International Products, a Burlington, New Jersey, firm that sells industrial cleansers and
lubricants, wanted to sell its product to factories, hospitals, and labs in China, but it did
not have the necessary expertise. As a result, International Products hired Asia
Marketing & Management to sell, stock, and deliver a full assortment of products to the
Chinese market. Asia Marketing & Management is an example of a(n) __________.
A. agent
B. wholesaler
C. global agent
D. retailer
E. industrial distributor
Answer:
Warranties, money-back guarantees, extensive usage instructions, demonstrations, and
free samples are all ways in which companies attempt to overcome barriers to product
adoption during the __________ stage of a product’s life cycle.
A. accelerated development
B. maturity
C. growth
D. introduction
E. decline
Answer:
The political and regulatory climate for marketing in a country or region of the world
means not only identifying the current environment but also determining how
A. it conducts its macrofinancing.
B. its citizens budget their money.
C. long a favorable or unfavorable climate will last.
D. the country’s stocks are performing on the stock exchange.
E. its population ranks in size compared to other countries.
Answer:
While Maytag appliances have the leading brand name, its sales are third in the
industry. One of the things the company has done to spur sales is to create a website
where potential customers can find the answers to the questions they ask during the
appliance purchase process. Although Maytag considered using a __________ strategy
by directing customers to Maytag appliance stores it owns, the firm decided against it
and simply provides the names and addresses of all the retailers (Sears, Home Depot,
etc.) that carry Maytag appliances.
A. horizontal channel strategy
B. strategic channel alliance
C. dual distribution
D. cross-docking
E. disintermediation
Answer:
Managers often use the promotion-to-sales ratio on their marketing dashboards to assess
how effective the integrated marketing communications program expenditures were at
generating __________.
A. sales
B. customer satisfaction
C. profits
D. promotional sustainability
E. CPM
Answer:
Websites designed to advertise a company’s products and provide information on how
items can be used and where they can be purchased is referred to as __________
websites.
A. choiceboard
B. conventional
C. transactional
D. promotional
E. intermediary
Answer:
The environmental challenges of packaging and labeling are often global in nature.
These include all of the following EXCEPT:
A. the shortage of viable landfill sites
B. growth of solid waste
C. the composition of packaging materials
D. defective products
E. recycling
Answer:
When strolling through the grocery store, a toddler tells her mother, “Yuck, I don’t like
peas.” Her mother puts down the peas and chooses green beans instead. The role of the
little girl in this purchase was that of __________.
A. information gatherer
B. influencer
C. purchaser
D. decision maker
E. user
Answer:
Figure 2-5
Consider Figure 2-5 above. A family owns a gelato business in a small town square next
to a park, a favorite place for parents and children to stop on their way home from work
or school. However, the business owner is barely making ends meet. He purchases a
refrigerated cart and takes gelato to the local baseball and softball fields where he sells
it to the teams and their fans. Sales of gelato soar and profits begin to rise. This is an
example of a __________ strategy that would be found in quadrant __________.
A. market penetration; A
B. product development; B
C. product penetration; B
D. market expansion; C
E. market development; C
Answer:
Any paid form of nonpersonal communication about an organization, product, service,
or idea by an identified sponsor is referred to as __________.
A. publicity
B. sales promotion
C. advertising
D. personal selling
E. direct marketing
Answer:
Starbucks is using its purchasing power to continue its quest to reduce its energy usage.
Recently, the company announced plans to replace all of the traditional incandescent
and halogen bulbs in its stores worldwide with more efficient light emitting diode
(LED) bulbs – a move the company claims will enable it to cut energy consumption in
its stores by up to 7%. Starbucks would be considered a leader in
A. ISO 9000 certification.
B. sustainable procurement.
C. cause marketing.
D. ecological procurement.
E. sustainable development.
Answer:
A buy class situation affects buying center tendencies in different ways. If there are
many people involved, the problem definition is uncertain, and the buying influence
comes from technical or operating personnel, the buy class situation is most likely a
A. conditional buy.
B. straight rebuy.
C. new buy.
D. modified rebuy.
E. standard buy.
Answer:
Generally, the average length of time it takes for a product category to move from the
introduction stage to the decline stage of its product life cycle is __________.
A. 18 months
B. 5-10 years
C. 20 years
D. 30 years
E. unpredictable
Answer:
Items for which the consumer compares several alternatives on several criteria such as
price, quality, or style are referred to as __________.
A. specialty products
B. selective products
C. shopping products
D. prestige products
E. convenience products
Answer:
Firms selling consumer products or services often try to reach thousands or millions of
individuals or households. Firms selling to organizations
A. try to reach tens of millions of wholesalers, retailers, and government units.
B. are restricted to far fewer buyers.
C. hope to obtain similar numbers of business customers, or even more.
D. do not have customers, per se.
E. simultaneously purchase from organizational buyers and ultimate consumers.
Answer:
When Ann Taylor, a well-known retailer of sophisticated women’s clothing, started
losing sales to its own LOFT outlets that feature moderately priced casual clothes, Ann
Taylor was dealing with the marketing phenomenon known as __________.
A. amortization
B. guerrilla marketing
C. shrinkage
D. marketing Darwinism
E. cannibalization
Answer:
Businesses sometimes pursue a(n) __________ goal to balance the conflicting goals of
stakeholders to promote their overall welfare, even at the expense of profits.
A. customer satisfaction
B. shareholder
C. profit minimization
D. social responsibility
E. employee welfare
Answer:
Tailoring products or services to the tastes of individual customers on a high-volume
scale is referred to as
A. family branding.
B. mass customization.
C. product differentiation.
D. economies of scale marketing.
E. build-to-order.
Answer:
Suppose marketers want to use product differentiation and market segmentation
strategies. What question should they ask when considering the potential for
cannibalization with these strategies?
A. “Will our new products steal customers or sales from our older ones?”
B. “Will the products compete head-to-head with those of a competitor?”
C. “Can this action successfully draw customers away from competitors?”
D. “Are there enough similarities within the market segment to warrant such high
costs?”
E. “Will this action eliminate the need for individualized advertising and promotion?”
Answer:
Bloomingdale’s stores are part of the Macy’s __________.
A. corporate chain
B. consumer cooperative
C. contractual system
D. retail conglomerate
E. administered system
Answer:
Figure 2-10
What is the name of the tool shown in Figure 2-10 above that is the basis for the
scheduling techniques used today in marketing?
A. a market-product grid
B. a Gantt chart
C. a project schedule
D. a sales response function
E. a Plan-A-Gram
Answer:
At the functional level, the organization’s strategic direction becomes
A. much more manageable since its offerings have been finalized.
B. the most specific and most focused in terms of implementing the company’s goals.
C. broader since for less complex firms, the corporate and functional levels may merge.
D. more general to avoid the “not invented here syndrome” that could result in missed
opportunities.
E. the sole responsibility of the CEO.
Answer:
The kind of advertisements that state the position of a company on an issue, such as the
ads sponsored by the Miller Brewing Company encouraging the responsible use of
alcohol, are __________ advertisements.
A. advocacy
B. pioneering
C. competitive
D. reminder
E. political
Answer:
Products organizations buy that assist in providing other products for resale are referred
to as __________.
A. reseller goods
B. wholesale goods
C. business products
D. ancillary products
E. retail products
Answer:
One disadvantage of using the yellow pages as an advertising medium is
A. the proliferation of directories in many cities.
B. they have extensive accountability and ROI metrics.
C. the ads are perishable.
D. few households with telephones have them.
E. they have high delivery costs.
Answer:
A set of values, ideas, attitudes, and norms of behavior that is learned and shared among
the members of an organization is referred to as its __________.
A. mission statement
B. core value proposition
C. organizational culture
D. corporate philosophy
E. core benefit proposition
Answer:
An advantage of a geographical sales organization is that it
A. is more effective and provides specialized customer support.
B. minimizes travel time, expenses, and duplication of selling effort.
C. has smaller costs for sales calls.
D. reduces the number of salespersons in the salesforce.
E. requires fewer sales managers.
Answer:
Another name for pioneering advertising is __________ advertising.
A. differentiation
B. persuasive
C. prospecting
D. awareness
E. informational
Answer:
Which of the following organizational buyers purchases raw materials and parts to
reprocess into the finished goods they sell?
A. retailers
B. wholesalers
C. agents
D. manufacturers
E. ultimate consumers
Answer:
When the National Cattlemen’s Beef Association developed the “Beef, It’s What’s for
Dinner” advertising campaign, it was trying to stimulate __________ demand.
A. selective
B. generic
C. derived
D. primary
E. secondary
Answer: