What sets the floor for product prices?
A) consumer perceptions of the product’s value
B) product costs
C) competitors’ strategies
D) advertising budgets
E) market competition
Workers, managers, and members of the board are examples of ________ publics.
A) general
B) internal
C) local
D) citizen-action
E) media
Geller Insurance calls qualified prospects to sell insurance. Which of the following
forms of marketing is evident from this example?
A) catalog marketing
B) kiosk marketing
C) direct-response television marketing
D) telemarketing
E) direct-mail marketing
Which of the following abilities would LEAST likely be measured when recruiting and
testing applicants for a sales position?
A) sales aptitude
B) organizational skills
C) accounting skills
D) analytical skills
E) personality traits
Jonathan works for a firm that assists companies in promoting, distributing, and selling
their products to end consumers. The firm Jonathan works for is a ________.
A) licensor
B) supplier
C) marketing intermediary
D) local public
E) general public
Which of the following characterizes standardized global advertising?
A) higher advertising costs
B) no global advertising coordination
C) higher appeal to varying demographics
D) a more consistent worldwide image
E) lower reach
Harley-Davidson promotes its motorcycles with images of independence, freedom, and
power. Harley-Davidson has created a ________.
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need
A company or association’s ________ is designed to help guide responses to complex
social responsibility issues.
A) code of ethics
B) marketing plan
C) non-disclosure policy
D) privacy policy
E) non-compete clause
Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from
seeing the decision makers in his organization. Which of the following best describes
Paul’s position?
A) influencer
B) decider
C) gatekeeper
D) buyer
E) user
When order requests come in, the designers of Titus Furniture often go to a client’s
location to note their requirements, budget, and expected date of delivery. In this way,
Titus Furniture is successful in tailor-making products for its customers. This is an
example of ________.
A) market diversification
B) undifferentiated marketing
C) mass customization
D) differentiated marketing
E) trigger-based marketing
Companies must attract visitors to their Web sites. Which of the following is a method
companies use to entice visitors not just to visit but also to return to a site?
A) using flashy graphics, bright colors and vivid pictures
B) aggressively promoting the site in offline print and broadcast advertising
C) offering prizes for visiting the site
D) providing rewards for visitors connecting their friends to the site
E) requiring registration on the first visit to the site
Which of the following was a result of the Uruguay Round of global WTO trade talks?
A) It increased the world’s remaining merchandise tariffs by 30 percent.
B) It minimized the international protection of copyrights, patents, and trademarks.
C) It extended the WTO to cover trade in agriculture and a wide range of services.
D) It established the NATO for purposes of collective security.
E) It established the EU to reduce trade barriers and increase cooperation among its
members.
What are the stages that the approaches to marketing strategy and practice usually pass
through?
A) ambush marketing, multi-level marketing, and guerrilla marketing
B) guerrilla marketing, ambush marketing, and affinity marketing
C) multi-level marketing, undercover marketing, and evangelism marketing
D) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing
E) undercover marketing, affinity marketing, and ambush marketing
Smart Shoppers, an online store that delivers its products to homes in and around
California, recently switched its entire fleet to biodiesel trucks that run on used cooking
oil rather than gas. Smart Shoppers has most likely developed a(n) ________.
A) vertical marketing channel
B) green supply chain
C) multitiered marketing channel
D) intermodal transportation system
E) hybrid distribution system
A federal agency ordered a fast food chain to stop running ads with false claims that its
fried chicken is compatible with certain weight loss programs. Which agency had the
authority to issue this order?
A) the Federal Trade Commission
B) the Food and Drug Administration
C) the Consumer Product Safety Commission
D) the Environmental Protection Agency
E) the American Marketing Association
If a buying center is most influenced by authority in the business buying process, it can
be safely concluded that ________ factors have a major influence on its buying
behavior.
A) technological
B) systemic
C) interpersonal
D) strategic
E) economic
New product development starts with ________.
A) concept development
B) idea screening
C) idea generation
D) concept testing
E) test marketing
Which term refers to the qualitative value of message exposure through a given
medium?
A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency
Identify product characteristics that influence the rate of adoption. Explain how each
characteristic affects the rate of adoption.
When would a marketer most likely use a comparative ad?
Why are people that are reached by direct mail better prospects for a company than
those reached by mass media such as television or magazines?
Discuss two ways a market challenger can best attack the chosen competitor and
achieve its strategic objectives. Explain when a challenger should use these attacks and
provide examples of companies that have used these methods.
List some important characteristics of price.
How does a retailer cooperative function?
Describe the three characteristics that advertising appeals should have?
Explain the marketing decisions faced by wholesalers.
What are the different dimensions of a company’s product mix? Briefly describe each
dimension.
Who typically sets prices in large and small companies?