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A company's product mix has four important dimensions: width, length, depth, and
consistency.
Companies are increasingly adopting high-commission plans to make sure that
salespersons are motivated to build long-term relationships with customers.
A company that makes marketing decisions by considering consumers' wants and
long-run interests, the company's requirements, and society's long-run interest is said to
be practicing consumer-oriented marketing.
The uniform-delivered pricing strategy means that goods sold are placed free on board a
carrier with the customer paying the freight from the factory to the destination.
A company buying a product or service for the first time faces a new task situation.
Blogs can be used to appeal to specific special-interest groups, about almost any topic.
For few companies, the package itself has become an important promotional medium.
A pulsing schedule involves scheduling ads unevenly over a given time period.
A downward-sloping experience curve is indicative of a company's rapidly increasing
production costs.
As a part of intensive distribution, dealers are expected to refrain from selling the
products of the producers' competitors.
When a company hires lobbyists to influence legislation affecting its industry, it is
taking a defensive stance toward the marketing environment.
The goal of supervision is to encourage salespeople to "work hard" and energetically
toward sales force goals.
Digital catalogs eliminate printing and mailing costs.
While an individual's beliefs are difficult to change, an individual's attitudes are easy to
change.
________ involves creating a Web site, video, e-mail, mobile message, advertisement,
or other marketing event that is so infectious that customers will seek it out or pass it
along to their friends.
A) Telemarketing
B) Multichannel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing
Which of the following statements is true of test marketing?
A) The amount of test marketing needed remains constant for each new product.
B) When the costs of developing and introducing the product are low, the company will
have to do significant test marketing.
C) Test marketing is seldom done on products that are risky.
D) Test marketing is seldom done when management is not sure of the product or its
marketing program.
E) Test marketing costs can be high, and it takes time that may allow competitors to
gain advantages.
Which of the following would most likely be included in an executive's write up of a
new product idea to be presented to a new product committee?
A) the proposed customer value proposition
B) the product image
C) the marketing strategy
D) the business analysis
E) the pricing strategy
Which message execution style involves presenting survey data indicating that a brand
is better than other brands?
A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life
When critics argue that insurance, real estate, and used cars are sold, not bought, they
are accusing marketers of ________.
A) deceptive promotions
B) excessive markups
C) high-pressure selling
D) shoddy products
E) excessive materialism
In response to charges of ________, marketers point out that because of ads, many
television and radio sites are free to users and also keep down the cost of magazines and
newspapers.
A) deceptive pricing
B) creating false wants
C) creating materialism
D) high promotion costs
E) cultural pollution
Which of the following is LEAST relevant when a firm evaluates different market
segments?
A) segment size and growth
B) company resources
C) segment structural attractiveness
D) core competencies of competitors
E) company objectives
Refer to the scenario below to answer the following question.
Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a
merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a
popular family attraction with 20 rides, a restaurant, and an outdoor performing arts
theater.
"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart,
the owner. "We just knew that weekenders coming to the lakes in our rural area
represented an untapped market."
Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even
senior citizens who enjoy strolling through the gardens and the arbors. "There's
something here for everyone," Gail Hart said with a smile. "Dozens of companies hold
annual company picnics here. We have welcomed class field trips. And we even had
one wedding here at the park!"
"Here's the funny thing," Ron chimed in. "We really don't know why we've been so
successful. There is nothing else like Fun-Spot Fun Park in the area. We were just
lucky." "I think it's the ambience of the park that has brought so many visitors," Gail
added. "We provide a 'total package' of entertainment. Plus, we try to change our rides
and various attractions from time to time for variety."
Ron and Gail Hart admitted that making every visitor happy is a priority. "That has
always been our philosophy," they said. "Like the park's motto at the entrance reads,
'We're here to make you happy!' And we've always been able to deliver on that because
we've never allowed ourselves to grow too big too quickly."
Fun-Spot's mission is ________.
A) product oriented
B) technology oriented
C) market oriented
D) design oriented
E) narrowly focused on profits
________ involves using in-store promotions and advertising to extend brand equity to
"the last mile" and encourage favorable point-of-purchase decisions.
A) Differentiation
B) Shopper marketing
C) Social media marketing
D) Retailer marketing
E) Segmentation
Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about
respondents.
E) Respondents always provide honest answers to personal questions on mail
questionnaires.
Daizy's is a shop that carries only plus-size clothing. According to this information,
Daizy's differentiates itself from its competitors based on ________.
A) service mix
B) pricing
C) product assortment
D) store atmosphere
E) distribution strategy
George is buying his first house. He has spent a month looking at houses and comparing
attributes such as price and location. He has contacted several real estate agents to look
at different types of houses. George is most likely exhibiting ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia
In a SWOT analysis, which of the following would be considered a strength?
A) industry trends
B) technological shifts
C) environmental demands
D) performance challenges
E) internal capabilities
Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive
budget for the market research he currently needs to conduct. He requires a large
sample size for his research in order to arrive at insightful conclusions. Additionally, he
wants to have excellent control over his sample. Keeping in mind his restrictive budget
and other specifications, which of the following methods of contact would you advise
Jaime to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews
Which of the following product mix pricing strategies involves setting prices across an
entire product range based on cost differences between the products, customer
evaluations of different features, and competitors' prices?
A) by-product pricing
B) product bundle pricing
C) optional product pricing
D) captive product pricing
E) product line pricing
What is a category killer? Provide an example and a description of a category killer.
What is high-low pricing?
What does a company focus on when using a concentrated marketing strategy?
Discuss the affordable method of setting the total budget for advertising.
Although competition is most intense within a strategic group, explain why there is also
rivalry among groups. Give examples.
In the communication process, what is noise and what is its significance?
Why should a company be concerned about integrating communications from different
sources within the company?
Compare a conventional distribution channel with a vertical marketing system (VMS).
Describe the five sustainable marketing principles.
What might drive a company to create international divisions or subsidiaries? Discuss
the three ways these divisions can be organized.
