________ is best suited for descriptive research.
A) An online discussion
B) Ethnographic research
C) Netnography research
D) A survey
E) A focus group
Kallton is a multinational communications and information technology corporation. Its
principal products are mobile telephones and tablets. It recently announced on its Web
site that customers can suggest ideas for its upcoming product model. Contributors of
short-listed ideas will be adequately rewarded. In this case, Kallton is using ________
to generate new product ideas.
A) marketing strategy development
B) crowdsourcing
C) concept development
D) business analysis
E) test marketing
Using a(n) ________ positioning strategy, companies can attack the more-for-more
strategy of another firm by offering a brand of comparable quality at a lower price.
A) more-for-the-same
B) more-for-less
C) the-same-for-less
D) less-for-much-less
E) less-for-more
Montano Boutiques promotes its brand in new international markets by providing rights
to local boutiques to use its patented designs and brand name. In this case, Montano
Boutiques’ market-entering strategy is referred to as ________.
A) licensing
B) exporting
C) joint ownership
D) contract manufacturing
E) management contracting
Which of the following is the largest form of online advertising?
A) contextual advertisements
B) display advertisements
C) digital catalogs
D) community Web sites
E) blog posts
When a market segment is large or profitable enough to serve, it is termed ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) differentiable
Which of the following best describes a marketing department with a functional
organization?
A) A company creates large teams, or even whole divisions, to serve domestic and
international markets.
B) Marketing managers are responsible for developing marketing strategies and plans
for their specific markets or customers, and the company is organized around the needs
of specific customer segments.
C) A product manager develops and implements a complete strategy and marketing
program for a specific product or brand.
D) Sales and marketing people are assigned to specific countries, regions, and districts.
E) Different marketing activities are headed by specialists such as sales managers,
advertising managers, marketing research managers, and customer service managers.
Which of the following is a difference between the marketing concept and the selling
concept?
A) The marketing concept focuses on customer needs, whereas the selling concept
focuses on existing products.
B) The marketing concept focuses on customer conquest, whereas the selling concept
focuses on targeting the right customers.
C) The marketing concept takes an inside-out perspective, whereas the selling concept
takes an outside-in perspective.
D) The marketing concept is product-centered, whereas the selling concept is
production-centered.
E) The marketing concept focuses on short-term sales, whereas the selling concept
strives to build long-term customer relationships.
In the competitive-parity method of setting an advertising budget, the budget is set
based on ________.
A) a percentage of future sales
B) the total revenues that a company makes
C) the amount spent by similar companies in the same industry
D) objectives set by the company and the cost required to accomplish them
E) a percentage of current sales
Setting prices below cost, threatening to cut off business with suppliers, and
discouraging the purchase of a competitor’s products are all examples of ________.
A) planned obsolescence
B) excessive materialism
C) predatory competition
D) acquisition
E) redlining
Which of the following is an approach where firms target a whole market based on
common consumer needs?
A) demographic segmentation
B) undifferentiated marketing
C) micromarketing
D) concentrated marketing
E) geographic segmentation
Which of the following statements about break-even analysis is most likely true?
A) It determines how customer-perceived value changes with value-added pricing.
B) It is a tool used to calculate fixed costs.
C) It is used to determine the maximum price that can be set on a product.
D) It is a tool marketers use to examine the relationship between supply and demand.
E) It fails to consider customer value and the relationship between price and demand.
Several companies, some of them operating through the Internet, offer paycheck
advances. Consumers are encouraged to take out a loan against a paycheck they expect
to receive in the near future. These short-term loans with high-interest rates, and high
penalties for late payments, are often marketed to consumers who cannot afford having
traditional bank accounts. For which of the following practices can these companies be
most easily criticized?
A) frequently selling shoddy products
B) poorly serving disadvantaged consumers
C) selling through high-pressure methods
D) placing high costs on advertising and promotion
E) using predatory pricing tactics
Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an
opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like
alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed.
Which of the following stages of the buyer decision process do Simone’s remarks
reflect?
A) information search
B) situational analysis
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
Which of the following factors would fall under the demographic environment for
marketers?
A) the growth rate of a company’s competitors
B) the prices quoted by a company’s suppliers
C) the profitability of a company’s shareholders
D) the level of technological advancement in a company’s production processes
E) the educational level of a company’s customers
Which of the following will most likely be included in the “place” component of a
company’s marketing mix?
A) packaging
B) sales promotion
C) brand name
D) inventory
E) discounts
When a product hits the ________ stage, profits level off or decline because of
increased marketing outlays to defend the product against competition.
A) production
B) decline
C) maturity
D) test marketing
E) conception
Compare display ads and search-related ads. Provide examples to illustrate your
response.