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Which of the following is included in the third part of the marketing strategy statement?
A) the planned value proposition
B) distribution strategy
C) the product's planned price
D) marketing budget
E) the planned long-run sales
Which of the following is the best way for a company to increase selling time?
A) implementing high-commission plans
B) reducing the number of customers
C) sharing less information with customers
D) simplifying administrative duties
E) implementing mass customization
A charitable trust's appeal which states, "While you are trying to figure out what to get
the man who has everything, don't forget the man who has nothing" is an example of
a(n) ________ appeal.
A) structural
B) awareness
C) rational
D) moral
E) standard
Samsung and Apple are open to new ideas, relentlessly pursue new solutions, and work
to get new products to market quickly. They serve customers who want state-of-the-art
products and services, regardless of the costs in terms of price or inconvenience. Which
of the following value disciplines is illustrated from this example?
A) operational excellence
B) customer intimacy
C) product leadership
D) product activation
E) product binning
Elmo Corp., a manufacturer of personal computers and printers, recently established an
office furniture exporting business. This is an example of ________.
A) niche marketing
B) local marketing
C) diversification
D) product adaptation
E) downsizing
When order requests come in, the designers of Titus Furniture often go to a client's
location to note their requirements, budget, and expected date of delivery. In this way,
Titus Furnitures is successful in tailor-making products for its customers. This is an
example of ________.
A) market diversification
B) undifferentiated marketing
C) mass customization
D) differentiated marketing
E) trigger-based marketing
Which of the following is a disadvantage of using information from internal databases?
A) Obtaining information from internal databases is both time consuming as well as
expensive.
B) It is impossible to verify information obtained from internal databases.
C) Using information from internal databases leads to biased research findings.
D) Internal information may be incomplete or in the wrong form for making marketing
decisions.
E) Internal databases do not support highly sophisticated technologies which makes it
difficult to store large volumes of data.
Fifty percent of the market is in the hands of Company A. Another 30 percent is in the
hands of Company B. Fifteen percent is in the hands of Company C, and the remaining
five percent is in the hands of Company D. Based on these hypothetical numbers,
Company D is the market ________.
A) leader
B) challenger
C) follower
D) nicher
E) maven
Which of the following is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings
TerraPass is a company that offers consumers the opportunity to buy carbon offsets,
which are contributions to projects that combat global warming by reducing carbon
emissions. TerraPass offers contribution packages for driving, flying, and home energy
use. Through TerraPass, consumers can pay some of the ________ costs of their private
goods and services.
A) promotional
B) safety
C) health
D) distribution
E) social
Which of the following is illustrated by an amateur 30-second video, developed by a
consumer, telling the story of an online crafts marketplace, Etsy.com?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism
If Detroit DLX charges the same price for the delivery of its product to customers
located within the Great Lakes states, but a different price to customers elsewhere, the
company is using ________.
A) psychological pricing
B) promotional pricing
C) reference pricing
D) zone pricing
E) uniform-delivered pricing
Which of the following is true with regard to the inside sales force of a company?
A) The inside sales force is invariably more attentive to customer needs than the outside
sales force.
B) Unlike the outside sales force, the inside sales force does not require training.
C) Inside sales representatives engage in face-to-face interaction with customers.
D) The inside sales force is far more knowledgeable about customer habits than are
outside salespeople.
E) Inside salespeople provide support for the outside sales force, freeing them to spend
more time selling to major accounts and finding new prospects.
Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his
business. Joe has a limited budget and would like to gather free secondary data. What is
the best option for Joe?
A) mail questionnaires
B) focus group interviews
C) Internet search engines
D) personal interviews
E) commercial online databases
Which of the following price adjustment strategies involves reducing prices to reward
customer responses such as volume purchases, paying early, or promoting the product
promptly?
A) product bundle pricing
B) captive product pricing
C) product line pricing
D) dynamic pricing
E) discount and allowance pricing
Under which type of geographic pricing strategy does each customer take responsibility
for the freight charges for the product from the factory to its destination?
A) zone pricing
B) basing-point pricing
C) uniform-delivered pricing
D) FOB-origin pricing
E) dynamic pricing
A country's ________ shapes its product and service needs, income levels, and
employment levels.
A) international trade system
B) income distribution
C) industrial structure
D) political structure
E) foreign exchange system
When customers don't know what they want or don't even know what's possible, the
most effective marketing strategy is ________ marketing.
A) customer-driven
B) customer-driving
C) societal
D) ambush
E) affinity
What are the different types of off-price retailers?
Define consistency of the product mix.
How do consumers perceive products?
Describe the main objectives of informative advertising.
How can a firm benefit from participating in a horizontal marketing system?
