In the marketing mix, product refers to the goods and services the company offers to the
target market, while promotion refers to advertising.
Direct-mail programs are typically stand-alone programs and cannot be integrated with
a broader marketing campaign.
Satisfying consumers’ immediate needs and desires does not always serve the future
best interests of either customers or the business.
The push promotion strategy tends to be used by business-to-business marketers.
Customer needs and buying motives are usually overtly evident to marketers.
Do-not-call legislation has rendered all forms of telemarketing ineffective.
Neuromarketing techniques provide easy-to-interpret data that allow researchers to
analyze consumer involvement with products.
While designing a customer-driven marketing strategy, marketers are likely to divide
the market into smaller segments.
Most major new innovations are unsought until consumers become aware of them
through advertising.
Marketers typically limit their market segmentation analysis to a single variable in
order to simplify the process.
A brand’s value proposition is the set of benefits or values it promises to deliver to
consumers to satisfy their needs.
With the crowdsourcing approach, a company can estimate the sales volume that a new
product will generate.
Manufacturers provide allowances to retailers as compensation for advertising or
creating special displays for their products.
Which of the following is a type of joint venture?
A) direct exporting
B) management contracting
C) direct investment
D) retailing
E) wholesaling
Checking out products in traditional stores and purchasing them online is referred to as
________.
A) warehousing
B) wholesaling
C) retailing
D) franchising
E) showrooming
Which of the following statements is most likely true about unsought products?
A) Unsought products are consumer products and services that customers buy
frequently.
B) Marketers use aggressive advertising to convince consumers to buy unsought
products.
C) Unsought products are typically purchased for further processing by industrial
manufacturers.
D) Compared to convenience products, unsought products are purchased more
frequently.
E) Unsought products offer many unique characteristics to status-conscious consumers.
Which of the following is true of competitive marketing intelligence?
A) It can predict a firm’s future but not the pattern of forces in the market.
B) It cannot be collected from internal sources of a firm such as employees and sales
force.
C) It requires inside information from a competitors’ internal database.
D) It can be obtained from information that is available in the public domain.
E) It can be obtained from online databases only through subscription and a fee.
________ costs are also known as overhead.
A) Fixed
B) Variable
C) Target
D) Capital
E) Payroll
________ refer to two or more outlets that are commonly owned and controlled.
A) Corporate chains
B) Factory stores
C) Specialty stores
D) Designer shops
E) Warehouse clubs
Computer Works is a computer accessories manufacturer based in Brazil. All customers
in South America pay the same freight charge, $20, when they order products from the
company. All customers in North America pay a freight charge of $50. The company’s
pricing strategy is referred to as ________ pricing.
A) basing-point
B) FOB-origin
C) freight-absorption
D) zone
E) uniform-delivered
________ refers to reducing the business portfolio by abandoning products that no
longer fit the company’s overall strategy.
A) Market segmentation
B) Vertical integration
C) Product line extension
D) Downsizing
E) Diversification
When companies fully adapt their advertising messages to local markets, they follow a
strategy of ________.
A) communication extension
B) product invention
C) communication adaptation
D) straight product extension
E) product adaptation
Which of the following concepts is based on a customer-centered philosophy?
A) the product concept
B) the marketing concept
C) the production concept
D) the selling concept
E) the distribution concept
________ are the largest group of wholesalers and can be divided into two broad types
of wholesalers: full-service and limited-service.
A) Brokers
B) Retailers
C) Agent wholesalers
D) Merchant wholesalers
E) Manufacturers’ agents
According to Maslow’s hierarchy of needs, which of the following is true?
A) The most pressing needs are placed at the top of the hierarchy.
B) Physiological needs include a sense of belonging and love.
C) An individual will try to satisfy least pressing needs first.
D) Lower-level needs are fulfilled before higher-level needs.
E) All needs in the hierarchy are biological needs.
Craft Inc.’s Krayons is a multi-color chalk material that was released in the market over
a century ago. Since the release, the company has had remarkable sales and Krayons
has remained unchanged. However, over the last few years, sales of Krayons have been
stagnant. Competitors have begun marking prices down, and increasing their
advertising and sales promotions. Craft’s Krayons is most likely in the ________ stage
of the PLC.
A) introduction
B) maturity
C) growth
D) decline
E) incubation
Which types of stores are characterized by specialty goods for which customers need
assistance and higher operating costs that are passed along to customers as higher
prices?
A) self-service stores
B) convenience stores
C) full-service stores
D) discount stores
E) off-price stores
Which of the following media is most suitable for advertising a product that needs to be
demonstrated?
A) television
B) radio
C) newspaper
D) magazine
E) billboard
Compared to adapted global marketing, standardized global marketing ________.
A) adjusts promotional efforts to address cultural differences in target markets
B) results in additional marketing and manufacturing costs
C) relies on social media to develop customer relationships
D) usually results in diluted brand power over time
E) uses the same marketing mix worldwide
An emerging economy is also known as a(n) ________ economy.
A) industrializing
B) industrial
C) subsistence
D) raw material exporting
E) developed
Inglast, a chocolate producer, is faced with a class action suit when customers find
pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an
advertising campaign to show the new and improved safety seals on all containers of
cocoa powder. Which kind of advertisement has Inglast most likely used?
A) classified
B) informative
C) comparative
D) personalized
E) reminder
By offering product and marketing variations to segments and developing a stronger
position within several segments, companies hope to create more total sales through
segmented marketing than ________ marketing across all segments.
A) undifferentiated
B) differentiated
C) niche
D) local
E) individual
Which of the following is a social factor that influences consumer buying behavior?
A) family
B) life-cycle stage
C) economic situation
D) personality
E) occupation
What is test marketing? What role does it play in new product development? What
factors do firms consider when determining whether or not to conduct test marketing?
Identify the product characteristics that influence the rate of adoption of a product.
Explain how each characteristic affects the rate of adoption.
Describe the components of a marketing information system (MIS), and list its three
main functions.
Describe the promotion tools used by retailers.
Marketers can obtain needed information from internal data, marketing intelligence,
and marketing research. Describe some common sources of each of these.
What are the four elements of salesperson compensation? Give an example to show
how these elements motivate salespeople in different situations.
What are the different ways of finding sales prospects?
Explain how wholesalers have been able to use technology to cut costs.
“Brand standardization has many benefits.” Counter this statement with reference to
international advertising and provide an example.