Demographic changes have contributed to a decline in the use of door-to-door sales in
the United States.
Exchanges of nonmonetary value do not involve a price.
The individual who develops the product specifications for a complex product would
likely assume the role of influencer in the buying center.
Two or more firms pooling their resources for common goals have established a joint
venture.
Gamification refers to market segmentation using video gaming as a lifestyle.
Age and gender are examples of demographic segmentation variables.
A skimming price is typically used when the company introducing a new product
anticipates other competitors will enter the market quickly.
Data mining can be used to identify customers who are not profitable and who should
be abandoned.
Growing concern over the Greenhouse Effect is increasing pressure for development of
a single marketplace with consistent environmental standards.
Cannibalization is not a concern for traditional retailers who also operate an
e-commerce site because the two locations attract completely different markets.
Runnerz is a company that makes running shoes. The company has defined its mission
as follows: “At Runnerz, we make great running shoes.” By defining itself in terms of
its product, Runnerz has created a mission statement that is too broad.
A company that uses data mining is unlikely to need a data warehouse, as the
company’s data is constantly in use.
Channels that contain intermediaries are indirect.
By allowing employees to spend up to $2,500 to compensate guests for certain
inconveniences, Marriott is empowering its employees to quickly recover from critical
incidents.
In comparison to trailing-edge Boomers, leading-edge Boomers spend a higher
proportion of their income on non-discretionary items.
Total quality management involves all employees, regardless of their function, in
continuous quality improvement efforts.
Experiential shoppers enjoy the “thrill of the hunt” available through the experience of
shopping on-line.
A franchise organization is a type of contractual VMS.
A buttery spread designed to help lower cholesterol levels is a product with a number of
new competitors entering the market. This product is most likely in the introduction
stage of its product life cycle.
In developing an advertising campaign, agencies do not use pretesting until they have
determined the media types and media schedule.
The principles of marketing can apply to people, just as they apply to goods and
services.
Business marketers have a broader customer base and a larger number of buyers
compared to consumer marketers.
Like sales promotion, public relations components of the promotion mix are used to
create short-term increases in sales.
Representativeness is a problem when the researchers cannot be sure the consumer
population they are studying even understands the questions.
A demand curve never appears on a graph as a straight line.
Inflation may cause marketers to decide to either raise or decrease their prices.
Employee morale, promotion strategies, and competitors’ reactions are all aspects of a
company’s internal environment.
A brand community can be created by marketers or can develop on its own among
consumers.
Brand anthropomorphism is a strategy for creating a brand personality in the minds of
consumers.
Coca-Cola’s Minute Maid unit is introducing a new premium fruit beverage. The
primary promotional objective of marketing communications for the new product
should be to create awareness.
Culture is society’s personality.
Planning means that an organization develops objectives while in the process of taking
action.
The more innovative a new product is, the more quickly it will spread throughout a
population.
Which of the following is an example of a top-down budgeting technique used to
determine how much a firm will allocate to its promotional activities?
A) the objective-task method
B) the percentage-of-sales method
C) the push-pull method
D) the AIDA method
E) the price lining method
The preapproach stage in the creative selling process is when the salesperson ________.
A) meets the customer for the first time
B) learns as much as possible about a prospective customer before making a sales call
C) identifies potential customers likely to be interested in purchasing the product
D) anticipates reasons the potential customer might not be interested in purchasing the
product
E) clarifies and overcomes a customer’s concerns about buying
________ purchases are much greater than ________ purchases, both in the quantity of
items ordered and how much they cost.
A) Business; consumer
B) Organizational; institutional
C) Online; offline
D) Not-for-profit; for-profit
E) Joint; derived
The 80/20 rule is most directly related to ________ segmentation.
A) demographic
B) behavioral
C) geodemographic
D) socioeconomic
E) psychographic
Which of the following is NOT a process included in marketing analytics?
A) collecting data about marketing efforts
B) creating marketing efforts
C) measuring marketing efforts
D) analyzing marketing efforts
E) assessing marketing efforts
For an exchange to occur, ________.
A) at least two people or organizations must be willing to make a trade, and each must
have something the other wants
B) there must be one winner and one loser
C) someone must make a financial profit
D) the item must be tangible
E) time utility must be created
Which of the following best defines demographics?
A) statistics that can be used to segment populations on the basis of what people do
with a product
B) statistics that can be used to segment populations on the basis of when people use a
product
C) qualitative data that can be used to explain why seemingly homogeneous consumer
groups do not share core characteristics
D) statistics that can be used to segment populations on the basis of shared attitudes,
opinions, and interests
E) statistics that measure observable aspects of a population
Biopure is a company that manufactures and markets oxygen therapeutics. Its products
are Hemopure for human use and Oxyglobin for animal use. Both have been developed
as alternatives to red blood cell transfusions. Which of the following would be part of
Biopure’s internal environment?
A) approval by the U.S. Food and Drug Administration to allow veterinarians to use
Oxyglobin
B) the global market for the raw materials needed to make Hemopure and Oxyglobin
C) the patented manufacturing process that Biopure uses to produce Hemopure and
Oxyglobin
D) a competitor developing a similar product
E) changes in patent law
Ed Barney owns a chain of small gift shops. Before buying merchandise to carry in his
store, Barney can visit a ________ where he can examine a manufacturer’s products
before he stocks his stores.
A) sales office
B) manufacturer’s showroom
C) commission merchandise mart
D) merchandise brokerage
E) manufacturer’s office
Heinz stopped marketing its “Bite Me” brand of frozen pizza snacks due to
disappointing sales. This is an example of a ________.
A) filling-out strategy
B) downward line stretch
C) product line contraction
D) value stretch
E) cannibalization strategy
Each year, Honeywell asks every department manager to rate his or her department’s
strengths and weaknesses as well as those of the other departments with which the
department interacts. Then each department manager is asked what he or she sees as the
greatest threats and opportunities for the company. Honeywell is asking its department
managers to engage in a ________.
A) SWOT analysis
B) portfolio analysis
C) market analysis
D) functional planning session
E) compatibility assessment
A glitzy shopping mall, a mail-order catalog, a television shopping network, and an
e-commerce website are all examples of ________.
A) marketing concepts
B) value chains
C) monopolies
D) marketplaces
E) strategic business units
You want to collect information to evaluate your sales force in New England. Which of
the following would you be LEAST likely to consider in doing so?
A) call reports
B) expense reports
C) customer satisfaction surveys
D) customer turnover rates
E) partner relationship management data (PRM)
________ are intangible products that we pay for and use but never own.
A) Consumer goods
B) Services
C) Industrial goods
D) E-commerce products
E) Value products
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of
________.
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) advertising
When a company begins marketing a new product line in addition to its existing
product lines, it has done which of the following?
A) expanded the length of the product line
B) expanded the width of the product mix
C) expanded the depth of the product mix
D) expanded the width of the marketing mix
E) used a contraction strategy
________ are the largest ethnic group in the United States.
A) African Americans
B) Asian Americans
C) Pacific Islanders
D) Hispanic Americans
E) American Indians
A company’s first step in one-to-one marketing should be to ________.
A) rank its customers in terms of sales volume
B) identify customers that cost the company money
C) identify types of transactions and determine which will be abandoned
D) identify customers and get to know them in as much detail as possible
E) determine which aspect of the product will be customized to meet the individual
needs of its customers
When a company uses computer software to extract large amounts of data from social
media platforms, it is using ________.
A) data warehousing
B) scanner data
C) intelligent agents
D) web scraping
E) reality mining
The creative strategy for an advertising campaign is summarized in a(n) ________.
A) agency contract
B) account plan
C) media plan
D) creative brief
E) message objective
CRM stands for ________.
A) consumer relationship marketing
B) consumer retention management
C) customer relationship management
D) customer retention marketing
E) consumer response management
Start-up marketers may use ________ through sites such as Kickstarter.com to raise the
necessary capital to get a new product to market.
A) simulated market tests
B) beta tests
C) crowdfunding
D) ideation
E) value co-creation
________ utility is the benefit marketing provides by transforming raw materials into
finished products, as when a dress manufacturer combines silk, thread, and a zipper to
create a bridesmaid’s gown.
A) Form
B) Place
C) Time
D) Possession
E) Price
The ________ is the price of a nation’s currency in terms of another currency.
A) gross domestic product
B) standard of living
C) import quota
D) tariff
E) foreign exchange rate
A severe recession is a depression, a period in which prices fall but there is little
demand because few people have money to spend and many are out of work. This
condition is part of ________.
A) the microenvironment
B) the business cycle
C) the technological environment
D) the legal environment
E) social norms
Disadvantages of ________ are that hackers can influence research and competitors can
learn about marketing firms’ plans.
A) mail surveys
B) telephone surveys
C) mall intercepts
D) focus groups
E) online research
The Green Awning is a flower and gift store. When its owner purchases the green foam
used in the bottom of vases of cut flowers, floral tape used in flower arrangements, and
gift cards, she is most likely making a ________.
A) straight rebuy
B) complex-task purchase
C) modified rebuy
D) new-task buy
E) gatekeeping buy
When demand is ________, increases in price result in increases in total revenues,
while decreases in price result in decreases in total revenue.
A) elastic
B) inelastic
C) flexible
D) supply-driven
E) cross-elastic
The concept of ________ encompasses the beliefs and associations that a consumer has
about a brand.
A) brand meaning
B) brand storytelling
C) brand equity
D) product quality
E) total quality
The euro is the currency used by ________.
A) NAFTA
B) MERCOSUR
C) the EU
D) the WTO
E) GATT
A(n) ________ is a document that describes the marketing environment, outlines the
marketing objectives and strategies, and identifies how the company will implement the
strategies.
A) marketing plan
B) communications plan
C) business plan
D) operational plan
E) financial plan
Nationalization occurs when a government ________.
A) reimburses a foreign company for its assets after taking over the company
B) reimburses a foreign company that has lost facilities due to natural causes
C) refuses to allow its businesses to engage in exporting
D) takes over a foreign operation and provides the seized operation with no
reimbursement
E) imports more than it exports
An avatar is a ________.
A) site that creates a connection between a consumer and a brand
B) mobile app with increasing popularity
C) type of location-based network
D) tweet of more than 140 characters
E) graphic representation of a user
A ________ is a set of people a consumer wants to please or imitate.
A) culture group
B) family lifestyle group
C) perception group
D) reference group
E) social class group
Which of the following is NOT a survey method for data collection?
A) online questionnaires
B) mail questionnaires
C) mall intercepts
D) observations
E) face-to-face interviews
Provide a brief explanation of what marketing is.
What is the difference between a subculture and a microculture?
How are processed materials different from raw materials?
The marketing team for Lots-o-Chocolate wants to understand the effectiveness of the
different components of its digital marketing campaign and put more resources toward
its three top-performing sites for ads. How can the marketing team use marketing
metrics and marketing control to achieve their objective?
A local appliance store is advertising the sale of a 27-inch color TV for only $199. The
ad states that this price will apply only to TVs that are in stock and no rain checks will
be given. Fifteen minutes after the store opens on the day of the sale of the TV, a
customer is told by a sales clerk that all of the TVs selling for $199 have been sold.
However, the sales clerk is very happy to show the customer a similar TV for only
$399. What pricing strategy is the store implementing and why?
Explain the limitations for marketers offering e-commerce shopping.
Describe the different types of Big Data sources available to marketers. How can
marketers use this information?
Compare and contrast proactive public relations activities and crisis management.
Why have department stores struggled to survive in the United States in recent years?
How is it possible for a company in the United States to have protection for a brand
even if it has not legally registered it?
Why might a firm want to use sustainable packaging? Describe one type of sustainable
packaging in your answer.
How can a marketer use a package to communicate with consumers?
Briefly describe each step in the consumer decision-making process.
How might a channel leader stimulate channel cooperation?
What are the four “easy” tests brand designers use in selecting a good brand name?
Choose a brand and explain how it passes these tests.
What are the advantages and disadvantages of using demand-based pricing?
Why might marketers consider the growing trend of multitasking as problematic in
gaining consumer attention?
Give an example of how the economic downturn that began in 2007 affected retailers’
strategies.
Explain the role of marketers in the information search step of the consumer
decision-making process. Give an example of how the marketer might execute this role.
What is the difference between structured and unstructured data?
