Which of the following is a type of identity theft that uses deceptive e-mails and
fraudulent Web sites to fool consumers into revealing their personal data?
A) bait-and-switch
B) cyber spying
C) viral marketing
D) phishing
E) spam
A(n) ________ brings buyers and sellers together and assists in negotiations.
A) agent
B) broker
C) retailer
D) wholesaler
E) industrial distributor
Venus Inc., a company designing and marketing branded diamond jewelry, targets
wealthy consumers with similar needs and buying behaviors, even though the
consumers are located in different countries. This is an example of ________
segmentation.
A) intermarket
B) loyalty
C) life-cycle
D) income
E) psychographic
Distribution channel decisions frequently require long-term commitments between
firms. A primary reason is that ________.
A) advertising is not easy to change
B) old products are difficult to discard and new products are difficult to introduce
C) when they set up distribution through franchisees, independent dealers, or large
retailers, they cannot readily replace these channels with company-owned stores or
Internet sites if conditions change
D) changing the manufacturing requirements is expensive and takes significant time
E) management does not want to be constantly changing the method of selling and
distributing its products
Of the following actions, which is permitted in personal selling activities?
A) obtain or use trade secrets
B) criticize competitors by using inaccurate information
C) bribes to those who can influence a sale
D) offer incentives such as discounts based on size of an order
E) stretching the truth when describing advantages of a product
A detailed version of a new idea stated in meaningful customer terms is called a product
________.
A) solution
B) concept
C) image
D) proposal
E) lining
Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This
message execution style is referred to as ________.
A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol
Marketers should understand that people’s core beliefs and values tend to be ________.
A) fixed
B) highly flexible
C) similar around the world
D) constantly and rapidly changing
E) easily influenced by secondary beliefs
When a company makes improvements in a product’s quality, features, or convenience,
it is practicing ________.
A) consumer-oriented marketing
B) sense-of-mission marketing
C) innovative marketing
D) customer-value marketing
E) societal marketing
What is the first element that a reader most likely notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) tone
Which of the following statements is true regarding the vital importance of the
media-planning function?
A) With changing technologies, media costs are declining.
B) Brand content is usually created in-house by the company.
C) Which media to use is sometimes more critical than the creative elements of the
messaging.
D) Market targeting has declined in importance in the planning stages.
E) Because so many consumers use the same mobile and social media applications,
messaging can be less focused.
Which of the following is an economic factor that a company should consider before
deciding to enter into a new country?
A) industrial structure
B) natural resources
C) cultural and social norms
D) political stability
E) climate
Which of the following marketing strategies is most suitable for smaller firms with
limited resources?
A) mass marketing
B) undifferentiated marketing
C) niche marketing
D) differentiated marketing
E) one-to-one marketing
Customer information is often buried deep in separate databases and records of different
company departments. To overcome such problems, many companies are now turning
to ________ to manage detailed information about individual customers.
A) neuromarketing
B) customer needs marketing
C) customer relationship management
D) ethnographic research
E) netnography research
Which of the following should be a manufacturer’s first step when designing an
effective marketing channel?
A) set channel objectives
B) analyze consumer needs
C) identify channel alternatives
D) evaluate channel alternatives
E) establish strategic alliances
Which of the following steps in the selling process is most focused on ensuring
customer satisfaction and repeat business?
A) preapproach
B) demonstration
C) handling objections
D) qualifying prospects
E) follow-up
In the context of media timing, ________ means making decisions on scheduling ads
either following the seasonal pattern, opposing the seasonal pattern, or being the same
all year.
A) routing
B) continuity
C) sequencing
D) narrowcasting
E) seasonal advertising
James is looking for a new suit for a job interview. He is shopping at Smith & Jones, a
well-regarded menswear store. While he looks at various styles and uses his smartphone
to scan codes, the menswear shopping app provides him with suggestions for shirts,
ties, and shoes that would complete the ensemble he needs to make a strong, positive
impact at his interview. The ability of the app to provide this information serves to
________.
A) enrich the shopping experience
B) annoy James
C) complicate the shopping experience
D) use James’ data plan
E) interrupt the shopping experience
________ marketing is practiced by an organization that understands and anticipates
customer needs even better than customers themselves do and creates products and
services to meet current and future needs.
A) Customer-driven
B) Customer-driving
C) Affinity
D) Societal
E) Ambush
A segment is less attractive if it ________.
A) is difficult for new entrants to enter
B) is substantial
C) is actionable
D) already contains many strong and aggressive competitors
E) contains weak suppliers
Which of the following factors has most likely contributed to the rapid growth of sales
promotion, particularly in consumer markets?
A) declining interest in quality
B) declining advertising efficiency
C) rising hostility toward large firms
D) increasing popularity of e-procurement
E) increasing number of international firms
Price discrimination is legal when a ________.
A) manufacturer and reseller have agreed upon a specified retail price for a product
B) manufacturer sells to retailers in different markets
C) seller can prove its costs are different when selling to different retailers
D) seller advertises prices that are not actually available to consumers
E) seller has not communicated with competitors before announcing prices
The principle of ________ requires that the company continuously seek real product
and marketing improvements.
A) consumer-oriented marketing
B) innovative marketing
C) customer-value marketing
D) sense-of-mission customer-value marketing
E) ambush marketing
Sustainable marketing includes all of the following EXCEPT ________.
A) going beyond caring for the needs and wants of today’s customers
B) focusing on profits and return to shareholders and employees above all else
C) having concern for tomorrow’s customers in ensuring the success of the business,
employees, and the broader world
D) pursuing a mission of shared value and triple bottom line: people, planet, profits
E) provides context for companies to engage customers and build profitable
relationships with them by creating value for customers in order to capture value from
customers in return, now and in the future.
Which of the following is NOT an element of the marketing mix?
A) place
B) purchase
C) product
D) price
E) promotion
Marketers now view themselves as ________ that create and share brand messages and
conversations with and among customers across a mix of paid, owned, earned, and
shared communication channels.
A) promotion managers
B) public relations managers
C) sales managers
D) content marketing managers
E) account managers
The management of two Panizza restaurants has an ongoing disagreement over the
discount rate given to students from the local high school. This is an example of
________ conflict.
A) intensive
B) selective
C) exclusive
D) horizontal
E) vertical
Which term refers to an in-store machine that allows a customer to order merchandise
not carried in the store?
A) kiosk
B) automated teller machine
C) virtual catalog
D) interactive TV
E) direct-response device
Delta Motorworks markets its cars based on the age, gender, and income of its
customers. Which of the following types of market segmentation is evident here?
A) geographic segmentation
B) benefit segmentation
C) occasion segmentation
D) demographic segmentation
E) psychographic segmentation
It is most accurate to say that the recession of 2008/2009 has resulted in ________.
A) an overselling of private goods
B) a disbelief in the American dream
C) a decline in conspicuous spending
D) an increase in materialism
E) the elimination of false wants
Marketers set up company and brand Web sites that provide information and promote
the company’s products. Social media is a significant part of today’s marketing strategy.
Which of these tools is NOT part of the growth in digital technology?
A) blogs
B) e-mail
C) telemarketing calls
D) mobile apps
E) videos
The market leader normally gains the most when ________.
A) its total market diminishes
B) it achieves expanded market share
C) its personal communication channels expand
D) the niche marketing efforts by other firms expand
E) the major global competitors enter the market
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
In the United States, job growth currently is the weakest for ________.
A) white collar workers
B) manufacturing workers
C) salespeople
D) telecommuters
E) professional workers
Explain the change in buying roles of husbands and wives due to an evolving consumer
lifestyle in the United States. Additionally, describe the effect of this change on
marketers.
“Beyond the market and the economy, the company must consider several other factors
in its external environment when setting prices.” Explain this statement.
Explain how seasonality impacts media timing.
Why is the term value delivery network a more relevant expression to use than the terms
supply chain or demand chain?
What is a marketing strategy? How do marketing strategies help firms?
Give examples of pure tangible goods.
What are the major characteristics of institutional markets?
How do people’s views of nature affect marketers?
What is the most important characteristic of a good MIS?
Discuss the conditions under which a company might consider using price cuts or price
increases.
What is observational research and when is it used?
What is the primary function of gatekeepers in an organization?
Define strategic planning. Discuss the steps involved.
Briefly explain the functions of a customer insights team.
How can marketers reach the Generation Zers effectively?
What are two possible risks involved with licensing?
What are the major structural factors affecting long-run segment attractiveness?
Why do international markets need to be segmented?
What are two potential drawbacks of creating separate products and marketing
programs for each generation?
