The affordable method involves setting promotion budgets to match competitors’
outlays.
Kia Motors offers a new car model with the same features as other cars in the same
segment. However, Kia’s model is priced higher than its two main competitors. Kia is
following a more-for-less positioning strategy.
The marketing mix consists of people, property, planning, and position.
The difference between human needs and wants is that needs are not created by
marketers.
A management information system (MIS) assesses information needs, develops needed
information, and helps decision makers use the information.
Individual marketing is also known as one-to-one marketing, mass customization, and
markets-of-one marketing.
Within the organization, buying activity consists of two major parts: the buying center
and the buying decision process.
With the recent explosion of information technologies, companies are finding it difficult
to generate marketing information in great quantities.
A company’s Web site can be an important public relations vehicle.
International divisions can be organized as geographical organizations, world product
groups, or international subsidiaries.
Power centers tend to be smaller than lifestyle centers.
“At Joe’s Diner, we serve great burgers” is a product-oriented business definition.
Ed purchased electronic devices such as PDAs, DVRs, and MP3 players after many
people he knew already owned the devices. Ed belongs to the adopter group called
laggards.
________ positioning involves providing the most upscale product or service and
charging a higher price to cover the higher costs.
A) More for the same
B) More for less
C) Same for less
D) Less for much less
E) More for more
A ________ firm is one that, by operating in more than one country, gains marketing,
production, research and development, and financial advantages that are not available to
purely domestic competitors.
A) global
B) domestic
C) federally chartered
D) direct investment
E) free trade zone
When major chain retailers avoid placing stores in disadvantaged neighborhoods, they
are likely to be accused of the discriminatory practice of ________.
A) embargo
B) licensing
C) redlining
D) puffery
E) scrambled merchandising
Cellpoint uses two-part pricing for its long-distance call charges. Because this is a
service, the price is broken into a fixed fee plus a(n) ________ rate.
A) fixed usage
B) variable usage
C) standard usage
D) market usage
E) optional usage
Which of the following best describes the role of a product steward?
A) to protect employees and laborers from harm
B) to evaluate new-product ideas against a set of general criteria
C) to develop a new-product concept into a physical product
D) to protect the company from liability by proactively ferreting out potential product
problems
E) to decide whether to maintain, harvest, or drop the product in the decline stage of the
PLC
Which of the following is an example of an audiovisual material used by PR
professionals?
A) blogs
B) logos
C) vision statements
D) brochures
E) online videos
Which of the following is a potential downside to using patriotic themes in marketing
programs?
A) Consumers rarely respond to patriotic marketing messages in a favorable manner.
B) A consumer’s societal orientation has no visible impact on product consumption.
C) Patriotism could be viewed as an attempt to gain from a nation’s triumphs.
D) Patriotic Americans may have less disposable income than reformers.
E) Mass marketing has limited appeal among patriotic Millennials.
Which of the following statements is most likely true of market follower strategies?
A) Market followers have the resources to expand the market by developing new users,
new uses, and more usage of its products.
B) Market followers must expand internationally first to ensure distribution
effectiveness, cost savings, and quality control.
C) Market followers should conduct indirect attacks on competitor’s weaknesses to gain
market share quickly and inexpensively.
D) Market followers benefit from pursuing subsegments of target markets due to their
limited
resources.
E) Market followers must keep manufacturing costs and prices low or product quality
and services high.
________ is known as the merging of consumers, products, prices, and retailers.
A) Retail conglomeration
B) Consumer convergence
C) Price merging
D) Retail convergence
E) Retail clustering
How do marketers respond to charges of planned obsolescence?
A) Consumers dislike constant style changes.
B) It promotes the all-American value of consumerism.
C) The product will eventually wear out anyway.
D) Most consumers are materialistic.
E) Consumers get tired of old goods.
Which of the following is a specialized and highly targeted media that an advertiser
might use to reach smaller customer segments?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks
Once managers of The Grecian Urn have decided on their product concept and
marketing strategy, they can evaluate the business attractiveness of the proposal in the
________ stage of the new-product development process.
A) business transformation
B) test marketing
C) business analysis
D) business process reengineering
E) concept testing
Which type of store carries a deep assortment of a particular product line, has
knowledgeable staff, and can be viewed as a giant specialty store?
A) category killer
B) convenience store
C) factory outlet
D) warehouse club
E) off-price retailer
A sales person of a manufacturing company has qualified a number of leads. Which of
the following is most likely the next step in the selling process?
A) calling on all the prospects one by one
B) closing the deal with the most promising prospect
C) learning as much as possible about the qualified prospects.
D) handling all objections raised by the prospects
E) narrating the “value story” to the buyer
A(n) ________ is designed to build customer goodwill, collect customer feedback, and
supplement other sales channels rather than sell the company’s products directly.
A) podcast
B) corporate Web site
C) search engine
D) digital catalog
E) online magazine
Explain how a firm benefits from using sense-of-mission marketing.
What are the noneconomic criteria that influence government buying?
What is a value delivery network?
Discuss sales promotion.
Compare the practices of price fixing and predatory pricing, explaining why each is
prohibited by law.
The potential sales, costs, and profit projections are being determined for a new-product
idea at Art for Kids. Which of the following stages of the new-product development
process does this illustrate?