Puffery is a term for a(n)________.
A) straightforward promotional message
B) claim of superiority that cannot be proven or disproven
C) emotional appeal to customers
D) subliminal appeal to customers
E) value-added promotion
Which of the following accurately describes a product category manager?
A) A product category manager works for a company that relies solely on individual
branding.
B) A product category manager is responsible for moving a company’s product mix
from generic to branded.
C) A product category manager coordinates the development of brand equity for a
specific brand name.
D) A product category manager is also called a sales manager.
E) A product category manager coordinates the mix of product lines within a general
product category and is responsible for the addition of new product lines.
When marketers at P&G selected Generation Y, a demographic that includes college
students, as an untapped group of potential customers for their Febreze line of products,
they were executing which of the following?
A) market segmenting
B) undifferentiated targeting
C) differentiation
D) targeting
E) positioning
When Circuit Town Electronics sets its televisions at three price levels of $699, $899,
and $1,099, it is most likely using ________.
A) price fixing
B) price lining
C) penetration pricing
D) skimming pricing
E) loss leader pricing
Alcoholism and cigarette smoking are both examples of ________.
A) anticonsumption behaviors
B) “bait-and-switch” behaviors
C) consumer addictions
D) shrinkage
E) consumed consumer behaviors
The ________ step in the hierarchy of effects calls for marketers to inform the target
market that there is a new brand on the market, often by using simple, repetitive
advertising in a variety of media.
A) awareness
B) knowledge
C) demand
D) desire
E) purchase
What is the next step in the business buying decision process after the product
specifications are written?
A) obtain written or verbal bids
B) evaluate alternatives
C) scan trade publications
D) evaluate vendors
E) set price ceiling
An SBU fits into the ________ category of the BCG model when sales have been
steady and the firm has a large market share it can sustain with minimal funding.
A) exclamation point
B) dog
C) cash cow
D) star
E) question mark
The two main types of samples used by researchers are ________.
A) reliable and nonreliable
B) probability and nonprobability
C) valid and invalid
D) static and dynamic
E) longitudinal and latitudinal
Ruth Terry is a realtor. In her ads, Terry offers the free use of a moving truck to every
customer she helps either buy or sell a house. This free use of a moving truck is an
example of ________.
A) a benefit
B) a demand
C) business-to-business marketing
D) a need
E) the rentrepreneur trend
Which of the following statements about radio as an advertising medium is true?
A) Radio advertising is typically quite expensive.
B) National radio advertising opportunities are simple to purchase.
C) One advantage of radio advertising is its flexibility.
D) Radio prohibits the use of segmentation strategies.
E) Radio is defined as a place-based medium.
For which of the following operations would telemarketing efforts likely be the most
successful and the most profitable?
A) selling magazine subscriptions to consumers
B) selling double-pane windows to home owners
C) selling plastic bottles to a bottling company
D) asking people for charitable donations
E) selling vacation packages to people who earn $50,000 or more annually
Making adjustments to the marketing plan is part of which stage of market planning?
A) SWOT analysis
B) portfolio analysis
C) implementation and control of the marketing plan
D) situation analysis
E) development of marketing objectives
Which type of research generates nonnumeric results that provide detailed verbal or
visual information about consumers’ attitude?
A) data mining
B) qualitative research
C) quantitative research
D) causal research
E) descriptive research
The theft and unauthorized repurposing of intellectual material via the Internet is called
________.
A) subscription boxing
B) product diversion
C) online distribution piracy
D) disintermediation
E) taking title
Which of the following data collection methods is generally the least flexible?
A) telephone interviewing
B) face-to-face interviewing
C) mail questionnaires
D) online questionnaires
E) mall intercepts
Which of the following is true about generic brands?
A) They are national brands.
B) They were first developed during the last period of economic prosperity in the
United States.
C) They were designed to appeal to the price-conscious consumer.
D) They are store brands.
E) They are manufacturer brands.
A new “smart” refrigerator has been designed with sensors that send information to the
manufacturer about the refrigerator’s use and performance. One advantage of the system
is that it will detect any possible performance issues before they interfere with
consumer use of the refrigerator and communicate that information to both the
manufacturer and consumer so that service and/or repairs can take place immediately.
This is an example of ________.
A) the Internet of Things
B) a data warehouse
C) data mining
D) sentiment analysis
E) unstructured data
Four characteristics are used to differentiate services from goods. Which of the
following is NOT one of those characteristics?
A) intangibility
B) perishability
C) variability
D) personalization
E) inseparability
Using the method of ________, unstructured data such as social media posts can be
categorized into a wide range of complex feelings and emotions.
A) sentiment analysis
B) emotion analysis
C) predictive analytics
D) market basket analysis
E) search engine optimization
A flash mob is a type of ________.
A) lobbying
B) guerilla marketing
C) sponsorship
D) crisis management
E) ambient advertising
Which of the following marketing strategies are most similar to one other?
A) customized marketing and differentiated targeting
B) mass customization and micromarketing
C) undifferentiated targeting and concentrated targeting
D) concentrated targeting and customized marketing
E) differentiated targeting and micromarketing
MRO products are goods that businesses use for ________.
A) management, research, and ordering
B) marketing, relationship-building, and operating
C) maintenance, research, and organizing
D) maintenance, repair, and operating
E) marketing, research, and organizing
Which of the following types of ads can users block with Internet access software
applications?
A) banners
B) buttons
C) pop-ups
D) search engine listings
E) directory listings
Which promotional mix strategy directs marketing efforts toward market channel
members?
A) push
B) pull
C) hierarchy of effects
D) permission marketing
E) crowdsourcing
There are ________ different types of SBUs represented within the BCG
growth-market share matrix.
A) two
B) three
C) four
D) five
E) six
When Coca-Cola purchased Culiangwang Beverages Holding Ltd, a company known
for marketing multigrain health drinks, the company was pursuing a ________ strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
Which of the following is NOT a form of one-to-one marketing?
A) social networking
B) direct marketing
C) database marketing
D) trade sales promotion activities
E) personal selling
Valeo Fashions has just introduced a new line of fashion dresses for teens. The line will
initially enter the market at high prices in a ________ strategy.
A) penetration pricing
B) skimming price
C) keystoning
D) yield management pricing
E) value pricing
Marlene Arau is a member of the sales force at Urban Fashions, a clothing
manufacturer. Marlene is getting ready for a first meeting with a wholesaler who is a
potential customer, and she is preparing herself by learning as much as she can about
the wholesaler’s organization. Marlene is in the ________ step of the personal selling
process.
A) prospect and qualify
B) preapproach
C) approach
D) handle objections
E) follow-up
Mass marketers such as Walmart often ignore market segment differences and target the
whole market with one offer. What is this approach to targeting?
A) undifferentiated targeting
B) differentiated targeting
C) target marketing
D) concentrated targeting
E) mass customization
________ is the extent that the research design was set to measure what was intended to
be measured.
A) External validity
B) Internal validity
C) External reliability
D) Internal reliability
E) Representativeness
Heavy equipment, which includes items such as buildings and robotics, is also referred
to as ________.
A) component parts
B) capital equipment
C) accessory equipment
D) operating supplies
E) specialized services
Which of the following is true about functional planning?
A) It is conducted by the various functional areas of a firm.
B) It is also called hierarchical management.
C) It covers a longer time span than strategic planning does.
D) It covers a shorter time span than operational planning does.
E) It is the same as strategic planning.
________ is the first, or “big picture,” level of planning.
A) Strategic planning
B) Functional planning
C) Operational planning
D) Product development
E) Business planning