Heineken beer is sold successfully in the same form around the world. Which of the
following product strategies is illustrated in this example?
A) product adaptation
B) straight product extension
C) product invention
D) product augmentation
E) communication adaptation
________ is the systematic collection and analysis of publicly available information
about consumers, competitors, and developments in the marketing environment.
A) Data warehousing
B) Competitive marketing intelligence
C) SWOT analysis
D) Ethnographic research
E) Customer relationship management
A company’s objectives indicate its satisfaction with its current situation and ________.
A) its strength with its current management
B) in what areas it intends to develop further
C) how strong it is financially
D) how it might react to different competitive actions
E) its areas of concern, if any
Critics claim that companies in the ________ industries introduce planned streams of
new products that make older models obsolete, a form of planned obsolescence that
harms consumers.
A) car and truck
B) housing and construction
C) food and beverage
D) consumer electronics
E) financial and entertainment
Titan Inc., an automobile manufacturer based in Utah, recently added two new models
to its existing line of sedans in order to increase profits and satisfy dealers. This is an
example of ________.
A) line filling
B) social marketing
C) market diversification
D) negative brand equity
E) person marketing
Trusted Wholesalers is a company that purchases products produced in Mexico and
sells them to companies based in the United States and Canada. Management at Trusted
Wholesalers would most likely be interested in becoming experts in the policies
developed by ________.
A) the EU
B) NAFTA
C) CAFTA-DR
D) APTA
E) the BRIC countries
Which of the following marketing management concepts is most likely to lead to
marketing myopia?
A) customer-driven marketing concept
B) customer-driving marketing concept
C) societal marketing concept
D) marketing concept
E) product concept
________ management calls for selecting, managing, and motivating individual channel
members and evaluating their performance over time.
A) Inventory
B) Marketing channel
C) Brand image
D) Customer experience
E) Brand content
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
Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a cliff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during
summer, but then faced a tremendous downturn in business during winter. “But, given
the established industries in the nearby towns, very little year-round competition, and
our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality
had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol’s plan also
involved a seasonal promotional gimmick—to be implemented from early winter to late
spring—that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers—both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that
are a part of the local cuisine, but we’d like to expand that. We provide health club
privileges off-site, but we’d like to eventually provide our own. These are goals I hope
to achieve in a few years. Our first project, however, included a renovation of our guest
rooms and I’m quite proud of the results.” Carol then added, “Actually there are so
many possibilities. With an indoor pool area, I will eventually offer weekend getaways
throughout winter.”
Carol Veldt’s plan also involves a seasonal promotional gimmick that she wants to
promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
Marketers respond to criticism about the value of promotion by showing that ________.
A) brand name products cost more
B) functional value also matters
C) development costs should be covered in the price of the product
D) consumers want and are willing to pay more for products that provide psychological
benefits
E) the services provided are demanded by customers
Which of the following is true of market-penetration pricing?
A) It should be used when the product’s quality and image support a high price.
B) It involves setting a high price for a new product to appeal to the elite in society.
C) It results in drawing in large numbers of buyers quickly, winning a large market
share.
D) It is best used in conjunction with a market-skimming pricing strategy.
E) It results in the company making fewer and less profitable sales.
In a ________ situation, the “in” suppliers may become nervous and feel pressured to
put their best foot forward to protect an account and the “out” suppliers may see the
present situation as an opportunity to make a better offer and gain new business.
A) straight rebuy
B) new task
C) reverse auction
D) modified rebuy
E) solutions selling
The real value of marketing information lies in how it is used ________.
A) in determining selling prices for products
B) in analyzing budgets
C) in creating advertising campaigns
D) in the customer insights that it provides
E) in introducing a new product to the marketplace
Which of the following is an example of audiovisual material used by PR
professionals?
A) blogs
B) logos
C) vision statements
D) brochures
E) online videos
What is the most likely reason that direct-response television marketing has increased
in recent years?
A) uses of social media
B) shifts in demographics
C) increases in global demand
D) changes in FTC legislation
E) advances in technology
Skyrim Corp. lacks the capital and capacity to launch its new helicopter for full national
and international distribution. If the test market results look promising, what should be
management’s next step?
A) retest the product in additional markets
B) develop a planned market rollout over time
C) liquidate its assets to gain capital and capacity
D) seek the help of a nationally known consultant
E) develop a prototype
In an effort to differentiate its offerings from its competitors, Pegasus Computers
decided to add an extra USB port in all its laptops besides providing a free pair of
Delphi power bass headphones with every Pegasus laptop. Although the additional
features increased the price of the laptops by $500, Pegasus was confident that the
strategy would help boost demand for its laptops substantially. This is an example of
________.
A) good-value pricing
B) markup pricing
C) break-even pricing
D) value-added pricing
E) cost-based pricing
Why are historically online shops such as Zappos.com adding catalogs to their
marketing methods?
A) to meet the increased demand in print catalogs
B) to reduce the costs involved in online marketing
C) to connect with customers in hard-to-reach places
D) to drive online sales and services
E) to reduce the need for telemarketers
Ross Stuart is a purchasing manager in a Texas-based manufacturing company. He
sources most of the raw materials needed by his company from Kramer Corp. However,
Ross is unhappy with Kramer’s prices. Additionally, he thinks that the quality of the raw
materials supplied by Kramer is substandard. Which of the following stages in the
business buying process is Ross’ company currently in?
A) general needs description
B) problem recognition
C) product specification
D) order-routine specification
E) performance review
Snappy Cameras is launching a new advertising campaign to demonstrate the high
quality of its digital cameras. Which media option would give the audience the most
control over exposure to the ads and interactive capabilities?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
Consumers learn about new products for the first time and make the decision to buy
those products during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage
Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the Internet
from Chemical Inc. Then Chemical Inc. placed the order with the manufacturer, and the
manufacturer then transported the tablets directly to the Tony Pool store. In this case,
Chemical Inc. is an example of a ________.
A) drop shipper
B) truck jobber
C) rack jobber
D) full-service wholesaler
E) cash-and-carry wholesaler
________ segmentation has long been used in clothing, cosmetics, toiletries, and
magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic
Communication through a telephone call is considered a part of a(n) ________
communication channel.
A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional
In addition to advertainment, advertisers are creating content that ________.
A) provides much more information than ads did in the past
B) they expect to go viral
C) helps the advertiser save money
D) looks less like ads and more like short films or shows
E) confuses viewers about whether they are ads
Which of the following is NOT a major public relations tool?
A) trade shows and conferences
B) stationery, logos, and uniforms
C) public service activities
D) videos
E) annual reports and brochures
Companies emphasizing pollution prevention have responded with ________.
A) superficial green marketing activities
B) internal beyond greening programs
C) external green marketing activities
D) external beyond greening activities
E) internal green marketing programs
A style is best defined as a ________.
A) currently popular trend in retail goods
B) popular consumer taste at a given time
C) temporary period of unusually high sales
D) short-term component of the marketing mix
E) basic and distinctive mode of expression
The pharmaceuticals division of Omni Healthcare holds low market share in a
high-growth market. According to the BCG matrix, the pharmaceuticals division of
Omni can be classified as a ________.
A) star
B) bear
C) question mark
D) cash cow
E) dog