According to the text, an organization’s mission statement should emphasize its
intentions toward customers and the customer experience the organization seeks to
create.
Customer-driving companies create products and services that serve only the existing
needs of consumers.
SBUs identified as cash cows need less investment than stars.
Full-line forcing is considered an illegal arrangement that violates the Clayton Act.
Generation X is the poorest generation in U.S. history.
Ben usually buys new devices such as PDAs, DVRs, and MP3 players only after his
friends and family start owning these devices. In this case, Ben is an innovator.
The response rate in mail surveys is often very low.
When World Movers, a house mover, sells boxes and pads that must be used in moving
a household’s furniture, the company is practicing dynamic pricing.
The competitive-parity method of setting promotion budgets prevents promotion wars
between companies.
A majority of shoppers who buy products at traditional stores first check them out
online.
Marketing channel design calls for analyzing consumer needs, setting channel
objectives, identifying major channel alternatives, and evaluating those alternatives.
A small percentage improvement in price can generate a large percentage increase in
profitability.
________ is the process of evaluating the attractiveness of different market segments
and selecting one or more segments to enter.
A) Differentiation
B) Mass marketing
C) Market targeting
D) Market segmentation
E) Positioning
In response to charges of ________, marketers point out that advertising makes much of
television and radio free to users and also keeps down the cost of magazines and
newspapers.
A) minimalistic social costs
B) the creation of false wants
C) excessive materialism
D) high promotion costs
E) cultural pollution
Which of the following is an online tool designed to interact with customers to move
them closer to a direct purchase or other marketing outcome?
A) direct mail
B) infomercial
C) printed catalogue
D) branded community Web site
E) marketing Web site
Under ________, the market consists of many buyers and sellers trading over a range of
prices rather than a single market price.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) a pure monopoly
E) a pure monopsony
Pearl Sands is a resort in the town of Willington. It attracts the maximum number of
customers in the summer. In the spring, Pearl Sands sponsors shows on TV and puts up
billboards in Willington and the surrounding towns. The billboards advertise Pearl
Sands as an ideal holiday spot, whether for a weekend getaway in the summer heat or
for a family vacation. This is an example of a ________ strategy.
A) push
B) vertical integration
C) pull
D) publish-subscribe
E) direct marketing
When marketers want to promote their products and services through word-of-mouth
marketing programs, they typically begin by ________.
A) pushing one-way commercials at customers
B) identifying and targeting late adopters
C) developing print and radio advertisements
D) generating person-to-person brand conversations
E) withdrawing from online social networks
Corell Inc. has an online tool that offers a wide variety of Corell shoes for direct
purchase. The tool even allows customers to individually design their shoes. Which of
the following has Corell most likely used?
A) phishing site
B) online forum
C) Web blog
D) community Web site
E) marketing Web site
Zeal is a popular automobile brand, and its positioning statement reads as follows: “For
upscale American families who require large vehicles, Zeal is the automobile of
choice.” Which of the following mandatory elements is missing from the positioning
statement?
A) point of difference
B) target audience
C) brand name
D) product category
E) need
Which of the following is the first stage of the buyer decision process?
A) need recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
Value-based pricing is the reverse process of ________ pricing.
A) good-value
B) target costing
C) cost-based
D) value-added
E) competition-based
Weekly or monthly work plans used by management to get information about
salespeople are referred to as ________.
A) sales quotas
B) ROI plans
C) call objectives
D) sales reports
E) call plans
Parvon, a cleaning product, is in the maturity stage of the product life cycle, and Parvon
managers have decided to modify the market. Which of the following steps should
Parvon managers most likely take to achieve this goal?
A) find new market segments for the brand
B) improve the overall quality of the product
C) reduce mass media advertising expenses
D) offer improved services to new buyers
E) conduct controlled test marketing activities
Which of the following is most likely true about e-mail marketing?
A) It cannot be personalized to meet individual consumers.
B) It is a traditional form of direct marketing.
C) It is restricted to the use of personal computers.
D) It is used by marketers to send highly targeted messages.
E) It is always non-intrusive in nature due to spam filters.
Tilt Entertainment, a gaming design firm, has developed a new game called World
Below. In order to get wider distribution, Tilt participates in the Gaming Entertainment
Expo, which is attended by both sellers and consumers. Tilt sends a team of
representatives for game presentation and negotiation and a team of professional
gamers to showcase World Below at the Expo. The company also sends a team to sell
its other games to consumers at the Expo. Which promotion mix tool has Tilt used in
this scenario?
A) crowdsourcing
B) public relations
C) advertising
D) personal selling
E) crowdcasting
Directing consumers toward products and services that meet their present and future
needs is referred to as ________ marketing.
A) customer-driven
B) customer-driving
C) societal
D) production
E) product
Which of the following is most likely an example of a business promotion tool?
A) a free DVD for customers who purchase a new television at a retail store
B) a trade fair showcasing a new audio system developed by an electronics firm
C) a sweepstakes program inviting customers to enter for the chance to win a new car
D) a toaster being sold at half its list price for any buyer who purchases a food
processor
E) a display allowance for retailers who feature a manufacturer’s product in a favorable
manner
According to Sigmund Freud’s theory, a person’s buying decisions are ________.
A) easily revealed through online marketing surveys and questionnaires
B) affected by motives that the person is completely aware of
C) always driven by the need for status and independence
D) motivated by needs that are arranged in a hierarchy
E) affected by subconscious, hidden motivations
Which positioning strategy offers value for consumers by providing the same brands as
competitors at a lower price?
A) more for the same
B) more for less
C) the same for less
D) less for much less
E) more for more
According to the Boston Consulting Group approach, how can a company classify its
SBUs on a growth-share matrix?
Describe the legal aspects of exclusive arrangements such as exclusive dealing and
exclusive distribution.
What is environmental sustainability? How does it affect the marketing environment?
Provide examples to illustrate your response.
Explain the concepts of word-of-mouth influence, opinion leaders, and buzz marketing.
Briefly discuss the five principles of sustainable marketing.
How do companies use the workload approach to set sales-force size?
Explain how the decision process in the business market and consumer market differ.