Which of the following statements about a vertical marketing system (VMS) is true?
A) A VMS is a channel in which there is cooperation among channel members at two or
more different levels of the channel.
B) Members of a VMS operate totally independently of one another outside of buying
and selling one another’s products.
C) The three types of vertical marketing systems are independent, conventional, and
customized.
D) Channel conflict is a more serious problem in a vertical marketing system than in a
conventional marketing system.
E) Conventional marketing systems are more efficient than vertical marketing systems.
A shoe department carries more than 55 different styles of white sandals. This is a
description of the shoe department’s ________.
A) merchandise breadth
B) retail diversity
C) merchandise depth
D) point-of-sale range
E) service assortment
Through ________, a person repeatedly perceives two stimuli at the same time and
eventually transfers his response from one stimulus to the other.
A) classical conditioning
B) operant conditioning
C) cognitive conditioning
D) information searching
E) observational learning
Which of the following is an example of a variable cost for an amusement park?
A) salary of the park manager
B) food cart supplies
C) liability insurance
D) interest on the property’s mortgage
E) property taxes
________ is the formal process of monitoring progress toward meeting marketing
objectives.
A) Corporate culture
B) Control
C) Implementation
D) Situation analysis
E) SWOT analysis
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 try
the new makeup. In terms of the communication model, the source 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 whom Melina Kanakaredes appeals
A sign at a Tokyo hotel once read, “You are invited to take advantage of the
chambermaid,” and a dry cleaner in Majorca urged passing customers to “drop your
pants here for best results.” These are examples of ________ in global markets that
international market researchers must consider.
A) technological barriers
B) cultural differences
C) local customs
D) ethnocentric positions
E) language barriers
The first step of the market planning process involves closely examining the ________.
A) marketing strategies
B) product development process
C) marketing controls
D) marketing environment
E) functional plan
Which of the following is true due primarily to the inseparability of services?
A) Customers have to rely on reassuring physical cues that indicate quality service.
B) Service businesses cannot promise the same experience with every service
encounter.
C) A service is produced and consumed at the same time.
D) It is impossible for service businesses to exactly match supply with demand.
E) It is difficult for service businesses to live up to guarantees.
Which of the following is a bonus paid by a manufacturer to a salesperson for selling its
product?
A) a rebate
B) a merchandising allowance
C) a premium
D) a cross-promotion
E) push money
Which data collection method for marketing research is flexible, allows for explanation
of difficult questions, and lends itself to showing products and other visual materials?
A) face-to-face interviewing
B) online questionnaires
C) telephone interviewing
D) ethnographic research
E) mail questionnaires
Before selecting a targeting strategy, marketers should ________.
A) select media for an advertising campaign
B) develop segment profiles
C) compare target markets
D) implement a positioning strategy
E) finalize the marketing mix
Argo is the world’s leading brand of small vehicles that are designed to be driven on all
types of terrain and in all types of weather. The vehicles can carry up to six passengers.
The market for such vehicles has become stagnant due to the recent economic
downturn. In terms of the BCG growth-market share matrix, Argo would be classified
as a ________.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
The success of one company in one industry may depend on another company in a
different industry. This dependence creates ________.
A) inelastic demand
B) value-added demand
C) derived demand
D) micro-dependent demand
E) elasticity
In a(n) ________, there is a two-way exchange of information between purchasing
organizations.
A) data warehouse system
B) intelligent agent approach
C) channel partner model
D) data broker system
E) market basket analysis
The market research process step of defining the research problem has three
components: specifying the research objectives, identifying the consumer population of
interest, and ________.
A) placing the problem in an environmental context
B) determining a budget for the research process
C) selecting managers responsible for analyzing the data
D) determining whether primary data will be needed
E) deciding whether to hire a marketing research agency or to conduct the research
in-house
Demand would most likely be inelastic for which of the following?
A) lamb chops and t-bone steaks
B) gourmet cheese
C) symphony tickets
D) luxury watches
E) basic necessities
A group of business entrepreneurs who worried about their teenage children drinking
and driving decided there must be some way to approach this problem proactively. They
came up with an idea for a pair of blurry goggles. They believed looking through the
goggles would simulate what the world looks like when someone is seriously
intoxicated. The first crude pair of blurry goggles developed by the entrepreneurs to
show to prospective customers was a(n) ________.
A) prototype
B) component part
C) synergistic model
D) ideation
E) patent
________ are companies that collect and sell personal information about consumers.
A) Data brokers
B) Search engine optimizers
C) Data warehouses
D) Web scrapers
E) Channel partners
Using a(n) ________ approach, a company uses a single strategy to reach all customers.
A) open-source
B) crowdsourcing
C) mass market
D) social networking
E) societal marketing
Which of the following is the most logical reason that many organizations rely heavily
on personal selling?
A) to make more efficient use of the promotional mix
B) to quickly move a product to the maturity stage of the product life cycle
C) to create consistent marketing communications
D) to more effectively sell highly technical or very expensive products
E) to decrease promotional expenditures
Your new-business sales force is responsible for prospecting and qualifying customers.
Which of the following will likely occur?
A) The number of qualified customers will exceed the number of prospects.
B) The new-business sales force will call on all prospects.
C) A salesperson may have to approach many qualified customers just to make one sale.
D) Salespeople will only contact a few of the customers they research in the
preapproach stage.
E) Order takers will take responsibility for the approach and sales presentation steps.
Data that have been collected for some other purpose than to answer the question at
hand are called ________.
A) primary data
B) secondary data
C) mined data
D) experimental data
E) ethnographic data
A glitzy shopping mall, a mail-order catalog, a television shopping network, and an
e-commerce website are all examples of ________.
A) marketing concepts
B) value chains
C) monopolies
D) marketplaces
E) strategic business units
After exporting, the next level of commitment a firm can make to a foreign market is a
contractual agreement. Two of the most common types of such agreements are
________.
A) contract manufacturing and contract marketing
B) contract manufacturing and strategic alliances
C) joint ventures and franchising
D) warehousing and financing
E) licensing and franchising
A viable target market should ________.
A) have needs that can adequately be served by the marketer
B) not be reachable by other organizations
C) have the same needs as similar-sized groups
D) be the most profitable possible target market
E) be the largest possible market
When sales are made in a local Walmart, the sales data is sent to Walmart headquarters
where the data are used to build a picture of the buying habits of people who shop at
individual Walmarts across the nation. The use of ________ makes this possible.
A) POS systems
B) social shopping
C) e-commerce
D) e-menus
E) direct selling
Which of the following is true about general merchandise discount stores?
A) They typically have deep and narrow assortments.
B) They typically have shallow and narrow assortments.
C) They do not use price differentiation.
D) They appeal to consumers who want easy access to a lot of merchandise.
E) They are typically full-service retailers.
Through ________, a firm tries to guarantee that its brand will appear at or near the top
of lists of typical search phrases related to its business.
A) cost per impression pricing
B) conversion rates
C) search engine optimization
D) search engine analytics
E) predictive analytics
Frequency is which of the following?
A) the total number of people who will be exposed to an ad placed in one media vehicle
B) the percentage of people who will be exposed to an ad more than once
C) the percentage of people who will be exposed to the media vehicle
D) the number of times a person in the target group will be exposed to an ad
E) the total number of ads in one advertising campaign