Timely topics and research project stories are both types of ________.
A) advertising appeals
B) advocacy advertising
C) puffery
D) press releases
E) creative strategies
Which of the following is true of the global economy after the Great Recession of
2008-2009?
A) The global economy has not grown since the Great Recession of 2008-2009.
B) The global economy grew steadily but slowly from 2014 to 2016.
C) The economies of least developed countries have grown at the fastest rate of all
countries.
D) The global economy has quickly rebounded and has experienced several years of
fast-paced growth.
E) The economies of countries with higher incomes have grown at faster rates than the
economies of least developed countries.
A ________ is a distinctive group of customers within a larger market who are similar
to one another in some way and whose needs differ from other customers in the larger
market.
A) market segment
B) popular culture
C) mass market
D) market mix
E) market position
Which of the following is a primary data collection method that relies on nonhuman
devices to record consumer behavior?
A) mechanical observation
B) mall intercepts
C) ethnography
D) unobtrusive measurement
E) case studies
Serengeti makes lightweight sunglasses with 100 percent UV protection for people who
love to hunt, hike, and bike ride. Its long-term plans include the development of lenses
that, in addition to protecting users from UV rays, will also have effective
water-sheeting action to reduce lens spotting. This new feature will be valuable to
people who fish. In terms of a SWOT analysis, the company believes it can use the
________ of its reputation as a sunglasses manufacturer for a specialized market in
combination with its current manufacturing facilities and labor force to enter this new
market.
A) weight
B) strength
C) mission
D) opportunity
E) trend
Political candidates often hire image consultants who tell them what clothes to wear,
how to wear their hair, and how to act in front of a crowd of people. Political candidates
who use image consultants to help them market themselves to the voters are using
which of the following strategies?
A) brand extension
B) market development
C) diversification
D) product improvement
E) pure selling
Which of the following is the simplest form of B2B e-commerce?
A) online catalogs
B) reciprocal sites
C) intranets
D) extranets
E) private exchanges
________ means developing a marketing strategy aimed at influencing how a particular
market segment perceives a good or service in comparison to the competition.
A) Concentrated targeting
B) Positioning
C) Benefit segmentation
D) Mass customization
E) Customization
In the business market, organizational customers purchase products from the fishing
and agricultural industries to use in their finished products. These are examples of
________.
A) component parts
B) accessory equipment
C) processed materials
D) MRO products
E) raw materials
Consumers must engage in a great amount of learning to use a(n) ________ because no
similar product has ever been on the market.
A) dynamically continuous innovation
B) augmented product
C) competitive innovation
D) continuous innovation
E) discontinuous innovation
Which of the following is most likely to involve in-depth surveying or observation of a
few consumers who fit the profile of the “typical” customer?
A) data mining
B) syndicated research
C) exploratory research
D) causal research
E) descriptive research
Which of the following is NOT a true statement about conventional marketing systems?
A) Conventional marketing systems are multilevel distribution channels.
B) Most conventional marketing systems are highly successful.
C) Members of conventional marketing systems work independently of one another.
D) Members of conventional marketing systems do not work toward the same broad
goals.
E) Relationships between members of conventional marketing systems are limited to
simply buying and selling from one another.
To evaluate the different target segments your company is considering, you would look
at all of the following factors EXCEPT which one of the following?
A) segment size
B) segment growth
C) segment reachability
D) company culture
E) company resources
Which of the following statements about the adopter categories is true?
A) More than 50 percent of the population is classified as late majority adopters.
B) Early adopters are risk averse.
C) Early majority adopters are typically middle class and like to buy established
products.
D) Innovators are a much larger group than laggards.
E) Late majority adopters are typically unconcerned about social acceptance.
Magazines targeted to people who love in-line skating, people who enjoy cooking, or
people who prefer living more simply use ________ segmentation variables.
A) demographic
B) ethnographic
C) geodemographic
D) socioeconomic
E) psychographic
A sports entertainment company wants to research how Canadians spend their free time.
It is preparing a survey that will be used in all of Canada, including the province of
Quebec. Unlike Canadians from other provinces, the people of Quebec primarily speak
French. The researchers are planning to use English and French versions of the survey.
In preparing the surveys, they should use ________.
A) back translation
B) nonprobability sampling
C) probability sampling
D) syndicated research
E) cross-tabulation
Which type of store combines the characteristics of a warehouse store and a
supermarket?
A) freestanding store
B) department store
C) box store
D) hypermarket
E) factory outlet store
A ________ consists of all possible customers in a market regardless of the differences
in their specific needs and wants.
A) popular culture
B) value chain
C) marketing mix
D) marketing concept
E) mass market
A salesperson would be most likely to use Standard & Poor’s 500 Directory during
which stage of the creative selling process?
A) preapproach
B) approach
C) sales presentation
D) handle objections
E) close
A ________ is a distinct image that captures the character and benefits of a good or
service.
A) perceptual map
B) target market
C) brand personality
D) segment profile
E) trade promotion
In which stage of the product life cycle would a firm most likely use price reductions
and reminder advertising to encourage customers to replace worn-out items?
A) growth
B) youth
C) maturity
D) adoption
E) leveling
Which of the following would be the best source for information about the size and
number of companies operating in a particular industry in the United States?
A) PRIZM
B) AIO
C) VALS™
D) NAICS
E) ISP
Within a larger corporation, each SBU ________.
A) has its own business portfolio
B) has access to equal resources
C) has separate shareholders
D) is a separate profit center
E) is dependent upon central management for a mission statement
Which of the following would most likely be used in the process of developing and
implementing a positioning strategy?
A) a perceptual map
B) a geographic information system
C) NAICS
D) PRIZM
E) VALS™
Which of the following is the most logical reason that many organizations rely heavily
on personal selling?
A) to make more efficient use of the promotional mix
B) to quickly move a product to the maturity stage of the product life cycle
C) to create consistent marketing communications
D) to more effectively sell highly technical or very expensive products
E) to decrease promotional expenditures
Southwest Airlines uses a ________ to target customers who could not previously
afford air travel.
A) pricing strategy
B) diversification strategy
C) marketing metric
D) distribution strategy
E) mission statement
Johnson Controls, Inc. produces the seats for the Dodge Neon. Although Johnson
initially was able to meet Dodge’s cost target, it was not able to meet its safety, weight,
and comfort specifications. Engineers from Dodge visited the Johnson plant and
worked with its design people to create a seat that met all of the technical requirements
at a cost that both could agree on. Johnson Controls and Dodge engaged in ________.
A) reciprocity
B) functionalization
C) reverse marketing
D) crowdsourcing
E) multiple sourcing
RBC Royal Bank wanted to evaluate the financial value of its substantial personal
customer base to determine which type of customers were the most valuable to the
bank. To do this, the bank looked at revenues and expenses from each of its financial
products, including loans and credit card usage. To identify and then analyze this
information, the bank utilized the MIS analysis technique called ________.
A) data warehousing
B) marketing research
C) probability sampling
D) data mining
E) market basket analyzing
Which of the following stores is most likely to have a narrow assortment of
merchandise?
A) a supermarket
B) a factory outlet store
C) a department store
D) a warehouse club
E) a hypermarket
The second step of the marketing research process is to ________.
A) define the problem
B) select the primary data collection method
C) determine the sampling method
D) calculate the budget
E) determine the research design
A growth strategy that attracts users of competitive brands is called a ________
strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
In addition to regular Alka-Seltzer, there is an Alka-Seltzer product for each of the
following: cold sufferers, people with upset stomachs, people who can’t sleep, people
with allergies, and people who have severe headaches. The manufacturer of
Alka-Seltzer is using a(n) ________ to reach as many different target markets as
possible.
A) full line strategy
B) downward line stretch
C) cannibalization strategy
D) undifferentiated strategy
E) upward line stretch
Which of the following best explains the difference between data and information?
A) Information needs to be processed to be useful, but data is useful without being
processed.
B) Data is created from the transformation of information.
C) Data is more structured and organized than information.
D) Information is more structured and organized than data.
E) Data is interpreted information.