Learning occurs through the interplay of all of the following EXCEPT ________.
A. drives
B. responses
C. cues
D. norms
E. reinforcement
It is most accurate to say that a business plan is used to communicate the performance
and direction of a business to ________.
A. targeted markets
B. consumers
C. government regulators
D. potential investors and stakeholders
E. marketers
When a business determines its overall goals and the steps it will take to achieve them,
the business is conducting ________ planning.
A. mission
B. tactical
C. strategic
D. marketing
E. operational
Monica Carey is a conscientious marketing manager. Sometimes it is unclear what
decisions to make when she and her staff are faced with moral dilemmas. Monica and
other managers could create broad guidelines that everyone in the organization must
follow in the form of a(n) ________.
A. business mission
B. business vision
C. social marketing statement
D. ethics code
E. sustainability statement
The measurement of the effectiveness of new media is becoming ________.
A. standardized
B. more important
C. less important
D. impossible to analyze quantitatively
E. impossible to analyze qualitatively
Axe, a brand of male grooming products targeted at males aged 18-24, focused its
marketing mix on creating a Web presence before launching a more traditional
advertising campaign that included television advertising. The decision to focus on the
Web at first was based on ________.
A. the reach of the Internet among the general population
B. the hope of securing more easily measurable data from viral marketing
C. the target’s level of familiarity with the media
D. the high CPM of network advertising
E. the ineffectiveness of using broadcast to reach mass markets
________ is the processing of stimuli by a recipient who is not aware of the stimuli
being received.
A. Unconscious motivation
B. Cue response
C. Reinforcement
D. Subliminal perception
E. Subconscious drive
Which strategy directs marketing efforts toward end consumers rather than retailers and
wholesalers?
A. pull
B. blitz
C. push
D. integrated marketing communication
E. promotions
A ________ orientation is a marketing philosophy that focuses on ways to satisfy
customers’ unmet needs and wants.
A) consumer
B) promotion
C) sales
D) production
E) social responsibility
A marketer who first identifies consumer needs and then creates value by providing
products that satisfy those needs is practicing the ________.
A) sales orientation
B) marketing concept
C) customer lifetime value concept
D) production orientation
E) social responsibility concept
A ________ measures how well each selected media vehicle performs in terms of its
estimated audience delivery and cost.
A. make-good
B. media schedule
C. media flowchart
D. media audit
E. media optimization
The Federal Trade Commission examines advertising from the point of view of a
________.
A. vulnerable consumer
B. reasonable consumer
C. marketer
D. competitor
E. disadvantaged consumer
Successful integrated marketing communications will result in a company’s
mass-market advertisements, Web site, direct mail, and personal selling
communications all having ________.
A. equal portions of the advertising budget
B. independent communications directors
C. separate marketing objectives
D. media optimization plans
E. a consistent message
A focus group would most likely be used in the ________ stage of new product
development.
A. idea screening
B. concept development
C. test marketing
D. commercialization
E. business analysis
Refer to the scenario below to answer the following questions.
Fun-Spot Fun Park began as a small amusement park in 1985. Starting with nothing
more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot has
grown into a popular family attraction with 20 rides, a restaurant, and an outdoor
performing arts theater.
“My wife, Gail, and I didn’t know what we were getting into,” commented Ron Hart,
the owner. “We just knew that weekenders coming to the lakes in our rural area
represented an untapped market.”
Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even
senior citizens who enjoy strolling through the gardens and arbor.
“There’s something here for everyone,” Gail Hart said with a smile. “Dozens of
companies hold annual company picnics here. We have welcomed class field trips. And
we even had one wedding here at the park!”
“Here’s the funny thing,” Ron chimed in. “We really don’t know why we’ve been so
successful! There is nothing else like Fun-Spot Fun Park in the area. We were just
lucky.”
“I think it’s the ambience of the park that has brought so many visitors,” Gail added.
“We provide a ‘total package’ of entertainment. Plus, we try to change our rides and
various attractions from time to time.”
Ron and Gail Hart admitted that making every visitor happy is a priority. “That has
always been our philosophy,” they said. “Like it says on the entrance to the park, ‘We’re
here to make you happy!’ And we’ve always been able to deliver on that because we’ve
never allowed ourselves to grow too big too quickly.”
Which of the following would be classified as an opportunity in a SWOT analysis of
Fun Spot?
A. A rival amusement park announces plans to open three new rides next season.
B. A new luxury hotel is being constructed in the area, with the aim of luring more
high-spending families on vacation.
C. Gail and Ron have paid off the mortgage on Fun Spot, significantly reducing their
monthly expenses.
D. Fun Spot employees tend to be enthusiastic and young, projecting an image of fun
and vitality at Fun Spot.
E. Fun Spot plans to further diversify its offerings by beginning a two-week summer
camp for elementary school students.
Manufacturers’ ________ represent a buyer or seller on an ongoing basis, replacing the
manufacturer’s sales team.
A. brokers
B. franchisers
C. agents
D. retailers
E. intermediaries
Increasing sales will most likely occur at which stage of the PLC?
A. introduction
B. maturity
C. growth
D. decline
E. product development
The purpose of a sponsorship is to ________.
A. immediately increase sales
B. influence brand awareness and attitudes
C. convey a specific brand message
D. encourage immediate consumer action
E. establish a dialogue about consumers’ concerns
An advantage of a vertical marketing system (VMS) in comparison to a conventional
channel organization is that it acts as a(n) ________ system.
A. unified
B. more creative
C. profit-driven
D. customer-driven
E. independent
Which of the following strategies would a company most likely use to increase
customer perceived value?
A. decreasing the variety of offered services
B. reducing data mining practices
C. lowering prices
D. “firing” unprofitable customers
E. limiting customer experiences with a brand
For a marketing-mix strategy to be effective, it is LEAST important for marketers to
consider which of the following factors?
A. How will each marketing mix element interact with the other elements?
B. How consistent is the marketing mix with the company’s mission and vision?
C. Does the marketing mix have the ability to achieve business objectives?
D. What is the level of risk and exposure the business will take with the marketing mix?
E. How will customer data be collected?
Which of the following would NOT be considered a situational influence on consumer
decision making?
A. the purchase environment
B. the digital environment
C. time
D. lifestyle
E. context
A ________ is a series of steps that include collection, analysis, and presentation of
information for use in making marketing decisions.
A. primary data collection
B. secondary and primary data collection
C. marketing decision support system
D. pure research process
E. marketing information system
Bringing a brand to life by creating an experience that reflects the values of a brand is
known as ________.
A. brand activation
B. brand valuation
C. cause marketing
D. social marketing
E. viral marketing
What should a salesperson do during the fifth step of the personal selling process?
A. block objections
B. anticipate and address objections
C. begin building a bridge to the next sale
D. wait for signals that the customer is ready to buy
E. indirectly ask the customer for her business
Customer loyalty, commitment, and equity are all factors that can build ________.
A. brand equity
B. brand positioning
C. brand alliances
D. brand personality
E. brand knowledge
________ is a company’s ability to set a high price without a significant deterioration in
market share.
A. Variable cost
B. Pricing power
C. Target cost
D. Fixed cost
E. Unit cost
Refer to the passage below to answer the following questions.
Selman & Saks, a maker of men’s and women’s razors and electric hair trimmers, had
little reason to become involved in the global arena. But after acquiring Wellman
Enterprises, whose largest division engages in a licensing agreement with a German
firm to produce women’s hosiery, managers at Selman & Saks wondered just whether a
company-wide global focus would be more profitable after all.
Managers at Selman & Saks studied Wellman’s licensing agreement in great detail.
Though seeing first-hand the benefits Wellman found with the licensing agreement,
managers decided that Selman & Saks would target the French market merely via
exporting.
With the assistance of a domestic export department, the Selman & Saks razors and hair
trimmers entered France. For six months, sales were mediocre. But after that, sales
suffered. Opinions varied among numerous managers as to the cause of the failure.
“Who knows the local market better than people who live there?” was a comment heard
throughout Selman & Saks. “Maybe we needed an alliance with a French firm, or a
licensing agreement, before racing to get there.”
Based on the passage, Selman & Saks entered the French market to gain which of the
following benefits of global trade?
A. access to new consumer markets
B. access to less expensive labor
C. access to less expensive materials
D. access to foreign investment incentives
E. the ability to offset domestic economic cycles
Helene Curtis began to market shampoo for normal hair. In an attempt to increase
profits and use excess market capacity, Helene Curtis then marketed shampoo for oily
hair and color-treated hair. This is an example of a(n)________.
A. horizontal line extension
B. vertical line extension
C. vertical brand extension
D. horizontal brand extension
E. co-branding
Management of a company that adheres to the principle of integrated marketing
communications is most likely to believe which of the following?
A. The use of multiple marketing delivery methods is advantageous.
B. The use of a single marketing delivery method is advantageous.
C. Long-term relationships with customers are best nurtured through sales promotion.
D. Long-term relationships with customers are best nurtured through public relations.
E. Short-term relationships with customers are more profitable than long-term
relationships with customers.