All of the following steps pertain to the marketing control process EXCEPT ________.
A) setting goals
B) measuring performance
C) taking corrective action
D) defining the company’s mission
E) evaluating the causes of gaps between expected and actual performance
________ weakens a given promotion’s ability to trigger an immediate purchase.
A) A customer-oriented promotion mix
B) Promotion clutter
C) Puffery
D) Local marketing
E) Niche marketing
Critics claim that firms are harmed and competition is reduced when companies expand
by ________.
A) developing their own new products
B) diversifying into new industries
C) acquiring competitors
D) developing new markets
E) initiating joint ventures
Which of the following statements is true regarding social classes in the United States?
A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.
Which of the following involves the producer agreeing not to sell to other dealers in a
given area, or the buyer agreeing to sell only in its own region?
A) closed loop marketing
B) uniform-delivery pricing
C) exclusive territorial agreement
D) cross merchandising
E) nationalized marketing
Which of the following is a positive aspect of a competitor-centered company?
A) It carries out its own customer relationship strategy.
B) It bases its own moves on competitors’ moves.
C) It searches out competitors’ weaknesses.
D) It concentrates its resources on delivering superior value to target customers.
E) It ends up seeking innovative ways to create more value for customers.
Advertising objectives should be based on the marketing mix, positioning, and
________.
A) differentiation
B) past decisions about the target market
C) costs of different media choices
D) ability to create special events
E) novelty of the product advertised
________ is the process by which people select, organize, and interpret information to
form a meaningful picture of the world.
A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization
________ involves changing the product to meet local requirements, conditions, or
wants.
A) Product invention
B) Straight product extension
C) Standard global marketing
D) Communication adaptation
E) Product adaptation
Which of the following is used in an attempt to dominate the market through a pricing
strategy?
A) price increase
B) match competitors’ pricing
C) price cuts
D) quantity discounts
E) custom prices
________ segmentation divides buyers into different segments based on social class,
lifestyle, or personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic
Spartan Sportsgear is a company that sells sports equipment for adventure sports. It
recently launched ExtremeSpartan.com to showcase products and provide testimonials
of famous adventure sports athletes who use Spartan’s products. It also includes videos
and blogs. Which of the following best describes ExtremeSpartan.com?
A) branded community Web site
B) digital catalog
C) social network
D) podcast
E) blog
In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
Good Green Grocer wants to keep its customers happy. Its marketing strategy should be
designed with this goal. Which strategy focuses on satisfying the needs of Good Green
Grocer’s customers?
A) societal marketing
B) customer-value marketing
C) sense-of-mission marketing
D) innovative marketing
E) consumer-oriented marketing
Many companies today are localizing their products, advertising, promotion, and sales
efforts to fit the needs of individual regions, cities, and neighborhoods. This is an
example of ________.
A) geographic segmentation
B) product diversification
C) branding
D) psychographic segmentation
E) demographic segmentation
Tropicana promotes drinking orange juice at any time of day as a cool, refreshing drink.
The market segmentation approach Tropicana is using is ________.
A) occasion segmentation
B) benefit segmentation
C) age and life-cycle segmentation
D) gender segmentation
E) behavioral segmentation
What distribution strategy does Kimberly’s Crown use?
A) exclusive
B) intensive
C) selective
D) inclusive
E) extensive
The use of short-term incentives to encourage the purchase or sale of a product or
service is called ________.
A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
________ positioning involves meeting consumers’ lower performance or quality
requirements at a much lower price.
A) More for less
B) Less for much less
C) Same for less
D) More for more
E) More for the same
A ________ generally contains between 5 and 15 stores. It is close and convenient for
consumers, usually contains a supermarket, perhaps a discount store, and several
service stores such as a dry cleaner, a drugstore, and a hardware store.
A) regional shopping center
B) community shopping center
C) neighborhood shopping center
D) warehouse club
E) factory outlet
________ are consumer products that the consumer either does not know about or
knows about but does not normally think about buying.
A) Specialty products
B) Convenience products
C) Unsought products
D) Shopping products
E) Capital items
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor is called ________ and includes broadcast, mobile, print, and
online forms.
A) sales promotion
B) advertising
C) direct and digital marketing
D) personal selling
E) public relations
Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive
budget for the market research he currently needs to conduct. He requires a large
sample size for his research in order to arrive at insightful conclusions. Additionally, he
wants to have excellent control over his sample. Keeping in mind his restrictive budget
and other specifications, which of the following methods of contact would you advise
Jaime to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews
Porsche is a German automobile manufacturer that competes against BMW and Audi,
but only in the sports car and SUV segments of the automobile market. Porsche utilizes
a(n) ________ strategy.
A) overall cost leadership
B) focus
C) middle-of-the-roaders
D) market segmentation
E) blue ocean
A recent study conducted by Estelle Cosmetics Company showed that heavy users of
Estelle’s products comprise a small percentage of the market. The study indicated that
less than 7 percent of all shoppers buy nearly 71 percent of Estelle’s products in the
United States. This is an example of ________.
A) benefit segmentation
B) segmentation by loyalty status
C) segmentation by usage rate
D) psychographic segmentation
E) occasion segmentation
Which of the following is a risk associated with international trade?
A) technological obsolescence
B) highly unstable governments
C) market monopolization
D) lack of trade barriers
E) currency stagnation
Which of the following is true of market-penetration pricing?
A) It should be used when the product’s quality and image support a high price.
B) It involves setting a high price for a new product to appeal to the elite in society.
C) It results in drawing in large numbers of buyers quickly, winning a large market
share.
D) It is best used in conjunction with a market-skimming pricing strategy.
E) It results in the company making fewer and less profitable sales.
In a(n) ________, leadership is assumed not through common ownership or contractual
ties but through the size and power of one or a few dominant channel members.
A) horizontal marketing system
B) administered VMS
C) corporate VMS
D) contractual VMS
E) conventional VMS
Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions,
and districts. Ravenshaw Corp. is most likely an example of a ________.
A) geographic organization
B) product organization
C) functional organization
D) niche marketer
E) mass marketer
________ is an approach to cost reduction in which components are studied carefully to
determine if they can be redesigned, standardized, or made by less costly methods of
production.
A) Proposal solicitation
B) General needs description
C) Order-routine specification
D) Cost-benefit analysis
E) Product value analysis
