Marketing logistics involves planning, implementing, and controlling the physical flow
of goods, services, and related information from points of origin to points of
consumption to meet customer requirements at a profit.
Internal information is almost always sufficient for making marketing decisions.
Co-branding occurs when retailers and wholesalers create their own store brands.
Pricing strategies tend to change and evolve as the average product passes through its
life cycle.
Wholesaling includes all the activities involved in selling products or services directly
to final consumers for their personal, nonbusiness use.
Internal factors affecting pricing include the company’s overall marketing strategy,
objectives, and marketing mix.
The American workforce today is less white-collar than in the late 20th century.
Human needs are shaped by culture and individual personality.
Viral marketing allows marketers to send tailored messages to targeted customers who
have chosen to receive them.
Interactive TV (iTV) lets viewers interact with television programming and advertising.
Market offerings are limited to physical products.
The affordable method involves setting promotion budgets to match competitors’
outlays.
Under the strategy of intensive distribution, the producer gives only a limited number of
dealers the exclusive right to distribute its products in their territories.
Sales assistants confirm appointments, follow up on deliveries, and answer customers’
questions when outside salespeople cannot be reached.
Which of the following is an advantage of telephone interviews?
A) They are more cost-effective than mail questionnaires.
B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal interviewing.
D) The speed with which data is collected is high.
E) Response rates tend to be higher than those of mail questionnaires.
An MIS is used to ________.
A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships
An MIS user should most likely be able to ________.
A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives
________ consumers are one of the fastest-growing U.S. population subsegments and
are expected to surge to nearly one third of the total U.S. population by 2060.
A) African American
B) Hispanic American
C) Asian American
D) Baby Boomer
E) Millennial
________ logistics refers to moving products and materials from the suppliers to the
factory.
A) Outbound
B) Diverse
C) Inbound
D) Reverse
E) Customer-centered
A(n) ________ is a straight reduction in price on purchases during a stated period of
time or of larger quantities.
A) allowance
B) free sample
C) discount
D) tax credit
E) quota
Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) user-controlled content
Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not
durable enough. She informed the hospital authorities about Grace Care Inc., a new
company selling lightweight and durable gurneys. In this instance, Marissa played the
role of a(n) ________.
A) strategist
B) buyer
C) gatekeeper
D) influencer
E) decider
Lark Inc., an American electronics company, is currently reviewing new geographical
markets to sell its highly popular televisions. By 2020, it plans to open new stores
across all the major South Asian cities. Lark is most likely following a ________
strategy.
A) local marketing
B) market development
C) diversification
D) product adaptation
E) product development
Which of the following is an element of the marketing mix?
A) place
B) education
C) needs
D) wants
E) esteem
Which of the following is a valid source of secondary data?
A) personal letters and correspondence
B) Internet search engines
C) ethnographic research
D) direct surveys
E) interviews
Which of the following is the best response a company can make to competitive
threats?
A) continuous innovation
B) surrender to the competitor
C) exit from the market
D) divestment
E) globalization
Many companies have developed ________ programs that encourage employees to
develop new product ideas.
A) management
B) incentive
C) entrepreneurial
D) intrapreneurial
E) crowdsourcing
Worthington’s Farm is an old poultry farm in Mount Prospect, Illinois. For years, it has
used wooden coops to haul its poultry to the market. The owner of the farm needs to
buy some replacement coops and is considering buying plastic coops that are slightly
more expensive than wooden ones but much easier to clean after use. Consequently, the
owner of Worthington’s Farm ordered 100 customized coops from its regular supplier.
This exemplifies ________.
A) a modified rebuy
B) a new task
C) a straight rebuy
D) derived demand
E) composite demand
What is the most important consumer buying organization in society?
A) family
B) social class
C) membership group
D) subculture
E) reference group
Marketing is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through ________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
Costco’s Kirkland Signature products are an example of a ________.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer’s brand
Kirk Wilkins renewed his cell phone contract with Zip Wireless Services and purchased
a new cell phone through the Zip Web site. If Kirk mails Zip Wireless Services his
transaction receipt, he would be eligible to receive $50 as cash refund. Which of the
following types of sales promotion is evident here?
A) point-of-purchase promotion
B) advertising specialty
C) premium
D) price pack
E) rebate
India needs more imports of raw materials such as textiles, steel, and heavy machinery
and fewer imports of finished textiles, paper products, and automobiles. In the context
of industrial structures, India is most likely a(n) ________ economy.
A) subsistence
B) totalitarian
C) raw material exporting
D) agrarian
E) industrializing
Which of the following is a major element of developing an advertising strategy?
A) selecting advertising media
B) using sophisticated statistical models
C) setting advertising objectives
D) evaluating advertising campaigns
E) setting the advertising budget
How does direct marketing give buyers access to more comparative information about
companies, products, and competitors?
How does loyalty status enhance a company’s understanding of its consumers?
What determines whether sellers pursue basic relationships or full partnerships with
customers?
Who are the major players in a company’s microenvironment? Explain the role that
each actor plays.
What are the various risks a company takes when producing shoddy, harmful, or unsafe
products?
How have large retailers such as Walmart changed the dynamics of partnering with
resellers?
What constitutes retail convergence?