Over the past few years, Binney and Smith’s Crayola crayons has expanded to more
than 80 countries around the world. Crayola crayons are in the ________ stage of the
PLC.
A) introduction
B) laggard
C) maturity
D) decline
E) incubation
Your state’s department of education has budgeted a significant amount of money for a
radio, print, television, and online advertising campaign emphasizing the long-term
benefits, both educationally and professionally, of reading every day. This is an
example of a(n) ________ campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
The production concept and the product concept are marketing management
orientations that are more likely to lead to marketing myopia.
An Irish company that manufactures umbrellas and ponchos primarily targeting
consumers during the winter months is using ________ segmentation.
A) psychographic
B) income
C) geographic
D) occasion
E) benefit
Online marketing includes marketing via the Internet using company Web sites, e-mail
marketing, blogs, and ________.
A) direct mail brochures
B) live demonstrations
C) samples
D) online video
E) focus groups
Which group includes neighborhood residents and community organizations?
A) local publics
B) government publics
C) internal publics
D) citizen-action publics
E) media publics
Which of the following factors has most likely contributed to the rapid growth of sales
promotion, particularly in consumer markets?
A) declining interest in quality
B) declining advertising efficiency
C) rising hostility toward large firms
D) increasing popularity of e-procurement
E) increasing number of international firms
Members of management at Growing Green, a company that markets organic and
environmentally friendly gardening and landscaping supplies and equipment, are
evaluating the benefits and disadvantages of indirect exporting, direct exporting, and
licensing. In which stage of the international marketing process is Growing Green?
A) deciding on the global advertising strategy
B) deciding which markets to enter
C) deciding how to enter the market
D) deciding on the global marketing program
E) deciding on the global marketing organization
Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com
that welcomes consumers to “the Runner Sprintz Century,” invites readers to post their
Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site
even allows customers to individually design their own shoes and share them among
their circles on the Web site. Which of the following best describes
myrunnersprintz.com?
A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) branded community Web site
Which of the following wholesaler’s channel functions is demonstrated when a buyer
receives quicker delivery because wholesalers are located closer than producers?
A) financing
B) transportation
C) buying and assortment building
D) warehousing
E) risk bearing
Companies that use brand ambassadors are most likely involved in ________
marketing.
A) ambush
B) spam
C) buzz
D) viral
E) database
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
________ is the process of comparing the company’s products and processes to those of
competitors or leading firms in other industries to find ways to improve quality and
performance.
A) Segmenting
B) Positioning
C) Sales promotion
D) Benchmarking
E) Publicity
A company’s close competitors are ________.
A) considered “bad” competitors
B) a serious threat and hence, must be attacked rather than ignored
C) those that most resemble the company’s operations
D) typically ignored as they seldom pose any threat
E) the sole focus of successful companies
Kraft has adapted its popular Oreo cookie to the unique tastes of consumers all around
the world, whether it’s mango-and-orange flavored Oreos in the Asia Pacific region,
green tea Oreos in China, a chocolate and peanut variety in Indonesia, or banana and
dulce de leche in Argentina. This is an example of ________.
A) product invention
B) straight product extension
C) product adaptation
D) product augmentation
E) communication adaptation
Happy Pets, a company manufacturing pet foods and accessories, created a membership
club for its regular customers called “I Love My Pet.” This group consists of animal
lovers selected by the company to complete product-related polls, chat with product
developers, and provide feedback about specific products. Which of the following best
describes “I Love My Pet”?
A) primary group
B) immersion group
C) mob
D) dyad
E) triad
Which of the following is the first step taken in the competitive intelligence system?
A) collect published data and information from the field
B) check, interpret, and organize gathered information
C) identify the vital types of competitive information needed
D) respond to inquiries from managers about competitors
E) create a new brand image and marketing concept for the firm
What is the purpose of marketing analytics?
A) to obtain secondary data and integrate it with primary data
B) to gather and integrate data in a central, accessible location
C) to interpret the data obtained
D) to prevent the theft of customer data
E) to identify and discard outdated data
________ segmentation divides buyers into different segments based on social class,
lifestyle, or personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic
The stage of the business buying process in which the chosen supplier(s) is given the
final order is the ________ stage.
A) performance review
B) proposal solicitation
C) order-routine specification
D) vendor-managed inventory
E) product specification
Which of the following is a major step in selecting advertising media?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy
Which of the following statements is true of direct marketing?
A) Direct marketing is also referred to as referral marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Direct marketing offers sellers a low-cost alternative for reaching their markets.
D) Direct marketing involves two or more intermediaries.
E) In direct marketing, consumers earn a commission every time they buy a product.
The major influences on the buying process at General Aeronautics Limited include
supply conditions and technological changes, which would both be categorized as
________ factors.
A) organizational
B) individual
C) systemic
D) interpersonal
E) environmental
With direct marketing, companies can interact with customers in all of the following
ways EXCEPT ________.
A) in person
B) learning more about customers’ needs
C) personalizing products and services
D) answering questions from customers
E) by phone or online
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
After the purchase of a product, consumers will be either satisfied or dissatisfied and
engage in ________.
A) consumer capitalism
B) alternative evaluation
C) postpurchase behavior
D) consumer ethnocentrism
E) information searches
Trusted Wholesalers is a company that currently purchases products made in Mexico
and sells them to companies based in the United States and Canada. Trusted
Wholesalers is considering whether to also purchase products produced in Costa Rica
and the Dominican Republic. To make their decision, members of management at
Trusted Wholesalers will most likely evaluate the agreements made by ________.
A) the EU
B) NAFTA
C) CAFTA-DR
D) MCAN
E) UNASUR
Atlas Imports and Exports sells products directly to consumers via the Atlas Web site,
and through local retailers as well. Which of the following is evident here?
A) corporate vertical marketing system
B) horizontal marketing system
C) multichannel distribution system
D) administered vertical marketing system
E) conventional distribution channel
Hart’s Department Store was accused of deceptive promotion. Which of the following
best explains what might have happened?
A) Hart’s refused to advertise sale prices in the local paper.
B) Hart’s advertised a bargain price on an out-of-stock product.
C) Hart’s advertised a large price reduction from a phony high retail list price.
D) Hart’s used misleading labeling on certain products.
E) Hart’s exaggerated its package contents through subtle design.
Whitelight sells its toothpastes in many convenience stores across the country. This is
an example of ________ distribution.
A) exclusive
B) selective
C) hybrid
D) intensive
E) normal
The owners of a manufacturing firm in Ohio have developed a core network of
suppliers to ensure an uninterrupted supply of products. This is an example of
________.
A) capability management
B) a supply bottleneck
C) asset management
D) backsourcing
E) supplier development
Which of the following is a valid source of secondary data?
A) personal letters and correspondence
B) Internet search engines
C) ethnographic research
D) direct surveys
E) interviews
Business marketers use geographic, demographic, benefit, user status, usage rate, and
loyalty status to segment their markets. They also use ________, customer operating
characteristics, purchasing approaches, and situational factors.
A) weather patterns
B) psychographics
C) ethical traits
D) budgets and financial status
E) personal characteristics
Emerson Studios has designed its marketing organization along the lines of a ________
organization in which operational specialists head different marketing activities.
A) geographic
B) product
C) functional
D) customer
E) market