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The first step of the market planning process involves closely examining the ________.
A) marketing strategies
B) product development process
C) marketing controls
D) marketing environment
E) marketing team
Interacting with consumers via portable technology such as smart phones, tablets, and
wearable screens is referred to as ________.
A) mobile marketing
B) social marketing
C) societal marketing
D) user-generated marketing
E) branded marketing
What type of software do salespeople use to track all aspects of customer interaction?
A) TQM (total quality management)
B) CRM (customer relationship management)
C) DRM (direct response management)
D) PR (public relations)
E) JIT (just in time)
A ________ is a process that determines what information marketing managers need
and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing
information to users.
A) primary data collection system
B) secondary data collection system
C) competitive intelligence system
D) marketing research project
E) marketing information system
PeopleSoft is an enterprise application software that businesses can use to create more
efficient relationships with suppliers, customers, and employees. To sell the entire
software package, the company uses ________, which includes a technical specialist,
an accounting expert, a human resources expert, and a sales representative.
A) a selling center
B) a buying center
C) transactional selling
D) team selling
E) partner relationship management (PRM)
According to the BCG growth-market share matrix, ________ are strategic business
units with products that have a small share of a slow-growth market.
A) dogs
B) exclamation points
C) cash cows
D) stars
E) question marks
A product's position is based on important attributes as perceived by ________.
A) suppliers
B) competitors
C) channel members
D) target consumers
E) resellers
Some expectations regarding appropriate attitudes, behaviors, and appearances for men
and women come from society's strong pressure to conform to ________.
A) social classes
B) gender roles
C) cognitive dissonance
D) microcultures
E) the family life cycle
Which stage in the product life cycle is usually the longest?
A) introduction
B) development
C) growth
D) maturity
E) decline
________ is the extent to which a new product is consistent with existing cultural
values, customs, and practices.
A) Compatibility
B) Complexity
C) Relative advantage
D) Comparability
E) Tangibility
A ________ is the legal term for a brand name, brand mark, or trade character.
A) trademark
B) patent
C) copyright
D) logo
E) corporate mark
Which of the following is an accurate statement about product management?
A) It is also known as quality management.
B) It is rarely team-based.
C) It is a continual process.
D) It includes responsibility for the marketing mix tools of product and promotion, but
not of price and place.
E) It involves more strategic planning than tactical planning.
A(n) ________ would probably include customer demographics, location, lifestyle
information, and a description of how frequently the customer buys the product.
A) geocode
B) NAICS classification
C) segment profile
D) VALS™ type
E) PRIZM segment
________ e-commerce is the online exchange between companies and individual
consumers.
A) B2B
B) B2C
C) P2P
D) C2C
E) C2B
Stop-N-Go and Circle K, both small stores that serve consumers willing to pay a higher
price for the ease of buying staples close to home, are ________.
A) specialty stores
B) convenience stores
C) supermarkets
D) hypermarkets
E) off-price retailers
Through the use of marketing metrics, the marketing team for the charity American
Harvest, a national food bank program, learned that there was a significant increase in
positive mention of American Harvest in discussions on social networks. American
Harvest marketers quickly decided to increase the number of ads the charity was
running on these social networks. This is an example of the use of ________.
A) predictive analytics
B) conversion rate
C) market share
D) marketing control
E) churn rate
In ________, branded materials become component parts of other branded products.
A) family branding
B) private-label branding
C) umbrella branding
D) manufacturer branding
E) ingredient branding
Which of the following was developed to guarantee that an organization's products
conform to the customer's requirements?
A) Six Sigma
B) ISO 9000
C) ISO 14000
D) ISO 22000
E) TQM
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend
magazine advising consumers to request their body shops use Glasis paint is an
example of how a company uses ________.
A) viral marketing
B) stealth marketing
C) buzz marketing
D) a push strategy
E) a pull strategy
________ are measures that marketers can use to watch the performance of their
marketing efforts.
A) Predictive analytics
B) Marketing metrics
C) Marketing controls
D) Touchpoints
E) Data warehouses
Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain
the statement "Life is an ongoing project." The American Dairy Farmers run ads that
say, "Ahh, the power of cheese." These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions (USPs)
D) slogans
E) slice-of-life appeals
Juana looked at her September issue of O magazine and did not see anything of interest.
However, after her mother was diagnosed with bipolar disorder, Juana found the issue
extremely interesting because it offered advice on how to help people who are suffering
from this problem. The fact that the boring issue became quite interesting is most
directly due to a change in Juana's ________.
A) exposure
B) cultural values
C) attention
D) personality
E) self-concept
What is internal company data? Give two examples of internal data.
The use of short-term incentives to encourage the immediate purchase or sale of a
product or service is called ________.
A) indirect marketing
B) sales promotion
C) personal selling
D) public relations
E) advertising
Disney allowed a paint manufacturer to produce paint using the Disney brand name for
a specific period of time. Disney paint is an example of ________.
A) licensing
B) cobranding
C) family branding
D) ingredient branding
E) private-label branding
The first step in developing a positioning strategy is to ________.
A) set the marketing communications budget
B) identify segmentation variables
C) analyze the competitors' positions in the marketplace
D) describe a product with a competitive advantage
E) create target markets
The marketing team at Connected.com, a social networking site aimed at connecting
job seekers with employers, must decide how much to charge for different levels of
membership and access to those using the site. Using which ethical philosophy would
they make their decision based on best serving the needs of the whole community of
users even if it means treating some users unequally?
A) utilitarian approach
B) rights approach
C) justice approach
D) common good approach
E) virtue approach
Which of the following is NOT an option for extending a product line?
A) cannibalization
B) downward line stretch
C) upward line stretch
D) two-way stretch
E) filling-out strategy
The management team at Home Help, a consumer products manufacturer, is
considering entering several different foreign markets and is in the process of analyzing
each potential market's economic environment. Which of the following would best help
the management team understand the typical quality and quantity of goods and services
purchased in the country?
A) gross national product (GNP)
B) the economic infrastructure
C) the per capita gross domestic product (GDP)
D) the standard of living
E) gross domestic product (GDP)
________ are the per-unit costs of production that will fluctuate depending on how
many units or individual products a firm produces.
A) Fixed costs
B) Variable costs
C) Average fixed costs
D) Marginal costs
E) Everyday costs
Planet Fitness and Gold's Gym engage in ________ competition when they both try to
attract customers to buy their fitness center services.
A) discretionary income
B) product
C) brand
D) monopolistic
E) oligopolistic
Wholesalers and retailers create efficiencies in the flow of goods from producer to end
consumer by ________ when they provide a variety of products in one location.
A) creating assortments
B) just in time processing
C) breaking bulk
D) order processing
E) risk taking
