In the context of identifying competitors’ strategies, the more that one firm’s strategy
resembles another firm’s strategy, the more likely the two firms are to ________.
A) merge
B) compete
C) globalize
D) form a partnership
E) become market leaders
________ serves as a guide to the future by showing how the company’s products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) New clean technology
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
Which of the following is NOT a cue to consumers about whether a price is high or
low?
A) price-matching guarantees
B) prices of surrounding, similar products
C) signs such as “Clearance”
D) “Coming Soon!” signs
E) location in the store, especially at the entry
A company’s objectives indicate its satisfaction with its current situation and ________.
A) its strength with its current management
B) in what areas it intends to develop further
C) how strong it is financially
D) how it might react to different competitive actions
E) its areas of concern, if any
________ refers to the measurement of brain activity to learn how consumers feel and
respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
Which of the following refers to the course that a product’s sales and profits take over
its lifetime?
A) total product process
B) service life
C) product mix
D) product life cycle
E) marketing mix
________ are industrial products.
A) Major appliances
B) Laundry detergents
C) Life insurance policies
D) Office supplies
E) Legal services
Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is known as ________.
A) positioning
B) segmenting
C) diversifying
D) prospecting
E) satisficing
Which type of store carries a wide variety of product lines and has been squeezed in
recent years between more focused and flexible specialty stores on the one hand and
more efficient, lower-priced discounters on the other?
A) warehouse clubs
B) department store
C) factory outlet
D) merchant wholesaler
E) category specialist
In which of the following scenarios would high-pressure selling tactics typically be
most advantageous for marketers?
A) selling situations with long-time customers
B) selling situations with new customers with a high likelihood of becoming repeat
customers
C) selling situations with a company’s most highly valued customers
D) selling situations with one-time customers
E) selling situations with dissatisfied customers
The goal of performing a competitor analysis is to ________.
A) learn more about the competitors’ sales structures
B) find flaws in the competitors’ manufacturing processes
C) copy the best features that the competitors offer
D) find areas of potential competitive advantage and disadvantage
E) develop products in markets that the competitors are not in
Sales executives at Keiron Air Conditioners use phone directories to call customers and
convince them to buy their air conditioners. Which form of direct marketing is used
here?
A) telemarketing
B) direct-mail marketing
C) catalog marketing
D) direct-response television marketing
E) kiosk marketing
In an effort to differentiate its offerings from its competitors, Pegasus Computers
decided to add an extra USB port in all its laptops besides providing a free pair of
Delphi power bass headphones with every Pegasus laptop. Although the additional
features increased the price of the laptops by $500, Pegasus was confident that the
strategy would help boost demand for its laptops substantially. This is an example of
________.
A) good-value pricing
B) markup pricing
C) break-even pricing
D) value-added pricing
E) cost-based pricing
Effective ________ pricing involves understanding how much value consumers place
on the benefits they receive from the product and setting a price that captures that value.
A) competition-oriented
B) cost-based
C) time-based
D) customer-oriented
E) marketer-oriented
Members of management at Growing Green, a company that markets organic and
environmentally friendly gardening and landscaping supplies and equipment, are
evaluating the benefits and disadvantages of indirect exporting, direct exporting, and
licensing. In which stage of the international marketing process is Growing Green?
A) deciding on the global advertising strategy
B) deciding which markets to enter
C) deciding how to enter the market
D) deciding on the global marketing program
E) deciding on the global marketing organization
Marketers describe the way a consumer processes information to arrive at brand choices
as ________.
A) alternative evaluation
B) information search
C) impulse buying
D) consumer capitalism
E) cognitive dissonance
To decrease direct marketing abuses, government agencies are investigating do-not-call
lists, do-not-mail lists, do-not-track-online lists, and ________.
A) claimed fraudulent credit card charges
B) Can Spam legislation
C) possibly deceptive television advertising
D) offerings of illegal products
E) bait-and-switch offers
With accumulated production experience and a higher volume of production, companies
not only become more efficient but also ________.
A) gain economies of scale
B) incur higher overhead costs
C) create derived demand in the market
D) spend more per unit of produced output
E) tend to routinely spend less on inputs
Which of the following is true with regard to products?
A) The quality of products is far more difficult to measure than that of services.
B) Products do not include experiences, organizations, persons, places, and ideas.
C) Products are not meant for sale in the market.
D) Products include services, events, persons, places, organizations, ideas, or a mixture
of these.
E) Products refer to only those activities that are essentially intangible.
Communications programs need to be developed for specific niches, individuals, and
________.
A) genders
B) countries
C) departments
D) products
E) segments
Craftsman Furniture Company offers its bedroom and living room furniture through
independent and smaller chain furniture stores, not through every store that sells
furniture. It uses ________ distribution.
A) intensive
B) direct
C) corporate
D) selective
E) exclusive
________, a form of observational research, involves sending observers to watch and
interact with consumers in their natural environments.
A) Group interviewing
B) Ethnographic research
C) Survey research
D) Experimental research
E) Causal research
Secondary data consist of ________.
A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another
purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions
Shifting away from mass marketing, marketers are developing ________ which are
designed to build relationships with customers in more narrowly defined micromarkets.
A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies
A particular automobile company works to keep its customers happy after each sale,
aiming to delight each one of them in order to increase their customer lifetime value.
Which of the following steps of the buyer decision process does the company
exemplify?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
A society’s ________ are expressed in how people view themselves and others,
organizations, society, nature, and the universe.
A) social codes
B) cultural values
C) demographics
D) public policies
E) norms
In which of the following situations has a company most actively embraced
customer-managed relationships?
A) American Airlines awards frequent flyer points to returning customers.
B) Paige Premium Denim jeans provide superior quality and perfect fit.
C) iRobot invites enthusiastic Roomba owners to develop and share their own uses for
the company’s robotic vacuum cleaner.
D) Best Buy distinguishes between its best customers and its less profitable customers,
stocking merchandise to appeal to each group.
E) Toyota develops a marketing presence on social networks and other online
communities.
In addition to the specific promotion tools, marketing communication requires
________ for greatest impact.
A) the engineering and manufacturing departments work together
B) the sales force lead the communication process
C) the advertising be developed with the manufacturers’ representatives
D) the pubic relations staff work closely with the sales force
E) the promotion, product, price, and place be coordinated
Which of the following is an example of a raw material exporting economy?
A) Sweden
B) Russia
C) the United Kingdom
D) Chile
E) Brazil
In which of the following geographic pricing strategies would customers located close
to the company pay the same amount as customers in distant locations?
A) uniform-delivered pricing
B) zone pricing
C) FOB-origin pricing
D) location-based pricing
E) reference pricing
Sparks Inc. has a growing ________ market in the United States consisting of
individuals and households that buy Sparks’ products for personal use.
A) consumer
B) government
C) business
D) international
E) financial