Because ad agencies often get commissions on media purchases, firms can obtain some
agency services at moderate prices.
a. True
b. False
Selling products that are not in demand in all world markets, such as hand-powered
washing machines for use in countries where electricity is not universally available,
represents an international marketing strategy focusing on
_____.
a. internationalization
b. culturalization
c. nationalization
d. globalization
e. customization
A product mix is best described as .
a. all products offered by a firm
b. product, distribution, promotion, and price
c. similar products sold by one firm
d. all products of a particular type
e. a group of products that are considered a unit because of market, technical, or
end-use considerations
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a
website with a demonstration of a new home hair-coloring system. She later discovers
that her sister-in-law received a free trial kit for passing Andrea’s and four other friends’
e-mail addresses along to the marketer. This is known as:
a. viral marketing.
b. buzz marketing.
c. guerilla marketing.
d. selective demand.
e. personal advertising.
Which of the following describes a disadvantage of using industrial distributors?
a. Industrial distributors possess considerable market information.
b. Their marketing exchange relationships are much focused.
c. They are unlikely to handle bulky items or items that are slow sellers.
d. Industrial distributors sell specific brands aggressively.
e. Industrial distributors acquire title to the products and take possession.
The marketing mix is built around the:
a. product.
b. company.
c. customer.
d. employee.
e. retail outlet.
A firm has conducted market research and found that customer satisfaction with its
product is quite high.
Nonetheless, repurchase behavior is very low. The research design evidently has a
problem with .
a. secondary data
b. reliability
c. validity
d. reporting findings
e. generalizability
Environmental analysis is the process of collecting information about forces in the
marketing environment.
a. True
b. False
As many products are in the maturity stage of the product life cycle, marketers must
know how to deal with these products and be prepared to adjust their marketing
strategies.
a. True
b. False
A marketer’s selection of sales promotion techniques is influenced by the state of the
competitive environment.
a. True
b. False
Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of
digital media into its website. It knows how to appeal to all types of consumers and
utilize the full potential of digital media. The Disney website immediately catches your
attention with sights and sounds that come alive. Not only can you catch a glimpse of
an upcoming movie, but also connect with your favorite characters from movies in the
past. The website offers age-appropriate games and activities, including the ability to
create a fairy-tale cottage. The Disney Parks have their own links of course, along with
Radio Disney, the Disney Store, family vacation packages, and an educator’s corner. An
adult or child can enjoy navigating through the electronic marketing of Disney. The
Disney website is missing , because the website does not offer the opportunity for
customers to directly communicate with Disney employees. Customers cannot express
their needs and wants directly to the company.
a. addressability
b. interactivity
c. accessibility
d. connectivity
e. control
The amount of product a company expects to sell during a specific period at a specified
level of marketing activity is called the .
a. company sales potential
b. revenue estimate
c. company sales prediction
d. market potential
e. sales forecast
Which of the following is not one of the basic types of franchising arrangements?
a. A producer franchising a number of stores to sell a particular brand of product
b. A wholesaler franchising a number of producers
c. A producer franchising a number of wholesalers to sell to retailers
d. The franchising of brand names, techniques, procedures, or services
e. All of these are basic types of franchising.
E-marketing includes the use of mobile phones, but not digital outdoor marketing
devices. a. True
b. False
Scenario 13.2 Use the following to answer the questions.
Star Supplies Inc. manufactures commercial-grade floor cleaners, such as vacuums and
floor polishers. The firm has recently begun manufacturing other janitorial-related
product lines, such as paper products and chemical cleaners. Star Supplies distributes its
products in two ways. It sells its vacuum, floor polisher, and janitorial supply products
to an independent business that takes title to the products and then sells them to various
small businesses throughout the region. Also, Star has a list of large businesses that it
distributes to directly, on an as-needed basis. These businesses keep very little inventory
and purchase janitorial supplies in small quantities. Recently, Star has decided to add
two new service product lines paper shredding and a uniform rental service. Clint
Rodriguez, the marketing manager, is conducting a meeting to discuss the ways in
which Star can strategically manage these new businesses. Star has the choice of
marketing the paper shredding service to their large business clients, by picking up the
paper as they drop off the other janitorial supplies, or they can buy a small paper
shredding business and market to both large and small business customers. With regard
to the uniform rental service, Star can either pick up and deliver the uniforms to the
small businesses themselves, or contract that out to a third party. Refer to Scenario 13.2.
Currently, Star is using the_________ approach to distribute its janitorial supplies to its
large customers.
a. intensive
b. just-in-time
c. segmented
d. outsourcing
e. exclusive