Cadbury’s “Sports for Schools” promotion offered sports and fitness equipment for
schools in exchange for vouchers. The problem was that the public and media saw a
perverse incentive for children to eat more chocolate, a product associated with obesity.
Which of the following best summarizes Cadbury’s problem?
A) Customers felt that the cause was not in sync with the company’s brand image.
B) Consumers did not value the cause Cadbury was promoting.
C) Customers saw the firm as self-serving and exploitive.
D) Consumers resented being sold an inferior product on the back of a cause-marketing
program.
E) Consumers felt that the campaign did not try hard enough to change the audience’s
behavior.
When a consumer expresses thoughts, feelings, images, experiences, and beliefs
associated with the brand, the consumer is expressing ________.
A) brand knowledge
B) ethnocentric bias
C) self-serving bias
D) cognitive dissonance
E) brand identity
The stage in the new product process that occurs first is the ________ stage.
A) idea generation
B) product development
C) test marketing
D) product soft launch
E) concept testing
General Motors, a leading American multinational automaker, sells cars for every
purpose, budget, and personality. This is an example of ________ marketing.
A) undifferentiated
B) differentiated
C) concentrated
D) niche
E) micro
An advertising objective to stimulate more usage of a product is appropriate under
which of the following conditions?
A) The advertised product belongs to a nascent product category.
B) The company is not the market leader.
C) The advertised brand is superior to the market leader.
D) The product class is mature.
E) Brand usage for the product is very high.
The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs
through New Zealand and the percentage of its alcohol content. From a marketing
management perspective, which of the brand equity drivers is most applicable in the
given scenario?
A) the associations indirectly transferred to the brand by linking it to a place or thing
B) the product and all accompanying marketing activities and supporting marketing
programs
C) the initial choices for the brand elements or identities making up the brand
D) the profitability associated with brand development
E) the service and all accompanying marketing activities and programs
Which of the following is a disadvantage of using television as an advertising medium?
A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter
In reordering office supplies, the only stages that the buyer passes through are the
product specification stage and the ________ stage.
A) problem recognition
B) general need description
C) order-routine specification
D) supplier search
E) performance review
A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences
in the costs of distributing the product in the two countries. This phenomenon is called
________.
A) opportunity cost
B) market pricing
C) tactical pricing
D) price escalation
E) transfer pricing
Which of the following is a disadvantage of using magazines as an advertising
medium?
A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small “pass-along” readership
E) lack of credibility
Expensive equipment manufacturers not only install the equipment but also train the
staff and undertake the maintenance and repair activities of the equipment. By doing so,
they are providing ________.
A) payment equity
B) value-augmenting services
C) differential pricing
D) facilitating services
E) a primary service package
Which of the following is the most elementary pricing method?
A) value pricing
B) going-rate pricing
C) markup pricing
D) target-return pricing
E) perceived-value pricing
A ________ is a set of procedures and sources managers use to obtain everyday
information about developments in the marketing environment.
A) data warehousing system
B) viral marketing campaign
C) product management system
D) marketing intelligence system
E) sales information system
During a recession, the market demand curve, which is a function of marketing
expenditure, ________.
A) shifts upward
B) becomes vertical
C) remains unaffected
D) shifts downward
E) slopes downward
Which of the following is TRUE regarding services?
A) Services are typically produced, stored, and then consumed.
B) Services are generally low in experience and credence qualities.
C) Service providers develop similar marketing programs for personal services and
business services.
D) There is less risk associated with the purchase of services than with the purchase of
goods.
E) Provider-client interaction is a special feature of services marketing.
________ seeks to determine whether an ad is communicating effectively.
A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis
List the three premises on which Anderson’s long tail theory is based, and summarize
the research testing his idea.
A(n) ________ is an elaborated version of a product idea expressed in consumer terms.
A) test brand
B) alpha product
C) beta product
D) business schedule
E) product concept
________ gives products the appearance of being more environmentally friendly
without living up to that promise.
A) Ambush marketing
B) Greenwashing
C) Astroturfing
D) Viral marketing
E) Green politics
Companies that sell products door-to-door or at home sales parties are engaging in
________.
A) franchising
B) network marketing
C) direct-response marketing
D) corporate selling
E) direct marketing
In response to the need to reinforce the brand promise, ________ is about mixing and
matching marketing activities to maximize their individual and collective effects.
A) personalized marketing
B) mass customization
C) globalized marketing
D) relationship marketing
E) integrated marketing
Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before
they are bought. This characteristic of services is known as ________.
A) inseparability
B) intangibility
C) variability
D) perishability
E) heterogeneity
Dennis requests his father to buy him a PlayStation for his birthday. With respect to
consumer decision roles, which role is Dennis currently playing?
A) initiator
B) influencer
C) decider
D) buyer
E) gatekeeper
A company selling in a national market often organizes its sales force along ________.
A) functional groups
B) geographic lines
C) product teams
D) brand groups
E) product categories
Which of the following is NOT a consumer touch point?
A) store layouts
B) package designs
C) product functions
D) shipping and logistics
E) All of these are touch points.
Which of the following is an example of self-service technologies?
A) calling for a pizza delivery
B) buying a service contract for a computer
C) printing tickets from a home computer
D) visiting a parts-and-service department
E) offering secondary service features
Value Central has a partnership of high trust and commitment with certain suppliers and
gives them access to its sophisticated and detailed daily, individual store-based sales
data. In exchange, those suppliers are responsible for managing Value Central’s
inventory of their products. This relationship is best described as ________.
A) basic buying and selling
B) contractual transaction
C) collaborative
D) customer supply
E) customer is king
Primary data can be collected in several ways. Installing cameras in a retail store to
unobtrusively record shopping behavior is an example of ________ research.
A) focus group
B) survey
C) observational
D) behavioral
E) experimental
With an increase in marketing expenditure, market demand ________.
A) continues to rise at an increasing rate
B) initially increases and then declines
C) increases first at an increasing rate, then at a decreasing rate
D) decreases first and then spikes
E) continues to increase at a decreasing rate.
When Frank buys his own house, he would like to have a home theater system and a
Jacuzzi. He plans to save enough money in the next three years so that he can fulfill his
wish. Frank’s desire for the home theater and the Jacuzzi is an example of a(n)
________.
A) need
B) want
C) demand
D) market
E) prospect
Anne, a beautician by profession, owns a salon in the small town of Franklin, New
Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find
out about the beauty services they offer to customers. Anne is attempting to conduct
marketing research by ________.
A) studying customer behavior
B) forming alliances with competing firms
C) using experimental research techniques
D) checking out rivals
E) tapping into marketing partner expertise
Explain qualitative research and why it might be useful to marketers.
Describe the elements of the marketing communications mix.
What are the different types of price discounts and allowances?
Not everyone is in favor of local marketing. Identify two arguments made against local
marketing.
During the planning process, if there is a gap between future desired sales and projected
sales, corporate management will need to develop or acquire new businesses to fill it.
Identify and describe the three strategies that can be used to fill the strategic gap.
The cost of buying higher market share through acquisition may far exceed its revenue
value. Which are the four factors a company should consider before doing so?
Identify three disadvantages and three advantages of standardizing the marketing mix
worldwide.
What are some ways to respond to overdemand?
What are some examples of situational factors that can be used to segment business
markets?
NV Inc. has launched a touch-sensitive handset in the Indian market and priced it at
9,500 rupees. Although many people are checking it out, marketers see evidence that
the price exceeds the upper price threshold for the majority of Indian consumers. What
does this mean?
List some differentiation strategies retailers can use to compete successfully in the
market.
Aromas is a popular brand of cosmetic products. During the last quarter, the company
suffered a drop in sales of some of its more popular offerings. In an attempt to find out
the problem, Aromas designed an online questionnaire for its existing customers, who
can fill out the questionnaire and also leave their comments and suggestions for
improvement. What are the problems that Aromas is likely to face by using this method
of contacting its customers?
Describe a marketing plan.
Most companies set annual quotas. Quotas can be on dollar sales, unit volume, margin,
selling effort, or activity and product type. Compensation is often tied to the degree of
quota attainment. What problems does the setting of quotas present to both the company
and to the sales representative?
What is geofencing? Provide an example.
What is a marketing information system (MIS)? From what sources is the MIS
developed?
List the various functions performed by members of a marketing channel.
Explain customer-perceived value.
Supermarket chain Reynold’s is considering stocking a number of private-label products
in order to offer customers the lowest possible prices. Explain how this strategy could
benefit the company.
Jack is the sales representative of a company that designs and installs modular kitchens.
The company’s sales force is trained to customize their offerings as per customer
requirements. After analyzing factors such as the space available and the budget, Jack
provides personalized designs to individual customers. What kind of a salesperson is
Jack? Briefly explain your answer.