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
Andrew Levitt runs a retail store in Norristown. Andrew’s store stocks cold weather
products as Norristown mostly has sub-zero temperatures. Which of the following is
evident here?
A) local marketing
B) concentrated marketing
C) segmented marketing
D) mass marketing
E) direct marketing
Dale’s Drugstore sells cough medicine that is sour and ineffective. This is an example of
a ________ product.
A) societal
B) pleasing
C) salutary
D) deficient
E) desirable
Which of the following statements is true regarding today’s marketing communications?
A) More marketers are shifting away from narrowly defined micromarkets and moving
toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than
finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media
continue to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with
customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today’s consumers are better informed about products and services.
Neal Murphy sells his company’s unique products on television programs. He hosts a
30-minute show in which he demonstrates and explains the advantages of the product.
At the end of the show, a toll-free number is displayed on the screen that can be used by
viewers to place their orders for the product. Which of the following forms of
advertising is evident here?
A) direct-response television advertising
B) telemarketing
C) interactive television marketing
D) podcast marketing
E) kiosk marketing
________ is the only element in the marketing mix that produces revenue.
A) Price
B) Product
C) Place
D) Fixed costs
E) Variable costs
Charlie Putnam received an e-mail promoting a new financial services institution that
offers surprisingly low mortgage rates. The e-mail simply asked customers to provide
their address, date of birth, social security number, and current mortgage information in
order to receive a free loan quote. Suspicious of the offer, Charlie researched the
company and discovered that the e-mail was a fraud. This is an example of ________.
A) cyberbullying
B) phishing
C) adware
D) spamdexing
E) viral marketing
________ consists of creating something new to meet the needs of consumers in a
given country.
A) Communication adaptation
B) Joint venturing
C) Product invention
D) Straight product extension
E) Product adaptation
In most cases, what is the most expensive promotion tool?
A) advertising
B) personal selling
C) mass media
D) public relations
E) publicity
Laws in the United States and many other countries have many business-oriented laws
covering issues such as competition, environmental protection, pricing, packaging and
labeling, product safety, truth in advertising, consumer privacy, and ________.
A) land ownership
B) taxation
C) fair-trade practices
D) education
E) interdepartmental communication
Refer to the scenario below to answer the following question(s).
Champion, Inc. is a manufacturer of lunch boxes, school bags, and school stationery.
Charles Payton, the CEO of Champion, hopes to sell the products at a low price to
penetrate the market quickly.
Which of the following best supports a market-penetration strategy for Champion?
A) Production costs increase as sales volume increases.
B) It is very difficult for competitors to enter the market.
C) The cost of producing a smaller volume is negligible.
D) The quality of the products supports high initial prices.
E) The market for the products is highly price sensitive.
Which of the following involves the direct exchange of goods and services?
A) cash transaction
B) compensation
C) buyback
D) blocked currency
E) barter
Segmented pricing is only effective when ________.
A) the segments show similar degrees of demand
B) the cost of segmenting does not exceed the revenue obtained from the price
difference
C) the segmented prices do not reflect real differences in customers’ perceived value
D) the customers of different socio-economic classes are treated according to their rank
E) companies make their services and products accessible exclusively to wealthy
patrons
Which of the following would be considered predatory pricing?
A) a company that prices its products below cost to get rid of a surplus
B) a company that prices below cost to drive out competitors
C) a company that offers a volume discount
D) a company that offers the suggested retail price on the manufacturer’s package
E) a company that offers real-time pricing online
Refer to the scenario below to answer the following question(s).
Essential-Beauty is a rapidly growing firm that manufactures women’s makeup,
perfumes, and nail-care products. The company has established itself as a high-end
cosmetic product brand available at most national drug stores. In the past, almost all of
the advertising for Essential-Beauty has been in women’s fashion magazines.
The firm is now launching a new line of skin care products, ranging from facial
cleansers to body lotion. These products are designed to be marketed to a broader
audience, so the marketing team is exploring the effectiveness of different promotional
mixes.
Essential-Beauty e-mailed a survey to a group of its most frequent, loyal customers.
The survey asked what makeup and skin care characteristics were most important to
them. The company’s marketing staff then ranked the performance of Essential-Beauty
products in each of these categories. Essentials was conducting a(n) ________.
A) customer lifetime value survey
B) entrepreneurial marketing strategy
C) intrepreneurial marketing strategy
D) customer value proposition
E) customer value analysis
Family is one of the ________ factors that influence consumer behavior.
A) regional
B) social
C) personal
D) psychological
E) business
Marketing mix planning begins with ________.
A) building an offering that brings value to target customers
B) finding a suitable promotion strategy for the product
C) setting a reasonable price for the product
D) selecting the right channel for distribution of the product
E) calculating the total costs involved in manufacturing the product
Each competitor has a mix of objectives. The company wants to know the relative
importance that a competitor places on all of the following EXCEPT ________.
A) company history
B) current profitability
C) market share growth
D) cash flow
E) technological leadership
Companies using target costing ________.
A) first design a new product and then determine its cost
B) tailor their products to be in line with the marketing mix
C) routinely neglect customer value considerations
D) avoid determining an ideal selling price until analyzing test market results
E) start with an ideal selling price and then target costs that will ensure that the price is
met
The company’s channel objectives are influenced by all of the following EXCEPT
________.
A) the company’s marketing intermediaries
B) the company’s competitors
C) the age of the company
D) the nature of the company
E) the company’s products
A movie theater offers a reduced price for an afternoon showing of a film. This type of
pricing is ________ pricing.
A) location-based
B) customer-segmented
C) cost-based
D) product form
E) time-based
Workers, managers, and members of the board are examples of ________ publics.
A) general
B) internal
C) local
D) citizen-action
E) media
Plasticine Palace supplies its products exclusively to Arts & Crafts, a chain of stationery
stores across the country. The chain then makes the plasticine available to end
consumers. This is an example of ________.
A) a direct marketing channel
B) intensive distribution
C) an indirect marketing channel
D) disintermediation
E) extensive distribution
Which of the following advertising situations would LEAST likely be considered
“puffery”?
A) Mr. Clean coming to a housewife’s rescue
B) instantly toned thighs and legs as a result of using the Thigh Master for only 15
minutes
C) children immediately growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out
her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and
a rainbow on the horizon
Which of the following is true of the Millennials?
A) They are the children of baby boomers and were born between 1977 and 2000.
B) They control an estimated 70 percent of the disposable income in the United States.
C) They have reached their peak earning and spending years.
D) They were the first to grow up in the Internet era.
E) They are less immersed in technology than Gen Xers.
________ marketing tailors brands and promotions to the needs and wants of regional
customer groups, such as cities, neighborhoods, and even specific stores.
A) Undifferentiated
B) Differentiated
C) Niche
D) Local
E) Individual
Proposals related to ________ include controlling the ingredients that go into certain
products and packaging as well as reducing the level of advertising “noise.”
A) the right to be informed
B) consumer protection
C) preserving the world for future consumption
D) the right to charge any price for the product
E) quality of life
What is the first element that a reader most likely notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) tone
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
Trade shows most likely help companies to ________.
A) maximize productivity
B) find new sales leads
C) trim overhead costs
D) reduce the inside sales force
E) shorten the selling process
When order requests come in, the designers of Titus Furniture often go to a client’s
location to note their requirements, budget, and expected date of delivery. In this way,
Titus Furniture is successful in tailor-making products for its customers. This is an
example of ________.
A) market diversification
B) undifferentiated marketing
C) mass customization
D) differentiated marketing
E) trigger-based marketing
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
Each company must divide up the total market, choose the best segments, and design
strategies for profitably serving chosen segments. This process involves market
segmentation, ________, differentiation, and positioning.
A) market targeting
B) marketing implementation
C) supply-chain analysis
D) price discrimination
E) market diversification
Jacob Engineering Group views and organizes its marketing activities from the
viewpoint of its buyers. Management works hard to sense, serve, and satisfy the needs
of its well-defined group of buyers. What does Jacob Engineering Group practice?
A) consumer-oriented marketing
B) societal marketing
C) sense-of-mission marketing
D) customer-value marketing
E) innovative marketing
In the aftermath of the Great Recession of 2008 to 2009, consumers ________.
A) have become more value conscious
B) have become less value conscious
C) exhibit great interest in prestige pricing
D) show no interest in price cutting
E) rarely endorse value-for-money deals
