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The advertiser must find the best approach, style, words, format, and ________ for
executing the message.
A) media
B) cost
C) visuals
D) tone
E) endorser
Most standard portfolio analysis methods evaluate SBUs on the ________.
A) potential for niche or global marketing
B) degree of product differentiation
C) strength of the market or industry position
D) accessibility to rural markets
E) number of successful business acquisitions
Which of the following types of research would be best suited for understanding the
attitudes of consumers who buy a particular brand of soft drink?
A) internal research
B) descriptive research
C) causal research
D) exploratory research
E) demographic research
A(n) ________ does not take title to goods and represents buyers or sellers on a more
permanent basis than a broker.
A) full-service wholesaler
B) industrial distributor
C) agent
D) retailer
E) cash-and-carry wholesaler
Trade shows most likely help companies to ________.
A) maximize productivity
B) find new sales leads
C) trim overhead costs
D) reduce the inside sales force
E) shorten the selling process
A(n) ________ is designed to present brand content that engages consumers and creates
customer-brand community.
A) podcast
B) branded community Web site
C) search engine
D) digital catalog
E) online magazine
Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index
A label can identify, promote, and ________ the product.
A) sell
B) assemble
C) package
D) brand
E) describe
Consumer purchases are influenced strongly by characteristics that marketers cannot
control but must take into account, including cultural, social, psychological, and
________ characteristics.
A) economic
B) professional
C) medical
D) personal
E) genetic
Which of the following is most likely a disadvantage of viral marketing?
A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very inexpensive.
C) Marketers have great control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the
targeted market.
E) Viral marketing messages are blocked by most search engines.
In routine buying situations, which of the following members of the buying center has
formal or informal power to select or approve the final suppliers?
A) users
B) influencers
C) gatekeepers
D) deciders
E) buyers
A room upgrade offered by a hotel to a guest who often stays in the hotel is an example
of ________.
A) a frequency marketing program
B) a basic relationship
C) a club marketing program
D) partner relationship management
E) sustainable marketing
What are the two dimensions of product quality?
A) consistency and level
B) performance and conformance
C) design and innovation
D) conformance and style
E) feature and design
A ________ is an unsolicited, unwanted commercial e-mail message that clogs up
e-mailboxes.
A) catalog
B) spam
C) podcast
D) tweet
E) blog
________ are online journals where people post their thoughts, usually on a narrowly
defined topic.
A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories
An American cola-manufacturing company that primarily targets rebellious and
adventurous people most likely uses ________ segmentation.
A) occasion
B) geographic
C) income
D) benefit
E) psychographic
A sustainability vision addresses not just challenges in the natural environment but also
________.
A) challenges in the manufacturing and product development departments
B) prods the firm's employees to identify personal ways to impact the environment
C) strategic opportunities for using environmental strategies to create sustainable value
for the firm
D) in the economic and cultural environments
E) enhances the company's reputation with consumers
The research plan ________.
A) provides comprehensive marketing intelligence about competitors
B) outlines sources of existing data and spells out the specific research approaches
C) does not include sampling plans
D) does not include contact methods
E) precedes the definition of research objectives
A(n) ________ economy is rich in one or more natural resources but poor in other ways
and much of its revenue comes from exporting its natural resources.
A) industrial
B) industrializing
C) raw material exporting
D) subsistence
E) agrarian
Which of the following best describes a similarity between Costco and Walmart?
A) Both are warehouse clubs.
B) Both target the same affluent market.
C) Both are specialty stores.
D) Both use everyday low pricing.
E) Both are examples of merchant wholesalers.
Bon Vivant offers an assortment of exclusive French wines at incredibly low prices.
These prices are neither limited-time offers nor special discounts, but represent the
daily prices of products sold by Bon Vivant. This reflects Bon Vivant's ________
pricing strategy.
A) everyday low
B) markup
C) penetration
D) break-even
E) cost-based
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
________ are a form of product that consists of activities, benefits, or satisfactions
offered for sale that are essentially intangible and do not result in the ownership of
anything.
A) Liabilities
B) Services
C) Brands
D) Consumer products
E) Specialty products
Which of the following is true with regard to prospecting?
A) Salespersons meet and greet the buyer.
B) Salespersons learn as much as possible about the organization.
C) Salespersons identify qualified potential customers.
D) Salespersons tell the "value story" to the buyer, showing how the company's offer
solves the customer's problems.
E) Salespersons ask for the order, review points of agreement, and offer to write up the
order.
Formed in 2004 and formalized in 2008, ________ makes up the largest trading block
after NAFTA and the European Union.
A) CAFTA-DR
B) FTAA
C) UNASUR
D) MCAN
E) GATT
In a(n) ________ channel, the same member both produces and distributes a product or
service to consumers.
A) tiered
B) direct
C) platform
D) vertical
E) exclusive
Which of the following companies uses a direct marketing channel?
A) Fishhooks, a factory that manufactures fishing equipment that it ships to hobby
stores worldwide
B) Germfight, a factory that manufactures dental products that it distributes only to
select department stores
C) Apple Blossoms, a company that sells its cosmetics exclusively through Ray's Retail
Store
D) Holly Wreaths, a store that sells Christmas ornaments to customers via its online
click-to-order catalogs
E) Showdown, a clothing store that stocks merchandise from different international
brands
In addition to advertainment, advertisers are creating content that ________.
A) provides much more information than ads did in the past
B) they expect to go viral
C) helps the advertiser save money
D) looks less like ads and more like short films or shows
E) confuses viewers about whether they are ads
Go Zone plans to introduce four tablet models over the next year. These models range
from basic readers at $99 per unit, to more sophisticated tablets at $399 per unit. The
more features a model has, the more expensive it is. What pricing strategy is Tone Zone
using for its range of tablets?
A) product line pricing
B) product bundle pricing
C) captive product pricing
D) by-product pricing
E) optional product pricing
In ________ research, the objective is to gather preliminary information that will help
define the problem and suggest hypotheses.
A) exploratory
B) statistical
C) causal
D) analytic
E) descriptive
Which stage of new product development requires management to estimate minimum
and maximum sales to assess the range of risk in launching a new product?
A) concept testing
B) marketing strategy development
C) business analysis
D) product development
E) test marketing
Which of the following is an advantage of using newspapers as an advertising medium?
A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium
