________ serve as visible markers to flaunt membership in higher social classes.
A) Heuristics
B) Psychographics
C) Status symbols
D) Reference groups
E) Attitudes
MRO products are goods that businesses use for ________.
A) management, research, and order-processing
B) marketing, relationship-building, and operating
C) maintenance, research, and organizing
D) maintenance, repair, and operating
E) marketing, research, and organizing
The term Big Data refers to the ________.
A) use of data warehouses to store structured and unstructured data
B) exponential growth of structured and unstructured data that are difficult to process
using traditional database techniques
C) increasing number of everyday objects that are connected to the Internet and can
communicate information about their use
D) extraction and analysis of large amounts of data from websites
E) collection and analysis of unstructured data by data scientists
Managers of a discount retailer would use which of the following to access
up-to-the-minute sales information obtained from the store’s cash registers around the
country in order to detect problems with products, promotions, and even the firm’s
distribution system?
A) a company intranet
B) secondary data
C) a prediction market
D) market intelligence
E) a convenience sample
________ variables segment markets in terms of shared activities, interests, and
opinions.
A) Demographic
B) Ethnographic
C) Geodemographic
D) Socioeconomic
E) Psychographic
A firm would be most likely to use backward invention in which of the following
situations?
A) when it needs to offer a less complex product in a foreign market than it sells
elsewhere
B) when it has decided to rely on a straight extension strategy
C) when it first markets a product internationally
D) when it participates in a free trade zone
E) when it relies on the practice of dumping
Which of the following is NOT true about the message in the communication model?
A) It may include both verbal and nonverbal elements.
B) It is the actual communication going from sender to receiver.
C) It must be carefully crafted to connect with a variety of people when it is delivered
through advertising.
D) It will be understood in the same way by all receivers.
E) It is often individualized when it is delivered by a salesperson.
A firm that focuses on a ________ orientation is likely to view the market as a
homogeneous group that will be satisfied with the basic function of a product.
A) production
B) consumer
C) sustainability
D) triple-bottom-line
E) TQM
During ________ the company receives materials it needs to manufacture its products.
A) inbound logistics
B) operations
C) outbound logistics
D) marketing and sales
E) service
Which of the following is true of the Universal Product Code (UPC)?
A) It is a five-digit number used to control inventory.
B) It is a package communication element.
C) It is legally required for products with dual distribution channels.
D) It is used only by companies that have more than one retail outlet.
E) It prevents product cannibalization.
The process that individuals or groups go through to select, purchase, use, and dispose
of goods, services, ideas, or experiences to satisfy their needs and desires is known as
________.
A) the consumer decision-making process
B) the family life cycle
C) cognitive dissonance
D) consumer behavior
E) extended problem solving
Ideally, market research should be ________.
A) focused on primary data
B) focused on secondary data
C) done once a year
D) done once every two years
E) done in an ongoing process
Which of the following is true of focus groups?
A) They are typically conducted in mall settings.
B) They are a type of descriptive research.
C) They are a type of one-on-one interview.
D) They are used to gather exploratory data.
E) They do not use a discussion leader.
Which of the following is NOT an example of a business service?
A) security
B) insurance
C) legal advice
D) raw material supply
E) cleaning
When Kenneth called Southern Security to buy a safe in which to store important
personal documents and possessions, he most likely talked to a(n) ________ who
performed all the activities needed to process the transaction.
A) order taker
B) order getter
C) missionary salesperson
D) new-business salesperson
E) technical specialist
The Tim Hortons chain accounts for more than half of all the donut and coffee stores in
Canada. The chain’s red-and-white store banners are fixtures in many Canadian
communities. In 2001, the first Tim Hortons appeared in the United States through a
contractual agreement allowing an independent operation to adopt Tim Hortons’ entire
way of doing business. This agreement is an example of a(n)________.
A) direct investment
B) franchise
C) export merchant
D) strategic alliance
E) joint venture
Which of the following is true about a brand manager and a product category manager?
A) They are two titles for the same job.
B) They have the same functional responsibilities.
C) They probably work for large firms.
D) They are mainly responsible for financial decisions.
E) They do not consider new product lines.
The gap between good buzz and bad buzz is referred to as ________.
A) groundswell
B) viral marketing
C) evangelist marketing
D) brand polarization
E) the magnifying effect
Biopure is a company that manufactures and markets oxygen therapeutics. Its products
are Hemopure for human use and Oxyglobin for animal use. Both have been developed
as alternatives to red blood cell transfusions. Which of the following would be part of
Biopure’s internal environment?
A) approval by the U.S. Food and Drug Administration to allow veterinarians to use
Oxyglobin
B) the global market for the raw materials needed to make Hemopure and Oxyglobin
C) the patented manufacturing process that Biopure uses to produce Hemopure and
Oxyglobin
D) a competitor developing a similar product
E) changes in patent law
To reduce inventory management costs, many companies use a system called
________, which involves carrying only small inventories of parts or merchandise,
often only enough for a few days of operation.
A) just in time (JIT)
B) supply chain management
C) value chain management
D) logistics management
E) enterprise resource planning (ERP)
To determine what type of information to add to its Web site in order to attract more
visitors, an Internet company could look at a survey by the AOL/Roper Starch
Cyberstudy, which showed the primary activities Americans are most likely to engage
in when surfing the Internet. This study is an example of ________.
A) ethnographic data
B) a secondary data source
C) a primary internal data source
D) data mining
E) a primary external data source
Kathy Champe, a public relations specialist for a regional chain of pharmacies,
regularly contacts members of the local and state-wide media with information about
community events and charity fundraisers sponsored by her company. She is using
________.
A) press releases
B) product publicity
C) crisis management
D) institutional advertising
E) lobbying
A firm is using ________ when it charges a high, premium price for a new product with
the intention of reducing the price in the future.
A) a skimming price
B) trial pricing
C) value pricing
D) penetration pricing
E) prestige pricing
The process through which analysts sift through massive amounts of available data to
identify unique patterns of behavior among different customer groups is called
________.
A) structuring data
B) information overload
C) reality mining
D) data warehousing
E) data mining
Which of the following controls package communications and labeling in the United
States?
A) the Food and Drug Administration (FDA)
B) the Nutrition Labeling and Education Act
C) the Nutrition Facts Panel
D) the Federal Fair Packaging and Labeling Act
E) the Consumer Bill of Rights
Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads
that you see on interstate billboards are all examples of ________ media.
A) out-of-home
B) place-based
C) branded entertainment
D) banner
E) pop-up
Which of the following statements about perception is true?
A) Perception is a sociocultural influence on consumer purchase decisions.
B) Perception is unrelated to any sense other than sight.
C) If a marketer can reach a consumer with a message, then the marketer knows the
consumer will interpret it correctly.
D) There is no perception without exposure.
E) Research shows that subliminal messages are just as likely to be perceived as any
other type of message.
Active Beverages targets the same people who watch the Gravity Games and enjoy
skateboarding, in-line skating, mountain biking, and other extreme sports. It makes
high-energy drinks for this target market. It does not attempt to make any drinks that are
not targeted to this market. Active Beverages uses a(n) ________.
A) undifferentiated marketing strategy
B) filling-out strategy
C) cannibalization strategy
D) limited-line strategy
E) brand extension strategy
Apple recently ran ads featuring real people who had switched from Microsoft
Windows PCs to Macs. When companies use people, actors, or sports celebrities to
express the product’s effectiveness, what kind of execution format is being used?
A) testimonial
B) lifestyle
C) comparative
D) unique selling proposition
E) slice of life
________ is the buying and selling of products over the Internet.
A) Consumer-generated marketing
B) Consumer relationship management
C) E-commerce
D) Social marketing
E) Social networking
A product has three distinct layers. The second layer is the ________, which is the
physical good or delivered service.
A) actual product
B) augmented product
C) core product
D) innovation
E) brand
Breyers and Reese’s have worked together to create Breyers Ice Cream with Reese’s
Peanut Butter Cups. This is an example of ________.
A) family branding
B) ingredient branding
C) private-label branding
D) individual branding
E) generic branding