Large-scale advertising conveys a positive message about the seller’s size, popularity,
and success.
A management information system assesses information needs, develops needed
information, and helps decision makers use the information.
In an automated warehouse, orders are fed directly from the retailer’s information
system to the wholesaler’s, and the items are picked up by mechanical devices and taken
to a shipping platform where they are assembled.
Foreign firms are expanding aggressively into new international markets, and home
markets are no longer as rich in opportunity.
When Tool Trade, an American company, uses qualified Brazilian manufacturers to
produce many of the products it sells to retailers in South America, Tool Trade is using
contract manufacturing.
In a service business, the customer and the front-line service employee interact to
co-create the service.
Kiosk marketing connects users around the world to each other and to an amazingly
large information repository.
One of the traditional buyer’s rights is the right not to buy a product that is offered for
sale.
When segmenting by usage rate, markets can be segmented into nonusers, ex-users,
potential users, first-time users, and regular users of a product.
A sample is a segment of the population selected for marketing research to represent the
population as a whole.
In a complex sales force structure, salespeople can be specialized by customer and
territory; product and territory; product and customer; or territory, product, and
customer.
A neighborhood shopping center has from 50 to more than 100 stores.
Price decisions must be coordinated with product design, distribution, and promotion
decisions to form a consistent and effective integrated marketing mix program.
Marketers often involve actual customers in product testing.
The first step in the selling process is preapproach’”learning about an organization and
its buyers.
Large-scale marketing approaches that foster two-way customer relationships are made
possible by new communication technologies.
Direct and digital marketing involve targeting broad segments of customers.
A group of firms in an industry following the same or a similar strategy in a given target
market is known as a strategic group.
The adoption process for new products refers to the mental process through which an
individual passes from first learning about an innovation to final adoption.
A(n) ________ marketing system consists of producers, wholesalers, and retailers
acting as a unified system.
A) horizontal
B) vertical
C) multitiered
D) communal
E) equilateral
Which of the following statements is true about creating customer loyalty and
retention?
A) Losing a customer means losing the entire stream of purchases that the customer
would make over a lifetime of patronage.
B) Customer delight creates a rational preference and not an emotional relationship
with the brand.
C) The aim of customer relationship management is to focus solely on customer delight.
D) Losing a customer hardly makes a difference to a company’s sales.
E) The aim of customer relationship management is to focus solely on customer
satisfaction.
The ________ environment consists of institutions and other forces that affect a
society’s basic values, perceptions, preferences, and behaviors.
A) social
B) cultural
C) political
D) physical
E) natural
Refer to the scenario below to answer the following question.
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a cliff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during
summer, but then faced a tremendous downturn in business during winter. “But, given
the established industries in the nearby towns, very little year-round competition, and
our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality
had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol’s plan also
involved a seasonal promotional gimmick’”to be implemented from early winter to late
spring’”that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers’”both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that
are a part of the local cuisine, but we’d like to expand that. We provide health club
privileges off-site, but we’d like to eventually provide our own. These are goals I hope
to achieve in a few years. Our first project, however, included a renovation of our guest
rooms and I’m quite proud of the results.” Carol then added, “Actually there are so
many possibilities. With an indoor pool area, I will eventually offer weekend getaways
throughout winter.”
Carol Veldt’s plan also involves a seasonal promotional gimmick that she wants to
promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
A company’s marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and others. These organizations and groups are
also known as ________.
A) media publics
B) marketing intermediaries
C) customers
D) citizen-action publics
E) internal publics
Which type of retailer is most likely to require its employees to focus most on assisting
customers as they shop?
A) self-service retailer
B) full-service retailer
C) off-price retailer
D) limited-service retailer
E) convenience retailer
Which of the following is a common reason for new product failure?
A) incorrect estimation of the market size
B) low product development costs
C) ineffective social marketing campaigns
D) low selling prices of products
E) patent ownership exclusively held by the company
In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
Midnight Magic, a perfume manufacturing company, plans to release a new fragrance
during the holiday season at $99 per bottle. The company intends to bring the price
down to $49 within six months of its release to attract buyers who couldn’t afford the
initial price. Which of the following pricing strategies is Midnight Magic using?
A) market-penetration pricing
B) market-skimming pricing
C) competitive pricing
D) cost-plus pricing
E) product-line pricing
Cellpoint uses two-part pricing for its long-distance call charges. Because this is a
service, the price is broken into a fixed fee plus a(n) ________ usage rate.
A) fixed
B) variable
C) standard
D) market
E) optional
Which of the following marketing management concepts is most likely to lead to
marketing myopia?
A) customer-driven marketing concept
B) customer-driving marketing concept
C) societal marketing concept
D) marketing concept
E) product concept
A(n) ________ shows how much time is spent selling, traveling, waiting, taking breaks,
and doing administrative chores by the salesperson.
A) customer relationship management tool
B) corporate social networking site
C) time-and-duty analysis tool
D) outsourcing relationship management tool
E) product lifecycle management analysis
Which of the following is a specialized and highly targeted media selection that an
advertiser might use to reach smaller customer segments?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks
Which of the following is a primary reason that companies use e-learning to conduct
sales training programs?
A) Customer needs and habits can be unambiguously conveyed through online training
programs.
B) Sales training programs that do not use e-learning are mostly ineffective.
C) E-learning eliminates employee attrition.
D) E-learning is the best way to simulate real-life sales calls.
E) E-learning cuts travel and training costs.
Commercial online databases are rich sources for obtaining ________.
A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data
Which of the following is one of the other stimuli present in a buyer’s environment
apart from a marketing stimuli?
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli
The first step of the business buying process is ________.
A) general needs description
B) product specification
C) order-routine specification
D) problem recognition
E) performance review
Which of the following is an advantage of adding new channels in a multichannel
distribution system?
A) limiting market complexity
B) reducing control over the system
C) expanding sales and market coverage
D) decreasing marketing needs and costs
E) minimizing mass customization of products
Each culture contains smaller ________, or groups of people with shared value systems
based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks
Bruno Servers has decided to decrease its prices on its popular higher-range servers.
The company can reasonably expect ________ to increase.
A) fixed costs
B) variable costs
C) demand
D) additional value
E) overhead costs
Which of the following is true with regard to cash cows?
A) They are high-growth, high-share businesses or products.
B) They can be used to help finance the company’s question marks and stars.
C) They require significant cash to maintain market share.
D) They are low-share businesses and products.
E) They do not promise to be large sources of cash.
________ are low-share business units in high-growth markets that require a lot of cash
to hold their share.
A) Stars
B) Dogs
C) Question marks
D) Cash cows
E) Bears
A(n) ________ is designed to present brand content that engages consumers and creates
customer-brand community.
A) podcast
B) branded community Web site
C) search engine
D) digital catalog
E) online magazine
Which of the following is true with regard to gathering secondary data?
A) Gathering secondary data involves costly fees to government agencies.
B) Commercial online databases contain primary rather than secondary data.
C) Internet search engines can be useful sources of relevant secondary data.
D) It is illegal for firms to purchase secondary data from outside suppliers.
E) Secondary data eliminates the need for primary data in most cases.
Sales executives at Keiron Air Conditioners use phone directories to call customers and
convince them to buy their air conditioners. Which form of direct marketing is used
here?
A) telemarketing
B) direct-mail marketing
C) catalog marketing
D) direct-response television marketing
E) kiosk marketing
How can a company benefit through a just-in-time logistics system?
Give an example of a slice-of-life message execution style.
Briefly explain why the European Union could be considered a threat to U.S. marketers
that want to do business in Europe.
How does the buying process typically begin?
Describe the purpose, roles, and achievements of GATT and the WTO.