The managers of Alfredo’s Pizza, a popular pizzeria in New York City, have been
increasingly encouraging senior citizens to visit the pizzeria’s numerous outlets spread
across the city. Anticipating a rise in the population of senior citizens in the area, the
management of Alfredo’s Pizza is seeking to tap into this promising segment that
consists of retired, affluent consumers. In this instance, the managers of Alfredo’s Pizza
are anticipating company growth through ________.
A) market development
B) product development
C) mass customization
D) niche marketing
E) product differentiation
Which of the following is most likely to be the consequence of increased growth of
global trade?
A) Home markets become richer in opportunities.
B) Foreign firms expand aggressively into new international markets.
C) Global competition is curbed.
D) Industries become safe from foreign competition.
E) Domestic companies increase their chances to dominate their home markets.
Integrated marketing communications require a company’s mass-market
advertisements, Web site, e-mail, and personal selling communications to all ________.
A) have equal portions of the advertising budget
B) use independent communications directors
C) develop separate marketing objectives
D) engage the same target audience
E) deliver a clear, consistent, and compelling message
Maria Ramirez is conducting research to determine consumers’ personal grooming
habits. Because of the personal nature of many of the survey questions, Maria wants to
select the contact method that is most likely to encourage respondents to answer
honestly and that will allow her to easily collect large amounts of data. Which of the
following is best suited to meet Maria’s requirements?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions
In response to price cuts from competitors, a cereal company with several more
expensive and higher quality cereals introduced a lower-priced option to its product
line. This is an example of which of the following responses to a competitor’s price cut?
A) raising the perceived value of a product
B) improving product quality
C) accepting a reduced market share
D) launching a “fighter brand”
E) using high-low pricing
Which of the following would be considered a service retailer?
A) factory outlets
B) supermarkets
C) jewelry stores
D) restaurants
E) gas stations
Rather than competing head to head with established competitors, many companies
seek out unoccupied positions in uncontested market spaces. They try to create products
and services for which there are no direct competitors. This is called a ________.
A) horizontal integration approach
B) commercialization process
C) guerrilla marketing technique
D) blue ocean strategy
E) lean dynamics approach
A company’s marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and others. These organizations and groups are
also known as ________.
A) media publics
B) marketing intermediaries
C) customers
D) citizen-action publics
E) internal publics
________ are low-growth, high-share businesses/products that need less investment to
hold their market share.
A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Bears
________ companies use both offline and online marketing channels.
A) Start-up
B) Click-only
C) Omni-channel retailing
D) Brick-and-mortar
E) Brick-only
Which type of store carries a deep assortment of a particular product line, has
knowledgeable staff, and can be viewed as a giant specialty store?
A) category killer
B) convenience store
C) factory outlet
D) warehouse club
E) off-price retailer
Dan has been directed to study the forces close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment
A(n) ________ is an individual who represents a company to customers by prospecting,
communicating, selling, servicing, information gathering, and/or relationship building.
A) auditor
B) trainer
C) salesperson
D) manager
E) human resource personnel
Personal communications about a product between target buyers and neighbors, friends,
family members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence
Which of the following is true about the demand curve?
A) A demand curve indicates the drop in the average per-unit production cost that
comes with accumulated production experience.
B) A demand curve indicates the cost per unit of output in the long run.
C) A demand curve indicates the cost per unit of output in the short run.
D) In a monopoly, the demand curve does not indicate the total market demand
resulting from different prices.
E) A demand curve shows the number of units the market will buy in a given time
period at different prices that might be charged.
Which of the following is true with regard to strategic planning?
A) At the corporate level, the company starts the strategic planning process by
determining what portfolio of businesses and products is best for the company.
B) A strategic plan deals with a company’s short-term goals.
C) The focus of strategic planning is to define a game plan for long-run survival and
growth.
D) The strategic plan is a statement of an organization’s purpose.
E) Strategic planning involves identifying segments of consumers with identical
preferences.
According to the service profit chain, superior internal service quality results in
________.
A) lesser service value
B) increased word-of-mouth sales
C) reduced after-sale services
D) more satisfied, loyal, and hardworking employees
E) negative brand equity of newly launched products
When it first opened stores across the United States, Bateman’s, an office supply chain
store, had the best product selection, the best service, and the lowest prices compared to
other office supply chain stores. As a result, Bateman’s captured a significant chunk of
the market in the short run. Which of the following positioning strategies did Bateman’s
most likely use?
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
A company must pay each month’s bills for rent, heat, interest, and executive salaries
regardless of the company’s level of output. This exemplifies its ________ costs.
A) overhead
B) variable
C) target
D) total
E) unit
Which of the following is true of a pure competitive market?
A) A single seller has a major effect on the current and future market price.
B) Companies spend significantly on marketing research and product development.
C) The advertising budget of companies is usually huge.
D) Sellers try to develop differentiated offers for different customer segments.
E) Sellers spend little time on marketing strategy.
Juana looked at the September issue of her favorite fashion magazine and did not find
anything particularly interesting despite the fact that the magazine had several
advertisements that were targeted at Juana’s demographic. The only thing that interested
her was an article about an upcoming fashion show. Which consumer behavior is being
illustrated in this instance?
A) subliminal advertising
B) groupthink
C) selective attention
D) social loafing
E) consumer ethnocentrism
Companies must attract visitors to their Web sites. Which of the following is a method
companies use to entice visitors not just to visit but also to return to a site?
A) using flashy graphics, bright colors and vivid pictures
B) aggressively promoting the site in broadcast advertising and through ads and links
on other sites
C) offering prizes for visiting the site
D) providing rewards for visitors connecting their friends to the site
E) requiring registration on the first visit to the site
Which of the following is the macroenvironmental force that benefitted The Landing
the most?
A) the legal environment
B) the natural environment
C) the economic environment
D) the political environment
E) the technological environment
Which of the following involves introducing less-expensive versions of established,
brand name products?
A) markup pricing
B) good-value pricing
C) time-based pricing
D) cost-based pricing
E) target profit pricing
Which of the following is the best response a company can make to competitive
threats?
A) continuous innovation
B) surrender to the competitor
C) exit from the market
D) divestment
E) globalization
Which of the following is NOT a major public relations tool?
A) trade shows and conferences
B) stationery, logos, and uniforms
C) public service activities
D) videos
E) annual reports and brochures
Online companies include all of the following EXCEPT ________.
A) content sites
B) online social media
C) search engines and portals
D) transaction sites
E) brick-and-mortar
Which of the following is true with regard to e-procurement?
A) E-procurement has significantly declined in recent years.
B) Typically, business marketers do not favor e-procurement as it offers them little
benefit.
C) E-procurement has been widely practiced since the 1950s.
D) E-procurement adds to existing inefficiencies in the supply chain.
E) E-procurement hastens order processing and delivery.
Which of the following leads to cultural pollution?
A) commercial noise
B) air pollution
C) language barriers
D) inflation
E) redlining
You own a small independent retail store in your neighborhood. You want to offer fresh
seafood, milk, and bread in your store. In this case, which of the following types of
wholesalers will serve you the best?
A) truck jobber
B) independent distributor
C) drop shipper
D) mail-order wholesaler
E) manufacturers’ agent
Which of the following would lead to greater competition in the maturity stage of the
PLC?
A) overcapacity
B) market pioneers
C) poor management
D) inadequate promotion
E) diminishing budgets
Brands in a market with many competitors and high advertising clutter must ________.
A) have very high prices compared to competitors
B) be advertised only through print and social media
C) be advertised more heavily to be noticed in the marketplace
D) never be advertised using informative advertising
E) be advertised only during the mature stage of the product life cycle
Which of the following is true about customer relationship management (CRM)?
A) Data mining has limited applicability in CRM activities.
B) Sophisticated analytical tools are sparingly used in CRM activities.
C) CRM reduces the number of customer touch points.
D) CRM aims to maximize customer loyalty.
E) CRM enables firms to compare various product and service categories.
Which of the following is a major form of direct-response television marketing?
A) telemarketing
B) interactive TV
C) social media
D) digital catalog
E) podcast
Public relations specialists use several tools. Identify three of these tools and describe
how they can help a company communicate with the public.
What is deceptive pricing?
Why is government regulation necessary to protect consumers from unfair business
practices?
Why do ad expenditures remain high in the growth stage of the PLC?
Briefly describe the history of legal concerns about packaging and labels.
Explain how a company benefits from monitoring the blogosphere.
What are the different ways in which the major cultural values of a society are
expressed?
What functions do buyers serve in a buying center?
A marketer’s fixed costs are $400,000, the variable cost is $16 per unit, and the price of
the product is $24 per unit. What is the company’s break-even point in dollar sales?
Why and how do companies use workload approach?
Why has the cost of product liability insurance risen so dramatically?
The background for the QuickRelief allergy medication ad appearing in the magazine
Better Homes and Gardens shows green grass and lovely flowers. The headline states
“QuickRelief is 54% more effective than the leading prescription.” At the bottom of the
ad, in small print, is an explanation of how the effectiveness of QuickRelief was
determined. The ad also shows a package of QuickRelief so consumers can easily
recognize it at the store. Identify the different components of the communication model
for this advertisement.
Differentiate between controlled test markets and simulated test markets.
Discuss the international marketing objectives and policies a company should try to
define before going abroad.
Explain the major benefits of direct marketing for customers and for sellers.
What is a product?
List three variables that are used in segmenting business markets.
Describe the three characteristics that advertising appeals should have?
Who are the major players in a company’s microenvironment? Explain the role that
each actor plays.
When does product line stretching occur?