A musician endorses a certain automobile. This is an example of ____.
a. utility
b. buzz marketing
c. exchange process
d. seller’s market
e. buyer’s market
f. marketing myopia
g. social responsibility
h. relationship marketing
i. person marketing
j. place marketing
k. event marketing
l. organization marketing
m. interactive marketing
n. lifetime value of a customer
o. social marketing
p. onetoone marketing
q. strategic alliances
r. notforprofit organizations
s. ethics
t. mobile marketing
u. wholesalers
v. transactionbased marketing
Alpha Trendz, a clothing and apparel manufacturer, carefully studies information
available on the Internet. It also checks computerized databases and trade show exhibits
before launching its latest line of designer clothes. The company is in the _____ stage
of the sales process.
a. order processing
b. missionary selling
c. planning
d. prospecting
Railroads control the largest share of the freight business in the United States as
measured by ton-miles.
a. True
b. False
Pipelines can accommodate shipments of a large number of products.
a. True
b. False
A(n) _____ is a platform that gives users a place to save, organize, and manage links to
websites and other Internet resources.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
Encryption is the process of encoding data for security purposes.
a. True
b. False
Products marketed to consumers who may not yet recognize a need for them are called
_____ products.
a. unsought
b. impulse
c. convenience
d. specialty
Corporations that voluntarily recycle paper, glass and electronics practice _____.
a. utility
b. buzz marketing
c. exchange process
d. seller’s market
e. buyer’s market
f. marketing myopia
g. social responsibility
h. relationship marketing
i. person marketing
j. place marketing
k. event marketing
l. organization marketing
m. interactive marketing
n. lifetime value of a customer
o. social marketing
p. onetoone marketing
q. strategic alliances
r. notforprofit organizations
s. ethics
t. mobile marketing
u. wholesalers
v. transactionbased marketing
Psychographic segmentation helps marketers to gain a sharper insight into consumer
purchasing behavior.
a. True
b. False
You work for a multinational corporation that manufactures a series of home goods,
cosmetics, pet supplies, foods, and beverages. As a newly appointed head of
development, you want to familiarize yourself with the company’s product lines.
Required:
Which of the following combinations of items represents a product line?
a. mascara, lipstick, and plates
b. pet food, shampoos, and juices
c. eyeliner, dog biscuits, and frozen pizza
d. frozen tacos, salsa, and shredded cheese
e. sausage, dog bacon strips, and lemonade
B2B emarketing has been shown to:
a. create price increases in the distribution component of the marketing mix.
b. make it possible for marketers to find new markets and customers.
c. lag behind B2C transactions in terms of volume and revenue generation.
d. increase purchasing costs by nearly 25 percent.
Internet security software that requires periodic updates and annual product upgrades is
considered a pure service on the goods-services continuum.
a. True
b. False
Firms usually decide whether to conduct a marketing research study internally or
through an outside organization based on cost, reliability, and accuracy of the data
collected by the outside firm.
a. True
b. False
_____ remains the most common method for conducting primary research outside the
United States.
a. Telephonic interviews
b. Face-to-face interviewing
c. Controlled experimentation
d. Mail surveys
A company has introduced a new product in the market. The company distributes free
samples of this product to people so that they can try it. This product is at the _____
stage of brand loyalty.
a. brand insistence
b. brand association
c. brand preference
d. brand recognition
Spam filters help Internet users to automatically eliminate junk email from their
inboxes.
a. True
b. False
Bethany is 7 years old and loves watching the Disney channel. Recently, she saw a
television advertisement for My Little Pony toys and told her parents that she wanted
one for her birthday. Which step in the AIDA model does Bethany’s request for a My
Little Pony toy reflect?
a. desire
b. attention
c. interest
d. action
A straight salary plan could reduce the incentive to find new markets and land new
accounts.
a. True
b. False
Artisanal Brands, Inc. markets and distributes a line of specialty, artisanal, and
farmstead cheese products in the United States. The company gives bulk discounts to
their wholesalers. The result is that smaller stores are getting the products at a higher
rate as compared to supermarkets and large shopping chains. These stores will be
protected under the _____.
a. Sherman Antitrust Act
b. RobinsonPatman Act
c. WheelerLea Act
d. Celler–Kefauver Act
Creative applications of technology can benefit society, but rarely give firms a definite
competitive edge since other firms can simply copy the technology.
a. True
b. False
When firms identify the factors that affect consumers’ purchase decisions and develop
strategies and tactics to appeal to specific types or groups of customers, they are
practicing market _________.
a. segmentation
b. differentiation
c. complexity
d. uniformity
A _____ contains around 10 to 30 retail stores with a branch of a local department store
or some other large store as a primary tenant, and it serves 20,000 to 100,000 people in
a trading area extending a few miles from its location.
a. power center
b. regional shopping center
c. lifestyle center
d. community shopping center
Persuasive advertising is typically used in the latter part of the maturity stage and
throughout the decline stage of the product lifecycle.
a. True
b. False
Firms often use more than one strategy to enter into foreign markets.
a. True
b. False
Oscar Mayer has recently developed a new snack product that’s targeted to kids and
young adults as a healthy, protein-based after-school or pre-dinner snack. They expect
the product to complement their Lunchables product line and appeal to teen-age or
college-age consumers who think of Lunchables as just for younger kids. In order to
promote product trial and subsequent adoption, the company plans to use a relatively
low entry price compared to the competition. What type of pricing strategy does Oscar
Mayer plan to utilize?
a. penetration
b. everyday low pricing
c. skimming
d. competitive pricing
Online companies need to be careful while using the personal data of consumers as
there are various laws imposed to govern the use of personal data by online companies
and data aggregators.
a. True
b. False
_____ is the process of anticipating future events and conditions and determining the
best way to achieve organizational objectives.
a. planning
b. marketing planning
c. strategic planning
d. tactical planning
e. cash cows
f. first mover strategy
g. SWOT analysis
h. strategic window
i. marketing mix
j. product strategy
k. strategic business units
l. Porter’s Five Forces
m. marketing strategy
n. dogs
o. stars
p. annual growth rate
Distributors adjust for discrepancies in the market’s assortment of goods and services
via a process known as suboptimization.
a. True
b. False
Douglas Knowles & Howe, a marketing research firm, contracts with clients to conduct
complete marketing research projects, including telephone and online interviews.
DK&H is a _____.
a. syndicated service
b. limited service
c. full-service research supplier
d. customer relationship management firm
Casey’s General Store is a popular ______-type retailer offering gasoline, snacks,
extended store hours, and rapid checkout service.
a. convenience
b. grocery
c. discount
d. specialty