Selling accessory products along with the main product is referred to as ________
pricing.
A) product bundle
B) optional-product
C) market-penetration
D) by-product
E) product line
Service perishability means that ________.
A) service evaluation is highly subjective
B) the quality of services depends on the provider
C) services cannot be stored for later sale or use
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
E) services cannot be separated from their providers in most cases
Which of the following statements is most likely true about direct marketing?
A) Direct marketing is used to sell goods to an undifferentiated market segment.
B) Direct marketing is an inconvenient and lengthy process for most buyers.
C) Direct marketing models remain unaffected by the rapid growth of technologies.
D) Direct marketing provides opportunities for building customer engagement.
E) Direct marketing is rarely used by companies as a supplementary channel.
Both market penetration strategies and market development strategies primarily involve
________.
A) selling a company’s current products
B) modifying the company’s product line
C) selling in new as well as existing markets
D) developing a new product
E) leaving the current market
The town of Genter recently witnessed a devastating hurricane that crippled the town’s
infrastructure. Q-Mart, a retail chain that plans to open a new retail store in Genter,
organizes a program to help the people of Genter. The program consists of providing
free meals to those who lost their dwellings in the hurricane. What section of the
marketing microenvironment is Q-Mart most likely trying to reach?
A) suppliers
B) marketing intermediaries
C) local publics
D) competitors
E) employees
Which of the following best describes market segmentation?
A) differentiating a market offering to create superior customer value
B) identifying consumer needs and creating a product to meet those needs
C) arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers
D) evaluating each market segment’s attractiveness and selecting one or more segments
to enter
E) dividing a market into distinct groups of buyers who have different needs,
characteristics, or behaviors
Sally purchased a newly introduced moisturizing lotion. By attempting to find out if the
lotion’s perceived performance matched her expectations, Sally was measuring her level
of customer ________.
A) loyalty
B) satisfaction
C) equity
D) engagement
E) lifetime value
In a straight rebuy, a buyer ________.
A) wants to obtain the same product from a lower-priced supplier
B) reorders something without any modifications
C) considers a product or service for the first time
D) needs a modified product to suit new requirements
E) finds new ways to add value to the same product
Pacific Fisheries groups its customers by regions in the U.S., such as Midwest,
Northeast, and Southwest. For each region, Pacific Fisheries tailors a different set of
advertisements and promotions. Based on which of the following segmentation
variables does the firm divide its market?
A) behavioral factors
B) personality characteristics
C) geographic location
D) benefits sought
E) demographics
Which of the following is a traditional direct marketing tool?
A) catalog
B) e-mail
C) blog
D) online advertisement
E) Web site
The ________ concept holds that a company’s marketing should support the best
long-run performance of the marketing system.
A) selling
B) global marketing
C) sustainable marketing
D) differential marketing
E) marketing
Selecting particular segments of a population of customers to serve is called ________.
A) process reengineering
B) brand synchronizing
C) mass customizing
D) target marketing
E) market positioning
Which of the following sets the lower limit for a product’s pricing?
A) product costs
B) profits
C) competition
D) elements of the product mix
E) consumer perceptions of value
Evans and Hills, a beverages manufacturing company, has developed a new line of
specialty teas and is seeking regular input from the test marketing process. To facilitate
this process, the firm uses BuyerScan, a software that generates store-by-store,
week-by-week reports on the actual sales of tested products and the impact of in-store
and in-home marketing efforts. Which of the following approaches does this scenario
illustrate?
A) standard test markets
B) inventory tracking
C) controlled test markets
D) simulated test markets
E) direct commercialization
Burger Town introduced a new hamburger and released it in two different cities at two
different prices. Marketers of Burger Town then analyzed the sales records of their
outlets at the two cities, determined the price that resulted in better profits, and used the
information to set a nationwide price for their new offering. This is an example of
________.
A) exploratory research
B) survey research
C) Netnography research
D) experimental research
E) descriptive research
Which of the following is most likely true about salespeople in a field sales force?
A) They build relationships with customers by traveling to see them.
B) They make most sales from their offices via media interactions.
C) They provide administrative backup for outside salespeople.
D) They rely on telemarketing efforts to gain leads and clients.
E) They are prohibited to sell or service accounts directly.
The final step in the marketing process is ________.
A) capturing value from customers
B) constructing an integrated marketing program
C) building profitable relationships with the customers
D) understanding the marketplace
E) designing a customer-driven marketing strategy
________ refer to retailers that sell standard merchandise at lower prices by accepting
lower margins and selling higher volume.
A) Convenience stores
B) Discount stores
C) Full-service retailers
D) Designer shops
E) Specialty stores
Shampoo marketers segment buyers as light, medium, or heavy product users. This is
an example of ________ segmentation.
A) user status
B) usage rate
C) benefits sought
D) occasion
E) psychographic
Ethnographic research is ________.
A) a standard analysis of publicly available information
B) conducted in settings where people live and work
C) an approach that provides only secondary data
D) most feasible when customers live in distant locations
E) used by marketers seeking quantitative data
The Children’s Online Privacy Protection Act requires online operators targeting
children to ________.
A) educate children about digital technologies
B) post privacy policies on their sites
C) collect and store the personal information of parents of these children
D) collect personal information from children under age 13 for security purposes
E) avoid sending e-mails to the parents of children whom they target