What is the most logical explanation that retailers carry private-label brands?
A) to eliminate the need for competitive advantages
B) to encourage transaction marketing
C) to support trade promotions
D) to earn more profit
E) to prevent sales cannibalization
Catalogs, brochures, and pamphlets are all examples of which type of marketing?
A) direct mail
B) direct-response
C) mail order
D) personal
E) m-commerce
Which of the following refers to store personnel tailoring the level of service they give
based on a customer’s perceived ability to pay?
A) sweethearting
B) experiential shopping
C) retail borrowing
D) off-price retailing
E) customer profiling
A television commercial for Post Select cereal is an example of which of the following?
A) product advertising
B) institutional advertising
C) sales promotion
D) direct selling
E) retail advertising
For an amusement park, concession food stands and the amusement rides themselves
are examples of ________.
A) MRO products
B) specialty products
C) processed materials
D) equipment
E) convenience products
There are three steps involved in creating a public relations campaign. The first step is
to ________.
A) conduct a SWOT analysis
B) develop objectives
C) formulate a mission statement
D) recruit and train public relations specialists
E) pretest components of the proposed public relations campaign
According to the 80/20 rule, which of the following is true?
A) 80 percent of a product’s customers account for 20 percent of the product’s
marketing expenditures.
B) 20 percent of a product’s customers account for 80 percent of the product’s
marketing expenditures.
C) 80 percent of a product’s sales come from 20 percent of the product’s purchasers.
D) 80 percent of a product’s marketing cost should be equal to 20 percent of the firm’s
total marketing budget.
E) 80 percent of a product’s market should be consumers who are 20 or older.
To enter the European market, Starbucks joined in a cooperative venture with Bon
Appetit Group A.G. in Switzerland. Bon Appetit has the recognized brand name, and
Starbucks has the product and the expertise to run coffeehouses. This is an example of
a(n) ________.
A) direct investment
B) franchise agreement
C) backward invention
D) strategic alliance
E) expropriation agreement
An agent for an actor presents a client’s qualifications to potential movie production
companies until one company responds positively to the actor. This is an example of the
________ approach.
A) product improvement
B) market fulfillment
C) total quality management (TQM)
D) pure selling
E) relationship marketing
A catalog retailer studies about 3,500 variables over the lifetime of a customer’s
relationship. It has found that customers who are married, are between the ages of 31
and 44, and have moved within the past year are its most profitable customer segment.
By sending promotional offers to noncustomers who also fit this description, this
catalog retailer has engaged in ________.
A) customer retention
B) customer acquisition
C) customer abandonment
D) customer accrual
E) market basket analysis
The business analysis for a new product begins with ________.
A) idea generation
B) problem recognition
C) assessing how the new product will fit into a firm’s total product mix
D) perceptual mapping
E) identifying the distribution channel for the product
________ are acts, efforts, or performances exchanged from producer to user without
ownership rights.
A) Tangibles
B) Services
C) Ideas
D) Brand extensions
E) Licenses
Which of the following is another name for the channel leader?
A) materials expert
B) distribution facilitator
C) franchiser
D) channel captain
E) logistics leader
Using ________, marketers charge different prices to different customers in order to
manage capacity and maximize revenue.
A) yield management pricing
B) keystoning
C) high/low pricing
D) promo pricing
E) trial pricing
________ is the category of B2B products that refers to the products an organization
uses in its daily operations.
A) Raw materials
B) Component parts
C) Equipment
D) Processed materials
E) MRO products
Which of the following is the trend of many shoppers actively looking for and
purchasing food grown or raised within 50 to 100 miles of where they live?
A) utilitarianism
B) green washing
C) fair trading
D) collectivism
E) locavorism
A cashier who purposely undercharges a customer or allows a friend to walk away
without paying for items would most likely be accused of which of the following?
A) sweethearting
B) experiential shopping
C) retail borrowing
D) off-price retailing
E) customer profiling
Soundz, a marketer of high-end headphones, wants to better understand how consumers
think and feel about its products. Which of the following would be the best tool to help
the leadership at Soundz learn about consumer attitudes toward the brand?
A) predictive technology
B) an A/B test
C) churn rate
D) sentiment analysis
E) search engine optimization
Today’s consumers are increasingly getting information from one another rather than
from the original source. This new communication landscape is referred to as
________.
A) the groundswell
B) authenticated streaming
C) integrated marketing communications
D) stealth marketing
E) the brand community
Marketers estimate ________ when they determine whether anyone is likely to buy a
new product.
A) pricing points
B) diffusion rates
C) commercial success
D) technical success
E) creative success
A ________ is a marketplace offering that fairly and accurately sums up the value that
will be realized if the good or service is purchased.
A) product position
B) market segment
C) mass market
D) value proposition
E) target market
A type of m-commerce that simply involves sending a text message is known as
________.
A) predictive marketing
B) spam
C) short-message system marketing
D) telemarketing
E) e-commerce
Which component of the market research process determines the consumer population
that a company will study?
A) the research design
B) the sampling method
C) the research objective
D) the collection method
E) the sampling design
The publisher of Lifting Life, a magazine and website about weightlifting, wants to
develop a clear picture of how readers of the magazine and its competitors feel about
the magazine. In order to accomplish this, Lifting Life will likely need to use the
technique of ________.
A) search engine optimization
B) A/B testing
C) predictive analytics
D) emotion analysis
E) churn rate
Which of the following questions should marketers first answer when they are
determining their research design?
A) What kind of sampling method should we use?
B) What type of focus group best fits our needs?
C) Do we need quantitative or qualitative data?
D) Does the information we need already exist?
E) How should we collect the data we need?
Toro ran a clever preseason promotion on some of its snow blower models, offering
some money back if the snowfall in the buyer’s market area turned out to be below
average. This is an example of a ________.
A) rebate
B) premium
C) price-off pack
D) continuity program
E) sweepstake
Which of the following statements about perception is true?
A) Perception is a sociocultural influence on consumer purchase decisions.
B) Perception is unrelated to any sense other than sight.
C) If a marketer can reach a consumer with a message, then the marketer knows the
consumer will interpret it correctly.
D) There is no perception without exposure.
E) Research shows that subliminal messages are just as likely to be perceived as any
other type of message.
Manufacturers of which of the following would be most likely to use freight absorption
pricing?
A) chocolate candy
B) laptop computers
C) furniture polish
D) feline flea collars
E) repair parts for vacuum cleaners
Which of the following is true of information stored in departmental “silos’?
A) Such information is best described as structured data.
B) Such information is best described as unstructured data.
C) Such information is unlikely to be shared with other departments in the firm.
D) Such information is typically gathered from indirect sources.
E) Such information is typically gathered by channel partners.
Which of the following promotion tools is most closely associated with building up a
positive corporate image and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
Which of the following is the number of different product lines available at a particular
retail store?
A) merchandise breadth
B) inventory depth
C) merchandise depth
D) retail diversity
E) point-of-sale range
In which stage of the product life cycle will promotional expenditures be especially
high in an attempt to create consumer awareness?
A) product development
B) introduction
C) decline
D) maturity
E) youth
When McDonald’s failed to realize that Applebee’s and Chili’s were providing products
that met consumers’ needs for a quick, tasty, and convenient meal, McDonald’s failed to
consider its ________.
A) marketing mix
B) mass customization
C) direct competition
D) indirect competition
E) competitive advantage
________ is the process by which a consumer or business customer begins to buy and
use a new good, service, or idea.
A) Commercialization
B) Product testing
C) Product adoption
D) Diffusion
E) Positioning
The phenomenon of ________ includes consumers creating their own ads and buying
and selling products on eBay.
A) production orientation
B) the triple-bottom-line orientation
C) consumer-generated value
D) socially responsible marketing
E) the marketing concept