Which of the following would be information included in a UPC code?
A) the customer’s contact information
B) the ingredients of the product
C) the manufacturer of the product
D) the retailer of the product
E) the expiration date of the product
Through ________ pricing, a marketer pays for an advertisement based on the number
of times users select the advertisement and are directed to the product’s webpage.
A) cost per impression
B) cost per customer
C) cost per order
D) cost per click
E) cost per conversion
Which of the following is the series of firms or individuals that facilitate(s) the
movement of a product from the producer to the final customers?
A) the industrial network
B) the retailer chain
C) the multilevel network
D) the channel of distribution
E) the conventional marketing system
A large retail store that wants to offer a broader variety of products or services on site
than it would otherwise carry would most likely make an arrangement with a(n)
________.
A) leased department
B) convenience store
C) variety store
D) factory outlet
E) off-price retailer
After the business analysis phase of the new product development process, a physical
version of the product is typically developed. This is called a ________.
A) test market
B) focus group
C) business analysis
D) product concept
E) prototype
The ________ consists of the tools an organization uses to create a desired response
among a set of predefined consumers.
A) distinctive competency
B) market position
C) value proposition
D) differential benefit
E) marketing mix
Once an organization has developed its distribution objectives, it should next ________.
A) identify the channel leader
B) determine a distribution budget
C) select the optimum number of channel levels
D) define the target market and articulate the market segmentation strategy
E) evaluate the internal and external environments
The creative strategy for an advertising campaign is summarized in a(n) ________.
A) agency contract
B) account plan
C) media plan
D) creative brief
E) message objective
When considering the four Ps in international marketing, advocates of ________ focus
on the unique characteristics of cultures and argue for products and promotional
messages tailored to each culture.
A) nationalization
B) standardization
C) localization
D) expropriation
E) ethnocentricism
During tax season, you’re likely to see more TurboTax ads on Google pages, even if you
aren’t searching for tax software. This is an example of ________ segmentation.
A) geodemographic
B) psychographic
C) usage occasion
D) demographic
E) geotargeting
Nongovernmental organizations are also known as ________.
A) consumer organizations
B) public organizations
C) private organizations
D) not-for-profit organizations
E) for-profit organizations
Which of the following occurs when manufacturers or wholesalers attempt to force
retailers to charge a certain price for their products?
A) horizontal price fixing
B) vertical price fixing
C) predatory pricing
D) internal reference pricing
E) assimilation pricing
As a manufacturer increases price, the ________ drops.
A) target
B) break-even point
C) marginal revenue
D) total cost
E) variable cost
One of the advantages of test marketing is the ________.
A) low cost
B) ability to keep information from falling into competitors’ hands
C) opportunity to survey prospective customers
D) ability to evaluate a product and its marketing program before commercialization
E) opportunity to sell existing products to a core customer base
Which of the following is a set price or price range in consumers’ minds that they refer
to in evaluating a product’s price?
A) dynamic price
B) internal reference price
C) suggested retail price
D) captive price
E) value price
In terms of the communication model, the animated M&M candies in television
commercials ________.
A) are representatives of the source
B) are feedback mechanisms
C) are the medium
D) introduce noise
E) encode the message
Which of the following allow shoppers to bid on everything from bobble heads to
health-and-fitness equipment?
A) freemiums
B) shopbots
C) reverse auctions
D) online auctions
E) list prices
The four Ps are the components of the ________.
A) marketing environment
B) functional planning mix
C) marketing mix
D) marketing concept
E) controls
A ________ is a set of people a consumer wants to please or imitate.
A) culture group
B) family lifestyle group
C) perception group
D) reference group
E) social class group
In one-to-one marketing, what is the next step after a marketer has identified customers
and knows them in as much detail as possible?
A) interact with the customers and find ways to improve cost efficiency
B) make efficiency of interactions with customers the priority
C) differentiate among these customers in terms of both their needs and their value to
the company
D) customize some aspects of the products or services offered to each customer
E) implement a mass customization program
The management team at Home Help, a consumer products manufacturer, is
considering entering several different foreign markets and is in the process of analyzing
each potential market’s economic environment. Which of the following measures would
best help the management team understand the comparative cost of consumer products
in each market?
A) gross national product (GNP)
B) the Big Mac Index
C) the per capita gross domestic product (GDP)
D) the standard of living
E) gross domestic product (GDP)
The environment in which service is delivered is referred to as the ________.
A) service encounter
B) servicescape
C) commercescape
D) operational factor
E) locational factor
Kao Corp., which makes Ban deodorant, invited teenage girls to make an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) the wisdom of crowds
B) the production concept
C) the selling orientation
D) open-source modeling
E) consumer-generated content
Yelp and TripAdvisor are both examples of ________.
A) virtual worlds
B) geospatial platforms
C) product review sites
D) social networking sites
E) avatars
Which of the following is LEAST likely to happen at a full-service retailer?
A) Customers have access to alteration services.
B) Gift wrapping services are offered.
C) Customers seek and receive helpful guidance from trained sales associates.
D) Customers handle their own checkout process.
E) Product consultants are available to answer specialized questions.
Which generation was referred to as “busters” and was thought of as slackers who are
cynical about marketing?
A) Generation Y
B) Generation X
C) Baby boomers
D) Millennial
E) Generation Z
Raw, unorganized facts that need to be processed are called ________.
A) information
B) samples
C) data
D) insights
E) research
In a(n) ________ structure, there are many sellers, each having slightly different
products and each having only a small share of the market.
A) monopoly
B) oligopoly
C) monopolistic competition
D) perfect competition
E) natural competition
The publisher of Lifting Life, a magazine and website about weightlifting, wants to
develop a clear picture of how readers of the magazine and its competitors feel about
the magazine. In order to accomplish this, Lifting Life will likely need to analyze
________ retrieved from social media posts related to weight lifting.
A) optimized data
B) structured data
C) unstructured data
D) market basket data
E) converted data
Enforcing laws against ________ is complicated because such practices are similar to
the legal practice of “trading up.”
A) price bundling
B) captive pricing
C) bait-and-switch tactics
D) prestige pricing
E) placebo effect pricing
Procter & Gamble introduced its Duncan Hines ready-to-spread frosting in a small
geographic area. When General Foods became aware of the product, it rushed to market
its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines
product introduction. General Foods was able to enter the ________ stage of the
new-product development process before Procter & Gamble could.
A) commercialization
B) business analysis
C) idea generation
D) screening
E) product concept development
A ________ orientation is a management philosophy that focuses on ways to satisfy
customers’ needs and wants.
A) consumer
B) promotion
C) selling
D) production
E) quality