The marketing-mix classifications of the 7 Ps and the 4 Cs both take ________
marketing perspectives.
A. technological
B. partnership
C. transactional
D. relational
E. traditional
Based on the sample marketing plan in your text, contingency planning is most likely to
be included in which section of a marketing plan?
A. company description, purpose, and goals
B. marketing situation
C. measurement and controls
D. forecasting
E. executive summary
A company with assets and operations in more than one country and that concentrates
on penetrating multiple countries with a minimally customized marketing mix is
referred to as a(n) ________ company.
A. international
B. outsourced
C. offshored
D. multinational
E. global
Which type of interactive media involves the placement of advertisements onto various
Web sites that link to the sponsor’s Web page?
A. classified advertising
B. banner advertising
C. search marketing
D. mobile advertising
E. gaming
In a marketing plan, the ________ section identifies the history of the business and its
core competencies.
A. executive summary
B. company description, purpose, and goals
C. forecasting
D. marketing situation
E. marketing strategy
The receiver assigns meaning to the language or graphics in an advertisement through a
process known as ________.
A. disencoding
B. feedback
C. encoding
D. decoding
E. response
Which of the following is good advice about creating research questionnaires for Mark
Hammel, research specialist at New Wave Data, to follow?
A. Be concise and clear in the wording of questions.
B. The general context of the survey does not need to be explained.
C. Ask difficult questions in the beginning to “weed out” uninterested respondents.
D. Ask leading questions to encourage specific responses.
E. Use impressive vocabulary to convey the importance of the questionnaire.
Which of the following identifies a major concern regarding Internet marketing
research?
A. the speed at which surveys can be administered
B. cost-effectiveness
C. the ability to translate results to the general population
D. the difficulty of tabulating responses
E. the speed at which responses can be gathered
Brand ________ is the power of a brand, through creation of a distinct image, to
influence customer behavior.
A. equity
B. attitude
C. valuation
D. knowledge
E. positioning
A sales forecast is most likely to be based on which of the following?
A. the company’s variable costs
B. the company’s growth rate
C. the company’s break-even point
D. the company’s marketing expenses
E. the company’s fixed costs
Marketers need to understand the ________ factors of a country from two perspectives:
the country’s overall level of industrialization and its income distribution.
A. political
B. cultural
C. economic
D. legal
E. natural
Four common examples of internal data include production schedules, stock levels,
direct-mail redemption details, and ________.
A. market activity
B. competitors’ sales levels
C. human resource status reports
D. market trends
E. competitive intelligence
Demographic segmentation is so frequently used in market segmentation because it
________.
A. creates smaller segments than other methods do
B. creates more easily reached segments than other methods do
C. does not involve stereotypes
D. involves the easiest information to obtain
E. involves the fewest attributes
Marketing researchers usually draw conclusions about large groups of consumers by
studying a small ________ that is selected to represent the population.
A. group
B. target group
C. population
D. sample
E. audience
When a government adopts ________, it enforces rules on foreign firms in order to give
local companies an advantage over global competitors.
A. trade agreements
B. balances of trade
C. trade deficits
D. trade surpluses
E. trade barriers
A company that offers tiered levels of service would be most likely to deliver the
highest level of customer service to its ________ customers.
A. most profitable
B. least profitable
C. unprofitable
D. dissatisfied
E. discounted
A ________ states what the marketing function must accomplish to support a strategic
business plan.
A. marketing audit
B. marketing strategy
C. marketing objective
D. SWOT analysis
E. ROMI analysis
Which of the following criteria is it most important that a group meet in order to be
considered a true segment?
A. be replicable over time
B. be diverse demographically
C. have similar loyalty rates
D. be a heterogeneous set
E. be underserved by competitors
An intensive distribution strategy is most suitable for which consumer product
category?
A. convenience products
B. unsought goods
C. shopping products
D. luxury products
E. materials and supplies
Which of the following is in place when a manufacturer makes use of more than one
type of channel?
A. multichannel distribution system
B. intermediation
C. third-party logistics
D. supply chain management
E. vertical marketing system
Firms that wish to use indirect exporting go through ________ who understand the
local market.
A. direct investors
B. franchisees
C. intermediaries
D. franchisors
E. contract manufacturers
Establishing a product portfolio, determining pricing, establishing distribution channels,
and creating promotions are all core ________ functions.
A) utility
B) marketing
C) management
D) production
E) customer relationship management
To make data collected from customer satisfaction surveys useful, a company should do
which of the following?
A. protect the information from data mining
B. compare the data to the company’s previous ratings
C. purchase a formal CRM system
D. determine the CLV
E. offer a reward program
Refer to the scenario below to answer the following questions. In the 1970s,
Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a
small restaurant, and a grocery store. Over the next two decades, the small town
transformed into an international tourist attraction, attracting thousands of tourists who
are intrigued with the lifestyle of Shipshewana’s largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town’s popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller’s specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop’s display room with authentic Amish décor and
eventually hired three Amish friends to sew and embroider napkins and other textiles
per customer request. In addition, two women from the Amish community sought
permission from the Millers to display home-baked pastries and jellies on Tuesdays and
Wednesdays, the town’s busiest tourist days, when Shipshewana attracts swarms of
visitors to its flea market on the south edge of town.
“Shipshewana is full of specialty shops,” Mary Miller stated. “People don’t come here to
buy things made in China or Taiwan. They want real, Amish-made goods.”
Indiana Wood is best classified as a(n) ________ retailer.
A. full-service
B. self-service
C. limited-service
D. discount
E. off-price
Refer to the scenario below to answer the following questions.
The Attic Trunk began in 1979 as an upscale dress shop in Forest Ridge’s fashionable
shopping district, catering to a wealthy, mature clientele. Many other specialty shops
lined the main avenue over the next few years. But as Forest Ridge began to attract an
affluent, younger, and more demographically diverse population, the once-popular
shopping district was increasingly perceived as stodgy and snobby. By the late 1980s,
many of these specialty shops suffered financially. Most shops attracted only tourists
who enjoyed browsing through the displays of alligator belts and shoes, piles of scented
soaps, and useless flowered parasols, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in population and buying behavior of
the typical shopper by the late 1980s. In fact, the owners had observed that the
once-fashionable shopping district in Forest Ridge no longer attracted a “typical
shopper.” The wealthy, mature clientele had been partially replaced with affluent
families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name
apparel, colognes, and jewelry. Other owners followed suit in the early 1990s, bringing
restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Many families with children are now attracted to the shopping district in Forest Ridge.
What characteristics about families as consumer groups is most relevant to the owners
of The Attic Trunk?
A. More women hold jobs outside the home today than when The Attic Trunk first
opened.
B. Children have considerable amounts of disposable income and have a strong
influence on family buying decisions.
C. Norms and behaviors can change from one family to another.
D. Decision-making roles tend to be similar from one family to another.
E. The traditional life-stage model continues to be a strong cultural force.
Familiar products such as Coca-Cola are more likely to use ________.
A. informative advertising
B. comparative advertising
C. persuasive advertising
D. reminder advertising
E. institutional advertising
Which of the following are NOT part of a company’s external environment?
A. suppliers
B. customers
C. employees
D. media outlets
E. government regulations
A ________ involves taking an existing brand into a new category.
A. line extension
B. product line
C. brand extension
D. private brand
E. bundled brand
Refer to the scenario below to answer the following questions.
Reliable Tool Company is a manufacturer of hubs and axles for the trailer and heavy
truck industry. Although Reliable Tool only has fifteen customers, the company is the
sole supplier of hub and axle components to those customers. Monthly sales at Reliable
Tool are approximately $1 million. “You might say we have all of our eggs in one
basket,” says owner Arthur Deetz. Therefore, it is critical that a competent sales force
nurture those few but large accounts. Ninety-five percent of Reliable Tool’s customers
are located in Michigan, Ohio, and Indiana, which means that travel time to all
customers is relatively short. However, given the nature of the industry, time spent with
each customer is essential.
Which type of direct marketing would make the most sense for Reliable Tool to use to
supplement personal selling, considering that the company has only a few customers
but very deep lines of complex products?
A. life cycle marketing
B. DRTV
C. infomercials
D. catalogs
E. email blasting
________ involves entering a foreign market by establishing foreign-based
manufacturing facilities.
A. Exporting
B. Direct investment
C. Joint venturing
D. Contract manufacturing
E. Direct exporting
In addition to the elements that are usually included in a business plan, a start-up
business would also need to include information on ________.
A. competition
B. operations
C. capitalization
D. customer benefits
E. management
Marketers describe the way the consumer processes information to arrive at purchase
choices as ________.
A. evaluation of alternatives
B. information search
C. purchase decision
D. situational factoring
E. problem/opportunity recognition
The BCG growth-market matrix has four classifications: ________, ________,
________, and ________.
A. product; price; promotion; placement
B. sales; market share; price; promotion
C. stars; cash cows; question marks; dogs
D. mission; vision; objectives; portfolio
E. strengths; weaknesses; opportunities; threats
________ are characteristics that distinguish certain members of a society from others,
based on a variety of factors such as wealth, education, and ancestry.
A. Social classes
B. Cultures
C. Reference groups
D. Attitudes
E. Lifestyles