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Which of the following is the practice of marketing two or more products and/or
services in a single package?
A. multibranding
B. co-branding
C. line extending
D. brand stretching
E. bundling
For a marketer repositioning an established brand for a new target audience,
understanding of which of the following is LEAST important?
A. the wants of the new targets
B. the needs of the new targets
C. the substitute products that are important to the new targets
D. the budgeting methods of leaders in the product category
E. the products the new targets are currently purchasing
Refer to the scenario below to answer the following questions.
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a bluff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during
the summer months, but then faced a tremendous downturn in business during the
winter months. "But, given the industry in the nearby towns, very little year-round
competition, and our close proximity to Portland," Carol added, "I couldn't understand
why seasonality had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol's plan,
then, involved a seasonal promotional gimmick to be implemented from early winter to
late spring that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers, both
satisfied repeat guests and new guests who had been snagged by her promotional
appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers delicious
entrees, but we'd like to expand that. We provide health club privileges off-site, but we'd
like to eventually provide our own. These are goals I hope to achieve in a few years.
Our first project, however, included a renovation of our guest rooms and I'm quite
proud of the results." Carol then added, "Actually there are so many possibilities! With
an indoor pool area, I will eventually offer weekend get-aways throughout winter."
Carol Veldt's use of "promotional gimmicks" is an example of the ________
orientation.
A) sales
B) marketing concept
C) consumer
D) production
E) relationship
The set of marketing variables a firm uses to achieve its desired sales performance is
called the ________.
A) promotion mix
B) product mix
C) marketing mix
D) facilitating function
E) CRM
________ is an organized movement of citizens, businesses, and government agencies
to protect and improve the living environment.
A. Consumerism
B. Environmentalism
C. Corporate social responsibility
D. Social marketing
E. Green marketing
Which of the following is the most logical reason that an organization would rely
heavily on personal selling?
A. to make more cost-efficient use of the promotional mix
B. to move the focus away from developing customer relationships
C. to better service many small customers
D. to more effectively sell highly technical products
E. to decrease marketing mix expenditures
________ is the degree to which a product meets or exceeds customer expectations.
A. Customer delight
B. Customer satisfaction
C. Customer perceived value
D. Customer perceived benefits
E. Value of customer
Empire Products has begun a process to find the best suppliers. Empire Products is
actively engaged in which step of the buyer purchase process?
A. recognition of the problem or need
B. selection of an order routine
C. search for and qualification of potential sources
D. evaluation of proposals
E. performance feedback and evaluation
________ is a collection of non-physical assets owned by an individual or company that
are the result of innovation and are legally protected from being copied or used by
unauthorized partners.
A. Brand valuation
B. Brand architecture
C. Brand personality
D. Intellectual property
E. Category property
Which of the following would be the best media type selection for a company
marketing a complex product that needs to be demonstrated in order for consumers to
understand the benefits it will deliver?
A. radio
B. newspaper
C. out-of-home
D. magazine
E. television
A(n) ________ is a sense of truth that a person has about something.
A. norm
B. motive
C. belief
D. attitude
E. perception
The general personal selling process, which is widely accepted, consists of ________
steps.
A. three
B. four
C. five
D. six
E. seven
Information about which of the following would most likely be included in the
marketing mix component of the marketing strategy?
A. worst case risks
B. market research
C. pricing
D. financial forecasts
E. target market descriptions
A product that falls above the fair value line of a value map is perceived to deliver
benefits that are ________ the product's cost.
A. greater than
B. less than
C. equal to
D. unrelated to
E. exaggerated by
Whenever a company introduces a new product in a portfolio, there is a risk of
________, which occurs when sales of an existing product decline as the firm's current
customers switch to the new product.
A. counterfeiting
B. disintermediation
C. cannibalization
D. brand inequity
E. bundling
The U.S. Consumer Product Safety Commission and the Food and Drug Administration
are most accurately characterized as part of the ________ environment.
A. economic
B. cultural
C. legal
D. technological
E. political
Stan Clark, the owner of Eskimo Joe's bar, is considering closing the bar and selling the
logo apparel with direct marketing through a catalog. Stan Clark is considering a(n)
________ option.
A. wholesaling
B. nonstore retailing
C. off-price retailing
D. warehouse
E. broker
Members of a company's ________ conduct business from their offices using
telephones, emails, or visits from prospective buyers to generate sales.
A. outside sales force
B. inside sales force
C. industry sales force
D. customer sales force
E. product sales force
Kotler based his 4 Cs on the idea that ________ is more important than ________.
A. channel communication; customer acquisition
B. customer retention; channel efficiency
C. customer acquisition; customer value
D. channel communication; channel efficiency
E. customer retention; customer acquisition
The two main types of samples used by researchers are ________.
A. reliable and nonreliable
B. probability and nonprobability
C. valid and invalid
D. pure and applied
E. census and non-census
Gretchen is in the process of deciding which new car to buy. In comparing the miles per
gallon, luxury features, safety features, and style of three different models, Gretchen is
considering each car's ________.
A) demand
B) service
C) utility
D) marketing orientation
E) marketing concept
In recent years, security regulations initiated by the federal government through the
Transportation Safety Administration affected Southwest Airlines. These regulations are
part of the ________ affecting this airline.
A. external environment
B. internal environment
C. competitive environment
D. brand strategies
E. microenvironment
Which of the following is defined as the differential effect that brand knowledge has on
the customer response to marketing efforts?
A. attitudinal brand equity
B. customer-based brand equity
C. loyalty
D. brand valuation
E. brand positioning
Which of the following is NOT a major marketing communication tool?
A. sales promotion
B. strategic positioning
C. direct marketing
D. public relations
E. advertising
During which stage of new product development will management most likely estimate
minimum and maximum sales to assess the range of risk in launching a new product?
A. concept development
B. marketing strategy
C. business analysis
D. product development
E. test marketing
A person's buying choices are influenced by several major psychological factors. Which
is NOT one of these factors?
A. motivation
B. perception
C. evaluation of alternatives
D. learning
E. beliefs
Johnson Business Solutions, Inc., maintains one sales force for its copy machines and a
separate sales force for its computer systems. Johnson Business Solutions utilizes a
________ sales organization.
A. product line
B. industry
C. territorial
D. key accounts
E. complex
At Neiman Marcus, a first-class department store, customers shop for specialty products
and have come to expect assistance in every phase of the shopping process. Neiman
Marcus is a ________.
A. self-service retailer
B. limited-service retailer
C. full-service retailer
D. specialty store
E. superstore
Refer to the scenario below to answer the following questions.
Casey Brickly opened The Landing on the north shore of Witmer Lake in 1962. With a
sandwich counter on one side and a bait shop and grocery on the other, The Landing
was an immediate hit with weekend lake visitors and local residents alike. In the
summer, boaters parked at the piers and bought all their lake needs rods and reels, bait,
fishing licenses, snacks, soft drinks at The Landing. Even during the winter months,
snowmobilers and ice fishermen were lured to The Landing for a snack and hot coffee
or hot chocolate.
As time passed, the business changed and grew tremendously. What was formerly a
weekend tourist area gradually became a year-round residential area. Many of the
houses, which were built as cottages in the 1950s and 1960s, were remodeled into
year-round homes. By the end of the 1970s, the days of small motor boats and 10
mile-per-hour speed limits were gone; skiing and speed boats became all the rage. For
some time, The Landing continued to attract flocks of patrons.
In the 1980s, however, Casey started to realize that the grocery area in The Landing
could not compete with larger local retailers. He eventually enlarged the sandwich
counter, transforming the bait shop and grocery into a restaurant with a full menu
typical of any diner.
"Getting rid of the bait shop was hard to do," Casey admitted. "I still had a summer
crowd that relied on us for their fishing needs, but we couldn't survive a whole year on
four months of profit."
By 2005, the atmosphere of Witmer Lake and the neighboring lakes had become
upscale. "I could see that people were spending more on their speed boats than what
they had originally paid for their cottages!" Casey exclaimed. Many of the cottages
were being inherited by children and grandchildren of the original owners. Once again,
the scene started to change as many of the lake houses were used only as weekend lake
homes. Unlike the previous generation, a vast number of the current owners could
afford to live closer to their jobs while maintaining lake homes. "At this point, business
wasn't growing," Casey said.
As local competition continued to increase, Casey converted the diner atmosphere of
The Landing into a bar with a lounge area. "The change might have been too drastic,"
Casey said, "but it was the only way we could maintain a strong, year-round business in
spite of the population shifts and competitive forces."
Which of the following macroenvironmental forces has had the greatest effect on The
Landing?
A. the social and cultural environment
B. the technological environment
C. the sustainable environment
D. the political environment
E. the social responsibility environment
An undifferentiated marketing strategy is most likely to be successful in which of the
following scenarios?
A. The market has many competitors.
B. The product or service has wide appeal.
C. The company has limited resources.
D. The market is slowly shrinking.
E. The market has a few strong competitors.
Of the following, which type of marketing communication tool gives the marketer the
greatest level of control over the message?
A. sales promotion
B. advertising
C. public relations
D. word of mouth
E. personal selling
When Burger King targets children, teens, adults, and seniors with different ads in
different media, it is practicing ________ segmentation.
A. demographic
B. values
C. psychographic
D. behavioral
E. usage
