What is the next step in the business buying decision process after the product
specifications are written?
A) obtain written or verbal bids
B) evaluate alternatives
C) scan trade publications
D) evaluate vendors
E) set price ceiling
Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at
their local dealer through a test-drive promotion. According to the communication
model, the people coming into the dealership to test-drive a vehicle are the ________.
A) encoders
B) message
C) source
D) medium
E) feedback
Introducing a new product into the market is called ________.
A) technical development
B) new product development
C) experimenting
D) commercialization
E) marketing development
Bonneville Communications is concerned about test marketing its new device. Which
of the following is NOT a disadvantage of test marketing that would likely concern
Bonneville Communications?
A) Test marketing costs can be high.
B) Test markets give competitors a peek at the company’s promotional strategy.
C) Test marketing allows time for competitors to gain advantages.
D) People who are surveyed tend to tell less than the truth.
E) Test marketing does not guarantee success.
Which of the following are intermediaries that receive fees for facilitating transactions
in markets such as real estate, food, and used equipment in which there are a lot of
small buyers and sellers?
A) manufacturers’ agents
B) selling agents
C) commission merchants
D) merchandise brokers
E) sale mediators
A quantity discount is a price reduction to buyers who purchase ________.
A) frequently
B) large volumes
C) close outs
D) bundled products
E) seasonal products
It is most accurate to say that channels of distribution provide which of the following?
A) time, place, and ownership utility
B) promotion, product, and place utility
C) time, place, and form utility
D) promotion and form utility
E) time and promotion utility
When large companies undertake new-product development, they typically enlist
specialists in different areas to create a ________ within the organization.
A) focus group
B) product category team
C) sales team
D) venture team
E) cross-functional brand team
Using a concentrated targeting strategy, the marketer goes after a ________ but
________ consumer segment.
A) small; undefined
B) small; well-defined
C) large; well-defined
D) large; undefined
E) medium-sized; local
Which of the listed choices is NOT a positioning task?
A) identifying a set of possible competitive advantages
B) surveying frequent uses of the product
C) analyzing competitors’ positions
D) finalizing the marketing mix
E) evaluating responses to the marketing mix
A soup company found its canned nacho cheese sauce was too spicy for Americans in
the East and not spicy enough for those in the West and the Southwest. As a result, the
company’s plants in Texas and California produce a hotter nacho cheese sauce than is
produced in its other plants. The company is using ________ segmentation.
A) geographic
B) life cycle
C) psychographic
D) lifestyle
E) usage
Retail stores are often classified on the breadth and depth of their merchandise
assortment. The depth of the merchandise is the variety of choices for each specific
product. Merchandise depth may be classified as ________ or ________.
A) narrow; broad
B) narrow; deep
C) shallow; broad
D) shallow; deep
E) narrow; full
When determining the number of channel members to use at each level, three strategies
are available: intensive, exclusive, and ________ distribution.
A) multiple
B) selective
C) international
D) direct
E) extensive
A group of people from a range of departments tasked with developing products and
programs that satisfy the customer’s needs is referred to as a ________ team.
A) cross-functional
B) partner relationship management (PRM)
C) customer relationship management (CRM)
D) missionary
E) transactional
Service ________ means that a firm cannot store its services.
A) intangibility
B) perishability
C) inseparability
D) variability
E) personalization
Market planning is a type of ________.
A) day-to-day planning
B) financial planning
C) strategic planning
D) independent planning
E) functional planning
When marketers at P&G selected Generation Y, a demographic that includes college
students, as an untapped group of potential customers for their Febreze line of products,
they were executing which of the following?
A) market segmenting
B) undifferentiated targeting
C) differentiation
D) targeting
E) positioning
Which of the following is one of the ways that Berkowitz Piano Company can expand
its product line?
A) a product mix strategy
B) a filling-out strategy
C) societal marketing
D) internal marketing
E) line mixing
________ is less expensive, faster, and more flexible than other methods of data
collection.
A) Mail surveying
B) Telephone surveying
C) The mall intercept
D) The focus group
E) Online data collection
Reach and frequency of advertising, timeliness and accuracy of competitive
intelligence, and consumer word-of-mouth activity are all examples of ________.
A) ROMI
B) marketing metrics
C) action plans
D) SBU objectives
E) situation analyses
The built-in, fold-down child seats, designed to replace traditional car seat and booster
seats, such as those found in Chrysler minivans are an example of a ________.
A) dynamically continuous innovation
B) nonradical innovation
C) competitive innovation
D) continuous innovation
E) discontinuous innovation
________ are goods offered either free or at low cost as an incentive to buy a product;
they may be in-pack, on-pack, or delivered through the mail.
A) Rebates
B) Bonus packs
C) Price-off packs
D) Premiums
E) Sweepstakes
A city hired a research company to survey spring break vacationers to learn about this
market. One of the questions asked was, “If you were able to hang out on the beach
with any celebrity, who would she or he be?” This type of question is a means for
gathering ________.
A) qualitative data
B) ethnographic observations
C) cross-tabulated data
D) quantitative data
E) longitudinal data
Burger King developed a new french fry to compete with McDonald’s fryconsidered the
world’s best. Burger King’s specifications included that the crunch would last for seven
or more chews. The product failed because consumers did not like the fry as much as
McDonald’s fry. Burger King did not ________ the idea for both technical and
commercial value.
A) test market
B) advertise
C) screen
D) promote
E) style
Tony, a vice president of the St. Louis One Gateway Credit Union, decided to measure
customers’ perceptions of the service quality of the credit union. He chose to use the
SERVQUAL scale because it included the ________ component, which involves the
knowledge and courtesy of employees, as well as their ability to convey trust and
confidence.
A) empathy
B) responsiveness
C) assurance
D) reliability
E) creativity
The vice president of marketing of a software development company periodically
develops a(n) ________, which includes marketing research data on the target market,
marketing objectives such as “to increase new customers by 20 percent,” and a list of
who will be responsible for implementation.
A) marketing plan
B) marketing mix
C) pricing strategy
D) action plan
E) strategic plan
________ are acts, efforts, or performances exchanged from producer to user without
ownership rights.
A) Tangibles
B) Services
C) Ideas
D) Brand extensions
E) Licenses
Which of the following is NOT a closing approach for a salesperson?
A) a last objection close
B) a bridge close
C) a standing-room-only close
D) a buy-now close
E) an assumptive close
A company is implementing ________ when it airs a television commercial to millions.
A) interactive marketing
B) viral marketing
C) mass communication
D) personal communication
E) buzz
When setting prices, a company must consider factors in its pricing environment.
________ such as the business cycle, economic growth, and consumer confidence can
have a significant impact on the firm’s pricing strategies.
A) Consumer trends
B) Economic trends
C) Competitors’ responses
D) Regulations
E) Market structures
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word about the company’s new products.
This is an example of using ________.
A) avatars
B) brand communities
C) brand evangelists
D) location-based social networks
E) direct marketing
Conversion rate is an example of ________.
A) search engine optimization
B) predictive analytics
C) sentiment analysis
D) customer equity
E) marketing metrics
Compare the three business-to-business buyclasses.
What are two competitive advantages a customer may benefit from when buying a
bottle of soda from a local corner convenience store versus a chain supermarket?
Explain cannibalization. How does a line extension strategy increase the risk of
cannibalization?
What is the difference in the qualitative versus quantitative approach to research?
Describe the function of customer insights.
Briefly describe the purpose and components of an action plan.
What is the purpose of data mining?
Explain why consumers may not ‘sweat the details” when they choose among
nondurable goods but have a higher level of involvement when they choose among
durable goods.
Explain why marketers need to understand the views of consumers in dealing with the
compatibility and complexity of innovations.
Describe public relations and four objectives it is often used to achieve.
What is protectionism and why might a government adopt it as a policy? Explain how
three examples of protectionism function.
A sales manager at ABC Services Inc. was required to track important marketing
metrics each quarter. Give two examples of the marketing metrics this sales manager
might report.
A car company is marketing a new car model that is larger and more luxurious than any
of the models currently in the product line. It is also significantly more expensive.
Explain the strategy this car company is using with its product line.
Briefly explain the wheel-of-retailing concept.
What are the two types of price fixing? Briefly define each.
Explain how addictive consumption is a dimension of the “dark side” of marketing.