Which of the following is true about a probability sample?
A) The observation method is used to select people who appear most willing to
participate.
B) Convenience is the key determinant of who participates.
C) A researcher uses personal judgment to select participants.
D) Every member of the population is included in the sample.
E) Each member of the population has some known chance of being included in the
sample.
A country’s ________ indicates the average quality and quantity of goods and services
consumed within the country.
A) economic infrastructure
B) standard of living
C) gross domestic product (GDP)
D) gross national product (GNP)
E) business cycle
A real estate company places ads on a local newspaper’s website. The real estate
company pays the newspaper based on how many times readers of the newspaper’s
website select the ads and enter the real estate company’s website. This is an example of
________ pricing.
A) cost per impression
B) cost per customer
C) cost per order
D) cost per click
E) cost per conversion
________ can be classified by primary purpose, such as to inform, persuade, or remind.
A) Budget objectives
B) Message objectives
C) Creative strategies
D) Creative briefs
E) Media plans
Unilever makes Rexona deodorant and antiperspirant, a leading brand of deodorant and
antiperspirant. Because the worldwide market for deodorants and antiperspirants is
growing rapidly, Rexona would be classified as a ________ on the BCG growth-market
share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
A channel consisting of one or more independent producers, wholesalers, or retailers,
each seeking to maximize its own profits with little concern for other channel members,
is a(n) ________.
A) independent vertical marketing system
B) conventional marketing system
C) independent channel
D) corporate vertical marketing system
E) administered vertical marketing system
Advertising by sampling that is designed to create buzz is called ________.
A) tryvertising
B) groundswelling
C) brand evangelizing
D) sock puppeting
E) paid influencing
Marissa arrived early for her job interview. She was very excited about the opportunity
to interview for a prestigious position. As she got out of the car, she got a run in her
pantyhose. She was pleased to see a convenience store down the road and went there to
purchase a replacement pair of pantyhose. For Marissa, the pantyhose is an example of
a(n) ________.
A) unsought product
B) impulse product
C) staple
D) emergency product
E) MRO product
Which one of the following statements about retailers and retailing activities is true?
A) Retailers create form utility.
B) Most retailers are multi-million dollar operations.
C) Retailers are members of channels of distribution.
D) About half of all U.S. workers are employed by retailers.
E) Retailers sell only to businesses.
Which of the following is true of virtual worlds?
A) They are among the most popular product review sites.
B) They are likely to replace Twitter.
C) They are the most popular tool for buzz-building activities.
D) They are a booming marketplace for virtual goods paid for in actual money.
E) They use “dashboards” so businesses can monitor the locations of avatars.
After the sales presentation, which of the following is the next step in the creative
selling process?
A) block objections
B) handle objections
C) begin building a bridge to the next sale
D) wait for signals that the customer is ready to buy
E) indirectly ask the customer for her business
The second step of the marketing planning process is to ________.
A) perform a situation analysis
B) set marketing objectives
C) define a marketing mission
D) identify a target market
E) develop a marketing mix
Whether a sample can be categorized as a probability sample or a nonprobability
sample depends on the ________ of the sample.
A) validity
B) responsiveness
C) representativeness
D) flexibility
E) reliability
After determining its communication objectives, the company’s next step in developing
a promotional plan is to ________.
A) identify the target audiences
B) determine its marketing communication budget
C) design the promotion mix
D) decide on a push or pull strategy
E) identify its product’s phase in the product life cycle
Leadership in which type of marketing system is assumed not through common
ownership or contractual ties but through the size and power of a single dominant
channel member.
A) a horizontal marketing system
B) an administered vertical marketing system
C) a corporate vertical marketing system
D) a conventional marketing system
E) a multiple distribution system
What is a major drawback of probability sampling?
A) It can be time consuming.
B) The sample is proportionate to the population.
C) The most difficult population from which to obtain information is chosen.
D) Everyone has an equal chance of selection.
E) Marketers must rely on the judgment of the researcher in respondent selection.
A group of investors wants to bring a minor league baseball team to a community of
100,000 to create hometown spirit and offer a new form of family entertainment. The
group surveyed people in the community to see if they would attend the games, how
frequently they would attend, and whether the location of the proposed baseball stadium
was acceptable. This survey is an example of ________.
A) data mining
B) a secondary internal source
C) longitudinal data
D) a primary data source
E) a secondary external source
Bayer AG agreed to pay $46 million as part of a law settlement for conspiring with
Archer-Daniels-Midland (ADM) to keep prices of citric acid at a certain level. These
two international companies were guilty of ________.
A) price lining
B) skimming pricing
C) predatory pricing
D) price-fixing
E) placebo pricing
The ________ outlines how, when, and where the firm will make the product available
to targeted customers.
A) target market strategy
B) pricing strategy
C) product strategy
D) promotional strategy
E) distribution strategy
________ utility is the benefit marketing provides by allowing the consumer to own,
use, and enjoy a product.
A) Form
B) Place
C) Time
D) Possession
E) Price
Using the strategy of ________, a marketer designs a package that closely resembles
the look of the national branded product with which it is competing.
A) aesthetic packaging
B) sustainable packaging
C) ingredient packaging
D) venture packaging
E) copycat packaging
Census data is an example of a ________ source of Big Data.
A) social media
B) partner database
C) commercial entity
D) government
E) corporate I.T.
A(n) ________ strategy is implemented when a store places two similar items next to
each other, highlighting the fact that the price of one item is slightly lower than that of
the other item.
A) assimilation effect
B) contrast effect
C) price-placebo effect
D) penetration pricing
E) skimming price
To compare the relative cost-effectiveness of different media and of spots run on
different vehicles in the same medium, media planners use ________.
A) cost per thousand (CPM)
B) aided recall
C) unaided recall
D) gross rating points (GRPs)
E) attitudinal measures
Which of the following could a retailer use to determine which of two different
marketing messages generates the most sales?
A) predictive analytics
B) churn rate
C) A/B test
D) cost-per-impression
E) cost-per-click
The series of steps through which a marketer attempts to guide a consumer is called the
________.
A) promotional mix
B) marketing mix
C) hierarchy of effects
D) AIDA model
E) push-pull model
Keely was invited to examine a free copy of a new magazine called Coastal Living. If
she did not enjoy the magazine, she could write “Refused” on the invoice for her
subscription, which would arrive about three weeks after the free magazine. The
magazine’s publisher was using ________.
A) a continuity program
B) a rebate
C) a premium
D) product placement
E) sampling
The ________, a U.S. regulatory agency, enforces laws and regulations on foods, drugs,
cosmetics, and veterinary products.
A) Food and Drug Administration
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Consumer Product Safety Commission
To determine ________, firms compare the investments they make in acquiring and
retaining customers to the financial return on those investments.
A) segmentation
B) share of customer
C) brand personality
D) customer equity
E) positioning
Focus groups have become one of the major market research tools for getting insight
into consumer thoughts and feelings. However, a researcher relying solely on focus
groups would likely be most concerned about which of the following?
A) finding a convenience sample
B) generalizing the results to the rest of the population
C) administering the questions
D) orchestrating cooperation among participants
E) generating qualitative data
Kellogg’s has marketed Special K cereal for a number of years to a loyal customer base.
Its introduction of a new cereal called Special K with Red Berries is an example of a(n)
________ strategy.
A) cannibalization
B) cobranding
C) brand extension
D) upward line stretch
E) downward line stretch