Six women were invited to participate in a discussion on motels, hotels, and resorts. A
discussion leader first asked them what differentiated motels, hotels, and resort
accommodations. Then she asked them to identify all the amenities they expect to find
in overnight accommodations. These six women and their group leader participated in
a(n) ________.
A) mall intercept
B) questionnaire
C) expert panel
D) case study
E) focus group
The purpose of an import quota is to ________.
A) eliminate competition for a nation’s domestic industries
B) increase competition for a nation’s domestic industries
C) reduce competition for a nation’s domestic industries
D) make foreign competitors’ goods less expensive than domestic goods
E) make foreign competitors’ goods more expensive than domestic goods
Which of the following is designed to help a firm almost entirely reduce product and
service defects?
A) ISO 14000
B) ISO 27001
C) Six Sigma
D) TQM
E) ISO 22000
A product has three distinct layers. The most basic level is the ________, which
consists of all the benefits the product will provide for consumers or business
customers.
A) actual product
B) augmented product
C) core product
D) innovation
E) brand
A ________ delivered by a product is the outcome that motivates a customer’s buying
behavior.
A) benefit
B) demand
C) value
D) need
E) want
The dentist’s office calling to remind you of your scheduled appointment for the next
day is an example of ________.
A) CRM
B) customer equity
C) undifferentiated targeting
D) share of customer
E) repositioning
Serengeti makes lightweight sunglasses with 100 percent UV protection for people who
love to hunt, hike, and bike ride. Its long-term plans include the development of lenses
that, in addition to protecting users from UV rays, will also have effective
water-sheeting action to reduce lens spotting. This new feature will be valuable to
people who fish. Serengeti has determined that fishing is one of the fastest growing
sports in the United States. In terms of a SWOT analysis, Serengeti has recognized a
market ________.
A) weakness
B) strength
C) threat
D) opportunity
E) diversification
In recent years, security regulations enacted through the Transportation Safety
Administration have affected Southwest Airlines. These regulations are part of the
________ affecting this airline.
A) external environment
B) internal environment
C) competitive intelligence
D) diversification strategies
E) market development strategies
Introducing a new product into the market is called ________.
A) technical development
B) new product development
C) experimenting
D) commercialization
E) marketing development
Service ________ means that customers cannot see, touch, or smell good service.
A) perishability
B) variability
C) intangibility
D) responsiveness
E) inseparability
Which method of setting an advertising budget is based on analyzing competitors’
spending?
A) the percentage-of-sales method
B) the top-down method
C) the bottom-up method
D) the objective-task method
E) the competitive-parity method
Through ________, a person repeatedly perceives two stimuli at the same time and
eventually transfers the response from one stimulus to the other.
A) classical conditioning
B) operant conditioning
C) cognitive conditioning
D) information searching
E) observational learning
Which of the following is a marketing metric used to provide insight into the
performance of current marketing efforts so that adjustments can be made to improve
performance?
A) lagging indicators
B) leading indicators
C) a PERT Chart
D) a BCG matrix
E) a SWOT analysis
The ratio of benefits to costs is one way to think of ________.
A) sustainability
B) profits
C) value
D) competitive advantage
E) distinctive competency
Which of the following is the process of physically deconstructing a competitor’s
product to determine how it is put together?
A) reverse engineering
B) ethnography
C) cross-sectional research
D) predictive engineering
E) sampling
Your text describes the two main primary data collection methods as ________.
A) descriptive and exploratory
B) causal and descriptive
C) survey and observation
D) direct and indirect
E) impersonal and personal
In terms of the five characteristics of innovations that affect the rate of adoption, the
digital camera would most clearly have a higher degree of ________ than flavored
bottled water.
A) compatibility
B) complexity
C) tangibility
D) comparability
E) trialability
Through ________ competition, competitors offer different goods and services that
attempt to satisfy the same consumers’ needs and wants.
A) discretionary income
B) product
C) brand
D) monopolistic
E) oligopolistic
The process that individuals or groups go through to select, purchase, use, and dispose
of goods, services, ideas, or experiences to satisfy their needs and desires is known as
________.
A) the consumer decision-making process
B) the family life cycle
C) cognitive dissonance
D) consumer behavior
E) extended problem solving
U-Frame-It is a small company that has hired a local ad agency to put together an
advertising campaign. Which of the following questions should be addressed before the
others?
A) What percentage of the budget should be for U-Frame-It radio ads?
B) Which type of media is most appropriate for U-Frame-It ads?
C) What are the message objectives of U-Frame-It?
D) How does U-Frame-It’s competition advertise?
E) What type of appeal will work best for U-Frame-It’s products?
A firm’s ________ determines how much a firm charges for a product.
A) Gantt chart analysis
B) PERT chart analysis
C) pricing strategy
D) product strategy
E) return on marketing investment
When determining the number of channel members to use at each level, three strategies
are available: intensive, exclusive, and ________ distribution.
A) multiple
B) selective
C) international
D) direct
E) extensive
Steve’s Physco Skates sells its products to Walmart, who then sells them to the
consumer. This is an example of a(n) ________.
A) direct marketing channel
B) producer channel
C) indirect marketing channel
D) horizontal marketing system
E) corporate vertical marketing system
Practically every brand of soft drink ever made is available at Mom’s Soda Shop;
regional beverages from around the world can be purchased at the retailer’s website.
The retailer targets people who have developed a fondness for a particular soft drink
and can no longer find it. The retailer’s ________ is all types of soft drinks.
A) branding strategy
B) product objective
C) positioning strategy
D) marketing mix
E) product mix
The basic rule of ________ is “do something good, then talk about it.”
A) customer relationship management
B) public affairs
C) public relations
D) social marketing
E) promotions
For the business market, a multipurpose absorbent used to clean up any type of spills
would be an example of a(n) ________.
A) repair product
B) operating supply
C) maintenance product
D) restoration product
E) consumer product
In a market with ________, there are many sellers, each offering a slightly different
product. Firms can differentiate products and focus on nonprice competition.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) vertical integration
E) inflation
Malaysia, Indonesia, Singapore, Thailand, and Cambodia are all members of ________.
A) Andean Community
B) ASEAN
C) MERCOSUR
D) NAFTA
E) APEC
Customers of a ________ buy most of the store’s products in larger-than-normal
packages and quantities.
A) warehouse club
B) department store
C) factory outlet store
D) leased department store
E) hypermarket
Japanese who give currency as gifts will typically wash the money before making the
presentation. This is a(n) ________ in a nation of people who place high importance on
cleanliness.
A) custom
B) demographic
C) cultural value
D) expropriation
E) trend
Kimball Gardens is a company that operates as two distinct businesses: one that sells
lawn and garden products and one that markets booklets. Each business is called a
________.
A) separate entity
B) strategic business unit (SBU)
C) cash cow
D) star
E) business portfolio