In setting research objectives, marketers have to be clear on the purpose of the research
that leads to marketing actions. The three main types of marketing research include
descriptive research, exploratory research, and __________ research.
a. causal
b. virtual
c. interactive
d. effect
e. interdisciplinary
Answer:
Barriers to entry include capital requirements, switching costs, advertising
expenditures, and
a. personnel shortages.
b. distribution access.
c. field of experience.
d. inventory deficits.
e. prior enterprise failures.
Answer:
A brand name refers to __________.
a. a product’s identifier that only can be spoken
b. a product’s identifier that consists of only the symbol or design that cannot be spoken
c. any word, device (design, sound, shape or color), or combination of these used to
distinguish a seller’s goods or services
d. the commercial, legal name under which a company does business
e. the identification of an organization’s products based upon individual SKUs
Answer:
One way a company can benefit from implementing a market penetration strategy
would be to
a. sell more products at a lower price.
b. sell the same amount of product at a higher price.
c. find a new market and sell the product at a much higher price.
d. alter the product and sell it to a new market.
e. reduce promotion and distribution costs to improve production efficiencies.
Answer:
When Trek orders a seat or saddle for one of its models that has a “little bit” of different
material for the cover but the components are the same as existing saddles used on other
bikes, this purchase situation is known as __________.
a. new buy.
b. straight rebuy.
c. standard reorder.
d. modified rebuy.
e. make-buy.
Answer:
A sample of consumers or stores from which researchers take a series of measurements
is referred to as a(n)
a. panel.
b. experiment.
c. focus group.
d. jury of executive opinion.
e. survey of experts.
Answer:
Purchasing products for resale or as an agent for supply of a product would be an
example of a __________ function.
a. logistical
b. facilitating
c. risk taking
d. transactional
e. assorting
Answer:
Logistics is most closely related to which element of the marketing mix?
a. product
b. place (distribution)
c. production
d. promotion
e. price
Answer:
When specific knowledge is required to sell certain types of products, then a
__________ sales organizational structure is used.
a. territorial
b. customer
c. product
d. geographical
e. multi-level marketing
Answer:
A(n) __________ is a product, service, or idea that creates value for both the
organization and its customers by satisfying their needs and wants.
a. organization
b. business firm
c. firm
d. offering
e. industry
Answer:
The ultimate criterion for an organization’s marketing success is that __________ as a
result of increased synergies.
a. costs decrease
b. market share increases
c. product deficiencies decrease
d. customers should be better off
e. production benefits from economies of efficiency
Answer:
An advertisement that informs people what a company is, what it can do, and where it
is located is referred to as a(n)
a. competitive institutional advertisement.
b. competitive product advertisement.
c. reminder institutional advertisement.
d. advocacy institutional advertisement.
e. pioneering institutional advertisement.
Answer:
Compared to the general population, online consumers tend to be
a. younger, more educated, more affluent and equally male and female.
b. younger, more educated, conservative, and male.
c. younger, more educated, socially conscious, and female.
d. older, less educated, less affluent, and male.
e. older, more educated, more affluent, and female.
Answer:
The Japanese manufacture tractors for rice paddies. They are smaller than most U.S.
tractors and perfect for a weekend farmer who wants to tend to a small garden. The
tractors are not sold in the United States through any authorized channels, yet they are
available in the United States at prices below the manufacturer’s suggested retail price.
What is the term for how these tractors are being sold?
a. the gray market
b. under the counter
c. over the counter
d. bypassed global channels
e. breaking the distribution monopoly
Answer:
“Inspired by ThreadsA Fashion Challenge” is a __________ run each year by Threads
magazine, which is targeted toward professional clothiers and seamstresses. Readers are
encouraged to design and sew a garment and send the entry into Threads to compete
with others for prizes such as sewing machines and cash.
a. premium
b. sweepstakes
c. contest
d. deal
e. end-run sample
Answer:
FedEx uses sales personnel, carrier management specialists, and engineering and
administrative executives who continually find ways to improve the technology of
shipping goods across town and around the world. This type of sales approach is called
__________.
a. team selling
b. formula selling
c. partnership selling
d. missionary selling
e. order taking
Answer:
If a brand manager wanted to use LinkedIn to promote his or her brand, the best way
would be to
a. monitor profiles for negative mentions of their brand.
b. create a profile for their brand.
c. use profiles of company employees for business-to-business image building.
d. try to accumulate online “followers” for the business.
e. buy ad space on the LinkedIn website.
Answer:
Product repositioning refers to
a. the place a product offering occupies in consumers’ minds on important attributes.
b. using a market-product grid to place products in their appropriate places on that grid
to identify potential untapped markets.
c. changing the place an offering occupies in consumers’ minds relative to competitive
products.
d. the practice of selling off a firm’s least successful product line and redirecting that
revenue into a totally new product.
e. the competitive advantage of one product over another.
Answer:
The marketing strategy of developing new products and selling them in new markets is
referred to as
a. product penetration
b. product development
c. market development
d. market penetration
e. diversification
Answer:
Direct marketing has the advantage of being __________ to match the needs of specific
target markets.
a. priced
b. uniform
c. customized
d. engaged
e. integrated
Answer:
Parallel development is the simultaneous development of both
a. product and promotion strategies.
b. production and financing tactics.
c. product and production process.
d. production and selling processes.
e. R&D and financial processes.
Answer:
An Acura automobile ad is headlined by a quote from Henry David Thoreau, “Go in the
Direction of Your Dreams.” This ad is most likely to appeal to consumer’s __________
needs.
a. physiological
b. personal
c. safety
d. social
e. psychological
Answer:
Publicity refers to
a. a nonpersonal, indirectly paid presentation of an organization, product, or service.
b. a short-term inducement of value offered to arouse interest in buying a product or
service.
c. methods used to get a nonpersonal, directly paid presentation of a company or its
products.
d. a paid form of nonpersonal communication about an organization, product, service,
or idea, by an identified sponsor.
e. a form of communication management that seeks to influence the feelings, opinions,
or beliefs held by customers, prospective customers, stockholders, suppliers,
employees, and other publics about a company and its products or services.
Answer:
Kodak’s digital camera sales may flatten due to high household penetration, the
economic downturn, and increased competition. Kodak remains No. 3 in market share
behind Canon and Sony. Today more women are buying digital cameras because they
are small and light. Bottom line: Kodak expects this SBU to continue to be a
“__________,” with its new digital camera models generating mainly replacement
sales.
a. hedgehog
b. star
c. cash cow
d. dog
e. question mark
Answer:
Consider the copying of another’s copyright, trademark, or patent. These are viewed as
intellectual property. In the U.S., unauthorized use, reproduction, or distribution of
intellectual property is illegal. Yet in China, copying enjoys a long tradition and does
not carry a stigma. For example, copying a masterpiece was historically considered an
art form in its own right. The difference between the two countries shows that
__________ affect(s) the view of ethica1 behavior held in each country.
a. business culture
b. industry practices
c. corporate culture
d. corporate expectations
e. societal culture and norms
Answer:
Which of the following statements about the emergence of a networked global
marketspace is most accurate?
a. Marketspace creates an unfair competitive environment for emerging nations.
b. More business-to-consumer marketing is done on the Internet than
business-to-business marketing.
c. The most active participants in the networked global marketspace are companies in
developing nations.
d. All business in the networked global marketspace is conducted in English.
e. The chief advantage of the global marketspace over the traditional bricks-and-mortar
stores for customers is the ability to shop anywhere, at any time, and at a lower cost.
Answer:
Allowing consumers to buy products by interacting with various advertising media
without a face-to-face meeting with a salesperson is the definition of a(n) __________.
a. indirect marketing channel
b. direct marketing channel
c. multimarketing channel
d. channel bypass marketing
e. personal selling
Answer:
Figure 1.
As shown in Figure 1. above, “D” is the__________ stage in the personal selling
process.
a. follow-up
b. prospecting
c. presentation
d. preapproach
e. approach
Answer:
If McNeil Consumer Healthcare uses the same brand name for different products such
as Tylenol Cold & Flu and Tylenol P.M. based on behavioral theory, this strategy is an
example of
a. selective comprehension.
b. selective retention.
c. stimulus generalization.
d. stimulus discrimination.
e. routine problem solving.
Answer:
A firm that reprocesses a good or service it buys before selling the product again to the
next buyer is referred to as a(n)
a. industrial firm.
b. reseller firm.
c. government agency.
d. wholesaler.
e. retailer.
Answer:
A firm becomes a channel captain because it is the channel member with the ability to
influence the behavior of other members. Influence can take four forms, one of which is
a. stakeholder position.
b. familial ties to other channel members.
c. expertise.
d. longevity in the industry.
e. geographic proximity to the manufacturing plant.
Answer: