Which of the following terms is used to describe the actors and forces outside
marketing that affect marketing management’s ability to build and maintain successful
relationships with target customers?
A) marketing environment
B) marketing orientation
C) strategic planning
D) target markets
E) marketing mix
In addition to its Web site, Aaron Opticians has stores that offer a wide variety of
eyeglasses, sunglasses, and accessories. Buyers can order the product on the Web site or
go to the nearest store to make purchases. Which of the following best describes
Justbuy.com?
A) click-only company
B) click-and-mortar company
C) brick-and-mortar company
D) buy-here pay-here company
E) shell company
Which of the following terms refers to a tax levied by a foreign government against
certain imported products?
A) embargo
B) tariff
C) excise
D) exchange control
E) quota
In the context of media timing, the idea behind ________ is to advertise heavily for a
short period to build awareness that carries over to the next advertising period.
A) continuity
B) pulsing
C) shuffling
D) sequencing
E) segmenting
Which of the following is an objective of persuasive advertising?
A) communicate customer value
B) correct false impressions
C) describe available services and support
D) keep the brand in a customer’s mind during off-seasons
E) change customer perceptions of product value
________ is a pricing strategy in which the company sets up two or more clearly
identified geographic regions within which all customers pay the same total price.
A) Freight-absorption pricing
B) Zone pricing
C) Uniform-delivered pricing
D) FOB-origin pricing
E) Basing-point pricing
Hearth & Home, a store which sells household products, has announced a one-week
sale on its new carpet line. This is an example of ________.
A) promotional pricing
B) seasonal pricing
C) by-product pricing
D) product bundle pricing
E) time-based pricing
Which of the following is true about e-mail marketing messages?
A) E-mail marketing messages involve sending an offer, announcement, reminder, or
samples to a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted
consumers, exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and
result in low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media
such as television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the
customers compared to traditional direct mail.
Companies that take a proactive stance toward the marketing environment are most
likely to ________.
A) develop strategies to change the environment in their favor
B) passively accept the marketing environment
C) resist organizational change
D) discourage innovation
E) consider technological advances more disruptive than beneficial
When Kraft focused on cost-cutting with its older, established brands, leaving them to
wither without much investment or modification, Kraft decided to ________ the older
products.
A) extend
B) modify
C) drop
D) harvest
E) analyze
Which major promotion category makes use of catalogs, telephone marketing, kiosks,
and the Internet?
A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising
Which of the following is a major step in advertising media selection?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy
The physical environment affecting marketing activities is referred to as the ________
environment.
A) economic
B) natural
C) cultural
D) political
E) social
An organization that understands and anticipates customer needs even better than
customers themselves do and creates products and services to meet current and future
needs is said to practice ________ marketing.
A) customer-driven
B) customer-driving
C) affinity
D) societal
E) ambush