Which of the following is most likely true about database marketing?
A) Extensive use of databases seldom intrudes consumers’ privacy.
B) Companies match customer needs and interests with products and services.
C) It is legal for online sellers to plant online cookies in the browsers of consumers.
D) It sets up do-not-call lists, do-not-mail lists, and do-not-track online lists.
E) Marketers can watch their competitor’s moves closely by monitoring the competitor’s
database.
Which of the following companies uses a direct marketing channel?
A) Fishhooks, a factory which manufactures fishing equipment that it ships to hobby
stores worldwide
B) Germfight, a factory which manufactures dental products that it distributes only to
select department stores
C) Apple Blossoms, a company that sells its cosmetics exclusively through Ray’s Retail
Store
D) Holly Wreaths, a store which sells Christmas ornaments to customers via its online
click-to-order catalogs
E) Showdown, a clothing store that stocks merchandise from different international
brands
A ________ is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
A nurse in a hospital told the chief dentist, Dr.Albrecht, that the hospital should
purchase equipment that would sterilize the dentists’ tools without using any water
because water tends to affect the durability of the tools over time. Dr. Albrecht located
some articles on chemical sterilizers and gathered more information on how they
worked. After talking to salespeople, Dr. Albrecht finally placed his order for the
machine. In this instance, Dr. Albrecht played the role of a(n) ________.
A) monitor
B) decider
C) agent
D) influencer
E) gatekeeper
A company faces fixed costs of $100,000 and variable costs of $8 per unit. It plans to
directly sell its product in the market for $12. How many units must it produce and sell
to break even?
A) 20,000
B) 25,000
C) 30,000
D) 35,000
E) 40,000
In which of the following scenarios would high-pressure selling tactics typically be
most advantageous for marketers?
A) selling situations with long-time customers
B) selling situations with new customers with a high likelihood of becoming repeat
customers
C) selling situations with a company’s most highly valued customers
D) selling situations with one-time customers
E) selling situations with dissatisfied customers
Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products
returned by consumers or resellers is known as ________.
A) cross merchandising
B) reverse logistics
C) disintermediation
D) diverse logistics
E) inbound logistics
Pacific Fisheries divides its customers into different regional units, such as Asia,
Australia, and the Americas. This is an example of ________.
A) age and life-cycle segmentation
B) psychographic segmentation
C) geographic segmentation
D) occasion segmentation
E) benefit segmentation
What are the two dimensions of product quality?
A) consistency and level
B) performance and conformance
C) design and innovation
D) conformance and style
E) feature and design
Gaining ________ requires delivering more value and satisfaction to target consumers
than competitors do.
A) competitive advantage
B) first-mover advantage
C) economies of scale
D) comparative advantage
E) differentiation
A market-penetration pricing policy should LEAST likely be used for a new product
when ________.
A) the market is highly price sensitive
B) production and distribution costs fall as sales volume increases
C) the product’s quality and image support a high price
D) a high price helps keep out the competition
E) there are few or no competitors in the market
________ is the practice of tailoring products and marketing programs to suit the tastes
of specific individuals and locations.
A) Mass marketing
B) Trigger-based marketing
C) Differentiated marketing
D) Concentrated marketing
E) Micromarketing
Which of the following is the most likely reason that employees regularly attend trade
shows and seminars?
A) to analyze the product life cycle
B) to test new-product concepts
C) to get new-product ideas
D) to imitate competitors’ products and strategies
E) to implement a team-based new-product development approach
Which of the following are value discipline strategies?
A) operational excellence, overall cost leadership, and differentiation
B) customer intimacy, operational excellence, and focus
C) employee relations, product leadership, and overall cost leadership
D) product leadership, customer intimacy, and focus
E) operational excellence, customer intimacy, and product leadership