Which of the following is a digital medium that is used by advertisers to reach
consumers directly?
A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television
Which of the following can help a company create direct procurement accounts with
suppliers, through which company buyers can purchase equipment, materials, and
supplies directly?
A) backsourcing
B) extranet
C) company blog
D) reverse auction
E) trade exchange
John’s fascination for his grandmother’s sherbet recipes inspired him to come up with a
recipe for SherBetter, a gourmet sherbet for the American market. Which of the
following stages of the new product development process does this exemplify?
A) idea screening
B) idea generation
C) concept testing
D) product development
E) product manufacturing
During which of the following stages of the business buying process is a buyer most
likely to conduct a value analysis by carefully studying components to determine if they
can be redesigned, standardized, or made less expensively?
A) proposal solicitation
B) general need description
C) order-routine specification
D) performance review
E) product specification
To overcome problems in focus group interviewing, some companies employ small
groups of consumers who interact directly and informally with product designers
without a focus group moderator present. Such groups are known as ________.
A) classes
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups
Even when competing offers look the same, buyers may perceive a difference based on
________ differentiation.
A) image
B) people
C) price
D) channel
E) services
Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild
roast, which became immensely popular. This exemplifies ________.
A) benchmarking
B) diversification
C) mass customization
D) product development
E) downsizing
Which of the following terms is used to describe the actors and forces outside
marketing that affect marketing management’s ability to build and maintain successful
relationships with target customers?
A) marketing environment
B) marketing orientation
C) strategic planning
D) target markets
E) marketing mix
Which of the following is true with regard to cash cows?
A) They are high-growth, high-share businesses or products.
B) They can be used to help finance the company’s question marks and stars.
C) They require significant cash to maintain market share.
D) They are low-share businesses and products.
E) They do not promise to be large sources of cash.
When a company customizes its merchandise store by store to meet shopper needs, it is
practicing ________ marketing.
A) niche
B) mass
C) local
D) segmented
E) trigger-based
Which of the following is an advantage of telephone interviews?
A) They are more cost-effective than mail questionnaires.
B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal interviewing.
D) The speed with which data is collected is high.
E) Response rates tend to be higher than those of mail questionnaires.
Since a person’s economic situation will affect her store and product choices, marketers
watch trends in spending, personal income, interest rates, and ________.
A) employment
B) savings
C) home purchases
D) rents
E) fuel prices
Describe the factors that might draw a company into the international arena.
________ are groups to which an individual wishes to belong, as when a young
basketball player hopes to play someday in the NBA or WNBA.
A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Subcultures
E) Reference groups
Cause-related marketing has become a primary form of ________.
A) quality control
B) corporate fraud protection
C) corporate giving
D) legislative lobbying
E) price discrimination
In the context of product characteristics that influence the rate of adoption, ________
refers to the degree to which the innovation fits the values and experiences of potential
consumers.
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility
While there may be many differences between brands, not all are meaningful or
relevant to consumers. Which of the following is NOT a criterion for establishing the
value of a difference to promote?
A) superior; the difference is superior to other ways that customers might obtain the
same benefit
B) affordable; buyers can afford to pay the difference
C) profitable; the company can introduce the difference profitably
D) important; the difference delivers a highly valued benefit to target buyers
E) visually appealing; customers will be able to see and appreciate the difference
Which of the following is true of price changes?
A) Over-demand leads to companies initiating price cuts.
B) Changes in price do not affect a brand’s image.
C) Customer reaction to price changes is not as important as competitor reaction.
D) A drop in price can adversely affect how consumers view the brand.
E) Excess capacity is a factor that causes increases in price.
A good brand name should most likely be ________.
A) trendy
B) complex
C) long
D) conventional
E) distinctive
________ involves thinking ahead in the design stage to create products that are easier
to reuse, recycle, or recover.
A) DSS
B) Design for environment (DFE)
C) Sustainability vision
D) New clean technology
E) Pollution prevention
The best business portfolio is the one that ________.
A) provides the greatest opportunity for increasing profits
B) best fits the company’s strengths and weaknesses to opportunities in the environment
C) ensures that the company will realize increased share of market
D) allows the company to decrease its overall costs
E) entices customers to purchase even more products from the company
Which of the following is a disadvantage of using information from internal databases?
A) Obtaining information from internal databases is both time-consuming as well as
expensive.
B) It is not possible to verify information obtained from internal databases.
C) Using information from internal databases leads to biased research findings.
D) Internal information may be incomplete or in the wrong form for making marketing
decisions.
E) Internal databases do not support highly sophisticated technologies that make it
difficult to store large volumes of data.
In building a connection to customers through catalogs, marketers want to ________.
A) offer a new brand experience
B) inspire and engage
C) create word-of-mouth advertising
D) develop a viral following
E) perform marketing research
Sally recently purchased Brand X lotion. In comparing her perception of how the lotion
made her skin feel and look to her expectations about Brand X lotion, Sally was
measuring her level of ________.
A) share of customer
B) customer satisfaction
C) customer equity
D) customer-perceived value
E) customer lifetime value
________ is an organized movement of citizens and government agencies to improve
the rights and power of buyers in relation to sellers.
A) Environmentalism
B) Protectionism
C) Liberalism
D) Consumerism
E) Capitalism
Customer equity refers to ________.
A) a firm’s current sales
B) the share a firm earns of a customer’s purchasing in their product categories
C) the amount a customer is spending each year on certain products
D) the total combined customer lifetime value of all of the company’s current and
potential customers
E) a firm’s market share
Which of the following are value discipline strategies?
A) operational excellence, overall cost leadership, and differentiation
B) customer intimacy, operational excellence, and focus
C) employee relations, product leadership, and overall cost leadership
D) product leadership, customer intimacy, and focus
E) operational excellence, customer intimacy, and product leadership
In which step of the communication process does the marketing communicator need to
know the buyer-readiness stage of the target audience?
A) designing the message
B) choosing the media through which to send the message
C) determining communication objectives
D) collecting feedback
E) selecting the message source
Steps involved in determining when and how to use product public relations include
________, choosing the PR message and media, implementing the PR plan, and
evaluating the results, plus integrating with the full marketing communications effort.
A) defining the budget
B) hiring the media creators
C) collecting feedback
D) setting PR objectives
E) determining the messenger
Marketers are most effective when they appeal to ________ rather than when they
________.
A) short-term needs; focus on long-term needs
B) teenagers; target older people
C) existing wants; attempt to create new ones
D) emotions; appeal to actual needs
E) the mass market; appeal to market segments
Companies can identify competitors from one of two points of view: ________.
A) manufacturing or selling
B) engineering or producing
C) consumer or business
D) industry or market
E) unique or similar
Among the generational groups in U.S population, the ________ are still the wealthiest
generation in U.S. history.
A) baby boomers
B) Generation Xers
C) Millennials
D) echo boomers
E) Silent Generation
Pierre’s Mart, a grocery store in New Orleans, Louisiana, offers less merchandise
selection and fairly low levels of service. Despite the lackluster service and limited
selection of merchandise, customers still flock to Pierre’s because it charges
rock-bottom prices. Pierre’s Mart most likely uses the ________ positioning.
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
Wholesome Soups, a maker of organic soups, is starting a new marketing campaign
emphasizing the ease of preparing and eating Wholesome Soups. Print, television, and
Internet ads feature college students enjoying Wholesome Soups in between classes and
during study breaks. Wholesome Soups’ new marketing campaign is most likely aimed
at which of the following?
A) Baby Boomers
B) Gen Zers
C) Gen Xers
D) Millennials
E) the SOHO market
Essential-Beauty considers one of its most important competitors to be Look-Lovely,
another marketer of high-end makeup and skin care products sold in drug stores. Based
on this, it is most accurate to say that Look-Lovely and Essential-Beauty are both
________.
A) niche marketers
B) in the same strategic group
C) distant competitors
D) overall cost leaders
E) market followers
How have department stores responded to increased competition by specialty stores and
lower-priced discounters?
How have changes in technology and the growth of online marketing affected the
design of marketing channels?
Distinguish between business markets and consumer markets.
What is the difference between marketing planning and marketing implementation?
How do intermediaries add value to a marketing system?
Why are companies increasingly turning to third-party logistics providers (3PLs)?
Evaluate how public policy affects distribution decisions.
Give two examples of by-product pricing.
Why do marketers find baby boomers attractive?
Why might marketers use market-penetration pricing?
Why is it difficult to assess interpersonal factors that influence the business buying
process?
Outline the steps in developing effective marketing communications.
Explain the factors involved in setting international pricing.
How do salespeople qualify prospects?
Define psychographic segmentation.
Give examples of competitor objectives and discuss the importance of knowing a
competitor’s mix of objectives.
Discuss the four evolving company orientations. Which orientation is considered most
successful and why?