Santana Automobile’s Arrow is the first mass-produced hybrid vehicle, known for its
fuel efficiency and environmental friendliness. The Arrow is most likely to become
popular in the ________ market.
A) SOHO
B) LOHAS
C) LGBT
D) business
E) Millennials’
Answer:
________ are goods offered either free or at low cost as an incentive to buy a product,
ranging from toys included with kids’ products to phone cards and DVDs.
A) Coupons
B) Premiums
C) Price packs
D) Rebates
E) Cents-off deals
Answer:
________ involves cultivating opinion leaders and getting them to spread information
about a product or a service to others in their communities.
A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations
Answer:
Which of the following is a major type of vertical marketing system?
A) corporate
B) conventional
C) multilevel
D) intrinsic
E) extrinsic
Answer:
________ involves essentially using the same marketing strategy approaches and
marketing mix worldwide
A) Adapted global marketing
B) Ambush marketing
C) Standardized global marketing
D) Export marketing
E) Niche marketing
Answer:
Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the Internet
from Chemical Inc. Then Chemical Inc. placed the order with the manufacturer, and the
manufacturer then transported the tablets directly to the Tony Pool store. In this case,
Chemical Inc. is an example of a ________.
A) drop shipper
B) truck jobber
C) rack jobber
D) full-service wholesaler
E) cash-and-carry wholesaler
Answer:
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon when they
tried the new makeup. In terms of the communication model, the medium of this ad is
________.
A) Melina Kanakaredes
B) Ladies’ Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to which Melina Kanakaredes appeals
Answer:
Refer to the scenario below to answer the following question(s).
Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It
has contracts with several large farms in Riverdale, 80 miles away from the factory, that
agree to sell their produce to Giant Beanstalks. The company’s products are available to
the public only through Greenleaf, a grocery chain with 38 stores in the country.
Which of the following is Giant Beanstalks’ upstream partner?
A) the management of Greenleaf
B) the farmers of Riverdale
C) the trucks that carry Giant Beanstalks’ products to Greenleaf
D) the end-consumers who buy the canned vegetables from Greenleaf
E) the logistics division of Giant Beanstalk
Answer:
Which of the following most likely occurs in the supplier selection stage of the business
buying decision process?
A) The buyer calls for detailed written proposals or formal presentations from each
potential supplier.
B) The buyer compiles a small list of qualified suppliers by reviewing trade directories,
doing computer searches, or contacting other companies for recommendations.
C) The buying team decides on the best product characteristics and specifies them
accordingly.
D) The buyer prepares a general need description and identifies the quantity of the
needed item.
E) The buying center draws up a list of the desired supplier attributes and their relative
importance.
Answer:
Which of the following statements best explains why idea screening may be the most
important step of new product development?
A) It increases the number of ideas generated.
B) It provides an opportunity for the marketer to test the prototype in a simulated
market.
C) It helps forecast the products’ sales and profits accurately for a specific period.
D) It gives research and development team members an opportunity to gather consumer
feedback.
E) It saves the company money in product development costs by going ahead with only
the product ideas that are likely to be profitable.
Answer:
Rex Steelworks makes steel sheets which the firm markets and sells to companies all
over the world. Which of the following marketing strategies is most suitable for Rex
Steelworks?
A) one-to-one marketing
B) undifferentiated marketing
C) individual marketing
D) local marketing
E) trigger-based marketing
Answer:
Which of the following is true of using trucks as a transportation mode?
A) Transportation via trucks is costlier than by rail or air.
B) Trucks are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
C) Trucks provide in-transit services such as the diversion of shipped goods to other
destinations en route.
D) Trucks are highly flexible in their routing and time schedules.
E) Trucks are the slowest mode of transportation and most affected by the weather.
Answer:
In most cases, what is the most expensive promotion tool?
A) advertising
B) personal selling
C) mass media
D) public relations
E) publicity
Answer:
Beth Williams works for a marketing research company in Chicago. Her current
research involves finding the market potential for a client’s new line of sports apparel.
Given her objective, which of the following types of research is the most suitable for
Beth?
A) causal research
B) constructive research
C) statistical research
D) descriptive research
E) exploratory research
Answer:
DivetheBlue, a company marketing deep-sea diving equipment, charges very high
prices for its products. Despite the availability of many low-priced products in the
market, customers seem to prefer DivetheBlue, which has earned a reputation for
selling high-quality products. This exemplifies ________.
A) a pure monopoly
B) an oligopoly
C) a nonprice position
D) break-even pricing
E) target costing
Answer:
When companies watch both their buyers and their competitors, they are called
________ companies.
A) product-centered
B) market-centered
C) customer-centered
D) competitor-centered
E) cost-centered
Answer:
________ marketing features marketing messages and promotions delivered to
on-the-go consumers through their handheld devices.
A) Kiosk
B) Ambush
C) Direct-mail
D) Mobile
E) Catalog
Answer:
A(n) ________ argument is most likely to be effective when the audience is highly
educated or likely to hear opposing claims.
A) one-sided
B) two-sided
C) moral
D) emotional
E) structured
Answer:
A product in the maturity stage will most likely require ________ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) covert
Answer:
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word about the company’s new products.
This is an example of ________.
A) a reverse marketing activity
B) nonpersonal marketing
C) sales promotion
D) buzz marketing
E) direct marketing
Answer:
An American cola-manufacturing company that primarily targets rebellious and
adventurous people most likely uses ________ segmentation.
A) occasion
B) geographic
C) income
D) benefit
E) psychographic
Answer:
Demographic characteristics, geographic characteristics, economic factors,
sociocultural factors, and political and legal factors all help a company ________.
A) determine a market’s potential
B) determine a country’s degree of globalization
C) evaluate its marketing objectives
D) evaluate its value delivery network
E) determine a country’s income distribution
Answer:
Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring
two contracts for office cleaning services from two local manufacturing facilities. For
two years, John and his wife, Barb, performed the cleaning services alone. After
acquiring three additional cleaning contracts in 2007, John hired two employees. “Up to
that point, we had room to grow but we really had no advertising plan,” John stated.
“We were relying mostly on word-of-mouth.”
By 2010, Barb hired another two full-time employees to begin Sparkle’s new endeavor:
carpet cleaning in homes and offices. “Competition was getting tough for both of our
services at that point,” Barb added. “We ran a local radio spot three times each week.
Then we had an advertiser print coupons on placemats. That gave us a little more
exposure.”
John and Barb Mayes admit that they did not realize the value of a sound promotional
plan earlier. “We wish we would have put together something catchy with a jingle long
before now,” they said.
John and Barb could have drawn attention to their services in several ways by using
effective integrated marketing communications. Which of the following is NOT a part
of an IMC strategy?
A) public relations
B) personal selling
C) direct marketing
D) strategic planning
E) sales promotion
Answer:
Introducing a new product into the market is called ________.
A) test marketing
B) simulation
C) co-marketing
D) commercialization
E) segmentation
Answer:
Sears and Holiday Inn encountered difficult times because they did not stand out as the
lowest in cost, highest in perceived value, or best in service of their primary target
market segment. Both companies are ________.
A) niches
B) jack-of-all-trades
C) middle-of the roaders
D) red oceans
E) laggards
Answer:
A nurse in a hospital told the chief dentist, Dr. Albrecht, that the hospital should
purchase equipment that would sterilize the dentists’ tools without using any water
because water tends to affect the durability of the tools over time. Dr. Albrecht located
some articles on chemical sterilizers and gathered more information on how they
worked. After talking to salespeople, Dr. Albrecht finally placed his order for the
machine. In this instance, Dr. Albrecht played the role of a(n) ________.
A) monitor
B) decider
C) agent
D) influencer
E) gatekeeper
Answer:
Which of the following is an example of an economic community?
A) NATO
B) BRIC
C) NAFTA
D) GATT
E) WTO
Answer:
Deficient products are products ________.
A) that have neither immediate appeal nor long-run benefits
B) that give high immediate satisfaction but only hurt consumers in the long run
C) that have low appeal but may benefit consumers in the long run
D) that are either unsafe or inferior
E) in the decline stage of the product life cycle
Answer:
List two benefits of using secondary data.
Answer:
After the purchase of a product, consumers will be either satisfied or dissatisfied and
engage in ________.
A) consumer capitalism
B) alternative evaluation
C) postpurchase behavior
D) consumer ethnocentrism
E) information searches
Answer:
Maslow’s theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
Answer:
Describe the different types of off-price retailers. Provide examples of each type.
Answer:
Explain the methods of evaluating the performance of a sales force. Why is the
evaluation of a company’s sales force considered necessary?
Answer:
Why are competitors considered a good external idea source?
Answer:
How do primary data differ from secondary data?
Answer:
Why do businesses use cash discounts when they are in essence losing some money on
the sale?
Answer:
What is product position? What functions do perceptual positioning maps serve?
Answer:
Compare the three distribution strategies that producers use, providing examples of
products for each type of distribution.
Answer:
How are local retailers affected by global competition?
Answer:
How is marketing applied in the not-for-profit sector?
Answer:
Explain how the message source affects consumers’ perceptions of the message.
Answer:
Discuss the need to understand competitors as well as customers through competitor
analysis.
Answer:
What might drive a company to create international divisions or subsidiaries? Discuss
the three ways these divisions can be organized.
Answer:
What factors determine the success of a company’s value chain?
Answer:
What is the primary focus of a customer-centered company?
Answer:
How is joint venturing more risky and complex than merely exporting?
Answer:
How do resellers answer criticism of the high costs of distribution?
Answer:
Describe the significance of public relations as a promotion tool.
Answer:
What is the role of a salesperson in a territorial sales force structure?
Answer:
Describe any three message execution styles.
Answer:
How do marketers respond to charges of “commercial noise”?
Answer: