Companies use PR to build good relations with consumers, investors, the media, and
their communities.
Marketing channel management calls for selecting, managing, and motivating
individual channel members and evaluating their performance over time.
The aim of advertainment is to make ads so entertaining or useful that people want to
watch them.
Oreos are less sweet or less bitter in certain countries. This is an example of straight
product extension.
Business demand ultimately derives from the demand for consumer goods.
When using product bundle pricing, sellers combine several of their products and offer
the bundle at an increased price for increased profit.
Style is a larger concept than design. Design simply describes the appearance of a
product.
Business markets buy goods and services for further processing or use in their
production processes.
Companies such as Craigslist.com facilitate C-to-C online marketing.
When segmenting by usage rate, markets can be segmented into nonusers, ex-users,
potential users, first-time users, and regular users of a product.
The single most important demographic trend in the United States that marketers should
understand is the changing family structure of the population.
PR can have a strong impact on public awareness at a much lower cost than advertising
can.
Data ages quickly.
Which of the following is true of the bottom of the pyramid?
A) It is a market segment that has been tapped into and depleted.
B) It consists of people who have easy access to luxury goods.
C) It comprises people who have easy access to the basic amenities of life.
D) It is considered a source of fresh growth opportunities.
E) It is a market segment which has insignificant purchasing power.
Which of the following is a price adjustment strategy that considers how a customer’s
perception of a product is influenced by its price?
A) captive product pricing
B) psychological pricing
C) by-product pricing
D) promotional pricing
E) international pricing
Through ________ differentiation, brands can be differentiated on features,
performance, or style and design.
A) services
B) channel
C) people
D) product
E) price
Country Kitchen and Perkins are both a chain of family restaurants featuring diner-like
menus with reasonably priced items. These companies are in the same ________.
A) focus group
B) strategic group
C) control group
D) target group
E) experimental group
Music Mogul has arrangements with several stores and retail chains to place their
DVDs and digital music machines in prime spots such as near billing counters and at
store entrances. Consumers can buy DVDs by placing cash at the given slots or they
can buy music online via the touch-screen interface on the machine. Which form of
marketing is illustrated in this scenario?
A) direct-response television advertising
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
The collection of businesses and products that make up a company is called its
________.
A) strategic business unit
B) supply chain
C) strategic plan
D) business portfolio
E) internal value chain
Which of the following is an organizational factor that influences business buyers?
A) technology
B) company procedures
C) employee attitudes
D) employee motives
E) group dynamics
After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had
kept every promise it made when he booked the room, meeting all his needs. He added
that it was a “thoroughly comfortable and opulent experience.” According to Young &
Rubicam’s Brand Asset Valuator, this reflects ________.
A) brand valuation
B) brand esteem
C) brand relevance
D) brand differentiation
E) brand knowledge
Titan Inc., an automobile manufacturer based in Utah, recently added two new models
to its existing line of sedans in order to increase profits and satisfy dealers. This is an
example of ________.
A) line filling
B) social marketing
C) market diversification
D) negative brand equity
E) person marketing
________ is very believable because news stories, features, sponsorships, and events
seem more real and believable to readers than ads do.
A) Differentiated marketing
B) Public relations
C) Direct marketing
D) Sales promotion
E) Personal selling
________ are minor stimuli that determine where, when, and how a person responds to
an idea.
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses
Jeremy’s, a handbag manufacturer in Lower Manhattan, procures a large stock of
leather in anticipation of brisk sales of handbags during December. This is an example
of a(n) ________ demand.
A) composite
B) derived
C) primary
D) latent
E) inelastic
A ________ is the way consumers perceive an actual or potential product.
A) product idea
B) product concept
C) product image
D) brand personality
E) concept test
During portfolio analysis, a company ________ after identifying the key businesses that
make up the company.
A) formulates a short-term marketing plan
B) assesses the attractiveness of its various SBUs
C) assesses its strengths and weaknesses
D) performs a SWOT analysis
E) assesses the effectiveness of its various channel intermediaries
Which of the following is a potential drawback of using Web-based technologies for
making sales presentations and servicing accounts?
A) Web-based technologies lower the overall efficiency of salespeople.
B) The cost of the technology outweighs the advantages gained through eliminating
travel.
C) Web-based technologies can intimidate salespeople or clients who are unfamiliar
with them.
D) Salespeople who use web-based technologies tend to be less attentive to customer
needs.
E) Online selling usually takes more time than direct selling.
Marketers who use ________ often segment their markets by consumer lifestyles and
base their marketing strategies on lifestyle appeals.
A) demographic segmentation
B) geographic segmentation
C) benefit segmentation
D) psychographic segmentation
E) occasion segmentation
In the context of customer relationship groups, a potentially profitable and short-term
customer is referred to as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) market maven
What type of strategy should a company use to manage its cash cows?
Differentiate between dynamic and fixed pricing.
Define buying center. Describe the major roles played by members of an organization in
the purchase decision process.
Discuss the first two levels of the environmental sustainability portfolio that pay off in
the short term.
Explain the concept of price floor.
Describe the five sustainable marketing principles.
Name the three value disciplines.
Sensenig Propeller manufactures replica antique wooden airplane propellers. In the
process of production, the company generates a great deal of scrap hardwood. How can
using by-product pricing benefit the company?