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Geographic information systems (GIS) simplify the job of analyzing marketing
information by relating data to their locations.
a. True
b. False
The progression of a product through introduction, growth, maturity, and decline stages
is called its _____.
a. marketing mix
b. specialty products
c. product
d. services
e. convenience products
f. impulse goods
g. installations
h. wholesalers
i. business-to-business (B2B)
j. supplies
k. emergency goods
l. shopping products
m. component parts and materials
n. staples
o. product mix
p. product line
q. line extension
r. total quality management
s. product lifecycle
t. benchmarking
Quotas on imports and export subsidies are different forms of tariffs.
a. True
b. False
The movement of goods and services from producers to customers is called _____.
a. distribution
b. promotion
c. production
d. valuation
Firms that market similar products throughout large areas often organize their sales
forces:
a. geographically.
b. on a product basis.
c. by types of customers.
d. by specific accounts.
Publicity is the marketing-oriented aspect of public relations.
a. True
b. False
Sales offices carry inventory and process orders for customers from available stock.
a. True
b. False
In the maturity stage of a product lifecycle, differences between competing products
diminish as competitors discover the product and promotional characteristics most
desired by customers.
a. True
b. False
An advertising campaign is a series of different and unrelated ads that use multiple
themes and appear in different media over a long period of time.
a. True
b. False
A twoday offsite retreat was held for a team of executives of a major hospital including
the hospital's CEO, President, and VicePresidents. Over the course of the twodays, the
executives engaged in brainstorming sessions and worked together to articulate the
direction the hospital should take and specific objectives that should be achieved over
the next 5 years. The team focused considerable attention to objectives related to the
Affordable Care Act and rising numbers of patients eligible for Medicare. The
executives were engaged in _______.
a. strategic planning
b. tactical planning
c. operational planning
d. defensive planning
After purchasing a new oven and a cooking range, Martha was contacted by the store
where she purchased the products. The salesperson inquired about the delivery,
installation, and her overall satisfaction with the purchase. Such strategies employed by
marketers help in reducing cognitive dissonance.
a. True
b. False
When a major pharmaceutical scandal shook people’s belief in the Federal Drug
Administration, the public relations department devised an IMC strategy to positively
influence public perception. An evaluation of the effectiveness of the IMC strategy
reported a positive change in the public perception of the government agency. In the
context of the communication process, this change in perception represents _____.
a. encoding
b. channeling
c. feedback
d. noise
_____ is a just-in-time strategy that reduces the time for which products are held in
inventory, resulting in substantial cost savings.
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
_____ are key business units within diversified firms.
a. planning
b. marketing planning
c. strategic planning
d. tactical planning
e. cash cows
f. first mover strategy
g. SWOT analysis
h. strategic window
i. marketing mix
j. product strategy
k. strategic business units
l. Porter’s Five Forces
m. marketing strategy
n. dogs
o. stars
p. annual growth rate
You are head of supply chain management at a major manufacturing company. Over the
last few months, there have been some highprofile breakdowns in marketing and data
coordination between your company and different members of your supply chain. You
are meeting with the company’s CEO to develop a strategy for preventing these
breakdowns going forward. The CEO has tasked you with developing an online means
through which your company can collaborate with its supply chain members more
efficiently and effectively.
Which of following B2B tools would be most appropriate to address this issue?
a. EDI
b. A virtual private network
c. An extranet
d. An intranet
e. A private exchange
CoreLogix Inc., has segmented the market as per product usage rates. They have also
developed the relevant profile for each of their segments. What would be the next
logical step for them in this process of segmentation?
a. Commit resources in developing one or more segments
b. Forecast market potential
c. Forecast probable market share
d. Design specific marketing strategy
List the strengths and limitations of secondary data in comparison with primary data.
A partnership in which two or more companies combine resources and capital to create
competitive advantages in a new market is called a(n) _____.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
Product strategies are essentially the same for consumer and business markets.
a. True
b. False
Which of the following is one of the distinct characteristics that differentiates buying
centers in foreign companies from those in the U.S. companies?
a. In U.S. companies, the participants in the buying centers have more trouble
identifying deciders than foreign marketers do.
b. Foreign buying centers often include more participants than those involved in U.S.
buying centers.
c. U.S. buying centers have a more streamlined approach to organizational buying than
foreign buying centers.
d. Foreign buying centers usually involve separate individuals as gatekeeper and
influencer, while U.S. firms usually have the same person performing the roles of
influencer and gatekeeper.
Branches of the U.S. military sometimes show recruitment advertisements in cinemas
featuring movies that are most likely to attract viewers of military age. This is an
example of place marketing.
a. True
b. False
Organizational buyers engage in multiple sourcing to:
a. counter the possibility of increased buying power.
b. reduce the time taken to process purchasing decisions.
c. ensure that a single vendor’s failure to deliver does not cause a shortage.
d. bring down costs related to transportation and warehousing.
Increased capability of smart phones has boosted online retail sales.
a. True
b. False
The practice of selling a product in a foreign market at a price lower than what it
receives in the producer’s domestic market is known as _____.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise
The primary motivation of government purchasing is to provide some form of public
benefit such as national defense or pollution control.
a. True
b. False
Which of the following is an example of scrambled merchandising?
a. A supermarket carrying canned goods, fresh fish, tropical fruits, and bulk grains
b. A jewelry store carrying rings, watches, TVs, electronic games, and DVDs
c. A drug store carrying prescription drugs, over-the-counter medications, and health
care items
d. A shoe store carrying shoes, shoe polish, socks, and leather bags
Unit pricing began to be widely used during the late 1960s to make price comparisons
more convenient while comparing the true prices of products packaged in different
sizes.
a. True
b. False
Firewalls used by companies to prevent unauthorized users from tapping into private
corporate data are impenetrable.
a. True
b. False
_____ represent nonrefundable fees grocery retailers receive from manufacturers to
secure shelf space for new products.
a. Switching costs
b. Franchise fees
c. Carrying costs
d. Slotting allowances
What is the term for information that originates in unprecedented volume and speed
from the world around us?
a. Big data
b. Marketing research
c. Market sectors
d. Digital data
The United States is becoming culturally more diverse and subculture populations are
rising.
a. True
b. False
Which of the following is one of the reasons that leads to low levels of risk for foreign
marketers in the United States?
a. Low labor costs
b. Membership of NAFTA
c. Lack of government regulations
d. Political stability
Which of the following methods is most likely to counter for the negative effects of
dumping?
a. Controlling access to foreign currencies
b. Imposing protective tariffs
c. Imposing excise duty
d. Appealing to the BIS
