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Posting digital content on brand Web sites or on social media sites such as YouTube,
Facebook, Vine, and others are forms of ________ marketing.
A) corporate intranet
B) online video
C) viral blog
D) media portal
E) digital kiosk
Answer:
One reason demographic variables are the most popular bases for segmenting customer
groups is because they ________.
A) create smaller segments
B) create more easily accessible segments
C) do not involve stereotypes
D) are easier to measure than other variables
E) involve fewer attributes to consider
Answer:
Which of the following is most likely an example of a business promotion tool?
A) a free DVD for customers who purchase a new television at a retail store
B) a trade fair showcasing a new audio system developed by an electronics firm
C) a sweepstakes program inviting customers to enter for the chance to win a new car
D) a toaster being sold at half its list price for any buyer who purchases a food
processor
E) a display allowance for retailers who feature a manufacturer's product in a favorable
manner
Answer:
Which of the following best describes the personality symbol style of advertising?
A) using ordinary people to show how a product affects them in their daily lives
B) using scientific evidence to support claims about a product in an advertisement
C) using an animated character or mascot to represent a product in an advertisement
D) using a technical expert to recommend a product in an advertisement
E) using a celebrity to endorse a product in an advertisement
Answer:
________ can describe a product class, a product form, or a brand.
A) The product development process
B) The product life cycle concept
C) Business analysis theory
D) Vendor analysis theory
E) Portfolio analysis
Answer:
Business advisory services such as legal or advertising are classified under which
category of industrial products?
A) supplies and services
B) capital items
C) raw materials
D) materials and parts
E) specialty products
Answer:
In which of the following promotion tools does a customer send a proof of purchase to
a manufacturer, who then refunds part of the purchase price by mail?
A) rebate
B) coupon
C) sample
D) premium
E) price pack
Answer:
Which of the following is true of public relations?
A) It provides quick incentives to make product purchases.
B) It emphasizes news and events rather than sales
C) It involves training a dedicated sales force to meet customers.
D) It cannot be used to dramatize a product or company.
E) It is the most widely used promotional tool.
Answer:
Harmon, a nationwide department store, uses checkout scanners to record shoppers'
purchases. Which term best describes Harmon's checkout scanners?
A) nonprobability sampling tool
B) mechanical instrument
C) neuromarketing tool
D) touch point device
E) CRM system
Answer:
________ is the degree to which an innovation fits the values and experiences of
potential consumers.
A) Relative advantage
B) Divisibility
C) Complexity
D) Compatibility
E) Communicability
Answer:
The marketing manager of Refresh Inc., a leading producer of soft drinks, is
considering a differentiated marketing strategy. An important consideration is weighing
increased sales against ________ before selecting this strategy.
A) decreased production
B) increased demand
C) increased costs
D) decreased prices
E) increased profits
Answer:
Which of the following is most likely true about e-mail marketing?
A) It cannot be personalized for individual consumers.
B) It is a traditional form of direct marketing.
C) It is restricted to the use of personal computers.
D) It is used by marketers to send highly targeted messages.
E) It is always non-intrusive in nature due to spam filters.
Answer:
A company regularly purchases cleaning supplies from a vendor and orders relatively
consistent amounts of the same products on each purchase from the same vendor. This
is an example of a(n) ________.
A) modified rebuy
B) new task situation
C) straight rebuy
D) dual distribution system
E) exclusive distribution system
Answer:
Every time a search is made using keywords related to construction, search engines
display text-based advertisements and links to Regan Builders, a construction firm. The
marketing tool used by Regan Builders is best referred to as a ________.
A) display advertisement
B) contextual advertisement
C) digital catalog
D) community Web site
E) Web blog
Answer:
Some companies are now appointing ________, whose job is to protect consumers from
harm and the company from liability by proactively ferreting out potential product
problems.
A) intradepartmental teams
B) idea generation teams
C) product audit committees
D) product stewards
E) listening officers
Answer:
The most common research instrument, whether administered in person, by phone, by
e-mail, or online, is the ________.
A) mechanical device
B) personal interview
C) questionnaire
D) telephone interview
E) focus group
Answer:
Performance Inc. sells its newest athletic shoe styles to The Sneaker Store and
distributes dated or slightly defective merchandise through Sports Discounters.
Performance Inc.'s main competitor is Topnotch Manufacturers. Performance Inc. also
markets its products through the company Web site. They decide to offer a short-term
online promotion to encourage consumers to buy their newest athletic shoes, promoting
a 20 percent discount off current retail prices. In such a distribution channel, which of
the following would be considered a vertical conflict?
A) a conflict between Performance Inc. and The Sneaker Store
B) a conflict among Performance Inc., The Sneaker Store, and Sports Discounters
C) a conflict between The Sneaker Store and Sports Discounters
D) a conflict between Performance Inc. and Sports Discounters
E) a conflict between Performance Inc. and Topnotch Manufacturers
Answer:
Hamilton Wholesaling, an electronics wholesaling firm, provides many services to
customers including buying, storing, and transporting expensive and delicate electronics
equipment. Hamilton takes title of ownership to all goods that the firm handles.
Hamilton is most likely a(n) ________.
A) wholesaling broker
B) merchant wholesaler
C) agent wholesaler
D) manufacturer's agent
E) manufacturer's representative
Answer:
Erica Jenson has a limited budget to conduct market research. Which of the following
research approaches would provide Erica with the most cost-effective way to reach a
large number of respondents in a short period?
A) telephone surveys
B) personal interviews
C) Internet-based surveys
D) mail surveys
E) focus group interviews
Answer:
Which of the following is the first step in developing an advertising program?
A) setting the advertising budget
B) developing an advertising strategy
C) developing a brand message
D) setting advertising objectives
E) evaluating advertising campaigns
Answer:
Which of the following illustrates the changing composition of the American family?
A) the number of same-sex couples raising children has decreased
B) the number of married couples with children under 18 is climbing
C) fewer people are divorcing or separating
D) an increase in the number of non-family households
E) a decrease in the number of same-sex couples
Answer:
A group of independent retailers that bands together to set up a jointly owned, central
wholesale operation and conduct joint merchandising and promotion efforts is referred
to as a ________.
A) factory outlet mall
B) retailer cooperative
C) corporate chain
D) warehouse club
E) voluntary chain
Answer:
Which of the following products would the electronics company CypressSound classify
as a cash cow in its BCG matrix?
A) Cyan a cell phone that is designed for music lovers and has a very low market share
in a market that is growing steadily
B) Boosh a home entertainment system that has a strong market share in a market that
is likely to expand in the future
C) Xpress an MP3 player that has a high market share in a market that is not expected
to grow significantly
D) AutoPlay a car audio system that has a high market share in a market that has been
growing constantly
E) Unipress a CD player that has a very low market share in a market that is shrinking
rapidly
Answer:
Retailers like Walmart and Target carry less-expensive versions of established brand
name products or new lower-price lines. They have adopted a ________ pricing
strategy.
A) high-low
B) target return
C) cost-plus
D) good-value
E) market-skimming
Answer:
Which of the following is a function of an integrated marketing communications
system?
A) designing products using environmentally friendly techniques
B) allowing suppliers or vendors to manage the inventory of products
C) controlling production levels by feedback received from customers
D) delivering a clear, consistent, and compelling message on the product to each brand
contact
E) sharing company forecasting details with shareholders
Answer:
Which of the following is true of a conventional distribution channel?
A) It has each channel member acting as a separate business unit trying to maximize its
own profits.
B) It consists of producers selling their products directly to customers without the use
of intermediaries.
C) It has one channel member owning the other channel members.
D) It is a distribution channel where a producer is owner of all the other channel
members.
E) It has all members of the channel working together as a single organization.
Answer:
Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding
cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the
company has developed its brand with ________.
A) brand extensions
B) line extensions
C) multibranding
D) new product lines
E) co-branding
Answer:
Moving products and materials from suppliers to the factory is known as ________
logistics.
A) outbound
B) reverse
C) inbound
D) downstream
E) inventory
Answer:
The selling concept holds that ________.
A) consumers will not buy enough of a firm's products unless the firm undertakes
large-scale persuasion and promotion efforts
B) a company's marketing decisions should consider consumers' wants, the company's
requirements, consumers' long-run interests, and society's long-run interests
C) consumers will only favor products that are available and highly affordable
D) achieving organizational goals depends on knowing the needs and wants of target
markets and delivering the desired satisfactions better than competitors do
E) consumers will favor products that offer the most in quality, performance, and
innovative features
Answer:
Cosmetic retailer Lush knows that doing what's right benefits both customers and the
company. Their premium beauty products are made by hand from the freshest possible
natural ingredients. This is an example of the ________ concept.
A) marketing
B) product
C) production
D) societal marketing
E) selling
Answer:
Radox, a luxury watch brand, identifies a market segment that is willing to pay
premium prices for its watches, and Radox managers select an ideal selling price.
Managers then determine the costs to create watches that meet the ideal selling price.
The company's pricing approach is referred to as ________.
A) mass production
B) cost-plus pricing
C) target costing
D) value-added pricing
E) target return pricing
Answer:
The most effective sources of information about a product tend to be ________.
A) commercial
B) public
C) experimental
D) personal
E) paid
Answer:
A practice called ________ allows marketers to use online data to target ads and offers
to specific customers.
A) online listening
B) behavioral targeting
C) social media tracking
D) data analytics
E) online targeting
Answer:
