An advertisement that is scheduled to run three times during the network television
broadcast of a college football game with an expected reach rating of 4.0 among men
18-24 would have a GRP of ________.
A. 3
B. 4
C. 7
D. 12
E. 13
Which of the following statements about consultative selling is true?
A. Consultative selling primarily uses hard-sell tactics.
B. A salesperson using consultative selling is more focused on selling products or
services than on solving a customer’s problems.
C. With consultative selling, the salesperson tries to develop a win-win relationship
with customers.
D. People who engage in consultative selling do not prospect for new customers.
E. Consultative selling is a short-sighted approach.
The Sarbanes-Oxley Act of 2002 is primarily focused on ________ reform.
A. accounting
B. direct marketing
C. advertising
D. channel communication
E. promotions
Profit opportunities are greatest for marketers that use a(n) ________ strategy.
A. indirect exporting
B. contract manufacturing
C. joint ownership
D. franchising
E. direct investment
A ________ is a group of products that are closely related.
A. product line
B. line extension
C. product portfolio
D. line expansion
E. product mix
Which message execution style depicts average people using a product in an everyday
setting?
A. lifestyle
B. scientific evidence
C. slice of life
D. personality symbol
E. technical expertise
Disney allowed a paint manufacturer to produce paint using the Disney brand name for
a specific period of time. Disney paint is an example of ________.
A. licensing
B. bundling
C. alliance branding
D. multibranding
E. private label branding
A marketing communications objective to ________ has the goal of influencing how
the consumer feels about a category or brand and encouraging the consumer to find out
more.
A. help the consumer recognize a need
B. build awareness and interest
C. remind about a brand
D. reinforce the buying decision
E. stimulate action
Ken works at his company’s warehouse, where he makes sure that the correct shipments
are delivered to the company’s vendors on time. In his job, Ken is fulfilling the
________ marketing function.
A) communication
B) physical
C) facilitating
D) exchange
E) transaction
________ refers to the shared values, beliefs, and preferences of a particular society.
A. Culture
B. Learning
C. Perception
D. Motivation
E. Social class
Brand ________ is the extent to which a consumer repeatedly purchases a given brand.
A. equity
B. knowledge
C. valuation
D. loyalty
E. sourcing
Which step in the five-step marketing research process has been left out of the
following list: defining the problem, conducting the research, analyzing the research,
and addressing the problem in a research paper?
A. developing the research budget
B. choosing the research agency
C. choosing the research method
D. designing the research
E. comparing and contrasting primary and secondary data
Word-of-mouth advertising is also known as ________.
A. mass marketing
B. niche marketing
C. one-to-one communication
D. viral advertising
E. relationship marketing
The alignment of marketing goals with financial performance requires increasing the
________ of marketing activities.
A. creativity
B. subjectivity
C. qualification
D. funding
E. quantification
Sandy is opening a second hair and nail salon in the suburban area of Des Moines,
Iowa. Sandy wants to advertise her new store without spending a great deal on
purchasing media or producing an advertising campaign. However, she wants to reach a
large segment of the population in and around Des Moines. To promote her grand
opening, it would be best for Sandy to place advertisements in which of the following
media vehicles?
A. national newspapers
B. local radio
C. beauty magazines
D. network television
E. outdoor boards
Many firms make an effort to identify smaller, better-defined target groups by using
________.
A. user rates
B. loyalty segmentation
C. multiple segmentation bases
D. positioning
E. mass marketing
Based on customer loyalty rankings for product categories, marketers could reasonably
expect consumers to be most loyal to which of the following?
A. canned soup
B. canned vegetables
C. pet food
D. soft drinks
E. canned fruit
________ are the largest category of wholesalers.
A. Brokers
B. Manufacturer sellers
C. Agents
D. Merchant wholesalers
E. Specialty wholesalers
The BCG matrix considers two dimensions: ________ and ________.
A. profits; costs
B. market attractiveness; profit potential
C. market share; market growth rate
D. production costs; marketing costs
E. customer needs; business objectives
Which of the following is a consumer product?
A. salt and gravel used by cities to spread on icy roads
B. a bulk package of tissues to be separated and resold at a convenience store
C. a bag of potato chips to be eaten by an individual
D. a carton of tomatoes to be used at a restaurant
E. a set of cleaning supplies used at an office
The ________, a United States regulatory agency, develops and enforces regulation
concerning the materials and processes that manufacturers may use.
A. Interstate Commerce Commission
B. Environmental Protection Agency
C. Federal Communications Commission
D. Federal Trade Commission
E. Food and Drug Administration
A(n) ________ is a collection of individuals who agree, for an incentive, to participate
in questionnaires on a variety of topics set by a manager.
A. syndicated panel
B. Internet research panel
C. focus group
D. structured interview group
E. convenience sample
________ refers to the speed with which consumers and businesses adopt a particular
product.
A. A penetration strategy
B. Positioning
C. A skimming strategy
D. Diversification
E. Diffusion of innovation
When the makers of a line of ballpoint pens state they are in the communication
equipment business, they are defining their mission too ________.
A. narrowly
B. realistically
C. specifically
D. broadly
E. futuristically
Refer to the scenario below to answer the following questions. In the 1970s,
Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a
small restaurant, and a grocery store. Over the next two decades, the small town
transformed into an international tourist attraction, attracting thousands of tourists who
are intrigued with the lifestyle of Shipshewana’s largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town’s popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller’s specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop’s display room with authentic Amish décor and
eventually hired three Amish friends to sew and embroider napkins and other textiles
per customer request. In addition, two women from the Amish community sought
permission from the Millers to display home-baked pastries and jellies on Tuesdays and
Wednesdays, the town’s busiest tourist days, when Shipshewana attracts swarms of
visitors to its flea market on the south edge of town.
“Shipshewana is full of specialty shops,” Mary Miller stated. “People don’t come here to
buy things made in China or Taiwan. They want real, Amish-made goods.”
The Amish décor and shop workers give customers an authentic impression of the pride
and skill built into the shop’s products. These aspects also contribute to the store’s
________.
A. price policy
B. retail margin
C. atmospherics
D. segmentation
E. targeting
According to the Organization for Economic Cooperation and Development, ________
is the largest single economy in the world.
A. China
B. India
C. the United States
D. Japan
E. Russia
Psychographics data in a customer database used by direct marketers include
information regarding a customer’s ________ and ________.
A. interests; income
B. activities; opinions
C. age; buying preferences
D. opinions; age
E. hobbies; family stage
The purpose of the idea generation stage of new product development is to create a
________ number of ideas. The purpose of succeeding stages is to ________ that
number.
A. small number; reduce
B. small number; increase
C. large number; increase
D. large number; reduce
E. limited number; sustain
A firm’s internal environment does NOT include ________.
A. its employees
B. its internal stakeholders
C. its financial capital
D. its brands
E. elements of the legal environment
A product that falls within the fair value zone 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. diminished by
Why do stores cluster together?
A. to decrease competition
B. to ensure an adequate level of traffic
C. to take advantage of tax breaks
D. to create retailer cooperatives
E. to standardize the service mix
What types of products do specialty stores carry? Give an example of a specialty store.
Identify and describe two possible challenges a marketer may face in developing
marketing-mix models.
Identify the four central ideas that influence strategies to create global brand equity.
Briefly identify and explain the two primary elements of a measurement plan.
The Federal Trade Commission enforces laws against deceptive advertising. Briefly
discuss three types of deceptive advertising that would be considered illegal.
Explain how companies identify attractive market segments and choose a target
marketing strategy.
Discuss the role of public relations during times of crisis for a company.
Explain the purpose of the Sarbanes-Oxley Act of 2002.
Why is spill-out a concern for marketers conducting a test run of a proposed national
media plan in a live test market?
Why should a company be concerned about integrating communications from different
sources within the company?
Explain four significant benefits a company can enjoy by ensuring its customers are
delighted.
Explain why businesses tend to like the idea of privatization.
Describe the four steps a firm should take when it is considering going global.
Explain how cannibalization and multibranding are related.
Describe the 4 Ps of the marketing mix, how they are used by management, and how
they relate to each other.
Define marketing planning. Briefly outline the major steps in a marketing plan.
How do wholesalers and brokers differ?
Explain how pricing is related to psychology, describing how at least two pricing
practices that appeal to customers on a psychological level.
Describe an example of how a company adjusted its marketing-mix strategies due to
changes in the market.
Explain why it is often to a company’s advantage to use a combination of bases to
create the most useful segmentation.