Sam Doharty, a purchasing manager in Willard Groups of Companies, is currently
working with engineers and consultants to define the items to be purchased.
Additionally, Sam and his team are ranking the importance of reliability, durability, and
price desired in the items. In other words, they are preparing a(n) ________.
A) decision tree
B) supplier list
C) product proposal
D) order-routine specification
E) general need description
Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring
two contracts for office cleaning services from two local manufacturing facilities. For
two years, John and his wife, Barb, performed the cleaning services alone. After
acquiring three additional cleaning contracts in 2007, John hired two employees. “Up to
that point, we had room to grow but we really had no advertising plan,” John stated.
“We were relying mostly on word-of-mouth.”
By 2010, Barb hired another two full-time employees to begin Sparkle’s new endeavor:
carpet cleaning in homes and offices. “Competition was getting tough for both of our
services at that point,” Barb added. “We ran a local radio spot three times each week.
Then we had an advertiser print coupons on placemats. That gave us a little more
exposure.”
John and Barb Mayes admit that they did not realize the value of a sound promotional
plan earlier. “We wish we would have put together something catchy with a jingle long
before now,” they said.
John and Barb could have drawn attention to their services in several ways by using
effective integrated marketing communications. Which of the following is NOT a part
of an IMC strategy?
A) public relations
B) personal selling
C) direct marketing
D) strategic planning
E) sales promotion
Modern Family and The Wall Street Journal are both examples of ________—specific
media within each general media type.
A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia
In the case of ________ exporting, sellers handle their own exports.
A) direct
B) licensed
C) indirect
D) countervailing
E) multilateral
________ refer(s) to meaningful sets of marketing performance measures in a single
display used to monitor strategic marketing performance.
A) Field automation systems
B) Market segments
C) Market share
D) Marketing dashboards
E) Line extensions
A consumer organization in Ohio has challenged the marketing decision of a local firm
alleging it to be against the larger social interest. In this instance, the firm is challenged
by a(n) ________ public.
A) internal
B) general
C) government
D) citizen-action
E) media
Business information services such as Experian Marketing Services and Nielsen help
marketers to ________.
A) save significant amounts of money on shipping products
B) spend more time identifying potential customers
C) learn more specific details from consumers about their products
D) segment people and locations into marketable groups of like-minded consumers
E) expand their product offerings to interested clients and provide high-quality service
to them
Which of the following is an objective of persuasive advertising?
A) communicate customer value
B) correct false impressions
C) describe available services and support
D) keep the brand in a customer’s mind during off-seasons
E) engage customers and create brand community
American Express will do almost anything to build long-term customer loyalty and to
capture customer lifetime value. Which of the following competitive marketing
strategies is being pursued by American Express?
A) consumer capitalism
B) customer equity
C) product differentiation
D) product leadership
E) customer intimacy
Greener-grass Inc. is a lawn care company providing landscaping and lawn
maintenance services to customers in and around Kansas City. The marketing team at
Greener-grass carefully tracks the moves of competing companies, watching for
shifting strategies and new promotions. The marketing team is also in constant touch
with customers, using surveys and other feedback methods to find out what kind of
services customers value the most. Greener-grass is most accurately described as having
a ________ orientation.
A) market
B) product
C) customer
D) competitor
E) leadership
Which of the following can help a company create direct procurement accounts with
suppliers, through which company buyers can purchase equipment, materials, and
supplies directly?
A) backsourcing
B) extranet
C) company blog
D) reverse auction
E) trade exchange
Harley-Davidson promotes its motorcycles with images of independence, freedom, and
power. Harley-Davidson has created a ________.
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need
Most of the market is in the hands of the ________, the firm with the largest market
share.
A) market challenger
B) market follower
C) market leader
D) market nicher
E) market maven
Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an
entity called Campbell Swire to better distribute the company’s soups in China. This is
an example of ________.
A) licensing
B) contract manufacturing
C) management contracting
D) joint ownership
E) indirect exporting
Competitors are most likely to react to a price change when ________.
A) a large number of competitors are involved
B) the product is uniform
C) the buyers are not well informed about product features
D) buyers are not well informed about price differences
E) the products are not uniform
Market size, market growth, the cost of doing business, competitive advantage, and risk
level all help a company ________.
A) determine a market’s potential
B) determine a country’s degree of globalization
C) evaluate its marketing objectives
D) evaluate its value delivery network
E) determine a country’s income distribution
Producers of strong brands sometimes sell to dealers only on the condition that dealers
take some or all of the rest of a product line. This practice is known as ________.
A) product line franchising
B) selective dealing
C) cross merchandising
D) full-line forcing
E) disintermediation
In a communication process, a receiver assigns meaning to the symbols encoded by a
company in its advertisements through a process known as ________.
A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating
In the context of product characteristics that influence the rate of adoption, ________
refers to the degree to which the innovation fits the values and experiences of potential
consumers.
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility
Government buyers are affected by all of the following factors EXCEPT ________
factors.
A) environmental
B) cultural
C) organizational
D) interpersonal
E) individual
Marketers often segment international markets according to the type and stability of
government. In such instances, they segment markets based on ________.
A) geographic location
B) economic factors
C) cultural factors
D) political factors
E) sociocultural factors
Which of the following is an advantage of adding new channels in a multichannel
distribution system?
A) limiting market complexity
B) reducing control over the system
C) expanding sales and market coverage
D) decreasing marketing needs and costs
E) minimizing mass customization of products
Digital catalogs offer all of the following benefits EXCEPT ________.
A) presenting an almost unlimited amount of merchandise
B) offering a broad assortment of presentation formats, including search and video
C) adding and removing products as needed
D) adjusting prices instantly to meet demand
E) touching the product
During portfolio analysis, a company ________ after identifying the key businesses that
make up the company.
A) formulates a short-term marketing plan
B) assesses the attractiveness of its various SBUs
C) assesses its strengths and weaknesses
D) performs a SWOT analysis
E) assesses the effectiveness of its various channel intermediaries
The fourth step in gathering insights into the marketplace and customers is ________.
A) assessing marketing information needs
B) developing marketing information
C) performing marketing research
D) analyzing and using marketing information
E) preparing reports for marketing management
Suppose Amazon.com has offered you free shipping on your next purchase of more
than $35. This offer is an example of ________.
A) sales promotion
B) personal selling
C) a public relations strategy
D) horizontal diversification
E) a pull strategy
Which of the following is NOT likely to improve coordination between marketing and
sales?
A) appointing a high-level marketing executive to oversee both marketing and sales
B) arranging joint meetings and spelling out communications channels
C) creating rewards systems that put marketing and sales in competition with each other
D) including brand managers in sales calls
E) adding marketing-sales liaisons to coordinate programs and efforts
Which of the following is most likely gained by stores that cluster together?
A) decreased competition
B) increased customer pulling power
C) compliance with franchise agreements
D) creation of retailer cooperatives
E) standardization of the service mix
One of the functions performed by a PR department is ________, which involves
building and maintaining relations with legislators and government officials to
influence legislation and regulation.
A) direct marketing
B) press relations management
C) investor relations management
D) lobbying
E) public affairs management
A downward-sloping experience curve is indicative of ________.
A) the negative customer perception about a company’s products
B) the falling demand for a company’s products
C) the falling unit production cost of a company
D) the low quality of a company’s products
E) slow and inadequate organizational learning
Service companies can differentiate their offering by ________.
A) having a lower price than their competitors
B) designing a superior delivery process
C) offering a stellar physical environment in which the product is delivered
D) developing innovative features
E) adopting a recognizable image