C-to-B online marketing often involves the interchange of information through Internet
forums that includes customers’ praise for and complaints about products.
A market segment consists of consumers who respond in different ways to a given set
of marketing efforts.
Good marketing communications can speed the demise of a poor product.
A product position is the way a product is defined by consumers on important attributes.
Using value-based pricing, a marketer would not design a product and marketing
program before setting the price.
Spam is unsolicited, unwanted commercial e-mail messages that clog up users’
e-mailboxes.
Ethnographic research involves sending observers to watch and interact with consumers
in their natural environments.
Many large and mature companies get stuck in formulated marketing. They pore over
the latest Nielsen numbers, scan market research reports, and try to fine-tune their
competitive strategies and programs.
Marketing channel design calls for analyzing consumer needs, setting channel
objectives, identifying major channel alternatives, and evaluating those alternatives.
To avoid too few new-product ideas and the failure of many good ideas, management
should install an innovation management system that collects, reviews, evaluates, and
manages new-product ideas.
In a service business, the customer and the front-line service employee interact to
co-create the service.
The new digital world makes it easy for consumers to take marketing content, that once
lived only in advertising, with them wherever they go and share it with friends.
Benefit segmentation requires finding the major benefits people look for in a product
class, the kinds of people who look for each benefit, and the major brands that deliver
each benefit.
Companies are increasingly adopting high-commission plans to make sure that
salespersons are motivated to build long-term relationships with customers.
Which of the following is NOT a major logistics function?
A) inventory management
B) product designing
C) warehousing
D) transportation
E) packaging
Using ________, retailers can share real-time data on sales and current inventory levels
with suppliers.
A) automated storage and retrieval systems (ASRS)
B) vendor-managed inventory (VMI) systems
C) transportation management systems (TMS)
D) warehouse management systems (WMS)
E) distribution center management systems (DCMS)
Which of the following statements is true of the approaches to marketing strategy?
A) Intrepreneurial marketing applies to companies that sometimes lose their marketing
creativity and passion that they had at the start.
B) As small companies achieve success, they inevitably move away from
more-formulated marketing.
C) Within a company, a single strategy exclusively applies to all different businesses
and products.
D) Formulated marketing seldom involves developing formal marketing strategies and
adhering to them closely.
E) Formulated marketing encourages more marketing initiative and “intrepreneurship”
at the local level.
Experimental research is best suited for gathering ________ information.
A) exploratory
B) causal
C) random
D) unstructured
E) descriptive
________ involves thinking ahead in the design stage to create products that are easier
to reuse, recycle, or recover.
A) DSS
B) DFE
C) Sustainability vision
D) New clean technology
E) Pollution prevention
When amusement parks charge customers for admission and later for food and
beverages, they are following a ________ pricing strategy.
A) by-product
B) product line
C) two-part
D) skimming
E) penetration
Countries with ________ economies consist mostly of households with very low family
incomes.
A) industrial
B) industrializing
C) raw material exporting
D) emerging
E) subsistence
________ is an organized movement of concerned citizens, businesses, and government
agencies to protect and improve people’s current and future living conditions.
A) Consumerism
B) Environmentalism
C) Protectionism
D) Socialism
E) Aestheticism
Which of the following is the first step taken in the competitive intelligence system?
A) collect published data and information from the field
B) check, interpret, and organize gathered information
C) identify the vital types of competitive information needed
D) respond to inquiries from managers about competitors
E) create a new brand image and marketing concept for the firm
Which of the following is an external source for new-product ideas?
A) project managers
B) engineers
C) salespeople
D) manufacturing staff
E) suppliers
A ________ consists of independent firms at different levels of production and
distribution who join together through formal agreements to obtain more economies or
sales impact than each could achieve alone.
A) corporate VMS
B) contingency VMS
C) contractual VMS
D) communal VMS
E) conventional VMS
Consumers in the “lifestyles of health and sustainability” (LOHAS) market are more
likely to seek ________.
A) alternative medicine
B) perfumes made from animal products
C) clothing made of fur
D) leather goods
E) foods high in saturated fat
Which of the following refers to a positive incentive intended to increase the sales force
effort?
A) sales contests
B) prospecting
C) telecommuting
D) sales collateral
E) annual sales plan
The most common form of marketing organization is the ________ organization. Under
this organization, different marketing activities are headed by an operational specialist.
A) geographic
B) product management
C) functional
D) customer management
E) market
In the communication process, what is noise and what is its significance?
Distinguish between an outside sales force and an inside sales force.
What is a demand curve? Explain its importance in the context of pricing decisions.
Explain why an ad might need to be modified from one country to the next.
Marketers can obtain information from internal data and from competitive marketing
intelligence. Compare and contrast the two sources of information.
Advertisers should regularly evaluate two types of advertising results: the
communication effects and the sales and profit effects. How are these two results
measured?
Why do companies opt for market segmentation?
What is the goal of supervising salespeople?
When would an exclusive dealing contract be legally problematic?