Children exert little influence on family buying decisions.
A community shopping center contains between 15 and 50 retail stores.
Only citizens are part of the consumerism movement.
Personality is a person’s pattern of living as expressed in his or her psychographics.
In addition to its customary services, On the Spot, a moving company, also sells the
boxes and padding that are used when moving household furniture. This is an example
of customer-segmented pricing.
Open-ended questions are especially useful in exploratory research.
For customers, the benefits of direct marketing are being able to shop online anytime
and anywhere.
On the BCG matrix, “question marks” are high-growth, high-share businesses or
products.
Direct marketing seldom occurs on a one-to-one, interactive basis.
The workload approach is used to determine the type of sales force structure required
by a company.
Launching a fighter brand is an effective way to deal with a situation in which the
market segment being lost is price sensitive and will not respond to arguments of higher
quality.
Most major companies have now appointed a chief privacy officer (CPO), whose job is
to safeguard the privacy of the companies in the international business environment.
A company’s marketing environment excludes the forces outside the marketing
department that affect marketing management’s ability to build and maintain successful
relationships with target customers.
Sunset Lawn Service puts most of its resources into value-building marketing
investments. The management at Sunset is practicing customer-value marketing.
The buying center is a fixed and formally identified unit within the buying organization.
Sales of products decline because of technological advances, shifts in consumer tastes,
and increased competition.
Which of the following is most likely to be the consequence of increased growth of
global trade?
A) Home markets become richer in opportunities.
B) Foreign firms expand aggressively into new international markets.
C) Global competition is curbed.
D) Industries become safe from foreign competition.
E) Domestic companies increase their chances to dominate their home markets.
Which of the following is most likely true with regard to people’s views of
organizations in contemporary America?
A) In the American workplace, there has been an overall increase in organizational
loyalty.
B) Most Americans are confident in their employers and are unlikely to switch jobs as
frequently as in the past.
C) The past two decades have seen a sharp decrease in confidence in and loyalty toward
America’s business organizations.
D) Most U.S. workers view work as a source of personal satisfaction and organizational
pride.
E) In the last decade, corporate scandals and layoffs had little impact on people’s
confidence in U.S. firms.
Service companies can differentiate their service delivery by ________.
A) using symbols and logos
B) instituting a hierarchical organizational structure
C) offering innovative product features
D) de-emphasizing branding
E) having more able and reliable customer-contact people
In the new product development process, the first idea-reducing stage is ________.
A) business analysis
B) idea generation
C) concept development
D) crowdsourcing
E) idea screening
________ refers to the amount of money charged for a product or service.
A) Value
B) Cost
C) Price
D) Wage
E) Salary
In a bid to attract more customers in a market that has several competitors, Barrymore’s
Bakery slashed the prices of all its products by 50 percent. Managers at the firm
reasoned that lower prices would draw in even more customers, making up for the
reduction in price several times over. Which of the following pricing strategies are they
using?
A) market-skimming pricing
B) market-penetration pricing
C) captive-product pricing
D) cash discount pricing
E) by-product pricing
Which of the following is the first step of business portfolio planning?
A) shaping the future portfolio by developing strategies for growth and downsizing
B) determining which businesses should receive more, less, or no investment
C) identifying internal strengths and weaknesses
D) identifying future opportunities
E) determining short-term goals
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) oligopolistic competition
B) social costs
C) predatory competition
D) acquisitions
E) cultural pollution
________ involves thinking ahead in the design stage to create products that are easier
to reuse, recycle, or recover.
A) DSS
B) DFE
C) Sustainability vision
D) New clean technology
E) Pollution prevention
TRUSTe, a nonprofit self-regulatory organization, works with other companies to audit
online privacy and security measures. It lends its TRUSTe privacy seal to all the
following communication channels that meet its privacy and security standards
EXCEPT ________.
A) mobile apps
B) e-mail marketing
C) telemarketing
D) Web sites
E) social media
Which of the following is the fastest growing form of direct marketing?
A) ambush marketing
B) digital marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing
A good brand name should most likely be ________.
A) trendy
B) complex
C) long
D) conventional
E) distinctive
Nike inadvertently offended Chinese officials when it ran an ad featuring LeBron James
crushing a number of revered Chinese figures in a kung fu-themed television ad. As a
result, Nike has to release a formal apology. This is an example of the impact of
________ on marketing strategy.
A) culture
B) political stability
C) level of industrialization
D) income distribution
E) monetary regulations
Market leaders can expand the market by ________ and more usage of the product.
A) identifying competitors
B) initiating monopolistic practices
C) developing new users
D) ensuring users adhere to higher standards
E) initiating new rules for product users
To the extent that a company can differentiate and position itself as providing superior
customer value, it gains ________.
A) competitive advantage
B) complementary assets
C) service life
D) core competencies
E) contingent liability
Which of the following is true of the exclusive distribution strategy?
A) It makes products available to everybody, everywhere.
B) It is used primarily for convenience items.
C) It helps promote a brand’s luxury image.
D) It gives producers no control over their products.
E) It enlists all of the intermediaries willing to carry a company’s products.
According to the “Privacy Promise to American Consumers” program, DMA members
need to comply with which of the following consumer privacy rules?
A) agree to notify customers when any personal information is rented, sold, or
exchanged with others
B) offer to register all customers in the National Do Not Call Registry
C) make sure that consumers are adhering to the Children’s Online Privacy Protection
Act
D) educate consumers on the Can Spam legislation
E) include the advertising option icon to let consumers know why they are being
targeted
Refer to the scenario below to answer the following question.
Alden Manufacturing produces small kitchen appliances’”blenders, hand mixers, and
electric skillets’”under the brand name First Generation. Alden attempts to target
newlyweds and first-time home buyers with this brand.
Considering that most young households have limited financial resources, Alden
attempts to engage in target costing. “In doing this,” says Milt Alden, the co-founder of
Alden Electronics, “we have better control over keeping price right in line with
customers.”
Alden manufactures a three-speed blender, its top seller, along with a five-speed
blender. The hand mixers are manufactured in two variants’”a small handheld mixer
with two rotating beaters and another that comes with an optional stand and an attached
mixing bowl. Alden’s temperature-controlled skillets are manufactured in a single style
with three color options.
“Our product offerings are narrower,” Milt Alden added, “but our line workers know
each product like the back of their hands. This allows us to produce superior products
while holding our prices low.
Milt Alden uses which of the following strategies for pricing his products?
A) basing company price on competitors’ prices
B) using everyday low pricing
C) initiating an aggressive promotional campaign
D) starting with customer-value considerations
E) focusing on overall fixed costs of manufacturing
Green Gardens is a click-and-mortar company that sells gardening and landscaping
goods and equipment. When customers are unable to find a product they need on the
shelves of their local Green Gardens store, customers order the product online with the
help of the in-store ordering machine. Which of the following best describes the
ordering machine?
A) kiosk
B) digital catalog
C) podcast
D) tablet
E) online networks
________ are complex behavioral systems in which people and companies interact to
accomplish individual, company, and channel goals.
A) Customer relationship management systems
B) Distribution channels
C) Partner relationship systems
D) Consumer bases
E) Buying centers
Which of the following plays the most important role in government buying?
A) price
B) product differentiation
C) advertising
D) personal selling
E) customer relationship management
Which of the following should be a manufacturer’s first step when designing an
effective marketing channel?
A) set channel objectives
B) analyze consumer needs
C) identify channel alternatives
D) evaluate channel alternatives
E) establish strategic alliances
What type of research would be the most useful to determine if a 20-percent decrease in
price for a high-end sedan would result in an increase in purchases sufficient to offset
the reduced price? Why?
Why do marketers value opinion leaders?
Marketing managers need a deep understanding of a given competitor’s mentality if
they want to anticipate how the competitor will act or react. Discuss the different ways
competitors act or react. Why do they do so? Use examples to support your thoughts.
Marketers can prolong the lives of many products in the maturity or decline stages of
the PLC, sometimes even moving these products back into the growth stage. How is
this undertaken?
Distinguish between market segmentation and market targeting.
What is the purpose of benchmarking?