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Government agencies design ________ to encourage energy conservation and
discourage smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
Which of the following exemplifies a pure competitive market?
A) a market where many buyers and sellers trade over a range of prices rather than a
single market price
B) a market where a single firm controls the larger fraction of the market share
C) a market where a few powerful firms control the larger fraction of the market share
D) a market characterized by only a few large sellers
E) a market where many buyers and sellers trade in a uniform commodity
Which term best describes sites such as the New York Times on the Web and
ESPN.com?
A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer
Refer to the scenario below to answer the following question.
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus
had been on office cleaning for large corporations. But in recent months, Jason has seen
a decline in demand for his office cleaning services. Surprisingly, the competitive
environment appeared relatively stable with no new competitors. However, Jason knew
that office cleaning was a high-frequency service that is usually performed daily;
therefore, competitors must have been doing something to attract his customers.
Building a competitive advantage seemed to be the only option to offset competition.
But as Jason pondered over his dilemma, he realized that prior to building his
competitive advantage he needed to better understand how customers assessed service
quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors,
primarily through pamphlets and Web sites, as well as through a few phone calls in
order to find out exactly what the competitors offered in their cleaning packages. In
addition, Jason obtained from the Chamber of Commerce an updated list of local
corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
In this scenario, which of the following is representative of competitive marketing
intelligence?
A) formulating a research plan
B) collecting data about competitors
C) sending mail questionnaires to focus groups
D) creating competitive advantage
E) consolidating core competencies
Which of the following is the lowest level on which marketers can position their brands
in target customers' minds?
A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity
The owners of a manufacturing firm in Ohio have developed a core network of
suppliers to ensure an uninterrupted supply of products. This is an example of
________.
A) capability management
B) a supply bottleneck
C) asset management
D) backsourcing
E) supplier development
One common form of Internet fraud is phishing, a type of identity theft that uses
deceptive e-mails and fraudulent online sites to fool users into divulging personal data.
A company can become so ________ centered that it loses its even more important
focus on maintaining profitable ________ relationships.
A) customer; competitor
B) competitor; customer
C) market; customer
D) market; competitor
E) competitor; product
Which type of retailer usually carries more specialty goods at high prices and is more
likely to provide customers with assistance in every phase of the shopping process?
A) self-service retailer
B) limited-service retailer
C) full-service retailer
D) independent retailer
E) off-price retailer
Your state's department of education has budgeted a significant amount of money for a
radio, print, television, and online advertising campaign emphasizing the long-term
benefits, both educationally and professionally, of reading every day. This is an
example of a(n) ________ campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
Dale's Drugstore sells cough medicine that is sour and ineffective. This is an example of
a ________ product.
A) societal
B) pleasing
C) salutary
D) deficient
E) desirable
When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that
includes many college students, as an untapped group of potential customers for their
new line of products, they were engaging in ________.
A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning
Dips in the economy and the instant price comparisons made possible by the Internet
have contributed to ________.
A) decreased consumer price sensitivity
B) increased consumer price sensitivity
C) a less direct relationship between supply and demand
D) low brand equity for luxury goods
E) decreased brand loyalty
Think Ink is a growing company that sells a variety of inks for home and business
printers. Management at Think Ink has decided to open a sales branch overseas to
handle sales and distribution abroad. Think Ink is engaging in ________.
A) indirect exporting
B) direct exporting
C) licensing
D) joint ownership
E) management contracting
Due to dropping sales, a company that manufactures soaps begins to sell them to
restaurants and hotels to extend their product's life. The soap manufacturer is in the
________ stage of PLC.
A) introduction
B) growth
C) maturity
D) decline
E) development
Marketers publicize inbound toll-free numbers to consumers in television and print ads,
direct mail, and catalogs. The benefit to sellers is that it presents an opportunity for
consumers to order products and for the seller to build the relationship. A benefit to
consumers is ________.
A) increased convenience
B) increased telemarketing calls
C) decreased telemarketing calls
D) 24/7 availability of support
E) a discounted price on the product
Refer to the scenario below to answer the following question.
Selman & Saks, a maker of men's and women's razors and electric hair trimmers, had
little reason to become involved in the global arena. But after acquiring Wellman
Enterprises, whose largest division engages in a licensing agreement with a German
firm to produce women's hosiery, managers at Selman & Saks wondered whether a
company-wide global focus would be more profitable after all.
Managers at Selman & Saks studied Wellman's licensing agreement in great detail.
Even after seeing the benefits Wellman achieved with the licensing agreement,
managers decided that Selman & Saks would target the French market merely via
exporting.
With the assistance of a domestic export department, Selman & Saks razors and hair
trimmers entered France. For six months, sales were mediocre. But after that, sales
suffered. Opinions varied among numerous managers as to the cause of the failure.
"Who knows the local market better than people who live there?" was a comment heard
throughout Selman & Saks. "Maybe we needed an alliance with a French firm, or a
licensing agreement, before racing to get there."
What did Selman & Saks hope to gain by entering the French market?
A) access to new consumer markets
B) access to less expensive labor
C) access to less expensive materials
D) access to foreign investment incentives
E) the ability to offset domestic economic cycles
________ includes all activities involved in selling goods and services to those buying
for resale or business use.
A) Wholesaling
B) Retailing
C) Franchising
D) Discounting
E) Showrooming
Which of the following is most likely an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons
Jason has been recently hired as a salesperson by Matrix Inc., a company selling
consumer durables. He is currently working on his first sales assignment. After
identifying a good prospect, Jason is now learning everything about his prospect via
online sources and common acquaintances. Which of the following stages of the selling
process is Jason in?
A) follow-up
B) handling objections
C) preapproach
D) presentation
E) prospecting
One of the message structure issues that a marketer must handle is whether to
________.
A) draw a conclusion or not
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing
Which of the following is the adoption process stage at which the consumer considers
whether trying the new product makes sense?
A) awareness
B) interest
C) evaluation
D) adoption
E) trial
A ________ documents an organization's purpose'”what it wants to accomplish in the
larger environment.
A) vision statement
B) mission statement
C) business portfolio
D) value proposition
E) product strategy
