An appeal that attempts to stir up either negative or positive sentiments that can
motivate purchase is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard
The first step of the business buying process is ________.
A) general needs description
B) product specification
C) order-routine specification
D) problem recognition
E) performance review
A seller pursues a full partnership with what kind of customers?
A) many customers regardless of profitability
B) many high-margin customers
C) many low-margin customers
D) a few high-margin customers
E) a few low-margin customers
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
Product planners need to consider products and services on three levels. At the second
level, product planners must ________.
A) offer additional product support and after-sale services
B) identify the core customer value that consumers seek from the product
C) turn the core benefit into an actual product
D) find out how they can create the most satisfying brand experience
E) define the problem-solving benefits or services that consumers seek
When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
________ are low-share business units in high-growth markets that require a lot of cash
to hold their share.
A) Stars
B) Dogs
C) Question marks
D) Cash cows
E) Bears
Over the past two decades, the U.S. population has shifted toward the ________ states.
A) Northern
B) Northeast
C) Sunbelt
D) Midwest
E) Corn belt
Advertising is used mostly by ________.
A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations
A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier
in a country, was changing its name to M-Mobile and that to begin the makeover
process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of
the following elements of a promotion mix is represented in this example?
A) sales promotion
B) advertising
C) public relations
D) personal selling
E) direct marketing
If a company’s offer delivers greater value by exceeding the competitor’s offer on
important attributes, the company can charge a higher price and ________, or it can
charge the same price and ________.
A) earn lower profits; gain higher profits
B) earn higher profits; lose profits
C) earn higher profits; gain more market share
D) lose profits; gain more market share
E) lose profits; gain higher profits
SkyWalk Aeronautics Limited received orders for 25 cargo air carriers from Zephyr
Cargo Limited through its Web site in 2016. This is an example of ________.
A) order-routine specification
B) supplier selection
C) e-procurement
D) proposal solicitation
E) customer relations management
Deceptive promotion includes practices such as misrepresenting the product’s
________.
A) price or packaging
B) features or performance
C) size or quantity
D) wholesale or retail price
E) packaged contents
Designing a plan for primary data collection requires decisions on all of the following
EXCEPT ________.
A) research instruments
B) contact methods
C) sampling plan
D) research results
E) research approaches
Melissa Price is a member of the sales force at Urban Fashions, a Houston-based
manufacturer of women’s apparel. Melissa is preparing for a first meeting with a
wholesaler who is a potential customer. She is learning as much as she can about her
prospect and his organization. Melissa is in the ________ step of the personal selling
process.
A) prospecting
B) qualifying
C) preapproach
D) follow-up
E) demonstration
Which of the following advertising slogans most likely represents a two-sided
argument?
A) Breakfast of champions
B) Good to the last drop
C) A diamond is forever
D) The ultimate driving machine
E) The next big thing is already here
In an attempt to set the company apart from its competitors, Central Parcel Service
(CPS) has its employees wear brown uniforms and drive brown trucks. What type of
public relations tool is being used by CPS?
A) buzz marketing
B) corporate logos
C) corporate identity materials
D) product publicity
E) public service materials
The marketing department of a reputable firm wants to improve strategic decision
making, track the actions of other players in the market, and provide early warning of
opportunities and threats. Which of the following would help the firm achieve its
objectives?
A) ethnographic research
B) strategic planning
C) data warehousing
D) competitive marketing intelligence
E) customer relationship management
When a company exports to one country, licenses to another, has a joint ownership
venture in a third, and owns a subsidiary in a fourth, it likely will create a(n) ________
to handle its international activity.
A) global organization
B) international division
C) world product group
D) export department
E) indirect exporting venture
Which of the following is an example of an open-ended question?
A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?
The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently
studying the size, density, location, age, and occupation of its target market. Which of
the following environments is being studied in this scenario?
A) demographic environment
B) political environment
C) economic environment
D) technological environment
E) cultural environment
Many marketers use the self-concept premise that people’s possessions contribute to and
reflect their identities—that is, “we are what we consume.” According to this premise,
consumers ________.
A) buy products to support their self-image
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research
Creating a brand-marketing event or serving as a sole or participating sponsor of events
created by others is known as ________.
A) point-of-purchase promotions
B) sweepstakes
C) team selling
D) event marketing
E) personal selling
________ calls for dividing the market into regions, states, counties, cities, or even
neighborhoods.
A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Occasion segmentation
An example of a company exhibiting a blue ocean strategy is ________.
A) Amazon’s online shopping convenience
B) a Starbucks opening in the same vicinity of an independent coffee house
C) Nike’s brand image of the “swoosh”
D) Whirlpool’s full line of medium-priced, energy-saving appliances
E) the first digital tablet iPad released by Apple
A runner-up firm that wants to hold its share in an industry without rocking the boat is a
________.
A) market follower
B) market maven
C) market challenger
D) market nicher
E) market leader
The product development stage requires ________.
A) a huge jump in investment
B) salespeople to contact potential customers
C) financial analysis
D) a few hours
E) management approval
India needs more imports of raw materials such as textiles, steel, and heavy machinery
and fewer imports of finished textiles, paper products, and automobiles. In the context
of industrial structures, India is most likely a(n) ________ economy.
A) subsistence
B) totalitarian
C) raw material exporting
D) agrarian
E) industrializing
The marketing logic by which a company hopes to create customer value and achieve
profitable customer relationships is referred to as the ________.
A) price
B) marketing implementation
C) value chain
D) marketing strategy
E) downsizing
How has do-not-call legislation helped direct marketers?
A) Marketers are compensated by the Federal Trade Commission for lost sales caused
by the laws.
B) Direct marketers have outsourced their activities to firms that are exempt from such
laws.
C) Direct marketers have developed kiosks as an alternative to telemarketing.
D) Telemarketers are allowed to call customers for a small fee.
E) Telemarketers have developed opt-in calling systems that target consumers who have
chosen to be contacted and therefore are less invasive.
Deficient products are products ________.
A) that have neither immediate appeal nor long-run benefits
B) that give high immediate satisfaction but only hurt consumers in the long run
C) that have low appeal but may benefit consumers in the long run
D) that are either unsafe or inferior
E) in the decline stage of the product life cycle
Customer satisfaction is a goal that companies strive to earn. Companies can achieve
customer delight by ________.
A) regularly putting products on sale
B) promising only what they can deliver and then delivering more than they promise
C) offering promotional deals such as “buy one and get one free”
D) creating contests with exciting prizes
E) using celebrities to advertise the products
Companies are doing less ________ and more ________ as a result of the explosive
developments in communication technologies to better target smaller customer
segments.
A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
E) viral marketing; word-of-mouth marketing
