Ursula Jenkins, a fifty-one-year-old school teacher from Nebraska, believes that people
should choose a profession they like, which is an example of Ursula’s ________.
A) secondary belief
B) core belief
C) core value
D) work ethic
E) moral code
A ________ is made up of the company, suppliers, distributors, and customers who
partner with each other to improve the performance of the entire system.
A) value delivery network
B) horizontal channel
C) consumer base
D) product delivery network
E) product line
The Attic Trunk opened in 1979 as an upscale dress shop in Forest Ridge’s fashionable
shopping district, catering to a wealthy, mature clientele consisting mostly of older,
first-generation Hispanics. Many other specialty shops lined the main avenue over the
next few years. But as Forest Ridge began to attract a more price-conscious, younger,
and more demographically diverse population, the once-popular shopping district was
increasingly perceived as stodgy and snobby by the new segment of customers.
By the late 1980s, many of these specialty shops suffered financially. Most shops
attracted only tourists who enjoyed browsing through the displays of alligator belts and
shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by
the late 1980s. In fact, the owners had observed that the once-fashionable shopping
district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele
had been replaced with price-conscious families with children, a mix of Asian and
African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name
apparel, colognes, and jewelry. Other owners followed suit in the early 1990s, bringing
restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Which of the following best supports the idea that The Attic Trunk’s mature, wealthy
clientele can remain a viable target market?
A) Older, first generation Hispanic consumers are not especially family-oriented.
B) Older, first-generation Hispanic consumers favor sellers who show special interest in
them.
C) Older, first generation Hispanic consumers tend to be very price conscious.
D) Older, first generation Hispanic consumers tend to display little brand loyalty.
E) Older, first generation Hispanic consumers are motivated by mainstream marketing.
In ________, the producer marks the reduced prices directly on the label or package.
These offer consumers savings off the regular price of a product and are very effective
in stimulating short-term sales.
A) promotional products
B) coupons
C) cents-off deals
D) samples
E) rebates
Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is known as ________.
A) positioning
B) segmenting
C) diversifying
D) prospecting
E) satisficing
Many marketers use the self-concept premise that people’s possessions contribute to and
reflect their identities-that is, “we are what we consume.” According to this premise,
consumers ________.
A) buy products to support their self-images
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research
Which of the following companies uses product line pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own expensive
batteries
B) Mobile Point, which launched a range of cell phone models, each priced according
to its features
C) Penguin’s Parlor, which offers customers a 20% discount on their birthdays and
certain holidays
D) Green Thumb, which gives away free watering cans with the purchase of certain
potted plants
E) Panizza, whose combo meals are priced lower than the individual components sold
together
Most people laughed when Evelyn Ringler explained her product idea: a solar-powered
vacuum cleaner. But the concept was practical and the technology used in the vacuum
was the same as that used in many electronic toys. After setting up a demonstration
booth in a mall in a Chicago suburb, Evelyn felt more assured than ever that her idea
would be a hit. Consumers seemed receptive and offered helpful pieces of advice, such
as how much they would pay for the vacuum, what colors they would prefer, and why
they would not buy the vacuum.
The vacuum itself was shaped like a small saucer, with a filter bag on top and sensory
nodes along the edges. After being charged in the sunlight, the vacuum could run for 7
hours, covering a floor area of 600 square feet. As the apparatus lightly bumped into
table legs, chairs, and so on, the sensory nodes allowed the vacuum to move around the
objects in various directions. This is the same type of technology used in the
manufacture of children’s race cars and walking dolls.
Evelyn knew that the solar-powered vacuum would be especially helpful to both elderly
consumers, who may have a more difficult time with vacuuming, and on-the-go
consumers who lead busy lives. The price would be above average but would likely be
reduced after Evelyn recouped some of her costs.
After a 500-unit production run and a substantial financial investment, Evelyn set up a
multiple-city test market, in a Chicago mall and in an appliance store in New Jersey and
several other retail stores in Florida. “It’s such a novel idea,” Evelyn added. “People will
notice it, even if they don’t buy it right away.”
Which of the following stages of the new-product development was Evelyn involved in
when she set up a demonstration booth to learn about consumers’ feelings toward her
vacuum cleaner?
A) concept testing
B) marketing strategy development
C) idea screening
D) commercializing
E) crowdsourcing
Kirk Wilkins renewed his cell phone contract with Zip Wireless Services and purchased
a new cell phone through the Zip Web site. If Kirk mails Zip Wireless Services his
transaction receipt, he would be eligible to receive $50 as cash refund. Which of the
following types of sales promotion is evident here?
A) point-of-purchase promotion
B) advertising specialty
C) premium
D) price pack
E) rebate
Which of the following is an example of a convenience product?
A) fast food
B) diamond ring
C) furniture
D) life insurance
E) refrigerator
Double Drill Inc. segments its foreign markets by per capita income. This firm
segments the international markets based on ________.
A) political factors
B) legal factors
C) geographic location
D) economic factors
E) cultural factors
Even when competing offers look the same, buyers may perceive a difference based on
________ differentiation.
A) image
B) people
C) price
D) channel
E) services
Which of the following statements is true of cultural factors that influence consumer
behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing
and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value
system.
E) Hispanic Americans and African Americans are examples of racially-segregated
groups and not subcultures.
Which of the following best explains why public relations is often overlooked as a tool
for supporting product marketing objectives?
A) Public relations departments are typically large divisions within corporations.
B) The time and costs associated with public relations prohibit its extensive use.
C) Public relations specialists lack the skills necessary to work with marketing experts.
D) Many public relations professionals see their jobs as communicating not brand
building.
E) The public relations department handles stockholders and legislators but not
employees.
________ are those runner-up firms that are working to increase their market share in
an industry.
A) Market leaders
B) Market challengers
C) Market followers
D) Market mavens
E) Market nichers
In which situation is the market dominated by one seller?
A) pure monopoly
B) monopolistic competition
C) oligopolistic competition
D) pure competition
E) free market
In 1994, ________ established a free trade zone among the United States, Canada, and
Mexico.
A) GATT
B) WTO
C) NAFTA
D) EU
E) CAFTA
Craigslist.com and eBay are popular market spaces that facilitate the online exchange of
goods and information in the form of ________ online marketing.
A) B-to-C
B) B-to-B
C) C-to-C
D) C-to-B
E) B-to-G
Companies that use brand ambassadors are most likely involved in ________
marketing.
A) ambush
B) spam
C) buzz
D) viral
E) database
A successful CRM program is expected to help a company achieve all of the following
EXCEPT ________.
A) provide higher levels of customer service
B) develop deeper customer relationships
C) create offers tailored to meet specific customer requirements
D) understand the competition better
E) pin-point high value customers and cross-sell products