Which of the following is NOT true about the SERVQUAL scale?
A) SERVQUAL is not used in connection with gap analysis.
B) The SERVQUAL scale is usually administered in a survey format.
C) Firms often track SERVQUAL scores over time to measure how their service quality
has improved.
D) SERVQUAL measures five dimensions of service quality.
E) The SERVQUAL scale remains a popular tool for measuring customer perception of
service quality.
________ refers to how positive a person’s ________ is.
A) Personality; psychography
B) Affect; attitude
C) Attitude; affect
D) Self-concept; self-esteem
E) Self-esteem; self concept
To evaluate the different target segments your company is considering, you would look
at all of the following factors EXCEPT which one of the following?
A) segment size
B) segment growth
C) segment reachability
D) company culture
E) company resources
Which of the following is the final stop in the distribution channel in which
organizations sell goods and services to consumers for their personal use?
A) franchising
B) retailing
C) brokering
D) wholesaling
E) disintermediation
By using ________, a company deliberately sets a low price with the intention of
driving its competition out of business.
A) price-fixing
B) price lining
C) surge pricing
D) predatory pricing
E) loss leader pricing
Which of the following is a reason that a marketer would choose a penetration pricing
strategy?
A) to ensure the company has the ability to increase prices once demand decreases
B) to focus on the rapid achievement of profit objectives
C) to appeal to different consumer segments with different levels of price sensitivity
D) to create markets for highly technical products
E) to discourage competition from entering the market
Which of the following is defined as nonpersonal communication paid for by an
identified sponsor using mass media?
A) public relations
B) direct marketing
C) direct selling
D) advertising
E) sales promotion
A new shampoo advertisement on television identifies all of the wonderful benefits the
consumer will enjoy when using one company’s shampoo as opposed to another
company’s shampoo. What is this company seeking to convey in this television
commercial?
A) the product’s time utility
B) the product’s distinctive competency
C) the company’s production orientation
D) the company’s marketing segmentation process
E) the product’s differential benefits
Which of the following specifies exactly what information marketers will collect and
what type of study they will do?
A) the research objective
B) the environmental context
C) the sampling method
D) the data collection method
E) the research design
Marketers use ________ to identify which key words consumers use most in their
searches and then edit their site’s content to increase its relevance to those words.
A) shopbots
B) heuristics
C) search engine optimization
D) search engine marketing
E) sponsored search ads
Which of the following countries is NOT a member of MERCOSUR?
A) Brazil
B) Paraguay
C) Bolivia
D) Uruguay
E) Venezuela
To be part of the ________ for a product, consumers must share a common need that
can be satisfied by the product and have the resources, willingness, and authority to
purchase the product.
A) demand center
B) audience
C) value proposition
D) marketplace
E) market
________ are the last in the population to adopt a new product.
A) Laggards
B) Late majority adopters
C) Innovators
D) Impulse buyers
E) Dawdlers
In a(n) ________ structure, one seller controls a market.
A) monopoly
B) oligopoly
C) monopolistic competition
D) perfect competition
E) natural competition
Viral marketing primarily uses which of the following communication channels?
A) billboards
B) print media
C) radio
D) cable television
E) the Internet
________ is direct communication to a customer that is conducted over the telephone.
A) Direct order
B) Telemarketing
C) Direct-response advertising
D) Direct selling
E) Promotional selling
A husband and wife have a small store that is located at a beach resort. The only
products sold at this store are hand-dipped and sculptured candles made by this couple.
Marketers would classify the channel of distribution for these candles as ________.
A) indirect
B) direct
C) logistic
D) reverse
E) inbound
An increasing number of companies are considering their relationships with customers
as financial assets. Such firms measure success by calculating the value of their
________.
A) CRM
B) VALS™
C) brand personality
D) customer equity
E) positioning
Disney allowed a paint manufacturer to produce paint using the Disney brand name for
a specific period of time. Disney paint is an example of ________.
A) licensing
B) cobranding
C) family branding
D) ingredient branding
E) private-label branding
A firm’s capability that is superior to that of its competition is referred to as a(n)
________.
A) distinctive competency
B) added value
C) value proposition
D) value chain
E) social benefit
Which of the following lists the three important components of a basic marketing
information system (MIS)?
A) competitive intelligence, internal records, and all sales personnel
B) existing data, market researchers to gather more data, and the technology to convert
those data into information
C) managers at all levels, corporate culture, and internal data
D) data, computer hardware and software, and output for marketing decision makers
E) information resources, technical experts, and marketing managers
Two brothers own a hair salon. One believes they could have more business if they
mailed out $5-off coupons to people living within a five-mile radius of the shop. The
other brother wants to run an ad in the local shopping newspaper with a coupon for a
free hot oil treatment. (The newspaper goes to everyone in the area.) What type of
market research can they use to determine whose idea would be more profitable?
Explain your answer.
The direct financial impact of a firm’s expenditure on marketing activities is called the
________.
A) value chain
B) value proposition
C) differential benefit
D) return on investment (ROI)
E) utility function
________ is the overall rank of people in a society.
A) The family life cycle
B) Mass-class
C) Subculture
D) Microculture
E) Social class
For the retailer, the practice of ________ results in lower total sales and, in many cases,
damaged merchandise.
A) sweethearting
B) experiential shopping
C) retail borrowing
D) off-price retailing
E) network marketing
Which of the following is a logistics activity that involves developing and
implementing a process to ensure the firm always has sufficient goods available to meet
customers’ demands, no more and no less?
A) materials handling
B) inventory control
C) supply chain supervision
D) order processing
E) distribution implementation
Conveniently located vending machines around your college or university campus
make it easy for you to buy a soda and a snack between classes. This is an example of
the ________ element of the marketing mix.
A) production
B) place
C) price
D) profit
E) promotion
SBU stands for ________.
A) strategic buying utilities
B) successful business utilities
C) strategic business units
D) standard business units
E) successful business units
The ________ is the most fundamental part of the marketing mix.
A) product
B) distribution
C) price
D) production
E) profit
Which of the following is the best example of a convenience product?
A) a silk scarf
B) a subscription to a magazine
C) a gallon of milk
D) a lawn mower
E) a CD player
Kodak markets cameras, film, X-ray film and equipment, printers, motion picture film,
and touch screen sensors. Kodak is likely to have ________ who coordinate the mix of
the product lines.
A) brand managers
B) product category managers
C) venture teams
D) communication teams
E) market managers
Proud Pets, a producer of clothing and accessories for pets, has recently partnered with
a regional chain of pet stores. Which of the following would Proud Pets be LEAST
likely to expect from its new channel member?
A) promoting its products through advertising
B) assembling and packaging its products for final sale
C) distributing relevant market information
D) identifying raw materials and other productive inputs
E) taking a risk that items may not sell
Through ________ pricing, a marketer pays for an advertisement based on how many
times an advertisement appears on a webpage viewed by users.
A) cost per impression
B) cost per customer
C) cost per order
D) cost per click
E) cost per conversion