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When Gary Hirshberg started the Stonyfield Farm yogurt company, he stated that his
company could do better with less advertising, less marketing research, and more
guerrilla marketing. He came up with innovative marketing ideas to promote his
products such as having sales personnel dress up as large yogurt cartons to distribute
free yogurt samples. Which of the following marketing strategies was being
implemented by Hirshberg?
A) formulated marketing
B) entrepreneurial marketing
C) ambush marketing
D) undercover marketing
E) intrepreneurial marketing
Which of the following is a disadvantage of using blogs as a marketing tool?
A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs, when used as a marketing tool, have a low rank in web directories and search
engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are
looking for.
Firms that decide against international expansion to play it safe ________.
A) protect themselves from competition at home
B) gain a competitive edge against imports in their home markets
C) successfully shield themselves from foreign competition
D) risk losing their home markets
E) increase their chances of entering other markets
Each department in a company that carries out value-creating activities can be thought
of as a link in the company's ________.
A) channel of intermediaries
B) external value stream
C) demand chain
D) internal value chain
E) supplier chain
Donna wants to buy a new coat. During the ________ stage of the buyer decision
process she will ask her friends to recommend stores that sell good quality winterwear
clothing. She will also go through newspapers and magazines to look out for offers and
sales on coats.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision
Consumers are less likely to use price to judge the quality of a product when they
________.
A) have never tried the product before
B) have little knowledge of the brand
C) have experience with the product
D) are shopping for luxury items
E) cannot physically examine the product
In-store demonstrations, displays, sales, and loyalty programs are examples of
________.
A) direct marketing
B) sales promotion
C) public relations
D) personal selling
E) affinity marketing
According to management guru Peter Drucker, "The aim of marketing is to ________."
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com
that welcomes consumers to "the Runner Sprintz Century," invites readers to post their
Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site
even allows customers to individually design their own shoes and share them among
their circles on the Web site. Which of the following best describes
myrunnersprintz.com?
A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) branded community
To plan effective marketing strategies, a company needs to find out all it can about its
competitors. It must constantly compare its marketing strategies, products, prices,
channels, and promotions with those of close competitors. This is an example of
________.
A) blue ocean strategy
B) competitor analysis
C) organizational evaluation
D) perfect competition
E) quantitative analysis
An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If
your body is your temple, build it one piece at a time." This ad uses the ________
execution style.
A) slice of life
B) lifestyle
C) fantasy
D) scientific evidence
E) personality symbol
A company's marketing should be guided by the sustainable marketing principle of
________ marketing.
A) direct
B) viral
C) buzz
D) value
E) innovative
The ________ concept is specifically focused on future company needs.
A) societal marketing
B) strategic planning
C) direct marketing
D) telemarketing
E) consumer business
The Bookworm began delivering books directly to customers through mail instead of
selling through brick-and-mortar companies. This is an example of ________.
A) indirect marketing
B) disintermediation
C) franchising
D) exclusive distribution
E) intensive distribution
More and more companies are moving away from high-commission plans because
________.
A) outside salespeople tend to undermine the efforts of the inside sales team
B) high-commission plans require salespeople to work overtime
C) salespeople tend to become pushy which affects customer relationships
D) salespeople are prone to taking multiple sales jobs to maximize their income
E) salespeople end up spending too much time traveling to meet customers
