Only the largest firms can execute __________, which involves the development of
multiple marketing programs to serve all customer segments simultaneously.
a. single segment targeting
b. market specialization
c. selective targeting
__________ is/are the primary reason why the consumer buying process varies across
customers, products, and situations.
a. Individual influences
b. Situational influences
c. The cost of the product
d. Social influences
e. The complexity of the purchase
Most firms that experience ethical or legal problems actually have a code of conduct or
an ethical compliance program in place. Why is it that these firms can still have ethical
problems despite having a code of ethics or compliance program?
a. Their codes typically don’t cover high risk issues.
b. Their codes are typically written by consultants outside the firm.
c. Their codes are typically not integrated into daily decision making.
d. Their codes are written with no input from employees or customers.
e. Their codes are mandated by regulation rather than originating from within the firm.
In a truly market-oriented organization, what is the role of the CEO?
a. To increase the market value of the organization.
b. To ensure that his or her employees have everything they need to perform their jobs
well.
c. To protect the organization from competitive actions.
d. To create a strong reputation among the organization’s stakeholders.
e. To hire customer-oriented executives.
Why would a firm offer a deep assortment of products in its product portfolio?
a. To attract a wide range of customers and market segments.
b. To capitalize on the firm’s reputation.
c. To diversify its risk.
d. To maximize differentiation across its product lines.
e. None of the above.
After enrolling in the MBA program at Minor State University, Sheri began having
second thoughts. Although MSU seemed to be a good choice based on location,
reputation, and price, Sheri was not convinced she had made the right choice. Sheri is
suffering from:
a. too many opportunity costs.
b. dissatisfaction.
c. choice insufficiency.
d. cognitive dissonance.
e. poor product quality.
The principles and standards that define acceptable marketing conduct as determined by
the public, government regulators, private-interest groups, competitors, and the firm
itself are termed:
a. marketing standards
b. societal standards
c. codes of conduct
The sheer volume of available information on the economy, population, and business
activities is the major strength of most __________ data sources.
a. book and periodical
b. primary
c. commercial
As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they
indicate products/brands that are similar in terms of relative mental position. Second,
they illustrate:
a. which brands occupy the same relative space.
b. how competing brands imitate one another.
c. voids in the current mindscape for a product category.
d. how long a brand has held its relative mental image.
e. how much longer a brand is likely to hold its relative mental image.
Firestone carefully watches the automotive market to ascertain the demand for cars,
SUVs, and trucks. Firestone does this because the demand for its products is dependent
on the demand for automobiles. This situation describes __________.
a. synergistic demand
b. shopping demand
c. derived demand
The Club is a local hair salon and day spa that caters to an upper-middle class clientele.
Although price competition in the local area has been increasing, the owners of The
Club have decided to focus their marketing efforts on quality, service, and value, and to
resist the temptation to compete on price. In pursuing this non-price strategy, managers
of The Club are ascribing to which of the following assumptions?
a. Customers see all salons as being about the same.
b. The market for salon services is very price sensitive.
c. Customers of The Club are so loyal that price competition is not necessary.
d. It is difficult for competitors to copy The Club’s differentiating characteristics.
e. The managers are ascribing to all of these assumptions.
The __________ marketing strategy is what the firm wants to happen’”it is the firm’s
planned strategic choices that appear in the marketing plan itself.
a. forecasted
b. intended
c. predicted
With respect to competitive advantages, many see __________ as the most important
asset that an organization can possess, as it stems from the value generated by the trust,
commitment, cooperation, and interdependence among relationship partners.
a. partnership capital
b. integrity
c. relationship capital
To ensure that ethics and social responsibility are thoroughly incorporated into the
firm’s strategic planning process, the firm’s __________ should never be silent about
ethical requirements and social responsibility.
a. marketing plan
b. code of conduct
c. leadership team
In most marketing channels for consumer products, the balance of power has shifted to
__________ due to their size and buying power.
a. consumers
b. mass merchandise retailers
c. wholesalers
Which of the following statements about integrated marketing communications (IMC)
is FALSE?
a. IMC refers to the strategic, coordinated use of promotion to create one consistent
message.
b. IMC takes a 360-degree view of the customer.
c. The role of mass television advertising is growing more important to IMC strategy.
d. IMC reduces costs and increases efficiency because it can reduce or eliminate
redundancies and waste.
e. The key to IMC is consistency and uniformity of message across all elements of
promotion.
What type of control mechanisms are used during implementation to influence
employee behaviors so that they will support the marketing strategy and its objectives?
a. input controls
b. informal controls
c. social controls
__________ is paid personal communication that attempts to inform customers about
products and persuade them to purchase those products.
a. Personal selling
b. Sales promotion
c. Publicity
Rovio recently launched a new version of its popular Angry Birds game called ‘Angry
Birds: Star Wars.’ What type of brand alliance does this represent?
a. family branding
b. brand licensing
c. co-marketing