Melissa is campaigning for Janet, her friend, who is contesting for the presidency of the
student council at Riverdale Junior College. Melissa’s effort is an example of _____
marketing.
a. cause
b. person
c. place
d. organization
“Buy three shock absorbers and get the fourth free,” as advertised by an auto repair
shop, is an example of _____ pricing.
a. unit
b. variable
c. promotional
d. product-line
Which of the following is used to identify the firm’s strengths, weaknesses,
opportunities, and threats within the marketing environment?
a. Business portfolio analysis
b. Breakeven analysis
c. SWOT analysis
d. Marginal analysis
Employee unions generally view outsourcing as a:
a. way to stay competitive and preserve jobs.
b. bargaining tool for higher wages.
c. threat to their jobs and means of livelihood.
d. means of reducing the overhead costs on production processes.
_____ is the sum of all goods and services produced by a nation in a year.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
The pricing strategy is the area of marketing that receives the least amount of public
scrutiny.
a. True
b. False
The Gillette Company has a long history of developing shaving–related products for
men and women. In addition, it continuously produces products that feature
improvements to existing technologies, including three–bladed disposable razors and
ergonomically superior handle designs.
To maintain its success in new product development, Gillette regularly organizes
several small focus groups comprising people who shave in order to gain insights into
what these individuals look for in a razor/blades/shaving system. At which step of the
new–product development process is Gillette when it conducts these focus groups?
a. idea generation step
b. commercialization step
c. development step
d. business analysis step
e. screening step
A(n) _____ gathers a group of specialists from different areas in an organization to
work together in developing new products.
a. quality circle
b. venture team
c. new–product department
d. market development committee
A CEO of a family-owned garden equipment company had long championed
countertrade as a way to gain access to foreign markets. Starting more than two decades
ago, the firm traded its tools for landscape products made in the former Soviet Union.
What is likely to be the method of trade used between the company and Russia today?
a. continuing to use countertrade with its history of success
b. changing to normal exporting of the garden tools to Russia
c. changing to routine importing of the garden tools into the United States
d. subcontracting production to a Russian-owned facility
e. licensing their garden tools to a Russian manufacturer
During the introductory stage of the product lifecycle, the public becomes acquainted
with the item’s merits and begins to accept it.
a. True
b. False
Most firms that use a customer-oriented organizational structure to strengthen their
relationship with the largest customers adopt:
a. geographic organization.
b. decentralization.
c. a vertical structure.
d. a national accounts organization.
A _____ marketing strategy focuses on producing several products and pricing,
promoting, and distributing them with several marketing mixes designed to satisfy
smaller segments.
a. mass
b. differentiated
c. societal
d. demographic
It can be said that the buying power enjoyed by customers has increased with Internet
presence as the Internet provides detailed information that is not easily available
elsewhere.
a. True
b. False
David is recently divorced and his ex-wife took most of their kitchen equipment when
she relocated. He’s decided to host a Pampered Chef party and invite friends who enjoy
cooking. He knows that they will enjoy sampling various dips and dishes and will likely
buy an item or two. He can purchase Pampered Chef items at a discount and may even
earn free items as a benefit of hosting the party. Pampered Chef is classified as a(n):
a. direct sales retailer
b. mass merchandiser
c. specialty retailer
d. retail cooperative
Retailers such as Walmart achieve everyday low pricing by negotiating better prices
from suppliers and by cutting their own costs.
a. True
b. False
In the automobile industry, suppliers of components and assemblies frequently build
plants close to their customers.
a. True
b. False
Josh usually buys one brand of orange juice but, occasionally, will buy a competitive
brand if it’s on sale. Josh is exhibiting brand insistence.
a. True
b. False
A need is an imbalance between the consumer’s actual and desired states.
a. True
b. False
When you open an organic food store, you intend to follow a second mover strategy.
Choose the benefit(s) of this approach.
a. You can observe and avoid the mistakes of Whole Foods and other innovative
retailers.
b. You can be the first to enter this market.
c. You may be able to improve upon the innovations of first movers.
d. You can promote this strategy in your advertising.
e. Second movers can charge less than first movers.
The four basic determinants of a market-specific segmentation strategy include
company resources, competitors’ strategies, stage in the product lifecycle, and:
a. product demand.
b. product homogeneity.
c. environmental constraints.
d. organizational efficiencies.
_____ are computer systems that assemble, store, manipulate, and display data by their
location.
a. target market
b. market segmentation
c. cohort effect
d. primary metropolitan statistical area
e. differentiated marketing
f. concentrated marketing
g. micromarketing
h. positioning map
i. VALS
j. AIO statement
k. core region
l. consumer product
m. demographic segmentation
n. Pareto’s law
o. psychographic segmentation
p. geographic information systems
q. positioning
r. geographic segmentation
s. business product
t. mass marketing
DailyHub is a popular website that allows users to post reviews and news items on the
latest electronic gadgets in the market. DailyHub is an example of a social news site.
a. True
b. False
Every marketing plan requires a budget, a time schedule for implementation, and a
system for monitoring the plan’s success or failure.
a. True
b. False
As you plan to expand your children’s clothing line internationally, you realize the
necessity of considering the marketing environment. In particular, you are worried
about potential new trade restrictions that could be imposed by other countries. Your
concern primarily involves which dimension of the marketing environment?
a. Economic.
b. Socialcultural.
c. Competitive.
d. Politicallegal.
e. Technological.
Companies that follow category management process define the category based on the
target market’s needs.
a. True
b. False
The term “buzz marketing” refers to a promotional effort in which a dedicated sales
team is assigned to a firm’s major customers to provide sales and service.
a. True
b. False
Wesley Pvt. Ltd., can avoid marketing myopia by finding innovative ways to reach new
markets with existing goods and services.
a. True
b. False
Not-for-profit organizations practice market segmentation.
a. True
b. False
The 2016 results of the ACSI for limited service fast-food restaurants show a 2 point
increase from 2015 to 2016 – from an average score of 77 to 79. Chick-fil-A scored the
highest with an index rating of 87 compared to a 69for McDonald’s. The ACSI is a
measure of customer _________.
a. satisfaction
b. retention
c. loyalty
d. engagement
Tim works for an ice-cream manufacturer. Tim’s department handles the supplies of
dairy, nuts, and sweeteners that go into the daily production. In addition, they make sure
that the suppliers give them good quality products at an optimal price as the freshness
of these products ensures the quality of the company’s ice cream. Tim is most likely
involved with:
a. horizontal integration.
b. upstream management.
c. forward integration.
d. reverse management.
Automobile manufacturers and food processing companies segment a particular
geographic region based on the same factors.
a. True
b. False
Jacqueline plans to purchase a 40-inch flat-screen television. After reading Consumer
Reports, comparing technologies and prices on the Internet, and talking with friends
and family who have made similar purchases, Jacqueline makes her selection. The
component of attitude that is most apparent in this situation is the cognitive component.
a. True
b. False
Which of the following trade barriers puts a complete ban on the import of specified
products?
a. Import quota
b. Embargo
c. Revenue tariff
d. Subsidy
A(n) _____ is an internationally recognized standard that ensures that a company’s
goods, services, and operations meet established quality levels.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise