Anupam’s company manufactures industrial ladders. He is concerned that consumers
who do not understand ladder safety will purchase these extra-tall ladders and injure
themselves. During which phase of the strategic marketing planning process should this
issue be addressed?
A. control
B. planning
C. implementation
D. design
E. ethics
Answer:
One advantage of a retail store that is not shared with an Internet channel is
A. providing meaningful product information.
B. offering a greater selection of products.
C. accepting cash payments.
D. collecting information about how consumers shop.
E. price matching competitors.
Answer:
A major limitation in the use of internal R&D departments for new idea generation is
A. the natural conflict R&D has with adhering to the firm’s mission.
B. that R&D departments tend to be dissolved once sufficient ideas have been
generated.
C. that the bureaucracy associated with R&D departments limits the generation of
ideas.
D. that R&D scientists develop ideas that are impractical to produce.
E. the costs associated with an internal R&D department tend to be quite high.
Answer:
B2B partners often connect to each other on the Internet through special __________
designed to facilitate information exchanges and transactions.
A. search engines
B. web masters
C. web portals
D. web routes
E. gatekeepers
Answer:
A major advantage of primary data collection is
A. it can be easily accessed through syndicated databases.
B. it can be tailored to meet the specific research needs.
C. it takes less time to collect than secondary data.
D. it is general enough to meet many different researchers’ needs.
E. it is less expensive to collect than secondary data.
Answer:
In the communication process, the __________ is the person who reads, hears, or sees
and processes the message being communicated.
A. medium
B. sender
C. transmitter
D. communication channel
E. receiver
Answer:
Often, advertisers will employ a variety of media to deliver their message. When using
different media, advertisers need to deliver
A. value-based posttesting.
B. niche media emotional appeals to the mass market.
C. a consistent and compelling message.
D. selective, continuous pulsing.
E. mild puffery.
Answer:
To avoid having ethical situations become problematic for a firm, the short-term goals
of each employee must
A. be aligned with the long-term goals of the firm.
B. be overridden by the overall goals of the firm.
C. become secondary to the needs of the remaining stakeholders.
D. be reviewed on an annual basis.
E. change on a regular basis.
Answer:
Which ethnic group in the United States tends to earn more, have more schooling, and
be more likely to be professionally employed or own a business?
A. Northern European
B. Middle Eastern
C. Hispanic
D. Asian
E. African American
Answer:
Adrienne decides to add new sales representatives and increase advertising to increase
sales in her existing market for her current line of security systems. Adrienne is
pursuing a __________ growth strategy.
A. segment development
B. market development
C. market penetration
D. diversification
E. product development
Answer:
All of the following are primary needs that apps meet except
A. the need to find “me time.”
B. the need to socialize.
C. the need to shop.
D. the need to share.
E. the need to discover.
Answer:
The evolution of marketing progressed along the following continuum:
A. sales, marketing, value-based marketing, production.
B. marketing, value-based marketing, production, sales.
C. value-based marketing, production, sales, marketing.
D. production, sales, marketing, value-based marketing.
E. sales, value-based marketing, marketing, production.
Answer:
If a manufacturer wasn’t happy with either intensive or exclusive distribution, a logical
choice, which incorporates some features from both, would be __________ distribution.
A. moderate
B. compromise
C. luxury
D. evolutionary
E. selective
Answer:
Provide an example of a firm delivering the right message to the right audience through
the right media.
Answer:
When Ron complained to his bank about the unprofessional behavior of one teller, the
branch manager added a code into his accounts alerting all tellers that Ron was a valued
customer and to provide whatever service he requests. The branch management
included Ron in its __________ segmentation.
A. benefit
B. geodemographic
C. psychographic
D. loyalty
E. geographic
Answer:
If you send an e-mail and include a link, you can track how many people took the
desired action of clicking on the link. This is known as
A. the click-through rate.
B. impressions.
C. frequency.
D. gross rating points.
E. reach.
Answer:
The process through which organizations invite alternative vendors or suppliers to bid
on supplying their required components or specifications is formally referred to as
A. specification review.
B. contract development.
C. a bidding initiative.
D. request for proposals.
E. invitation to review.
Answer:
Before Segway manufactured its two-wheeled people movers, it built a prototype and
had staff engineers test it for performance and stability. At this stage, Segway was
involved in
A. alpha testing.
B. product launch.
C. test marketing.
D. beta testing.
E. concept testing.
Answer:
During a SWOT analysis, a company should assess the opportunities and uncertainties
of the marketplace due to changes in several factors, given the acronym CDSTEP.
Which of the following is not one of these factors?
A. ethical
B. cultural
C. political
D. technological
E. demographic
Answer:
Charging a relatively high price for new and innovative products to those consumers
most willing and able to pay the high price is called price
A. penetration.
B. bundling.
C. fixing.
D. referencing.
E. skimming.
Answer:
In what country have regulators demanded that Facebook stop collecting biometric data
on its users?
A. the United States
B. Russia
C. China
D. Germany
E. Mexico
Answer:
Gloria is opening an upscale women’s clothing store in a growing suburban residential
area. Gloria knows her target market is upper-income women living within 20 miles of
her store. She can’t afford to purchase a PRIZM or Tapestry analysis, so she will most
likely use __________ as a basis for targeting her market.
A. voter registration lists
B. the city phone book
C. real estate values by subdivision
D. public school enrollment data
E. new construction data
Answer:
In delivering value, marketing firms attempt to find the most desirable balance between
A. the need for value and the perception of value.
B. explicit versus implicit value.
C. the need to provide benefits to customers and keep down costs.
D. the desire to satisfy customers and the desire to satisfy employees.
E. the need for product improvement and the need for advertising.
Answer:
Which advertising medium relies on a mix of visual and auditory techniques?
A. radio
B. magazines
C. newspapers
D. television
E. direct marketing
Answer:
The _____________ loop allows the receiver to communicate with the sender in the
IMC process.
A. decoding
B. pretesting
C. precoding
D. encoding
E. feedback
Answer:
J. D. Power and Associates, the National Purchase Diary Panel, and Nielsen are
examples of companies that provide
A. internal secondary data.
B. primary data.
C. online survey software.
D. website analytics.
E. syndicated data.
Answer:
Panel data are always secondary data.
Answer:
Donald is analyzing and interpreting data. In the process, he is converting data into
information.
Answer:
A marketing research project often begins with a review of the relevant ________ data.
A. primary
B. secondary
C. quantitative
D. unfocused
E. structured
Answer:
Medical services, assisted living care, and active senior travel are all examples of
A. services shifted abroad because costs are lower in developing countries.
B. services an aging population will increase the demand for.
C. household maintenance activities that people increasingly pay others to perform.
D. the price elasticity effect on services demand.
E. the ability of empowerment to create tangible service products.
Answer:
LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by
companies for celebrity endorsements. If endorsements by these athletes create a clear
understanding among consumers of the companies’ products in comparison to
competing products, they can help with the firm’s __________ strategy.
A. product excellence
B. targeting
C. positioning
D. segmentation
E. customer excellence
Answer:
Compare and contrast mobile marketing with online marketing.
Answer:
What are some of the problems with using secondary data?
Answer:
Walt Disney Company recently announced it would no longer allow its characters to be
used in promoting unhealthy foods. In branding strategy, what does this change? From
both ethical and marketing perspectives, does this change make sense?
Answer:
What are the four mental stages in the AIDA model?
Answer:
You are a marketer working for a firm that manufactures a wide range of products.
Many of your traditional retail outlets are cutting back on the number of products they
stock in a store, and you are receiving complaints from customers who cannot find their
favorite products. Your firm has developed an efficient operation that makes it possible
to continue to expand the number of items you can offer customers. Which channel
should be your focus, and why?
Answer:
What is the fundamental purpose of marketing?
Answer:
How can services marketers use customer complaints to better understand customer
expectations?
Answer:
International marketers new to the United States often struggle to define American
culture. What would these international marketers need to study in order to define the
term and what would they be likely to learn?
Answer:
Identify two methods used in segmenting markets and give an example of a situation
where each might be used.
Answer:
Marketing researchers should assess the costs and benefits of conducting research as
they define objectives and research needs. What are key benefits and costs?
Answer:
The text states that “geodemographic segmentation can be particularly useful for
retailers.” Use a local retailer to describe how geodemographic segmentation could be
useful.
Answer:
Identify and give an example of each of the four B2B markets.
Answer:
What are the five major trade agreements that cover two-thirds of the world’s
international trade?
Answer:
How might Dell Computer use sentiment mining to identify ways to improve its
customer service?
Answer:
Why do many American firms begin their global expansion efforts by exporting?
Answer:
The text lists a number of major syndicated data services including Nielsen and IRI.
Obviously, these firms provide value to marketers or they would go out of business.
What advantages do syndicated data services provide relative to marketers conducting
primary research to address their research needs? What are the disadvantages associated
with using syndicated data services?
Answer:
List the steps in the segmentation, targeting, and positioning process.
Answer:
What are the four Ps of marketing? Give an example of each.
Answer:
Briefly describe how CSR affects the various stakeholder categories.
Answer:
What is the difference between data and information?
Answer: