Most performance reviews are conducted by outside auditing agencies to avoid bias and
internal discrepancies.
In the case of prestige goods, the demand curve sometimes slopes upward.
Information gathering refers to the act of conducting market research and doing
intelligence work.
The cost of processing a return can be significantly greater than that of an outbound
shipment.
The Robinson-Patman Act, passed by Congress in 1967, set mandatory labeling
requirements, encouraged voluntary industry packaging standards, and allowed federal
agencies to set packaging regulations in specific industries.
Marketing channels are the set of pathways a product or service follows after
production, culminating in purchase and consumption by the final end user.
Companies sometimes initiate price cuts in an attempt to dominate the market through
lower costs.
An employee who provides clerical backup for outside salespersons, runs credit checks,
follows up on deliveries, and answers customers’ business-related questions is called a
sales assistant.
The final step in the business unit strategic-planning process is strategy formulation.
In Maslow’s Hierarchy of Needs, a sense of belonging and love are examples of social
needs.
A clear, thoughtful mission statement provides employees with a shared sense of
purpose, direction, and ________.
A) profitability
B) target market feasibility
C) opportunity
D) continuous improvement
E) quality products
Which of the following is NOT true about the two-step process by which mass
communications affect personal attitudes?
A) The influence of mass media is mediated by opinion leaders, people whose opinions
others seek or who carry their opinions to others.
B) The influence of mass media on public opinion is not as direct, powerful, and
automatic as marketers have supposed.
C) The two-step flow supports the notion that consumption styles are primarily
influenced by a trickle-up or trickle-down effect from mass media.
D) People interact primarily within their own social groups and acquire ideas from
opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages
specifically to opinion leaders and let them carry the message to others.
Microsoft sold more than 60 million licenses and upgrades of Windows 8 in the first 10
weeks after its October 26, 2012, global launch. Marketing spanned 42 countries with
TV, print, and banner ads, outdoor posters, and branded entertainment. They used a
________ approach for the launch.
A) shotgun
B) continuous
C) born global
D) sprinkler
E) waterfall
Brands that meet consumers’ initial buying criteria are called the ________ set.
A) total
B) awareness
C) consideration
D) choice
E) decision
Marriott Corporation now contains hotels and motels from the “budget” end of the
consumer spectrum to the “premium” end with their JD Marriott flagship locations.
This is an example of a firm that successfully performed a(n) ________ to reach more
consumers and ventures that are more profitable.
A) upstream integration
B) two-way stretch
C) up-market stretch
D) down-market stretch
E) downstream integration
Some customers inevitably become inactive or drop out. The challenge for marketers is
to reactivate them through ________ strategies.
A) win-back
B) retention
C) defection
D) sell-out
E) recuperation
Which of the following channel alternatives is most suited to handle complex products
and transactions?
A) sales forces
B) the Internet
C) dealers
D) telemarketers
E) direct mails
Electrobar, a European manufacturer of industrial kitchenware, sells to industrial
canteens, restaurants, hotels, and so forth. The company provides a one-year warranty
on all products and also allows customers to pay in installments ‘” they pay 50 percent
on delivery and the rest as equal installments. This refers to which element in the
“trade-relations mix”?
A) price policy
B) conditions of sale
C) distributors’ territorial rights
D) exclusive dealings
E) mutual services and responsibilities
Perdue’s cogent reason why a target market should buy its chicken is “More tender
golden chicken at a moderate premium price,” also known as its ________.
A) customer-focused value proposition
B) competitive frame of reference
C) points-of-parity
D) straddle positioning
E) perceptual map
An administered VMS coordinates successive stages of production and distribution
through ________.
A) an automated central control unit
B) single ownership
C) the combined efforts of all its members
D) the establishment of contractual obligations
E) the size and power of one of the members
A supplier signs an agreement with a customer that states that $350,000 in savings will
be earned by the customer over the next 18 months in exchange for a tenfold increase in
the customer’s share of supplies ordered by the customer. If the supplier achieves less
than this promised savings, it will make up the difference. If the supplier achieves
substantially more than promised, it participates in the extra savings. This is an example
of ________.
A) solution selling
B) price fixing
C) demand shifting
D) systems buying
E) risk and gain sharing
When ConAgra foods decided to cut $250 million in costs to return to a $1 price point
(after sales dropped as a result of raising prices $0.25 to cover higher commodity costs),
it was using ________.
A) target costing
B) experience-curve pricing
C) ceiling pricing
D) the learning curve
E) promotional price elasticities
Which of the following is an example of a brick-and-click company?
A) IFB Industries, a company that sells products using various channels such as
Internet, retailers, direct outlets, and franchisees.
B) Opera, a Web browser and Internet suite developed by Opera Software, performs
common tasks such as displaying Web sites and sending and receiving e-mail messages.
C) Atrutron, a company that offers its customers access to the Internet using data
transmission technology.
D) eBay Inc., an American company, facilitates online auctions and shopping to people
and businesses across the globe to buy and sell a broad variety of goods and services.
E) Yahoo! Inc., an American corporation, provides services via the Internet such as
directories, e-mail, news, advertising, online mapping, and so on.
Which of the following is true for distributor brands?
A) They sell at higher volumes than national brands and are also known as generics.
B) They are usually sold at higher prices than national brands because production costs
are higher.
C) They are always of better quality than national brands as production is strictly
monitored.
D) Distributor brands can be sold at lower prices yet generate a higher profit margin
because of their lower cost structure.
E) Advertising and sales promotion costs for distributor brands are much higher than
those for national brands.
________ channel conflict occurs between channel members at the same level.
A) Horizontal
B) Vertical
C) Multichannel
D) Administrative
E) Contractual
The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs
through New Zealand and the percentage of its alcohol content. From a marketing
management perspective, which of the brand equity drivers is most applicable in the
given scenario?
A) the associations indirectly transferred to the brand by linking it to a place or thing
B) the product and all accompanying marketing activities and supporting marketing
programs
C) the initial choices for the brand elements or identities making up the brand
D) the profitability associated with brand development
E) the service and all accompanying marketing activities and programs
Apex Corporation is one of the best in its industry in terms of costs and performance.
Many companies in its industry will probably consider Apex as a ________.
A) pioneer
B) benchmark
C) target for acquisition
D) future supplier
E) sounding board for ideas
Industrial-goods classifications based on terms of how the products enter the production
process and their relative costs include such segments as materials and parts and capital
items. Window cleaning services, consumable office supplies, personal computers,
desks, paint, nails, and buckets are included in the classifications of industrial goods.
List the other “classifications” including subclassifications for industrial goods.
Characterize psychographic segmentation.
Debbie’s is a specialty bakery that sees a huge volume of orders during the holiday
season. The owner knows that orders triple during the three-month period and the
current staff cannot handle the volume. What supply strategy can Debbie’s use to handle
the demand?
Caribou Coffee Company Inc. operates coffeehouses primarily in the United States. The
company wants to launch a new brand of specialty coffee and it has created a few
hypothetical combinations. The company wants to select two of the combinations after
obtaining a ranking by customers based on their preference. What concept testing
method is suited here?
Explain the concept of mass marketing.
Identify three key success factors in developing and implementing a social marketing
program.
Explain how marketers are using the Web for international business.
Identify ways in which shopping behaviors differ between men and women.
As a brand manager of a firm that manufactures denim jeans, how will you implement a
preemptive defense marketing strategy to meet an anticipated competitive challenge?
Integron Inc., a company that manufactures office furniture, has recently observed a dip
in its profitability. Salespeople visit an average prospect at least six times before closing
a deal. What suggestion can you give the company to reduce this expense of direct
marketing and increase its profitability?