Researchers carefully design experiments with independent and dependent variables to
test predicted relationships among those variables.
The producer and the final consumer are part of every type of channel of distribution.
The development of a new television show using the same format as an existing series
is an example of a dynamically continuous innovation.
To implement the market fulfillment approach, an agent would first identify a client and
then identify an unmet need in the market that client could fulfill.
Laggards tend to be in a higher social class than consumers in other adopter categories.
All 50 U.S. states consider loss leader practices to be wrong and have passed legislation
called “unfair sales acts,” also called “unfair trade practices acts.”
Personal selling is crucial in business-to-business marketing, especially when the deal
involves intense price negotiations.
Direct sellers bypass channel intermediaries and sell directly from manufacturers to
consumers.
One of the most thorough and complex explanations of changes in the retailing industry
is the wheel-of-retailing hypothesis.
Only small companies with limited promotional budgets have successfully used viral
marketing.
Decision makers within a company would be more likely to use an MIS than an MDSS
to forecast the results of maintaining the company’s prices while competitors reduce
their prices.
A manager’s decision to run a quarter-page ad in the business section of the local
newspaper to promote goodwill toward his company is part of an operational plan.
The four Ps of marketing are people, placement, promotion, and pricing.
Holiday Inn has divided the total customer market into smaller segments and selected
the most promising segments. Deciding what position it wants to occupy in these
segments is called targeting.
Business markets tend to be more geographically concentrated than consumer markets.
Because customers almost always have objections during the presentation or closing
step of the selling process, all salespeople should anticipate and be prepared to respond
to objections.
Sales branches are independent wholesalers that are allowed to operate only in specific
geographical territories.
The number of Americans aged 65 or older has decreased since 2000.
Mark believes he should pay more than $49.95 for a motel room; this price is his
internal reference price.
The addition of sugar-free canned fruits to Del Monte’s line of canned fruits and
vegetables is an example of a discontinuous innovation.
Traditional record labels are now able to control the online distribution piracy problems
that had plagued the music industry in the past.
Purchase decision making usually begins with information search and then moves to
evaluation of alternatives.
The promotional strategy identifies how, when, and where the firm will make the
product available to targeted customers.
The market planning process should be completed before the strategic planning process
begins.
A company can stretch its product line either upward or downward, but not both
directions.
Per capita gross domestic product (GDP) may be a deceiving economic measure
because the wealth of a country may be concentrated among just a small percentage of
the population.
The Union Express Web site tracking a lost package is an example of CRM.
Oligopolies most often exist in industries that require little investment in equipment,
technology, or materials to produce a product.
A franchise organization is a type of contractual VMS.
Pricing based on supply and demand is not a part of dynamic pricing.
Vending machines are currently best-suited to the sales of impulse items and expensive
merchandise.
Cost-based pricing considers factors such as the nature of the target market, demand,
competition, and the product life cycle.
A participant in a buying center can only assume one role for any single purchase
decision.
Movie production companies sometimes re-release classic films to theaters to give
people who enjoyed them the first time a chance to see the movies again. This is an
example of a market penetration strategy.
Demographic changes have motivated marketers to make changes in the retailing
industry.
Like financial metrics, sustainability metrics are standardized.
Fluctuating demand in business markets can be partially explained by the infrequency
of the purchases.
The global economic crisis of 2009 had little effect on the volume of world trade that
year.
Customer relationship management (CRM) programs can systematically track
customers’ preferences and behaviors over time.
A causal research design tracks the responses of the same sample of respondents over
time.
The first phase of market planning is to ________.
A) identify a target market
B) calculate production costs
C) develop a value chain
D) determine a market position
E) analyze the marketing environment
Which of the following is NOT an example of a secondary data source for a company
researching whether it should open a casino near St. Louis, Missouri?
A) U.S. Census reports on St. Louis growth patterns
B) a survey commissioned by the company asking St. Louis residents about their
gambling habits
C) the stockholders’ report from a casino that currently operates in St. Louis
D) a trade organization report on the tourism industry in Missouri
E) an academic study of the growth of online gambling activities
In ________, branded materials become component parts of other branded products.
A) family branding
B) aggregated branding
C) umbrella branding
D) manufacturer branding
E) ingredient branding
Which kind of marketing involves sending a brochure or pamphlet that offers a specific
good or service at one point in time?
A) personal marketing
B) telemarketing
C) direct mail
D) catalog
E) spam
________ is the degree to which consumers find a new product or its use difficult to
understand.
A) Compatibility
B) Complexity
C) Relative advantage
D) Comparability
E) Tangibility
A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum
of people.
A) fragmented
B) undifferentiated
C) concentrated
D) differentiated
E) customized
In marketing metrics terms, a(n) ________ is desired consumer action.
A) bounce
B) conversion
C) share
D) control
E) optimization
________ occurs when someone in authority extracts payment under duress.
A) Nationalization
B) An economic sanction
C) Bribery
D) Expropriation
E) Extortion
Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and
mass promotes it. This firm uses a(n)________.
A) segmented strategy
B) undifferentiated targeting strategy
C) focused targeting strategy
D) differentiated targeting strategy
E) concentrated targeting strategy
Which of the following is the process of physically deconstructing a competitor’s
product to determine how it is put together?
A) reverse engineering
B) ethnography
C) cross-sectional research
D) predictive engineering
E) sampling
________ is a term that refers to a system in which everyday objects are able to
communicate information throughout an interconnected system.
A) Big Data
B) The Internet of Things
C) Data Science
D) Data warehousing
E) Data mining
The second step of the marketing planning process is to ________.
A) perform a situation analysis
B) set marketing objectives
C) define a marketing mission
D) identify a target market
E) develop a marketing mix
LexisNexis and Experian Simmons are two companies that provide ________.
A) primary data
B) secondary data
C) reality mining data
D) causal research designs
E) questionnaire designs
A good brand name should do all of the following EXCEPT fit ________.
A) the target market
B) the competition
C) the customer’s culture
D) the product’s benefits
E) legal requirements
Scrambler is a popular smartphone app that users can download and play for free. The
makers of Scrambler make the app profitable by selling information obtained about
users as they play the game. The firm that makes Scrambler is best described as a(n)
________.
A) search engine optimizer
B) web scraper
C) sentiment analyzer
D) intelligent agent
E) data broker
Starting in February and ending sometime in late April, department stores promote the
fact that they stock a wide range of formal attire for high school proms. The dresses and
tuxedos are available year-round, but the heaviest promotion of these products occurs in
spring, when most proms are held. This spring promotion to high school students is
based primarily on ________.
A) social class
B) psychographics
C) lifestyle
D) usage occasion
E) geodemography
A maker of cash registers had to develop hand-crank-operated cash registers to sell to
Latin American and African countries where electricity is a luxury. The company used a
________ strategy to enter those global markets.
A) product adaptation
B) standardization
C) straight extension
D) backward invention
E) nationalization
A consumer identifies evaluative criteria during the ________ step of the consumer
decision-making process.
A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation
The final stage in the product life cycle is ________.
A) maturity
B) decline
C) phasing out
D) harvesting
E) divestment
Companies should continuously collect marketing intelligence data.
Puffery is a term for a(n)________.
A) straightforward promotional message
B) claim of superiority that cannot be proven or disproven
C) emotional appeal to customers
D) subliminal appeal to customers
E) value-added promotion
When a company uses computer software to extract large amounts of data from social
media platforms, it is using ________.
A) data warehousing
B) scanner data
C) intelligent agents
D) web scraping
E) reality mining
Using ________, a search engine company charges marketers to display sponsored
search ads.
A) shopbots
B) heuristics
C) search engine optimization
D) search engine marketing
E) psychographics
The ________ is the actual product plus supporting features, such as delivery,
installation, financing, and warranty.
A) brand
B) innovation
C) augmented product
D) potential product
E) core product
A company introduced the Funday film to compete with lower-priced brands, but it
found many of its regular customers bought Funday instead of its usual, higher-priced
film. The company experienced ________.
A) an upward line stretch
B) a product line contraction
C) disintermediation
D) cannibalization
E) filling in
An ad agency’s copywriters are part of the agency’s ________.
A) creative services
B) account management
C) marketing services
D) editorial department
E) media planning
When General Mills urged consumers to lower their cholesterol by eating Cheerios
twice a day over the course of six weeks, the aim was to increase usage among current
customers. General Mills used a ________ strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
Which of the following is the first step a firm should take when deciding whether or not
to go global?
A) Develop marketing mix strategies for foreign markets.
B) Analyze whether it is in the firm’s best interest to focus on the domestic market or to
expand to international markets.
C) Identify the most attractive global markets for the firm’s products.
D) Select a market-entry strategy that fits the firm’s desired level of commitment.
E) Identify potential partners in international markets.
Researchers design ________ to test predicted relationships among variables in a
controlled environment.
A) longitudinal assessments
B) statistical models
C) multidimensional scales
D) experiments
E) perceptual maps
In recent years, security regulations enacted through the Transportation Safety
Administration have affected Southwest Airlines. These regulations are part of the
________ affecting this airline.
A) external environment
B) internal environment
C) competitive intelligence
D) diversification strategies
E) market development strategies
For an amusement park, concession food stands and the amusement rides themselves
are examples of ________.
A) MRO products
B) specialty products
C) processed materials
D) equipment
E) convenience products
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of
________.
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) advertising
The manufacturer’s suggested retail price is also referred to as the ________.
A) break-even price
B) marginal price
C) list price
D) markup
E) markdown
Bayer AG agreed to pay $46 million as part of a law settlement for conspiring with
Archer-Daniels-Midland (ADM) to keep prices of citric acid at a certain level. These
two international companies were guilty of ________.
A) price lining
B) skimming pricing
C) predatory pricing
D) price-fixing
E) placebo pricing
Which of the following is a distribution system that uses different channels and
communication methods to reach and serve a target market?
A) a vertical marketing system
B) a horizontal marketing system
C) a hybrid marketing system
D) a logistics system
E) an intensive distribution system
Why might a company with a small advertising budget turn to guerilla marketing?
Why might a marketer of laundry detergent be interested in viewing a perceptual map?
Describe the process of perception and discuss how marketers can influence each
component of the perception process.
What are the phases involved in the development of a new product?
Identify four different possible meanings of product quality.
Bass Pro Shops, a chain of outdoor sports equipment stores, features giant aquariums,
waterfalls, trout ponds, archery and rifle ranges, putting greens, and free classes on
topics from ice fishing to conservation. Why would a retailer do this?
Explain the difference between the ethical philosophies of a rights approach and a
justice approach.
Hotmail put the message “Get Your Free Email at Hotmail.com” at the bottom of every
email sent by Hotmail users. What type of marketing technique did Hotmail use?
How are processed materials different from raw materials?
Why is it important for all business planning to be integrated?
How could the Internet of Things benefit marketers?
Describe the three sources of power for a channel captain.
Discuss the advantages and benefits of each of the main data collection methods.
Which internal influence on consumer behavior most likely explains why so many ads
contain puppies, kittens, and small children that have nothing to do with the product?
Explain your answer.
What is predatory pricing?
Briefly describe each step in the consumer decision-making process.
Discuss how marketers may be able to reduce postpurchase cognitive dissonance.
A major manufacturer of bread sells its finished products to a grocery store chain. This
grocery store then sells the bread to its customers. What type of channel of distribution
is this, and what are the levels of distribution?