Modern strategic planning ________.
A) exclusively consists of a company’s short-term goals
B) is decentralized
C) does not involve cross-functional teams
D) does not take the overall mission of the company into consideration
E) is highly centralized
Service ________ means that services cannot be stored for later sale or use.
A) consistency
B) perishability
C) variability
D) intangibility
E) inseparability
________ are complex behavioral systems in which people and companies interact to
accomplish individual, company, and channel goals.
A) Customer relationship management systems
B) Distribution channels
C) Partner relationship systems
D) Consumer bases
E) Buying centers
Gen Zers are highly mobile, connected, and social. They base their purchases on
________.
A) input from their friends
B) text messages
C) social media ratings
D) product research on their own
E) their parents’ opinions
Online ads that incorporate animation, video, sound, and interactivity are called
________.
A) search-related ads
B) rich media ads
C) content-based ads
D) digital catalogs
E) parody ads
Which of the following is true with regard to the diversity segment of U.S. adults with
disabilities?
A) Most individuals with disabilities are active consumers.
B) The market represented by U.S. adults with disabilities is smaller than that
represented by African Americans or Hispanics.
C) The diversity segment, U.S. adults with disabilities, is a rather unattractive segment
for the tourism industry.
D) The annual spending power of U.S. adults with disabilities is less than $100 billion.
E) Most companies are reluctant to reach out to consumers with disabilities.
Which kind of social media networks are smaller communities likely to join or create?
A) blog
B) niche
C) Internet
D) video
E) commercial
A ________ is the way consumers perceive an actual or potential product.
A) product idea
B) product concept
C) product image
D) brand personality
E) concept test
Which of the following is the adoption process stage at which the consumer considers
whether trying the new product makes sense?
A) awareness
B) interest
C) evaluation
D) adoption
E) trial
The more formal “business attire” look of corporate dress of the 1980s and 1990s gave
way to the “business casual” look of the 2000s and 2010s. This is an example of a
________.
A) style
B) fashion
C) fad
D) subculture
E) norm
________ are wholesalers who serve grocery and drug retailers, mostly in nonfood
items. They price the goods, keep them fresh, set up point-of-purchase displays, and
keep inventory records.
A) Purchasing agents
B) Rack jobbers
C) Drop shippers
D) Cash-and-carry wholesalers
E) Manufacturers’ agents
An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as
trendsetters who try out new products in the market before others. These three groups
are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
Ways companies have avoided relying on price cuts in the new value-conscious era
include all of the following EXCEPT ________.
A) by adding more affordable product lines for the cost-conscious consumer
B) by redefining the “value” in their value propositions
C) by adding premium product lines for the higher end consumer
D) by offering deep discounts
E) by creating price tiers
Which of the following is included in the second part of the marketing strategy
statement?
A) advertising tagline
B) promotional mix
C) planned price
D) customer segmentation
E) operational excellence
A product-oriented company focuses on ________.
A) the competitors’ products
B) the customers’ needs
C) its own products
D) the selling process
E) the competitors and the customers
Amor, a successful brand of women’s clothing, recently introduced a line of fitness
equipment. This is an example of ________.
A) mass customization
B) niche marketing
C) diversification
D) prospecting
E) product adaptation
Producers motivate channel members using all of the following EXCEPT ________.
A) using strict rules to force compliance with contract terms
B) partner relationship management
C) working to sell through the intermediaries
D) persuading the intermediaries that they are first-line customers
E) convincing channel members that each will enjoy greater success working together
with a common goal
The ________ requires sellers to provide detailed nutritional information on food
products.
A) Fair Packaging and Labeling Act of 1966
B) Nutritional Labeling and Educational Act of 1990
C) Glass-Steagall Act
D) Commodity Futures Modernization Act of 2000
E) Federal Trade Commission Act of 1914
Kellogg’s begins to sell its cereals in new markets after conducting extensive marketing
research. After the cereal begins to appear in these new markets, the company increases
its promotion expenditure to counteract competitive responses. Kellogg’s is in the
________ stage of the product life cycle.
A) introduction
B) growth
C) maturity
D) decline
E) adoption
A company can protect its market share through all of the following EXCEPT
________.
A) continuous innovation
B) attacking its competitors directly
C) preventing or fixing weaknesses
D) fulfilling its value promise to customers
E) pricing its products to be consistent with the customers’ perceived value
For international researchers, ________ is the most obvious obstacle.
A) language
B) technology
C) infrastructure
D) motivation
E) political risk
Which of the following functions is NOT part of managing the marketing process?
A) planning
B) control
C) budgeting
D) implementation
E) organization
The process of evaluating each market segment’s attractiveness and selecting one or
more segments to enter is known as ________.
A) market segmentation
B) diversification
C) market targeting
D) prospecting
E) downsizing
Companies such as Amazon.com and Expedia.com that sell products and services
directly to final buyers exclusively over the Internet are known as ________.
A) transaction sites
B) content sites
C) search engines and portals
D) e-tailers
E) online social media
________ involves sending an offer, announcement, reminder, or other item to a person
at a particular address.
A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing
Almost all major purchases result in ________, or discomfort caused by postpurchase
conflict.
A) need recognition
B) cognitive dissonance
C) consumer ethnocentrism
D) conspicuous consumption
E) consumer capitalism
How do marketers respond to charges of planned obsolescence?
A) Consumers dislike constant style changes.
B) It promotes the all-American value of consumerism.
C) The product will eventually wear out anyway.
D) Most consumers are materialistic.
E) Consumers get tired of old goods.
Profitability increases as a business gains share relative to competitors in its ________.
A) higher market
B) direct market
C) secondary market
D) served market
E) valued market
Micropolitan areas are ________.
A) likely to have a higher crime rate than metropolitan areas
B) less likely to attract telecommuters
C) likely to offer the same advantages as metropolitan areas
D) less likely to offer market expansion opportunities
E) generally unattractive to niche marketers
Which of the following is NOT part of the business market?
A) Kruger Group sells interior security systems to resorts.
B) A country club buys safety equipment for its swimming pool.
C) Maria Theresa shops for her family’s groceries at the local Whole Foods store.
D) A firm buys laptops from Dell for company salespeople to use when traveling.
E) Airmark sells a vinyl printing press to a manufacturer of plastic storage containers.
A longstanding charge against intermediaries is that they mark up prices beyond the
________.
A) value of their services
B) delivery charges
C) going market price
D) promotion cost
E) resale value