__________________ affords the marketing manager an opportunity to develop a
rational pricing strategy across a complete line of related items.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
Automobile manufacturers must comply with regulations set by the National
Transportation and Safety Board. A discussion of this would be included in the
________ part of a marketing plan.
A. Sociocultural/demographic
B. Firm structure and systems
C. Political, legal, and ethical
D. Firm resources
E. Threat of new entrants
When Maria purchases laundry detergent she is able to easily recall and process
information about Tide, but this does not happen for other brands. This is an example of
the _______ benefit of brand equity for customers.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty
Business markets are characterized by having ___________________.
A. Thousands of customers
B. Few but larger customers
C. Any number of customers
D. Few but smaller customers
E. Many smaller customers
Firms that develop such close relationships with customers that they seem to deliver
customized goods and services are engaged in ____________ marketing.
A. Concentrated target marketing
B. One-to-one marketing
C. Differentiated marketing
D. Undifferentiated marketing
E. Shotgun marketing
In an administered VMS, the sheer size and power of one of the channel members
places it in a position of channel control. The lead player in such situations may be
referred to as the ______________, signifying its ability to control many aspects of that
channel’s operations.
A. Lieutenant
B. Retailer cooperative
C. Wholesaler cooperative
D. Channel captain
E. Partner relationship management (PRM) strategies
Maryanne has noticed that one of the manufacturing teams has lost productivity over a
six-month period. She puts together a document that describes the productivity loss and
does a study to determine the cause. She finds that one of the key machines in the
process breaks down often. Maryanne asks several machine manufacturers to come in
to make proposals for new machines. Maryanne is playing the role of ________.
A. Influencer
B. Gatekeeper
C. Initiator
D. User
E. Decider
A good reason to use radio advertising is that ___________.
A. It appeals to multiple senses
B. It has a long shelf life
C. It is high involvement
D. It can target specific audiences
E. All are good reasons to choose radio
It is possible that a(n) ________________ can be more formally structured through
strategic alliances and partnership agreements among channel members that agree to
work in mutual cooperation. An example of this is the relationship between Walmart
and Procter & Gamble.
A. Insourcing arrangement
B. Vertical marketing system (VMS)
C. Corporate VMS
D. Contractual VMS
E. Administered VMS
The objective of paying a salary is to ___________.
A. Motivate effort on nonselling activities
B. Adjust for differences in territory potential
C. Stimulate additional effort
D. Both motivate effort on nonselling activities and adjust for differences in territory
potential
E. Motivate effort on nonselling activities, adjust for differences in territory potential,
and stimulate additional effort
The marketing manager for Dream Weaver Textiles reads in a trade magazine that the
Federal Trade Commission is in the process of revising content labeling requirements
for textiles that claim to be natural. This represents the _________ part of external
forces that affect marketing decisions.
A. Economic
B. Demographic
C. Technological
D. Political/legal
E. Competitive
___________________ entails gaining a commitment from a customer to a basic
product or system that requires continual purchase of peripherals to operate.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
Income segmentation is a commonly used segmentation technique. It has some
problems, however, such as ___________.
A. It is difficult to collect quality marketing research on income due to people
purposely misstating or refusing to reveal their income
B. It is too simple to use
C. It correlates with occupation so it is difficult to know which is better
D. It is time-consuming to study consumers’ buying habits based on their income
E. None of these
In the B2B market, test marketing is ________.
A. Identical to the B2C market
B. Smaller in scope and involves fewer individuals and companies
C. Larger in scope and involves more individuals and companies
D. Extremely different than B2C because of the magnetic variance of the enterprises
E. None of these
______________ is one of the stages in the personal selling process.
A. Prospecting for customers
B. Opening the relationship
C. Following up with customers
D. Both prospecting for customers and opening the relationship
E. Prospecting for customers, opening the relationship and following up with
customers
The marketing managers of Brand Z Shoes have clearly defined their research problem
as “If we increase our promotions expenditures, by what percentage will it increase
sales?” They have also decided that they need primary data to answer this question, and
to collect these data they will use _______ research.
A. Qualitative
B. Mechanical
C. Exploratory
D. Quantitative
E. Case-based
Body Builders Gym’s marketing team wants to stay open until 3:00 a.m. The gym
currently closes at midnight. Most likely, this would be classified as ________ in
Ansoff’s Product-Market Matrix.
A. Market diversification
B. Marketing strategy development
C. Market penetration
D. Product development
E. Market development
Goals for promotion include _______.
A. Inform
B. Remind
C. Persuade
D. Both Inform and Persuade
E. Inform, Remind, and Persuade
Growth, stability, and retrenchment refer to a firm’s position relating to its ________.
A. Specific strategy
B. Generic strategy
C. Future strategy
D. Marketing strategy
E. Corporate strategy
Krista wants to buy a new foaming soap dispenser. Currently the store is running a
special that she gets the dispenser for free when she purchases the largest refill of soap.
The pricing strategy being used for the dispense and soap is _____________________.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing