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Unsolicited and unwanted commercial e-mail is referred to as ________.
A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam
Answer:
Which of the following is a drawback of using blogs as a marketing medium?
A) Advertising on a blog is typically very expensive.
B) It is difficult to use blogs to reach highly targeted audiences.
C) The content of a blog is difficult to control.
D) A company cannot have more than one blog.
E) Blogs do not provide the kind of personalized medium that today's marketers want.
Answer:
In a promotion mix, ________ performs the functions of building a good rapport with
entities outside the company, building up a good corporate image, and handling
unfavorable rumors and events.
A) personal selling
B) sales promotion
C) direct marketing
D) advertising
E) public relations
Answer:
Ritz-Carlton is fervently dedicated to anticipating customers' slightest needs. Without
ever asking, they seem to know when customers want a king-size bed, non-allergenic
pillow, extra body gel or the blinds open upon arrival. An amazing 95 percent of
departing guests report that their stay has been a truly memorable experience. This is an
example of ________.
A) customer delight
B) customer lifetime value
C) customer equity
D) customer share
E) customer-perceived value
Answer:
Governments most likely enact business legislation to ________.
A) prevent unfair competition in the market
B) allow a single large monopoly in the market
C) prevent alternative products from entering the market
D) protect the interests of producers rather than society
E) dissociate social responsibility from commerce
Answer:
Rad, a manufacturer of luxury watches, charges a higher price for its products than its
competitors. Despite the high prices, the brand is popular among customers for its
quality and service in comparison to cheaper alternatives available in the market. In this
case, Rad offers a(n) ________ value proposition.
A) more-for-more
B) more-for-the-same
C) more-for-less
D) all-or-nothing
E) same-for-less
Answer:
The ________ established a free trade zone among the United States, Mexico, and
Canada.
A) Union of South American Nations
B) European Union
C) North American Free Trade Agreement
D) Central American Free Trade Agreement
E) Latin American Free Trade Association
Answer:
A(n) ________ describes a person's relatively consistent evaluations, feelings, and
tendencies toward an object or idea.
A) role
B) cue
C) drive
D) attitude
E) motive
Answer:
________ is the degree to which an innovation may be tried on a limited basis.
A) Divisibility
B) Compatibility
C) Communicability
D) Relative advantage
E) Complexity
Answer:
Taco Bell test marketed Doritos Locos Tacos for three years and developed 45
prototypes. Once the decision was made to launch the new taco shell, it moved into the
________ stage of the new product development process.
A) concept development
B) product development
C) test marketing
D) strategy development
E) commercialization
Answer:
Controlling the ingredients that go into certain products and reducing the level of
advertising "noise" are part of proposals relating to the consumer's right to ________.
A) not buy a product that is offered for sale
B) expect a product to perform as claimed
C) be well informed about important aspects of the product
D) be protected against questionable products, promotions, and marketing practices
E) influence marketing practices in ways that will improve quality of life
Answer:
Which of the following best describes a company's business portfolio?
A) the list of all the marketing activities in which the company invests
B) the target segments of the company's various businesses
C) the company's products or services in a particular market
D) the collection of businesses and products that make up the company
E) the company's strengths in terms of technology, people, and products
Answer:
CRM analysts use big data and marketing analytics to unearth patterns in customer
data.
Answer:
A successful niche marketing strategy relies on a firm's ________.
A) availability of services
B) product positioning
C) superior products
D) knowledge of customer needs
E) affordable pricing
Answer:
It is common that a multinational company eventually creates ________ or subsidiaries
to handle all of its international activity.
A) export departments
B) international divisions
C) geographical organizations
D) world product groups
E) global organizations
Answer:
The distinctive yellow and blue "hands held high" logo of a local daycare distinguishes
it from other establishments. The logo is prominently displayed on its building, t-shirts
worn by the children, and at fundraising events. The daycare has differentiated itself
through ________.
A) image
B) people
C) services
D) channels
E) positioning
Answer:
The new product development process usually starts with ________.
A) idea screening
B) idea generation
C) concept development
D) concept testing
E) market strategy development
Answer:
Producers use marketing intermediaries because they ________.
A) create greater efficiency in making goods available to target markets
B) supply inexpensive raw materials for manufacturing products
C) provide technical expertise for faster production
D) monitor day-to-day activities during production
E) form a part of the company's direct channel
Answer:
Which of the following would most likely trigger a price increase?
A) cost inflation
B) reduced demand
C) cheaper alternatives
D) reduced expenses
E) overproduction
Answer:
An off-price retailing operation that is owned and operated by a manufacturer and
normally carries the manufacturer's surplus, discontinued, or irregular goods is called a
________.
A) category killer
B) factory outlet
C) specialty store
D) superstore
E) warehouse club
Answer:
The Amazon Prime program strives to convert casual shoppers into loyal customers. An
Amazon Prime customer can be classified as a ________.
A) barnacle
B) true believer
C) stranger
D) laggard
E) butterfly
Answer:
Zeal is a popular automobile brand, and its positioning statement is: "For upscale
American families who require large vehicles, Zeal is the automobile of choice." Which
of the following mandatory elements is missing from the positioning statement?
A) point of difference
B) target audience
C) brand name
D) product category
E) need
Answer:
Market segments that can be effectively reached and served are said to be ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
Answer:
A ________ is made up of a company, its suppliers, distributors, and, ultimately,
customers who "partner" with each other to improve the performance of the entire
system.
A) manufacturing chain
B) distribution center
C) marketing intermediary
D) value delivery network
E) disintermediation system
Answer:
In the ________ stage, a firm most likely faces a trade-off between high market share
and high current profit.
A) growth
B) decline
C) maturity
D) introduction
E) commercialization
Answer:
All the institutions in a channel are connected by several types of flows. When a retailer
conveys to a wholesaler that a new line of hip-hop clothing is not selling, this is an
example of ________.
A) payment flow
B) flow of ownership
C) physical flow
D) information flow
E) promotion flow
Answer:
Which of the following is true of viral marketing?
A) It is the digital version of word-of-mouth marketing.
B) It refers to online marketing problems caused by technical glitches.
C) It is another term for the unethical invasion of online privacy.
D) It is an automated system that manages digital sales and marketing functions.
E) It is a system that allows a supplier to access a customer's inventory levels online.
Answer:
Cement is an example of an industrial product that is categorized under ________.
A) capital items
B) augmented products
C) supplies and services
D) materials and parts
E) shopping products
Answer:
Which of the following is true about the introduction stage of a new product?
A) Profits are typically high.
B) Promotion spending is relatively low.
C) Less money is needed to attract distributors.
D) Companies tend to avoid basic versions of the product.
E) Sales growth tends to be slow.
Answer:
In which step of the selling process does a salesperson or company identify qualified
potential customers?
A) demonstration
B) preapproach
C) prospecting
D) approach
E) presentation
Answer:
