Which of the following best explains the goal of neuromarketing?
A) using subliminal messages to influence consumer decisions
B) collecting data about responses to advertising and products by measuring consumers’
brain activity
C) observing and tracking consumer behavior on the Internet
D) designing marketing research experiments using the Internet
E) analyzing data from various sources to answer complex “what if” questions
In a marketing plan, the ________ state what the marketing function must accomplish
to achieve overall business objectives.
A) situation analyses
B) strategic plans
C) marketing objectives
D) market development strategies
E) marketing controls
Which of the following is the term for the firms and individuals who help move a
product to the consumer or the business user?
A) product managers
B) channel leaders
C) channel intermediaries
D) enterprise resource planners
E) franchisees
Many gas stations now have self-service pumps with small televisions that broadcast
short news and entertainment spots, along with advertisements, as customers pump their
gas. The ads reach this captive audience through the use of ________ media.
A) owned
B) out-of-home
C) place-based
D) mobile
E) permission
________ is less expensive, faster, and more flexible than other methods of data
collection.
A) Mail surveying
B) Telephone surveying
C) The mall intercept
D) The focus group
E) Online data collection
With ________, the seller pays both the cost of loading and transporting the product to
the customer.
A) uniform delivered pricing
B) basing-point pricing
C) F.O.B. origin pricing
D) F.O.B. delivered pricing
E) F.O.B. factory pricing
________ have unique characteristics that are important to buyers at almost any price.
A) Specialty products
B) Staple products
C) Impulse products
D) MRO products
E) Unsought products
Advertising, sales promotion, public relations, publicity, direct marketing, and personal
selling are all parts of the ________.
A) target market strategy
B) pricing strategy
C) product strategy
D) promotional strategy
E) distribution strategy
Using a concentrated targeting strategy, the marketer goes after a ________ but
________ consumer segment.
A) small; undefined
B) small; well-defined
C) large; well-defined
D) large; undefined
E) small; national
Which of the following is a question that a marketing manager would use an MDSS
rather than an MIS to answer?
A) What were our company sales of each of our products during the past month?
B) What are the best media for reaching a high percentage of heavy users of our
product?
C) What changes in sales are happening in our industry?
D) If we change our media schedule by replacing a certain media buy with a new media
buy, will we reach more users of our product?
E) What are the demographic characteristics of consumers whose purchase patterns are
changing the most?
The invitation to go skiing for the weekend forced Donna to look at her current
wardrobe. She decided she needed a much warmer coat. Donna was in which stage of
the purchase decision?
A) product evaluation
B) situational analysis
C) problem recognition
D) problem screening
E) information search
Members of which generation were born in the years immediately following the end of
World War II?
A) Echo Boomers
B) Millennials
C) Baby Boomers
D) the Baby Bust
E) Generation Z
Conveniently located vending machines around your college or university campus
make it easy for you to buy a soda and a snack between classes. This is an example of
the ________ element of the marketing mix.
A) production
B) place
C) price
D) profit
E) promotion
Which of the following is a tool that marketers often use to portray an action plan’s time
line?
A) a Gantt chart
B) a SWOT analysis
C) an SBU analysis
D) a BCG matrix
E) a marketing metric
Which of the following is a reason that a marketer would choose a penetration pricing
strategy?
A) to ensure the company has the ability to increase prices once demand decreases
B) to focus on the rapid achievement of profit objectives
C) to appeal to different consumer segments with different levels of price sensitivity
D) to create markets for highly technical products
E) to discourage competition from entering the market
Two brothers own a hair salon. One believes they could have more business if they
mailed out $5-off coupons to people living within a five-mile radius of the shop. The
other brother wants to run an ad in the local shopping newspaper with a coupon for a
free hot oil treatment. (The newspaper goes to everyone in the area.) What type of
market research can they use to determine whose idea would be more profitable?
Explain your answer.
According to the theory of the wisdom of crowds, under the right circumstances
________.
A) a mass market approach is favorable to a target market approach
B) a target market approach is favorable to a mass market approach
C) groups are smarter than the smartest people in them
D) companies can make money by giving their products away for free
E) consumers can generate value
Retailers handle the financial exchange when a customer pays for a product. This is an
example of the ________ function of channel intermediaries.
A) communication
B) marketing
C) promotional
D) transaction
E) management
Which of the following is true about the demand curve?
A) It is used to illustrate the effect of price on the quantity supplied.
B) It is always graphically depicted by a straight line.
C) It shows the quantity of product customers will buy in a market during a period of
time even if other factors change.
D) It usually slopes upward and to the right.
E) It shows the relationship between product demand and product price.
Which of the following statements about merchandise brokers is true?
A) Brokers are paid salaries by the manufacturers for whom they work.
B) Brokers never take title to the merchandise they sell.
C) Brokers work for manufacturer-owned intermediaries.
D) Brokers typically represent sellers on an ongoing basis.
E) Brokers work in industries with only a few, very large buyers and sellers.
If you visit diamondsforever.com, you can design your own ring. This site, which is
operated by Engaging Engagements, then allows you to email a picture of your ring to
friends and relatives. This way, they can share in the excitement and be informed of the
website’s existence. Engaging Engagements is using ________.
A) location-based social networking
B) buzz-building activities
C) the Internet of Things
D) direct marketing
E) virtual marketing
Which of the following is an example of a not-for-profit organization that would use
marketing principles?
A) a fast-food restaurant
B) a manufacturer of bicycles
C) a software developer
D) Six Flags Amusement Park
E) the Bronx Zoo
A(n) ________ is a good or service for which consumers will spend time and effort
gathering information on price, product attributes, and product quality.
A) impulse product
B) consumer packaged good
C) shopping product
D) convenience product
E) emergency product
________ marketing is the marketing of goods and services from one organization to
another.
A) Distributive
B) Consumer
C) Customer
D) Business-to-business
E) Target
Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie. This is an
example of ________.
A) generic branding
B) family branding
C) franchising
D) cobranding
E) ingredient branding
Jolene’s firm markets preplanning services for a mortician. She finds that most of her
target market wants to avoid discussing future funeral needs, so she must somehow first
get their attention. Jolene’s firm most likely uses the ________.
A) production orientation
B) sustainability concept
C) selling orientation
D) consumer orientation
E) societal marketing concept
When a government adopts a policy of ________, it enforces rules on foreign firms in
order to give home companies an advantage.
A) gray marketing
B) countertrade
C) monopolistic competition
D) economic sanctions
E) protectionism
Someone who orders a product through a catalog is responding to ________.
A) place-based communication
B) point of purchase selling
C) direct marketing
D) direct selling
E) personal selling
The Paper Moon sells gift wrapping paper, stationery, and greeting cards. It does not
sell any other products. The number of different kinds of wrapping paper, stationery,
and cards make up its ________.
A) point-of-sale range
B) merchandise diversity
C) atmospherics
D) merchandise assortment
E) retail format
Some cellular providers are signing deals with business partners wanting to market
products based on specific phone users’ locations and calling habits. These cellular
providers are participating in a new trend called ________.
A) telemarketing
B) data warehousing
C) reality mining
D) virtual mining
E) prediction marketing
Josh purchased a new tie from an upscale men’s clothing store to impress the managers
he would meet at an important job interview. The day after the job interview, Josh
returned the tie to the store for a full refund. This is an example of ________.
A) buyer’s remorse
B) sweethearting
C) retail borrowing
D) shoplifting
E) customer profiling