ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting
certain safety standards in its waste disposal. ColaBlue remedies the problem by adding
higher-grade filters and purifiers. Which of the following actions by ColaBlue would
constitute a public-relations effort to address the effects of the lawsuit and the
consequent damage to its brand image?
A) having well-trained personnel at retail outlets to explain the different ranges of
products the company provides
B) tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks
C) lowering prices of ColaBlue’s products in the short term
D) holding a press conference to explain the remedial steps that ColaBlue has taken
E) making new advertisements for ColaBlue products and sponsoring shows on
television
Answer:
Which generational group is most comfortable using digital technologies?
A) Millennial
B) Zoomer
C) Generation X
D) Generation Z
E) Lost Generation
Answer:
Which of the following direct marketing forms includes infomercials?
A) direct-response television marketing
B) outbound telephone marketing
C) print-catalog marketing
D) direct-mail marketing
E) face-to-face marketing
Answer:
________ is defined as a business strategy where business buyers prefer to buy a
complete solution to a problem from a single seller rather than buying and consolidating
separate products and services from several suppliers.
A) Modified rebuy
B) Straight rebuy
C) New task buying
D) Systems selling
E) Supplier development
Answer:
Eric Dylan is the marketing director of a charity that raises funds to help provide
educational services to children and families in developing countries. Eric targets a
selective market of individuals who have recently donated to international charities by
sending letters with charity information and donation instructions. Eric uses ________
in this scenario.
A) direct-mail marketing
B) mass marketing
C) telephone marketing
D) digital marketing
E) kiosk marketing
Answer:
In a marketer’s macroenvironment, the ________ environment consists of laws,
government agencies, and pressure groups that influence or limit various organizations
and individuals in a given society.
A) political
B) cultural
C) technological
D) natural
E) internal
Answer:
In a territorial sales-force structure, each salesperson is assigned to an exclusive
geographic area and sells the company’s full line of products or services to all
customers in that area.
Answer:
Laundry detergent, candy, magazines, and fast food are purchased frequently by
customers. They are examples of ________ products.
A) unsought
B) shopping
C) convenience
D) specialty
E) industrial
Answer:
Customer-driven marketing is most effective when ________.
A) a clear need exists among customers, but the need is difficult to identify
B) customers do not know what they want but are easily persuaded
C) customers seek new products and technological innovations
D) clear needs exist and customers know what they want
E) customers have wants but cannot afford them
Answer:
A firm has a huge amount of individual customer data saved in different databases.
Which of the following can be used to integrate, analyze, and apply the available
information effectively?
A) online market research tools
B) integrated marketing systems
C) CRM systems
D) internal survey methods
E) quality assurance tools
Answer:
________ costs refer to the sum of the fixed and variable costs for any given level of
production.
A) Target
B) Marginal
C) Value-based
D) Total
E) Break-even
Answer:
In the ________ stage of new product development, products undergo rigorous tests to
make sure that they perform safely and effectively, or that consumers will find value in
them.
A) business analysis
B) idea generation
C) concept screening
D) product development
E) test marketing
Answer:
________ is the final step in the marketing research process.
A) Developing the research plan
B) Determining a research approach
C) Interpreting and reporting the findings
D) Engaging in secondary research
E) Collecting and analyzing the data
Answer:
When compared to merchant wholesalers, brokers and agents ________.
A) perform more extensive functions
B) do not take title to goods
C) deal only in services and not products
D) do not engage in any negotiation of wholesale deals
E) rarely specialize in one product category or customer type
Answer:
Which of the following is a quantitative approach to research?
A) observational research
B) online focus groups
C) ethnographic research
D) in-depth interviews
E) marketing surveys
Answer:
Which of the following is true of survey research?
A) It is the most widely used method for gathering primary data.
B) It is the most suitable method for establishing causal relationships.
C) It is the best method to use when people are unwilling to answer questions.
D) It is not suitable for collecting data for descriptive research.
E) It is inflexible and cannot be used in many different situations.
Answer:
Which aspect of niche online social networks makes the medium most appealing to
marketers?
A) They help marketers target the best undifferentiated market segment.
B) They are used by a majority of Internet users in the United States and overseas.
C) They cater to the needs of small communities of like-minded people.
D) They guide organizations on how to set up social media networks.
E) They allow marketers to control the conversations on the network.
Answer:
Which of the following needs in Maslow’s hierarchy is generally satisfied last?
A) physiological
B) social
C) esteem
D) self-actualization
E) safety
Answer:
Outbound logistics refers to moving ________.
A) unwanted, excess products from resellers to producers
B) raw materials from suppliers to the factory
C) excess materials from the factory to suppliers
D) products from the factory to resellers and ultimately to customers
E) broken, damaged products from customers to producers
Answer:
According to critics, large marketing companies use patents and heavy promotion
spending to ________.
A) acquire smaller companies
B) offset too many social costs
C) prevent industry competition
D) achieve economies of scale
E) offset cultural pollution
Answer:
Which of the following is the right order of the steps that companies generally follow in
designing a customer-driven marketing strategy?
A) market segmentation, differentiation, positioning, and market targeting
B) positioning, market segmentation, mass marketing, and market targeting
C) market segmentation, market targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence
Answer:
Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin
dance. When individuals call the studio, they’re encouraged to access the Web site to
receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once
they become patrons, text messages are sent to share news about featured dance
instructors and upcoming special events. Which of the following promotion mix tools
does Studio 19 employ to reach target customers?
A) public relations
B) personal selling
C) direct marketing
D) crowdcasting
E) retailing
Answer:
Which of the following is true about joint venturing?
A) Management contracting is highly risky for the domestic firm.
B) Contract manufacturing gives significant control to the domestic firm.
C) Licensing is a highly complex method for entering global markets.
D) A host country partner is necessary for selling or marketing products.
E) Companies are required to invest in the construction of foreign-based facilities.
Answer:
What is the most important consumer buying organization in society?
A) leading adopters
B) the family
C) membership groups
D) reference groups
E) aspirational groups
Answer:
Becca wants to buy a new coat. She asks her friends to recommend a store and/or a
style of coat. She looks for sale advertisements for coats in newspapers and also visits
nearby stores to check if she can find a coat in her budget. In this case, Becca is most
likely in the ________ stage of the buyer decision process.
A) product evaluation
B) evaluation of alternatives
C) need recognition
D) information search
E) purchase decision
Answer:
Reseller markets consist of ________.
A) government agencies that buy goods and services to produce public services
B) individuals who buy goods and services for personal consumption
C) firms that buy goods and services to assemble overseas
D) firms that buy goods and services to sell at a profit
E) firms that buy goods and services for further processing
Answer:
Which of the following is true about customer relationship management (CRM)?
A) It eliminates the need for primary research.
B) It minimizes the need for costly marketing analytics.
C) It relies on the use of exploratory and causal research.
D) It consists of sophisticated software and analytical tools.
E) It excludes data on existing customers to focus on potential customers.
Answer:
The ________ environment is perhaps the most dramatic force shaping the destiny of
individuals and offering exciting opportunities for marketers.
A) demographic
B) technological
C) political
D) social
E) cultural
Answer:
In ________, the market consists of many buyers and sellers trading in a uniform
commodity, such as wheat, copper, or financial securities.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) a pure monopoly
E) a pure monopsony
Answer:
A&B’s Smarter Planet campaign markets A&B as a company that provides innovative
solutions that improve the world’s IQ. This activity of A&B is an example of ________
marketing.
A) segmented
B) vertical
C) organization
D) horizontal
E) diversified
Answer: