Jonathan works for a firm that assists companies in promoting, distributing, and selling
their products to end consumers. The firm Jonathan works for is a ________.
A) licensor
B) supplier
C) marketing intermediary
D) local public
E) general public
The aim of ________ is to make an advertisement so useful or entertaining that people
want to watch it.
A) branded entertainment
B) advertainment
C) viral marketing
D) buzz marketing
E) word-of-mouth advertising
Which of the following is NOT part of Maslow’s hierarchy of needs?
A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs
Consumer advocates call for which of the following additional consumer rights?
A) the right to be protected from unwanted marketing messages
B) the right to be well informed about important product aspects
C) the right not to pay any taxes included in the final price
D) the right to resell the product
E) the right to exchange the product if it is of the wrong size or style
Why are historically online shops such as Zappos.com adding catalogs to their
marketing methods?
A) to meet the increased demand in print catalogs
B) to reduce the costs involved in online marketing
C) to connect with customers in hard-to-reach places
D) to drive online sales and services
E) to reduce the need for telemarketers
Which of the following is an internal source for new-product ideas?
A) competitors
B) company executives
C) marketing research firms
D) trade magazines
E) government agencies
Which of the following is a market-oriented mission statement?
A) “We empower customers to achieve their dreams.”
B) “We sell jumbo burgers.”
C) “We are an online library.”
D) “We are a low-cost airline.”
E) “We make porcelain figurines.”
The first step in creating effective advertising messages is ________.
A) selecting specific media vehicles
B) planning a message strategy
C) determining return on advertising investment
D) choosing media timing
E) executing the message
Demographic characteristics, geographic characteristics, economic factors,
sociocultural factors, and political and legal factors all help a company ________.
A) determine a market’s potential
B) determine a country’s degree of globalization
C) evaluate its marketing objectives
D) evaluate its value delivery network
E) determine a country’s income distribution
Introducing a new product into the market is called ________.
A) test marketing
B) simulation
C) co-marketing
D) commercialization
E) segmentation
The fundamental asset underlying brand equity is ________, the value of customer
relationships that the brand creates.
A) the customer mix
B) customer equity
C) the product experience
D) service variability
E) the service encounter
Eric Brown is a human resource manager in a company selling and manufacturing
personal computers. Who among the following is Eric most likely to hire as a
salesperson if his objective is to minimize training costs post recruitment?
A) Samantha, a fresh college graduate
B) Richard, a product developer from a competing firm
C) Nancy, an experienced engineer with no prior experience in personal selling
D) Melissa, a proven salesperson from a competing firm
E) Henry, a young salesperson with a few months’ experience in a large MNC
When a company makes marketing decisions by considering consumers’ wants and
interests, the company’s requirements, and society’s long-run interests, it is practicing
________ marketing.
A) value
B) societal
C) sense-of-mission
D) consumer-oriented
E) customer-value