In which step of the hierarchy of effects would a marketer most likely use celebrity
endorsements and status appeals?
A) create awareness
B) inform the market
C) create desire
D) encourage purchase
E) build loyalty
Which of the following is a tool that marketers often use to portray an action plan’s time
line?
A) a Gantt chart
B) a SWOT analysis
C) an SBU analysis
D) a BCG matrix
E) a marketing metric
We consume ________ in the short term rather than the long term.
A) unsought products
B) specialty products
C) raw materials
D) durable goods
E) nondurable goods
One year many customers’ machinery wears out and needs to be replaced. The
following year no customers need new machinery. This is an example of ________
demand.
A) inelastic
B) fluctuating
C) elastic
D) consumer
E) static
Which of these statements about mass marketing is true?
A) A mass marketing strategy is always preferable to a target marketing strategy.
B) The success of any organization’s marketing efforts depends on its ability to engage
in mass marketing.
C) Mass marketing can be cost effective.
D) Mass marketing allows marketers to develop products to satisfy the specific needs
and wants of specific groups of customers.
E) Automakers typically use a mass marketing strategy.
The management practice of ________ involves actively seeking people of different
races, sexes, ethnic groups, and religions in an organization’s employees, customers,
suppliers, and distribution channel partners.
A) geodemography
B) cultural diversity
C) ethnic segmentation
D) psychography
E) social networking
In the ________ phase of new product development, marketers estimate the technical
and the commercial success of an idea for a new product.
A) problem recognition
B) product concept development and screening
C) idea generation
D) commercialization
E) technical development
________ purchases are much greater than ________ purchases, both in the quantity of
items ordered and how much they cost.
A) Business; consumer
B) Organizational; institutional
C) Online; offline
D) Not-for-profit; for-profit
E) Joint; derived
When comparing itself to its competitors, Hidden Valley describes its Ranch dressing as
the original. This is the ________ the manufacturer has selected for the product.
A) marketing mix
B) market segment
C) market position
D) marketing concept
E) value chain
Marketing logistics involves which of the following types of distribution flows?
A) outbound and inbound only
B) outbound, inbound, and reverse
C) outbound and reverse only
D) inbound and reverse only
E) outbound only
In Vin del Mar, Chile, there are a dozen stores specializing in selling the same quality of
seafood products on one street. An individual store dare not charge more than the going
price without the risk of losing business to the other stores that are selling the fish at a
common price. This is an example of what type of market?
A) perfect competition
B) monopolistic competition
C) oligopolistic competition
D) a monopoly
E) an oligopoly
Which of the following would most likely be used in a focus group?
A) an fMRI machine to better understand why consumers make the decisions they do
B) a one-way mirror that allows a client to observe the group
C) a longitudinal design that tracks the responses of members of the group over time
D) an experiment that attempts to rule out some explanations for consumer decisions
E) a cross-sectional design that collects information from a large number of respondents
Jewels for the Rich and Famous sells very exclusive jewelry with a minimum price of
$25,000 to customers around the world. Speed of delivery to distant markets is a must.
Management should use ________ as its main carrier.
A) railroads
B) air
C) trucks
D) water
E) pipeline
A new ‘smart” refrigerator has been designed with sensors that send information to the
manufacturer about the refrigerator’s use and performance. One advantage of the system
is that it will detect any possible performance issues before they interfere with
consumer use of the refrigerator and communicate that information to both the
manufacturer and consumer so that service and/or repairs can take place immediately.
This is an example of ________.
A) the Internet of Things
B) a data warehouse
C) data mining
D) sentiment analysis
E) unstructured data
When Gap, Inc. was developing the concept for its chain of Old Navy stores, the
company gave employees who fit the desired Old Navy customer profile $200 apiece.
They set them loose on a shopping spree, and then interviewed them about what they
purchased so these products would be on the Old Navy shelves when the stores opened.
Gap, Inc. utilized what format of participant sampling?
A) probability sampling
B) systematic sampling
C) stratified sampling
D) nonprobability sampling
E) simple random sampling
The invitation to go skiing for the weekend forced Donna to look at her current
wardrobe. She decided she needed a much warmer coat. Donna was in which stage of
the purchase decision?
A) product evaluation
B) situational analysis
C) problem recognition
D) problem screening
E) information search
Which of the following is a consumer group identified by the VALS™ system?
A) Young Digerati
B) Tweens
C) Kids & Cul-de-Sacs
D) Shotguns & Pickups
E) Experiencers
A newspaper article reported on a lawsuit in which independent coffee shops accused a
national chain of coffee shops of engaging in an illegal conspiracy to drive them out of
business. What promotion element would the national chain of coffee shops most likely
use to improve its corporate image, which has been tarnished by these accusations?
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) stealth marketing
Intermediaries that do business with many different manufacturers and many different
customers are most accurately referred to as ________.
A) interdependent intermediaries
B) dependent intermediaries
C) independent intermediaries
D) wholesalers
E) retail outlets
Which of the following is NOT a trend that is expected to provide new opportunities for
marketers of services?
A) changing demographics
B) declining levels of patriotism
C) technological advances
D) proliferation of information
E) globalization
Which of the following is the method marketers use to collect available information
about what is going on in the world that is relevant to their business?
A) a marketing decision support system
B) marketing management
C) longitudinal research
D) a market intelligence system
E) data mining
Which of the following is true of advocacy advertising?
A) It is also known as public-service advertising.
B) It is primarily used to support sales promotion activities.
C) It is used only for non-profit causes.
D) It is intended to inform customers about a new product.
E) It is intended to influence public opinion.
A marketing manager would most likely use which of the following to find out how
many consumers stay with his brand and how many switch, enabling him to project
market shares over time?
A) modeling software
B) syndicated research
C) cross-sectional research
D) exploratory research
E) competitive intelligence
The ViVi brand is a line of designer clothing for pregnant businesswomen. If its owner
believes that professional women in other countries have a need for conservative
maternity wear, the owner of the small company would most likely hire a(n) ________
to locate and negotiate with buyers in other countries.
A) franchisee
B) franchisor
C) export merchant
D) strategic ally
E) joint venture partner
________ often influence others’ attitudes or behaviors because others perceive them as
possessing expertise about a product.
A) Opinion leaders
B) Status symbols
C) Heuristics
D) Reference groups
E) Social classes
People’s moods and behaviors are strongly influenced by their physical surrounding.
Two dimensions, ________, determine whether a shopper will react positively or
negatively to a store environment.
A) color and size
B) size and activity
C) arousal and pleasure
D) perceived risk and level of involvement
E) motivation and self-concept
A(n) ________ occurs when customers decide that two different brands of pain reliever
have the same product quality because they have basically the same product
characteristics and similar prices.
A) clouding effect
B) assimilation effect
C) bundling effect
D) contrast effect
E) price-placebo effect
Which member of the buying center typically has the most power?
A) buyer
B) gatekeeper
C) decider
D) initiator
E) influencer
The changes in prices of other products affect the demand for an item. This is a
phenomenon called ________.
A) cross-elasticity of demand
B) complementary elasticity
C) interdependent elasticity
D) parallel elasticity
E) variable demand
Which of the following best explains why a 40-year-old woman and a 15-year-old boy
would interpret an ad for an age-minimizing makeup differently?
A) They respond in contrasting ways to different media.
B) They are not equally susceptible to noise.
C) They follow different communication models.
D) They have different frames of reference.
E) One is not as likely as the other to provide feedback.
Which of the following is most likely to involve in-depth surveying or observation of a
few consumers who fit the profile of the “typical” customer?
A) data mining
B) syndicated research
C) exploratory research
D) causal research
E) descriptive research