Click-only companies operate solely on the Internet.
A discount store buys at less-than-regular wholesale prices and charges consumers less
than retail.
Department stores that practice everyday low pricing (EDLP) typically provide frequent
sale days, early-bird savings, and bonus earnings for store credit-card holders.
The American workforce today is less white-collar than before.
Most companies tend to compete with distant competitors that are typically unlike
them, rather than with close competitors.
The management strategy of environmental sustainability focuses on developing ways
to sustain the environment while also producing profits.
________ may help shape product specifications, but their major role is in selecting
vendors and negotiating.
A) Gatekeepers
B) Deciders
C) Buyers
D) Influencers
E) Users
Which of the following is a type of joint venturing?
A) trade embargo
B) licensing
C) direct investment
D) direct exporting
E) indirect exporting
Mission statements should ________ and be defined in terms of ________.
A) be technology oriented; meeting the self-actualization needs of customers
B) be product oriented; satisfying the esteem needs of customers
C) embody the company’s short-term plans; current opportunities
D) be market oriented; satisfying basic customer needs
E) address sales and profits; the net return on investments
________ are consumer products that the consumer either does not know about or
knows about but does not normally think about buying.
A) Specialty products
B) Convenience products
C) Unsought products
D) Shopping products
E) Capital items
Which of the following is the best response a company can make to competitive
threats?
A) continuous innovation
B) surrender to the competitor
C) exit from the market
D) divestment
E) globalization
Today’s consumers do not need to rely on marketer-supplied information about products
and services because they can use ________ to seek out a wealth of information.
A) push strategies
B) direct marketing
C) the Internet
D) personal selling
E) public relations
Which of the following is true about secondary data?
A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires
by the company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.
When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that
includes college students, as an untapped group of potential customers for their new
line of products, they were engaging in ________.
A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning
You own a small independent retail store in your neighborhood. You want to offer fresh
seafood, milk, and bread in your store. In this case which of the following types of
wholesalers will serve you the best?
A) truck jobber
B) independent distributor
C) drop shipper
D) mail-order wholesaler
E) manufacturers’ agent
Kellogg ads in the United States promote the taste and nutrition of Kellogg’s cereals
versus competitors’ brands. In France, where consumers drink little milk and eat little
for breakfast, Kellogg’s ads must convince consumers that cereals are a tasty and
healthful breakfast. Which marketing strategy is being followed by Kellogg?
A) straight product extension
B) product adaptation
C) product invention
D) communication adaptation
E) straight communication extension
Which consumer promotion tool requires the consumer to send a proof of purchase to
the manufacturer?
A) price packs
B) coupons
C) samples
D) rebates
E) displays
Hannah Adams is a senior sales manager in Elmo Corp., a rapidly-growing company
manufacturing personal computers and printers. In order to handle sales effectively,
Hannah insists on using the services of different groups of people from different
departments within the company such as, the sales, marketing, technical support, and
finance departments. In this instance, Hannah makes use of ________.
A) team selling
B) competitive marketing intelligence
C) hybrid selling
D) occasion segmentation
E) sales force automation systems
Economic communities are also known as ________.
A) global firms
B) free trade zones
C) management communities
D) production communities
E) open channels
Each person’s distinct personality influences his/her buying behavior. Personality is
usually described in terms of traits. What are these traits, and how do they affect the
way people purchase items? Give at least one example.
Define psychographic segmentation.
What is the primary function of gatekeepers in an organization?
Briefly describe the steps in the new-product development process.
Briefly compare and contrast the concepts of needs, wants, and demands and provide
examples to illustrate your answer. How do these three concepts relate to marketing
practices?
Why might individual departments prefer sequential product development?
Discuss formal and informal marketing strategies and give examples of companies that
follow these strategies.
What role does message format play in print advertisements?