Which type of product does Delgado manufacture?
A) industrial
B) convenience
C) specialty
D) shopping
E) unsought
Which of the following is a potential drawback of multibranding?
A) Multibranding tends to decrease brand loyalty.
B) Company resources are likely to be concentrated on a single brand.
C) Multibranding curbs the growth opportunities of established brands.
D) Each brand might obtain only a small market share, and none may be very
profitable.
E) Multibranding causes companies to refrain from product diversification.
Encouraging customers to switch brands is most likely the objective of ________
advertising.
A) informative
B) reminder
C) covert
D) persuasive
E) institutional
Today’s retailers increasingly adopt environmentally sustainable practices. Which of the
following is NOT one of these practices?
A) working with channel partners to reduce their environmental impact
B) cutting back on recycling programs
C) greening up their stores and operations
D) launching programs to help customers be more responsible
E) promoting more environmentally responsible products
Double Drill Inc. segments its foreign markets by per capita income. This firm
segments the international markets based on ________.
A) political factors
B) legal factors
C) geographic location
D) economic factors
E) cultural factors
Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated and delivered by ________.
A) product labels
B) product attributes
C) support services
D) product packaging
E) branding
Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the
attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors
is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury
segment. Which of the following types of market segmentation is evident here?
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation
E) age and life-cycle segmentation
________ are minor stimuli that determine where, when, and how a person responds to
an idea.
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses
Which of the following types of advertising will most likely result in an advertising
war?
A) covert advertising
B) institutional advertising
C) informative advertising
D) comparative advertising
E) reminder advertising
Which of the following would most likely be included in an executive’s write up of a
new product idea to be presented to a new product committee?
A) the proposed customer value proposition
B) the product image
C) the marketing strategy
D) the business analysis
E) the pricing strategy
Upon determining who will want the product, retailers must determine in more detail
how to ________ in those markets.
A) differentiate and position themselves
B) market themselves
C) entice customers to them
D) offer the correct products
E) properly price the product offerings
Word-of-mouth influence comes to consumers from family, colleagues, and ________.
A) investors
B) athletes
C) neighbors
D) entertainment celebrities
E) friends
Which of the following is true with regard to media publics?
A) The primary function of this group is to protect the interests of minority groups.
B) This group carries news, features, and editorial opinion.
C) The primary function of this group is to critique the marketing decisions of
companies.
D) This group includes neighborhood residents and community organizations.
E) This group directly influences the company’s ability to obtain funds.
Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from
seeing the decision makers in his organization. Which of the following best describes
Paul’s position?
A) influencer
B) decider
C) gatekeeper
D) buyer
E) user
Which of the following generational groups is most comfortable with digital technology
and embraces that technology?
A) Generation X
B) Millennials
C) Baby Boomers
D) Silent Generation
E) Lost Generation
Which of the following is one of the four consumer perception dimensions used by ad
agency Young & Rubicam to measure brand strength?
A) brand conformance
B) brand consistency
C) brand convenience
D) brand extension
E) brand relevance
Carol Veldt’s plan also involves a seasonal promotional gimmick that she wants to
promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
A major step in regulating “unfair or deceptive business acts and practices” was the
enactment of the ________ in 1938.
A) Robinson-Patman Act
B) Wheeler-Lea Act
C) Interstate Commerce Commissions
D) Taft-Hartley Act
E) Stamp Act
Solar Tanning Salon prices tanning sessions at $25 per visit. It also offers seasonal
passes for $175 that allow the customer to visit the salon multiple times in a year. This
is an example of a ________.
A) sample
B) promotional allowance
C) product bundle
D) discount
E) product line
________ are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Market segmentation can be best described as the process of ________.
A) assigning specific human attributes to a given brand
B) dividing a market into distinct groups of buyers who have different needs,
characteristics, or behaviors, and who might require separate marketing programs
C) evaluating each market segment’s attractiveness and selecting one or more segments
to enter
D) turning marketing plans into marketing actions to accomplish strategic marketing
objectives
E) maintaining a strategic fit between organizational goals and changing marketing
opportunities
Which of the following Ps in the marketing mix describes the goods-and-services
combination the company offers to the target market?
A) price
B) promotion
C) product
D) place
E) package
A manufacturing plant is designed to produce 2000 flat-screen TVs per day. But
demand is higher than that. If the company tries to increase its production to 2500 TVs
per day, the average costs will ________ because ________.
A) decrease; the plant becomes more efficient
B) stay the same; the plant becomes more efficient
C) decrease; the plant becomes inefficient
D) increase; the plant becomes more efficient
E) increase; the plant becomes inefficient
A style is best defined as a ________.
A) currently popular trend in retail goods
B) popular consumer taste at a given time
C) temporary period of unusually high sales
D) short-term component of the marketing mix
E) basic and distinctive mode of expression
Customers can be grouped and served in various ways based on several factors. These
include all of the following EXCEPT ________ factors.
A) psychographic
B) behavioral
C) technological
D) demographic
E) geographic
Companies that have been in existence for some time often lose the marketing creativity
and passion that they had at the start. They often need to refresh their marketing
strategies and try new approaches, known as ________.
A) multi-level marketing
B) formulated marketing
C) ambush marketing
D) intrapreneurial marketing
E) affinity marketing
A small, open-air mall with upscale stores, convenient locations, and nonretail
activities, such as a playground, skating rink, hotel, dining establishments, and a movie
theater, is an example of a ________.
A) regional shopping center
B) lifestyle center
C) community shopping center
D) franchise
E) power center
________ occurs when product or service producers cut out intermediaries and go
directly to final buyers or when radically new types of channel intermediaries displace
traditional ones.
A) Extensive distribution
B) Multichannelization
C) Disintermediation
D) Inclusive distribution
E) Cross merchandising
Kinger Auto specializes in selling low-quality used vehicles that are priced a good deal
lower than other used cars. Which of the following value propositions is evident here?
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
Kelly works as a sales representative at Ginner Machine Works. She uses the phone and
the Internet to identify prospects and make sales. Kelly calls customers and explains the
products offered by Ginner and the advantages of using them. If requested, she also
mails the customer product information brochures. Which of the following is most
likely Kelly involved in?
A) outside selling
B) technical sales support
C) telemarketing and online selling
D) research and administrative backup
E) field sales
Sears opened up department stores in Mexico and Spain, where it found qualified local
manufacturers to produce many of the products it sells. This type of joint venture is
known as ________.
A) joint ownership
B) licensing
C) management contracting
D) indirect exporting
E) contract manufacturing
Which of the following major decisions should a company make immediately after it
decides to operate internationally?
A) deciding which markets to enter
B) deciding how to enter the market
C) deciding on the global marketing organization
D) deciding on the global marketing program
E) deciding on the global communication program