According to the PLC, the ________ stage is reached when sales plunge to zero, or
when they drop to a low level where they continue for many years.
A) laggard
B) decline
C) maturity
D) growth
E) incubation
Which of the following is a disadvantage of online focus groups?
A) Responses are not instantaneous.
B) Controlling the online sample is difficult.
C) Results take a long time to tabulate and analyze.
D) Facility, technology, and travel costs are very high.
E) Researchers are unable to view the sessions in real-time.
New technologies most likely lead to ________.
A) economic imbalance in society
B) reduced exports
C) trade deficits
D) an increased demand for unskilled labor
E) new markets and opportunities
Critics point out that in the stationery industry, a pen that costs fifty cents to make costs
the consumer $10 to buy. This is an example of ________.
A) deceptive advertising
B) redlining
C) excessive markups
D) high-pressure selling
E) shoddy products
Which of the following refers to a closing technique used by salespeople?
A) asking customers for referrals
B) developing solutions to customers’ problems
C) seeking out hidden objections
D) reviewing points of agreement
E) taking objections as opportunities to provide more information
Target return pricing is a variation of which of the following cost-oriented pricing
approaches?
A) cost-plus pricing
B) break-even pricing
C) markup pricing
D) value-based pricing
E) fixed cost pricing
A downward-sloping experience curve is indicative of ________.
A) the negative customer perception about a company’s products
B) the falling demand for a company’s products
C) the falling unit production cost of a company
D) the low quality of a company’s products
E) slow and inadequate organizational learning
Fun-Spot’s mission is ________.
A) product oriented
B) technology oriented
C) market oriented
D) design oriented
E) narrowly focused on profits
Johnson Business Solutions maintains one sales force for its copy machines and a
separate sales force for its computer systems. Johnson Business Solutions utilizes a
________.
A) product sales force structure
B) customer sales force structure
C) territorial sales force structure
D) digital marketing system
E) geographical operations system
Which of the following is one of the other stimuli present in a buyer’s environment
apart from marketing stimuli?
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli
Which of the following is NOT a category of consumer products?
A) unsought
B) specialty
C) convenience
D) luxury
E) shopping
An IKEA ad shows consumers creating fanciful room designs with IKEA furniture,
such as “a bedroom for a queen made by Bree and her sister, designed by IKEA.”
Which of the following message execution styles is illustrated in this example?
A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol
Harvey’s Bookstore is a popular online bookstore that has differentiated itself through
smooth-functioning delivery networks. This is an example of ________ differentiation.
A) product
B) image
C) price
D) channel
E) people
A company should not always target all possible customers. Which kind of customer is
not the most valuable to a company, but, can over time, contribute to the firm’s success?
A) butterflies
B) shooting stars
C) barnacles
D) true friends
E) strangers
When are sellers most effective?
A) when they focus more on their specific products and services
B) when they focus more on the price of their products and services
C) when they focus more on the benefits and experiences produced by their products
and services
D) when they focus more on where their products and services can be purchased
E) when they focus more on cost to produce the product or service
In order to avoid shortsightedness, today marketers are moving toward viewing
communications as managing the ________.
A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) ongoing customer relationships with the company
E) product life cycle
________ products are those products purchased for further processing or for use in
conducting a business.
A) Unsought
B) Specialty
C) Shopping
D) Industrial
E) Convenience
Second Avenue has just developed a 30-second television ad that features three different
shoppers enthusiastically shopping in the store and appreciating its products. This ad
uses the ________ execution style.
A) slice of life
B) technical expertise
C) personality symbol
D) fantasy
E) image
________ involves creating a video, e-mail, mobile message, advertisement, or other
marketing event that is so infectious that customers will seek it out or pass it along to
their friends.
A) Telemarketing
B) Omni-channel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing
Audience quality, audience engagement, and editorial quality are most likely to be
considered when a media planner ________.
A) decides on media timing
B) selects an execution style
C) selects a media vehicle
D) evaluates return on investment
E) measures the communication effects of an advertisement
According to the model of buyer behavior, which of the following is one of the two
primary parts of a “buyer’s black box”?
A) technological stimuli
B) buyer’s decision process
C) buyer’s spending habits
D) social stimuli
E) promotion stimuli
The key is to ________ traditional mass media with online, mobile and social media to
best engage customers, communicate the brand message, and enhance the customer’s
brand experiences.
A) prioritize
B) integrate
C) utilize
D) design
E) spend on
Business legislation is enacted to protect ________.
A) consumers from unfair business practices
B) businesses from unfair attacks by consumers
C) consumers from competition by businesses
D) businesses from achieving unfairly high profits
E) society from profitable business activity
Changing promotions to suit local markets is known as ________.
A) straight product extension
B) ambush marketing
C) communication adaptation
D) product adaptation
E) standardized global marketing
________ allowances are payments or price reductions that reward dealers for
participating in advertising and sales support programs.
A) Promotional
B) Trade-in
C) Segmented
D) Functional
E) Dynamic
To the extent that a company can differentiate and position itself as providing superior
customer value, it gains ________.
A) competitive advantage
B) complementary assets
C) service life
D) core competencies
E) contingent liability
Even large companies use infomercials for all the following reasons EXCEPT to
________.
A) recruit members
B) refer customers to retailers
C) attract buyers to online, mobile, and social media sites
D) introduce new advertising campaigns
E) sell their products
From an industry point of view, Universal Pictures film studio might see its competition
as ________.
A) West End theatre
B) Columbia Pictures
C) Tomorrowland
D) Summerfest
E) HarperCollins
Which of the following marketing orientations calls for aggressive promotional efforts
and focuses on creating transactions rather than long-term customer relationships?
A) the marketing concept
B) the production concept
C) the product concept
D) the selling concept
E) the societal marketing concept
Customer relationship management integrates everything that a company’s sales,
service, and ________ teams know about individual customers.
A) management
B) marketing
C) manufacturing
D) engineering
E) accounting
Which of the following is the macroenvironmental force that has had the greatest effect
on The Landing?
A) the demographic environment
B) the technological environment
C) marketing intermediaries
D) the political environment
E) citizen-action publics
It is most accurate to say that when customers purchase products they act on ________
as they judge values and costs.
A) objective value
B) perceived value
C) customer lifetime value
D) company image
E) society’s interests
At which stage in the PLC do profits increase as promotion costs are spread over a large
volume, and as the firm enters new market segments?
A) maturity
B) introduction
C) decline
D) growth
E) harvest
Due to dropping sales, a company that manufactures soaps begins to sell them to
restaurants and hotels to extend their product’s life. The soap manufacturer is in the
________ stage of PLC.
A) introduction
B) growth
C) maturity
D) decline
E) development