According to Ansoff’s Product-Market matrix, market development strategies allow the
firm to introduce existing products to new customers, often including international
markets.
Firms today are beginning to understand the importance of marketing metrics to assess
marketing performance.
When consumers purchase a product for the purpose of making a value decision in the
product adoption process, it is called the trial stage.
Public relations and advertising are among the most commonly outsourced functions in
marketing because of the specialization required to be successful in each.
Gender roles are behaviors regarded as proper for men and women in a particular
society. These roles do not change over time, but they do change across cultures.
Consumers around the world want to purchase when they are ready and expect the
product to be available on demand.
Don Peppers and Martha Rogers popularized the term one-to-one marketing.
Regardless of whether the setting is B2C or B2B, the vast majority of costs are
associated with the purchase price.
Maria identifies with a specific religious group, which is a smaller subset of her culture.
Maria’s religious group is an example of a(n) _____.
A.Institution
B.Social group
C.Support network
D.Subculture
E.Society
A subculture is a group within the culture that shares similar cultural artifacts created by
differences in ethnicity, religion, race, or geography. Maria’s religious group is an
example of subculture.
The marketing manager of ABC Shoes is beginning to develop a promotional strategy
for a new line of casual shoes. The first thing she must do is _______.
A.Select the promotion mix
B.Establish goals for promotion
C.Prepare promotion budget
D.Identify targets for promotion
E.Develop the message
It is not possible for the marketing manager to make sense of developing a promotional
strategy until the targets are selected.
Many Harley-Davidson owners have tattooed the company logo on their bodies. The
HOG (Harley Owners Group) boasts a large membership willing to spend a lot of
money on all things Harley. Indeed, Harley-Davidson has come to symbolize more than
a motorcycle; it is a lifestyle. This is an example of _____ customers.
A.Brand Aware
B.Brand Confused
C.Brand Loyal
D.Brand Committed
E.Brand Identified
Loyal customers become advocates for the brand and promote it through many means
of communication (i.e., blogs, online communities, word of mouth). Since
Harley-Davidson owners are promoting the brand through tattoos and a group, they are
brand loyal customers.
Peter Drucker, the father of modern management, believed that marketing
_____________.
A.Should be a separate function within the business
B.Is the business as seen from an internal point of view
C.Is the business as seen from the customer’s point of view
D.Should be considered solely as a department contributing to the firm’s success
E.Should improve the quality of life for society
Peter Drucker says, “Marketing is so basic that it cannot be considered a separate
function (i.e., a separate skill or work) within the business . . . it is, first, a central
dimension of the entire business. It is the whole business . . . seen from the customer’s
point of view.”
__________ is NOT a marketing function.
A.Research
B.Advertising
C.Brand development
D.Public relations
E.Research and development
Although marketers conduct consumer research, they do not conduct R&D.
Some large retailers require suppliers to ship products that have Radio Frequency
Identification (RFID) tags to facilitate the tracking of products. Other firms may
consider implementing this cost-saving tactic. Most likely a description of this would be
in the _____________ part of a marketing plan.
A.Economic situation
B.Natural factors
C.Technological factors
D.Bargaining power of suppliers
E.Marketing capabilities
RFID is a technology. So a description of this would be included in the technological
factors part of a marketing plan.
Many charities, cause-related marketers, and politicians use _____ to elicit support. The
Salvation Army’s tagline “Doing the Most Good” reflects this.
A.Moral appeals
B.Rational appeals
C.Emotional appeals
D.Explicit appeals
E.Implicit appeals
A moral appeal in promotional messaging is used to strike a chord with a target
customer’s sense of right and wrong. Many charities, cause-related marketers, and
politicians use moral appeals to elicit support. The Salvation Army uses a tagline
“Doing the Most Good” to reflect its reputation of providing more benefits out of
donation dollars than many other charities.
A manufacturer employing a pull strategy would engage in ____________.
A.Consumer contests
B.Advertising in mass media
C.Sales force contests
D.Store displays
E.A & B
Consumer contests and advertising in mass media are two of the ways in which a pull
strategy can be implemented.
In a(n) _______________, the sheer size and power of one of the channel members
places it in a position of channel control.
A.Value chain
B.Matrix organization
C.Corporate VMS
D.Contractual VMS
E.Administered VMS
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 channel leader, signifying its ability to control many aspects of that
channel’s operations.
The concept of engaging in a learning relationship with customers and directing the
firm’s resources to making each product or service to feel tailored is known as ____.
A.Market orientation
B.Product orientation
C.Differentiation orientation
D.One-to-one marketing orientation
E.Relationship orientation
One-to-one marketing orientation uses firm’s production and service capabilities to
fulfill customer’s needs in as custom a manner as possible.
The two fundamental approaches to learning include ____ and ____.
A.Coaching, listening
B.Trial and error, coaching
C.Coaching, conditioning
D.Conditioning, cognitive learning
E.Conditioning, trial and error
Conditioning and cognitive learning are the two fundamental approaches to learning.
Conditioning refers to reacting to stimuli and cognitive learning is more active and
involves mental processes that acquire information to work through problems.
The price of a barrel of oil has varied dramatically in the last few years. When the price
of oil is high, automobile drivers look to find ways to drive less. An examination of this
issue would be in the ____________ section of the marketing plan.
A.Bargaining power of buyers
B.Bargaining power of suppliers
C.Threat of new entrants
D.Threat of substitute products
E.Rivalry among existing firms
Bargaining power of buyers indicates the degree to which customers affect prices of the
products. Thus when automobile drivers look to find ways to drive less when the oil
price rises, the demand for oil will reduce which would bring down the oil price.
Utilization of symbols, atmosphere, and creative media to create differentiation leads to
_________ leadership.
A.Convenience
B.Image
C.Innovative
D.Price
E.Personnel
Utilization of symbols, atmosphere, and creative media to create differentiation leads to
image leadership. For example, BMW.
A channel of distribution consists of interdependent entities that are
__________________.
A.Aligned for the purpose of transferring possession of a product from producer to
consumer or business user
B.Aligned for the purpose of evaluating the quality of the product at each stage in a
supply chain
C.Interconnected to perform manufacturing before a transporter takes the finished
product
D.Working together to develop new products
E.None of the above
A channel of distribution consists of interdependent entities that are aligned for the
purpose of transferring possession of a product from producer to consumer or business
user. Thus, it facilitates the exchange process.
Braum’s Ice Cream and Dairy Store chain started in the 1930s as a family dairy farm in
Kansas. Over time the Braum family acquired almost every aspect of its distribution
channel-milk processing, other product manufacturing, transportation, warehousing,
and the Braum’s stores. This is an example of _____________.
A.Diversification
B.Horizontal integration
C.Corporate VMS
D.Contractual VMS
E.Administered VMS
In corporate VMS, a channel member has invested in backward or forward vertical
integration by buying a controlling interest in other intermediaries. Hence, this is an
example of corporate VMS.
Variety is the number of product categories offered by a retailer and is referred to as
_____________________.
A.Market penetration
B.Product reach
C.Assortment
D.Breadth of merchandise
E.Depth of merchandise
Variety is the number of product categories offered by a retailer and is referred to as
breadth of merchandise.
NAICS codes now include __________.
A.USA
B.USA and Canada
C.USA, Canada, and Mexico
D.All of the Americas, North and South
E.All NATO nations
The North American Industrial Classification System (NAICS) codes were expanded to
cover Mexico and Canada. NAICS codes now include USA, Canada, and Mexico.
Which of the following functions is carried out by a retailer?
A.Evaluate quality of the products.
B.Carry out market research to identify customer perceptions regarding quality of the
product.
C.Assimilate the large quantities produced by manufacturers and offer smaller, more
consumer-friendly quantities for the consumer.
D.Product development and manufacturing.
E.Maintenance and repair of products.
Manufacturers carry out production in bulk. However, consumers don’t need or want the
quantities produced by manufacturers. Retailers play a vital role assimilating the large
quantities produced by manufacturers and offering smaller, more consumer-friendly
quantities for the consumer.
James has been to Farm Fresh Ice Cream Shops several times. Based on his previous
visits, he has developed certain emotional, psychological, and performance expectations
for all subsequent visits to Farm Fresh. For instance, he believes he will feel happier
when he leaves than when he arrives and that the ice cream will be rich and smooth.
This is an example of the _____ dimension of brand equity.
A.Brand Assets
B.Brand Association
C.Brand Awareness
D.Brand Loyalty
E.Perceived Quality
Customers develop a number of emotional, psychological, and performance
associations with a brand and these associations become a primary purchase driver. This
case is an example of the brand association dimension of brand equity.
Implementation elements should include all but ____________.
A.Timing
B.A way to measure results
C.The identity of the person in the firm who is responsible
D.The identification of resources needed
E.Just a brief description of the concept
Action plans are implementation elements in the marketing plan and include details
about timing, resources, responsibilities and controlling elements.
What is personality? Explain the two basic assumptions personality trait theories all
have in common.
What are the four key decisions managers make in regards to consumer product testing?
How is cost reduction used to create new products?
Describe the ethical and legal issues raised by the protection of customer information
collected during the CRM process.
In New York City it is common for independent retailers to band together to form
retailer cooperatives (co-ops). Why are co-ops beneficial to the retailers?
What are some of the ethical issues of having KidCare TV in pediatricians’ offices?
What are the marketing implications for Maslow’s Hierarchy of Needs Theory,
Herzberg’s Two Factory Theory, Aldelfer’s ERG Theory and McClelland’s Achievement
Motivation Theory?
What are the four elements in the CRM process cycle?
Wal-Mart operates stores, Sam’s Clubs, supercenters, and neighborhood markets. How
do you think the company views market segmentation?