In some markets, competitors live in relative harmony.
Intermodal transportation refers to the combination of two or more modes of
transportation.
Companies seldom solicit ideas from customers during the idea generation stage of
product development.
Good marketing communications can speed the demise of a poor product.
The most important objective of reminder advertising is telling the market about a new
product.
Ed purchased electronic devices such as a smartphone, and tablet after many people he
knew already owned the devices. Ed belongs to the adopter group called lagging
adopters.
When The Candy Store sets a low initial price in order to get its “foot in the door” and
to quickly attract a large number of buyers, the company is using market-skimming
pricing.
Thinking Cap Corp. prices its various cap designs at different price levels, ranging from
$2.05 to $5.95. This is an example of optional product pricing.
Creating a brand-marketing event or serving as a sole or participating sponsor of events
created by others is known as event marketing.
Producers use intermediaries because they create greater efficiency in making goods
available to target markets.
Second Avenue has just developed a 30-second television ad that features three different
shoppers enthusiastically shopping in the store and appreciating its products. This ad
uses the ________ execution style.
A) slice of life
B) technical expertise
C) personality symbol
D) fantasy
E) image
________ marketing features marketing messages and promotions delivered to
on-the-go consumers through their handheld devices.
A) Kiosk
B) Ambush
C) Direct-mail
D) Mobile
E) Catalog
Almost every industry includes firms that specialize in serving target subsegments
called market ________.
A) niches
B) mavens
C) baskets
D) indicators
E) mixes
Introducing a new product into the market is called ________.
A) test marketing
B) simulation
C) co-marketing
D) commercialization
E) segmentation
________ is a measure of the percentage of people in a target market who are exposed
to an ad campaign during a given period of time.
A) Frequency
B) Qualitative value
C) Impact
D) Premium
E) Reach
Which of the following is true with regard to problems faced by international
researchers?
A) Translation of questionnaires increases research costs and risks of error.
B) Erratic purchasing patterns limit data reliability and validity.
C) More often than not, cultural differences enrich research findings.
D) Diverse markets always yield conflicting data.
E) The primary data obtained by international researchers are almost always error
prone.
A five-foot high cardboard display of Terry the polar bear, mascot of Terry’s protein
shake, next to the shelf containing Terry’s products in a supermarket is an example of
a(n) ________.
A) sample
B) point-of-purchase promotion
C) business promotion
D) advertising specialty
E) rebate
Which of the following refers to a marketing intelligence technique?
A) interviewing customers randomly
B) increasing the annual budget for R&D
C) investing heavily in primary research
D) implementing product diversification
E) benchmarking competitors’ products
________ shows consumer perceptions of a company’s brands versus competing
products on important buying dimensions.
A) Differentiation
B) Positioning
C) Market targeting
D) Perceptual positioning maps
E) Market segmentation
GamaPix makes point-and-shoot cameras and handycams for amateur photographers
and hobbyists. It also has a separate line of cameras dedicated to professional
photographers. Additionally, it designs separate offers for each segment. Which of the
following marketing strategies does GamaPix most likely use in this instance?
A) mass marketing
B) differentiated marketing
C) individual marketing
D) local marketing
E) direct marketing
As part of the rapid globalization of today’s economy, companies are selling more
domestically-produced goods in international markets and ________.
A) taking a local view of their industry
B) purchasing more supplies abroad
C) reducing competition within their industry
D) downplaying concerns for social responsibility
E) competing solely in traditional marketplaces
Which of the following is true of the Millennials?
A) They are the children of baby boomers and were born between 1977 and 2000.
B) They control an estimated 70 percent of the disposable income in the U.S.
C) They have reached their peak earning and spending years.
D) They were the first to grow up in the Internet era.
E) They are less immersed in technology than Gen Xers.
________ pricing uses buyers’ perceptions of value as the key to pricing.
A) Customer value-based
B) Cost-based
C) Time-based
D) Markup
E) Target return
A marketing plan begins with a(n) ________, which presents a brief summary of the
main goals and recommendations of the plan for management review.
A) budget
B) opportunity analysis
C) threat analysis
D) executive summary
E) action program
The decisions about impact and engagement of an advertisement fall into the category
of ________ decisions.
A) sales objectives
B) budget
C) message
D) media
E) advertising evaluations
How can wholesalers improve their use of promotions?
Explain how seasonality impacts media timing.
Discuss the functions and goals of a competitive intelligence system.
Why are demographic factors the most popular bases for segmenting customer groups?
What is personal selling?