Marketers may try to change consumers’ attitudes toward a product if they feel that a
significant number of consumers have strong negative attitudes toward it.
a. True
b. False
The goals of any organization should derive from its:
a. mission statement.
b. strategic plan.
c. strategic business plan.
d. marketing plan.
e. marketing strategy.
Products used directly in the production of a final product but are not easily identifiable
are categorized as_____ .
a. accessory products
b. component parts
c. MRO supplies
d. assembly components
e. process materials
When a firm designs a single marketing mix and directs it at an entire market for a
particular product, the company is using a(n) targeting strategy.
a. concentrated targeting
b. differentiated
c. heterogeneous market
d. undifferentiated
e. single mix
An individual knows that a product exists, but has little information regarding the
product and does not seek additional information. The individual is in the stage of the
product adoption process.
a. trial
b. adoption
c. interest
d. awareness
e. evaluation
Sharese wants to buy a new couch, but there is only one place in her town that sells
them, and she lives in an isolated area. Sharese most likely feels her consumer right to
has been violated.
a. choose
b. be heard
c. safety
d. recourse
e. be informed
Micromarketing is:
a. a market segmentation approach in which firms focus precise marketing efforts on
very small geographic markets.
b. developing a very specific marketing mix that will effectively meet the needs of only
a small segment of the market.
c. marketing efforts that are tightly controlled by high-level executives in the
organization.
d. a way to segment the market to meet the needs of individuals with the same motives
and personality attributes.
e. creating advertising that is so specific to a certain type of individual that few people
outside that micromarket will respond to the message.
TMobile Corp.TMimplements a program of texting its current customers to find out
what changes they would like to see in the services provided. The firm is exhibiting
characteristics associated with orientation.
a. production
b. sales
c. market
d. social
e. development
Subway is conducting a contest in which customers are asked to name a new sandwich.
The winner gets a free sandwich each day for one year and an appearance in one of the
company’s TV commercials. This contest illustrates Subway’s use of_________as one
of the elements of the promotion mix.
a. advertising
b. personal selling
c. sales promotion
d. public relations
e. telemarketing
In an administered vertical marketing system (VMS), inter-organizational relationships
are:
a. achieved by informal coordination.
b. formalized through contracts.
c. combined under the ownership of a single organization.
d. guided by legal agreements.
e. achieved by clearly defining the obligations and rights of all channel members.
One advantage of non-price competition is that:
a. a firm can react quickly to competitive efforts.
b. market share becomes less important.
c. a firm can build customer loyalty.
d. marketing efforts are completely eliminated.
e. pricing is no longer a factor.
For a business organization to remain healthy and to survive, it must sell products and
make profits.
a. True
b. False
Descriptive research can be used to better understand the characteristics of certain
phenomena to solve a particular problem.
a. True
b. False
Specific details regarding terms, credit arrangements, and technical assistance are
worked out during the product specification stage of the buying decision process.
a. True
b. False
Which of the following is a major threat to the sales success of jointly demanded
products?
a. Price changes
b. Shortages
c. Economic instability
d. Inventory buildup
e. Proliferation of brands
When an organization uses an advertising agency, develops the advertising campaign.
a. the agency’s specialists
b. the firm and the agency working jointly
c. the firm suggests ideas and the agency chooses among them
d. the advertising department within an organization
e. an individual or a few persons within the firm
Scenario 11.1
Use the scenario to answer the questions.
Cheetos Fat-free Crunchies is a product developed through continuous innovation.
Cheetos engineered a technique for making low-fat snacks that taste delicious and also
remain fresh for a longer duration. It introduced Fat-free Crunchies in limited markets
in 2012 and began nationwide distribution in 2013.
About 18 months later, a series of ads by Cheetos’ competitors was aired to
counterclaim that Cheetos Crunchies actually contained 1.5 grams of fat along with
some percentage of preservatives and additives. Research showed that Cheetos
Crunchies was not well-received by certain groups of customers. To retain its consumer
base, Cheetos reduced the remaining fat of Chrunchies to 0 grams, took out the
preservatives, and improved the taste.
Refer to Scenario 11.1. The new improved Cheetos Fat-Free Crunchies is an example
of__________.
a. product bundling
b. aesthetic modification
c. functional modification
d. brand extension
e. innovative modification
The majority of online shoppers read ratings and reviews to aid in their purchasing
decisions.
a. True
b. False