The Children’s Online Privacy Protection Act requires online operators targeting
children to post privacy policies on their sites and notify parents about any information
they are gathering and obtain parental consent before collecting information from
children under age 13.
Mass marketers can expect consumers to distinguish between commercial message
sources to maintain a clear image of a company and its brands.
Profits drop during the growth stage of the PLC because per customer promotion costs
are high.
Supermarkets are located near residential areas and are open long hours, seven days a
week. They carry a limited line of high-turnover goods.
Sense-of-mission marketing means that the company should define its mission in broad
social terms rather than narrow product terms.
Early mainstream adopters accept new ideas after the average person.
Millennials represent a larger demographic segment than the baby boomers or Gen
Xers.
In a product sales force structure, no single salesperson can become an expert in all of
the product categories, so product specialization is required.
The goal of competitive marketing intelligence is to evaluate and prevent high
employee turnover.
The message execution style of personality symbol involves identifying and presenting
ordinary people saying how much they like a product.
The management strategy of environmental sustainability focuses on developing ways
to sustain the environment while also producing profits.
Apart from retaining good customers, most marketers want to constantly increase their
‘share of customer.” What does this mean in marketing terms?
A) Marketers want to increase their market share.
B) Marketers want to increase the share they get of the customer’s purchasing in their
product categories.
C) Marketers want to diversify their operations and customize their products to cater to
the entire market.
D) Marketers want to continuously increase their customers’ levels of satisfaction.
E) Marketers want to turn satisfied customers into delighted customers.
Refer to the scenario below to answer the following question.
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and
a large contract from Elmore Distributors. But after two years, the maker of novelty
pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of
wooden writing utensils with customized engravings. Specialty shops loved to display
the products in their fancy, lighted showcases, but such specialty shops alone were not
profitable. Ruben Delgado established a brand name, known merely as Delgado, and
decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and
multiple-cartridge pens that write in different colors. He even added a line of various
grades of personalized stationery and business cards. Perhaps Ruben’s biggest added
touch, however, was the addition of two salespeople who would work to explain the
diverse array of products offered by Delgado, as well as nurture existing accounts.
“We make an excellent product,” Ruben Delgado stated, “and we honor a good
guarantee on everything we sell. But let’s face it’”we face hundreds of competitors! We
need Delgado representatives out there to help prospects understand what they should
demand in something as simple as a writing tool.” The Delgado brand was
fast-becoming synonymous with top-notch customer service. Part of the purchase
package brought personal visits from the Delgado representative, before the purchase
and long after.
The new felt-tip pens, multiple-cartridge pens, and quills offered by Ruben Delgado are
examples of ________.
A) product line filling
B) multibranding
C) megabranding
D) product line inconsistencies
E) co-branding
The ________ seeks to prevent unfair price discrimination by ensuring that sellers offer
the same price terms to customers at a given price level.
A) FTC’s “Guides against Deceptive Pricing”
B) Robinson-Patman Act
C) Sherman Act
D) Clayton Act
E) Automobile Information Disclosure Act
Which of the following would most likely lead to a company initiating a price increase?
A) weakened economy
B) possession of outdated merchandise
C) excess capacity
D) over-demand
E) possession of defective merchandise
Which of the following refers to a set of benefits that a company promises to deliver to
customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation
The success of the Tom Dennis Ford dealership has been built largely on return
customers and word-of-mouth recommendations. The majority of sales are made to
customers who previously purchased a vehicle at the dealership or who know someone
who had a positive experience of purchasing a vehicle there. The sales force at the Tom
Dennis Ford dealership most likely knows that using high-pressure selling is ineffective
if the dealership wants to ________.
A) achieve short-term gains
B) move last year’s models
C) obey local and federal law
D) build long-term customer relationships
E) maintain a database of local customers
Once the prototype of Wainwright Industries’ new riding lawnmower, made especially
for women, passes product tests, the next step is ________.
A) test marketing
B) focus group surveys
C) commercialization
D) concept testing
E) business analysis
Critics point out that in the stationery industry, a pen that costs fifty cents to make costs
the consumer $10 to buy. This is an example of ________.
A) deceptive advertising
B) redlining
C) excessive markups
D) high-pressure selling
E) shoddy products
Which type of store is much larger than regular supermarkets and offers a large
assortment of routinely purchased food products, nonfood items, and services?
A) off-price retailer
B) specialty store
C) factory outlet
D) superstore
E) convenience store
“Many companies today are localizing their products, advertising, promotion, and sales
efforts to fit the needs of individual regions, cities, and neighborhoods.” This is an
example of ________.
A) geographic segmentation
B) product diversification
C) branding
D) psychographic segmentation
E) demographic segmentation
________ involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning
Consumers in the “lifestyles of health and sustainability” market are more likely to seek
________.
A) alternative medicine
B) perfumes made from animal products
C) clothing made of fur
D) leather goods
E) foods high in saturated fat
All of the following are disadvantages of team selling EXCEPT ________.
A) selling teams can be confusing and overwhelming for customers
B) salespeople who are used to having customers all to themselves may have trouble
learning to work with and trust others on a team
C) team selling reduces the overall efficiency of the selling process
D) individual contributions and compensations can be difficult to assess in team selling
E) team selling discourages individual contributors because the team receives credit for
good performance
Luke Price, a manager in an automobile factory, wanted his subordinates to rate their
satisfaction about the new pistons that arrived last month. He asked them to rate the
product based on strength and ease of handling. Which of the following is evident here?
A) order-routine specifications
B) supplier selection
C) performance review
D) general needs description
E) proposal solicitation
Ford and its network of independent franchised dealers is an example of a ________.
A) manufacturer-sponsored retailer franchise system
B) manufacturer-sponsored wholesaler franchise system
C) service-firm-sponsored retailer franchise system
D) service-firm-sponsored equity strategic alliance
E) manufacturer-and-service-sponsored joint venture
While Jenkins Stationeries was selling branded stationery at premium prices, Pembroke
Stationeries, a store across the street, was selling the same branded stationery at
discount prices. Which of the following value propositions best describes Pembroke’s
product positioning?
A) more for less
B) more for the same
C) same for less
D) less for much less
E) more for more
Name the three value disciplines.
How have department stores responded to increased competition by specialty stores and
lower-priced discounters?
Why are companies increasingly turning to third-party logistics providers (3PLs)?
What is cause-related marketing? Illustrate with examples.
Discuss the need to understand competitors as well as customers through competitor
analysis.
How is the societal marketing concept related to marketing ethics?
What are the strengths and weaknesses of e-mail marketing?