When a customer feels uneasy about losing out on the benefits of a brand not
purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism
A detailed version of a new idea stated in meaningful customer terms is called a product
________.
A) solution
B) concept
C) image
D) proposal
E) lining
New product development starts with ________.
A) concept development
B) idea screening
C) idea generation
D) concept testing
E) test marketing
When Heinz introduced EZ Squirt packaging and new colors such as Blastin’ Green and
Awesome Orange to revitalize consumer buying, the company was modifying the
________.
A) market
B) pricing strategy
C) distribution
D) product
E) competition
Business demand that ultimately comes from the demand for consumer goods is known
as ________ demand.
A) derived
B) negative
C) primary
D) consumer
E) elastic
When a product is in the maturity stage, the company should most likely consider
________.
A) harvesting the product or market
B) modifying the product, market, or marketing mix
C) divesting the product line
D) liquidating the firm’s assets
E) dropping the product from its market offerings
When a media planner determines whether an advertisement for diapers should be
placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the
media vehicle’s ________.
A) profit margin
B) flexibility
C) rate of depreciation
D) audience quality
E) cost per exposure
According to the text, McDonald’s was criticized for all of the following EXCEPT
________.
A) the sizable environmental footprint of its global operations
B) wasteful packaging and solid waste creation
C) inefficient energy use in its stores
D) marketing tasty fast foods
E) contributing to the obesity epidemic
The EU helped unify Europe by adopting the euro as a common currency. Adopting a
common currency has caused problems as stronger economic countries have had to
prop up all the following European countries EXCEPT ________.
A) Cyprus
B) Portugal
C) France
D) Greece
E) United States
________ are a type of limited-service wholesaler who does not carry inventory or
handle a product. They typically operate in bulk industries, such as coal, lumber, and
heavy equipment.
A) Wholesale merchants
B) Industrial distributors
C) Cash-and-carry wholesalers
D) Rack jobbers
E) Drop shippers
Low-interest financing and longer warranties are both examples of ________ pricing.
A) segmented
B) promotional
C) product bundling
D) captive product
E) product form
A recent study conducted by Estelle Cosmetics Company showed that heavy users of
Estelle’s products comprise a small percentage of the market. The study indicated that
less than 7 percent of all shoppers buy nearly 71 percent of Estelle’s products in the
United States. This is an example of ________.
A) benefit segmentation
B) segmentation by loyalty status
C) segmentation by usage rate
D) psychographic segmentation
E) occasion segmentation
Failure to enter the current price into a retailer’s system may result in charges of
________.
A) predatory pricing
B) scanner fraud
C) retail maintenance pricing
D) discriminatory pricing
E) price fixing
________ refers to the practice of continually changing consumer concepts of
acceptable styles to encourage more and earlier buying.
A) Perceived obsolescence
B) Technological obsolescence
C) Bait-and-switch advertising
D) Functional obsolescence
E) High-pressure selling
Which of the following most likely requires the smallest advertising budget?
A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands
When sellers set prices after talking to competitors and engaging in collusion, they are
involved in ________.
A) interstate commerce
B) comparative pricing
C) price fixing
D) skimming pricing
E) price bundling
Which of the following stages of the PLC is characterized with high promotional
expenditures that result from an effort to create consumer awareness?
A) growth
B) product development
C) maturity
D) introduction
E) decline
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
In advertising, puffery is a term that refers to ________.
A) a straightforward promotional message
B) innocent exaggeration for effect
C) hidden advertising messages to consumers
D) subliminal appeals to consumers
E) value-added promotions
Market segmentation can be best described as the process of ________.
A) assigning specific human attributes to a given brand
B) dividing a market into distinct groups of buyers who have different needs,
characteristics, or behaviors, and who might require separate marketing programs
C) evaluating each market segment’s attractiveness and selecting one or more segments
to enter
D) turning marketing plans into marketing actions to accomplish strategic marketing
objectives
E) maintaining a strategic fit between organizational goals and changing marketing
opportunities
Conflict in the channel can be healthy because ________.
A) it can disrupt channel effectiveness
B) normal give-and-take simply is normal
C) the channel could become passive and non-innovative
D) it can cause harm to channel relationships
E) the respective rights of the channel partners take priority
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
Wholesome Soups, a maker of organic soups, is starting a new marketing campaign
emphasizing the ease of preparing and eating Wholesome Soups. Print, television, and
Internet ads feature college students enjoying Wholesome Soups in between classes and
during study breaks. Wholesome Soups’ new marketing campaign is most likely aimed
at which of the following?
A) Baby Boomers
B) Gen Zers
C) Gen Xers
D) Millennials
E) the SOHO market
Online ads that incorporate animation, video, sound, and interactivity are called
________.
A) search-related ads
B) rich media ads
C) content-based ads
D) digital catalogs
E) parody ads
A(n) ________ refers to promotional money paid by manufacturers to retailers in return
for an agreement to feature the manufacturer’s products in some way.
A) allowance
B) sample
C) discount
D) tax credit
E) tax exemption
Progressive Insurance uses Flo to represent its product. Which of the following message
execution styles was used by Progressive Insurance?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
Which of the following is true of a pure competitive market?
A) A single seller has a major effect on the current and future market price.
B) Companies spend significantly on marketing research and product development.
C) The advertising budget of companies is usually huge.
D) Sellers try to develop differentiated offers for different customer segments.
E) Sellers spend little time on marketing strategy.
Which of the following is the last step in the selling process?
A) qualifying
B) handling objections
C) demonstration
D) follow-up
E) approach
Phoi Nguyen, a manufacturing mechanic, determines that the molds for manufacturing
plastic jar lids are wearing out sooner than expected. Phoi contacts her manager to
request that the parts be reordered. In this instance, Phoi played the role of a(n)
________.
A) user
B) buyer
C) gatekeeper
D) influencer
E) decider
To break through the clutter, many marketers have subscribed to a new merging of
advertising and entertainment, dubbed ________.
A) Madison & Vine
B) Wall St. & Fifth Ave
C) buzz marketing
D) podcasting
E) webisodes
Which of the following companies uses product bundle pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own, expensive,
batteries
B) Go Zone, which launched a range of tablet models, each priced according to its
features
C) Penguin’s Parlor, which offers customers a 20 percent discount on their birthdays
D) Green Thumb, which gives away free watering cans with the purchase of certain
potted plants
E) Panizza, whose combo meals are priced lower than its individual components sold
together
The movie industry in a country is controlled by six large studios that receive 90
percent of the annual revenues from movies. This is an example of a(n) ________.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) pure monopoly
E) government monopoly
George is buying his first house. He has spent a month looking at houses and comparing
attributes such as price and location. He has contacted several real estate agents to look
at different types of houses. George is most likely exhibiting ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia
Fire Up makes fireproof clothing material and it licenses select stores around the world
to use its material to make finished products with the Fire Up logo. Which of the
following types of franchising is evident here?
A) manufacturer-sponsored retailer franchise system
B) manufacturer-sponsored wholesaler franchise system
C) service-firm-sponsored retailer franchise system
D) service-firm-sponsored equity strategic alliance
E) manufacturer-and-service-sponsored joint venture