The competitive intelligence system of a company supplies key information to relevant
decision makers about the company’s competitors.
Product quality is harder to define and judge than service quality.
The goal of supervision is to encourage salespeople to “work hard” and energetically
toward sales force goals.
Service inseparability means that the quality of services depends on who provides them,
as well as when, where, and how they are provided.
The life cycle of new retail forms is getting longer.
A company introducing a product that is similar to its competitors’ product will do a
complete test market to gain maximum information before product introduction.
The international growth of many professional and business services such as
accounting, consulting, and advertising led to the globalization of the client companies
they served.
The purpose of advertising is to get consumers to think about or react to the product or
company in a certain way.
Horizontal conflicts are conflicts between different levels of the same channel.
Adapting marketing strategies is not a challenge faced in the product life cycle.
Retailers first must position themselves in a market and then decide how they will
define the target customers in these markets.
A mission statement is a document embodying an organization’s short-term goals.
Attributes are the most desirable level for brand positioning because competitors can
easily copy attributes.
For customers, the benefits of direct marketing are being able to shop online anytime
and anywhere.
Digital catalogs eliminate printing and mailing costs.
Recently, the increased use of online social networks and video sharing has reduced the
need for advertising standardization with global brands.
The widespread use of scanner-based computer checkouts has eradicated complaints of
retailers overcharging their customers.
Operating control involves checking ongoing performance against the annual plan and
taking corrective action when necessary.
A brand personality is the specific mix of human traits that may be attributed to a
particular brand.
Cost-based pricing is often product driven.
Concept testing works best with people who are familiar with the new idea and the new
product’s purpose. This generally includes top management, the sales force, and
research and development.
Product line filling is overdone if it results in cannibalization and customer confusion.
Price discrimination is permissible if the seller manufactures different qualities of the
same product for different retailers and can prove that the price difference is
proportional.
Internal factors affecting pricing include the company’s overall marketing strategy,
objectives, and marketing mix.
The producer informs each channel member what its responsibilities are, and what the
terms of business are.
Disintermediation occurs when radically new types of channel intermediaries displace
traditional ones.
Downstream marketing channel partners, such as wholesalers and retailers, form a vital
link between the firm and its customers.
Each layer of marketing intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer is a channel level.
To the extent that a company can differentiate and position itself as providing superior
customer value, it gains competitive advantage.
Competitor intelligence can be collected from people inside the company, such as
executives, engineers, purchasing agents, and the sales force, as well as customers.
Kiosk marketing connects users around the world to each other and to an amazingly
large information repository.
A seasonal discount is a price reduction to buyers who buy merchandise while the
products are in season.
Department stores that practice everyday low pricing typically provide frequent sale
days, early-bird savings, and bonus earnings for store credit-card holders.
Jim is planning on buying an expensive HDTV and he realizes that there are few
differences between brands. Jim is displaying complex buying behavior.
Using teams of people from sales, marketing, engineering, finance, technical support,
and even upper management to service large, complex accounts is known as complex
selling.
Category killers are giant specialty stores that carry a very deep assortment of a
particular line.
The government market consists of schools, hospitals, nursing homes, prisons, and
other institutions that provide goods and services to people in their care.
International divisions can be organized as geographical organizations, world product
groups, or international subsidiaries.
The microenvironment consists of larger societal forces that affect a company, such as
demographic, economic, political, and cultural forces.
A federal agency ordered a fast food chain to stop running ads with false claims that its
fried chicken is compatible with certain weight loss programs. Which agency had the
authority to issue this order?
A) the Federal Trade Commission
B) the Food and Drug Administration
C) the Consumer Product Safety Commission
D) the Environmental Protection Agency
E) the American Marketing Association
Market targeting can bring up concerns about privacy and abuse in all of the following
ways EXCEPT ________.
A) when marketing toward children
B) when entertainment and commercial content blend
C) when customers opt in to receive focused content
D) when deceptive messaging is used
E) when e-mails are personalized based on Internet searches by the customer
________ refers to freedom from defects and consistency in delivering a targeted level
of performance.
A) Performance quality
B) Product style
C) Branding
D) Conformance quality
E) Product design
Boson Corp. is introducing consumers to its new car with the help of an advertisement
campaign. This introductory campaign most likely aims to affect the ________ stage of
buyer-readiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
Which of the following is true with regard to marketing research?
A) The marketing research process depends primarily on sophisticated internal
databases.
B) The marketing research process requires assessing macroeconomic forces.
C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.
In several major cities in the United States, the ________ operates business service
centers with staffs to provide a complete education on the way government agencies
buy, the steps that suppliers should follow, and the procurement opportunities available.
A) Defense Logistics Agency
B) Federal Business Agency
C) Small Business Administration
D) General Services Administration
E) U.S. Commerce Department
________ occurs when a company lengthens its product line beyond its current range.
A) Product line filling
B) Product line stretching
C) Co-branding
D) Niche marketing
E) Market diversification
By harvesting its SBU, a company would most likely be ________.
A) milking the SBU’s short-term cash flow regardless of the long-term effect
B) selling the SBU or phasing it out and using the resources elsewhere
C) investing just enough to hold the SBU’s current market share
D) investing more in the business unit to build its share
E) diversifying the company’s product line
Which of the following terms best describes the channels through which two or more
people communicate directly with each other, including face-to-face, mail, e-mail,
texting, or an Internet chat?
A) shared communication channel
B) earned communication channel
C) personal communication channel
D) nonverbal communication channel
E) owned communication channel
________ involves first identifying and assessing competitors and then selecting which
competitors to attack or avoid.
A) Competitor analysis
B) Self-competition
C) Blue ocean strategy
D) Quantitative analysis
E) Perfect competition
LandPort Transportation and Omega Warehousing help companies move and stock
goods from their manufacturing plants to their destinations. These two businesses are
examples of ________.
A) resellers
B) marketing services agencies
C) financial intermediaries
D) physical distribution firms
E) wholesalers
A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an
example of ________.
A) broadcasting
B) buzz marketing
C) narrow programming
D) media multitasking
E) personal selling
Which of the following is true of the baby boomers?
A) They tend to see themselves as far older than they actually are.
B) They represent a rapidly shrinking market for new housing and home remodeling.
C) They are long past their peak earning and spending years.
D) They control an estimated 70 percent of the United States’ disposable income.
E) They have utter fluency and comfort with digital technology.
Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes
in its ad campaigns to help sell its products. This is an example of ________ marketing.
A) person
B) place
C) social
D) organization
E) internal
________ are manufacturer-owned and operated stores that offer prices as low as 50
percent below retail on a wide range of mostly surplus, discounted, or irregular items.
A) Category killers
B) Factory outlets
C) Specialty stores
D) Superstores
E) Power centers
If Detroit DLX charges the same price for the delivery of its product to customers
located in the states near the Great Lakes, but a different price to customers elsewhere,
the company is using ________.
A) psychological pricing
B) promotional pricing
C) zone pricing
D) reference pricing
E) uniform-delivered pricing
Funco Inc., a toy manufacturer, sold plastic racing cars that were manufactured with
toxic materials, which threatened the health of several children. Which purpose of
government regulation to protect consumers is involved?
A) misleading customers in their advertising
B) deceiving consumers through their packaging
C) making shoddy products
D) deceiving consumers through their pricing
E) invading consumer privacy
In the ________ stage of the buying process, the alert business marketer can help the
buyers define their needs and provide information about the value of different product
characteristics.
A) problem recognition
B) general needs description
C) supplier search
D) supplier selection
E) order-routine specification
Which of the following is true with regard to the same for less value proposition?
A) Discount stores and “category killers” rarely use the same-for-less value proposition.
B) The same-for-less value proposition is mostly offered by marketers who sell higher
quality upscale products or services.
C) The same-for-less value proposition cannot generate profits.
D) Offering the same for less can be a powerful value proposition because everyone
likes a good deal.
E) The same-for-less positioning involves meeting consumers’ lower performance or
quality requirements at a much lower price.
Johann Herr’s company has standardized the size of its paper bags so that each bag can
be used in five to seven different store departments. In the business buying process, this
approach to cost reduction most likely took place in the ________ stage.
A) problem recognition
B) general needs description
C) product specification
D) supplier search
E) proposal solicitation
The first step in designing support services is to ________.
A) add new services that will both delight customers and yield profits to the company
B) closely observe the product and pricing strategies of consumers
C) survey customers to assess the value of current services and obtain ideas for new
ones
D) prevent brand dilution
E) encourage customers to try new products
Sara is about to purchase a new television. She is using several attributes to evaluate her
choices. Which of the following is least likely to be a criterion Sara is using?
A) price
B) size of screen
C) color of body
D) network connectivity
E) availability
When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that
includes many college students, as an untapped group of potential customers for their
new line of products, they were engaging in ________.
A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning
For sales managers to understand how the members of the Reliable Tools sales force
spend their time, the salespeople must submit a(n) ________.
A) expense report
B) time-and-duty analysis
C) mobile conferencing schedule
D) sales forecast
E) incentive plan
Which of the following refers to a positive incentive intended to increase the sales force
effort?
A) sales contests
B) prospecting
C) telecommuting
D) sales collateral
E) annual sales plan
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
By using ________ to contact potential customers, marketers sell directly to consumers.
A) undercover marketing
B) outbound telephone marketing
C) affinity marketing
D) multi-level marketing
E) ambush marketing
Pepsi being prominently featured on episodes of Empire is an example of ________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
For which of the following products would the intensive distribution strategy most
likely be used?
A) high-end cameras
B) luxury cars
C) lawn mowers
D) soft drinks
E) furniture
A quantity discount is a price reduction for buyers who ________.
A) buy merchandise out of season
B) buy merchandise in bulk
C) pay their bills on time
D) buy discontinued products
E) return old items while buying new ones
A ________ is a group of products that are closely related because they function in a
similar manner, are sold to the same customer groups, are marketed through the same
type of outlets, or fall within given price ranges.
A) product line
B) line extension
C) private brand
D) multibrand
E) new brand
Describe the three decisions involved in designing a sample.
Describe the five sustainable marketing principles.
How are the personal selling process and customer relationship management
interrelated? What are the primary requirements of value selling?
How does online marketing provide flexibility for sellers?
What are two possible reasons that management contracting is prevalent in the hotel
industry?
Differentiate between a product idea, a product concept, and a product image.
How are local retailers affected by global competition?
When are competitors most likely to react to price changes? How can a firm anticipate
the likely reactions of its competitors?
What does a company focus on when using an undifferentiated marketing strategy?
What elements may help to create a product image?
How do resellers answer criticism of the high costs of distribution?
What should the price steps of product line pricing take into account?
Explain how the creation of the National Do Not Call Registry may have helped
telemarketers more than it hurt them.
Compare the three distribution strategies that producers use, providing examples of
products for each type of distribution.
Compare and contrast specialty stores and convenience stores.
Explain how the message source affects consumers’ perceptions of the message.
Describe the different types of off-price retailers. Provide examples of each type.
Define customer equity and explain how a company can increase it.
What are some of the limitations of observational research?
Describe the nature of personal selling and the role of the sales force.
