Netnography research involves observing consumers in a natural context on the
Internet.
Operating control involves checking ongoing performance against the annual plan and
taking corrective action when necessary.
Sustainable marketing consists of five principles: consumer-oriented marketing,
customer-value marketing, innovative marketing, sense-of-mission marketing, and
societal marketing.
The widespread use of scanner-based computer checkouts has eradicated complaints of
retailers overcharging their customers.
UNASUR is the economic community of South American nations.
Multichannel marketing occurs when a single firm sets up two or more marketing
channels to reach one or more customer segments.
In the proposal solicitation stage of the business buying process, the buyer invites
qualified suppliers to submit proposals.
Category killers are giant specialty stores that carry a very deep assortment of a
particular line.
An organized collection of comprehensive data about individual customers or prospects
is called spam.
Dividing a market into distinct groups of buyers who have different needs,
characteristics, or behaviors, and who might require separate products or marketing
programs is known as market diversification.
All personal communication channels are controlled directly by the company.
A gym equipment manufacturer encourages customers to become members of the firm’s
Web site. Membership provides customers with exercise tips as well as discounts on
gym equipment and workout apparel. This is an example of ________.
A) a frequency marketing program
B) a basic customer relationship
C) a club marketing program
D) the selling concept
E) consumer-generated marketing
Neal Murphy sells his company’s unique products on television programs. He also hosts
a 30-minute show in which he demonstrates and explains the advantages of the product.
At the end of the show, a toll-free number is displayed on the screen that can be used by
viewers to place their orders for the product. Which of the following forms of
advertising is evident here?
A) direct-response television advertising
B) telemarketing
C) interactive television marketing
D) podcast marketing
E) kiosk marketing
Mary Adams is helping her company develop a marketing program for a new product
line. The program is designed to appeal most to less materialistic consumer groups who
are likely to prize experience, not acquisition. The marketing program is most likely
designed to appeal to which of the following demographic groups?
A) Generation X
B) Millennials
C) Echo Boomers
D) Silent Generation
E) Lost Generation
The pharmaceuticals division of Omni Healthcare holds low market share in a
high-growth market. According to the BCG matrix, the pharmaceuticals division of
Omni can be classified as a ________.
A) star
B) bear
C) question mark
D) cash cow
E) dog
Almost every industry includes firms that specialize in serving target subsegments
called market ________.
A) niches
B) mavens
C) baskets
D) indicators
E) mixes
Berman Electronics, a chain of appliance stores in North America, caters to a wide
range of customers. It has a marketing organization in which different operational
specialists head different marketing activities. Berman Electronics is a(n) ________.
A) customer management organization
B) niche marketer
C) early adopter
D) functional organization
E) laggard
FedEx offers its customers fast and reliable package delivery. When FedEx customers
weigh these benefits against the monetary cost of using FedEx along with any other
costs of using the service, they are acting upon ________.
A) brand loyalty
B) customer equity
C) customer-perceived value
D) customer lifetime value
E) a societal marketing campaign
SparkClean is a company that specializes in producing cleaning products for
automobiles. In order to promote its products, SparkClean sends a complimentary
sample of its products to auto-enthusiasts. Which form of marketing is SparkClean
involved in?
A) online marketing
B) viral marketing
C) telemarketing
D) kiosk marketing
E) direct-mail marketing
Which of the following is true of the baby boomers?
A) They tend to see themselves as far older than they actually are.
B) They represent a rapidly shrinking market for new housing and home remodeling.
C) They are long past their peak earning and spending years.
D) They control an estimated 80 percent of the United States’ personal wealth.
E) They have utter fluency and comfort with digital technology.
Many companies use RFID product labels on their goods, which exemplifies the
________ environment in business.
A) natural
B) political
C) economic
D) demographic
E) technological
McDonald’s “Plan to Win” strategy has added healthy food options to its menu, phased
out traditional artery-clogging trans fats, launched a major multifaceted education
campaign, and addressed environmental issues. “Plan to Win” best exemplifies the
________.
A) sustainable marketing concept
B) direct marketing concept
C) mercantilism concept
D) strategic planning concept
E) consumer business concept
Competitive parity and task methods are considered when making decisions about
________.
A) sales objectives
B) budget
C) message structure
D) media selection
E) metrics
The major activity in strategic planning is ________, whereby management evaluates
the products and businesses that make up the company.
A) SWOT analysis
B) benchmarking
C) business portfolio analysis
D) breakeven analysis
E) prospecting
Through ________, companies today are strengthening their connections with all
partners, from providers of raw materials and components to those involved in the
delivery of final goods and services.
A) supply chain management
B) direct marketing
C) customer relationship marketing
D) customized marketing
E) inventory management
Essential-Beauty is a rapidly growing firm that manufactures women’s makeup,
perfumes, and nail-care products. The company has established itself as a high-end
cosmetic product brand available at most national drug stores. In the past, almost all of
the advertising for Essential-Beauty has been in women’s fashion magazines.
The firm is now launching a new line of skin care products, ranging from facial
cleansers to body lotion. These products are designed to be marketed to a broader
audience, so the marketing team is exploring the effectiveness of different promotional
mixes.
Essential-Beauty considers one of its most important competitors to be Look-Lovely,
another marketer of high-end makeup and skin care products sold in drug stores. Based
on this, it is most accurate to say that Look-Lovely and Essential-Beauty are both
________.
A) niche marketers
B) in the same strategic group
C) distant competitors
D) overall cost leaders
E) market followers
An industry often contains “good” competitors and “bad”competitors. Define each term
and discuss scenarios with both “good” and “bad” competitors. How might “good”
competitors choose to react to “bad” competition?
How might a firm benefit from implementing an “intrapreneurial” program?
How can marketers reach the Millennials effectively?
Give an example of a multichannel distribution system.
How can a firm benefit from involvement in a contractual VMS?