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Karen Dodd is employed by Dell and responsible for calling on primary schools in her
home state of Maine to promote the company's offerings. She demonstrates the Dell
line of products including desktop computers, laptops, and tablets and fields questions
from teachers and administrators alike. This is an example of which promotion tool?
A) digital advertising
B) personal selling
C) sales promotion
D) public relations
E) television advertising
Answer:
________ is a practice whereby a producer agrees to sell a brand to a dealer only if the
dealer agrees to sell some or all of the rest of the producer's merchandise.
A) Horizontal price fixing
B) Horizontal integration
C) Full-line forcing
D) Direct marketing
E) Disintermediation
Answer:
Compared to standardized global marketing, adapted global marketing ________.
A) uses the same marketing mix elements in all target markets
B) lowers marketing costs by using home country sales teams
C) modifies marketing strategies to meet local needs
D) maintains uniformity across all markets
E) results in greater brand power
Answer:
The societal marketing concept states that companies should try to turn ________.
A) deficient products into pleasing ones
B) desirable products into pleasing ones
C) deficient products into salutary ones
D) all of their products into salutary ones
E) all of their products into desirable ones
Answer:
A(n) ________ reflects the general esteem given to the different roles of a person by
society.
A) motive
B) attitude
C) belief
D) tradition
E) status
Answer:
Carboi 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.
Carboi offers contribution packages for driving, flying, and home energy use. Through
Carboi, consumers can pay some of the ________ costs of their private goods and
services.
A) promotional
B) safety
C) recovery
D) distribution
E) social
Answer:
Electric cars are not considerably different or difficult to drive relative to gas-powered
cars. However, this is not aligned with the perceptions or conceptual concerns held by
the public about the new technology. This will likely slow the adoption rate due to the
________ of the innovation.
A) relative advantage
B) compatibility
C) complexity
D) divisibility
E) communicability
Answer:
Discuss the methods used by marketing researchers to gather secondary data.
Answer:
Which of the following is an example of a combination of sales promotions and direct
marketing?
A) a company giving discounts on their product prices in order to gain a brand image
B) a company releasing a nationwide television ad about every buyer having a chance
to win a lottery prize
C) a company holding a press conference to talk about their new product
D) a company's sales representatives meeting customers directly to present customized
offerings
E) a company sending an e-mail to a customer about a discount on a product during a
holiday season
Answer:
________ involves a review of the sales, costs, and profit projections for a new product
to determine whether they satisfy a company's objectives.
A) Vendor analysis
B) Portfolio analysis
C) Business analysis
D) SWOT analysis
E) Concept analysis
Answer:
Which of the following is most likely a consequence of permission-based e-mail
marketing?
A) higher return rates
B) excessive spamming
C) increased consumer frustration
D) lower consumer response rates
E) reduced consumer interaction
Answer:
Jeremy Clarkson, a marketing critic, is concerned about the pervasiveness of marketing.
He points to advertising messages everywhere, from Web sites and e-mails to unwanted
direct mail and catalogs to television commercials and product tie-ins to billboards and
store signs. From the description given, it can be concluded that Jeremy is concerned
about ________.
A) high promotion costs
B) cultural pollution
C) deceptive practices
D) false wants and too much materialism
E) the balance between private goods and social goods
Answer:
Which of the following transforms marketing strategies into real values for consumers?
A) share of customer
B) customer equity
C) the four Ps of marketing
D) a firm's value proposition
E) customer satisfaction surveys
Answer:
________ uses buyers' perceptions of what a product is worth as the key to pricing.
A) Customer value-based pricing
B) Target return pricing
C) Cost-plus pricing
D) Psychological pricing
E) Competition-based pricing
Answer:
Which of the following is a primary disadvantage of viral marketing?
A) The costs of viral marketing are generally too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives a viral message.
D) Viral messages are less likely to be viewed than other types of online promotions.
E) Viral messages are blocked by most search engines.
Answer:
Orienting and motivating customer-contact employees and supporting service people to
work as a team to provide customer satisfaction is known as ________ marketing.
A) social
B) organizational
C) differentiated
D) internal
E) interactive
Answer:
Usually, when using public relations, a company pays for the space or time in the
media.
Answer:
Specialty stores are characterized by ________.
A) the sale of convenience and staple items
B) narrow product lines with deep assortments
C) a wide range of products and categories
D) low prices on a wide range of goods
E) routinely purchased food products and services
Answer:
High-end luxury brands like Bentley for cars, Louis Vuitton for handbags, and Rolex
for watches use ________ distribution, giving a limited number of dealers the sole right
to sell products in a specified geographic territory.
A) inclusive
B) horizontal
C) intensive
D) exclusive
E) vertical
Answer:
Which of the following is most likely a benefit of joint ownership?
A) It allows a firm to gain the financial and managerial resources that it may otherwise
lack.
B) It is the simplest way for a domestic company to enter a foreign market.
C) It minimizes the need to build a new manufacturing facility in the foreign market.
D) It allows one firm to acquire complete ownership of the other firm in the venture.
E) It provides significant economies of scale for both the local firm and the foreign
investor.
Answer:
Which of the following is an approach where firms target a whole market based on
common consumer needs?
A) demographic segmentation
B) undifferentiated marketing
C) micromarketing
D) concentrated marketing
E) geographic segmentation
Answer:
________ means that consumers are likely to remember good points made about a
brand they favor and forget the good points made about competing brands.
A) Selective retention
B) Selective distortion
C) Selective attention
D) Restraint bias
E) Subliminal perception
Answer:
Nike's goal to increase sales of its running shoes by 25 percent during the first 6 months
of the new fiscal year is an example of a ________.
A) differentiation objective
B) positioning objective
C) marketing objective
D) marketing strategy
E) target market strategy
Answer:
Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to
feature its new products on their shelves for a considerable time period. In this case, the
promotion tool used by the company is referred to as a(n) ________.
A) price pack
B) rebate
C) sample
D) allowance
E) discount
Answer:
In the BCG growth-share matrix, question marks refer to products or businesses with a
________.
A) low market share in a niche market
B) low market share in a market with high growth prospects
C) greater market share than all their competitors combined in a saturated market
D) high market share in a market with a high growth rate
E) low market share in a market that is set to shrink significantly
Answer:
Brands vary in the amount of power and value they hold in the marketplace. Iconic
brands like Apple, Google, and Harley-Davidson have achieved substantial brand
________.
A) capital
B) personality
C) perception
D) esteem
E) equity
Answer:
Demographic, economic, natural, technological, political, and cultural forces form the
________ of an organization.
A) supply chain
B) macroenvironment
C) marketing intermediary network
D) internal environment
E) microenvironment
Answer:
Corning produces Gorilla Glass screens that are used in the production of laptops,
tablets, and smartphones. Corning promotes its product to final consumers to increase
business demand for digital devices made with the specialized, toughened glass. This
illustrates ________.
A) types of decisions
B) derived demand
C) market structure
D) the decision process
E) nature of the buying unit
Answer:
Wilkinson & Company sells plumbing supplies across the United States. Wilkinson
uses Chicago as its central location for determining freight costs regardless of the city
from which products are actually shipped. For example, a Dallas customer pays the
freight cost from Chicago to Dallas even if the goods are shipped from Dallas.
Wilkinson most likely uses ________ pricing.
A) basing-point
B) FOB-origin
C) freight-absorption
D) zone
E) reference
Answer:
Which of the following conditions is most likely essential for implementing a
successful market-penetration pricing strategy for a product?
A) The product's quality supports its high price.
B) Alternative products can enter the market easily.
C) The market for the product is highly price sensitive.
D) Prices increase incrementally as sales volume increases.
E) Production costs rise with an increase in marketing efforts.
Answer:
________ are the largest group of wholesalers and can be divided into two broad types
of wholesalers: full-service and limited-service.
A) Brokers
B) Retailers
C) Agent wholesalers
D) Merchant wholesalers
E) Manufacturers' agents
Answer:
Which of the following is a difference between the marketing concept and the selling
concept?
A) The marketing concept focuses on customer needs, whereas the selling concept
focuses on existing products.
B) The marketing concept focuses on customer conquest, whereas the selling concept
focuses on targeting the right customers.
C) The marketing concept takes an inside-out perspective, whereas the selling concept
takes an outside-in perspective.
D) The marketing concept is product-centered, whereas the selling concept is
production-centered.
E) The marketing concept focuses on short-term sales, whereas the selling concept
strives to build long-term customer relationships.
Answer:
Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine
times smoother." The claim is based on a study of 30 respondents who used products of
other brands as well. However, a second study on a larger sample reveals only a mild
correlation between the use of the cream and smoother skin. In these circumstances,
which of the following is the most ethical approach that Vincent Cosmetics can follow?
A) It should market the product as planned with the promotional line of "nine times
smoother."
B) It should modify the results of the study to depict a strong correlation.
C) It should report the result as it is, or improve the product to match its claim.
D) It can continue to claim a high correlation and add a tag line saying "results may
vary."
E) It should feature a testimonial from a satisfied user in an advertisement to support its
claim.
Answer:
Which of the following most likely suggests that marketers lack the power to create
consumer needs and control market demand?
A) consumer acceptance of changing clothing styles
B) affordable products in disadvantage communities
C) use of social media in product comparisons
D) consumer interest in modern technology
E) high failure rate of new products
Answer:
