Analysis of a firm’s internal environment identifies the firm’s ________.
A) strengths and weaknesses
B) strengths and opportunities
C) opportunities and threats
D) weaknesses and threats
E) strengths and threats
The ________ environment refers to the local, state, national, and global laws and
regulations that affect businesses.
A) political and legal
B) sociocultural
C) economic
D) technological
E) natural
Within the market manager structure, managers focus on ________.
A) specific customer groups rather than specific products
B) specific products rather than specific customer groups
C) one or two specific brands
D) all company brands and all company customers
E) new product development and marketing
Advertising account managers are typically responsible for which of the following?
A) writing the advertising copy
B) acting as liaison between the agency and client
C) posttesting advertisements
D) collecting data to make informed strategic decisions
E) identifying the most effective communication vehicles for the advertising campaign
In recent years, airlines have used debundling strategies, charging fees for perks such as
checked baggage that had previously been included in the ticket price. This is an
example of a ________ strategy.
A) product
B) pricing
C) promotional
D) place
E) production
Which of the following accurately describes a product category manager?
A) A product category manager works for a company that relies solely on individual
branding.
B) A product category manager is responsible for moving a company’s product mix
from generic to branded.
C) A product category manager coordinates the development of brand equity for a
specific brand name.
D) A product category manager is also called a sales manager.
E) A product category manager coordinates the mix of product lines within a general
product category and is responsible for the addition of new product lines.
Marlene Arau is a member of the sales force at Urban Fashions, a clothing
manufacturer. Marlene is getting ready for a first meeting with a wholesaler who is a
potential customer, and she is preparing herself by learning as much as she can about
the wholesaler’s organization. Marlene is in the ________ step of the personal selling
process.
A) prospect and qualify
B) preapproach
C) approach
D) handle objections
E) follow-up
Which of the following is true of the U.S. Census Bureau data?
A) It can be used to identify heavy users of specific products.
B) It includes information about the use of over 8,000 brands.
C) The full data collection process occurs only every 10 years.
D) The data is only available to paying subscribers.
E) It can be used to search for information from major media outlets.
Which of the following is NOT a process included in marketing analytics?
A) collecting data about marketing efforts
B) creating marketing efforts
C) measuring marketing efforts
D) analyzing marketing efforts
E) assessing marketing efforts
When the makers of a ballpoint pen state they are in the communication equipment
business, they are defining their mission too ________.
A) narrowly
B) realistically
C) specifically
D) broadly
E) socially
Which of the following is true about the market entry strategy of direct investment?
A) It allows a foreign firm to take advantage of a domestic company’s political savvy
and market position.
B) It relies on export merchants to analyze the local market.
C) It provides the lowest level of risk for a firm.
D) It relies on intermediaries to represent the company in a target country.
E) It provides the lowest level of control for a firm.
Which of the following were designed to allow users to alert their friends of their exact
whereabouts via their mobile phones?
A) virtual worlds
B) location-based social networks
C) product review sites
D) social networking sites
E) avatars
When Home Depot stores entered the Canadian market, there were already stores
providing similar services and products. To get people to try Home Depot, the chain
deliberately sold merchandise below the price that the Canadians were used to. What
type of pricing objective did Home Depot use?
A) market share
B) profit
C) competitive effect
D) customer satisfaction
E) image enhancement
In which step of the sales process would the salesperson call to ensure customer
satisfaction and repeat business?
A) approach
B) presentation
C) handle objections
D) close the sale
E) follow-up
A film company has a high market share in the children’s film market. The children’s
film market has low growth potential. This business fits into the ________ category of
the BCG growth-market share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
Through the use of marketing metrics, the marketing team for the charity American
Harvest, a national food bank program, learned that there was a significant increase in
positive mention of American Harvest in discussions on social networks. American
Harvest marketers quickly decided to increase the number of ads the charity was
running on these social networks. This is an example of the use of ________.
A) predictive analytics
B) conversion rate
C) market share
D) marketing control
E) bounce rate
A trade show is a way for a company to do all of the following EXCEPT which one?
A) distribute literature about its product
B) pay a bonus to members of its salesforce
C) give away sample products
D) establish new business contacts
E) showcase its new products in elaborate exhibits
A(n) ________ is defined as a tangible good, service, idea, or some combination of
these that satisfies consumer or business customer needs through the exchange process.
A) private brand
B) service variability
C) core product
D) product
E) innovation
________ is how visible a new product and its benefits are to others who might adopt it.
A) Compatibility
B) Observability
C) Relative advantage
D) Comparability
E) Tangibility
According to the communication model, the ________ is an organization or individual
that sends a message.
A) medium
B) source
C) messenger
D) feedback
E) decoder
According to the 80/20 rule, which of the following is true?
A) 80 percent of a product’s customers account for 20 percent of the product’s
marketing expenditures.
B) 20 percent of a product’s customers account for 80 percent of the product’s
marketing expenditures.
C) 80 percent of a product’s sales come from 20 percent of the product’s purchasers.
D) 80 percent of a product’s marketing cost should be equal to 20 percent of the firm’s
total marketing budget.
E) 80 percent of a product’s market should be consumers who are 20 or older.
Data such as which customers buy which products, which items the company has in
stock, and when the company ships items to its customer are all examples of ________.
A) marketing intelligence
B) acquired data points
C) external primary data
D) marketing research
E) internal company data
A market position refers to ________.
A) the organization’s decision to use no more than two elements of the marketing mix
B) the location where the organization sells its products
C) the specific means the organization uses to distribute its products
D) how the target market perceives a product in relation to competitors’ products
E) the strategic planning and execution of the marketing mix
The Green Awning is a flower and gift store. When its owner purchases the green foam
used in the bottom of vases of cut flowers, floral tape used in flower arrangements, and
gift cards, she is most likely making a ________.
A) straight rebuy
B) complex-task purchase
C) modified rebuy
D) new-task buy
E) gatekeeping buy
Baby boomers ________.
A) were born between 1965 and 1978
B) are currently in their 30s and 40s
C) are important to marketers because of the size and wealth of the segment
D) are 75 or older
E) are the parents of Generation X, not Generation Y
Which of the following is an accurate statement about product management?
A) It is also known as quality management.
B) It is rarely team-based.
C) It is a continual process.
D) It includes responsibility for the marketing mix tools of product and promotion, but
not of price and place.
E) It involves more strategic planning than tactical planning.
Which of the following is most useful when a firm offers a variety of products that
serve the needs of a wide range of customers?
A) the single marketing manager structure
B) the independent brand manager structure
C) the sales manager structure
D) the product category manager structure
E) the market manager structure
Which of the following is a primary data collection method that relies on nonhuman
devices to record consumer behavior?
A) mechanical observation
B) mall intercepts
C) ethnography
D) unobtrusive measurement
E) case studies
Which of the following is a measure of customers’ sensitivity to changes in price?
A) liquidity ratio
B) demand sensitivity
C) price elasticity of demand
D) marginal analysis
E) basing-point
The step that follows preapproach in the creative selling process is ________.
A) presentation
B) qualify
C) handle objections
D) prospect
E) approach
The ________, a United States regulatory agency, regulates telephone, radio, and
television.
A) Consumer Product Safety Commission
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Interstate Commerce Commission