Sales promotions targeted toward final buyers are called consumer promotions.
The single most important demographic trend in the United States is the changing age
structure of the population.
Channels of distribution within countries are similar across nations.
Convenience stores are much larger than regular supermarkets and offer a large
assortment of routinely purchased food products, nonfood items, and services.
In a convenience sample, a researcher selects the easiest population members from
whom to obtain information.
Everyday low pricing is a cost-based pricing strategy.
Business-to-business e-procurement lowers purchasing costs and reduces the time
between order and delivery.
In reverse auctions, companies put their purchasing requests online and invite suppliers
to bid for their business.
Innovators are tradition-bound and adopt an innovation only when it has become
something of a tradition itself.
The European Union restricts trade opportunities to European firms.
Experimental research is a form of ethnographic research.
Personal sources of information normally inform the buyer, but commercial sources
legitimize or evaluate products for the buyer.
The business buying process tends to be longer and more formalized than the consumer
buying process.
The position of a strategic business unit in the growth-share matrix typically remains
constant over time.
Stephanie Archer has been saving her money to buy a BMW convertible. Archer has
spent hours on the BMW Web site choosing the exterior and interior colors and
studying the various options and models. In this case, Archer has been using BMW’s
marketing Web site.
Historically, conventional distribution channels have provided channel leadership and
have had the power to assign roles and manage conflict.
Market skimming makes sense when a product’s quality and image support its higher
price, and enough buyers want the product at that price.
A compensation plan with a larger base-salary component and a smaller commission
component is most effective for driving salespersons to acquire new businesses.
Trendy Teens manufactures fashionable clothing and accessories for the tween and teen
female markets. New merchandise with a very different look is rolled out each season
and heavily promoted as the “must-have” style in a variety of media. For which of the
following could Trendy Teens be easily criticized in this scenario?
A) deceptive promotion
B) redlining
C) high-pressure selling
D) planned obsolescence
E) perceived obsolescence
Kartoffel, a food processing company, offers a free toy inside every 50g packet of their
potato chips. Which of the following promotion tools does this exemplify?
A) rebate
B) coupon
C) price pack
D) sample
E) premium
Which of the following would be considered an upstream partner in a company’s supply
chain?
A) a firm that resells a finished product and shares the net sales with the producer
B) a firm that provides technical expertise in the production of a product
C) a firm that markets a product to consumers through social media
D) a firm that buys products at wholesale cost from the company
E) a firm that exclusively markets a product to other businesses
Green Gardens sells gardening and landscaping goods and equipment. The marketing
department places an unmanned machine in the store with touchscreen technology to
provide product information. Consumers can use this machine to learn about the
company’s products and services. The company’s marketing form is best referred to as
________ marketing.
A) kiosk
B) mobile
C) telephone
D) interactive
E) personalized
Busch Stadium in St. Louis charges different prices for seats in different areas of the
ball park, even though each seat costs the same for the owners of the stadium. What is
this form of pricing called?
A) location-based pricing
B) market-skimming pricing
C) product-form pricing
D) time-based pricing
E) market-penetration pricing
Customer evangelists are those who ________.
A) use personal selling methods to market products and services
B) tell others about their good experiences with a brand or product
C) use their expertise to influence people about specific products
D) work with quality-assurance teams to improve product safety
E) evaluate newly launched products in the marketplace
A pen that costs five cents to make may cost a consumer $2 to buy. According to critics,
this is an example of ________.
A) deceptive advertising
B) redlining
C) excessive markup
D) high-pressure selling
E) shoddy manufacturing
According to the text, ________ are the most important actors in a company’s
microenvironment.
A) stockholders
B) employees
C) suppliers
D) resellers
E) customers
Which of the following best describes the personality symbol style of advertising?
A) using ordinary people to show how a product affects them in their daily lives
B) using scientific evidence to support claims about a product in an advertisement
C) using an animated character or mascot to represent a product in an advertisement
D) using a technical expert to recommend a product in an advertisement
E) using a celebrity to endorse a product in an advertisement
The ________ concept specifically focuses on future customer needs, but not on future
business needs.
A) societal marketing
B) strategic planning
C) sustainable marketing
D) marketing
E) selling
Voorhees’ Farms raises chickens. For years, it has used wooden coops for hauling its
poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops,
he noticed many of them could not be sufficiently cleaned for reuse and needed to be
replaced. Which stage of the business buying process was Voorhees in when he decided
to replace his old coops?
A) problem recognition
B) general need description
C) product specification
D) product value analysis
E) performance review
Which of the following is most likely a true statement about diversity in the United
States?
A) Most ethnic groups are shedding their ethnic culture and shifting toward a unified
American culture.
B) Asian Americans constitute the largest ethnic group in the United States.
C) Ethnic and cultural differences exist since different ethnic groups remain isolated
from one another.
D) Various ethnic groups mix together but also retain their cultural differences.
E) The nation’s ethnic populations are set to decrease in coming decades.
Which of the following is most likely a benefit of contract manufacturing?
A) Investing companies have complete control over the foreign manufacturer’s
processes.
B) Investing companies gain significant profits from handling the manufacturing of
products.
C) Investing companies that are new entrants in international markets get a chance to
start faster.
D) Investing companies provide new jobs in their home countries by developing
manufacturing facilities.
E) Investing companies do not require the services of an overseas marketing
organization or network.
Which of the following best describes a company’s business portfolio?
A) the list of all the marketing activities in which the company invests
B) the target segments of the company’s various businesses
C) the company’s products or services in a particular market
D) the collection of businesses and products that make up the company
E) the company’s strengths in terms of technology, people, and products
________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Differentiation
B) Positioning
C) Market targeting
D) Market segmentation
E) Mass marketing
Which of the following promotion tools will most likely make a consumer feel the need
to listen and immediately respond to a seller?
A) digital advertising
B) personal selling
C) sales promotion
D) public relations
E) television advertising
Which of the following is true of raw material exporting economies?
A) These economies are major exporters of agricultural products.
B) These economies are poor markets for large equipment and trucks.
C) These economies are major exporters of manufactured goods, services, and
investment funds.
D) These economies are rich in one or more resources but poor in other ways.
E) These economies consume most of their output and barter the rest.
Experimental research is best suited for gathering ________ information.
A) exploratory
B) causal
C) ethnographic
D) interactive
E) descriptive
The Sherman Act, Clayton Act, and Robinson-Patman Act are all federal laws that were
initially adopted to curb the formation of ________.
A) monopolies
B) oligopolies
C) competitive markets
D) international markets
E) limited partnerships
The Memphis Rock chain of restaurants has a deal with WestEnd Cola, according to
which it will serve only WestEnd sodas at its restaurants. What strategy has most likely
been adopted by WestEnd Cola?
A) horizontal price fixing
B) disintermediation
C) exclusive dealing
D) selective distribution
E) horizontal integration
Which of the following would most likely provide on-the-go product information,
instant access to price comparisons and customer reviews, and instant digital coupons?
A) indirect marketing
B) television marketing
C) mobile marketing
D) inbound telephone marketing
E) direct-mail marketing
Zista, a boutique that caters to the clothing needs of women, manufactures two different
lines of fashion wear based on the purchasing power of its customers. One product line
caters to the needs of affluent, middle-aged women, and the other line targets younger
professionals and homemakers. Zista most likely segments the consumer market based
on ________ variables.
A) geographic
B) psychographic
C) universal
D) demographic
E) behavioral
A channel arrangement in which two or more companies at one level join together to
follow a new marketing opportunity is referred to as a(n) ________.
A) corporate vertical marketing system
B) contractual vertical marketing system
C) direct marketing system
D) horizontal marketing system
E) administered vertical marketing system
________ serves as a guide to the future, laying out how a company’s products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) An environmental mission statement
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
What is the first step in the selling process?
A) approach
B) prospecting
C) demonstration
D) handling objections
E) sales presentation
Contrast pull and push promotion mix strategies with suitable examples.
Explain integrated logistics management and the different ways through which a
company can achieve it.
Describe age and life-cycle segmentation with examples. What are the precautions that
marketers should take when using age and life-cycle segmentation?
Describe the steps of the buyer decision process.
What are the traditional rights of sellers and buyers?
Identify and describe the stages in the adoption process of a new product.
Vintage, one of the largest companies in the U.S., produces a vast range of goods which
includes cameras, home appliances, and personal-care products. The company also
competes vigorously in the services market as by managing a number of hotels and
hospitals. Vintage entered the real-estate industry in the last decade and proved to be a
success in that field too. Considering the vast range of products and services Vintage
sells, which sales-force structure would you consider apt for the company? Explain the
reasons for your answer.
Draw a comparison between the reactive and proactive approaches a company can take
toward a changing marketing environment.
A consumer’s behavior is influenced by social factors, such as the consumer’s small
groups, family, and social roles and status. Explain the differences among these social
factors.
What is segmented pricing? Briefly describe the different types of segmented pricing.