Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
At its most basic form, a marketing channel consists of the producer and the ________.
A) retailer
B) sales agent
C) competitor
D) processor
E) consumer
Answer:
________ logistics involves moving products from the factory to resellers and
ultimately to customers.
A) Customer-centered
B) Outbound
C) Upstream
D) Reverse
E) Inbound
Answer:
Which of the following would lead to greater competition in the maturity stage of the
PLC?
A) overcapacity
B) market pioneers
C) poor management
D) inadequate promotion
E) diminishing budgets
Answer:
Refer to the scenario below to answer the following question(s).
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus
had been on office cleaning for large corporations. But in recent months, Jason has seen
a decline in demand for his office cleaning services. Surprisingly, the competitive
environment appeared relatively stable with no new competitors. However, Jason knew
that office cleaning was a high-frequency service that is usually performed daily;
therefore, competitors must have been doing something to attract his customers.
Building a competitive advantage seemed to be the only option to offset competition.
But as Jason pondered over his dilemma, he realized that prior to building his
competitive advantage he needed to better understand how customers assessed service
quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors,
primarily through pamphlets and Web sites, as well as through a few phone calls in
order to find out exactly what the competitors offered in their cleaning packages. In
addition, Jason obtained from the Chamber of Commerce an updated list of local
corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent
surveys to both small as well as large companies. If Jason selected survey recipients
randomly from two mutually exclusive groups comprising of small and large companies
respectively, he most likely used a ________.
A) simple random sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) quota sample
Answer:
Through ________, companies today are strengthening their connections with all
partners, from providers of raw materials and components to those involved in the
delivery of final goods and services.
A) supply chain management
B) direct marketing
C) customer relationship marketing
D) customized marketing
E) inventory management
Answer:
The full mix of benefits on which a brand is differentiated and positioned is known as
the brand's ________.
A) value proposition
B) service life
C) value stream
D) supply chain
E) demand chain
Answer:
How has do-not-call legislation helped direct marketers?
A) Marketers are compensated by the Federal Trade Commission for lost sales caused
by the laws.
B) Direct marketers have outsourced their activities to firms that are exempt from such
laws.
C) Direct marketers have developed kiosks as an alternative to telemarketing.
D) Telemarketers are allowed to call customers for a small fee.
E) Telemarketers have developed opt-in calling systems that target consumers who have
chosen to be contacted and therefore are less invasive.
Answer:
Changing promotions to suit local markets is known as ________.
A) straight product extension
B) ambush marketing
C) communication adaptation
D) product adaptation
E) standardized global marketing
Answer:
Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty
earns points for every mile he flies, and he will soon have enough points to receive a
free airline ticket. West Coast Airlines is attempting to build a strong customer
relationship with Monty through a ________.
A) trade promotion
B) promotional product
C) rebate offer
D) point-of-purchase promotion
E) frequency marketing program
Answer:
Commercial online databases are rich sources for obtaining ________.
A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data
Answer:
Which of the following would be considered a service retailer?
A) factory outlets
B) supermarkets
C) jewelry stores
D) restaurants
E) gas stations
Answer:
When KFC came into conflict with its franchisees over the brand's Unthink KFC
repositioning, which emphasized grilled chicken over its traditional Kentucky fried
chicken, KFC experienced ________ conflict.
A) equilateral
B) vertical
C) multitiered
D) communal
E) horizontal
Answer:
LandPort Transportation and Omega Warehousing help companies move and stock
goods from their manufacturing plants to their destinations. These two businesses are
examples of ________.
A) resellers
B) marketing services agencies
C) financial intermediaries
D) physical distribution firms
E) wholesalers
Answer:
Which of the following is a geographic factor that a company should consider before
deciding to enter into a new country?
A) climate
B) population size
C) GDP size and growth
D) government bureaucracy
E) business norms and approaches
Answer:
What are the stages that the approaches to marketing strategy and practice usually pass
through?
A) ambush marketing, multi-level marketing, and guerrilla marketing
B) guerrilla marketing, ambush marketing, and affinity marketing
C) multi-level marketing, undercover marketing, and evangelism marketing
D) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing
E) undercover marketing, affinity marketing, and ambush marketing
Answer:
Florian Fasteners recently introduced a new line of products. In order to promote its
product, it sent samples to the addresses of a few select customers. Which of the
following types of marketing is evident from this example?
A) direct-mail marketing
B) telephone marketing
C) direct-response TV marketing
D) mobile marketing
E) kiosk marketing
Answer:
Uptown-Clean Crew is a company that provides house-cleaning services in major urban
and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous
video promoting the company's services and posted it online. Soon the video was a rage
as customers who saw the video found it hilarious and they passed it on to their friends
and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated
from this scenario?
A) telemarketing
B) viral marketing
C) integrated marketing
D) multichannel marketing
E) kiosk marketing
Answer:
The ________ was established by the Direct Marketing Association.
A) Privacy Promise to American Consumers
B) Trusted Email Open Standard
C) Children's Online Privacy Protection Act
D) CAN-SPAM legislation
E) Do Not Call Registry
Answer:
________ involves sending an offer, announcement, reminder, or other item to a person
at a particular address.
A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing
Answer:
When Heinz introduced EZ Squirt packaging and new colors such as Blastin' Green and
Awesome Orange to revitalize consumer buying, the company was modifying the
________.
A) market
B) pricing strategy
C) distribution
D) product
E) competition
Answer:
Refer to the scenario below to answer the following question(s).
Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy
truck industry. Although Reliable Tools only has 15 customers, the company is the sole
supplier of hub and axle components to those customers. Monthly sales at Reliable
Tools are approximately $1 million. "You might say we have all our eggs in one
basket," says owner Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but
large accounts. Ninety-five percent of Reliable Tools' customers are located in
Michigan, Ohio, and Indiana, which means that travel time to all customers is relatively
short. However, given the nature of the industry, time spent with each customer is
crucial.
How would a customer sales force structure benefit Reliable Tools?
A) It would eliminate the need for the company's salespeople to travel to meet
customers.
B) It would enable the company's salespeople to build close relationships with
customers.
C) It would help the company's salespeople become experts in the products they sell.
D) It would enable the company's management to cut training costs substantially.
E) It would make telemarketing irrelevant.
Answer:
A firm dumping chemical wastes in the local lake is ________.
A) actively resisting social change
B) contributing to organizational anarchy
C) engaging in a "do well by doing good" mission
D) adopting a proactive stance toward the marketing environment
E) contributing to increased pollution
Answer:
A review of the sales, costs, and profit projections for a new product to find out whether
they satisfy the company's objectives is called a ________.
A) business feasibility plan
B) marketing strategy development
C) business analysis
D) product acceptance
E) business proposal
Answer:
When Gary Hirshberg started the Stonyfield Farm yogurt company, he stated that his
company could do better with less advertising, less marketing research, and more
guerrilla marketing. He came up with innovative marketing ideas to promote his
products such as having sales personnel dress up as large yogurt cartons to distribute
free yogurt samples. Which of the following marketing strategies was being
implemented by Hirshberg?
A) formulated marketing
B) entrepreneurial marketing
C) ambush marketing
D) undercover marketing
E) intrepreneurial marketing
Answer:
For which of the following products would the intensive distribution strategy most
likely be used?
A) high-end cameras
B) luxury cars
C) lawn mowers
D) soft drinks
E) furniture
Answer:
Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild
roast, which became immensely popular. This exemplifies ________.
A) benchmarking
B) diversification
C) mass customization
D) product development
E) downsizing
Answer:
________ involves gathering primary data by closely examining relevant people,
actions, and situations.
A) Observational research
B) Survey research
C) Telephone interviewing
D) Causal research
E) Group interviewing
Answer:
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
Answer:
If a large retailer sold numerous items below cost with the intention of punishing small
competitors and gaining higher long-run profits by putting those competitors out of
business, the retailer would be guilty of ________.
A) price collusion
B) price fixing
C) predatory pricing
D) competitive pricing
E) penetration pricing
Answer:
A message showing a product's quality, economy, value, or performance is an example
of a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
Answer:
Which of the following is an example of a raw material exporting economy?
A) Sweden
B) Russia
C) the United Kingdom
D) Chile
E) Brazil
Answer:
Which of the following is true with regard to value selling?
A) Value selling refers to earning business from customers by cutting down prices of
value products.
B) Value selling refers to delivering superior customer value and capturing a fair return
on that value.
C) Value selling refers to the mass production of inferior-quality goods for sale.
D) Value selling dilutes customer loyalty in the long run.
E) Value selling tarnishes the brand image of a product in the long run.
Answer:
After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details
for the customer database. Kelly was given a form that required her to fill in her name,
date of birth, and e-mail address. Kelly then checked a box that was next to the
following statement: "Yes, I would like to receive weekly promotional information from
Land's End online." Which of the following practices is evident from this scenario?
A) e-mail hosting service
B) e-mail spoofing
C) catalog marketing
D) contextual advertising
E) permission-based e-mail marketing
Answer:
In routine buying, buyers are often the ________, or at least the approvers.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
Answer:
