In the ________ stage of the new product development process, products undergo
rigorous tests to make sure that they perform safely and effectively, or that consumers
will find value in them.
A) product design
B) idea generation
C) concept development and testing
D) product development
E) product activation
Price setting is usually determined by ________ in large companies.
A) top managers
B) external stakeholders
C) product managers
D) non-executive employees
E) the sales department
Computer mouse and interface device maker AdvTechPRO is only a fraction the size of
software giant Terminal Time Software Inc. AdvTechPRO manufactures every variation
of computer mouse imaginable (for left-handed people, wireless mice, shaped like
actual mice, LED mice, etc.). Through skillful ________, the firm dominates the PC
mouse market, with Terminal Time Software as its runner up.
A) centralization techniques
B) niching
C) brand imaging
D) vertical integration
E) benchmarking
The physical environment affecting marketing activities is referred to as the ________
environment.
A) economic
B) natural
C) cultural
D) political
E) social
Once managers of The Grecian Urn have decided on their product concept and
marketing strategy, they can evaluate the business attractiveness of the proposal in the
________ stage of the new product development process.
A) business transformation
B) test marketing
C) business analysis
D) business process reengineering
E) concept testing
Which of the following is the first step in developing an effective integrated
communications and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message
A consumer is reading a magazine with an advertisement, but due to a loud sound he is
distracted from reading the advertisement and is not able to grasp its key points. In the
context of the communication process, this unplanned static or distortion is called
________.
A) noise
B) encoding
C) feedback
D) response
E) decoding
When theaters vary seat prices due to audience preferences for seats in coveted rows,
they use ________ pricing.
A) customer-segment
B) location-based
C) time-based
D) product line
E) captive product
Which of the following is NOT a common variable used by both consumer and business
marketers while segmenting markets?
A) operating characteristics
B) loyalty status
C) usage rate
D) geographic location
E) benefits sought
In which situation is the market dominated by one seller?
A) pure monopoly
B) monopolistic competition
C) oligopolistic competition
D) pure competition
E) free market
In industrial markets, ________ typically has the final say in setting the pricing
objectives and policies of a company.
A) the sales manager
B) top management
C) the production manager
D) the HR department
E) the sales staff
Flurrbies, a brand of unique winter accessories that quickly fell in and out of favor with
customers, is an example of a ________.
A) style
B) fashion
C) fad
D) norm
E) subculture
A particular automobile company works to keep its customers happy after each sale,
aiming to delight each one of them in order to increase their customer lifetime value.
Which of the following steps of the buyer decision process does the company
exemplify?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
The ________ market consists of schools, hospitals, nursing homes, prisons, and the
like that provide goods and services to people in their care.
A) government
B) consumer
C) wholesale
D) for-profit
E) institutional
Noticing that themed envelopes aren’t selling well, Charles Payton decides to offer
customers a special “letter writing” kit. He prices the kit’”which comprises letter paper,
matching envelopes, and pens’”at $5, even though the combined prices of the individual
items is $8. Which of the following pricing strategies is he using?
A) optional product pricing
B) product bundle pricing
C) by-product pricing
D) dynamic pricing
E) captive product pricing
While using integrated marketing communications, the communications process should
start with a(n) ________.
A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence
Randy keeps getting unwanted and annoying e-mails from several marketing firms
unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of
the following best describes these e-mails?
A) malware
B) adware
C) Trojan
D) firewall
E) spam
Among the generational groups in U.S population, the ________ are still the wealthiest
generation in U.S. history.
A) baby boomers
B) Generation Xers
C) Millennials
D) echo boomers
E) Silent Generation
Display media includes ________.
A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards
Which of the following is a nontariff trade barrier?
A) strike
B) quota
C) boycott
D) exchange premium
E) restrictive product standards
Which of the following statements best explains why idea screening may be the most
important step of new product development?
A) It increases the number of ideas generated.
B) It provides an opportunity for the marketer to test the prototype in a simulated
market.
C) It helps forecast the products’ sales and profits accurately for a specific period.
D) It gives research and development team members an opportunity to gather consumer
feedback.
E) It saves the company money in product development costs by going ahead with only
the product ideas that are likely to be profitable.
The latest trend in the United States involves rediscovering the benefits of
home-cooked food and the use of organic ingredients. People are choosing to spend
hours in the kitchen using only the freshest ingredients to cook healthy and nutritious
meals. This change in ________ is one of the reasons for the increasing demand for
organic ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle
The decision-making unit of a purchasing organization is called its ________.
A) value chain
B) buying center
C) customer support system
D) quality center
E) innovation center
Which of the following is true with regard to marketing research?
A) The marketing research process depends primarily on sophisticated internal
databases.
B) The marketing research process requires assessing macroeconomic forces.
C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.
Marketing management must make four important decisions when developing an
advertising program. Briefly describe these four decisions.
Explain the four major steps in designing a customer-driven marketing strategy.
What is a marketing strategy? How do marketing strategies help firms?
Why is the use of direct-response television growing in popularity?
Each product will have a life cycle, although its exact shape and length is not known in
advance. Briefly explain each phase of the product life cycle.
Name some common convenience products.
Explain product line pricing.
What should the price steps of product line pricing take into account?
Distinguish between an outside sales force and an inside sales force.
What is the most common CRM mistake?