The fair trade goods designation means that a producer has agreed to pay the prevailing
minimum wage to its employees.
Movie production companies sometimes re-release classic films to theaters to give
people who enjoyed them the first time a chance to see the movies again. This is an
example of a market penetration strategy.
A pop-up store is similar to a convenience store in that it carries a limited number of
high-interest items at a premium price, creating time utility for consumers.
Service provided to the customer after a purchase is not an activity associated with the
value chain.
A chief marketing officer is more likely to be in charge of strategic planning than
functional planning.
Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. This is
an example of cobranding.
A participant in a buying center can only assume one role for any single purchase
decision.
The acronym ROI stands for rely on instinct.
To ensure attainability, marketers increasingly try to state objectives in general terms.
To encourage customers to buy the $799 dining room suite, the furniture store set a
much cheaper and shoddily made set next to the more expensive furniture, thereby
using the contrast effect.
Honor, a market researcher for a packaged goods company, is segmenting a population
of consumers based on how frequently they buy different types of packaged goods.
Honor is using behavioral segmentation.
A brand manager serves essentially the same function as a product category manager.
Poland has a growing middle class and boasts a large skilled labor force. Poland is most
likely categorized as a developing country.
Direct-response advertising involves a marketer individually contacting a consumer
about a product.
Technology designed specifically for marketing analytics is referred to as mar-tech.
It’s usually easier to convince customers to adopt a continuous innovation than a
discontinuous innovation.
One of the two purposes of laws governing businesses in the United States is to make
sure that businesses compete fairly with each other.
The consumer orientation maintains that marketers must satisfy customers’ needs in
ways that also benefit society.
Sora is a teenager who loves to shop for clothes. She has a points card from Trend
Town, her favorite shop. Sora’s card is scanned each time she makes a purchase at
Trend Town, and the more she uses the card, the more special offers she receives from
the shop. Managers at Trend Town are likely to use information from Sora’s shopping
for the purpose of customer acquisition.
It is just as expensive for a company to retain good customers as it is to acquire
customers.
After conducting formal marketing research for your department, you summarize the
data in an oral presentation to management. You are following normal marketing
research steps.
When researchers suspect that research subjects will alter their behavior if they know
someone is watching, the researchers are likely to use unobtrusive observational
methods.
The Value Meal Deal at a fast food restaurant in which you get a sandwich, fries, and a
drink for one price is an example of price bundling.
Ads for an airline promote its last minute fare savers program. This program is one way
to deal with the service characteristic of perishability.
Through word-of-mouth communication, consumers look to each other for product
information and recommendations.
Always Fresh Produce Company has a route selling to more than 100 groceries,
schools, and restaurants at wholesale prices. Last week the owners opened up a walk-in
discounted consumer produce outlet. Always Fresh is now using a dual distribution
system.
Surge pricing occurs when a company raises the price of its product when demand for
the product goes up and lowers the price of its product when demand goes down.
When a cashier at the local grocery store purposefully fails to scan all of the items
purchased by her friends and allows her friends to leave the store without paying for all
of their items, the cashier is engaged in sweethearting.
For marketers, racial and ethnic subcultures are less important than more easily defined
microcultures such as avid Green Bay Packers fans or devotees of Southern gospel
music.
Because customers almost always have objections during the presentation or closing
step of the selling process, all salespeople should anticipate and be prepared to respond
to objections.
Vending machines are currently best-suited to the sales of impulse items and expensive
merchandise.
Services are currently the fastest growing sector of the American economy.
To combat piracy, Netflix uses the strategy of making legal access to content easier and
more convenient.
In a monopolistic competition market structure, each seller is very conscious of other
sellers’ actions, since there are very few sellers in the industry.
Mail questionnaires give researchers full flexibility in the types of questions they can
ask as well as full control over the circumstances under which the respondents answer
the questions.
Business planning is a process of making decisions that guide the firm in both the short
and the long term.
Direct-response TV (DRTV) includes short commercials of less than two minutes,
30-minute or longer infomercials, and home shopping networks such as QVC and HSN.
A company can stretch its product line either upward or downward, but not both
directions.
Saturn is “a different kind of company, different kind of a car;” the Hummer is “like
nothing else.” These statements indicate a firm’s ________.
A) product portfolio
B) target markets
C) positioning
D) brand anthropomorphism
E) segmentation
The purpose of a government-imposed ________ is to give domestic competitors an
advantage in the marketplace by making foreign competitors’ goods more expensive
than domestic goods.
A) monopoly
B) quota
C) tariff
D) countertrade
E) embargo
Dancers and singers hired by the California Board of Tourism staged a series of
seemingly impromptu performances of a medley of Beach Boys songs, including
“Surfing U.S.A.” and “California Girls,” in busy airport terminals around the country.
This is an example of ________.
A) lobbying
B) guerrilla marketing
C) sponsorship
D) media relations
E) internal PR
Cognitive learning theories assume that ________.
A) learning occurs when people realize their actions result in rewards or punishments
B) learning takes place as the result of connections we form between events
C) the most important component of learning is directed by cognition
D) people are problem solvers who do more than passively react to associations
between stimuli
E) the individual takes a passive role during the learning process
Starting in February and ending sometime in late April, department stores promote the
fact that they stock a wide range of formal attire for high school proms. The dresses and
tuxedos are available year-round, but the heaviest promotion of these products occurs in
spring, when most proms are held. This spring promotion to high school students is
based primarily on ________.
A) social class
B) psychographics
C) lifestyle
D) usage occasion
E) geodemography
As the salesperson entered the prospect’s office, the salesperson extended his hand and
said, “Your old college roommate Tiara Johns suggested I call on you.” This action
occurred in which stage of the creative selling process?
A) approach
B) prospect and qualify
C) preapproach
D) close
E) follow-up
Learning 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
Which of the following is the method marketers use to collect available information
about what is going on in the world that is relevant to their business?
A) a marketing decision support system
B) marketing management
C) longitudinal research
D) a market intelligence system
E) modeling software
Managers of a movie theater company want to learn more about what types of premium
services their customers who participate in the theater’s loyalty program most desire and
would be willing to pay a premium price for. The managers use a computer program
that selects customers in a lottery style from the company’s database to receive an
online survey and loyalty points for completing the survey about premium services.
What kind of sampling technique do the movie theater managers use?
A) simple random sampling
B) cluster sampling
C) stratified sampling
D) systematic sampling
E) convenience sampling
A manufacturer with a product in the decline stage of the product life cycle would most
likely decide to ________ if there is reason to believe that there will be a small but
continuing demand for the product.
A) maintain the product without change
B) let existing stocks of the product run out
C) drop the product immediately
D) search for replacements
E) increase sales promotion efforts
Which of the following is the industry term for inventory and cash losses from
shoplifting and employee theft?
A) bait-and-switch
B) anticonsumption
C) demarketing
D) shrinkage
E) lifetime cost of a customer
A marketing manager can use a(n) ________ to run multidimensional scaling that
creates perceptual maps.
A) acquired database
B) marketing information system
C) data warehouse
D) marketing decision support system
E) competitive intelligence system
Bossa Nova founder and CEO Alton Johnson was fascinated with the fruits of Brazil, a
fascination that led him to develop juices with these new fruit flavors for the American
market. Johnson’s interest in Brazilian fruits is an example of ________.
A) idea screening
B) idea generation
C) concept testing
D) product development
E) product manufacturing
To be part of the ________ for a product, consumers must share a common need that
can be satisfied by the product and have the resources, willingness, and authority to
purchase the product.
A) demand center
B) audience
C) value proposition
D) marketplace
E) market
Which of the following are manufacturer-owned facilities that do not carry inventory
but provide selling functions for the manufacturer in a specific geographic area?
A) commission merchandise marts
B) merchandise brokerages
C) sales offices
D) sales branches
E) manufacturers’ showrooms
There are several different sports watches for cyclists. When compared to its
competitors, the Bike Nashbar watch is the least expensive. The Acumen Basic is the
only one designed for older cyclists who prefer a larger display. Sports Instrument is the
most comfortable of all the available watches. This describes the ________ of the three
sports watches.
A) marketing mixes
B) mass marketing strategies
C) positioning
D) consumer orientations
E) selling orientations
An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine.
In terms of the communication model, the source of this ad is ________.
A) Natalie Portman
B) Vogue
C) Vogue readers who purchase Dior products
D) Dior
E) the target market to whom Natalie Portman appeals
Which of the following is one of the ways that Berkowitz Piano Company can expand
its product line?
A) a product mix strategy
B) a filling-out strategy
C) societal marketing
D) internal marketing
E) line mixing
Each member of a channel of distribution adds a ________ to create the price at which
they will sell the product.
A) break-even point
B) percentage of sales
C) list price
D) markup
E) contribution per unit
Which of the following occurs when price is inelastic?
A) Price and revenue change in the same direction.
B) Revenues decrease when price increases.
C) Revenue is unaffected by price changes.
D) Quantity demanded increases when price increases.
E) The demand curve is more horizontal.
A patient of Dr. Albrecht told the dentist he needed to buy a machine that would
sterilize his tools without using any water because water tends to cause the tools to rust
or corrode over time. In terms of the buying center, the patient had the role of
________.
A) decider
B) liaison
C) agent
D) user
E) influencer
The ________ is a document that describes the marketing environment, outlines the
marketing objectives and strategy, and identifies who will be responsible for carrying
out each part of the marketing strategy.
A) marketing mix
B) marketing plan
C) value proposition
D) value chain
E) channel of distribution
________ is the knowing component of attitudes. It is the beliefs or knowledge a person
has about a product and its important characteristics.
A) Affect
B) Cognition
C) Behavior
D) Motivation
E) Interpretation
A firm’s internal business environment does NOT include its ________.
A) employees
B) patents
C) products
D) technologies
E) customers
John H. Harland Company is a large company with 5,200 employees and almost $800
million in annual sales. The company is best known for printing personal and business
checks. Harland Analytical Services is a technology company that produces software
that enables banks to gauge the behavior of their customers by tracking their spending
habits. In addition, Harland owns Scantron, a computerized testing and assessment
company. The ________ for John H. Harland Company includes its check-printing
business, its financial software business, and its testing and assessment business.
A) business portfolio
B) marketing mix
C) market penetration
D) functional plan
E) market classification
________ is a type of data collection in which the researcher simply records the
consumer’s behaviors.
A) Mall intercept
B) Observation
C) Mechanical observation
D) Focus group
E) Neuromarketing
With which type of marketing communication does the marketer have the lowest level
of control over the message?
A) word-of-mouth communication
B) advertising
C) public relations
D) direct marketing
E) personal selling
The group of American consumers born after 1994 is often called ________.
A) Millennials
B) Generation Y
C) Generation X
D) busters
E) Generation Z
Chris just landed her dream job but realizes that her college wardrobe is not going to
work for her new professional position. In this situation, Chris has a(n) ________.
A) benefit
B) exchange
C) value
D) need
E) utility
Which of the following quantifies how an investment in marketing impacts the firm’s
success, financially and otherwise?
A) return on marketing investment
B) a Gantt chart
C) a SWOT analysis
D) portfolio analysis
E) a PERT chart
Annie’s Homegrown markets organic prepared and easy-to-prepare foods and snacks,
from macaroni and cheese to their signature bunny crackers. The company’s ________
is “to cultivate a healthier and happier world by spreading goodness through nourishing
foods, honest words and conduct that is considerate and forever kind to the planet.”
A) market penetration strategy
B) marketing development strategy
C) business portfolio
D) value-delivery network
E) mission
________ are a method for tracking what computer users do at various websites and
which sites they visit.
A) Projective techniques
B) People meters
C) Predictive techniques
D) Cookies
E) Search engines
According to ________, men are not supposed to like movies that are described as
“chick flicks,” and women are not supposed to like movies that emphasize violence and
destruction.
A) social classes
B) gender roles
C) subcultures
D) situational influences
E) reference groups
The step that follows preapproach in the creative selling process is ________.
A) presentation
B) qualify
C) handle objections
D) prospect
E) approach
Explain the differences between a multilevel network and a pyramid scheme.
Briefly describe the purpose of a portfolio analysis.
Marketers monitor the technological environment. How can changes in technology
affect marketing communication strategy? Provide at least two examples.
Explain and compare the concepts of telemarketing and direct selling. Why might a
consumer be more likely to buy Tupperware at a home party than the same product
from a telemarketer?
Explain why it is difficult to standardize services and why many consumers may not
necessarily want service standardization.
Compare the three product strategy choices a large organization such as General
Electric or Frito Lay has when selling in foreign markets.
Toyota opened manufacturing plants in the United States and hires local workers to run
these locations. Explain what the local content rules have to do with Toyota increasing
its presence in the United States.
Pier 1 Imports started as a single store in San Mateo, California, offering low-priced
beanbags, love beads, and incense to baby boomers. Today it sells quality home
furnishings and decorative accessories. Why is Pier 1 Imports a perfect case study of
the wheel-of-retailing hypothesis?
What might a firm measure in order to examine its level of innovation?
Why might a company address the issue of noise, as defined in the communication
model, by purchasing a block of pages in a magazine to advertise its brand?
Explain the major steps in the target marketing process.
An advertising agency’s research division sends researchers into homes with handheld
video cameras to get pictures of how and why people use products. What method of
research is this advertising agency implementing? Explain your answer.
What is the sales job classification and responsibility of an employee who processes
purchases over the phone?
How do marketing organizations benefit from cultural diversity?
What is the difference between producers and resellers?
Explain the concept of trial pricing. Why would a retailer implement this pricing
strategy?
How might measuring service quality be more difficult than measuring product quality?
Discuss the components and functions of a marketing information system (MIS).
Define strategic planning. Discuss the steps involved.
