________ segmentation has long been used in clothing, cosmetics, toiletries, and
magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic
________ involves setting prices based on the costs for producing, distributing, and
selling the product plus a fair rate of return for effort and risk.
A) Value-based pricing
B) Competition-based pricing
C) Cost-based pricing
D) Penetration pricing
E) Break-even pricing
Which of the following is NOT one of the publics to which a public relations
department must answer?
A) stockholders
B) legislators
C) the press
D) employees
E) suppliers
In business markets with inelastic demand ________.
A) the total demand for products is not much affected by short-term price changes
B) buyers are highly sensitive to price changes
C) derived demand is absent
D) a business purchase usually involves fewer decision participants
E) a business purchase usually does not involve a professional purchasing effort
Which of the following is an example of an industrial economy?
A) Japan
B) China
C) Vietnam
D) India
E) North Korea
The ________, established in 1947 and modified in 1994, was designed to promote
world trade by reducing tariffs and other international trade barriers.
A) WTO
B) NAFTA
C) EU
D) CAFTA-DR
E) GATT
________ refers to purchasing through electronic connections between buyers and
sellers—usually online.
A) E-procurement
B) General need specification
C) Strategic sourcing
D) Proposal solicitation
E) Value chain management
Which of the following is a reason a consumer would follow a company’s blog?
A) The blog offers fresh insights or new ideas about the company or products.
B) The blog provides the consumer with familiar information.
C) The blog allows consumers to communicate with each other.
D) A well-followed blog gives the company influence in the marketplace.
E) Consumers know that companies want them to follow the blog postings.
A five-foot high cardboard display of Terry the polar bear, mascot of Terry’s protein
shake, next to the shelf containing Terry’s products in a supermarket is an example of
a(n) ________.
A) sample
B) point-of-purchase promotion
C) business promotion
D) advertising specialty
E) rebate
The fixed cost in manufacturing a single LED monitor is $40 and the variable cost is
$12. If the company expects to manufacture 5,000 monitors, the total costs would be
________.
A) $60,000
B) $200,000
C) $260,000
D) $420,000
E) $500,000
Azure Air, an airline company, offers attractive prices to customers with tighter budgets.
A no-frills airline, it charges for all other additional services, such as baggage handling
and in-flight refreshments. Which of the following best describes Azure Air’s pricing
method?
A) target profit pricing
B) good-value pricing
C) cost-based pricing
D) break-even pricing
E) penetration pricing
Which of the following is a conventional consumer marketing channel?
A) producer to business distributor to end consumer
B) producer to wholesaler to retailer to end consumer
C) producer to end consumer to business customer
D) producer to retailer
E) producer to business distributor to business customer
According to the text, what location does Coca-Cola consider a promising long-term
growth opportunity?
A) Russia
B) Brazil
C) China
D) Africa
E) India
Which of the following statements is true of viral marketing?
A) Marketers have significant control over where their viral messages end up.
B) Viral marketing gives consumers online places to congregate, socialize, and
exchange views.
C) Because customers find and pass along the message, viral marketing can be very
inexpensive.
D) In viral marketing, links appear alongside search engine results on sites such as
Google and Bing.
E) Viral marketing messages are blocked by most search engines, security software, and
social networking sites.
Most companies are started by individuals who live by their wits. They visualize an
opportunity, take risks, and knock on every door to gain attention. Which of the
following stages in marketing strategy is being illustrated here?
A) exponential marketing
B) formulated marketing
C) entrepreneurial marketing
D) affinity marketing
E) ambush marketing
Which of the following media options would be the LEAST costly for Second Avenue’s
promotional efforts?
A) periodic advertising in a local newspaper that follows a regular monthly schedule
B) daily advertisements on a cable television station
C) daily commercials during the local evening news
D) a billboard placed on the nearest interstate highway
E) a billboard placed in a supercenter
Which message execution style depicts average people using a product in an everyday
setting?
A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence
The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were
enacted to curb the formation of ________.
A) monopolies
B) global partnerships
C) competitive markets
D) internal markets
E) intrastate partnerships
Which of the following statements is true regarding today’s marketing communications?
A) More marketers are shifting away from narrowly defined micromarkets and moving
toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than
finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media
continue to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with
customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today’s consumers are better informed about products and services.
The research plan should be presented in a written proposal. The proposal should
include all of the following EXCEPT ________.
A) the predicted results
B) research objectives
C) how the results will help management’s decision making
D) estimated research costs
E) the information to be obtained
Consumers who mistrust marketing research are more likely to ________.
A) consider marketing research initiatives as genuine endeavors aimed at heightening
customer satisfaction
B) believe that marketers rarely use personal data to manipulate consumer behavior
C) believe that the misuse of research findings is highly unlikely
D) consider marketing research efforts, such as interviewing, intrusions on consumer
privacy
E) feel positive about being personally interviewed by marketers
Happy Pet is a large pet food company that has convinced the retailers and the
wholesalers of the New England area to resell its products. Happy Pet promises to
reimburse the advertising costs to its retailers and wholesalers for advertising its
products. This is an example of a(n) ________.
A) trade promotion
B) point-of-purchase promotion
C) sweepstake
D) price pack
E) advertising specialty
Problems with internal databases include all of the following EXCEPT that ________.
A) data ages quickly
B) the data is in the wrong form for making marketing decisions
C) managing and mining mountains of information requires sophisticated equipment
D) keeping a database current requires major effort
E) information can be accessed more cheaply
________ is an approach in which all the company’s people are involved in constantly
improving the quality of products, services, and business processes.
A) Business intelligence
B) Quality function deployment
C) Total quality management
D) Brand equity management
E) Product positioning
Which of the following is NOT one of a wholesaler’s channel functions?
A) financing
B) risk bearing
C) transportation
D) off-price retailing
E) bulk breaking
The perceived value of different product offers can be reasonably assessed by
________.
A) conducting a SWOT analysis
B) preparing demand curves
C) conducting surveys and experiments
D) collecting data about competitors’ offers
E) setting a benchmark for product quality
Which of the following is an advantage of adding new channels in a multichannel
distribution system?
A) limiting market complexity
B) reducing control over the system
C) expanding sales and market coverage
D) decreasing marketing needs and costs
E) minimizing mass customization of products
In new product buying, the users are often the ________.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
Price setting is usually determined by ________ in small companies.
A) the top managers
B) the marketing department
C) the sales department
D) divisional managers
E) product managers
Companies use secondary data, personal experience, and word of mouth to ________.
A) identify competitors’ target customers and strategies
B) identify competitors’ target locations and market share
C) learn about their competitors’ strengths and weaknesses
D) select competitors to attack or avoid
E) estimate competitors’ sales projections
DivetheBlue, a company marketing deep-sea diving equipment, charges very high
prices for its products. Despite the availability of many low-priced products in the
market, customers seem to prefer DivetheBlue, which has earned a reputation for
selling high-quality products. This exemplifies ________.
A) a pure monopoly
B) an oligopoly
C) a nonprice position
D) break-even pricing
E) target costing
Sigma Inc., a software firm based in California, reordered 50 printers from the
designated provider without any modifications. This is an example of ________.
A) derived demand
B) inelastic demand
C) a straight rebuy
D) a new task
E) a modified rebuy
What action do consumers continue to perform even though a majority are concerned
with identify theft?
A) shopping online
B) searching for product information
C) reading reviews from friends on Facebook
D) sending and responding to e-mail messages
E) watching videos
Through ________, a service firm orients and motivates its customer-contact
employees and supporting service people to work as a team to provide customer
satisfaction.
A) service inseparability
B) social marketing
C) service variability
D) internal marketing
E) corporate image marketing