If a marketer uses warehouses, transportation companies, banks, and insurance
companies to facilitate transactions with potential buyers, the marketer is using a
________ channel.
A) service
B) distribution
C) communication
D) relationship
E) standardized
Which of the following methods for new-product development incorporates buyers’
preferences in the final design of the product?
A) quality function deployment
B) market leadership
C) cost leadership
D) incremental innovation
E) disruptive technology
Which of the following is TRUE of building a creative marketing organization?
A) It is enough if firms are customer-oriented.
B) Companies must build a capability in strategic innovation and imagination.
C) Firms should focus more on efficiency rather than innovation.
D) Companies should attempt to minimize risks as much as possible.
E) Firms should focus on protecting their existing markets and physical resources.
The number of times within a specified time period that an average person or household
is exposed to an advertising message is known as ________.
A) impact
B) frequency
C) amplitude
D) reach
E) depth
________ auctions let would-be suppliers submit only one bid; they cannot know the
other bids.
A) Descending bid
B) Sealed-bid
C) English
D) Dutch
E) Reverse
Which of the following is an example of a gap between service delivery and external
communications?
A) The employees at GBL have been asked to take time to listen to customers, but they
must serve them fast as well.
B) Amanda chose to shop at Alison’s Fashions because the store’s website offered
on-the-spot alterations. However, when she did buy a dress, she had to wait a week to
get it altered.
C) Customers at LUX appreciate the personalized services the salespeople offer, but do
not like the store design.
D) Clearwater Spa attendants are well trained in massage therapy and the services they
offer, but customers rarely return because they don’t like the attendants’ impersonal
service.
E) When sales dropped, Styx modernized its stores in order to retain customers, but
didn’t realize that the product quality was the main problem.
________ includes all the activities in selling goods or services to those who buy for
resale or business use.
A) Retailing
B) Wholesaling
C) Procurement
D) Promoting
E) Warehousing
The ________ is the last section of the marketing plan. It spells out the goals and
budget for each month or quarter so management can review each period’s results and
take action as needed.
A) executive summary
B) situation analysis
C) marketing strategy
D) financial projections
E) implementation controls
Which of the following marketing communications tools is most influential at the
maturity stage of a product’s life cycle?
A) sales promotions
B) direct marketing
C) advertising
D) publicity
E) interactive marketing
________ marketing by nonprofit or government organizations furthers a cause.
A) Corporate societal
B) Brand
C) Causal
D) Social
E) Place
Which of the following is an example of a situation that is NOT conducive to database
marketing?
A) Rushbury Theater relies on the generosity of donors to keep functioning.
B) Kenilworthy retails luxury handbags and leather accessories to a select clientele.
C) 2Wheels sells its most profitable products to repeat customers.
D) Uncle Jim’s sells its range of snacks in stores throughout the country.
E) PetZone offers obedience classes, a doggie daycare, and other services for pets in the
Manhattan area.
Establishing and communicating the distinctive benefit(s) of the company’s market
offering for each target segment is called ________.
A) market research
B) market positioning
C) marketing effectiveness
D) market segmentation
E) market dominance
A computer manufacturing company allows customers to shop in their preferred way.
For example, they can gather information online or in the store; they can place orders
online or by phone or purchase in a store. They can have orders delivered to their home
or arrange to pick them up from a convenient retail location. Which of the following
terms best represents this practice?
A) omnichannel marketing
B) mass customization
C) online personalization
D) push strategy
E) internal marketing
One of the possible objectives of marketing communications is helping consumers
evaluate a brand’s perceived ability to meet a currently relevant need. Which of the
following is a negatively oriented relevant brand need?
A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement
A consumer tells another consumer, “Every time I eat at Big Bill’s Steakhouse, I get
poor service.” Whether this is true or not, it is the consumer’s perception. This is an
example of consumers basing future predictions on the quickness and ease with which a
particular example of an outcome comes to mind. This scenario would be an illustration
of the ________ heuristic.
A) discrimination
B) differentiation
C) availability
D) screening
E) representativeness
The American Marketing Association defines a ________ as “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services
of one seller or group of sellers and to differentiate them from those of competitors.”
A) copyright
B) trademark
C) slogan
D) brand
E) logo
In ________ marketing, the firm ignores segment differences and goes after the whole
market with one offer.
A) niche
B) mass
C) guerrilla
D) segmented
E) differentiated
The task of any business is to ________.
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
Dean recently had a BRZ broadband connection installed. However, the connection was
poor, and he didn’t get the quality he required. He contacted BRZ about the problem,
but the company did not solve his problem. Dean switched to Blue Broadband. Which
of the following was the cause of Dean’s switching behavior?
A) involuntary switching
B) competition
C) response to service failure
D) service encounter failures
E) inconvenience
Which of the following is considered to be the most versatile of all the contact
methods?
A) mail questionnaires
B) telephone interviews
C) personal interviews
D) online interviews
E) field trials
Not all self-service technologies improve service quality, but they can make service
transactions more accurate, convenient, and ________.
A) faster
B) “high touch”
C) interactive
D) technical
E) internal
When a customer places an order at BookBox.com, the company processes the
customer’s payment information, sends the order to the nearest warehouse, and ships the
order via FedEx. This is best described as the ________ process.
A) market-sensing
B) customer acquisition
C) customer relationship management
D) fulfillment management
E) new-offering realization
When hotels, motels, and airlines offer discounts in slow selling periods, they are said
to be offering ________.
A) trade discounts
B) quantity discounts
C) functional discounts
D) seasonal discounts
E) trade-in allowances
Which of the following consumer promotion tools involves using one brand to advertise
another noncompeting brand?
A) tie-in promotion
B) frequency programs
C) specialty advertising
D) cross-promotion
E) patronage awards
Jordan’s firm enters new markets by tweaking products for new customers, uses
variations on a core product to stay one step ahead of the market, and creates interim
solutions for industry-wide products. In other words, it pursues ________.
A) disruptive technologies
B) incremental innovation
C) complex innovations
D) discontinuous innovations
E) radical innovations
Tracy’s is a chain of hair dressing salons for women. They use television, magazines,
radio, and newspapers to advertise their services. The owners ensure that all
communication channels deliver a common message to prospective customers. In so
doing, Tracy’s is practicing ________ marketing.
A) internal
B) integrated
C) socially responsible
D) global
E) relationship
When customers fall into different user groups with distinct buying preferences and
practices, a ________ organization is desirable.
A) market-management
B) product-management
C) brand-management
D) geographic
E) functional
Consumers are less price sensitive when ________.
A) they buy high cost items
B) they frequently change their buying habits
C) there are more substitutes
D) there are more competitors
E) they do not readily notice higher prices
When the Modern Museum of Art separated its consumers by whether they were
culture-oriented or outdoor-oriented for its new exhibit on art that used natural
materials, they were using ________ segmentation.
A) psychographic lifestyle
B) personality
C) behavioral occasions
D) social class
E) demographic
Which of the following are tangible goods that normally survive many uses?
A) generic goods
B) durable goods
C) core benefits
D) convenience goods
E) unsought goods
Which of the following is TRUE regarding cause-related marketing?
A) The positive impact of cause-related marketing can be increased through sporadic
involvement with numerous causes.
B) Many companies focus on multiple causes to simplify execution and maximize
impact.
C) Limiting support to a single cause increases the pool of stakeholders who can
transfer positive feelings from the cause to the firm.
D) Most firms choose causes that fit their corporate or brand image and matter to their
employees and shareholders.
E) In order to avoid public backlash, firms are advised to adopt a hard-sell approach to
their cause efforts.
A firm that is willing to maintain its market share, and not attack the leader and other
competitors in an aggressive bid for further market share, is known as a market
________.
A) challenger
B) leader
C) follower
D) nicher
E) entrant
A(n) ________ is a group of firms offering a product or class of products that are close
substitutes for one another.
A) community
B) task force
C) industry
D) focus group
E) umbrella brand
________ brands are positioned with respect to competitors’ brands so that more
important (and more profitable) flagship brands can retain their desired positioning.
A) Flanker
B) Attacker
C) Defender
D) Cash cow
E) Simulation
A product’s purchase cost plus the discounted cost of maintenance and repair less the
discounted salvage value gives the ________ cost.
A) service warranty
B) out-of-pocket
C) life-cycle
D) facilitating services
E) value-augmentation
Altrudex, Inc., is involved in the manufacture, distribution, and sale of consumer
electronics. The company sources over half the products it sells from companies it
partly or wholly owns. It also owns a large retail chain and sells its products through
them. What marketing system is Altrudex using?
What are the two basic advantages that a company’s marketers have in identifying
significant changes in the market?
How can a firm anticipate a competitor’s reactions to a price change?
According to IBM, what do firms need to do to exploit the power of social media?
List the threats posed by the five forces identified by Michael Porter that determine the
intrinsic long-run attractiveness of a market or market segment.
Briefly describe the characteristics of the Millennials.
Differentiate between brokers and agents.
Assume that you have decided to use a niche strategy to advance your marketing goals.
Characterize an attractive niche.
Sweet Treats is a startup confectionery manufacturer that sells chocolates, toffees,
marshmallows, jelly candies, and so on. Should the firm adopt a push or a pull strategy?
Explain your answer.
With the help of an example, explain why a company’s competition may not be from
companies in the same category.
Explain permission marketing.
Marketing has been described as being both an “art” and a ‘science.” Discuss the
differences and similarities between these two marketing thrusts. Provide your
theoretical response and a “real-life” example where you have seen both processes work
effectively at creating customer value and loyalty.
List three steps that service firms can take to increase quality control over services and
reduce variability.
What are the major characteristics of sales promotions as an element of the marketing
communications mix?
Marco is working on promoting his company’s Glazer brand of electronic razors. The
company estimates 50 million potential users and sets a target of attracting eight percent
of the market. Marco sets an objective of reaching 80 percent of the potential customers
with an advertising message that results in 25 percent of the brand-aware prospects
trying the Glazer. He further estimates that 40 percent of all triers will become loyal
users, and the cost of exposing one percent of the target population to one impression is
$4500. What is the advantage of Marco’s budgeting method, and why do you think
marketers sometimes prefer methods without this advantage?
Why are marketers concerned about the cost of logistics?