Public relations activities can be used to influence the attitudes and perceptions of
various publics toward politicians and celebrities.
Laggards tend to be in a higher social class than consumers in other adopter categories.
According to the theory of the wisdom of crowds, consumers are more interested in
content produced by other consumers than in content produced by brands.
Consumers’ perception of relative advantage would help determine the success of a new
magazine targeted to girls between the ages of 14 and 17.
To posttest an ad for Maytag appliances, interviewers could ask consumers what
appliance ads they have seen in the last month.
Every action you take online leaves a digital imprint, data that can be used to create
valuable insights into consumer behavior.
Supply chain management includes the coordination of both the physical movement of
goods and the sharing of information about those goods.
In 2012, women were more likely than men to marry someone with less education.
Technological and cultural advances contribute to market fragmentation.
The length of the introduction stage of the product life cycle is typically the same for all
products.
CRM programs facilitate communication from a company to its customers and from
customers to the company.
The first step in planning a channel strategy is to determine what markets need to be
reached.
Decision makers within a company would be more likely to use an MIS than an MDSS
to forecast the results of maintaining the company’s prices while competitors reduce
their prices.
The distribution strategy is the place component of the marketing mix.
Customer relationship management (CRM) programs are often called interactive
marketing programs.
A mass marketing approach involves more advertising costs than a target marketing
approach does.
Tired Toes is a new line of foot care products. The company’s marketing team wants to
help build buzz for the line by creating a brand community. The marketing team should
use social networks to achieve this objective.
Business analysis for a new product begins with assessing how the new product will fit
the firm’s total product mix.
CRM programs are used by e-commerce firms, but not by brick-and-mortar firms.
Because of recent advances in data warehousing and data mining, the amount of data
we produce is expected to decrease in the near future.
The Union Express website tracking a lost package is an example of CRM.
Microcultures are groups of consumers who identify with a specific activity or art form.
To ensure consistency, churn rate is always determined over the time period of one year.
The elements of the marketing mix are the Four Ps.
A country that barters for imported products rather than paying in cash likely does so
because its currency is convertible.
The focus group format can be used online.
Direct sellers bypass channel intermediaries and sell directly from manufacturers to
consumers.
In comparison to sales promotion activities, it is easier to determine the effectiveness of
traditional advertising.
Nondurable goods are more likely than durable goods to be purchased under conditions
of high involvement.
The cognition component of a person’s attitude would typically be more influential than
the affect component for purchases such as scented candles, bath salts, and luxurious
towels.
Marketers work to make their conversion rates increase and churn rates decrease.
A ________ is a modification to an existing product.
A) technical innovation
B) continuous innovation
C) discontinuous innovation
D) commercial innovation
E) dynamically discontinuous innovation
A local restaurant sells lunch entrees for $7.95, $9.95, and $11.95. From this
information, you can infer the restaurant uses which of the following?
A) price discrimination
B) odd-even pricing and price lining
C) dynamic pricing and price lining
D) reference pricing and value pricing
E) dynamic pricing and loss leader pricing
Which of the following most accurately describes a brand extension?
A) a new product that combines the power of two or more brand names
B) a new product sold under an established brand name
C) a new product added to the lower end of a product mix
D) a new product added to the higher end of a product mix
E) a new product line added to a product mix
As a part of the ________ process of market planning, managers need to look carefully
at why a company isn’t meeting its objectives.
A) diversification
B) market development
C) brand competition
D) marketing mix
E) control
The first step in the adoption process is ________.
A) product evaluation
B) awareness
C) problem recognition
D) evaluation
E) interest
A company has just one product line: it manufactures only supercomputers. This one
product line is also the company’s ________.
A) branding strategy
B) marketing mix
C) product mix
D) promotional mix
E) brand equity
A survey questioned men and women to determine how each group felt about low-fat
foods advertising on television. The results from male and female respondents were
examined separately to see if their responses were different. The research results were
analyzed using ________.
A) ethnographic techniques
B) single-source data methods
C) cross-tabulation
D) standard correlation calculations
E) projective techniques
Which of the following do manufacturers typically NOT use as a factor in deciding
which mode of transportation to use for a product?
A) dependability
B) cost
C) accessibility
D) responsiveness
E) traceability
You own an independent store in your neighborhood and like to offer fresh seafood in
your meat display case. Which type of wholesaler is likely to best serve you?
A) cash-and-carry wholesaler
B) drop shipper
C) rack jobber
D) selling agent
E) commission merchant
Colgate-Palmolive replaced its brand management structure with a product category
management structure. A manager who had once managed Colgate toothpaste now
manages all of the company’s dental products. Under Colgate’s new system, a product
category manager would have ________.
A) profit and loss responsibility for all dental products
B) completely different duties than the brand manager had
C) less direct authority to achieve goals
D) no authority over functions, other than marketing, that affect dental products
E) no authority over international dental product sales
Jane’s aunt wants a cashmere blanket to put over her legs when she watches television
from her favorite chair. Jane could drive 50 miles and pay $90 for the blanket, or she
could order one off the Internet for $168. Because Jane works fifty hours a week, cares
for three children, and tries to help her aunt, she opts to buy the blanket on the Internet.
This is an example of how ________ influences the consumer decision-making process.
A) rich media
B) subliminal advertising
C) perceived risk
D) time poverty
E) sensory marketing
A ________ is a set of related products a retailer offers.
A) merchandise mix
B) merchandise assortment
C) merchandise breadth
D) product depth
E) product line
Managers of a discount retailer would use which of the following to access
up-to-the-minute sales information obtained from the store’s cash registers around the
country in order to detect problems with products, promotions, and even the firm’s
distribution system?
A) a company intranet
B) secondary data
C) a prediction market
D) market intelligence
E) a convenience sample
Kathy Champe, a public relations specialist for a regional chain of pharmacies,
regularly contacts members of the local and state-wide media with information about
community events and charity fundraisers sponsored by her company. She is using
________.
A) press releases
B) paid influence programs
C) crisis management
D) institutional advertising
E) lobbying
The ________ environment refers to the characteristics of a society, the people who live
in the society, and the culture that reflects the values and beliefs of the society.
A) political and legal
B) sociocultural
C) economic
D) technological
E) natural
In the ________ stage of market planning, marketers must determine how they want
consumers to think of their product in comparison to competing products.
A) develop a mission statement
B) perform a situation analysis
C) develop marketing strategies
D) develop distribution strategies
E) implement the plan
Questions such as “What business are we in?” and “What customers should we serve?”
are typically addressed in the ________ stage.
A) operational planning
B) strategic planning
C) market targeting
D) functional planning
E) market planning
Market planning is followed by the ________, which details how the plan will be
carried out, outlining the day-to-day execution.
A) operational plan
B) control plan
C) SWOT analysis
D) strategic plan
E) marketing metric
In which step of the hierarchy of effects would a marketer most likely rely on samples
and coupons?
A) create awareness
B) inform the market
C) create desire
D) encourage purchase
E) build loyalty
An attitude is ________.
A) an internal state that drives us to satisfy needs
B) the process by which people select, organize, and interpret information from the
outside world
C) a change in behavior caused by information or experience
D) a lasting evaluation of a person, object, or issue
E) the set of unique psychological characteristics that consistently influence the way a
person responds to situations in the environment
In terms of the communication model, ________ is the process whereby a receiver
assigns meaning to a message.
A) sourcing
B) encoding
C) decoding
D) feedback
E) receiving
A situation analysis is also known as a(n) ________.
A) environmental analysis
B) portfolio analysis
C) market review
D) growth strategy review
E) action plan
Which of the following is true of advocacy advertising?
A) It is also known as public-service advertising.
B) It is primarily used to support sales promotion activities.
C) It is used only for non-profit causes.
D) It is intended to inform customers about a new product.
E) It is intended to influence public opinion.
A(n) ________ promotes the firm and tries to stimulate demand for a product but does
not actually complete a sale.
A) order taker
B) order getter
C) missionary salesperson
D) relationship manager
E) new-business manager
General Foods produces many different brands of coffee, including Brim, Maxim,
Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have
its own ________.
A) venture team
B) market manager
C) product category manager
D) communication manager
E) brand manager
Consumers often rely on decision guidelines, or mental rules of thumb, when weighing
the merits of competing brands. These rules are referred to as ________.
A) evaluative criteria
B) compensatory decision rules
C) affects
D) heuristics
E) cognitions
In Vin del Mar, Chile, there are a dozen stores specializing in selling the same quality of
seafood products on one street. An individual store dare not charge more than the going
price without the risk of losing business to the other stores that are selling the fish at a
common price. This is an example of what type of market?
A) perfect competition
B) monopolistic competition
C) oligopolistic competition
D) a monopoly
E) an oligopoly
Franchising is a form of ________.
A) importing
B) tactical alliance
C) licensing
D) joint venture
E) direct investment
At a retail store, the display racks on which clothes are hung, the shelving, and the cash
registers are all examples of ________.
A) accessory equipment
B) shopping products
C) capital equipment
D) component parts
E) MRO products
A company reports on consumers’ perceptions of more than 1,700 performers for
companies that are interested in using a performer in their advertising. This type of
report is an example of ________.
A) syndicated research
B) custom research
C) case study research
D) exploratory research
E) primary research
The Food and Drug Administration (FDA) requires most food labels in the United
States to state how much fat, cholesterol, and protein are in each serving of the product.
Your firm has decided to tailor its products and services to meet local market demands.
A good approach to use would be ________ segmentation.
A) geographic
B) psychographic
C) usage
D) positioning
E) social class
How can a firm benefit from participating in a horizontal marketing system?
Briefly explain the difference between lagging indicators and leading indicators.
Why is it important to consider marketing as an investment rather than as an expense?
Hotmail put the message “Get Your Free Email at Hotmail.com” at the bottom of every
email sent by Hotmail users. What type of marketing technique did Hotmail use?
Discuss how the principles of marketing can be applied to people.
What is the purpose of data mining?
Why would market researchers use convenience samples?
Discuss the security issues of B2B e-commerce and how companies address those
issues.
Each product will have a life cycle, although its exact shape and length is not known in
advance. Briefly explain each step in the product life cycle.
What is the difference between peak load pricing and surge pricing? Give an example
of when each might be used.
How are companies taking advantage of interactive technologies to tap consumers for
message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself
advertising?
How has the education and income gap between husbands and wives changed?
What is integrated marketing communication (IMC)? Explain how it differs from more
traditional marketing communication approaches.
What is the difference between total quality management (TQM) and the Six Sigma
process?
What are some of the potential consumer benefits to purchasing items online?
A supply chain relies on profitable relationships all along the way. How might Walmart
rely on its marketing partners in order to offer low prices?
How might a nation’s strict import quotas on particular products negatively affect
consumers in that country?
Why might a retailer be interested in using the Census of Retail Trade, which classifies
retailers according to the North American Industry Classification System (NAICS)
codes?
How is business planning different in a large firm in comparison to business planning in
a small company?
The background for a Benadryl allergy medication ad appearing in the magazine Better
Homes and Gardens shows green grass and lovely flowers. The headline states
“Benadryl is 54 percent more effective than the leading prescription.” At the bottom of
the ad, in small print, is an explanation of how the effectiveness of Benadryl was
determined. The ad also shows a package of Benadryl so consumers can easily
recognize it at the store. Identify the different components of the communication model
for this advertisement.