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_____ 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. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
Which of the following statements is true of selling agents?
a. They do not provide financial assistance for the manufacturer.
b. They are ideal marketing channels for large, financially strong, and
customer-oriented firms.
c. They typically have minimal control over pricing decisions and promotional outlays.
d. They mainly operate in the coal, lumber, and textiles industries.
According to the BCG matrix, stars require considerable inflows of cash to finance
further growth.
a. True
b. False
Which statement best describes the similarities between retail convergence and
scrambled merchandising?
a. Both are frustrating to consumers because they make it difficult to know which stores
carry certain items.
b. Both terms describe the contemporary retail market, in which similar items are
available from multiple retailers.
c. Both are retail trends that are blurring the lines between different types of retailers,
making classification difficult.
d. Both terms describe the practice of offering very dissimilar products at the same
location in the hope of increasing overall sales.
e. Both are methods used to classify types of retailers by such characteristics as “form
of store ownership” and “services provided.”
Little Princess, a California based company, is a creator of dolls and other toys for girls.
The company is mainly involved in designing new toys and developing their
prototypes. It has signed an agreement with some local toy manufacturers in Europe
and North America to manufacture and distribute their toys in the local markets. These
contracts are for a specified time period and permit the foreign marketer to distribute
goods in a specified geographic area. Which of the following strategies is being used by
Little Princess to enter foreign markets?
a. Exporting
b. Direct Investment
c. Foreign licensing
d. Sole sourcing
A person who oversees all of the company’s social media functions, ranging from
blogging copywriter to social media strategist is called a _____.
a. content programmer
b. social media marketing manager
c. social media developer
d. social media specialist
DK Motors' difficulty in competing with other car makers due to its lack of
responsiveness to changing consumer preferences constitutes a:
a. strategic window.
b. leveraged situation.
c. threat from the environment.
d. constraint on its activity.
AlphaDevelopers.com is a website that provides a platform for users to post general
information on mobile phones, tablets, and other electronic devices. The users can rate
the devices and also answer queries from other users. AlphaDevelopers.com is an
example of a(n) _____.
a. blogging site
b. social networking site
c. social news site
d. online forum
A video renting outlet offers free movies for customers, if they rent a certain number of
movies within a specified time periods, in order to encourage them to spend more on
renting movies from the outlet. This type of marketing strategy is an example of _____.
a. frequency marketing
b. viral marketing
c. internal marketing
d. buzz marketing
An accidental sample is also known as a _____ sample.
a. simple random
b. convenience
c. stratified
d. cluster
A company that changes its product’s package size, price, and promotional message to
meet the local market’s taste is using a straight extension marketing strategy.
a. True
b. False
Modern accounting procedures provide managers with a clear understanding of cost
structures, so managers can readily comprehend the supply side of the pricing equation.
a. True
b. False
Marketers must consider the advantages and disadvantages of each marketing strategy
as they choose which one is the best fit for their firm. You have chosen to market your
company's product using a differentiated marketing strategy. What disadvantage will
you face?
a. Your mass marketing approach may put you out of touch with today's consumer.
b. Your marketing costs will be higher and you will have more production processes.
c. Your direct competition may appeal to your very narrow niche market in a similar
manner.
d. Your firm may lose sight of other larger and more profitable markets.
e. Your mass marketing approach may not appeal to smaller market segments.
Which technology creates a common interface for data to be carried across networks
between different devices?
a. IMS
b. WiFi
c. VoIP
d. RFID
Which of the following is employed by theatrical productions when they charge higher
prices for their weekend shows than for the shows on weekdays even though the cost of
producing the show remains the same on all days?
a. Modified breakeven analysis
b. Yield management
c. Incremental pricing
d. Marginal pricing
Gennaro Research is a ______ research supplier and recently completed research for
Norwalk Chemical. Gennaro Research was considered the "marketing research arm" of
Norwalk Chemical and performed all of the steps in the marketing research process.
a. full-service
b. limited-service
c. boutique
d. syndicated
When choosing a distribution strategy, manufacturers also focus on developing and
maintaining relationships with those in their marketing channels. What is this concept
called? Select the best answer from the choices below.
a. channel management
b. channel coordination
c. channel commitment
d. channel conflict
e. channel cooperation
You are in charge of developing profit centers for a new chain of waterside resorts.
These will include restaurants, spas, and marinas. To ensure the proper use of transfer
pricing within the organization, the company accountant has provided a list of relevant
questions for you to answer. Which of the following questions appear(s) on her list?
a. What rate should be charged by restaurant cleaning crews to mop the floors in the
spas?
b. Should the spas charge resort employees who use its facilities the same access fee
charged to guests?
c. When the restaurants rent boats for special dinners, what rental rate should be
charged by the marinas?
d. When resort employees eat in the restaurants, should they pay the same menu prices
as guests?
e. Only questions b and d appear on her list.
Availability of goods and services at convenient locations creates:
a. form utility.
b. time utility.
c. place utility.
d. ownership utility.
Sales promotions encourage immediate action as they impose limited time frames.
a. True
b. False
Draymond worked in the hospitality industry during college and had extensive
experience in food service and dining centers. He obtained a sales position with Hormel
and was attracted to the position because his job primarily involved promotion of
Hormel's various products to restaurants, hospitals and other institutional buyers in
cooperation with local distributors such as Sysco Foods. Draymond enjoys the
opportunity to work as a team with his Sysco Foods sales representatives who often ask
him to join them on their sales calls to customers. Draymond does not take orders from
customers for Hormel products but works collaboratively with Sysco Foods whose
representatives work directly with customers to identify and fulfill their needs for
Hormel products. Draymond's position is best classified as _______ selling.
a. missionary
b. creative
c. telemarketing
d. inside
Most online shoppers who start with search engines do so because these provide the
greatest amount of information about products and companies.
a. True
b. False
In which of the following stages of the product lifecycle, do market supplies exceed the
demand, as a result of which a firm can increase its sales only at the expense of its
competitors?
a. Introductory stage
b. Growth stage
c. Maturity stage
d. Decline stage
The cultural diversity of the United States results in various submarkets, each with
unique values, cultural characteristics, purchasing behaviors, and consumer preferences.
a. True
b. False
IMC must not only deliver messages to intended audiences but also gather responses
from them.
a. True
b. False
Which of the following statements is true regarding manufacturer’s representatives?
a. They typically work for only one firm.
b. They contract for exclusive rights to market a product.
c. They are paid on a commission basis.
d. They take the title of the products from a manufacturer and then sell these products to
customers.
In times of prosperity, marketers respond to consumer buying behavior by:
a. launching special valuepriced products that are likely to appeal to costconscious
buyers.
b. holding down costs and offering superior services at lower prices.
c. lowering prices and increasing promotions that include special offers to stimulate
demand.
d. offering new products, increasing their promotional efforts, and expanding
distribution.
What has been the impact of big data on gathering information?
a. It has increased the cost of data collection.
b. It has had little effect on marketing research data.
c. It has blurred how data is classified as secondary or primary.
d. It has slowed the data collection process.
Most consumers purchase products from retailers, but a marketer considers many
factors when deciding which marketing channel to use. Which statement below
identifies the four major factors in selecting a marketing channel?
a. Product marketing decisions are based on the combined income level of the targeted
consumer household.
b. Product marketing decisions are based on the competition's incursion into an
organization's market share.
c. Product marketing decisions are based on the marketplace, the product, the
organization itself, and the competition.
d. Product marketing decisions are based on the type of product offered.
e. Product marketing decisions are based on whether an organization operates
domestically or internationally.
Marketers can influence the outcome of the evaluation stage of the consumer purchase
decision process by:
a. attempting to convince consumers that certain attributes are more important than
others in deciding which product to buy from among an array of them.
b. identifying which evaluative criteria are important to the individual, and pointing out
which brand best meets those criteria.
c. trying to get the customer to reduce the size of the evoked set to exclude many of the
choices.
d. attempting to convince the consumer to spend more than what was budgeted for the
purchase to acquire more features they might prefer.
The process of tracking, measuring, and evaluating a firm’s social media marketing
initiatives is called _____.
a. social media management
b. content marketing
c. social bookmarking
d. social media monitoring
Perfect Digitals offers a UV lens and a sun protection cover for its camera lens for a
wide range of its digital cameras, all at a single price. This strategy used by the
company is referred to as:
a. unit pricing.
b. price flexibility policy.
c. bundle pricing.
d. competitive pricing.
