Ursa Martin, a book publisher, has decided to work with Hope in Children, a charity
foundation that helps feed and educate children in poor countries. Ursa Martin has
decided that a percentage of revenue from every book it sells will go to the charity. The
books are marketed by conveying this message to customers. Which of the following
marketing techniques describes Ursa Martin’s association with Hope in Children?
A) joint venture marketing
B) cause-related marketing
C) niche marketing
D) green marketing
E) test marketing
Answer:
________ 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
Answer:
People who buy magazines that they like or who opt in to e-mail, social media, or
mobile marketing programs rarely complain about the ads because they involve
products and services of interest. This is counter to the claim that the marketing system
creates ________.
A) minimalistic social costs
B) the creation of false wants
C) excessive materialism
D) high promotion costs
E) cultural pollution
Answer:
When the size, purchasing power, and profiles of a market segment can be determined,
the market segment is said to be ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) observable
Answer:
________ represent buyers or sellers on a more permanent basis than brokers.
A) Distributors
B) Franchisees
C) Agents
D) Retailers
E) Manufacturers
Answer:
Which of the following pricing strategies charges the same price plus freight to all
customers, regardless of their location?
A) basing-point pricing
B) freight-absorption pricing
C) FOB-origin pricing
D) zone pricing
E) uniform-delivered pricing
Answer:
Jones & Company, a major retail chain across the United States, offers a wide range of
consumer goods such as clothing, furniture, home appliances, cosmetics, jewelry, and
food. Jones & Company is best described as a ________.
A) supermarket
B) department store
C) specialty store
D) pop-up store
E) category killer
Answer:
Which of the following is true of exporting?
A) It is the most complex way to enter a foreign market.
B) It involves the association of companies with host country partners.
C) It typically requires products to be extensively modified for the foreign market.
D) It involves the least change in a company’s product lines.
E) It involves a huge investment if done through independent international distributors.
Answer:
When a company makes marketing decisions by considering consumers’ wants and
interests, the company’s requirements, and society’s long-run interests, it is most likely
practicing ________ marketing.
A) value
B) societal
C) sense-of-mission
D) consumer-oriented
E) customer value
Answer:
Which of the following terms best describes the process of designing and producing a
container or wrapper for a product?
A) labeling
B) positioning
C) licensing
D) packaging
E) branding
Answer:
Company and brand positioning should be summed up in a ________.
A) mission statement
B) vision statement
C) profit statement
D) positioning statement
E) corporate statement
Answer:
When a market segment is large or profitable enough to serve, it is termed ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) differentiable
Answer:
If men and women respond dissimilarly to the marketing efforts for a root beer-flavored
malt beverage, they are considered ________ market segments.
A) accessible
B) measurable
C) reachable
D) differentiable
E) observable
Answer:
In which of the following circumstances is an organization likely to engage in full
partnerships with key consumers?
A) when the market has few customers and high margins
B) when the market has a huge number of customers
C) when the firm has a frequency marketing program
D) when the firm has a large number of low-margin customers
E) when the firm has few marketing resources at its disposal
Answer:
Which type of economy consists mostly of households with very low family incomes?
A) post-industrial
B) developed
C) emerging
D) industrial
E) subsistence
Answer:
Traxx is a newly emerging shoe manufacturing company. After extensive market
research, Traxx divides its market into professional athletes, “hobbyists” or amateur
players, and people who wear shoes as part of their casual attire. Each category has its
own needs, traits, and marketing goals. In this scenario, Traxx has engaged in market
________.
A) development
B) positioning
C) diversification
D) segmentation
E) penetration
Answer:
Henry Ford’s philosophy was to perfect the Model-T so that its cost could be reduced
further for increased consumer affordability. This most likely reflects the ________.
A) customer-driving marketing concept
B) marketing concept
C) societal marketing concept
D) production concept
E) selling concept
Answer:
Which of the following is most likely true of a product in the maturity stage of the
product life cycle?
A) Sales are zero, and the company’s investment costs mount.
B) New competitors enter the market.
C) A slowdown occurs in sales growth.
D) Sales increase with decreasing competition.
E) New distribution channels are acquired.
Answer:
Kids.com is an online retailer that buys clothing from a variety of brand name
manufacturers at less-than-regular wholesale prices and then charges customers less
than retail. Kids.com is an example of a(n) ________.
A) specialty retailer
B) independent off-price retailer
C) departmental retailer
D) full-service retailer
E) category killer
Answer:
Which types of stores are characterized by specialty goods for which customers need
assistance and higher operating costs that are passed along to customers as higher
prices?
A) self-service stores
B) convenience stores
C) full-service stores
D) discount stores
E) off-price stores
Answer:
The second part of a marketing strategy statement describes the ________ of a new
product.
A) marketing mix strategy
B) profit and sales goals
C) planned price, distribution, and marketing budget
D) target market and sales goals
E) planned value proposition
Answer:
Sales managers use a ________ that shows which customers and prospects to pursue
and which activities to carry out.
A) call plan
B) sales quota
C) sales contest
D) bonus plan
E) straight commission
Answer:
Stores offering low-quality alternatives to luxury products at low prices most likely
follow a ________ positioning strategy.
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) more-for-more
Answer:
Which of the following media is most suitable for advertising a product that needs to be
demonstrated?
A) television
B) radio
C) newspaper
D) magazine
E) billboard
Answer:
Which of the following account for the largest portion of firms’ online advertising
spending?
A) display and search-related advertisements
B) search-related and rich media advertisements
C) digital and rich media advertisements
D) community Web sites and blog posts
E) blog posts and digital media
Answer:
________ refers to a channel stretching from raw materials to components to final
products that are carried to final buyers.
A) A supply chain
B) A marketing channel
C) A market segment
D) A demand chain
E) A marketing-mix channel
Answer:
Some companies intentionally manufacture their products with materials or components
that will break, wear, rust, or rot sooner than they should. This practice is called
________.
A) perceived obsolescence
B) redlining
C) planned obsolescence
D) puffery
E) reverse redlining
Answer:
The ________ concept holds that consumers will favor goods and services that offer the
most in quality, performance, and innovative features.
A) societal marketing
B) marketing
C) selling
D) production
E) product
Answer:
A brand difference is said to be preemptive if ________.
A) competitors cannot easily copy the difference
B) buyers can afford to pay for the difference
C) the difference can be introduced profitably
D) the difference is communicable
E) the difference is beneficial to customers
Answer:
When Toyota announces a product recall on its Camry model due to a faulty igniter,
they are using ________ to coordinate with dealers and car owners.
A) reverse logistics
B) outbound logistics
C) inbound logistics
D) inventory logistics
E) disintermediation
Answer:
________ is best suited for descriptive research.
A) An online discussion
B) Ethnographic research
C) Netnography research
D) A survey
E) A focus group
Answer:
Which of the following has been limited in recent years by the implementation of the
National Do Not Call Registry?
A) calls by nonprofit groups
B) business-to-business telemarketing
C) unsolicited outbound telemarketing by businesses
D) inbound telephone marketing
E) “opt-in” calling systems
Answer:
The Vitamin Shoppe sells natural vitamins and supplements. Product prices are adjusted
frequently to meet the needs of individual customers. For example, long-time customers
receive discounts. This strategy is most likely an example of ________ pricing.
A) zone
B) competition-based
C) dynamic
D) basing-point
E) penetration
Answer:
________ occurs when a company uses its existing brand name for new forms, colors,
sizes, ingredients, or flavors of an existing product category.
A) Line extension
B) Co-branding
C) Private labeling
D) Brand extension
E) Clustered branding
Answer:
In which step of the selling process does a salesperson learn as much as possible about
a prospective customer before making a sales call?
A) approach
B) follow-up
C) demonstration
D) handling objections
E) preapproach
Answer: