Which of the following is an advantage of using digital catalogs?
A) lists the phone numbers of interested prospects
B) coordinates with direct-response television ads
C) points customers to the nearest kiosk
D) eliminates printing and mailing costs
E) creates emotional contact with customers
Lawyers, accountants, and other professionals typically price by adding a standard
markup for profit. This exemplifies ________.
A) target pricing
B) cost-plus pricing
C) value-based pricing
D) break-even pricing
E) penetration pricing
Price discrimination is legal when a ________.
A) manufacturer and reseller have agreed upon a specified retail price for a product
B) manufacturer sells to retailers in different markets
C) seller can prove its costs are different when selling to different retailers
D) seller advertises prices that are not actually available to consumers
E) seller has not communicated with competitors before announcing prices
You own a neighborhood grocery store and would like to have non-food items
delivered, priced, displayed and inventoried by a wholesaler. You do not want to
purchase title to the goods. Which type of wholesaler best fits your needs?
A) cash-and-carry wholesaler
B) rack jobber
C) drop shipper
D) mail-order wholesaler
E) agents and brokers
Which of the following is a conventional consumer marketing channel?
A) producer to business distributor to end consumer
B) producer to wholesaler to retailer to end consumer
C) producer to end consumer to business customer
D) producer to retailer
E) producer to business distributor to business customer
In conducting ________, the company first identifies the major attributes that
customers value and the importance customers place on these attributes. Next, it
assesses its performance against competitors on those valued attributes.
A) a customer value analysis
B) benchmarking
C) entrepreneurial marketing
D) intrepreneurial marketing
E) a customer lifetime value estimate
A company selling child-care products ran a television ad depicting women as being
primarily responsible for childcare. Many women viewers considered this regressive,
alleging that the ad failed to recognize the much more diversified role of women in
today’s world. This is an example of ________.
A) cause marketing
B) stereotyping
C) niche marketing
D) scapegoating
E) positioning
Economic communities are also known as ________.
A) global firms
B) free trade zones
C) management communities
D) production communities
E) open channels
If a company ________, it should adopt a product sales force structure, in which the
sales force specializes along product lines.
A) specializes in a single product
B) manufactures a small number of simple products
C) maintains that product specialization is counter productive
D) has numerous and complex products
E) lacks salespeople with superior technical know-how
Which of the following would a defender of globalization most likely use as an
example to argue that concerns of Americanization are overblown and that globalization
is indeed a two-way street?
A) the view of McDonald’s being a domestic brand in China
B) the growing popularity of coffee in China since the introduction of Starbucks
C) the growing number of IKEA furniture stores in the United States
D) the initial failure of Disneyland Paris
E) the anti-globalization protests aimed at KFC
________ logistics involves moving products from the factory to resellers and
ultimately to customers.
A) Customer-centered
B) Outbound
C) Upstream
D) Reverse
E) Inbound
Which of the following does NOT characterize international trade in the past 30 years?
A) The number of multinational corporations has more than doubled.
B) Half the largest economies in the world are corporations.
C) Trade value of products and services grew even during the recession.
D) U.S. companies have long been successful at international marketing.
E) Home markets are just as rich in opportunity as foreign markets.
Which of the following customer questions is answered by a company’s value
proposition?
A) “Why should I buy your brand rather than a competitor’s?”
B) “What is your company’s estimated customer equity?”
C) “What are the costs involved in the production of your brand?”
D) “What is the budget allocated by your company for research and development?”
E) “What is the financial stability of your company?”
Which of the following is a portfolio-planning tool for identifying company growth
opportunities through market penetration, market development, product development,
or diversification?
A) BCG matrix
B) analysis of variance
C) product/market expansion grid
D) Harris matrix
E) SWOT analysis
An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as
trendsetters who try out new products in the market before others. These three groups
are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
When entering a foreign market, companies typically start with ________, working
through independent intermediaries to sell products produced in the home country.
A) direct exporting
B) embargo
C) product adaptation
D) indirect exporting
E) licensing
In a(n) ________, the vast majority of people engages in simple agriculture and
consumes most of their output.
A) raw material economy
B) subsistence economy
C) industrializing economy
D) emerging economy
E) industrial economy
How can a firm benefit from participating in a horizontal marketing system?
Describe the levels of service that retailers can offer. Provide an example of each type
of retailer.
Why is identifying predatory pricing difficult?
What are the noneconomic criteria that influence government buying?
What is experimental research and when is it used?
Explain the change in buying roles of husbands and wives due to an evolving consumer
lifestyle in the United States. Additionally, describe the effect of this change on
marketers.
Why are profound changes in marketing communications creating both exciting and
scary times for marketing communicators?
Discuss the different levels at which competitors can be identified.
Describe the political-legal factors that a company should consider before deciding to
conduct business in a foreign country.