Which of the following is the best example of a desirable product?
A) breakfast cereal
B) cigarettes
C) effective but foul-tasting medicine
D) junk food
E) dental insurance
Bose offers $50 cash back to customers who purchase a new speaker and send in a
proof of purchase. This is an example of a ________.
A) rebate
B) POP promotion
C) price pack
D) premium
E) sample
Style simply describes the ________ of a product.
A) quality
B) appearance
C) utility
D) durability
E) long-term benefits
________ involves planning, implementing, and controlling the physical flow of goods,
services, and related information from points of origin to points of consumption to meet
customer requirements at a profit.
A) Advertising
B) Product positioning
C) Mass customization
D) Marketing logistics
E) Branding
The single most important demographic trend in the United States is the ________.
A) changing age structure of the population
B) mobility of families
C) changing family structure of the population
D) increasing number of professional jobs
E) increasing birth rate
Which of the following is an external factor that affects pricing decisions in a company?
A) the company’s overall marketing strategy
B) the nature of the market
C) the organizational objectives of the company
D) elements of the company’s marketing mix
E) the annual advertising budget of rival firms
RedFin, a company marketing deep-sea diving equipment, charges very high prices for
its products. Despite the availability of many low-priced products in the market,
customers seem to prefer RedFin, which has earned a reputation for selling high-quality
products. This exemplifies ________.
A) a pure monopoly
B) an oligopoly
C) a nonprice position
D) break-even pricing
E) target costing
You want to advertise your new product. You want good mass marketing coverage and
low cost per exposure. You also want to combine sight, sound, and motion and make the
advertisement appealing to the senses. You should choose ________ as your advertising
media.
A) newspaper
B) radio
C) magazines
D) television
E) direct mail
Delta Motorworks markets its cars based on the age, gender, and income of its
customers. Which of the following types of market segmentation is evident here?
A) geographic segmentation
B) benefit segmentation
C) occasion segmentation
D) demographic segmentation
E) psychographic segmentation
Workers, managers, and members of the board are examples of ________ publics.
A) general
B) internal
C) local
D) citizen-action
E) media
Which of the following involves the producer agreeing not to sell to other dealers in a
given area, or the buyer agreeing to sell only in its own region?
A) closed loop marketing
B) uniform-delivery pricing
C) exclusive territorial agreement
D) cross merchandising
E) nationalized marketing
According to the commercialization stage of the new-product development process,
following the decision to introduce the new product at a particular time, a company
must next decide ________.
A) where to launch the new product
B) how to launch the new product
C) why to launch the new product
D) what pricing strategies to implement
E) what marketing mix elements to use
A(n) ________ does not take title to goods and represents buyers or sellers on a more
permanent basis than a broker.
A) full-service wholesaler
B) industrial distributor
C) agent
D) retailer
E) cash-and-carry wholesaler
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster,
Pennsylvania from locally grown wood, is an example of a(n) ________.
A) convenience product
B) capital item
C) specialty product
D) service
E) product attribute