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 to female entrepreneurs in developing
countries through its “Make a Change Program” where customers can roundup their
purchase to the nearest dollar amount and contribute “change” for a change. This
program is part of the _______ dimension of social responsibility.
a. philanthropic
b. economic
c. legal
d. ethical
Marketing to Asian American consumers is challenging as:
a. they belong to multiple ethnic groups with their own language, religion, and value
systems.
b. they have a high acculturation rate.
c. they are widely spread in different regions of the United States.
d. they have considerably less disposable income compared to other minority groups.
Which of the following is true of contract carriers?
a. They provide transportation services as for-hire carriers to the general public.
b. They operate under much stricter regulations than common carriers.
c. They provide transportation services solely for internally generated freight and are
privately owned.
d. They establish agreements with individual customers and operate exclusively for
particular industries.
Buying an iPod generates ownership utility; however, buying a concert ticket does not.
a. True
b. False
An urban area that includes two or more primary metropolitan statistical areas (PMSA)
is called a _____.
a. metropolitan statistical area (MSA)
b. core based micropolitan region (CBMR)
c. micropolitan statistical area (SA)
d. consolidated metropolitan statistical area (CMSA)
_____ is an agreement that grants foreign marketers the right to distribute a firm’s
merchandise, or to use its trademark, patent, or process in a specified geographic area.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise
Your company wants to expand the specialized market to which it sells athletic gear.
The general public may be drawn to your items because they are attractive and popular,
but most people will balk at the high price tag for features they consider superfluous.
You decide to contact strategic partners who can recommend your product, and help
explain the concept behind workout gear that regulates body temperature, and why that
feature is not only valuable but worth the extra cost. What personal selling strategy will
be beneficial to you in your upcoming marketing campaign?
a. relationship selling
b. virtual sales team selling
c. cross-selling
d. consultative selling
e. personalized selling
_____ is a relationship involving long-term exchanges of goods or services in return for
cash or other valuable consideration.
a. Buyer partnership
b. Seller partnership
c. Internal partnership
d. Lateral partnership
The determination of whether pencils are consumer products or business products is
based on:
a. the purpose for which the pencils are purchased.
b. the number of pencils purchased.
c. the place where the pencils are purchased.
d. the total price paid for the pencils.
Within your diversified processedfood firm, there are SBUs for fruits, vegetables, dairy
products, and baked goods. Each SBU has its own:
a. Managers
b. Resources
c. Objectives
d. Competitors
e. Portfolios
In the context of pricing objectives, which of the following is the purpose of adopting a
profitability objective?
a. Market share
b. Image
c. Sales maximization
d. Target return
You have just completed an extensive marketing research project designed to determine
the potential of a new service your company is considering launching. Using surveys,
polling, face-to-face interviews, and mail-in questionnaires, you have determined that
the consumers who are most inclined to use this new service live in densely populated
urban areas within certain zip codes. What approach to market segmentation should you
use?
a. use psychographic variables to segment the market
b. use demographic variables to segment the market
c. use behavior variables to segment the market
d. use geographic variables to segment the market
e. use sociocultural variables to segment the market
A(n) _____ is a Web page that anyone can edit.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
You are a brand manager for a large chain of grocery stores. You have been working
overtime for the last two weeks to prepare for your pricing objectives meeting with the
head of sales and marketing. You walk into the meeting with a high degree of
confidence in the strategy that you have for setting the pricing objectives for your brand
category for the upcoming year. You are speechless when the marketing head tells you
that no changes in the pricing objectives will be made for your brand category. He says
he believes it is most prudent to leave the existing pricing objectives as they are for the
upcoming year.
Required:
Which of the following statements is the best explanation for the marketing head’s
decision to leave the existing pricing objectives in place with no change?
a. A status quo pricing objective can reduce a firm’s risks by helping to stabilize
demand for its products.
b. The company intends to focus on product quality instead of pricing to win market
share.
c. The company expects its market share to increase if it leaves its pricing objectives the
same.
d. Profit maximization is not an objective in the upcoming year.
e. The company is not concerned about cash flow.
As chief executive of Stalwart Shipfitting Company, a diversified producer of marine
supplies and equipment, John needs a method for spotting promising product lines that
warrant commitment of additional resources, as well as those that should be removed
from the firm’s product portfolio. A good choice for this firm at this stage would be to
use:
a. computer models.
b. strategic business units.
c. a marketing audit.
d. an industry analysis.
When a major distributor of beauty supplies went out of business, you were able to
acquire large amounts of combs, brushes, hairpins, and other accessories that you sell in
your small chain of four stores. You will be restocking your stores with this
merchandise for the next nine months. What kind of warehouse facility will you use for
your inventory?
a. cold-storage warehouse
b. distribution warehouse
c. automated warehouse
d. storage warehouse
e. consolidation warehouse
A company may limit its growth potential when it concentrates on a single product.
a. True
b. False
A pricing policy that assumes that some prices are more appealing than others is known
as _____ pricing.
a. leader
b. product-line
c. psychological
d. prestige
A company sent free samples of its new shampoo to a researched list of potential
customers. This strategy is most likely to accelerate the evaluation and trial stages of
the consumer adoption process.
a. True
b. False
A nation’s basic system of transportation networks, communications systems, and
energy facilities is known as its _____.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise
Which of the following can be classified as an accessory equipment?
a. Natural gas pipelines
b. Bottling units
c. Desktop computers
d. Printer cartridges
Brittany is a sales representative with CDW, an information technology reseller. She is a
specialist for the education market and contacts her customers who are typically
information technology directors for K-12 schools and higher education. Her territory
includes the entire United States and she is able to have flexible hours since some days
she may arrive early to contact customers on the East Coast or stay late if she’s
contacting customers in the Mountain or Pacific time zones. Her company has a
proprietary phone technology system which provides names and contact information of
leads and current customers so Brittany can make the most of her sales calls and be
more productive. She typically makes 20 to 25 dials an hour and on average is able to
speak with 2-3 individuals each hour. She was initially surprised at her ability to
connect with customers and create relationships through her phone conversations and
has created trust-based relationships over time. Her customers value her advice and
opinions because she understands their needs, has expertise in the products and services
she represents and always seeks to meet their needs. Brittany’s position is best
categorized as a(n) ________ channel position.
a. inside
b. field
c. over-the-counter
d. telemarketing
The aerospace industry has been shaken up by SpaceX, a small company building
innovative passenger spacecraft. However, because of extremely high startup costs, the
industry remains dominated by a small number of large corporations. Its market
structure may be described as a(n) __________.
a. Monopoly
b. Oligopoly
c. Temporary monopoly
d. Transitional monopoly
e. None of the above.
Common carriers cannot conduct their operations without permission from the
appropriate regulatory authority.
a. True
b. False
The aspect of public relations most directly related to promoting a firm’s products is
publicity.
a. True
b. False
An arrangement that requires a marketing intermediary to carry items other than those
they want to sell is called a(n) _____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Reference groups have a greater impact on the purchasing decision when the:
a. consumer is already established as the opinion leader in the group.
b. product is hard to recognize or see by the group.
c. purchased product is a commonly used commodity.
d. purchase is unique and conspicuous.
Which of the following is a disadvantage of using public relations as a promotional
strategy?
a. It involves much effort directed towards non-marketing oriented goals.
b. It creates a negative attitude toward a product or company.
c. It damages the credibility of a product or company.
d. It is a highly expensive method of promotion.
The rate of revenues received for every dollar spent on an expense is referred to as
_____
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
Which of the following is a market structure in which relatively few sellers compete
and where high start-up costs form barriers to keep out new competitors?
a. Pure competition
b. Discriminatory competition
c. Oligopoly
d. Monopoly
