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Symmonds Inc., a company manufacturing breakfast cereals, has extended its special
Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and
sandwich spreads, butter, and doughnuts. This is an example of ________.
A) line extension
B) brand extension
C) licensing
D) co-branding
E) cannibalization
Some fast-food restaurants offer tasty and convenient food at affordable prices, but in
doing so they contribute to a national obesity epidemic and environmental problems.
These fast-food restaurants overlook the ________ philosophy.
A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept
Who among the following does NOT participate in the purchase decision process of a
buying organization?
A) individuals who use the product or service
B) individuals who influence the buying decision
C) individuals who make the buying decision
D) individuals who supply raw materials
E) individuals who control the flow of information to others
The major product line decision involve(s) ________, the number of items in the
product line.
A) product features
B) product line depth
C) product line conformance
D) product line length
E) product packaging
Under the ________, a company's marketing should support the best long-run
performance of the marketing system.
A) corporate social responsibility concept
B) direct marketing concept
C) sustainable marketing concept
D) free enterprise system concept
E) strategic planning concept
What is included in the first part of a marketing strategy statement?
A) distribution strategy
B) product longevity
C) long-run sales goals
D) promotional mixes
E) target market description
A style is best defined as a ________.
A) currently popular trend in retail goods
B) popular consumer taste at a given time
C) temporary period of unusually high sales
D) short-term component of the marketing mix
E) basic and distinctive mode of expression
In a company, the job of a chief privacy officer (CPO) is to ________.
A) ensure timely product deliveries
B) detect patent infringements and copyright violations
C) safeguard the privacy of a firm's customers
D) engage in niche marketing
E) safeguard the privacy of senior executives
If the consumer's drive is strong and a satisfying product is near at hand, the consumer
is likely to buy it then. If not, the consumer may store the need in memory or undertake
________.
A) consumer ethnocentrism
B) buyer's remorse
C) a need recognition
D) an information search
E) cognitive dissonance
SkyWalk Aeronautics Limited received orders for 25 cargo air carriers from Zephyr
Cargo Limited through its Web site in 2012. This is an example of ________.
A) e-procurement
B) insourcing
C) crowdsourcing
D) blanket contract
E) customer relations management
Whereas the mass marketer achieves ________, the nicher achieves ________.
A) low margins; low volume
B) low volume; high margins
C) high volume; high margins
D) high volume; low margins
E) high margins; high volume
While advertising campaigns can help create name recognition, brand knowledge, and
perhaps even some brand preference, brands are not maintained by advertising but by
________.
A) brand differentiation
B) line extensions
C) brand experiences
D) brand sponsorships
E) brand awareness
The information sources that are the most effective at influencing a consumer's
purchase decision are ________. These sources legitimize or evaluate products for the
buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal
A consumer organization in Ohio has challenged the marketing decision of a local firm
alleging it to be against the larger social interest. In this instance, the firm is challenged
by a ________ public.
A) internal
B) general
C) government
D) citizen-action
E) media
Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes
in its ad campaigns to help sell its products. This is an example of ________ marketing.
A) person
B) place
C) social
D) organization
E) internal
Which of the following is most likely true about a straight rebuy?
A) Suppliers are not required to focus on quality of products or services delivered.
B) A straight rebuy is far more complex than a new-task situation.
C) A straight rebuy is handled on a routine basis by the purchase department.
D) A straight rebuy occurs only when a buyer wants to pinpoint and procure the best
deal in the market.
E) A straight rebuy involves more opportunities for "out" buyers than do other types of
purchasing situations.
The long-run average cost (LRAC) curve indicates the ________.
A) per unit cost of output in the long run
B) projected total production costs of competitors
C) variable costs incurred by a firm over time
D) fixed costs incurred by a firm over the long term
E) number of units the market will buy in a given time period, at different prices that
might be charged
Which of the following is a major type of vertical marketing system (VMS)?
A) corporate
B) conventional
C) multilevel
D) intrinsic
E) extrinsic
