One purpose of ________ research is to gather preliminary information that will help
divide a broad research problem into smaller problems for subsequent research.
A. exploratory
B. causal
C. explanatory
D. primary
E. scaled
A SWOT analysis would most likely be used during which component of the marketing
planning process?
A. establishing marketing objectives
B. finalizing the business plan
C. conducting a marketing audit
D. creating the marketing mix
E. monitoring performance
Which of the following types of retailers place the most emphasis on salespeople
assisting customers throughout the purchase process?
A. limited-service retailers
B. full-service retailers
C. limited-service retailers
D. discount retailers
E. off-price retailers
In a ________, a legislature selects the head of government according to party strength
as expressed in elections.
A. limited democracy
B. monarchy
C. limited monarchy
D. totalitarian state
E. parliamentary democracy
To determine customer lifetime value, a company needs to know all of the following
EXCEPT which one?
A. customer average purchases per year
B. costs to service the customer
C. customer retention rate
D. the company’s discount rate
E. customer perceived costs
Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth
of ________.
A. technological innovations
B. service businesses
C. luxury marketing
D. not-for-profit, place, and event marketing
E. interactive media
The ________, a United States regulatory agency, regulates the use of broadcast media.
A. Consumer Product Safety Commission
B. Environmental Protection Agency
C. Federal Communications Commission
D. Federal Trade Commission
E. Food and Drug Administration
The division of buyers into groups based on their knowledge, attitudes, uses, or
responses to a product is ________ segmentation.
A. behavioral
B. psychographic
C. values
D. demographic
E. needs
New product development starts with ________.
A. idea generation
B. idea screening
C. concept development
D. marketing strategy
E. test marketing
When a company begins to use a marketing-mix model, marketing managers often have
to move from making “gut” decisions to a more ________ approach to decision making.
A. intuitive
B. structured
C. creative
D. personal
E. emotional
At one time Miller Beer was known as the “champagne of bottled beer.” Unfortunately,
Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to
attract the members of the middle working class. This segmentation approach is
________.
A. user loyalty
B. usage rate
C. needs
D. behavioral
E. psychographic
________ is the collective consumer perceptions, attitudes, and expectations for a brand
resulting from historical and current brand experiences.
A. Brand personality
B. Brand recognition
C. Brand health
D. Brand trending
E. Brand image
In the battle for ‘share of stomachs,” some supermarkets are moving upscale, providing
higher-quality food offerings and more personalized service, such as home delivery.
This strategy represents a shift in the ________ element of the marketing mix.
A. place
B. packaging
C. product
D. promotion
E. price
It is the responsibility of a ________ to organize, motivate, and lead salespeople.
A. product specialist
B. customer service representative
C. sales manager
D. sales representative
E. new business developer
A consumer’s surplus represents an advantage for ________.
A. producers
B. suppliers
C. consumers
D. marketers
E. business markets
Marketers have responded to the ________ movement with green marketing.
A. consumerism
B. nongovernmental organization (NGO)
C. globalization
D. environmental
E. marketing ethics
Which of the following is the age that an individual feels?
A. life stage
B. chronological age
C. lifestyle
D. life cycle
E. cognitive age
A firm is using ________ when it charges a high price for a new product with the
intention of maximizing revenue.
A. a skimming price
B. trial pricing
C. loss leader pricing
D. penetration pricing
E. promotion pricing
An ad in a professional journal targeted to an audience of dentists asked dentists to
recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists
could buy at cost to give to their patients to encourage patients to take better care of
their teeth. The manufacturer of Crest toothpaste was using ________.
A. personal selling
B. direct marketing
C. a push strategy
D. a pull strategy
E. public relations
A company’s business mission is typically directed at ________, while a company’s
vision is typically directed at ________.
A. all stakeholders; internal stakeholders
B. internal stakeholders; all stakeholders
C. internal stakeholders; external stakeholders
D. external stakeholders; internal stakeholders
E. external stakeholders; all stakeholders
Which kind of marketing involves sending a pamphlet or flyer containing an offer to a
person at a particular address?
A. direct-response advertising
B. dynamic imaging
C. catalog
D. direct mail
E. Internet marketing
In a(n) ________, a business cuts prices to take sales from competitors.
A. equity competition
B. share of wallet battle
C. price war
D. channel switch
E. brand stretch
Which of the following is most important for direct marketing to be effective?
A. an online presence
B. a good customer database
C. a well-trained sales force
D. telephone marketing
E. catalogs
A company that sets prices of its exports low with the intention of harming local
manufacturers or producers would most likely be found in violation of ________.
A. quotas
B. exchange rates
C. tariffs
D. antidumping laws
E. antitrust rates
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.”
Mary and Ben ask customers to fill out satisfaction surveys after purchasing items from
the store. Customers who complete surveys are entered in a monthly raffle with the
prize of a $100 gift certificate to the store. One of the questions on the survey asks
customers what they had expected to pay for their purchases, and another asks what
they would have been willing to pay for their purchases. Mary and Ben most likely
asked these questions to help them evaluate the ________ element of their
marketing-mix strategy.
A. promotion
B. positioning
C. price
D. process
E. product
The decision to use a cleaning genie to communicate the strength and power of Mr.
Clean cleaning liquid is representative of the ________ process of the communication
model.
A. sourcing
B. encoding
C. medium
D. decoding
E. messaging
Once the prototype of Wainwright Industries’ new riding lawnmower, made especially
for women, passes concept testing, the next step is ________.
A. commercialization
B. focus group surveys
C. concept development
D. post-testing
E. marketing strategy
Of the following, it is MOST important for a business objective to be ________.
A. broad
B. motivational
C. specific
D. aspirational
E. flexible
Which of the following most accurately identifies a difference between a weakness and
a threat in SWOT analysis?
A. A company is more able to change a threat than a weakness.
B. A company is more able to change a weakness than a threat.
C. A company can be more negatively affected by a weakness than by a threat.
D. A company can be more negatively affected by a threat than by a weakness.
E. A company can more easily identify threats than weaknesses.
The unauthorized copying of products, packaging, or other intellectual property of a
registered brand is called ________.
A. privatization
B. counterfeiting
C. bribery
D. dumping
E. countertrade
Briefly explain how changes in currency exchange rates can affect a multinational
company’s pricing strategies.
Briefly identify and describe the characteristics of target customers that are included in
the customer media profile developed by a marketer during the media selection process.
Then create a hypothetical customer media profile using those characteristics.
What is the purpose of marketing research?
Briefly explain the importance of brands in the business-to-business market.
In which type of buying situation would a supplier most likely focus on maintaining
product and service quality? Why?
What is a CRM program? Briefly explain its purpose.
Why is SWOT analysis an important marketing planning tool?
In addition to price, identify three ways that marketers can add value to a product for
consumers.
Explain how a company determines customer lifetime value and how a company can
use this information to its advantage.
Provide an example of how a consumer might act as the sender in the marketing
communication process.
Explain the relationship between the number and size of buyers for a product or service
and the level of power those buyers can exert on a company.
What type of strategy should a company use to manage its cash cows?
What are the similarities and differences between manufacturers’ agents and selling
agents?
Explain why companies must be careful to “not overpromise and underdeliver” on their
products and services.
Explain several reasons that a customer might find a relationship with a company to be
beneficial.
Why might a company use a third-party logistics provider?