Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid
shopper. Which online marketing tool will benefit Joanna the most to help her shop?
A) e-mail messages from sites to which she subscribes
B) banking app for her bank
C) instant deals and digital coupons
D) YouTube video
E) Facebook friends
Chronos Inc. designs and markets different brands of cycling watches. Each brand has a
single unique feature: the Chronos Cosmos has a heart rate monitor, the Chronos
Acumen is designed for older cyclists who prefer a large display, and the Chronos Aegis
has a GPS function. Which of the following is evident here?
A) channel differentiation
B) service differentiation
C) product differentiation
D) people differentiation
E) image differentiation
________ is the process of developing and maintaining a crucial fit between the
organization’s goals and capabilities and its changing marketing opportunities.
A) Benchmarking
B) SWOT analysis
C) Market segmentation
D) Strategic planning
E) Diversification
Compare and contrast closed-ended questions and open-ended questions for gathering
data.
If Azerbaijan imported wheat from Romania in exchange for crude oil, and Vietnam
exchanged rice for Philippine fertilizer and coconuts then these scenarios would be
examples of ________.
A) cash transaction
B) compensation
C) buyback
D) blocked currency
E) barter
The ________ limits the number of commercials aired during children’s programs.
A) Children’s Online Privacy Protection Act
B) Child Protection Act
C) Fair Packaging and Labeling Act
D) Children’s Television Act
E) Consumer Product Safety Act
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon when they
tried the new makeup. In terms of the communication model, the medium of this ad is
________.
A) Melina Kanakaredes
B) Ladies’ Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to which Melina Kanakaredes appeals
During the ________ step of the selling process, the salesperson tells the value story to
the buyer, showing how the company’s product or service solves the customer’s
problems.
A) prospecting
B) preapproach
C) presentation
D) closing
E) follow-up
Babita Singh, a fifty-one-year-old schoolteacher from Los Angeles, believes that people
should choose a profession they like, which is an example of Babita’s ________.
A) secondary belief
B) core belief
C) core value
D) work ethic
E) moral code
In a straight rebuy, ________.
A) the “in” suppliers try to maintain product and service quality to keep the business
B) the “in” suppliers feel pressured to protect an account
C) the “out” suppliers view the situation as an opportunity to gain new business
D) a company buys a product or a service for the first time
E) buyers are keen on revising product specifications
The two major citizen movements to keep businesses in line are environmentalism and
________.
A) consumerism
B) protectionism
C) liberalism
D) capitalism
E) materialism
________ refers to how a company will create differentiated value for targeted
segments and what positions it wants to occupy in those segments.
A) Targeted marketing
B) Market segmentation
C) Product positioning
D) Value proposition
E) Niche marketing
Which of the following factors has most likely contributed to the rapid growth of sales
promotion, particularly in consumer markets?
A) declining interest in quality
B) declining advertising efficiency
C) rising hostility toward large firms
D) increasing popularity of e-procurement
E) increasing number of international firms
Consumers learn about new products for the first time and make the decision to buy
those products during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage
You want to advertise your new product. You want good mass marketing coverage and
low cost per exposure. You also want to combine sight, sound, and motion and make the
advertisement appealing to the senses. You should choose ________ as your advertising
media.
A) newspaper
B) radio
C) magazines
D) television
E) direct mail
Which of the following generational groups is most comfortable with digital technology
and embraces that technology?
A) Generation X
B) Millennials
C) Baby Boomers
D) Silent Generation
E) Lost Generation
________ products are those products purchased for further processing or for use in
conducting a business.
A) Unsought
B) Specialty
C) Shopping
D) Industrial
E) Convenience
Companies can identify their competitors from both ________ points of view.
A) industry and market
B) product and customer
C) customer and location
D) location and product
E) product and strategy
La Belle released a cut glass bottle of perfume at $299 per item, even though its major
competitor prices its signature scent at $99 per item. La Belle reasons that customers in
search of luxury goods will prefer its product because they are likelier to believe that
high price indicates superior quality. What price adjustment strategy is evident in its
reasoning?
A) seasonal pricing
B) time-based pricing
C) captive product pricing
D) psychological pricing
E) location-based pricing
Which of the following is most likely an advantage of survey research?
A) The flexibility of survey research is high; it can be used to obtain many different
kinds of information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural
environments.
C) The chances of getting dishonest feedback are almost negligible with survey
research.
D) The attitudes and motives of the customers can be easily determined through survey
research.
E) The data gathered in survey research is impartial and free from bias as the surveys
are done in-person to evaluate consumer behavior.
The McDonald’s fast-food restaurant chain uses Ronald McDonald, a clown, as its
primary character. Which message execution style is used by McDonald’s?
A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life
You receive a report that 68 percent of your target market has been exposed to your ad
campaign during a given period of time. Which of the following aspects of media
selection is represented by this information?
A) frequency
B) reach
C) impact
D) engagement
E) qualitative value
Product planners need to consider products and services on three levels. Each level adds
more customer value. The most basic level is the ________, which addresses the
question, “What is the buyer really buying?”
A) an actual product
B) an augmented product
C) core customer value
D) co-branding
E) exchange value