Although more price-conscious than other population segments, ________ consumers
tend to be strongly motivated by quality and selection, and give importance to brands.
A) lower upper
B) African American
C) Asian American
D) Filipino
E) working class
An advantage of licensing to a company is that it ________, while the licensee gains
production expertise or a well-known product without having to start from scratch.
A) does not maintain the same level of control over product quality
B) must send employees to work with the licensee in training, selling, and distribution
C) might create a competitor
D) gains entry to a foreign market at little risk
E) requires significant financial investment
Which of the following is an adverse effect of using promotional pricing?
A) It makes shopping stressful if used by multiple stores simultaneously.
B) It erodes the value of competing brands in the eyes of customers.
C) It gives pricing secrets away to competitors.
D) It creates “deal-immune” customers if used often.
E) It delays the company’s focus on short-term strategies.
Green Gardens is a click-and-mortar company that sells gardening and landscaping
goods and equipment. When customers are unable to find a product they need on the
shelves of their local Green Gardens store, customers order the product online with the
help of the in-store ordering machine. Which of the following best describes the
ordering machine?
A) kiosk
B) digital catalog
C) podcast
D) tablet
E) online networks
Which of the following is the lowest level on which marketers can position their brands
in target customers’ minds?
A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity
Berman Electronics, a chain of appliance stores in North America, caters to a wide
range of customers. It has a marketing organization in which different operational
specialists head different marketing activities. Berman Electronics is a(n) ________.
A) customer management organization
B) niche marketer
C) early adopter
D) functional organization
E) laggard
________ distribution involves the use of more than one but fewer than all of the
intermediaries who are willing to carry a company’s products.
A) Exclusive
B) Selective
C) Intensive
D) Indirect
E) Corporate
Which of the following steps in the selling process is most focused on ensuring
customer satisfaction and repeat business?
A) preapproach
B) demonstration
C) handling objections
D) qualifying prospects
E) follow-up
Maria Ramirez is conducting research to determine consumers’ personal grooming
habits. Because of the personal nature of many of the survey questions, Maria wants to
select the contact method that is most likely to encourage respondents to answer
honestly and that will allow her to easily collect large amounts of data. Which of the
following is best suited to meet Maria’s requirements?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions
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 about business-to-business e-procurement?
A) E-procurement increases transaction costs for suppliers.
B) Because of an overwhelming demand, e-procurements usually have a huge time gap
between order and response.
C) Many buyers now use the power of the Internet to pit suppliers against one another
and search out better deals, products, and turnaround times on a purchase-by-purchase
basis.
D) E-procurement doesn’t enhance customer-supplier relationships.
E) Due to extensive paperwork, the relatively important strategic issues, such as finding
better supply sources and working with suppliers to reduce costs and develop new
products, are sidelined.
A product in the maturity stage will most likely require ________ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) covert
In the ________ stage of the new product development process, products undergo
rigorous tests to make sure that they perform safely and effectively, or that consumers
will find value in them.
A) product design
B) idea generation
C) concept development and testing
D) product development
E) product activation
Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a cliff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during
summer, but then faced a tremendous downturn in business during winter. “But, given
the established industries in the nearby towns, very little year-round competition, and
our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality
had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol’s plan also
involved a seasonal promotional gimmick—to be implemented from early winter to late
spring—that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers—both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that
are a part of the local cuisine, but we’d like to expand that. We provide health club
privileges off-site, but we’d like to eventually provide our own. These are goals I hope
to achieve in a few years. Our first project, however, included a renovation of our guest
rooms and I’m quite proud of the results.” Carol then added, “Actually there are so
many possibilities. With an indoor pool area, I will eventually offer weekend getaways
throughout winter.”
Carol Veldt has decided to ask selected guests to participate in an extensive survey
about their experience at Seagull Terrace and about their requirements in terms of
amenities and cuisines. By implementing the suggestions she receives from guests,
Carol would be following the ________ concept.
A) production
B) product
C) selling
D) marketing
E) societal marketing
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.
After successfully overcoming a potential customer’s objection to buying the vacuum
cleaner he was selling, Terrence, a salesperson, asked the customer for an order.
Terrence is in the ________ stage of the selling process.
A) follow-up
B) approach
C) preapproach
D) closing
E) prospecting
Since secondary data provide a good starting point for research and often help define
problems and research objectives, companies do not need to collect primary data.
The single most important demographic trend in the United States is the ________.
A) changing age structure of the population
B) mobility of families
C) changing family structure of the population
D) increasing number of professional jobs
E) increasing birth rate
________ refers to the standard that establishes the amount each salesperson should sell
and how sales should be divided among the company’s products.
A) Conditional sale
B) A bill of sale
C) A sales quota
D) Prospecting
E) Satisficing
A company selling child-care products ran a television ad depicting women as being
primarily responsible for childcare. Many women viewers considered this regressive,
alleging that the ad failed to recognize the much more diversified role of women in
today’s world. This is an example of ________.
A) cause marketing
B) stereotyping
C) niche marketing
D) scapegoating
E) positioning
Which of the following is a major form of direct-response television marketing?
A) telemarketing
B) interactive TV
C) social media
D) digital catalog
E) podcast
________ management refers to the management of upstream and downstream
value-added flows of materials, final goods, and related information among suppliers,
the company, resellers, and final consumers.
A) Cross
B) Price
C) Supply chain
D) Product cycle
E) Customer
Which of the following exemplifies a pure competitive market?
A) a market where many buyers and sellers trade over a range of prices rather than a
single market price
B) a market where a single firm controls the larger fraction of the market share
C) a market where a few powerful firms control the larger fraction of the market share
D) a market characterized by only a few large sellers
E) a market where many buyers and sellers trade in a uniform commodity
Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing
and social media?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
Which of the following is the reason a company may choose not to focus on the largest,
fastest-growing segments?
A) The smaller segments may be more profitable to the firm.
B) It may lack the skills to serve larger segments.
C) The right size and growth characteristics don’t match its goals.
D) The segments may be too competitive.
E) It may lack the physical and financial resources to serve larger segments.
Which of the following functions is NOT part of managing the marketing process?
A) planning
B) control
C) budgeting
D) implementation
E) organization
In response to charges of ________, marketers point out that because of ads, many
television and radio sites are free to users and also keep down the cost of magazines and
newspapers.
A) deceptive pricing
B) creating false wants
C) creating materialism
D) high promotion costs
E) cultural pollution
The information sources that are the most effective at influencing a consumer’s
purchase decision are ________. These sources legitimize or evaluate products for the
buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal
In the United States, job growth currently is the weakest for ________.
A) white collar workers
B) manufacturing workers
C) salespeople
D) telecommuters
E) professional workers
According to Maslow’s hierarchy of needs, which of the following is the LEAST
pressing need?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs
Advertising objectives should be based on the marketing mix, positioning, and
________.
A) differentiation
B) past decisions about the target market
C) costs of different media choices
D) ability to create special events
E) novelty of the product advertised
In the marketing mix, place includes ________.
A) logistics
B) discounts
C) sales promotion
D) advertising
E) packaging