If a company has numerous and complex products, it can adopt a product sales force
structure in which the sales force specializes along product lines.
Many companies now use customer profitability analysis to identify and weed out
unprofitable customers.
Superstores are much larger than regular supermarkets and offer a large assortment of
routinely purchased food products, nonfood items, and services.
The number of products supplied indicates the length of a channel.
Millennials represent a larger demographic segment than the baby boomers or Gen
Xers.
Kevin is a salesperson working for a company manufacturing gardening tools. He is
involved in door-to-door sales and travels everyday to call on customers. In his
company, Kevin is most likely a part of the ________.
A) top management
B) outside sales force
C) product designing team
D) customer support team
E) inside sales force
Which of the following is an example of an indirect marketing channel?
A) June Bride, which sells bridal gowns via its click-to-order online catalogs
B) Farmer Brown, who delivers fresh milk from his dairy to customers every morning
C) Wine & Dine, which sells its picnic hampers to select novelty stores across the
country
D) Lifebelt Insurance, which sells life insurance through its door-to-door salespeople
E) Rhonda’s Rental, which rents cars out to people for the day
In the context of product characteristics that influence the rate of adoption, ________
refers to the degree to which the innovation fits the values and experiences of potential
consumers.
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility
Which of the following is true of market-penetration pricing?
A) It should be used when the product’s quality and image support a high price.
B) It involves setting a high price for a new product to appeal to the elite in society.
C) It results in drawing in large numbers of buyers quickly, winning a large market
share.
D) It is best used in conjunction with a market-skimming pricing strategy.
E) It results in the company making fewer and less profitable sales.
________ is more suited for products that vary in design.
A) Mass marketing
B) Local marketing
C) Direct marketing
D) Differentiated marketing
E) Individual marketing
Television, as a medium of advertisement, is characterized by ________.
A) high audience selectivity
B) low absolute costs
C) poor mass-marketing coverage
D) fleeting exposure
E) high cost per exposure
Dale’s Drugstore sells cough medicine that is sour and ineffective. This is an example of
a ________ product.
A) societal
B) pleasing
C) salutary
D) deficient
E) desirable
________ are staged occurrences that communicate messages to target audiences.
A) Focus groups
B) Encoders
C) Atmospheres
D) Events
E) Decoders
Although it might seem that the market leader has the most going for it, challengers
often have what some strategists call a ________. The challenger observes what has
made the leader successful and improves upon it.
A) “marketing myopia”
B) ‘second mover advantage”
C) “absolute advantage”
D) “blue ocean strategy”
E) “red ocean strategy”
Examples of pleasing products include ________.
A) cigarettes and junk food
B) dental services and medications
C) seat belts and air bags
D) fruits and vegetables
E) bicycle helmets and elbow pads
Nintendo, producer of the Wii video game console, might define its competitors as
other makers of physically interactive video games. But from a(n) ________ point of
view, it would include all firms making physically interactive recreational products.
A) industry
B) market
C) segment
D) niche
E) interdependent
Which of the following would be considered a service retailer?
A) factory outlets
B) supermarkets
C) jewelry stores
D) restaurants
E) gas stations
Trusted Wholesalers is a company that purchases products produced in Mexico and
sells them to companies based in the United States and Canada. Management at Trusted
Wholesalers would most likely be interested in becoming experts in the policies
developed by the ________.
A) EU
B) NAFTA
C) CAFTA-DR
D) APTA
E) BRIC
Almost all major purchases result in ________, or discomfort caused by postpurchase
conflict.
A) need recognition
B) cognitive dissonance
C) consumer ethnocentrism
D) conspicuous consumption
E) consumer capitalism
Noticing that the themed envelopes aren’t selling well, Charles Payton decides to offer
customers a special “letter writing” kit, He prices the kit-which comprises letter paper,
matching envelopes, and pens-at $5, even though the combined prices of the individual
items is $8. Which of the following pricing strategies is he using?
A) optional product pricing
B) product bundle pricing
C) by-product pricing
D) dynamic pricing
E) captive product pricing
Companies that adopt value-added pricing ________.
A) consider value-added features as a fitting substitute for aggressive cost cutting
B) set incredibly low prices to meet competition
C) attach value-added features and services to differentiate their offers and support their
higher prices
D) overprice their products without any apparent justification
E) underprice their products and lower quality to boost demand in the short-run
Which of the following groups influences the company’s ability to obtain funds?
A) financial publics
B) local publics
C) general publics
D) citizen-action publics
E) internal publics
P&G has sold off a number of lesser or declining brands such as Oxydol detergent and
Jif peanut butter. In these examples, management decided to ________ the products.
A) modify
B) maintain
C) drop
D) harvest
E) franchise
What are pop-up stores? Provide an example to illustrate your answer.
What does a company focus on when using an undifferentiated marketing strategy?
Define market penetration.
What is a growth-share matrix? Discuss the BCG growth-share matrix.
Briefly explain the wheel-of-retailing concept.
Marketers can prolong the lives of many products in the maturity or decline stages of
the PLC, sometimes even moving these products back into the growth stage. How is
this undertaken?
Marketing management must make four important decisions when developing an
advertising program. List and describe these four decisions.