Product stewardship involves minimizing not only pollution from production and
product design but also all environmental impacts throughout the full product life cycle,
while at the same time reducing costs.
The EU acts as an umbrella organization which oversees GATT and mediates global
disputes.
Companies with multiple products or businesses typically choose one marketing
strategy for all their different businesses or products.
Marketing services agencies are the marketing research firms, advertising agencies,
media firms, and marketing consulting firms that help the company target and promote
its products to the right markets.
Reverse logistics refers to the moving of products and materials from suppliers to the
factory.
Benchmarking refers to the process that turns marketing plans into marketing actions to
accomplish strategic marketing objectives.
The selling concept holds that consumers will not buy enough of the firm’s products
unless the firm undertakes a large-scale selling and promotion effort.
Standardization of advertising leads to lower advertising costs, greater global
advertising coordination, and a more consistent worldwide image.
The communications process should start with mass media advertising in order to reach
a large number of consumers.
Market segmentation is the process of seeking fewer customers and reduced demand for
profit maximization only.
A disadvantage of a competitor-centered company is that it ends up simply matching or
extending industry practices rather than seeking innovative new ways to create more
value for customers.
A marketing communications director has overall responsibility for the company’s
communications efforts.
According to the overall cost leadership competitive strategy, the company works hard
to achieve the lowest production and distribution costs.
The exchange of U.S. wheat for Russian vodka would be an example of barter.
The inside sales force consists of salespeople who conduct business from their offices
via telephone, the Internet, or visits from buyers.
Which of the following is a component of a firm’s microenvironment?
A) customer demographics
B) economic recessions
C) population shifts
D) marketing intermediaries
E) technological changes
Overstock.com, a Web seller that buys furniture, clothing, electronics, and more from a
variety of producers at less-than-regular wholesale prices and then charges customers
less than retail, is a(n) ________.
A) specialty store
B) off-price retailer
C) factory outlet
D) wholesale club
E) category killer
Which of the following helps companies in setting sales force size?
A) workload approach
B) pull strategy
C) push strategy
D) top-down approach
E) bottom-up approach
As production workers become better organized and more familiar with equipment, the
average cost per unit tends to decrease with the ________.
A) increase in the diseconomies of scale
B) accumulated production experience
C) decrease in the economies of scale
D) increase in derived demand
E) increase in primary demand
Installations consist of ________.
A) highly priced luxury goods such as Rolex watches
B) portable office equipment such as computers
C) major purchases such as elevators
D) portable factory equipment such as hand tools
E) products such as insurance
Marketers describe the way a consumer processes information to arrive at brand choices
as ________.
A) alternative evaluation
B) information search
C) impulse buying
D) consumer capitalism
E) cognitive dissonance
A(n) ________ marketing system consists of producers, wholesalers, and retailers
acting as a unified system.
A) horizontal
B) vertical
C) multitiered
D) communal
E) equilateral
Kimberly’s Crown sells and designs jewelry. Despite the jewelry’s popularity, products
are available only through a few shopping stores across the country.
Kimberly decides to alter its distribution strategy so that its jewelry is accessible to the
public only through one distributor. The strategy they’re considering is known as
________ distribution.
A) elusive
B) extensive
C) exclusive
D) selective
E) elective
Jason Perkins has the informal power to approve the final suppliers in his organization.
In other words, Jason plays the role of a(n) ________ in his organization’s buying
center.
A) gatekeeper
B) decider
C) buyer
D) influencer
E) user
A university enrolled 200 graduate students in the Fall of 2011. However, the
enrollment rate was only slightly affected following a 12 percent hike in tuition the
following Fall. This illustrates a(n) ________ demand.
A) derived
B) negative
C) highly elastic
D) composite
E) inelastic
How does marketing through online social networks differ from more traditional
marketing?
What are the key service characteristics a company must consider when designing
marketing programs? Briefly describe each characteristic.
What type of products are intensively distributed?
Define total costs.
What is differentiation?
Why might marketers use market-penetration pricing?
Describe the three types of appeals marketers use.
Briefly describe the history of legal concerns about packaging and labels.
What are the various components of the value delivery network of a company?