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Critics have accused some producers of practicing ________ by using materials and
components that will break, wear, rust, or rot sooner than they should.
A) high-pressure selling
B) short-term planning
C) planned obsolescence
D) nonfunctional warranty
E) deceptive promotion
A strategy of exclusive dealing is most likely considered legal if ________.
A) the industry is newly developed
B) both parties have large territories
C) competition is not substantially lessened
D) the dealer agrees to promote the competitor's products
E) the dealer receives a steady source of supply and support
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical
nature. In recent years, owner Gary Zahn has served as the local representative of
several musical instrument manufacturers, providing a contact person for three local
schools. He sends a sample of a manufacturer's products to schools that request a
demonstration or presentation. "If we don't have it, we can definitely get it for you,"
Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a
particular era or just browsing among the hundreds of music knick-knacks in the store.
Gary spends most of his time making presentations to beginners at the local schools and
making biweekly visits to the schools to deliver instruments, make minor repairs, or
pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web
site could benefit a variety of customers. He began with a simple Web site which
provided information about the store and the types of gifts and services available. The
site received so much response that Gary added a question-and-answer option.
Questions poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to
"Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you
be at Elmhurst School to repair it?" The Web site is now able to accept credit card
orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive.
And our novelties sales have doubled!"
Gary sends samples of sheet music to schools for demonstration or presentation. Which
of the following types of marketing is being illustrated from this statement?
A) kiosk marketing
B) ambush marketing
C) direct-mail marketing
D) telemarketing
E) direct-response television marketing
Which of the following is most likely essential for direct marketing to be effective?
A) the selling concept
B) good customer database
C) well-trained sales force
D) ambush marketing
E) marketing myopia
The simplest pricing method is ________ pricing.
A) value-based
B) fixed cost
C) cost-plus
D) target return
E) competition-based
Renee's, a company selling winter clothing in Chicago, ran a preseason promotion on
some of its fur jackets, offering cash refunds if the snowfall in the customer's market
area turned out to be below average. This exemplifies ________.
A) puffery
B) satisficing
C) prospecting
D) a price pack
E) a rebate
Which of the following is the first step in developing an effective integrated
communications and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message
Harris Brown, the marketing manager at a small retail chain, wants to assess his firm's
strengths, opportunities, weaknesses, and threats. Which of the following would be best
suited for his purpose?
A) SWOT analysis
B) cluster analysis
C) portfolio analysis
D) regression analysis
E) Porter's five forces analysis
Due to the success of the dot-coms, traditional firms that have a physical establishment
are rapidly changing to ________.
A) shell corporations
B) click-only firms
C) click-and-mortar firms
D) buy-here pay-here firms
E) dummy corporations
Selecting which segments of a population to serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Which of the following is most likely a manufacturer-sponsored retailer franchise
system?
A) international fast food chains like McDonalds and Pizza Hut
B) Starbucks outlets operating within Target stores
C) Toyota and its network of independent franchised dealers
D) licensed bottlers that bottle and sell soft drinks to retailers
E) hotel chains like the Ritz Carlton and Shangri-La
LilKidClothing.com is a Web site that offers products for children below the age of five.
Consumers order at LilKidClothing.com and products are delivered to their homes
within a week. Which of the following major online marketing domains is evident from
this example?
A) C-to-B
B) C-to-C
C) B-to-C
D) B-to-G
E) G-to-B
Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions
about the firm's new sports shoe line. A team of researchers in the company invited 8
regular customers to talk about the new line of shoes, asking why they chose to buy the
shoe and what they disliked most about its design. A moderator was present to monitor
the discussion. Which of the following types of contact methods has Redrunners used in
this instance?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
The BCG matrix approach is problematic in that it ________.
A) focuses on planning for the future at the cost of ignoring the present
B) focuses solely on current businesses and provides little scope for future planning
C) tends to undermine the importance of market growth rate as a measure of market
attractiveness
D) tends to undermine the importance of relative market share as a measure of company
strength in the market
E) fails to classify SBUs
The United States Environment Protection Agency (EPA) has mandated that, in order to
reduce local pollution, all printing plants have to switch from oil-based inks to
water-based inks. This will require entirely new printing presses and the procurement of
a completely different printing plate technology. In this instance, the buying center of
an organization using printing plants is most likely to face ________.
A) a need for market segmentation
B) a new task situation
C) a straight rebuy situation
D) a need for market diversification
E) delayed differentiation
Acquisition refers to ________.
A) the buying of a whole company, a patent, or a license to produce someone else's
product
B) an agreement between two or more commercial companies to produce a common
product
C) a partnership between two companies to produce a product in different countries by
sharing risks
D) investments made in a country's businesses by foreign citizens, often in the form of
stocks
E) the development of original products, product improvements, product modifications,
and new brands through the firm's own product development strategies
Which of the following stages in the new-product development would a firm engage
itself in immediately after the completion of concept testing?
A) idea screening
B) marketing strategy development
C) business analysis
D) product development
E) idea generation
GigaTalk, a U.S. based computer manufacturing company, found that Japanese
commuters had difficulty using standard laptops on crowded rush-hour trains because
while standing, commuters cannot use their laptops. So GigaTalk created a standing
computer. This computer includes a touch screen and small keyboard that can be used
while standing or on the move. This is an example of ________.
A) straight product extension
B) product invention
C) product adaptation
D) dual adaptation
E) communication adaptation
