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Compared to other broadcast media, cable advertising is more likely to attract
specialized audiences and encourage niche marketing. This characteristic of cable
advertising is known as _____.
a. narrowcasting
b. personalcasting
c. crowdcasting
d. datacasting
The facilities plan estimates the firm’s employment needs and the skills necessary to
achieve organizational goals.
a. True
b. False
A person’s enduring favorable or unfavorable evaluation, emotion, or action toward
some object or idea is referred to as _____.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
A global marketing strategy differs from a multidomestic marketing strategy in that the
global marketing strategy:
a. does not bring the advantage of economies of scale to production and marketing
activities.
b. is a standardized marketing mix that can be used in all markets with minimal
modifications.
c. is tailored to meet the specific needs of the target markets in each nation.
d. is ideal for highly differentiated products or products that are designed on the basis of
local preferences.
The simplest and shortest marketing channel is a direct channel.
a. True
b. False
The screening and business analysis stages generate extremely important information
for new--product development as:
a. they collect information from different sources to generate new ideas.
b. they turn the original concept into a product.
c. they verify if the product will perform well in a real--life environment.
d. they define the proposed product’s target market and customers’ needs and wants.
Product placement is a form of non-personal selling where:
a. a company pays a fee to have its products displayed prominently at department
stores.
b. a company pays a fee to have its products displayed prominently in a film or TV
show.
c. a company engages in promotional tie-ins with other firms through co-branding.
d. a company positions its TV commercials during prime hours for its target market.
D. J. International, a firm based in North America, is a leader in international sales and
exports. The company is not directly involved in the purchase and selling of goods but
helps firms find customers for their products in global markets. It also helps the
companies handle all the legal formalities in foreign markets and provides guidance
regarding the local labeling and testing laws. D. J. International can be regarded as a(n):
a. export-management company.
b. export-trading company.
c. franchisee.
d. subcontractor.
In communicating a promotional message, decoding refers to the:
a. translation of the message into understandable terms and transmitting it through the
communication channel.
b. receiver’s interpretation of the message transmitted through the communication
channel.
c. receiver’s response to the message transmitted through the communication channel.
d. noise that interferes with the transmission of the message through the communication
channel.
One of the main objectives of the interior dcor of a store is to induce shoppers to buy.
a. True
b. False
Brand names should contain words or phrases in general use, so that it is easier for the
consumers to pronounce, recognize and remember the brand names.
a. True
b. False
The two broad categories of independent wholesaling intermediaries include agents and
brokers, and _____.
a. contract agents
b. full-function intermediaries
c. exclusive-function intermediaries
d. merchant wholesalers
_____ is the process of selecting survey respondents or research participants.
a. big data
b. exploratory research
c. secondary data
d. primary data
e. sampling
f. hypothesis
g. simple random sample
h. interpretative research
i. focus group
j. marketing decision support system
k. key performance indicator
l. predictive analytics
m. metrics
n. marketing research
o. quota sample
p. test marketing
q. cluster sample
r. data mining
s. convenience sample
t. controlled experiment
Aken Laboratories, a chemical manufacturer, exports its products to various countries in
Asia. The company does not alter the prices of its products in these countries. Aken is
adopting a _____ pricing strategy.
a. market-differentiated
b. variable
c. standard worldwide
d. dual
Marketing strategy is an overall companywide program for selecting a particular target
market and satisfying consumers through a careful blend of the elements of the
marketing mix.
a. True
b. False
Good relationships with customers can equip a firm with vital strategic weapons.
a. True
b. False
Kemar owns a small Web-development startup and has experienced a 23% increase in
overhead costs over the last three years. To cut costs, Kemar has scaled back the
number of employees working in the office on a daily basis and is thinking about
homeshoring as a viable option to further trim expenses.
Required:
Which of the following is a potential drawback of homeshoring?
a. increased supervision
b. decreased service demand
c. decreased employee productivity
d. increased use of energy and resources
e. increased expenses for health insurance
_____ are increasingly taking on the role of channel captain within many distribution
networks.
a. Manufacturers
b. Large-scale retailers
c. Consumers
d. Suppliers
Auctions are the most complicated form of negotiated pricing.
a. True
b. False
When people see Coca Cola on the shelves of their local supermarkets, they remember
fond childhood memories of drinking Coke and fun Christmas commercials with polar
bears and Santa Claus. Though other cola beverages may win blind taste tests over
Coca Cola, consumers tend to have an emotional relationship with Coke, which gives
the product a competitive edge on the market.
Which of the following aspects of a product is described here?
a. brand
b. trademark
c. brand name
d. brand mark
e. product appeal
CafeMom is a website that provides a platform for mothers and motherstobe to interact
with each other. The website also provides information on various topics such as
parenting dilemmas, baby care, and green living. CafeMom can be regarded as a social
networking site.
a. True
b. False
Jessica is planning a vacation and is interested in taking a cruise. She's starting to
research cruise lines and prices and had hoped to take a cruise with her husband over
the Christmas holidays. She's learning that the prices for a cruise are much higher for
cruises that depart between December 22nd and January 3rd. However, she notices that
prices are somewhat lower from January 4th through March 1st. Which aspect or
characteristics of services does this difference in price reflect?
a. services are perishable
b. services are intangible
c. services are inseparable from the service providers
d. companies cannot easily standardize services
Consumer goods such as soap, milk, and deodorants are generally classified as _____
products.
a. convenience
b. utilitarian
c. shopping
d. specialty
Marketing myopia refers to management’s failure to recognize the broad scope and
nature of its business. This can be avoided if the firm adopts marketing oriented ideas
and actions that are focused on satisfying customers by meeting their needs. A firm can
convey its focus on customer needs and satisfaction with its company slogan.
Which one of the following company slogans is least effective in conveying a focus on
customer needs and satisfaction?
a. “We Never Forget Who We Are Working For”
b. “The Power of Choice”
c. “Have It Your Way”
d. “CHC Moves the Industry That Moves the World”
e. “You’re in Good Hands”
Kim's Egg Rolls were being promoted as a dinner item but after a few years the
company decided to change their packaging and advertising to promote the egg rolls as
evening snacks. This is an example of repositioning a product.
a. True
b. False
Division of the total market into smaller, relatively homogeneous groups is known as
market optimization.
a. True
b. False
Which of the following types of social media platforms allow their users to create an
online profile of biographical data including photos and information such as
employment, education, and relationship status, and to invite friends to join their circle?
a. Social news sites
b. Blogging sites
c. Microblogs
d. Social networking sites
At the second level of relationship marketing, the focus is on:
a. price and other financial incentives.
b. reaching out to the customer with social interaction.
c. structurally transforming the relationship into an interdependent partnership.
d. analyzing data from the initial purchase to determine the chance of a repeat sale.
Which of the following terms refers to an arrangement according to which a small firm
teams with a major international company and serves as a subcontractor on a foreign
project?
a. International trade mentorship
b. Trade facilitation
c. An offset agreement
d. A mutual trade agreement
Families, bachelors, and retirees could be considered separate market segments for a
company promoting travel packages.
a. True
b. False
Which of the following pricing objectives reflects marketers’ recognition of the role of
price in creating an overall image of the firm and its product offerings?
a. A profitability objective
b. A volume objective
c. A meeting competition objective
d. A prestige objective
Engel observed that the percentage of income spent on household operations and
clothing remains constant even when the household income increases.
a. True
b. False
What are the different rules of engagement in social media marketing?
Describe the basic elements of a marketing strategy.
Differentiate between a need and a motive.
What are the stages involved in a business buying process?
Define environmental scanning. How does it contribute to environmental management?
Explain the importance of the technological environment on marketing.
Discuss the practice of promotional pricing and the role played by loss leaders and
leader pricing.
What is green marketing? Explain the influence of ecology on marketing.
What is a franchise? What advantages does this strategy offer to international
marketers?
Briefly describe the steps involved in the consumer decision process.
What is businesstobusiness (B2B) emarketing? What are its features? What are the tools
that are associated with the functions of B2B emarketing?
List out the steps that companies follow in the category management process.
Discuss the wheel of retailing concept.
What is a positioning map? Why do marketers reposition their products?
How has the marketing research function developed in the recent years?
What is retailing? Why is retailing an essential part of the marketing channel?
