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Marketers classify convenience products as ________.
A) staple products, impulse products, and emergency products
B) specialty products, shopping products, and unsought products
C) core products, actual products, and augmented products
D) generic products and branded products
E) attribute-based products and price-based products
Business-to-business marketing differs from consumer marketing in that
business-to-business marketing ________.
A) is targeted at many individual and household customers
B) relies upon frequent impulse purchases
C) emphasizes advertising more than any other element of the promotion mix
D) may involve competitive bidding and price negotiations
E) usually has one person involved in purchase decisions
Companies that have a ________ orientation tend to be more successful at making
one-time sales than at building repeat business.
A) consumer
B) marketing
C) selling
D) societal
E) relationship
Marketing managers at a cosmetic company wanted to find out how resistant their
product is to smudging. They hired a research firm to ask 293 women who were
wearing the company's StayColor line of cosmetics to rub their cheeks against their
shirts using "the pressure they use when caressing someone else's face." The company
was conducting ________.
A) syndicated research
B) custom research
C) case study research
D) secondary research
E) ethnography
________ is a business practice in which a buyer shapes a supplier's products and
operations to satisfy its needs.
A) Reciprocity
B) Functionalization
C) Reverse marketing
D) Bottom-up marketing
E) Crowdsourcing
The sales peak typically occurs during which stage of the product life cycle?
A) introduction
B) youth
C) development
D) maturity
E) leveling
Manufacturers' ________, also called manufacturers' representatives, represent a buyer
or seller on an ongoing basis.
A) brokers
B) franchisers
C) agents
D) retailers
E) intermediaries
The ________ for a guest paying for a night's stay at a hotel is the use of a bed,
bathroom, towels, dresser, light, and closet.
A) actual product
B) core product
C) value-deliverable product
D) customized benefit
E) augmented product
The group of American consumers born between 1979 and 1994 is often called
________.
A) the baby bust
B) the leading edge
C) Generation Y
D) tweens
E) Generation X
The most common cost-based approach to pricing is ________.
A) demand-based pricing
B) psychological pricing
C) yield management pricing
D) cost-plus pricing
E) high/low pricing
Using the sustainability metric of ________, a firm would examine the pounds of
physical resources wasted per unit of organizational output.
A) material intensity
B) energy intensity
C) toxic emissions
D) pollutant emissions
E) water consumption
Which of the following is NOT true of the Universal Product Code (UPC)?
A) It is printed on the side or bottom of all non-perishable items sold in grocery stores
and other mass-merchandising outlets.
B) It supplies information about the type of item.
C) It identifies the manufacturer of the product.
D) It is read by an electronic scanner.
E) Retailers use information from UPC bars to track sales and control inventory.
While deciding whether or not to begin a construction project overseas, BuildBest
learned that they would not be able to get permits for demolition until they paid a local
city official a sizable fee in addition to the fees the city charges for the permit. This is
an example of ________.
A) bribery
B) nationalization
C) extortion
D) fair trade
E) locavorism
Which of the following is a discount to the retailer or wholesaler based on the volume
of product ordered?
A) merchandising allowance
B) case allowance
C) forward buying
D) push money
E) incentive program
Which of the following is NOT a public relations activity?
A) speech writing
B) advice and counsel to management
C) creative strategy
D) sponsorships
E) investor relations
Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for
its catalogs, its website, and its retail outlets. Delia's works to make sure its public
relations activities as well as its sales promotions harmonize with its advertising in all
venues. From this information, you can infer that Delia's is using ________.
A) viral marketing
B) stealth marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
Although much of the equipment used by dentists is thrown away after one use, many
of the instruments used to clean teeth, fill cavities, and deal with impactions and other
dental problems are made of steel and must be sterilized. A dentist is considering
replacing his conventional steam sterilizer with a chemical sterilizer that cleans without
rusting or corroding instruments. Because the dentist is already familiar with sterilizers,
he is looking to find the best price possible on a chemical sterilizer. He is engaged in a
________.
A) straight rebuy
B) customer-reference purchase
C) modified rebuy
D) reciprocal purchase
E) reverse marketing purchase
Which three consumer motivations are key to the VALS™ system?
A) faith, family, and finances
B) age, gender, and ethnicity
C) place of usage, time of usage, and frequency of usage
D) ideals, achievement, and self-expression
E) income, education, and geographic location
Breyers and Reese's have worked together to create Breyers Ice Cream with Reese's
Peanut Butter Cups. This is an example of ________.
A) family branding
B) ingredient branding
C) private-label branding
D) individual branding
E) generic branding
According to the BCG growth-market share matrix, ________ are strategic business
units with products that have a dominant market share in a high-growth market.
A) problem children
B) exclamation points
C) cash cows
D) stars
E) question marks
According to the ________ hypothesis, new retailing forms often begin as low-margin,
low-price, low-status operations to challenge established retailers; then become
successful; and eventually take the place of the established retailers they had
challenged.
A) agent
B) broker
C) wheel-of-retailing
D) warehousing
E) retail life cycle
Which of the following is most likely to force a manufacturer to pay a slotting
allowance?
A) a selling agent
B) a merchandise broker
C) a large retail chain
D) a small retailer
E) a rack jobber
The average price Xerox charged when it introduced the first stand-alone fax machine
was $12,700. This premium price was a way for Xerox to recoup some of the research
and development costs that went into production. Xerox used ________.
A) a skimming price
B) a trial price
C) penetration pricing
D) prestige pricing
E) target costing
Which of the following statements about price is true?
A) Pricing is the least important marketing mix element.
B) Price is always a monetary value.
C) Price can mean exchange of nonmonetary goods or services.
D) Most consumers believe price has little influence on their purchase decisions.
E) Pricing is unaffected by changes in the business cycle.
A regional restaurant chain wants to place ads on a local newspaper's website. The
marketing team at the restaurant chain knows from experience that about five percent of
the people who see its ads on a newspaper's website will click on the ad to get more
information or sign up for a promotion. Because the marketing team wants to keep the
price of running the ads low, the restaurant chain will likely opt for ________ pricing.
A) cost per impression
B) cost per customer
C) cost per order
D) cost per click
E) cost per conversion
In her work at Powered Solutions, Angelica helps business clients identify, organize,
and analyze data from social media sources, internal CRM databases, commercial entity
sources, and government sources. Angelica would best be described as a(n) ________.
A) web scraper
B) reality miner
C) data scientist
D) intelligent agent
E) data broker
Which of the following is a segmentation technique that combines geography with
demographics?
A) geocoding
B) geodemography
C) geodiversity
D) geotargeting
E) psychographics
Service ________ means that a firm cannot store its services.
A) intangibility
B) perishability
C) inseparability
D) variability
E) personalization
WOM stands for ________.
A) with original marketing
B) weak owners' market
C) word of mouth
D) word of marketing
E) without original marketing
Which of the following refers to the hundreds of millions of global consumers who now
have a level of purchasing power that allows them to afford high-quality products
offered by multinational companies?
A) reference group
B) social class
C) mass class
D) opinion leaders
E) microculture
The consumer's ________ determines whether she will engage in habitual decision
making, extended problem solving, or something in between the two.
A) need for customization
B) level of involvement
C) need for cognitive dissonance
D) ability to generalize stimuli
E) personal marketing mix
Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and
mass promotes it. This firm uses a(n) ________.
A) segmented strategy
B) undifferentiated targeting strategy
C) focused targeting strategy
D) differentiated targeting strategy
E) concentrated targeting strategy
