Postpurchase behavior is the stage of the buyer decision process in which consumers
take further action after purchase, based on their satisfaction or dissatisfaction.
GreenTree Lawn and Garden Products is engaged in a review of the sales, costs, and
profit projections for some new products to find out whether they satisfy the company’s
objectives. This activity is called business product development.
New product development begins with a systematic search for new product ideas
through idea generation.
All personal communication channels are controlled directly by the company.
Tariffs are limits on the amount of foreign imports that a country will accept in certain
product categories.
Return on marketing investment refers to the net return from a marketing investment
divided by the costs of the marketing investment.
Thinking Cap Corp. prices its various cap designs at different price levels, ranging from
$2.05 to $5.95. This is an example of optional product pricing.
A non-corporate VMS integrates successive stages of production and distribution under
single ownership.
Sequential product development has the advantage of not only being a team-oriented
approach, but also of being faster in bringing products to market.
The introduction of new technologies is equally beneficial to all industries.
Variable costs change directly with the level of production.
The major activity in strategic planning is product innovation.
The American workforce today is less white-collar than in the late twentieth century.
You receive a text message on your phone from Upscale Furnishings about an
upcoming sale on custom furniture. Upscale Furnishings is developing a direct
customer relationship with you through kiosk marketing.
The producer informs each channel member what its responsibilities are, and what the
terms of business are.
A company’s channel decisions directly affect the prices of its products.
The four marketing management functions are analysis, planning, implementation, and
control.
In a service business, the customer and the front-line service employee interact to
co-create the service.
A target market consists of a set of buyers who share common needs or characteristics
that the company decides to serve.
The macroenvironment consists of the factors close to the company that affect its ability
to serve its customers, such as suppliers, customer markets, competitors, and publics.
Societal problems are opportunities for alert businesses.
Many large and mature companies get stuck in formulated marketing. They pore over
the latest Nielsen numbers, scan market research reports, and try to fine-tune their
competitive strategies and programs.
The difference between human needs and wants is that needs are not created by
marketers.
The purpose of advertising is to get consumers to think about or react to the product or
company in a certain way.
Retail convergence means lower competition for retailers and lower difficulty in
differentiating the product assortments of different types of retailers.
Product mix width refers to the total number of items a company carries within its
product lines.
Digital catalogs eliminate printing and mailing costs.
Industrial economies are major importers of manufactured goods, services, and
investment funds.
Companies that do not target individual consumers do not benefit from using social
media tools to appeal to their business customers.
Corporate chains are two or more outlets that are commonly owned and controlled.
The uniform-delivered pricing strategy means that goods sold are placed free on board a
carrier with the customer paying the freight from the factory to the destination.
To overcome price escalation when selling to less-affluent consumers in developing
countries, companies offer their same products at lower prices.
Break-even volume is the number of unit sales required for total revenue to cover total
cost.
To the extent that a company can differentiate and position itself as providing superior
customer value, it gains competitive advantage.
The distribution strategy during the decline stage of PLC involves building more
intensive distribution networks.
Using value-based pricing, a marketer would not design a product and marketing
program before setting the price.
Marketing plays a key role in the company’s strategic planning in all of these ways
EXCEPT ________.
A) providing input to identify attractive market opportunities
B) designing new products from scratch
C) creating customer value and building profitable relationships with customer groups
D) designing strategies for reaching a unit’s objective
E) providing a guiding philosophy
The advertiser must find the best approach, style, words, format, and ________ for
executing the message.
A) media
B) cost
C) visuals
D) tone
E) endorser
Leona bought two different brands of wine from vineyards in Australia. When asked for
her opinion about the wines, she said that one brand of wine tasted like alcoholic grape
juice, but the other had a crisp taste that she really enjoyed. These statements were most
likely made during the ________ stage of the buyer decision process.
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
________ are society’s relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks
Brands in a market with many competitors and high advertising clutter must ________.
A) have very high prices compared to competitors
B) be advertised only through print and social media
C) be advertised more heavily to be noticed in the marketplace
D) never be advertised using informative advertising
E) be advertised only during the mature stage of the product life cycle
Which of the following statements is true regarding social classes in the United States?
A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.
A marketer wants to increase its “share of customer.” It can do this by offering a greater
variety to customers, or by ________.
A) decreasing prices
B) increasing discounts and coupons
C) sending samples directly to customers
D) introducing customers to “brand evangelists”
E) creating programs to cross-sell and up-sell to market more products and service to
existing customers
Different soft drinks target different personalities. This is an example of ________
segmentation.
A) psychographic
B) demographic
C) occasion
D) life-cycle
E) benefits
In 1994, ________ established a free trade zone among the United States, Canada, and
Mexico.
A) GATT
B) the WTO
C) NAFTA
D) the EU
E) CAFTA
Sparks Inc. has a growing ________ market in the United States consisting of
individuals and households that buy Sparks’ products for personal use.
A) consumer
B) government
C) business
D) international
E) financial
Which of the following would be considered a service retailer?
A) factory outlets
B) supermarkets
C) jewelry stores
D) restaurants
E) gas stations
Delia’s is a clothing retailer that targets teenage girls. The company runs coordinated
promotions for its catalogs, Web site, and retail outlets. It uses the same models in its
catalog, print ads, and Web site. Delia’s works to make sure its public relations activities
as well as its sales promotions harmonize with its advertising in all aspects. From this
information, we can infer that Delia’s is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
Which of the following processes does value-based pricing reverse?
A) high-low pricing
B) everyday low pricing
C) cost-based pricing
D) good-value pricing
E) value-added pricing
Which of the following is most likely an advantage of survey research?
A) The flexibility of survey research is high; it can be used to obtain many different
kinds of information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural
environments.
C) The chances of getting dishonest feedback are almost negligible with survey
research.
D) The attitudes and motives of the customers can be easily determined through survey
research.
E) The data gathered in survey research is impartial and free from bias as the surveys
are done in-person to evaluate consumer behavior.
Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the
attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors
is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury
segment. Which of the following types of market segmentation is evident here?
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation
E) age and life-cycle segmentation
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
In Via del Mar, Chile, a large number of shops specialize in selling the same quality of
seafood products along the beach frequented by tourists. No individual shop dares
charge more than the going price without fearing loss of business to other shops. This
exemplifies ________.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) pure monopoly
E) the dominant firm model
Consumer products refer to ________.
A) products purchased by consumers for further processing or for use in conducting a
business
B) products and services bought by final consumers for personal consumption
C) primarily intangible offerings from marketers
D) raw materials as well as manufactured materials and parts
E) products that aid in the consumer’s production or operations, including installations
and accessory equipment
Which of the following is an off-price retailer that operates in a huge, warehouse-like
facility and offers few frills?
A) warehouse club
B) service retailer
C) convenience store
D) hypermarket
E) superstore
The ________ Web site provides a single point of entry through which commercial
vendors and government buyers can post, search, monitor, and retrieve opportunities
solicited by the entire federal contracting community.
A) U.S. Small Business Administration
B) Center for Regulatory Effectiveness
C) Federal Business Opportunities
D) Federal Civil Defense Authority
E) U.S. Commerce Department
The marketing concept focuses on meeting the company’s short-term sales, ________,
and profit needs, though that doesn’t always serve the future best interests of either
customers or the business.
A) market share
B) customer value
C) growth
D) competitive advantages
E) manufacturing productivity
All of the following are Internet marketing concerns EXCEPT ________.
A) financial scams
B) access by vulnerable or unauthorized groups
C) phishing
D) identity theft
E) secure online and digital Web sites
Which of the following is an advantage of using newspapers as an advertising medium?
A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium
Rex Steelworks makes steel sheets which the firm markets and sells to companies all
over the world. Which of the following marketing strategies is most suitable for Rex
Steelworks?
A) one-to-one marketing
B) undifferentiated marketing
C) individual marketing
D) local marketing
E) trigger-based marketing
Which of the following statements is true of the idea generation stage in the new
product development process?
A) The purpose of idea generation is to reduce the number of ideas to the least possible
number.
B) Truly innovative companies rely exclusively on a single source for new product
ideas.
C) Customers are the least important sources of new product ideas.
D) Truly innovative companies develop extensive innovation networks that capture
ideas and inspiration from every possible source.
E) Truly innovative companies seldom rely on customers and the general public for
ideas.
Advantages of direct and digital marketing for sellers include all of the following
EXCEPT ________.
A) low cost
B) efficiency
C) speed
D) need for sales training
E) flexibility
Which of the following situations is expected to enhance the use of targeted advertising
messages by marketers?
A) increase in derived demand in the market
B) increase in ethnic populations
C) rising global inflation rates
D) inadequate quality control
E) low advertising budgets
Which of the following public relations functions involves maintaining relationships
with shareholders and those in the financial community?
A) direct marketing
B) press relations management
C) investor relations management
D) development
E) lobbying
Which of the following is true about the sales force of a company?
A) Salespeople represent customers to the company and manage the buyer-seller
relationship.
B) Salespeople represent workers’ interests to upper management.
C) The primary responsibility of a sales force is to formulate operational strategies.
D) The sales force is responsible for product development and product strategy.
E) The sales force oversees the auditing process and recovers money from defaulting
customers.
After searching extensively for vendors, Shalina D’Souza, the owner of a manufacturing
firm, selected Texcom Technologies Inc. as her firm’s primary supplier of bearings and
shafts of a specific dimension. Shalina is currently preparing an order form that
specifies the number of shafts needed and the expected time of delivery. In other words,
she is preparing the ________.
A) order routine specification
B) general needs description
C) product specification
D) marketing mix
E) product mix
For a market penetration-price strategy to succeed, which of the following is LEAST
likely to be true?
A) Production costs decrease as sales volume increases.
B) A low price triggers market growth.
C) Distribution costs decrease as sales volume increases.
D) Low prices must inhibit competition from entering the market.
E) The strategy can be changed quickly, to a higher-priced position, with no negative
impact.
International divisions are organized in several ways. Their operating units can include
all of the following EXCEPT ________.
A) international subsidiaries
B) world product groups
C) corporate staff providing services to operating units
D) geographical organizations
E) departmental units
Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the
interviewer’s bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail
questionnaires.
Boson Corp. is introducing consumers to its new car with the help of an advertisement
campaign. This introductory campaign most likely aims to affect the ________ stage of
buyer-readiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
Which of the following is a competitive position or role that firms play in the target
market?
A) surrogate consumer
B) market analyst
C) market maven
D) market nicher
E) laggard
What are the strengths and weaknesses of e-mail marketing?
What does a company focus on when using an undifferentiated marketing strategy?
How can a company manage information on specific customers more effectively?
How do companies identify attractive market segments? How do they choose a target
marketing strategy?
Company X, a manufacturer of office supplies, follows the selling concept. Explain
how the firm may lose sight of customer relationships with this marketing orientation.
Explain why selective attention is not controllable by a marketer.
What is vertical conflict? Illustrate your answer with an example.
Internet marketing practices have raised a number of ethical and legal questions. Why is
invasion of privacy perhaps the number one online marketing concern?
What is experimental research and when is it used?
Discuss direct and indirect exporting. What are the advantages of exporting?
Compare and contrast pure competition and oligopolistic competition.
Casual Comfort sells its catalog items using FOB-origin pricing. Who pays the freight
charges?
A marketer’s fixed costs are $400,000, the variable cost is $16 per unit, and the price of
the product is $24 per unit. What is the company’s break-even point in dollar sales?
Describe the levels of service that retailers can offer. Provide an example of each type
of retailer.
Identify and describe the three product strategies a company entering a foreign market
can use.
Describe the differences between discount stores and off-price retailers.
Why is it difficult to assess interpersonal factors that influence the business buying
process?
What is observational research and when is it used?
Name the three value disciplines.
What do marketers gain from gathering and analyzing information about customers and
the needs and motivations of those customers?