Which of the following is the lowest level on which marketers can position their brands
in target customers’ minds?
A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity
The experience curve reveals that ________.
A) repetition in production has no visible impact on production costs
B) repetition in production enhances efficiency
C) the average cost of production remains the same with accumulated production
experience
D) repetition in production adds to the costs and thereby increases the prices of outputs
E) the average cost of production increases with accumulated production experience
Consumer information provider Nielsen uses a life-stage segmentation system that
places U.S. households into one of 66 different life-stage groups. According to Nielsen’s
groups, which of the following refers to the group consisting of hip, single
twenty-somethings who are politically liberal, listen to alternative music, and enjoy
lively nightlife?
A) Striving Singles
B) Young Achievers
C) Bohemian Mix
D) Young Influentials
E) Young Digerati
Orion Inc. operates in many industries, including pharmaceuticals and food products.
The company’s goal is to create “abundant and affordable food for all and a healthy
environment.” This represents Orion’s ________.
A) marketing plan
B) product mix
C) business portfolio
D) marketing mix
E) mission statement
Consumers’ names and additional information likely become part of ________
whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a
tweet.
A) other consumers’ contact lists
B) telemarketers’ lists
C) their computer’s cookie history
D) a company’s database
E) the FTC’s surveys regarding online privacy
The McDonald’s fast-food restaurant chain uses Ronald McDonald, a clown, as its
primary character. Which message execution style is used by McDonald’s?
A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life
Cybertron Inc. was accused of deceptive pricing. Which of the following explains what
most likely occurred?
A) Cybertron refused to advertise sale prices in the local paper.
B) Cybertron sold only defective products at the advertised price.
C) Cybertron advertised a large price reduction from a phony high retail list price.
D) Cybertron misrepresented a product’s features in an ad.
E) Cybertron used misleading labeling.
Jeremy’s, a handbag manufacturer in Lower Manhattan, procures a large stock of
leather in anticipation of brisk sales of handbags during December. This is an example
of a(n) ________ demand.
A) composite
B) derived
C) primary
D) latent
E) inelastic
To ________, a marketer would most likely ask target audience members whether they
remember the message, how many times they saw it, and what points they remember.
A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal
________ refers to socially and environmentally responsible marketing that meets the
needs of consumers and businesses while also preserving or enhancing the ability of
future generations to meet their needs.
A) Ambush marketing
B) Evangelism marketing
C) Sustainable marketing
D) Database marketing
E) Affinity marketing
The Internet offers ________, where the price can easily be adjusted to meet changes in
demand.
A) captive pricing
B) dynamic pricing
C) basing-point pricing
D) price bundling
E) cost-plus pricing
Which of the following refers to a behavioral segmentation variable that involves
segmenting markets into nonusers, ex-users, potential users, first-time users, and
regular users of a product?
A) user status
B) usage rates
C) gender status
D) income status
E) loyalty status
Which of the following is true about the customer sales force structure?
A) The customer sales force structure is a combination of territorial sales force structure
and product sales force structure.
B) Each salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory.
C) Salespersons specialize in only a particular product line as the company produces
numerous and complex products.
D) Companies using customer sales force structure tend to ignore the importance of
long-term relationship building with customers.
E) Separate sales forces are set up for different industries, serving current customers
versus finding new ones.
The National Pork Board developed “Pork. The Other White Meat” campaign. The
campaign provided nutritional information and pork recipes in an attempt to encourage
people to view pork as a tasty alternative to poultry and fish. Which of the following
functions was the goal of this public relations campaign?
A) influencing government regulations on pork
B) gaining financial support for pork producers
C) creating newsworthy information about pork
D) maintaining relationships with pork producers
E) rebuilding consumer interest in pork
All of the following organizations are likely part of the institutional market EXCEPT
________.
A) LaGrange Community Hospital
B) Worthampshire Prison
C) Lancaster Real Estate Company
D) Water Street Nursing Home
E) Millersville Community College
________ are a type of SBU that often require heavy investments to finance their rapid
growth.
A) Cash cows
B) Question marks
C) Stars
D) Dogs
E) Bears
Which of the following is true with regard to a SWOT analysis?
A) It classifies SBUs into four distinct categories.
B) It measures customer response to a new product.
C) It evaluates the company’s overall strengths.
D) It evaluates the growth potential of a market segment.
E) It ignores the threats faced by a company while assessing its situation in the market.
Which of the following abilities would LEAST likely be measured when recruiting and
testing applicants for a sales position?
A) sales aptitude
B) work style
C) accounting skills
D) motivation
E) relationship skills
At the beginning of each year, the management of Dee Decor states the exact amount a
salesperson should sell. This specific sales target is also known as a ________.
A) sales lead
B) prospect
C) bill of sale
D) channel length
E) sales quota
In a(n) ________, two or more companies at one level join together to follow a new
marketing opportunity.
A) administered vertical marketing system
B) horizontal marketing system
C) corporate vertical marketing system
D) hybrid distribution system
E) conventional marketing system
Which of the following is the fastest growing form of direct marketing?
A) ambush marketing
B) digital marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing
Sears, Target, and Kroger are examples of ________.
A) voluntary chains
B) retailer cooperatives
C) corporate chains
D) franchise organizations
E) warehouse clubs
Think Ink is a growing company that sells a variety of inks for home and business
printers. Management at Think Ink has decided to open a sales branch overseas to
handle sales and distribution abroad. Think Ink is engaging in ________.
A) indirect exporting
B) direct exporting
C) licensing
D) joint ownership
E) management contracting
By 2060, ________ will be an estimated 14 percent of the U.S. population.
A) African Americans
B) Asians
C) Hispanics
D) Native Americans
E) Native Hawaiians
Countries with ________ economies consist mostly of households with very low family
incomes.
A) industrial
B) industrializing
C) raw material exporting
D) emerging
E) subsistence
When the size, purchasing power, and profile of a market segment can be calculated,
the market is ________.
A) measurable
B) profitable
C) substantial
D) actionable
E) competitive
Which of the following is a major element of developing an advertising strategy?
A) selecting advertising media
B) using sophisticated statistical models
C) setting advertising objectives
D) evaluating advertising campaigns
E) setting the advertising budget
A manager in a garment manufacturing company decided to replace the plastic
shopping bags currently used in his company with bags made of recyclable material.
Consequently, he asked the operations officer to gather relevant information and send a
list of alternatives to him. In the business buying process, the manager is preparing a(n)
________.
A) problem statement
B) general needs description
C) supplier list
D) proposal solicitation
E) order-routine specification
________ refers to a business buying situation in which the buyer purchases a product
or service for the first time.
A) Modified rebuy
B) Straight rebuy
C) New task
D) Reverse auction
E) Derived demand
Which of the following is NOT a type of off-price retailer?
A) independent
B) factory outlet
C) warehouse club
D) category killer
E) wholesale club
Sheffield Cargo serves both consumer and business markets, but most of its revenue
comes from its business customers. Of late, the business customers of Sheffield Cargo
have demanded a change in the packaging of heavy cargo along with a more
sophisticated and user-friendly extranet framework. Sheffield Cargo is under pressure to
offer better products and services or risk losing a huge portion of its customers. This is
an example of ________.
A) a new task
B) a modified rebuy situation
C) a straight rebuy situation
D) trade exchange
E) reverse auction
A lumber mill takes in logs, turns them into 2 x 4’s and other sizes needed for building
construction. Wood chips created in the milling process are a(n) ________ that can be
sold.
A) bundled product
B) captive product
C) by-product
D) optional product
E) primary product