A product that falls below the fair value zone of a value map is perceived to deliver
benefits that are ________ the product’s cost.
A. greater than
B. less than
C. equal to
D. unrelated to
E. diminished by
A marketer would detail the company’s positioning and value proposition in the
________ section of a marketing plan
A. marketing situation
B. forecasting
C. company description, purpose, and goals
D. marketing strategy
E. executive summary
Which of the following is the term for customers who enthusiastically share their
positive experiences with a product with friends, neighbors, and colleagues?
A. satisfied customers
B. product champions
C. neutral customers
D. switchable customers
E. defecting customers
It is most accurate to say that a company’s core competencies create which of the
following?
A. the company’s marketing situation
B. the company’s marketing strategy
C. the company’s competitive advantage
D. the company’s SWOT findings
E. the company’s objectives
The right to be safe, to be informed, to be heard, and to choose freely are the major
components of the ________.
A. Truth in Lending Act
B. Child Protection Act
C. Federal Trade Commission Act
D. Robinson-Patman Act
E. Consumer Bill of Rights
A conventional channel consists of one or more ________ producers, wholesalers, and
retailers.
A. product-related
B. independent
C. contract
D. estranged
E. merchant
Which of the following are NOT part of a company’s microenvironment?
A. suppliers
B. competitors
C. governments
D. customers
E. distributors
Branded entertainment is best suited for which of the following?
A. a complex product
B. a product with a niche target market
C. a new brand
D. a brand with mass consumer awareness
E. a brand with limited consumer awareness
Which of the following groups can be divided into the two broad types of full-service
and limited-service?
A. brokers
B. agents
C. sales branches
D. specialty wholesalers
E. merchant wholesalers
Which of the following is the most accurate name for a 30-minute television advertising
program marketing a single product?
A. sponsored entertainment
B. home shopping channel
C. integrated marketing
D. dynamic imaging
E. infomercial
The SWOT in SWOT analysis stands for ________.
A. strengths, weaknesses, observations, trends
B. strengths, weaknesses, opportunities, threats
C. sales, waste, objectives, threats
D. sales, work, objectives, trends
E. services, work, opportunities, technologies
When Kraft focused on cost-cutting with its older and established brands, leaving them
to wither without much investment or modification, Kraft decided to ________ the
older products.
A. license
B. maintain
C. divest
D. harvest
E. review
The lower the level of customer loyalty is for a product, the ________ .
A. stronger the existing brand relationships are
B. stronger the media plans are
C. stronger the copy tests are
D. more opportunity there is to gain sales
E. more opportunity there is to integrate marketing
Which of the following is the best example of a service?
A) the medical examination Jonathon had yesterday
B) the sheet music purchased by the piano teacher
C) the software Monica purchased from a Web site
D) the cleaning supplies purchased for the veterinarian’s office
E) the tee-shirt you got for running in a 5K race
________ occurs when someone voluntarily offers payment or something of financial
value to get an illegal advantage.
A. Privatization
B. Counterfeiting
C. Bribery
D. Jurisdiction
E. Countertrade
Which of the following research methods is generally the LEAST flexible?
A. mail
B. telephone
C. online surveys
D. online panels
E. personal interviews
Leona purchased two bottles of wine from vineyards in Australia. When asked her
opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but
the Chablis had a crisp taste that she really enjoyed. These statements were made during
the ________ stage of the purchase decision.
A. information search
B. problem/opportunity recognition
C. evaluation of alternatives
D. purchase decision
E. postpurchase evaluation
A(n) ________ is a written document that defines the operational and financial
objectives of a business over a particular time, and defines how the business plans to
accomplish those objectives.
A. marketing plan
B. business plan
C. investment plan
D. executive summary
E. business overview
A ________ strategy outlines how, when, and where a company will make its product
or service available to target consumers.
A. target
B. pricing
C. product
D. promotion
E. place
Sales promotions are targeted toward all of the following EXCEPT ________.
A. retailers
B. investors
C. consumers
D. business customers
E. members of the sales force
Refer to the scenario below to answer the following questions.
John Mayes opened Sparkle Janitorial in 1999. John began by acquiring two contracts
for office cleaning services from two local manufacturing facilities. For two years, John
and his wife, Barb, performed the cleaning services alone. After acquiring three
additional cleaning contracts in 2001, John hired two employees.
“Up to that point, we had room to grow but we really had no advertising plan,” John
stated. “We were relying mostly on word-of-mouth.”
By 2003, Barb hired another two full-time employees to begin Sparkle’s new endeavor:
carpet cleaning in homes and offices.
“Competition was getting tough for both of our services at that point,” Barb added. “We
ran a local radio spot three times each week. Then we had an advertiser print coupons
on placemats. That gave us a little more exposure.” John and Barb Mayes admit that
they never realized the value of a sound promotional plan before now. “We wish we
would have put together something catchy with a jingle way before now,” they said.
In the communication model, Sparkle Janitorial’s radio spot is the ________.
A. message
B. sender
C. encoder
D. medium
E. feedback
In the 1950s concept of the 12 categories of a marketing mix, ________ included
warehousing, inventory control, and transportation.
A. pricing
B. product planning
C. physical handling
D. servicing
E. fact finding and analysis
Rashmi Singh always knows about the trendiest fashions. She actively shares her
knowledge with a wide group of friends and colleagues about where to shop for
cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an
example of a(n)________.
A. norm
B. subliminal influence
C. opinion leader
D. product researcher
E. routine response problem solver
ROMI helps marketers allocate marketing funds based on ________ rather than on
________.
A. instinct; data
B. budgetary limitations; guesswork
C. creativity; accountability
D. metrics; analytics
E. qualitative measures; quantitative measures
Which of the following statements about newspapers is true?
A. The reach of a national newspaper such asUSA Today is comparable to the reach of
network television.
B. The growing size of online newspaper audiences has offset the decline in newspaper
readership.
C. Newspaper advertisements are so inexpensive that it is cost-effective to reach a mass
audience spread throughout the United States by purchasing advertising in multiple
local newspapers.
D. Newspapers and magazines have similar lead times.
E. Professionally written newspaper articles lend credibility to the ads that appear
within the newspaper.
When a company practices the marketing concept, ________ serve as the foundation
for marketing activities.
A) profits
B) customers
C) efficiencies
D) sales
E) suppliers
________ research is a process designed to collect a large number of responses using a
standardized questionnaire from which the results can be summarized into numbers for
statistical analysis.
A. Explanatory
B. Structured
C. Syndicated
D. Qualitative
E. Quantitative
Which of the following statements about magazines as an advertising medium is true?
A. Magazines have long lead times.
B. Magazines do not have a long life span in comparison to other print media.
C. Magazine advertisers almost always use a mass marketing strategy.
D. Magazines do not have a high level of credibility.
E. Magazines have poor reproduction quality of images.
Under the ________, it is illegal to discuss prices with a competitor.
A. Sherman Antitrust Act
B. Clayton Act
C. Robinson-Patman Act
D. Wheeler-Lea Act
E. Federal Trade Commission Act
A nominal scale is of very limited usefulness in analyzing data.
________ is the product life cycle period when sales fall off and profits drop.
A. Introduction
B. Growth
C. Maturity
D. Decline
E. Development
Which of the following is true about a purposive sampling?
A. The researcher uses his or her judgment to select people who appear to best fit the
requirements of the sample.
B. Convenience is the key determinant of who participates.
C. Respondents help identify other respondents for the sample.
D. Every member of the population is included in the sample.
E. Each member of the population has an equal chance of being included in the sample.
Broadcast media include all of the following EXCEPT which one?
A. network television
B. local television
C. cable television
D. radio
E. the Internet
GameStop sells video games and systems, offering a narrow product line with a broad
range of choices within that line. GameStop is a(n) ________.
A. department store
B. convenience store
C. specialty store
D. discount store
E. off-price retailer
Which of the following best describes a country that is actively engaged in international
trade and has robust manufacturing, service, and financial sectors ?
A. subsistence economy
B. raw materials exporting economy
C. industrializing economy
D. industrial economy
E. free-trade economy
How can a company use communication strategies to fight counterfeiting?
Explain why many marketers now use ROMI instead of more traditional marketing
evaluation tools. What are the advantages of the ROMI perspective?
Why is telemarketing considered to be one of the most intrusive forms of direct
marketing?
Compare and contrast a multinational company and a global company.
When should a company use copy testing? Why?
What do MRO products and consumer convenience products have in common? How do
they differ?
Explain how marketers are planning to use personalized URLs and landing pages.
Why might a company benefit from creating unique messaging for each of its target
markets?
Give examples of the second level of product, the actual product.
How would a unique selling proposition most likely be used to express an idea in an
advertising message?
Explain the social marketing concept and discuss two examples of its use.
Explain how search advertising is typically priced in comparison to most other forms of
Internet advertising.
Why is it important for a media planner to consider how different types of media could
work together on a media plan?
Explain how a business plan is like a road map.
Identify two applications for marketing-mix models.
Worthington Farm raises chickens. For years, it has used wooden coops for hauling its
poultry to market. The owner of the farm needs to buy some replacement coops and is
considering buying plastic coops that are slightly more expensive than wooden ones but
much easier to clean after use. This purchase of coops is an example of a ________.
A. Modified rebuy
B. New task
C. Straight rebuy
D. Solution selling situation
E. Value analysis
Explain how marketing performance is evaluated and how that evaluation should be
used.
What is the difference between an approach product and an avoidance product?
Why might a used bookstore deliberately arrange stacks of books to appear to be
disorderly?