Retailers first must position themselves in a market and then decide how they will
define the target customers in these markets.
Mail questionnaires can be used to collect large amounts of information at a low cost
per respondent.
A company’s channel decisions directly affect the prices of its products.
Each company department can be thought of as a link in the company’s internal value
chain.
The communication effects of advertisements and ad campaigns are more difficult to
measure than the sales and profit effects.
Decoding is the process by which a sender puts his or her thoughts into a symbolic
form.
One valid criticism of the four Ps concept of the marketing mix is that services are not
considered.
A conventional distribution channel consists of one or more independent producers,
wholesalers, and retailers; each seeking to maximize its own profits, perhaps even at the
expense of the system as a whole.
Due to dropping sales, a company that manufactures soaps begins to sell them to
restaurants and hotels to extend their product’s life. The soap manufacturer is in the
________ stage of PLC.
A) introduction
B) growth
C) maturity
D) decline
E) development
There was a 35 percent increase in demand for a product after the seller decreased its
price by 14 percent. Therefore, the price elasticity of demand is ________.
A) 0.25
B) 0.4
C) -2.5
D) 2.5
E) -25
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
________ involves persuading people to buy goods they had no thought of buying.
A) Sustainable marketing
B) High-pressure selling
C) Strategic marketing
D) Redlining
E) Reverse redlining
Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members’
addresses. Which of the following best describes Renkel’s form of marketing?
A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) catalog marketing
E) direct-mail marketing
________ include displays and demonstrations that take place at the point of sale.
A) Rebates
B) Price packs
C) Premiums
D) POP promotions
E) Samples
The ________ is specifically focused on future company needs.
A) societal marketing concept
B) strategic planning concept
C) direct marketing concept
D) telemarketing concept
E) consumer business concept
Which of the following best comprises psychographic data?
A) buying preferences
B) family members and birthdays
C) age and income
D) address and region
E) activities and interests
Which of the following are examples of close competitors?
A) Applebee’s and Subway
B) Taco Bell and T.G.I. Friday’s
C) Pizza Hut and Burger King
D) McDonald’s and Taco Bell
E) McDonald’s and Burger King
Which of the following would a defender of globalization most likely use as an
example to argue that concerns of Americanization are overblown and that globalization
is indeed a two-way street?
A) the view of McDonald’s being a domestic brand in China
B) the growing popularity of coffee in China since the introduction of Starbucks
C) the growing number of IKEA furniture stores in the United States
D) the initial failure of Disneyland Paris
E) the anti-globalization protests aimed at KFC
Ursula Williams owns a small publishing company in Utah and has a very restrictive
budget for the market research she currently needs to conduct. She requires a large
sample size for her research in order to arrive at insightful conclusions. Additionally,
she wants to have excellent control over her sample. Keeping in mind her restrictive
budget and other specifications, which of the following methods of contact would you
advise Ursula to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews
John assured his venture capitalists an earning of 25 percent return on equity when he
began his IT start-up. In order to achieve this result, he will most likely use which of the
following pricing approaches?
A) value-based pricing
B) markup pricing
C) EDLP
D) customer-based pricing
E) target return pricing
In return for participating in Honda advertising and sales support programs, Honda
dealerships are rewarded with payments or price reductions, which are known as
________.
A) seasonal discounts
B) functional allowances
C) cash discounts
D) promotional allowances
E) trade-in allowances
At its most basic form, a marketing channel consists of the producer and the ________.
A) retailer
B) sales agent
C) competitor
D) processor
E) consumer
The management of two Panizza restaurants have an ongoing disagreement over the
discount rate given to students from the local high school. This is an example of
________ conflict.
A) intensive
B) selective
C) exclusive
D) horizontal
E) vertical
What are the four major communication functions?
Explain break-even pricing.
Discuss why a company really needs and benefits from competitors.
Briefly explain the major sales promotion tools.
What does a traditional American household consist of?
Explain the reasons for the failure of new products. What methods can a company adopt
to improve its odds of new-product success?