When different types of retailers sell the same products at the same prices to the same
customers, thanks in part to the price transparency of the Internet, the retail forms
appear to be ________.
A) converging
B) differentiating
C) repositioning
D) adapting
E) declining
When major chain retailers avoid placing stores in disadvantaged neighborhoods, they
are likely to be accused of the discriminatory practice of ________.
A) embargo
B) licensing
C) redlining
D) puffery
E) scrambled merchandising
Customer relationship management (CRM) helps ________.
A) firms monitor and minimize employee turnover
B) customers manage information about different sellers in the market
C) firms manage customer touch points to maximize customer loyalty
D) customers locate the best deals in the market
E) firms create artificial demand in the market
When the advertising objective is to build primary demand for a new product category,
________ advertising will most likely be used.
A) persuasive
B) informative
C) comparative
D) patronage
E) institutional
Marketers are most effective when they appeal to ________ rather than when they
________.
A) short-term needs; focus on long-term needs
B) teenagers; target older people
C) existing wants; attempt to create new ones
D) emotions; appeal to actual needs
E) the mass market; appeal to market segments
Refer to the scenario below to answer the following question(s).
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain
of organic food stores. The organic food sold by Good Green Grocer is of good quality.
Also, it is tasty and has long-term health benefits. Bryant and Anne’s business has
expanded as more and more consumers are interested in eating organic foods. What
started as one shop in Vermont has expanded to 15 stores in Vermont, New Hampshire,
Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many
people are willing to pay a bit more for food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special
promotional prices offered for a list of the “Top Ten Take Homes” each week. Regular
customers of the Good Green Grocer know that the promotional items often run out of
stock by mid-week, so the store typically sees its heaviest traffic on Sunday and
Monday.
Good Green Grocer wants to keep its customers happy. Its marketing strategy should be
designed with this goal. Which strategy focuses on satisfying the needs of Good Green
Grocer’s customers?
A) societal marketing
B) customer-value marketing
C) sense-of-mission marketing
D) innovative marketing
E) consumer-oriented marketing
Which of the following is true with regard to the product/expansion grid?
A) It classifies SBUs into four distinct categories.
B) It is a useful device for identifying growth opportunities.
C) It helps companies analyze their internal strengths and weaknesses.
D) It functions on the premise that firms should downsize to regain market share.
E) It is a useful device for segregating customers into distinct categories.
Daizy’s is a shop that carries only plus-size clothing. According to this information,
Daizy’s differentiates itself from its competitors based on ________.
A) service mix
B) pricing
C) product assortment
D) store atmosphere
E) distribution strategy
Consumers’ spending patterns since the Great Recession include ________.
A) spending freely, without caution
B) buying less and looking for greater value in what they buy
C) amassing record levels of debt
D) experiencing rapid increases in housing values
E) participating in a booming stock market
Companies with higher costs ________.
A) can drive out competitors through their pricing strategy
B) intentionally pay higher costs so that they can add value through higher quality and
claim higher prices and margins
C) can set lower prices that result in increased sales though with lower margins
D) specialize in selling products without value-added features
E) are more financially successful
The portion of the customer’s purchasing that a company gets in its product categories
is known as ________.
A) customer-perceived value
B) share of customer
C) customer insight
D) consumption function
E) induced consumption
Which of the following is a consequence of standardizing an international product?
A) image consistency
B) regional design flexibility
C) decreased product demand
D) increased manufacturing costs
E) higher marketing costs
A product’s ________ identifies the product or brand, describes several things about the
product, and promotes the brand.
A) line extension
B) portfolio
C) label
D) design
E) feature
Price discrimination may be used to match competition as long as the strategy is
temporary, localized, and ________.
A) defensive
B) offensive
C) publicized
D) private
E) uniform across channels
Bailey’s Burgers promotes the Bailey’s Jumbo Burger as a fun snack for teens and
young adults. In this instance, Bailey’s Burgers is practicing ________ segmentation.
A) benefit
B) age and life-cycle
C) psychographic
D) geographic
E) gender
The six stages consumers normally pass through on their way to making a purchase are
known as the ________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
The marketing world is most likely embracing ________ because consumers wield
greater power now with many platforms for airing and sharing their brand views with
other consumers.
A) partner relationship management
B) supply chain management
C) customer-managed relationships
D) market segmentation
E) consumer ethnocentrism
________ management is the logistics concept that emphasizes teamwork—both inside
the company and among all the marketing channel organizations—to maximize the
performance of the entire distribution system.
A) Logistics inventory
B) Integrated logistics
C) Logistics information
D) Independent logistics
E) Group logistics
Which of the following is the fastest growing form of direct marketing?
A) ambush marketing
B) digital marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing
Some companies successfully pursue more than one of the three value disciplines at the
same time. For example, FedEx excels at operational excellence as well as customer
intimacy. However, more companies focus on excelling at a single value discipline
while ________ the other two.
A) choosing a second one to also focus on
B) meeting industry standards on
C) ignoring
D) achieving minimal goals on
E) developing plans to improve on
________ involves using in-store promotions and advertising to extend brand equity to
“the last mile” and encourage favorable point-of-purchase decisions.
A) Differentiation
B) Shopper marketing
C) Social media marketing
D) Retailer marketing
E) Segmentation
The sets of firms that supply companies with the raw materials, components, parts,
information, finances, and expertise needed to create products or services are known as
________.
A) retailers
B) upstream partners
C) distributors
D) downstream partners
E) distribution channels
________ involves changing the product to meet local requirements, conditions, or
wants.
A) Product invention
B) Straight product extension
C) Standard global marketing
D) Communication adaptation
E) Product adaptation
The decision process by which business buyers determine which products and services
their organizations need to purchase and then find, evaluate, and choose among
alternative suppliers and brands is known as ________.
A) situational analysis
B) business buying process
C) business diversification
D) business process automation
E) lateral expansion
All of the following are benefits of online direct marketing for buyers EXCEPT
________.
A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience
E) privacy
The competitive intelligence system does all of the following EXCEPT ________.
A) sends relevant information to decision makers and responds to inquiries from
managers
B) takes action against the competitors once the data has been analyzed
C) collects information from the field and published data
D) checks the information for validity, interprets it, and organizes it
E) identifies vital types of competitive information needed and the best sources
Logos, uniforms, brochures, and company trucks are all examples of ________
materials that can be used to help a company create a visual image which the public can
immediately recognize.
A) direct marketing
B) social marketing
C) public service
D) corporate identity
E) buzz marketing
________ are those runner-up firms that are working to increase their market share in
an industry.
A) Market leaders
B) Market challengers
C) Market followers
D) Market mavens
E) Market nichers
________ are a type of limited-service wholesaler who carries a limited line of
semiperishable merchandise (such as milk, bread, and snack foods), which is sold for
cash as deliveries are made to supermarkets, small groceries, or hotels.
A) Industrial distributors
B) Wholesale merchants
C) Full-service wholesalers
D) Truck jobbers
E) Purchasing agents
Which of the following is most likely to be the consequence of increased growth of
global trade?
A) Home markets become richer in opportunities.
B) Foreign firms expand aggressively into new international markets.
C) Global competition is curbed.
D) Industries become safe from foreign competition.
E) Domestic companies increase their chances to dominate their home markets.
Sage Hospitals, a nonprofit organization, provides healthcare to the people in the
Midwest. Management at Sage is involved in the ________ market.
A) government
B) consumer
C) wholesale
D) institutional
E) resell
Which of the following questions would help a marketer evaluate the return on a sales
promotion investment?
A) Was the sales force successful in filtering out the good prospects from the poor
ones?
B) Did customers enjoy the events associated with the promotion?
C) Did customers receive high-quality promotional products?
D) Did the promotion attract new customers or more purchasing from current
customers?
E) Were channel intermediaries effectively positioned to ensure a seamless supply of
products?
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
When a company customizes its merchandise store by store to meet shopper needs, it is
practicing ________ marketing.
A) niche
B) mass
C) local
D) segmented
E) trigger-based