While deciding whether or not to begin a construction project overseas, BuildBest
learned that they would not be able to get permits for demolition until they paid a local
city official a sizable fee in addition to the fees the city charges for the permit. This is
an example of ________.
A) bribery
B) nationalization
C) extortion
D) fair trade
E) locavorism
Loyalty programs such as Marriott Rewards and American Airlines Advantage are
examples of segmentation by ________.
A) usage rate
B) occasion
C) geodemography
D) psychographics
E) geotargeting
Kimball Gardens is a company that operates as two distinct businesses: one that sells
lawn and garden products and one that markets booklets. Each business is called a
________.
A) separate entity
B) strategic business unit (SBU)
C) cash cow
D) star
E) business portfolio
Service ________ refers to the inevitable differences in a service provider’s
performance from one service encounter to the next.
A) inseparability
B) variability
C) personalization
D) responsiveness
E) intangibility
Barry was sitting on a bench near the center of the shopping mall waiting for his wife to
finish her shopping when he was approached by a woman holding a clipboard and a
dress shirt. She asked if Barry had the time to answer a few questions about the shirt.
After Barry examined the shirt, the woman asked him to assess the quality of the shirt
and to state how much he would be willing to pay for the shirt. Barry participated in
a(n) ________.
A) focus group
B) observational interview
C) expert panel
D) experimental interview
E) mall intercept
Trade or functional discounts are offered by manufacturers to which of the following?
A) channel intermediaries who perform wholesaling tasks that the manufacturer would
otherwise have to perform
B) consumers who earn a price reduction for buying in bulk
C) intermediaries who pay their bills before they are due
D) manufacturers that agree to exclusive distribution contracts
E) the government market and other organizations that require bid proposals
Marketers use the metric of ________ to see how engaging a website is to visitors in
terms of the extent to which visitors explore it.
A) clickthrough rate
B) conversion rate
C) bounce rate
D) sentiment analysis
E) market share
Johnson Boats wants to introduce a new model of boat into mature markets in highly
developed countries with the goal of quickly gaining mass-market share. As a
consultant, you should recommend a ________ pricing strategy.
A) skim
B) penetration
C) price leadership
D) cost-plus
E) captive
In the communication model, the ________ can be any organization or individual that
intercepts and interprets a message.
A) medium
B) receiver
C) source
D) encoder
E) noise source
U.S. marketing campaigns that stress the desirability of “Made in America” products are
most likely to appeal to ________ U.S. consumers.
A) ethnocentric
B) individualist
C) collectivist
D) normed
E) naturalized
Facility exteriors and interiors are part of ________.
A) the servicescape
B) disintermediation
C) the core service
D) the intangibles in a service exchange
E) place marketing
Which of the following is the process of designing, managing, and improving the
movement of products through the supply chain?
A) logistics
B) warehousing
C) materials handling
D) inventory management
E) distribution strategy
Which of the following is the best example of a cultural value?
A) Marriage is important.
B) Americans should display their patriotism on the Fourth of July.
C) People who are not close friends or family should be addressed formally.
D) Extended warranties are never worth the money consumers pay for them.
E) Professionals should wear business clothes to work.
A ________ delivered by a product is the outcome that motivates a customer’s buying
behavior.
A) benefit
B) demand
C) value
D) need
E) want
Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so
we try harder.” This is an example of ________.
A) reminder advertising
B) comparative advertising
C) demonstration advertising
D) a slice-of-life appeal
E) a lifestyle appeal
A company reports on consumers’ perceptions of more than 1,700 performers for
companies that are interested in using a performer in their advertising. This type of
report is an example of ________.
A) syndicated research
B) custom research
C) case study research
D) exploratory research
E) primary research
Marketers classify convenience products as ________.
A) staple products, impulse products, and emergency products
B) specialty products, shopping products, and unsought products
C) core products, actual products, and augmented products
D) generic products and branded products
E) attribute-based products and price-based products
Which of the following is used to measure the difference between a customer’s
expectations of service quality and what actually occurred?
A) break-even analysis
B) SERVQUAL
C) the critical incident technique
D) gap analysis
E) SWOT analysis
Channel members can help producers by identifying customer complaints, customer
preferences, and new competitors in the market. These are all examples of the
________ function of channel intermediaries.
A) communication
B) marketing
C) promotional
D) transaction
E) management
Many people rely on a prescription drug to control their cholesterol. An increase in the
price of the drug would have little effect on the quantity demanded because there are no
substitutes for the drug and because people who take it have no choice but to continue
taking it if they wish to stay healthy. The demand for the cholesterol drug is ________.
A) elastic
B) inelastic
C) cross-elastic
D) supply-driven
E) asymmetrical
After the sales presentation, which of the following is the next step in the creative
selling process?
A) block objections
B) handle objections
C) begin building a bridge to the next sale
D) wait for signals that the customer is ready to buy
E) indirectly ask the customer for her business
A trucking company is considering purchasing new trucks that are powered by ethanol
instead of diesel fuel. In terms of the buying center, the truck drivers who must make
sure that the trucks’ fuel tanks do not run out of fuel are the ________.
A) initiators
B) liaisons
C) agents
D) users
E) gatekeepers
Focus groups have become one of the major market research tools for getting insight
into consumer thoughts and feelings. However, a researcher relying solely on focus
groups would likely be most concerned about which of the following?
A) finding a convenience sample
B) generalizing the results to the rest of the population
C) administering the questions
D) orchestrating cooperation among participants
E) generating qualitative data
Consumers who are most likely to actively look for and buy products that are
environmentally friendly are referred to as ________.
A) green customers
B) consumed consumers
C) societal consumers
D) fair traders
E) locavores
Which of the following would be the best medium for an advertisement encouraging
customers to come to a local retailer’s weekend sidewalk sale?
A) magazine
B) network television
C) local newspaper
D) directory
E) advergaming
A salesperson would be most likely to use Standard & Poor’s 500 Directory during
which stage of the creative selling process?
A) preapproach
B) approach
C) sales presentation
D) handle objections
E) close
________ include convenience products, shopping products, specialty products, and
unsought products.
A) Specialty services
B) Consumer products
C) Line extensions
D) Industrial products
E) Component products
________ is the product life cycle period when sales fall off and profits drop.
A) Maturity
B) Decline
C) Development
D) Divestment
E) Leveling
________ are manufactured goods or subassemblies of finished items that organizations
need to complete their own products.
A) Component parts
B) Accessory equipment materials
C) Processed materials
D) MRO products
E) Raw materials
A detailed quarterly plan that states how many units of product each salesperson on the
team needs to sell per month is an example of a(n) ________.
A) business plan
B) financial plan
C) strategic plan
D) functional plan
E) operational plan
Tony wanted to buy a pair of binoculars, but not just any brand. He wanted to buy a pair
of Steiner Nighthunters, just like the pair he had learned about in his newest copy of
Peter’s Hunt Magazine. He had to visit five different sporting goods stores before he
found this brand. For Tony, the Steiner Nighthunter is an example of a(n) ________.
A) specialty product
B) staple
C) shopping product
D) convenience product
E) unsought product
City Tours, a provider of bus and walking tours in major metropolitan areas in the
United States, wants to more effectively and efficiently reach potential customers who
are vacationing in cities such as New York, Los Angeles, and Chicago. Which of the
following would be the best Big Data tool for City Tours to use to identify consumers
who are currently vacationing in these locations and who might be likely to respond to
promotional offers?
A) search engine optimization
B) prospecting
C) sampling
D) reality mining
E) customer acquisition
Two forms of demand-based pricing are ________.
A) price bundling and captive pricing
B) price skimming and penetration pricing
C) fixed pricing and variable pricing
D) target costing and yield management pricing
E) price leadership and everyday low pricing