Examples of ________ segmentation variables include integrity, respect, and honesty.
A. behavioral
B. psychographic
C. values
D. loyalty
E. needs
The Consumer Bill of Rights includes the right to receive a fair settlement of just
claims, including compensation for misrepresentation, shoddy goods, or unsatisfactory
services. This is known as the right to ________.
A. consumer education
B. satisfaction of basic needs
C. redress
D. be heard
E. safety
________ is collecting and evaluating advertising metrics to determine the effectiveness
of an advertisement or advertising campaign in fulfilling customer, organizational, and
marketing objectives.
A. Brand health measurement
B. Return on marketing investment
C. Advertising measurement
D. Media planning
E. Marketing accountability
Which of the following is defined as the process of delivering products and services to
customers?
A. logistics
B. channel management
C. distribution
D. supply chain management
E. transportation management
ROMI stands for ________.
A. retail opportunity for marketing investment
B. retail objective for marketing investment
C. reach of marketing initiatives
D. reliable opportunity for market integration
E. return on marketing investment
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________ advertising.
A. normative
B. subliminal
C. perceptual
D. subcultural
E. contextual
Which of the following is most important in defining the brand architecture that a
company uses to guide brand development?
A. line extension strategy
B. brand strategy
C. brand positioning
D. brand protection
E. brand knowledge
Which of the following would most likely be discussed in the company description,
purpose, and goals section of a marketing plan?
A. a situation analysis
B. the sales forecast
C. the proposed implementation schedule
D. the company’s competitive advantage
E. the company’s market needs
Which of the following statements about segmenting international markets is true?
A. Countries in close physical proximity to each other have similar cultural, economic,
and political environments.
B. Consumers in one country’s market have more in common with each other than they
do with consumers in other countries.
C. Segments that span national boundaries can be more valuable to companies than
segments that exist within a single country.
D. The basis for grouping customers across country borders should be immigration.
E. Global marketing strategies that identify consumer needs and wants within national
boundaries are the most successful.
The Theory of Planned Behavior attempts to explain how ________ influence
consumer behavior.
A. attitudes, behaviors, and norms
B. behaviors, self-identity, and personality
C. cognitive age, life stages, and reference groups
D. beliefs, perceptions, and motivations
E. subcultures, opinion leaders, and social classes
Through ________, a partner firm in the foreign market buys the right to use a
company’s manufacturing process, patent, or brand.
A. indirect exporting
B. licensing
C. contract manufacturing
D. direct investment
E. joint ownership
Which of the following statements about the World Trade Organization (WTO) is true?
A. The WTO is a branch of the U.S. government.
B. Only countries that belong to established economic communities are granted
membership in the WTO.
C. Only developed nations are granted membership to the WTO.
D. The WTO’s main function is to help least developed countries grow their economies.
E. The WTO is the most powerful international organization dealing with the global
rules of trade between nations.
Which of the following most closely reflects the marketing concept?
A) “The supplier is king.”
B) “Marketing should be viewed as foraging and not gardening.”
C) “This is what I make; won’t you please buy it?”
D) “This is what I want; won’t you please make it?”
E) “Customers need to be told where they want to go.”
The ________ is comprised of the various elements companies can use to communicate
with the target market, including advertising, public relations, sales promotion, and
personal selling.
A. integrated media
B. interpersonal media
C. communications mix
D. media mix
E. AIDA model
Businesses selling to other businesses tend to discuss ________ when presenting their
product and services than business-to-consumer brands do.
A. more emotional benefits
B. more status benefits
C. more rational elements
D. more brand personality
E. less brand loyalty
A(n) ________ is a schedule of fees a country applies to goods and services from
foreign countries.
A. quota
B. exchange rate
C. tariff
D. loss-leader price
E. antitrust rate
Key performance indicators are measurements that help an organization do which of the
following?
A. create marketing strategies for new products
B. quantify progress toward the achievement of marketing objectives
C. analyze competitors’ media strategies
D. determine employee compensation packages
E. analyze the artistic value of marketing communications
Aric purchased a digital camera at a significant discount. Though the camera did not
have all of the features he had wanted, he was pleased with the reduced price. Aric
thought the photos he took with the camera were of a high quality, but he was
disappointed that the camera did not have a larger memory and that its batteries needed
to be replaced so frequently. Aric is best described as a ________ customer.
A. loyal
B. delighted
C. defecting
D. product champion
E. switchable
Data concerning which of the following would be LEAST likely included in the
forecasting section of a marketing plan?
A. variable costs
B. fixed costs
C. direct cost of sales
D. sales projections
E. demographic trends
A marketer analyzing a company’s manufacturing costs and the level of sales volume
needed to cover those costs is analyzing the ________ element of the marketing mix.
A. product
B. promotion
C. place
D. physical evidence
E. price
Which of the following is NOT one of an organization’s internal marketing participants?
A) the marketing department
B) the finance department
C) the board of directors
D) the customer
E) the organization’s president
Having recently celebrated her 50th birthday, Mattel’s Barbie is an example of an
age-defying product. Barbie, simultaneously timeless and trendy, is in the ________
stage of the PLC.
A. introduction
B. growth
C. maturity
D. decline
E. adoption
In most cases, which of the following is true about a subsistence economy?
A. It has an agrarian society.
B. It is by definition landlocked.
C. It has a viable middle class.
D. It has high literacy levels.
E. It has an advanced economic infrastructure.
NutriSystem has typically targeted its weight loss programs toward women. Recently,
however, it stepped up its efforts to attract male customers. As the company
repositioned its brand for a different target audience, it was most important for
NutriSystem to do which of the following?
A. identify what competitors charge for their products
B. understand the wants and needs of the new targets
C. determine what type of sales force will be used
D. identify which marketing channels will be used
E. train salespeople in interacting with new targets
Extensive customization of a product offered in different international markets can
defeat which of the following benefits of global trade?
A. lowered production costs
B. access to less expensive labor
C. access to less expensive materials
D. access to new consumer markets
E. ability to offset domestic economic cycles
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 used a seasonal promotional gimmick to reach which target market?
A) business travelers
B) young families
C) retirees
D) summer campers
E) athletes
A magazine’s ________ can be thought of as a measure of its ________.
A. impact; reach
B. reach; engagement
C. circulation; efficiency
D. circulation; reach
E. efficiency; impact
A retailer’s ________ should differentiate the retailer while matching target shoppers’
expectations. One strategy is to offer products that no other competitor carries.
A. atmospherics
B. retail price policy
C. merchandise assortment
D. environment
E. distribution strategy
Using the practice of ________, a product’s price can easily be adjusted to meet
changes in the marketplace.
A. captive pricing
B. dynamic pricing
C. promotion pricing
D. price bundling
E. price lining
Unlike innovators, early adopters in general ________.
A. compose the smallest of the innovation adoption categories
B. have greater concern for social acceptance
C. have stronger physiological needs than others in the population
D. are light media users
E. are less mainstream
In a marketing plan, the ________ section identifies the specific procedures that a
business intends to follow to meet its marketing objectives.
A. measurement and controls
B. executive summary
C. forecasting
D. marketing situation
E. marketing strategy
The ________ buyers that are available in a market, the ________ an individual buyer
is to a business.
A. fewer; less important
B. fewer; more important
C. more; more important
D. more wealthy; less important
E. more diverse; more important
It is most useful to think of the 4 Ps from a(n) ________ perspective.
A. relational
B. customer
C. managerial
D. employee
E. shareholder
To attract a target audience of 25- to 35-year-olds, Godiva began running
advertisements that resembled fashion advertisements. Godiva also began purchasing
ad space in Vogue and Vanity Fair. In doing so, Godiva altered the ________ element of
its marketing-mix strategy.
A. product
B. promotion
C. place
D. physical evidence
E. price