Organizations that adopt the marketing concept should be concerned about marketing
ethics as well as broader issues of social responsibility.
Promotion is communicating information between the seller and the potential buyer or
others in the channel to influence attitudes and behavior.
Brand equity is the value of the brand’s overall strength in the market.
Marketing managers almost always find that opportunities in international markets are
less profitable than in domestic markets.
The best advertising medium is television, but some advertisers must use other media
because they do not have enough money for TV.
Seasonal discounts tend to smooth out sales during the year and therefore permit
year-round operation.
It is usually too expensive for personal selling to do the whole promotion job for
business products, so mass selling is useful too.
Marketing strategies and plans that the marketing manager recommends are more likely
to be acceptedand then successfully implementedif the links between marketing and
other functional areas have been carefully considered from the outset.
Marketing only applies to profit organizations.
Adoption of the Internet and cell phones is having its greatest impact in developing
countries.
A “marketing program” blends all of a firm’s marketing plans into one “big” plan.
“Selective exposure” refers to a person’s ability to screen out or modify ideas, messages,
and information that conflict with previously learned attitudes and beliefs.
Most firms in the U.S. avoid using a one-price policy because it is so inconvenient to
administer and leads to more negotiation and higher selling costs.
Mykleenextissue.com, where customers can personalize a box design with their own
color photos, is a good example of mass customization.
The major advantage of vending machine retailing is that the costs are low relative to
the volume they sell.
“Noise” in the traditional communication process is any distraction that reduces the
effectiveness of the communication process.
Sales growth is usually faster when the product is incompatible with the past values and
experience of the target market.
At the macro level, consumer satisfaction is difficult to measure and interpret so any
evaluation is in part subjective.
Mass-merchandisers have proved to be effective competitors in taking away department
store customers.
Expense items are depreciated over many years, while capital items are charged off as
they are usedusually in the year of purchase.
Primary demand is demand for a company’s own brand.
A segmenter is more likely than a combiner to really satisfy a target market and build
such a close relationship with customers that it faces no real competition.
Stocking allowances are given to an intermediary to get shelf space for a product.
L.L. Bean has achieved success because its customers typically view the benefits of
buying its products as greater than the costs.
A virtual corporation is one where the firm is primarily a coordinatorwith a good
marketing concept.
S.W.O.T. analysis is based on the idea that one of the best ways to develop a strategy is
to identify and copy the marketing ‘strategies, weapons, outlook, and tactics” of the
firm’s most effective competitor.
Both mass production and effective marketing are needed to satisfy the economic needs
of an advanced economy.
Almost 75 percent of all retail sales are made by the largest storesthose with sales of
over $5 million a year.
When using the seven-step approach for segmenting product-markets, one should
brainstorm potential customer needs after defining the broad product-market.
E-commerce refers to exchanges between individuals and organizationsand the
activities that facilitate those exchangesbased on applications of information
technology.
The sales and profits of an individual brand always follow the life-cycle pattern.
Although outright influence peddling is common in some international markets, it is not
allowed under the Foreign Corrupt Practices Act.
To guarantee good media selection, the advertiser FIRST must clearly specify its
A. promotion objectives.
B. target market.
C. budget.
D. advertising campaign.
Which of the following offers a firm the greatest potential for profit?
A. Mass marketing
B. The multiple target market approach
C. The combined target market approach
D. The single target market approach
E. Any of thesedepending on the situation.
To get problem-specific data, a marketing researcher would use:
A. the experimental method.
B. a questioning method.
C. an observing method.
D. consumer panels and focus groups.
E. Any or all of these could be used.
The marketing manager for Lucky Grains cereals is forecasting potential lifetime sales,
costs, and profitability for a potential new productLucky Rice Squares. The marketing
manager is using ____ to evaluate this opportunity.
A. cost plus assessment
B. operating margins screen
C. industry attractiveness matrix
D. strategic planning grid
E. total profit approach
Which of the following statements about manufacturers is true?
A. Most manufacturers have more than 50 employees.
B. Small manufacturer with less than 50 employees account for half of the total dollar
value added.
C. Small manufacturers now have purchasing procedures just as formal as large
manufacturers.
D. Manufacturers with less than 50 employees have more employees overall than
manufacturers with 50 or more employees.
E. Marketers often segment industrial markets on the basis of customer size.
In the U.S., about ________ people work directly in the advertising industry.
A. 410,000
B. 460,000
C. 510,000
D. 560,000
E. 610,000
Chris Carmine manages specific products and promotion at Bright-n-Shiny Toothbrush
Company. Her job responsibility sounds like that of a ________.
A. brand manager
B. project coordinator
C. channel manager
D. sales representative
E. marketing research manager
Which of the following best defines the goal of a sales-oriented pricing objective?
A. Increasing the target return on a product
B. Gaining the maximum profit on a product
C. Increasing the market share of a product
D. Stabilizing prices across different markets for a product
E. Gaining a greater return on the investment in a product
The first retailers to really show the importance of the mass-merchandising concept
were the operators of:
A. general stores.
B. supermarkets.
C. single-line stores.
D. department stores.
E. limited-line stores.
Boomerang, Inc. has created a really new product and the firm’s marketing manager is
worried that consumers may not buy the product because it is such a different way of
satisfying the basic need. The promotion blend for the new product probably should
emphasize ______________ during market introduction.
A. comparative advertising
B. institutional advertising
C. reminder advertising
D. pioneering advertising
E. competitive advertising
Point-of-purchase ads for a product work best in which stage of the adoption process?
A. Awareness
B. Interest
C. Evaluation and trial
D. Decision
E. Confirmation
Marketing:
A. emphasizes mass selling over personal selling.
B. allows production, rather than marketing, to determine what products to make.
C. applies to both profit and nonprofit organizations.
D. concentrates on production, rather than advertising.
E. None of these is a true statement about marketing.
In the idea generation stage of the new-product development process:
A. Bad ideas should be discarded as soon as possible.
B. Using competitors as a source of ideas should be avoided.
C. Firms need a continuous flow of ideas.
D. Analysis of consumer complaints about current products is unlikely to generate any
new ideas.
E. None of these alternatives is correct.
Measuring macro consumer satisfaction:
A. is easyjust add up all the marketing mixes.
B. is difficult because consumer satisfaction depends on the level of consumer
aspiration.
C. must be done quantitatively.
D. uses MIS techniques.
E. None of these alternatives is correct.
Pricing objectives should be explicitly stated because:
A. they have a direct effect on pricing policies as well as price setting methods.
B. they are signals given to competing firms.
C. they form the basis of shareholder expectations about a firm’s prospects.
D. it is required by law.
E. they are signals given to consumers.
When referencing NAICS codes, marketers should know that:
A. two-digit industries are subindustries of the three-digit industries.
B. two-digit codes offer the broadest categorization of industries.
C. categories become less detailed as you move to codes with more digits.
D. the international version of the NAICS system is the most accurate and reliable.
E. NAICS codes provide detailed information about the apparel industry only.
Dealer brands, compared to manufacturer brands, usually offer wholesalers and
retailers:
A. less risk.
B. higher gross margins.
C. faster turnover at reduced selling costs.
D. products which are presold to target customers.
E. more prestige.
A purchasing manager:
A. Is basically a clerk who fills out paperwork to place orders.
B. Is the only person a business-to-business salesperson ever needs to see in order to
make a sale to a buying organization.
C. May specialize by product area if he/she works for a large organization.
D. Is only interested in finding the lowest possible price for a product.
E. All of these alternatives are correct.
When Herbal Essences offers “dollar-off coupons” to adult women to try to get them to
try its shampoos and conditioners, this is an example of:
A. publicity.
B. sales promotion.
C. product development.
D. market penetration.
E. distribution.
A firm that is very concerned about increases in market share should adopt a
______________ pricing objective.
A. profit-oriented
B. sales-oriented
C. nonprice competition
D. status quo
E. target return
Wholesalers spend the largest share of their promotion money on:
A. personal selling.
B. direct-mail advertising.
C. advertising.
D. sales promotion.
E. publicity.
Which of the following statements about packaging is TRUE?
A. The number of package sizes for similar products from different manufacturers is
increasing dramatically, because most firms realize that this makes direct comparisons
among brands harder.
B. There is very little government regulation of packaging, except for drug products.
C. A good package can sometimes provide more promotional impact than advertising.
D. Better packaging almost always raises total distribution costs.
E. None of these statements about packaging is TRUE.
A good job description will help a new sales manager see:
A. the kind of training needed.
B. the kind of salespeople to be selected.
C. what selling tasks are needed.
D. how salespeople should be paid.
E. All of these alternatives are correct.
Low consumer spending and a lack of adequate financing are conditions that arise
mostly due to factors in:
A. the competitive environment.
B. the cultural and social environment.
C. the technological environment.
D. the political environment.
E. the economic environment.
When a previous visitor to Amazon.com returns to the site, the online retailer will
instantly have information about that visitor because of the ___________ it placed on
the visitor’s computer during the first visit.
A. institution
B. reminder
C. cooperative
D. cookie
E. allowance
In _____ channel systems the amount of cooperation among members of the channel is
very high.
A. contractual
B. traditional
C. corporate
D. administered
E. horizontal
During the purchase of janitorial services for a new building, Teresa has responsibility
for working with suppliers and arranging the terms of the sale. In this role, Teresa
appears to be acting as
A. a gatekeeper.
B. a decider.
C. a buyer.
D. a user.
E. an influencer.
The _________________ era is a time when a company emphasizes selling because of
the increased competition in the external environment.
A. supply
B. demand
C. production
D. marketing
E. sales
“Price”:
A. is affected by the kind of competition in the target market.
B. includes markups and discounts, but not allowances and freight charges.
C. is not affected by customer reactions.
D. is the most important part of a marketing mix.
Advertising on the Internet:
A. Is growing as people spend more time online and less time watching TV and reading
newspapers and magazines.
B. Takes a variety of forms, such as banners and pop-ups.
C. May be annoying to consumers if it interferes with what they want to do on the
Internet.
D. Is usually aimed at getting consumers to click through to the advertiser’s website.
E. All of these alternatives are correct.