise e. colorful […]

The ability of multinationals to tap financial, physical, and human resources from all over the world and combine them economically and profitably can benefit any country. a. True b. False Services, such as libraries, fire protection, and police protection are […]

Fournotts Corp. manufactures and sells accessories for cell phones. To boost its sales, the research and development team decides to use product modification as an approach to new product development. In this scenario, the research and development team will most […]

Nearshoring leads to high costs and increases supply chain risk. a. True b. False Which is an important basis for establishing competitive advantage and differentiating one’s company from competitors? a. Delivering consistent, highquality customer service. b. Providing a highquality product […]

Which of the following is NOT a characteristic of outdoor media? a. Flexibility b. High cost c. Ability to reach a broad and diverse market d. Promotion of convenience products and services The big advantage of price skimming is that […]

Patronageoriented pricing tries to maximize the number of services used by a consumer. a. True b. False Which of the following represents the thinking behind supercenters? a. They offer a nearly complete selection of merchandise within a single category and […]

A serviceproviding firm that does little or no customer satisfaction research is most likely to experience a gap between ______. a. the service quality specifications and the service that is actually provided b. the customers’ wants and what management thinks […]

In times of high inflation, businesses seeking to increase their profit margins can do so only by increasing their efficiency. a. True b. False Market segmentation helps decision makers to more accurately define marketing objectives and better allocate resources. a. […]

Which of the following is NOT a factor of external environment? a. Culture of a country b. Global economy c. Demographics d. Human resources of the organization How do you separate intermediaries from buyers and sellers for the ownership of […]

Which of the following statements is true of product items? a. They are the test products that are released by a company before starting a product line. b. They include all the products that an organization manufactures and sells to […]

Which of the following statements is true of lead qualification? a. It refers to a process in which a salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status. b. It refers to using friends, […]

Which statement is true of traditional selling? a. It allows ample time for a detailed followup with customers after a sale. b. It results in more win–win transactions for salespeople than relationship selling. c. Minimal effort is placed on asking […]

Which of the following generally does NOT result in a cost competitive advantage? a. Efficient labor b. Government subsidies c. Product design d. Maintaining older service delivery methods Global marketing is a oneway street whereby only U.S. companies sell their […]

Which of the following statements is true of a concentrated targeting strategy? a. It allows a firm to serve two or more welldefined market segments simultaneously. b. It is often adopted by small firms to compete effectively with much larger […]

Allen Inc., which produces component parts for elevators, has colocated its engineering, logistics, and procurement divisions. Which of the following describes its demandsupply integration? a. The promises that salespeople make to customers present challenges to the company’s logistics arm. b. […]

In advergaming, companies advertise or promote a product, service, organization, or issue by putting ad messages in video games played in standalone systems. a. True b. False When making an ethical decision, if there is strong consensus among coworkers that […]

In today’s marketplace, the number of customers who expect to receive product configurations and services matched to their unique needs is decreasing. a. True b. False Laelle Airlines, an international airline company offers a core service supported by supplementary services. […]

With regard to social media, the interaction between producer and consumer becomes less about entertaining and more about listening, influencing, and engaging. a. True b. False From a contemporary marketing perspective, it could be said that a person’s profession defines […]

An openended question is a type of interview question in which the respondent is asked to make a selection from a limited list of responses. a. True b. False Offshoring reduces transportation costs of distributing a company’s product. a. True […]

A company is most likely to fail to achieve a marketing objective if there are changes in the environment ______. a. before the objective is specified and after the strategy is debated b. before the objective is specified and the […]

Why do new brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share? a. Beyond a certain level of spending for advertising and sales promotion, diminishing returns […]

Which of the following is an element of a marketing mix? a. Pricing strategies b. Divestment strategies c. Investment strategies d. Trade restraint strategies Which of the following statements is true of markets? a. They are composed of people or […]

A limitation of revenueoriented pricing is that a. it does not focus on maximizing the surplus of income over costs. b. it cannot be used by manufacturing companies. c. determining costs can be difficult for many services. d. the profit […]

Which of the following practices can help businesses gain a cost competitive advantage? a. Using simplified production techniques b. Using expensive raw materials c. Customizing products with extra features d. Focusing on serving marginal customers When properly created, a strategic […]

_____ occurs when consumers change information that conflicts with their feelings or beliefs. a. Stimulus generalization b. Selective distortion c. Cognitive dissonance d. Selective retention To rate concept (or product) alternatives, concept tests are often used at the ______ stage. […]

A cash refund given for the purchase of a product during a specific period is called a. cash discount. b. quantity discount. c. functional discount. d. rebate. Which change in advertising is due to the influence of social media? a. […]

Quality, service, and price are three important components of _____________. a. evaluative criteria b. business ethics c. buying centers d. customer service Which of the following is true when choosing a marketing channel? a. The more standardized a product is, […]

Unlike radio, a magazine has a relatively long life span, which is further increased by a high passalong rate. a. True b. False For businesses, consumer penalties are part of doing business in a highly competitive marketplace. a. True b. […]

Which statement is true of product positioning? a. It assumes that consumers compare products solely on the basis of price. b. There are two positioning bases: application and price. c. The quality of competing products does not influence product positioning. […]

Technological success is based upon innovation, which is independent of imagination and risk taking. a. True b. False Terra Corp. produces a wide range of furniture, such as cabinets, book cases, and bureaus. It divides its consumer market into several […]

A diversification strategy is free of risk when a firm is entering unfamiliar markets. a. True b. False Which of the following is true of public relations? a. It has the advantage of being able to reach the masses. b. […]

Which of the following statements is true about a marketing plan? a. It is a set of orally communicated rules and is seldom written down. b. It is developed independently of the external business environment. c. It defines the business […]

The ways in which connected consumers exchange goods and services with each other through a digital marketplace, such as Craigslist, is called ______. a. etailing b. the sharing economy c. microtargeting d. social shopping The key characteristic distinguishing business products […]

Name: Class: Date: chapter 1 Indicate whether the statement is true or false. 1. The Internet and the extensive use of social media have fueled the change in power from consumers and business users to manufacturers and retailers. a. True […]

Name: Class: Date: chapter 10 Indicate whether the statement is true or false. 1. A service mark is the exclusive right to use a brand or part of a brand. a. True b. False 2. An organization’s product mix includes […]

Name: Class: Date: chapter 11 Indicate whether the statement is true or false. 1. It is generally considered wise to have a well extended introductory stage of the product life cycle. a. True b. False 2. At the product development […]

Name: Class: Date: chapter 12 Indicate whether the statement is true or false. 1. Many businesses have found that it is more cost effective to focus only on attracting new customers than working hard to keep the ones they already […]

Name: Class: Date: chapter 13 Indicate whether the statement is true or false. 1. Customers expect service from the moment a product is purchased until it is disposed of, and the customer service management process allows for touch points between […]

Name: Class: Date: chapter 14 Indicate whether the statement is true or false. 1. Suggestion selling by sales or service associates should always help shoppers recognize true needs rather than sell them unwanted merchandise. a. True b. False 2. Destination […]

Name: Class: Date: chapter 15 Indicate whether the statement is true or false. 1. Advertising, and sales promotion are the most productive promotion tools to use for routine decisions. a. True b. False 2. Print advertising does not involve using […]

Name: Class: Date: chapter 16 Indicate whether the statement is true or false. 1. Advertising can change consumers’ deeply rooted values and attitudes. a. True b. False 2. Experiential marketing is the coordinated effort to handle the effects of unfavorable […]

Name: Class: Date: chapter 17 Indicate whether the statement is true or false. 1. Relationship selling is more often used in selling consumer goods. a. True b. False 2. Personal selling provides a brief and precise explanation of the product. […]

Name: Class: Date: chapter 18 Indicate whether the statement is true or false. 1. Media sharing sites allow users to decide which content is promoted on a given website by voting that content either up or down on a ranking […]

Name: Class: Date: chapter 19 Indicate whether the statement is true or false. 1. To prove predatory pricing, it must be proved that the destructive company explicitly tried to ruin a competitor and that the predatory price was below the […]

Name: Class: Date: chapter 2 Indicate whether the statement is true or false. 1. For a star, the best marketing tactic is to protect existing market share by reinvesting earnings in product improvement, better distribution, more promotion, and production efficiency. […]

Name: Class: Date: chapter 3 Indicate whether the statement is true or false. 1. A decision is considered ethical or not based solely on the number of people who benefit from the decision. a. True b. False 2. Social responsibility […]

Name: Class: Date: chapter 4 Indicate whether the statement is true or false. 1. Many foreign competitors don’t consider the United States a ripe target market yet. a. True b. False 2. The CAN-SPAM Act was passed as an attempt […]

Name: Class: Date: chapter 5 Indicate whether the statement is true or false. 1. Given the United States’ current balance of trade, if more U.S. firms that export their goods, the country’s balance of trade will improve. a. True b. […]

Name: Class: Date: chapter 6 Indicate whether the statement is true or false. 1. A subculture is a homogeneous group of people who share elements of an overall culture as well as cultural elements unique to their own group. Within […]

Name: Class: Date: chapter 7 Page 1 Indicate whether the statement is true or false. 1. Items such as forklifts are more commonly sold as consumer goods than as business products. a. True b. False 2. Typically, more people are […]

Name: Class: Date: chapter 8 Indicate whether the statement is true or false. 1. Market segmentation helps decision makers to more accurately define marketing objectives and better allocate resources. a. True b. False 2. According to family life cycle segmentation, […]

Name: Class: Date: chapter 9 Indicate whether the statement is true or false. 1. The CRM system sends customer information to all areas of a business because the customer interacts with all aspects of the business. a. True b. False […]

Which of the following best defines audience selectivity? a. The number of target consumers exposed to a commercial at least once during a specific period b. The number of times an individual is exposed to a given message during a […]

Compared to convenience products, shopping products are: a. less expensive. b. found in fewer stores. c. purchased without significant planning. d. new products unknown to a potential buyer. Pointofsale interaction is a touch point in stores or information kiosks that […]

Which of the following statements is true of buying decisions? a. The type of buying decision does not affect the promotional mix of an organization. b. Consumers are not involved in complex buying decisions. c. Print advertising can be useful […]

Currency markets operate under a system of _____, which is a system in which the prices of different currencies move up or down based on the demand for and the supply of each currency. a. countertrade b. floating exchange rates […]

Maria is a very soft spoken girl and she hardly hurts anybody. She does not raise her voice when she speaks and is very careful about the way she speaks and the words she chooses. She gets married and finds […]

Social commerce sites combine basic elements of ecommerce without the overwhelming distraction of social online media. a. True b. False Unilever is a multinational corporation selling consumer goods under various categories such as foods, beverages, cleaning agents, and personal care […]

Which statement is true about younger Millennials? a. They graduated from college during the Great Recession. b. They tend to look at unemployment in the same way as done by the older generations. c. They do not spend time surfing […]

Which of the following occurs when a customer and a company representative exchange information and develop learning relationships? a. Transactional selling b. An intervention c. Customer profiling d. An interaction Which of the following strategies will help service organizations overcome […]

In the everchanging marketplace, which of the following statements is true of marketing research? a. It does not allow managers to explore alternatives. b. It helps managers take advantage of opportunities in the market. c. It cannot help managers serve […]

It is possible to define every person and every organization in the world as a market segment because each is unique. a. True b. False Intix Inc. is a manufacturer of mother boards for computer systems, which sells its product […]

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with: a. advertising. b. franchising. c. personal selling. d. nonstore retailing. During offseason, the […]

The population group born between 1965 and 1978, who value education and knowledge, and who tend to do significant research before making a major purchase is known as: a. Millennials. b. Gen Xers. c. tweens. d. Baby Boomers. In the […]

Which of the following is a difference between offprice retailers and specialty shops? a. Offprice retailers keep a greater amount of floor stock, whereas specialty shops keep a lower amount of floor stock. b. Offprice retailers charge customers higher prices, […]

Quinn is the sales manager of a firm with a questionable reputation. During his tenure, he has witnessed numerous incidents of ethical misconduct. Research shows that he would observe less ethical misconduct if ________________________. a. his coworkers had a strong […]

Which ethical theory does not believe in absolute rules and states that during an ethical dilemma, a person makes the most appropriate decision by considering all the alternatives and choosing the lesser among evils as the resolution? a. Casuist ethical […]

All of the following are types of reference groups EXCEPT: a. formal. b. informal. c. personal. d. direct. A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a […]

Which of the following is NOT an advantage of personal selling? a. Personal selling provides a detailed explanation or demonstration of the product. b. Costs can be controlled by adjusting the size of the sales force. c. Personal selling is […]

Which of the following statements is true of thirdstage multinational companies? a. They sell products only in one country. b. Their top executives and core corporate functions are in different countries. c. They operate an entire line of business in […]

____________ is an intelligence system that helps managers assess their competition and vendors to become more efficient and effective competitors. a. Competitive intelligence b. Research intelligence c. Market intelligence d. Market research Which of the following is a price tactic […]

Robust, a leading industrial manufacturer, has developed a new air conditioner with high cooling capacity. To identify potential clients who will be interested in the new product, the company has sent out pamphlets to many firms along with its contact […]

Unlike hedonic value, utilitarian value: a. is a form of perceived value. b. is obtained from products rather than services. c. can be viewed as a means to an end. d. can be enjoyed without making a purchase. Scannerbased research […]

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer. a. A mall […]

Which of the following statements is true of valuebased pricing? a. It is a modification of uniform delivered pricing. b. It is sometimes called postage stamp pricing. c. It has grown out of the quality movement. d. It presents drawbacks […]

The PLC for a brand that was the first and last competitor in a product form market is ______. a. said to be zero or nil b. longer than that of the product form c. shorter than that of the […]

Saving money is a major priority for _________, who are generally economical and look for value when making purchases. a. Gen Xers b. Millennials c. teens d. tweens Wester Helix, a watch manufacturing company, is a brand mostly associated with […]

Advertising can change consumers’ deeply rooted values and attitudes. a. True b. False A firm that acknowledges the importance of all four marketing mix decisions (product decisions, place or distribution decisions, promotion decisions, and pricing decisions) is a ______ firm. […]