Which of the following is an example of an indirect marketing channel?
A) June Bride, which sells bridal gowns via its click-to-order online catalogs
B) Farmer Brown, who delivers fresh milk from his dairy to customers every morning
C) Wine & Dine, which sells its picnic baskets to select novelty stores across the
country
D) Lifebelt Insurance, which sells life insurance through its door-to-door salespeople
E) Rhonda’s Rental, which rents cars to people for the day
Market segments that can be effectively reached and served are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
In which of the following geographic pricing strategies would customers located close
to the company pay the same amount as customers in distant locations?
A) uniform-delivered pricing
B) zone pricing
C) FOB-origin pricing
D) location-based pricing
E) reference pricing
Apart from retaining good customers, most marketers want to constantly increase their
“share of customer.” What does this mean in marketing terms?
A) Marketers want to increase their market share.
B) Marketers want to increase the share they get of the customer’s purchasing in their
product categories.
C) Marketers want to diversify their operations and customize their products to cater to
the entire market.
D) Marketers want to continuously increase their customers’ levels of satisfaction.
E) Marketers want to turn satisfied customers into delighted customers.
Which of the following is a disadvantage of using blogs as a marketing tool?
A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs, when used as a marketing tool, have a low rank in Web directories and search
engines.
E) Blogs do not provide the kind of personalized approach that today’s marketers are
looking for.
Which of the following groups influences the company’s ability to obtain funds?
A) financial publics
B) local publics
C) general publics
D) citizen-action publics
E) internal publics
Which of the following is a marketing decision that may be called into question under
the law?
A) price increases
B) scarce resources
C) excessive cost
D) dealer’s rights
E) deceptive pricing
The AIDA model identifies the characteristics of an effective ________.
A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response
When the seller allows only certain outlets to carry its products, this strategy is called
________.
A) exclusive distribution
B) subjective dealing
C) selective distribution
D) exclusive pricing
E) disintermediation
A company’s marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and others. These organizations and groups are
also known as ________.
A) media publics
B) marketing intermediaries
C) customers
D) citizen-action publics
E) internal publics
If a consumer’s drive is strong and a satisfying product is near at hand, the consumer is
likely to purchase the product at that time. If not, the consumer may store the need in
memory or undertake ________.
A) consumer ethnocentrism
B) buyer’s remorse
C) a need recognition
D) an information search
E) cognitive dissonance
The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation
Integrated marketing communications require a company’s mass-market
advertisements, Web site, e-mail, and personal selling communications to all ________.
A) have equal portions of the advertising budget
B) use independent communications directors
C) develop separate marketing objectives
D) engage the same target audience
E) deliver a clear, consistent, and compelling message
Which of the following is being followed as a guiding principle by a company that
produces and heavily markets cigarettes, with many promotions aimed at young
(although legal age) nonsmokers?
A) the philosophy that companies should have a social conscience and be morally
responsible for current and future populations
B) the philosophy that companies can do in good conscience whatever the market and
legal systems allow
C) the philosophy of environmentalism
D) the philosophy of consumer-oriented marketing
E) the philosophy of consumerism
A(n) ________ consists of people and procedures dedicated to assessing information
needs, developing the needed information, and helping decision makers use the
information to generate and validate actionable customer and market insights.
A) enterprise planning system
B) enterprise information system
C) marketing information system
D) corporate performance management system
E) geographic information system
Critics claim that firms are harmed and competition is reduced when companies expand
by ________.
A) developing their own new products
B) diversifying into new industries
C) acquiring competitors
D) developing new markets
E) initiating joint ventures
If demand hardly changes with a small change in price, the demand is ________.
A) variable
B) inelastic
C) highly elastic
D) derived
E) negative
Which of these is NOT a way in which pricing can accomplish company objectives?
A) set prices to attract new customers and retain existing customers
B) raise prices to create excitement for a brand
C) set prices low to hinder competition from entering the market
D) price one product to help sales of other products in the company’s line
E) set price to keep the loyalty of resellers
A market-skimming pricing strategy should NOT be used for a new product when
________.
A) the product’s quality and image support its higher price
B) enough buyers want the products at that price
C) competitors are unable to enter the market
D) competitors can undercut prices easily
E) producing a smaller number of goods is feasible
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of
a medication. Which of the following message execution styles is illustrated in this
example?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence
Which of the following companies uses product line pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own expensive
batteries
B) Mobile Point, which launched a range of cell phone models, each priced according
to its features
C) Penguin’s Parlor, which offers customers a 20-percent discount on their birthdays
and certain holidays
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 the individual components sold
together
Many companies today are localizing their products, advertising, promotion, and sales
efforts to fit the needs of individual regions, cities, and neighborhoods. This is an
example of ________.
A) geographic segmentation
B) product diversification
C) branding
D) psychographic segmentation
E) demographic segmentation
What is most likely a strategic benefit of the existence of competitors?
A) Competitors seldom lead to product differentiation.
B) Competitors help legitimize new technologies.
C) Competitors exclusively serve more-attractive segments.
D) Competitors fracture the target market.
E) Competitors decrease the total demand.
________ can adopt one of two competitive strategies: they can challenge the leader or
they can play along with competitors and not rock the boat.
A) Runner-up firms
B) Market nichers
C) Global investors
D) Localized marketers
E) Market developers
Who among the following does NOT participate in the purchase decision process of a
buying organization?
A) individuals who use the product or service
B) individuals who influence the buying decision
C) individuals who make the buying decision
D) individuals who supply raw materials
E) individuals who control the flow of information to others
________ consumers are the most brand conscious of all the ethnic groups, are
extremely brand loyal, and shop frequently.
A) African American
B) Native American
C) Hispanic American
D) Italian American
E) Asian American
Immediately after deciding which markets to enter, the company should determine
________.
A) the most suitable global communication program
B) how to price its products in different markets
C) the global marketing organization
D) the global marketing program
E) how to enter the market
________ are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Which term refers to the qualitative value of message exposure through a given
medium?
A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency
The Jay Group hires better employees than its competition by conducting effective
searches and multi-tiered interviews. The company also provides high quality training
to its employees, an aspect often neglected by competitors. The Jay Group is most
likely to gain a strong competitive advantage through which type of differentiation?
A) image differentiation
B) people differentiation
C) services differentiation
D) product differentiation
E) channel differentiation
Relative advantage, compatibility, complexity, divisibility, and communicability are all
characteristics of ________.
A) alternative evaluations
B) the degree of buyer involvement
C) a product’s rate of adoption
D) unexpected situational factors
E) postpurchase behaviors
Product mix ________ refers to the number of different product lines the company
carries.
A) length
B) height
C) width
D) consistency
E) depth
Business-to-consumer companies are more likely to emphasize a ________ promotion
strategy, while business-to-business companies are more likely to emphasize a
________ promotion strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) blitz; pull
E) push; blitz
