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Under which promotional mix strategy does the producer direct its marketing activities
(primarily advertising and consumer promotion) toward channel members to induce
them to carry the product and promote it to final consumers?
A) pull strategy
B) blitz strategy
C) push strategy
D) buzz strategy
E) pulse strategy
________ sell standard merchandise at lower prices by accepting lower margins and
selling higher volume.
A) Merchant wholesalers
B) Discount stores
C) Full-service retailers
D) Limited-service retailers
E) Factory outlets
Gen-next Clothing has clothing stores across the U.S., and the firm also sells online
directly to customers. Which of the following best describes Gen-next Clothing?
A) click-and-mortar company
B) buy-here pay-here company
C) brick-and-mortar company
D) shell company
E) click-only company
Price & Malone Corp., a company based in Houston, caters to a market of individuals
and households that buy goods and services for personal consumption. Price & Malone
caters to a ________ market.
A) business
B) reseller
C) government
D) consumer
E) wholesale
________ includes all activities involved in selling goods and services to those buying
for resale or business use.
A) Wholesaling
B) Retailing
C) Franchising
D) Discounting
E) Showrooming
Which of the following is most likely a disadvantage of viral marketing?
A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very expensive.
C) Marketers have little control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the
targeted market.
E) Viral marketing messages are blocked by most search engines.
Proton Corp. is an automobile manufacturer known for producing efficient, durable, and
low-priced cars. Recently, the company launched a new range of luxury cars to broaden
its market appeal and to add prestige to its existing line of cars. This is an example of
________.
A) social marketing
B) product line filling
C) product line stretching
D) internal marketing
E) cannibalization
In conducting ________, the company first identifies the major attributes that
customers value and the importance customers place on these attributes. Next, it
assesses its performance against competitors on those valued attributes.
A) a customer value analysis
B) benchmarking
C) entrepreneurial marketing
D) intrapreneurial marketing
E) a customer lifetime value estimate
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a cliff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during
summer, but then faced a tremendous downturn in business during winter. "But, given
the established industries in the nearby towns, very little year-round competition, and
our close proximity to Portland," Carol added, "I couldn't understand why seasonality
had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol's plan also
involved a seasonal promotional gimmick-to be implemented from early winter to late
spring-that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers-both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that
are a part of the local cuisine, but we'd like to expand that. We provide health club
privileges off-site, but we'd like to eventually provide our own. These are goals I hope
to achieve in a few years. Our first project, however, included a renovation of our guest
rooms and I'm quite proud of the results." Carol then added, "Actually there are so
many possibilities. With an indoor pool area, I will eventually offer weekend getaways
throughout winter."
Carol Veldt's plan also involves a seasonal promotional gimmick which she wants to
promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
Companies set not a single price, but a pricing ________ which covers different items
in its line and changes over time as products move through their life cycles.
A) by-product
B) structure
C) loop
D) cycle
E) bundle
Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com
that welcomes consumers to "the Runner Sprintz Century," invites readers to post their
Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site
even allows customers to individually design their own shoes and share them among
their circles on the Web site. Which of the following best describes
myrunnersprintz.com?
A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) online community
A major step in regulating "unfair or deceptive business acts and practices" was the
enactment of the ________ in 1938.
A) Robinson-Patman Act
B) Wheeler-Lea Act
C) Interstate Commerce Commissions
D) Taft-Hartley Act
E) Stamp Act
Flurrbies, a brand of unique winter accessories that quickly fell in and out of
favorability with customers, is an example of a ________.
A) style
B) fashion
C) fad
D) norm
E) subculture
________ is a new-product development approach in which one company department
works to complete its stage of the process before passing the new product along to the
next department and stage.
A) Team-based product development
B) Simultaneous product development
C) Sequential product development
D) Horizontal integration
E) Vertical integration
________ tailors brands and promotions to the needs and wants of regional customer
groups, such as cities, neighborhoods, and even specific stores.
A) Undifferentiated marketing
B) Differentiated marketing
C) Niche marketing
D) Local marketing
E) Individual marketing
The high failure rate of new products shows that companies are not able to ________.
A) control demand
B) advertise enough
C) understand international laws
D) find outlets
E) identify consumer needs
A(n) ________ is a segment of the population selected for marketing research to
represent the population as a whole.
A) dyad
B) immersion group
C) primary group
D) sample
E) triad
