Which of the following types of retailers place the most emphasis on salespeople
assisting customers throughout the purchase process?
A) limited-service retailers
B) full-service retailers
C) self-service retailers
D) discount retailers
E) off-price retailers
The second step of the marketing research process is to ________.
A) define the problem
B) select the primary data collection method
C) determine the sampling method
D) calculate the budget
E) determine the research design
The National Do Not Call Registry was established by which of the following?
A) the Federal Trade Commission (FTC)
B) the Direct Marketing Association (DMA)
C) the Consumer Review
D) the American Marketing Association (AMA)
E) the Robinson-Patman Act
Marissa arrived early for her job interview. She was very excited about the opportunity
to interview for a prestigious position. As she got out of the car, she got a run in her
pantyhose. She was pleased to see a convenience store down the road and went there to
purchase a replacement pair of pantyhose. For Marissa, the pantyhose is an example of
a(n) ________.
A) unsought product
B) impulse product
C) staple
D) emergency product
E) MRO product
Which of the following most accurately describes a brand extension?
A) a new product that combines the power of two or more brand names
B) a new product sold under an established brand name
C) a new product added to the lower end of a product mix
D) a new product added to the higher end of a product mix
E) a new product line added to a product mix
Which of the following is NOT necessary for a product-related objective to be
effective?
A) It should focus primarily on short-term implications.
B) It should be measurable.
C) It should be feasible.
D) It should indicate a specific time frame.
E) It should be clear.
Wholesalers and retailers create efficiencies in the flow of goods from producer to end
consumer by ________ when they provide a variety of products in one location.
A) creating assortments
B) just in time processing
C) third-party logistics
D) order processing
E) inventory control
To successfully market the Corvette to the European market, General Motors had to
make the automobile shorter and narrower. GM chose to use a ________ strategy with
the Corvette.
A) product adaptation
B) standardization
C) straight extension
D) product invention
E) backward invention
________ occurs when people learn that their actions result in rewards or punishments.
A) Classical conditioning
B) Operant conditioning
C) Cognitive conditioning
D) Information searching
E) Observational learning
________ is made up of the values, beliefs, customs, and tastes produced or practiced
by a group of people.
A) The family life cycle
B) Culture
C) Lifestyle
D) Psychographic data
E) Social class
A ________ is a good, service, idea, place, or person”whatever is offered for sale in the
exchange.
A) product
B) place
C) utility
D) benefit
E) demand
A(n) ________ is a group of countries that have agreed to coordinate trade policies and
ease restrictions on the flow of products and capital across members’ borders.
A) monopoly
B) free trade zone
C) economic community
D) oligopoly
E) economic infrastructure
RBC Royal Bank wanted to evaluate the financial value of its substantial personal
customer base to determine which type of customers were the most valuable to the
bank. To do this, the bank looked at revenues and expenses from each of its financial
products, including loans and credit card usage. To identify and then analyze this
information, the bank utilized the MIS analysis technique called ________.
A) data warehousing
B) marketing research
C) probability sampling
D) data mining
E) market basket analyzing
Marketers may conduct a massive advertising campaign, called a ________, to educate
consumers about a new product.
A) media blitz
B) diffusion network
C) trial market
D) test market
E) tipping point
An example of a ________ is an airline’s practice of awarding customers points for
miles traveled that can be turned in for free airline trips.
A) price-off pack
B) rebate
C) special pack
D) loyalty program
E) premium
To compare the relative cost-effectiveness of different media and of spots run on
different vehicles in the same medium, media planners use ________.
A) cost per thousand (CPM)
B) reach
C) impressions
D) gross rating points (GRPs)
E) attitudinal measures
Which of the following is the most likely description of the modern catalog customer?
A) someone who has little or no access to retail stores
B) someone who has little or no access to Internet technologies
C) someone who wants to save time shopping
D) someone who shops only for sales bargains
E) someone who does not accept telemarketing calls
Which of the following is information gathered directly from respondents in order to
specifically address a question at hand?
A) ethnographic observations
B) experimental hypotheses
C) primary data
D) secondary data
E) internal data
In the British Isles, Guinness brewery was given the right to produce and market
Budweiser beer by Anheuser-Busch, its U.S. brand owner. Because Guinness pays
Anheuser-Busch royalties for the use of its brand, this is an example of a(n) ________.
A) licensing agreement
B) export merchant
C) joint venture
D) marketing mix alliance
E) direct investment by Anheuser-Busch
________ is the assignment of value, or the amount a consumer must give to receive a
product.
A) Profit
B) Exchange
C) Price
D) Demand
E) Yield
Which of the following has limited the practice of reality mining?
A) lack of communication among departments within an organization
B) difficulties analyzing unstructured data
C) concerns about preventing information overload
D) concerns about reactions to privacy infringement
E) concerns about preventing customer abandonment
Which of the following new products had the greatest degree of observability when it
was introduced?
A) nail clippers designed to prevent ingrown toenails
B) Tylenol PM, a nonprescription sleep aid
C) Dr. Scholl’s shoe inserts
D) Splenda sugar substitute
E) rollerblades
The most common way for public relations specialists to communicate is through the
use of ________.
A) sponsorship
B) lobbying
C) press releases
D) special events
E) speech writing
Orkin Pest Control Service knows homeowners skimp on maintenance such as pest
control during recessions. It also knows that the more consumers know about bugs, the
more likely they are to buy the company’s services. So Orkin teamed with the
Smithsonian Institution on the Insect Safari, a traveling exhibit designed to teach people
about the critters. The Safari truck visited 108 cities during one year, leaving a wake of
creeped-out insectophobes reaching for the phone numbers of the local Orkin franchise.
Business increased in each city the Safari truck visited. Decisions on which cities to
visit and what kinds of promotion to use in each city visited are both examples of
________ plans.
A) functional
B) portfolio
C) operational
D) strategic
E) control
The only member countries of the North American Free Trade Agreement (NAFTA) are
the United States, Canada, and Mexico.
Columbia Sportswear has introduced a new line of comfortable, lightweight clothing
for people who fish. An example of ________ is the decision to run a full-page ad in
Field & Stream magazine in May to get potential customers to ask their sporting goods
stores to carry the new products.
A) operational planning
B) strategic planning
C) business planning
D) portfolio planning
E) brand extension
The Paper Moon sells gift wrapping paper, stationery, and greeting cards. It does not
sell any other products. The number of different kinds of wrapping paper, stationery,
and cards make up its ________.
A) point-of-sale range
B) merchandise diversity
C) atmospherics
D) merchandise assortment
E) retail format
Soundz, a marketer of high-end headphones, wants to better understand how consumers
think and feel about its products. Which of the following would be the best tool to help
the leadership at Soundz learn about consumer attitudes toward the brand?
A) an intelligent agent
B) reality mining
C) an ERP database
D) sentiment analysis
E) search engine optimization
________ are large stores that combine an economy supermarket with other
lower-priced non-food merchandise.
A) Variety stores
B) Category killers
C) Supercenters
D) Box stores
E) Convenience stores
A(n) ________ is a document that describes the marketing environment, outlines the
marketing objectives and strategies, and identifies how the company will implement the
strategies.
A) marketing plan
B) communications plan
C) business plan
D) operational plan
E) financial plan
Though the ________ method of setting an advertising budget is simple to use and
helps management think about the relationships among promotion spending, selling
price, and profit per unit, it wrongly views sales as the cause of promotion rather than
the result.
A) percentage-of-sales
B) competitive-parity
C) bottom-up
D) objective-task
E) push-pull