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Little m marketing is also known as __________.
A. Long-term planning
B. Tactical marketing
C. Strategic marketing
D. A mission statement
E. Differentiation orientation
The best place in a SWOT analysis for an airline to identify the possibility of acquiring
a competitor is in ________.
A. External opportunities
B. External threats
C. Internal opportunities
D. Internal strengths
E. Internal weaknesses
Implementation elements, or action plans, should include ________.
A. Timing
B. A way to measure results
C. The identity of the responsible person
D. The identification of resources needed
E. All of these
Burger Bistro recently experienced a decline in hamburger sales after salmonella was
discovered during a health inspection at one of the restaurants. The marketing manager
was interested in how other restaurants had dealt with similar situations. ________ data
would be the most appropriate way to find answers related to this marketing problem.
A. Secondary
B. Governmental
C. Experimental
D. Primary
E. Observational
NAICS codes ___________.
A. List the primary output of the business
B. Give each business only one code
C. Are used across the United States, Mexico, and Canada
D. Define 20 major business sectors
E. All of these
______________ is not one of the four factors used when deciding to use independent
sales people.
A. Control
B. Transaction cost
C. Strategic flexibility
D. Geographic orientation
E. Economics
There is a category of goods called unsought goods. These goods are characterized as
being the kinds of things that consumers _______.
A. Want to be completely convenient to them
B. Do more research on and compare across product dimensions such as color, size,
features, and price
C. Frequently purchase and have little interest in seeking new information about
D. Would rather not purchase at all
E. None of these
Starbucks does not use advertising to promote its stores. This decision most likely
reflects the company's _____________.
A. Advertising budget
B. Marketing (Big M)
C. Marketing (little m)
D. Relationship orientation
E. Sales orientation
Before moving forward to develop a promotion mix for a brand-new product category,
the marketing manager must ___________.
A. Establish goals for the promotion
B. Select the promotion mix
C. Develop the message
D. Prepare the budget
E. Establish measures of results
Companies often use features to differentiate themselves from competitors. However, a
company must balance the features customers want with __________.
A. What the competition is doing
B. The ability to manufacture the feature in a timely way
C. What they will pay at a given quality level
D. The configurations that make a positive brand look stylish
E. None of these
Ryan pays a market rate to take his young children to daycare that is run by his
employer. It is open until 7:00 p.m., a time by which everyone leaves. This service
offered by his company offers ________________ utility.
A. Time
B. Form
C. Place
D. Form and ownership
E. Time and place
The most successful regional market zone is ______.
A. NAFTA
B. The European Union
C. MERCOSUR
D. ASEAN
E. The Cooperation Council for the Arab States of the Gulf
The use of local distribution networks is identified in the channel factor of
___________.
A. Cost
B. Coverage
C. Character
D. Continuity
E. Control
Which of the following is not considered a goal?
A. To deliver the best customer service
B. To practice responsible financial management
C. To increase revenue by 15 to 20% in each of the next five years
D. To hire the best people
E. To minimize waste
In analyzing the attractiveness of market segments, ____________ is not one of the
most important variables.
A. Segment size
B. Segment potential
C. Strategic fit with the firm's goals
D. Location of the segment
E. Competitive forces related to the segment
When Ford Motor Co. is familiar with a product and supplier, but still seeks additional
information in the marketplace, it is called a(n) ________.
A. Straight rebuy
B. Modified rebuy
C. New purchase
D. Adapted rebuy
E. None of these
Competitive advertising is heavily used during the ____ stage(s) of the PLC.
A. Introductory
B. Growth
C. Maturity
D. Both introductory and growth
E. Both growth and maturity
Customers Who Have Purchased the Brand (#) divided by Total Population (#) equals
____________.
A. Brand Awareness
B. Brand Peculiarity
C. Brand Prowess
D. Brand Penetration
E. Total Brand Accumulation
