A product’s position is the place it occupies relative to competitors’ products in
consumers’ minds.
Brand name products give buyers assurances of consistent quality.
Local publics include consumer organizations, environmental groups, minority groups,
and others.
A group of firms in an industry following the same or a similar strategy in a given target
market is known as a strategic group.
Value-based pricing uses the sellers’ perception of value as the key to pricing.
Corporate chains are two or more outlets that are commonly owned and controlled.
If demand is elastic rather than inelastic, sellers will consider lowering their prices.
During proposal solicitation, the buying center often will draw up a list of desired
supplier attributes and their relative importance.
While lower prices may attract additional customers, it is possible for pricing strategies
to result in the product becoming a commodity in the customers’ eyes.
Oreos are less sweet or less bitter in certain countries. This is an example of straight
product extension.
A sample is a segment of the population selected for marketing research to represent the
population as a whole.
“At Trader Joe’s, our mission is to provide all our customers the best food and beverage
values to be found anywhere, and the information to make informed buying decisions.”
This is a product-oriented business definition.
People’s tastes in food, clothes, recreation, and even furniture remain unchanged as they
age.
Mass marketers can expect consumers to distinguish between commercial message
sources to maintain a clear image of a company and its brands.
A company buying a product or service for the first time faces a new task situation.
Encoding is the process by which the receiver assigns meaning to symbols.
Agencies bring an outside point of view to solving a company’s problems, along with
lots of experience from working with different clients and situations.
Social media sites with small audiences, such as Birdpost.com, can be as effective in
creating customer engagement as sites with large audiences, such as Pinterest.
It is more efficient for a company to keep the marketing channel functions—such as
information gathering, promotion, contacting customers and matching their needs,
negotiation, and physical distribution—in-house as they are most skilled at those
functions.
The inside sales force consists of salespeople who conduct business from their offices
via telephone, the Internet, or visits from buyers.
Market challengers can grow by further increasing their market shares.
The four Cs concept adopts the buyer’s view of the market.
Blogs can be used to appeal to specific special-interest groups, about almost any topic.
Most businesses that manufacture products for the consumer market also sell directly to
consumers.
Under the strategy of intensive distribution, the producer gives only a limited number of
dealers the exclusive right to distribute its products in their territories.
Intermarket segmentation refers to forming segments of consumers who have different
needs and buying behaviors in a given geographical region.
The World Trade Organization established the General Agreement on Tariffs and Trade,
which replaced the WTO in 1995 and now oversees the original WTO provisions.
Market development involves company growth by identifying and developing new
market segments for current company products.
In the follow-up stage of the selling process, the salesperson asks the customer for an
order.
Sellers cannot influence or use consumers’ reference prices when setting their product
prices.
Poor or emerging economies are unattractive markets for many kinds of goods.
Customer touch points include customer purchases, satisfaction surveys, credit and
payment interactions, sales force contacts, and service and support calls.
For segmented pricing to be an effective strategy, prices should reflect real differences
in customers’ perceived value.
A non-corporate VMS integrates successive stages of production and distribution under
single ownership.
With technology advances making it simple to contact many customers at once,
companies have moved toward mass marketing over target marketing.
Marketing success requires building relationships with other company departments,
suppliers, marketing intermediaries, competitors, various publics, and customers, which
combine to make up the company’s value delivery network.
Foreign firms are expanding aggressively into new international markets, and home
markets are no longer as rich in opportunity.
Spam is unsolicited, unwanted commercial e-mail messages that clog up users’
e-mailboxes.
Marketers often involve actual customers in product testing.
Competitive exchanges such as comparison advertisements can provide useful
information to consumers and advantages from brands. However, they also might
reflect negatively on the entire industry.
Renee’s, a company selling winter clothing in Chicago, ran a preseason promotion on
some of its fur jackets, offering cash refunds if the snowfall in the customer’s market
area turned out to be below average. This exemplifies ________.
A) puffery
B) satisficing
C) prospecting
D) a price pack
E) a rebate
________ involves cultivating opinion leaders and getting them to spread information
about a product or a service to others in their communities.
A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations
________ contributes to a product’s usefulness as well as to its looks.
A) Sensational style
B) Good design
C) Quality
D) Consistency
E) Packaging
Store retailers must master ________, integrating store and online channels into a single
shopper experience.
A) showrooming
B) single-channel retailing
C) omni-channel retailing
D) webrooming
E) dual-channel retailing
________ involves gathering primary data by asking people questions about their
knowledge, attitudes, preferences, or buying behavior. It is the most widely used
method for primary data collection.
A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research
“To busy multitaskers who need help remembering things, Evernote is a digital content
management application that makes it easy to capture and remember moments and
ideas from your everyday life using your computer, phone, tablet, and the Web.” This is
an example of a(n) ________.
A) positioning statement
B) statement of purpose
C) order-routine specification
D) vision statement
E) product specification
Which of the following is an external factor that affects pricing decisions in a company?
A) the company’s overall marketing strategy
B) the nature of the market
C) the organizational objectives of the company
D) elements of the company’s marketing mix
E) the annual advertising budget of rival firms
With the help of ________ systems, consumers can avoid watching ads.
A) USB
B) CCTV
C) HDMI
D) DVR
E) XBMC
At a local farmers’ market, Molly Malone sells mussels while shouting to passersby,
“Fresh seafood, get your fresh seafood here!” What kind of perspective is Molly taking?
A) customer-driving
B) inside-out
C) customer-driven
D) outside-in
E) niche marketing
Trade-in allowances are most commonly used in the ________ industry.
A) real estate
B) automobile
C) dairy products
D) financial services
E) health care
Trends in the natural environment include all of the following EXCEPT ________.
A) increased government intervention
B) the development of an environmental sustainability movement
C) increased pollution
D) decreased costs of product development
E) shortages of raw materials
________ refer to people in an organization’s buying center who affect the buying
decision; they often help define specifications and provide information for evaluating
alternatives.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
In the context of a company’s marketing mix, ________ includes company activities
that make the product available to target consumers.
A) position
B) place
C) price
D) promotion
E) branding
To enable customers to opt out of seeing particular ads, marketers use a(n) ________.
This is added to behaviorally targeted online ads to tell consumers why they are seeing
a particular ad.
A) advertising option icon
B) opt-in question
C) X to close the ad
D) survey
E) questionnaire
Which of the following is NOT likely to improve coordination between marketing and
sales?
A) appointing a high-level marketing executive to oversee both marketing and sales
B) arranging joint meetings and spelling out communications channels
C) creating rewards systems that put marketing and sales in competition with each other
D) including brand managers in sales calls
E) adding marketing-sales liaisons to coordinate programs and efforts
Consumer advocates, government agencies, and other critics have accused marketing of
harming consumers through ________.
A) technological obsolescence
B) sales promotion tactics
C) viral marketing
D) anti-trust laws
E) planned obsolescence
Which of the following is true with regard to personal selling?
A) Personal selling entails personal presentations by a firm’s sales force for the purpose
of making sales and building customer relationships.
B) Personal selling involves making personal requests to potential buyers to enter into
short-term business relationships with firms.
C) Personal selling distances the buyer from the seller and does not focus on building
enduring relationships.
D) An outside sales force is not involved in personal selling.
E) Personal selling is a relatively new profession.
Hearth & Home, a store which sells household products, has announced a one-week
sale on its new carpet line. This is an example of ________.
A) promotional pricing
B) seasonal pricing
C) by-product pricing
D) product bundle pricing
E) time-based pricing
________ can strongly influence business buyer reactions to the marketer’s behavior
and strategies, especially in the international marketing environment.
A) Political developments
B) Culture and customs
C) Technological changes
D) Competitive developments
E) The cost of money
From a market point of view, Universal Pictures film studio might see its competition as
________.
A) Paramount Pictures
B) Warner Bros. Pictures
C) Walt Disney Pictures
D) 20th Century Fox
E) Broadway
With direct marketing, companies can interact with customers in all of the following
ways EXCEPT ________.
A) in person
B) learning more about customers’ needs
C) personalizing products and services
D) answering questions from customers
E) by phone or online
________ show(s) consumer perceptions of a company’s brands versus competing
products on important buying dimensions.
A) Differentiation
B) Positioning
C) Market targeting
D) Perceptual positioning maps
E) Market segmentation
Which of the following promotional tools is the most effective in building up buyers’
preferences, convictions, and actions?
A) mass-market advertising
B) sales promotion
C) segmented advertising
D) personal selling
E) public relations
Many institutions, including retailers, wholesalers, and ________ do retailing.
A) schools
B) government agencies
C) factory farmers
D) manufacturers
E) defense contractors
Which of the following is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings
Jonathan works for a firm that assists companies in promoting, distributing, and selling
their products to end consumers. The firm Jonathan works for is a ________.
A) licensor
B) supplier
C) marketing intermediary
D) local public
E) general public
Which of the following focuses on finding new ways to solve customer problems and
create more customer-satisfying experiences?
A) concept testing process
B) customer value proposition
C) customer-centered new product development
D) customer lifetime value
E) team-based new product development
Which of the following is an advantage of using digital catalogs?
A) lists the phone numbers of interested prospects
B) coordinates with direct-response television ads
C) points customers to the nearest kiosk
D) eliminates printing and mailing costs
E) creates emotional contact with customers
Which form of geographic pricing is a company using when it charges the same rate to
ship a product anywhere in the United States?
A) uniform-delivered pricing
B) psychological pricing
C) zone pricing
D) FOB-origin pricing
E) basing-point pricing
Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal
for hiking and other outdoor activities. Which of the following brand personalities
could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
Manufacturers must comply with specific laws regarding ________.
A) profit margins
B) product quality and safety
C) product harvesting
D) distribution channel length
E) product life cycles
Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo
and Loopy, on different consumer groups. For the purpose of her study, she divided 20
volunteers into two groups and asked the members of one group to have Kinglo cereal
and the members of the other group to have Loopy cereal for breakfast. She decided to
compare the responses of the volunteers after a week to gain deeper insights into
consumer attitude. In this instance, Juanita is using ________.
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing
Companies that operate large marketing departments, conduct expensive marketing
research, spell out elaborate competitive strategies, and spend huge sums on advertising
are using ________ marketing strategies.
A) informal
B) formulated
C) entrepreneurial
D) intrepreneurial
E) blue ocean
“The buying center concept presents a major marketing challenge.” What does a
business marketer need to learn in order to deal with the challenge effectively?
In terms of ethnic and racial makeup, why is the United States today more accurately
characterized as a “salad bowl” than a “melting pot”?
What is a private brand?
Compare a conventional distribution channel with a vertical marketing system (VMS).
Compare and contrast the advantages and disadvantages of standardized global
marketing and adapted global marketing.
When would a marketer most likely use a comparative ad?
Identify the social costs of increased automobile ownership, and then describe two
options for restoring the balance between private and public goods. Give specific
examples.
What are the various issues that are covered under environmentalism?
Sensenig Propeller manufactures replica antique wooden airplane propellers. In the
process of production, the company generates a great deal of scrap hardwood. How can
using by-product pricing benefit the company?
What is a “public” in terms of the marketing environment? In a short essay, briefly
describe the different types of publics that marketers must consider and explain how
marketing might communicate with these publics.
How does branding help buyers?
Briefly explain the major sales promotion tools.
Describe how nonstore retailing has grown in the past decade.
What are the characteristics of a successful Web site?
Why is a firm’s organizational climate an important part of building a successful sales
staff?