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When sellers focus on existing needs and lose sight of underlying customer wants, they
suffer from marketing myopia.
At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and
marketing department tend to have disagreements when things go wrong with a
customer. The marketers blame the salespeople for poorly executing their strategies,
while the salespeople blame the marketers for being out of touch with customers.
Which of the following steps should upper management at Price & Wallace take to help
bring the sales and marketing functions closer together?
A) establish a customer sales force structure and make sure that sales quotas are easily
achievable
B) establish a complex sales force structure
C) emphasize traditional methods of selling
D) adopt a sales force automation system and implement team selling
E) appoint a high-level marketing executive to oversee both marketing and sales
Which of the following refers to a probability sample in which the population is divided
into mutually exclusive groups (such as blocks), and the researcher draws a sample of
the groups to interview?
A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample
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
Using interactive TV can allow consumers to perform all the following tasks during a
company's ad EXCEPT ________.
A) see what other sizes or colors are available
B) identify a nearby location at which the product is available
C) access additional product information
D) order the product
E) send product information to another device
In addition to sending samples of sheet music to schools, Gary sends school music
directors messages with links to sample digital clips of the compositions. What kind of
marketing is this?
A) e-mail marketing
B) viral marketing
C) kiosk marketing
D) mobile marketing
E) catalog marketing
The ________ was established by the Direct Marketing Association.
A) Privacy Promise to American Consumers
B) Trusted Email Open Standard
C) Children's Online Privacy Protection Act
D) CAN-SPAM legislation
E) Do Not Call Registry
A ________ refers to the way a product is defined by consumers on important attributes
—the place the product occupies in consumers' minds relative to competing products.
A) core competency
B) value stream
C) value proposition
D) product position
E) product specification
Which of the following is true about online direct marketing?
A) Online direct marketing is also referred to as multi-level marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Online direct marketing allows sellers to create immediate, timely, and personal
offers.
D) Online direct marketing involves two or more intermediaries.
E) In online direct marketing, outside and inside sales forces coordinate to provide
value products to customers.
Railroads were once operated based on the thinking that users wanted trains that would
offer the most in quality, performance, and innovative features. The railroad managing
companies overlooked the fact that there could be other modes of transportation. This
reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
The simplest way to enter a foreign market is through ________.
A) joint venturing
B) direct investment
C) exporting
D) joint ownership
E) contract manufacturing
________ is a type of service offered by those retailers who serve customers that are
willing to perform their own "locate-compare-select" process in order to save money.
A) Limited-service
B) Self-service
C) Full-service
D) Specialty-service
E) Wholesaling
Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a
contest calling for customers to create commercials for the restaurant. Winning entries
will be posted on the organization's home page. Elisandra's plan is an example of
________.
A) consumer-generated marketing
B) partner relationship management
C) customer lifetime value
D) community development around a brand
E) customer divestment
Some companies obtain the rights to use the names or symbols previously created by
other manufacturers for a fee. This process is known as ________.
A) multibranding
B) positioning
C) segmenting
D) co-branding
E) licensing
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
When one of the stores complains that the jewelry they're being given is inferior to the
jewelry Kimberly sells to other stores, Kimberly experiences ________ conflict.
A) horizontal
B) multitiered
C) vertical
D) intensive
E) subjective
Which of the following would a marketer LEAST likely do to encourage habitual
buying behavior?
A) dominate shelf space
B) run frequent reminder ads
C) keep shelves fully stocked
D) stress unique features in ads
E) offer lower prices and coupons
Ralph works for a manufacturing company in Ohio. Recently, he called in a department
manager to assist in the purchase of some heavy machinery. After consulting the
department manager, Ralph is considering a change in product specifications and
characteristics and expects suppliers to meet his requirements. Which of the following
is evident here?
A) modified rebuy
B) new task
C) straight rebuy
D) product differentiation
E) reverse auction
Which of the following is LEAST likely a characteristic of business-to-business
e-procurement?
A) greater access to new suppliers
B) lower purchasing costs
C) quick order processing and delivery
D) an increase in the derived demand
E) less paperwork
________ can adopt one of two competitive strategies: they can challenge the leader or
they can play along with competitors and not rock the boat.
A) Runner-up firms
B) Market nichers
C) Global investors
D) Localized marketers
E) Market developers
In 2005, ________ established a free trade zone between the United States and Costa
Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, and Nicaragua.
A) CAFTA-DR
B) FTAA
C) CAN
D) NAFTA
E) the EU
The "bottom of the pyramid" refers to ________.
A) the world's poorest consumers
B) the middle classes of Brazil, Russia, India, and China
C) a market with little or no purchasing power
D) people with easy access to luxury goods
E) the middle class of high-income countries
For a market penetration-price strategy to succeed, which of the following is LEAST
likely to be true?
A) Production costs decrease as sales volume increases.
B) A low price triggers market growth.
C) Distribution costs decrease as sales volume increases.
D) Low prices must inhibit competition from entering the market.
E) The strategy can be changed quickly, to a higher-priced position, with no negative
impact.
Which of the following is NOT likely to be a question asked in the new product
screening process?
A) Is there a real need and desire for the product?
B) Is there a clear product concept?
C) Does the product offer a sustainable advantage?
D) How many items will the company sell in the first two years?
E) Does the product fit the company's overall growth strategy?
In advertising, puffery is a term that refers to ________.
A) a straightforward promotional message
B) innocent exaggeration for effect
C) hidden advertising messages to consumers
D) subliminal appeals to consumers
E) value-added promotions
Which of the following is a disadvantage of using a differentiated marketing strategy?
A) It generates far lower sales compared to an undifferentiated marketing strategy.
B) Customer loyalty is negatively impacted and difficult to obtain.
C) The costs of doing business increase.
D) Quality control problems increase.
E) Product safety decreases.
Many approaches to developing effective competitive marketing strategies exist. There
may be ________ between the formulated side of marketing and the creative side, as
creativity and passion help build and maintain success.
A) collaboration
B) strong disagreements
C) managerial conflicts
D) productive meetings
E) constant tension
The greater the number of channel levels in a marketing channel, the ________.
A) less distance between producer and end-consumer
B) greater the channel complexity
C) less time it takes for products to reach end-consumers
D) greater the control producers have over the distribution of their products
E) greater the control producers have over the demand of their products
World product groups, geographical organizations, and international subsidiaries are all
options for organizing a(n)________.
A) export department
B) indirect exporting venture
C) joint ownership
D) international division
E) standardized global marketing strategy
When starting their business, John and Barb would most likely have benefitted from
understanding ________.
A) social media
B) buzz marketing
C) public relations campaigns
D) network television advertising
E) integrated marketing communications
Which of the following is a traditional sellers' right?
A) the right to create a monopoly in the market
B) the right to acquire competitors to prevent competition
C) the right to promote any product to any audience
D) the right to add additional taxes if necessary
E) the right to introduce any product in any size and style
The decision to use an NBA star player to communicate the desirability of Nike
basketball shoes represents the ________ process of the communication model.
A) sourcing
B) messaging
C) acknowledging
D) decoding
E) encoding
In the case of ________ exporting, sellers handle their own exports.
A) direct
B) licensed
C) indirect
D) countervailing
E) multilateral
Which of the following does NOT apply to a customer-centered company?
A) watching customer needs evolve
B) deciding what customer groups are the most important to serve
C) matching or extending industry practices
D) focusing the resources on delivering superior value to target customers
E) setting long-range strategies that make sense
Style simply describes the ________ of a product.
A) quality
B) appearance
C) utility
D) durability
E) long-term benefits
Explain the common problems that international marketing researchers encounter.
What does a market segment consist of?
How does a personality symbol impact a brand?
Identify the major sources of external new product ideas and explain why these sources
offer advantages over internal sources.
Company X, a manufacturer of office supplies, follows the selling concept. Explain
how the firm may lose sight of customer relationships with this marketing orientation.
Define total costs.
Explain concept testing.
Why is niching profitable?
What is the FTC three-day cooling off rule? What purpose does the rule serve?
What are the different steps in the selling process? Briefly describe each step.
What are the different internal factors that affect a firm's pricing decisions?
What is a value delivery network?
Identify the three major ways a company can manage its international marketing.
What is involved in pollution prevention? Give at least one example.
What are the advantages of multichannel distribution systems?
Describe the types of products that are selectively distributed and provide examples.
What is competition-based pricing?
Distinguish between an outside sales force and an inside sales force.
What is an advertising objective? What are the three primary types of advertising
objectives?
How can marketers reach the Millennials effectively?
