The ability to adapt products to local preferences and culture is the key to success in
foreign markets.
a. True
b. False
How has the general shift from a manufacturing economy to a service economy in the
United States affected physical distribution?
a. Customers require more flexible—yet reliable—transportation service.
b. A very high percentage of the transportation industry’s revenues is represented by the
traditional high volume shipments.
c. The number of large shipments is growing much faster than the number of smaller
shipments.
d. The various elements of physical distribution have become independent of decisions
made in other areas.
The revised VALS framework categories consumers by characteristics that correlate
with _____.
a. age
b. socioeconomic level
c. purchase behavior
d. gender
Retail convergence results in blurring of distinctions between types of retailers and the
merchandise mix they offer.
a. True
b. False
You work in brand management for a manufacturer of beauty products. It is your
responsibility to maximize sales of all of your brands for the national retail chains
selling them. Your job title is most likely:
a. Category manager
b. Retail manager
c. National account manager
d. Category analyst
e. Brand manager
Stefan is the manager of a Chili’s restaurant and requires all employees to either arrive
early or stay later to perform a variety of “cleaning” duties around the restaurant. Stefan
has a weekly “cleaning schedule” that includes tasks such as dusting the decorations,
polishing brass accents, dusting wood surfaces, and cleaning the television screens.
Stefan and his employees take pride in the appearance and cleanliness of the restaurant
and believes it’s a “small” factor that can lead to “big” returns in the way of enhancing
their level of service quality. Which service quality variable are Stefan and his staff
managing through the implementation of the cleaning schedule?
a. tangibles
b. reliability
c. responsiveness
d. assurances
A tech company is set to release a new watch with a built-in exercise and cholesterol
monitor around the holidays. Because the product is new to the market, consumers
know very little about it. The company wants to ensure that by the time the holiday
season arrives, consumers are well-informed and ready to make major purchases.
Required:
Which of the following steps should the company take to market its new product
efficiently?
a. limit the number of distribution channels
b. develop a campaign that focuses on product features
c. highlight the drawbacks of competing products on the market
d. spend money on fine-tuning the product rather than on marketing
e. establish a call center so consumers can phone and have their questions answered
The relationship era builds on the marketing era’s customer orientation by only
focusing on maintaining relationships with customers.
a. True
b. False
Baby boomers are people born between 1946 and 1964.
a. True
b. False
Which of the following is a form of marketing that manufacturers use to completely
bypass wholesalers and retailers?
a. Mass merchandising
b. Direct selling
c. Mass marketing
d. Scrambled merchandising
In a cooperative alliance, the partners establish a new business unit in which each takes
an ownership position.
a. True
b. False
The public key in the Secure Sockets Layer (SSL) technology is used to decipher
encrypted information.
a. True
b. False
A local eye doctor is seeking to expand its practice and entice new customers to visit for
their annual eye exam and purchase glasses or contacts if prescribed. The office is
offering 2 pairs of glasses for $69 with the goal of attracting a large number of new
patients. What type of pricing objective is utilized by the office?
a. volume
b. profitability
c. prestige
d. meeting competition
_____ leads to new goods and services for consumers, improves existing products,
offers better customer service, and often reduces prices through new, costefficient
production and distribution methods.
a. Reintermediation
b. Consumerism
c. Disintermediation
d. Technology
Which of the following is true of long-term customers?
a. They are not effective in providing intangible benefits such as feedback and referrals.
b. They cost more to serve than new customers.
c. They provide a minor share in a company’s new business.
d. They are usually more valuable assets than new ones because they buy more.
Economic theory attempts to derive correct equilibrium prices in the marketplace by
comparing supply and demand.
a. True
b. False
Marketing decision support systems (MDSSs) organize data in ways that allow users to
model different scenarios and evaluate them before making marketing decisions.
a. True
b. False
Both customers and companies are making extensive use of social media sites such as
Facebook, Twitter, Pinterest and Instagram. These sites enable marketers to create and
disseminate content and customers or followers may choose to engage with the
organization thereby controlling their exposure to the information. This activity is
termed _________ marketing.
a. interactive
b. mobile
c. shared
d. usercontrolled
Which of the following product purchases would most likely require a
high-involvement decision?
a. Shampoo
b. Magazine subscription
c. Car
d. Hair dryer
The strategy of category management is used by retailers to:
a. seek pricing and promotional concessions from manufacturers as conditions for
selling their products.
b. improve their product group performance through coordinated buying,
merchandising, and pricing.
c. attract consumers by making shopping easier, faster, and enjoyable.
d. decrease its rate of inventory turnover.
The use of bots has made shopping easier, as it can search hundreds of websites for
information on products that meet certain criteria set by the customer.
a. True
b. False
The Eddie Bauer, a clothing retail chain, partnered with Ford to produce the Eddie
Bauer edition of the Ford Explorer. This is an example of:
a. cobranding.
b. comarketing.
c. lateral partnership.
d. internal partnership.
The group born between 1968 and 1979, now generally in their early 30s to early 40s
are referred to as Generation Y.
a. True
b. False
_____ involves buyer seller exchanges characterized by limited communications and
little or no ongoing relationship between the parties.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
The Bates Lighting Company has two divisions, business and consumer products.
Because of poor profits, it may downsize the consumer division. This could mean loss
of jobs for people involved with the marketing of:
a. overhead lighting for hospital operating rooms
b. flashlights for buildings that lose power
c. designer lighting for furniture showrooms
d. desk lamps for offices or college dorms
e. street lights
Assume you want to increase the number of customers by applying the marketing
concept. Which of the following strategies would be most consistent with this
approach?
a. Reduce product costs
b. Offer more product variety than competitors
c. Target markets
d. Employ inexpensive labor
The use of information technology to analyze data about customers and their
transactions, to identify and target messages toward specific group of potential
customers is referred to as _____.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
Over-the-counter personal selling efforts are frequently supplemented with other
promotions such as special sales events, new product introductions, and direct-mail
appeals.
a. True
b. False
Successful marketers use the marketing concept of relationship marketing to develop
customer-oriented marketing programs. An effective integrated marketing
communication (IMC) strategy captures the audience’s attention and promotes a brand
or product in a cohesive way.
Which of the following approaches to marketing can be used to avoid marketing
myopia
a. avoid niche marketing
b. give as much information as possible to the consumer
c. work with broad target markets rather than segmenting them
d. focus on delivering information and nothing else to intended audiences
e. first identify the target market and then develop a marketing mix accordingly
Toyota’s promotion of cars using hybrid technology is an example of _____.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance