An assessment of which of the following would be MOST likely to appear in the
marketing situation of a marketing plan?
A. the marketing mix
B. the break-even point
C. the cultural environment
D. an implementation schedule
E. the company’s mission
________ is a qualitative assessment of the value of a message exposed in a particular
medium.
A. Media reach
B. Media impact
C. Media engagement
D. Media efficiency
E. Impression
Which group determines a product’s position relative to competing products?
A. manufacturers
B. wholesalers
C. retailers
D. consumers
E. suppliers
Consumers can show their allegiance to retail outlets or product or service brands.
Marketers can use this information to segment consumers by ________.
A. life events
B. loyalty
C. values
D. perception
E. needs
The first step of the business buying process is ________.
A. general need description
B. evaluations of proposals
C. problem or need recognition
D. selection of an order routine
E. performance feedback
The third level of a product is the ________ around the core benefit and actual product
that offers additional consumer services and benefits that enhance ownership of the
actual product.
A. brand equity
B. augmented product
C. brand extension
D. design
E. image
Del Monte Foods, a large corporation that manages many family food and pet food
brands, sells the Contina brand of canned tomato products to supermarkets across the
country. Contina is an example of a(n) ________.
A. organizational brand
B. support brand
C. private label brand
D. reseller brand
E. manufacturer brand
A ________ is the logic that guides the selection of a particular marketing mix to
achieve marketing objectives.
A. promotional strategy
B. media strategy
C. marketing-mix strategy
D. media plan
E. media-mix model
________ is any communication addressed to a consumer that is designed to generate a
response.
A. Personal selling
B. Advertising
C. Direct marketing
D. Sales promotion
E. Publicity
A marketer analyzing whether members of the target audience like the product or
service offered is analyzing the ________ element of the marketing mix.
A. product
B. promotion
C. place
D. physical evidence
E. price
Maslow’s theory is that ________ can be arranged in a hierarchy.
A. stimuli
B. beliefs and attitudes
C. perceptions
D. human needs
E. lifestyles
Amaya works in the marketing department of a national clothing retailer. Amaya’s job
involves identifying customers who are most likely to generate profits for her company
and communicating with those customers in meaningful ways that will encourage them
to shop in her company’s stores more frequently and to purchase more items during
each visit to the store. Amaya’s job focuses on ________.
A) the physical function of marketing
B) the sales orientation
C) the production orientation
D) perceived needs
E) customer relationship management
Which of the following is NOT one of the eight basic consumer rights?
A. the right to be protected from unwanted marketing messages
B. the right to be informed about important product aspects
C. the right to be protected against products that are hazardous to health
D. the right to receive a fair settlement of just claims
E. the right to live and work in a healthy environment
The communication channel a company uses to convey its advertising messages from
sender to receiver is called the ________.
A. message
B. medium
C. encoder
D. communicator
E. feedback
Of the following criteria, which would be best suited for evaluating new product
introduction advertising?
A. brand loyalty
B. shopping intention
C. basic enjoyment
D. purchase intention
E. brand preference
The Tim Hortons chain accounts for more than half of all the donut and coffee stores in
Canada. The chain’s red-and-white store banners are fixtures in many Canadian
communities. In 2001, the first Tim Hortons appeared in the United States through a
contractual agreement allowing an independent operation to adopt Tim Hortons’ entire
way of doing business. This agreement is an example of a(n)________.
A. direct investment
B. franchise
C. contract manufacturer
D. joint ownership
E. joint venture
Qualitative research is best suited for gathering ________ information.
A. exploratory
B. causal
C. quantitative
D. explanatory
E. descriptive
To a producer of goods, a greater number of channel levels means ________ and
greater channel complexity.
A. less distance between producer and end consumer
B. less control over the distribution process
C. fewer potential channel conflicts
D. higher taxes
E. fewer channel partners
Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and
mass promotes it. This firm uses ________ marketing.
A. segmented
B. undifferentiated
C. focused
D. differentiated
E. concentrated
Which of the following is the best example of a long-term advertising action?
A. a local newspaper ad announcing a department store’s spring sale starting on
Saturday
B. a national newspaper insert of coupons for a company’s line of household cleaning
supplies
C. a direct-response television commercial with a 1-800 number for consumers to call
to order the featured product
D. a national magazine advertisement introducing a new line of low-fat frozen yogurt
E. a catalog company offering 15% off one item for consumers who order by a given
date
When deciding how to fulfill a purchasing need, a business would most likely find
making the product on on its own to be the best option when ________.
A. the business does not have the capacity to produce the product
B. the product is expected to have rapid technological change
C. the business wants to retain a competitive uniqueness
D. the product is expected to need frequent servicing
E. the product is expected to undergo rapid changes
As consumers age, which of the following generally happens?
A. consumption halts
B. life stages stabilize
C. income level increases
D. demand decreases
E. market diversity increases
You have an upset stomach. Your spouse rushes to the nearest store for a bottle of
Pepto-Bismol. This product is a(n) ________ product.
A. convenience
B. unsought
C. specialty
D. shopping
E. augmented
Which of the following is an example of a strategic question?
A. What type of marketing offer will most appeal to this segment?
B. Who are the consumers who are most interested in what my brand stands for?
C. How can I best reach identified consumer segments?
D. What is the potential profitability of this consumer segment?
E. What price is our target willing to pay for our product?
From the consumer’s perspective, which of the following marketing areas is the least
visibly regulated by the federal government?
A. advertising
B. pricing
C. promotion
D. product safety
E. distribution
The ________ of a service means that it cannot be stored for later use and must be
consumed upon delivery.
A. inseparability
B. perishability
C. tangibility
D. intangibility
E. variability
Information collected from government publications is an example of ________ data.
A. primary
B. secondary
C. observational
D. experimental
E. ethnographic
After establishing marketing objectives, the next step in the marketing planning process
is ________.
A. conducting a marketing audit
B. developing marketing strategies
C. creating the marketing mix
D. formulating the marketing plan
E. allocating resources to achieve the objectives
Members of focus groups are recruited using specific criteria.
Which product will most likely be exclusively distributed?
A. BMW cars
B. Levi’s blue jeans
C. Bazooka bubble gum
D. Prairie Farms yogurt
E. Coca-Cola
Different marketing activities are appropriate for different marketing objectives and
different stages of the purchase funnel. Which of the following activities would be most
appropriate at the loyalty stage of the purchase funnel?
A. reward programs
B. mail-in rebates
C. direct mail offers
D. banner advertisements
E. search engine advertisements
Kirsten is a media buyer working for a company that produces frozen side dishes and
entrees. The marketing team at the company wanted to guarantee that advertisements
for its new line of frozen desserts would be aired on at least two of the most popular
new television series of the year. Based on this requirement, Kirsten most likely
purchased the television advertising through ________.
A. ad trafficking
B. scatter buys
C. media placement
D. rate cards
E. upfront markets
Stew Leonard, the owner of a highly successful regional supermarket chain, reacts
adversely to losing a single customer sale. He feels that this amounts to losing the entire
stream of future purchases that a customer is likely to make if he continues to live in the
store’s area. Stew Leonard’s concern is an illustration of which of the following?
A) a sales orientation
B) a social responsibility orientation
C) utility
D) customer lifetime value
E) a production orientation
Jonas is working on his company’s marketing plan for a new product line called Nature
& Nurture. He is writing an overview that includes a brief description of the positioning
for the new product line as well as a brief overview of the financial goals for the
product and the strategy that will be used to achieve those goals. Jonas is working on
the ________ section of the marketing plan.
A. company description, purpose, and goals
B. marketing situation
C. executive summary
D. measurement and controls
E. forecasting