Of the three levels of products and services, the most basic level is the “actual product.”
In the four Ps of the marketing mix, promotion refers solely to advertising.
Line extensions occur when a company extends existing brand names to new or
modified products in a new category.
A buyer and seller are less dependent on each other in a business buying process than in
a consumer buying process.
Click-only companies have the largest number of salespeople.
Excessive host-country regulations are an example of tariffs.
Specialty products are those products that are primarily purchased for use in conducting
a business.
Contests, premiums, and displays are tools solely used for trade promotions.
The franchise organization is an example of a corporate vertical marketing system.
Companies with limited financial and personnel resources should most likely avoid
concentrated or niche marketing until their earnings improve.
Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to
feature its new products on their shelves for a considerable time period. In this case, the
promotion tool used by the company is referred to as a(n) ________.
A) price pack
B) rebate
C) sample
D) allowance
E) discount
________ are international divisions responsible for the sales and profits of their own
operating units.
A) World product groups
B) Geographical organizations
C) International subsidiaries
D) Global organizations
E) Export departments
Vertical conflicts in distribution channels are conflicts that occur between ________.
A) same levels in the same channel
B) different levels of the same channel
C) same levels of different channels
D) different levels of different channels
E) retailers and customers
________ are certificates that save buyers money while they purchase specified
products.
A) Price packs
B) Samples
C) Coupons
D) Point-of-purchase promotions
E) Premiums
Which statement is most likely true about the affordable method of setting an
advertising budget?
A) It typically overlooks how promotion affects sales.
B) It always results in overspending on advertising.
C) It is especially ideal for long-range market planning.
D) It leads to an overly fixed annual promotion budget.
E) It is most often used by firms with large advertising budgets.
In the BCG growth-share matrix, question marks refer to products or businesses with a
________.
A) low market share in a niche market
B) low market share in a market with high growth prospects
C) greater market share than all their competitors combined in a saturated market
D) high market share in a market with a high growth rate
E) low market share in a market that is set to shrink significantly
Lengthening a product line beyond its current range is referred to as product line
________.
A) filling
B) strengthening
C) mixing
D) stretching
E) widening
Which of the following is a cost-effective mode for shipping large amounts of bulk
products’“coal, sand, minerals, and forest products’“over long distances?
A) air carriers
B) water carriers
C) pipelines
D) trucks
E) railroads
Mintel Agro provides raw materials in the form of agricultural products to Kiltmark
Food Company. Kiltmark produces flour-based edible products, which it distributes to a
wholesale company called Yellowstar Trading. Yellowstar Trading then sells Kiltmark
products to the discount retailer, Stroos. Stroos sells the products to consumers. Which
of the following is considered a marketing intermediary in these transactions?
A) only Kiltmark
B) only Stroos
C) only Yellowstar Trading
D) both Yellowstar Trading and Stroos
E) both Stroos and Mintel Agro
________ involves using an existing brand name for a new product category.
A) Line extension
B) Co-branding
C) New branding
D) Brand extension
E) Multibranding
For most companies, the first step in conducting online marketing is to ________.
A) place an ad online
B) send e-mails
C) create a Web site
D) create a social networking site
E) place search-related ads
Netcorp, an Internet service provider, charges its users a fixed rental fee for its basic
package, which has a download limit. If a user exceeds this download limit, an
additional fee is charged for every download. In this case, the firm’s pricing strategy is
referred to as ________ pricing.
A) by-product
B) two-part
C) optional-product
D) segmented
E) promotional
Haley Computers Inc. has appointed a few employees to sift through customer
conversations on online forums and social networking sites regarding products
purchased from Haley. These employees are likely to be working as ________.
A) information technology officers
B) online Web designers
C) quality control specialists
D) corporate bloggers
E) listening officers
Which of the following is true of a direct marketing channel?
A) It increases the number of channel transactions.
B) It enables retailers to reach many customers.
C) It does not use any intermediaries.
D) It gives limited distribution control to producers.
E) It creates a complex distribution channel.
A strategy for company growth that involves increasing sales to current market
segments without changing the product is known as ________.
A) market development
B) market differentiation
C) market penetration
D) product development
E) diversification
A market segment is less attractive when ________.
A) there are few aggressive competitors in the segment
B) it is difficult for new entrants to enter the segment
C) it contains powerful suppliers who can control prices
D) substitute products are unavailable in the segment
E) buyers in the market segment have weak bargaining powers
A ________ brings buyers and sellers together and assists in negotiations.
A) distributor
B) broker
C) retailer
D) manufacturer
E) supplier
________ is a discomfort caused by postpurchase conflict.
A) Selective retention
B) Cognitive dissonance
C) Selective attention
D) Restraint bias
E) Subliminal perception
McPherson’s, an ice cream retailer, recently entered into an agreement that allows
independent businesspeople at select stores and locations across the country to sell its
famous ice creams and milk shakes for a monetary consideration. Which type of
contractual retail association is described in the above example?
A) corporate chain
B) voluntary chain
C) franchise organization
D) independent retailer
E) retailer cooperative
Traxx is a newly emerging shoe manufacturing company. After extensive market
research, Traxx divides its market into professional athletes, “hobbyists” or amateur
players, and people who wear shoes as part of their casual attire. Each category has its
own needs, traits, and marketing goals. In this scenario, Traxx has engaged in market
________.
A) development
B) positioning
C) diversification
D) segmentation
E) penetration
In a SWOT analysis, ________ refer to favorable factors or trends in the external
environment that a company may be able to exploit to its advantage.
A) strengths
B) strategies
C) threats
D) opportunities
E) controls
________ are small groups of consumers who interact directly and informally with
product designers without a moderator.
A) Cross-functional groups
B) Ethnographic groups
C) Observational groups
D) Immersion groups
E) Traditional focus groups
Explain the four major steps in designing a customer-driven marketing strategy.
Discuss the social and ethical concerns that the boom in digital technology has created
for marketers.
How do the different types of publics influence a company’s marketing environment?
What are the important factors that a marketer should be aware of when developing a
creative concept for an advertisement?
Compare the selling and marketing concepts, and list the key components of each
concept.
What is disintermediation? With a suitable example, explain the opportunities and
problems that disintermediation presents for producers and resellers.
What is organization marketing? Explain with the help of an example.
Explain the concept of positioning for competitive advantage.
Define commercialization. Explain the two important issues that a company must
decide during this stage.
Explain the term “value delivery network.”