The marketing team at Connected.com, a social networking site aimed at connecting
job seekers with employers, must decide how much to charge for different levels of
membership and access to those using the site. Using which ethical philosophy would
they make their decision based on best serving the needs of the whole community of
users even if it means treating some users unequally?
A) utilitarian approach
B) rights approach
C) justice approach
D) common good approach
E) virtue approach
Jack was so enthusiastic about the band he saw performing at a local club last weekend
that he persuaded a large group of friends to return to the club to hear the band on
Thursday. Unfortunately, the band’s Thursday performance was uninspired and at times
off-key. The performance differences are due to the ________ characteristic of service.
A) perishability
B) variability
C) creativity
D) personalization
E) responsiveness
Zappos, the online shoe and clothing marketer, promises free shipping and free returns
on any of its products, no questions asked. This is an example of how Zappos has a
strong competitive advantage through ________.
A) image
B) people
C) services
D) product features
E) cost
According to Transparency International, firms from which of the following countries
are LEAST likely to pay bribes?
A) Germany
B) the United Kingdom
C) China
D) Mexico
E) Switzerland
________ maintains that marketers must satisfy customers’ needs in ways that also
benefit society and are profitable to the firm.
A) Value propositioning
B) Instapreneurship
C) The societal marketing concept
D) A sales orientation
E) Value chain management
Consumer ________ is the belief that the products made in one’s own country are
superior to those from other countries.
A) nationalization
B) ethnocentrism
C) domestication
D) expropriation
E) democratization
Which of the following best explains the difference between data and information?
A) Information needs to be processed to be useful, but data is useful without being
processed.
B) Data is created from the transformation of information.
C) Data is more structured and organized than information.
D) Information is more structured and organized than data.
E) Data is interpreted information.
________ provides reasons for customers to pay a premium for a firm’s products and
exhibit a strong brand preference.
A) An exchange
B) A differential benefit
C) An industrial good
D) A promotion position
E) A customer lifetime value
Serengeti makes lightweight sunglasses with 100 percent UV protection for people who
love to hunt, hike, and bike ride. Its long-term plans include the development of lenses
that, in addition to protecting users from UV rays, will also have effective
water-sheeting action to reduce lens spotting. This new feature will be valuable to
people who fish. In terms of a SWOT analysis, the company believes it can use the
________ of its reputation as a sunglasses manufacturer for a specialized market in
combination with its current manufacturing facilities and labor force to enter this new
market.
A) weight
B) strength
C) threat
D) opportunity
E) trend
What type of utility does warehousing provide to consumers by holding onto products
until consumers need them?
A) time
B) ownership
C) production
D) form
E) packaging
For which of the following products would a continuous advertising schedule be most
appropriate?
A) swimming pool chemicals
B) snow goggles
C) heaters
D) mosquito repellent
E) lightbulbs
Which of the following is the simplest form of B2B e-commerce?
A) online catalogs
B) reciprocal sites
C) intranets
D) extranets
E) private exchanges
Insurance, a television program, and a college education are all examples of ________.
A) tangible services
B) intangible services
C) tangible possessions
D) tangible goods
E) intangible goods
Whether a sample can be categorized as a probability sample or a nonprobability
sample depends on the ________ of the sample.
A) validity
B) responsiveness
C) representativeness
D) flexibility
E) reliability
________ is the basis of most discount operations. Retailers offering this level of
service require customers to perform their own product selection and may require
customers to handle their own checkout process.
A) Limited-service
B) Full-service
C) Self-service
D) Specialty service
E) Wholesale service
Which of the following is designed to help a firm almost entirely reduce product and
service defects?
A) ISO 14000
B) ISO 19000
C) Six Sigma
D) TQM
E) ISO 22000
Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product’s benefits.
B) It should be easy to pronounce and remember.
C) It should be a long word to get attention.
D) It needs to fit legal requirements.
E) It should make sense in the customer’s culture.
Which promotional mix strategy directs marketing efforts toward market channel
members?
A) push
B) pull
C) flighting
D) pulsing
E) AIDA
An ad for Mongoose mountain bikes shows a serious biker traversing remote and
rugged but beautiful terrain and states, “There are places that are so awesome and so
killer that you’d like to tell the whole world about them. But please, don’t.” This ad uses
the ________ appeal.
A) slice-of-life
B) lifestyle
C) fear
D) testimonial
E) straight-forward
Using the sustainability metric of ________, a firm would examine the pounds of
physical resources wasted per unit of organizational output.
A) material intensity
B) energy intensity
C) toxic emissions
D) pollutant emissions
E) water consumption
Which of the following is an example of digital advertising?
A) television commercial
B) billboard
C) search ad
D) print magazine ad
E) print newspaper ad
The ________ outlines how, when, and where the firm will make the product available
to targeted customers.
A) target market strategy
B) pricing strategy
C) product strategy
D) promotional strategy
E) distribution strategy
After determining its communication objectives, the company’s next step in developing
a promotional plan is to ________.
A) identify the target audiences
B) determine its marketing communication budget
C) design the promotion mix
D) decide on a push or pull strategy
E) identify its product’s phase in the product life cycle
A group of investors wants to bring a minor league baseball team to a community of
100,000 to create hometown spirit and offer a new form of family entertainment. The
group surveyed people in the community to see if they would attend the games, how
frequently they would attend, and whether the location of the proposed baseball stadium
was acceptable. This survey is an example of ________.
A) data mining
B) a secondary internal source
C) longitudinal data
D) a primary data source
E) a secondary external source
Which of the following statements about relationship selling is true?
A) Relationship selling primarily uses hard-sell tactics.
B) A salesperson selling new tires to tourists who are stranded in his community will
most likely use relationship selling.
C) With relationship selling, the salesperson tries to develop a win-win relationship
with customers.
D) People who engage in relationship selling do not prospect for new customers.
E) Relationship selling is a short-sighted approach.
Whenever a product line or a product family is extended, there is a risk of ________,
which occurs when sales of an existing brand decline as the firm’s current customers
switch to the new product.
A) product line contraction
B) disintermediation
C) cannibalization
D) brand inequity
E) a downward line stretch
Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring
products. This is an application of which learning theory?
A) operant conditioning
B) cognitive dissonance
C) hierarchy of needs
D) classical conditioning
E) observational learning
________ involves designing and producing the container or cover for a product.
A) Labeling
B) Licensing
C) Packaging
D) Retailing
E) Servicing
At some catalog retailers, employees on roller skates called pickers are handed a
printout of the products a customer wants, and then the pickers skate through large
warehouses accumulating the desired products into one central location. The pickers are
engaged in ________.
A) enterprise resource planning
B) transportation
C) materials handling
D) warehousing
E) inventory control
The group of American consumers born between 1979 and 1994 is often called
________.
A) baby busters
B) the silent majority
C) Generation Y
D) tweens
E) Generation X
A commission merchant would most likely sell which of the following?
A) agricultural products
B) extractive materials such as coal and iron
C) convenience goods such as gum and candy
D) fresh fruits and vegetables
E) real estate
Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even
though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand
________.
A) extension
B) equity
C) service
D) valuation
E) specialization
Which of the following types of brand equity metrics would most likely be based on
information gathered through consumer surveys?
A) revenue premium metrics
B) financial market metrics
C) brand venture metrics
D) equity-identity metrics
E) customer mind-set metrics
Which type of self-service store is a food store with a limited selection of items and few
brands per item?
A) convenience store
B) box store
C) specialty store
D) variety store
E) leased department store
When analyzing its portfolio of businesses with the Boston Consulting Group model,
Disney views its movie brand as a star. What does this mean?
What is the merchandise assortment of an airport bookstore that sells only a few books
but a large variety of magazines?
Briefly describe the three stages of the business cycle that all economies go through.
A catalog retailer specializes in ceramic figures, paintings, books, and other decorative
items related to endangered animals. The company is considering donating 10 percent
of its net profit to the World Wildlife Foundation (WWF). This idea may attract more
customers who like the idea of a portion of their money supporting this charity that
works to save species. Provide several examples of primary and secondary data that the
retailer can use in its market research.
Many students in a high school wear the same style of shoes to school. From the
marketing perspective, why are these students conforming to a similar style?
What are prototypes? During which phase of the new-product-development process
would a company develop prototypes?
Tri Restaurant, Inc. is the parent company of three chains of restaurants. How might Tri
Restaurant, Inc. utilize the company extranet?
How are consumer demand and business-to-business demand of goods and services
related?
Explain the differences between a multilevel network and a pyramid scheme.
How has the education and income gap between husbands and wives changed?
What types of products are selectively distributed?
You are a sales manager and you are responsible for tracking a wide range of metrics
related to your firm. Explain in which part of the marketing planning process these
metrics would be determined and why they are important.
Compare the responsibilities associated with full-service merchant wholesalers to those
associated with limited-service merchant wholesalers.
What is a market segment? Explain how an automaker might appeal to different market
segments.
What is consumer behavior? Give examples of the types of questions about consumer
behavior that marketers investigate.
Compare and contrast the three types of convenience products.
What is the difference between a mass market and a market segment?
Describe the four steps a firm should take when it is considering going global.
How does a television commercial about a company that will help a person lose weight
attempt to influence the problem recognition phase of the consumer decision-making
process? Explain your answer.