Which of the following is a discount retailer owned by a manufacturer that provides the
manufacturer a store to sell off defective merchandise?
A) a specialty store
B) a factory outlet store
C) a department store
D) a general merchandise discount store
E) a warehouse club
In the ________ step of the market planning process, decisions are made concerning
what markets to target and what marketing mix strategies to use.
A) perform a situation analysis
B) develop marketing strategies
C) implement the marketing plan
D) control the marketing plan
E) develop marketing metrics
Bounce rate refers to ________.
A) the percentage of visitors to a website who share information about the site through
social media
B) the number of viewers who click on a banner ad on a website
C) the number of viewers who purchase a product through a website
D) the percentage of visitors to a homepage who bounce to other pages within the same
overall site
E) the percentage of visitors to a homepage who leave the overall site rather than
exploring other pages within the site
At the sales presentation for EFTPS (a type of software for making the payment of all
federal taxes secure, easy, and fast), it would be most logical for which member of the
sales staff to demonstrate how payments can be set up 12 months in advance and how
easy it is to view payment history?
A) the order taker
B) the missionary salesperson
C) the technical specialist
D) the relationship manager
E) the reactive salesperson
Many people only entertain in their homes during November and December when their
homes are decorated for the holidays. The increase in ads for prepared trays of food to
be served at these functions is directly related to ________ segmentation.
A) socioeconomic
B) geodemographic
C) geographic
D) demographic
E) usage occasion
When a business needs to make a complex purchase, it is most likely to form a buying
center during the ________ stage of the business buying decision process.
A) problem recognition
B) vendor analysis
C) information search
D) supplier selection
E) alternative evaluation
Unilever makes Rexona deodorant and antiperspirant, a leading brand of deodorant and
antiperspirant. Because the worldwide market for deodorants and antiperspirants is
growing rapidly, Rexona would be classified as a ________ on the BCG growth-market
share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
Effective objectives should be all of the following EXCEPT which one of the
following?
A) aspirational
B) specific
C) attainable
D) sustainable
E) measurable
Which of the following is NOT a public relations activity?
A) speech writing
B) advice and counsel to management
C) creative strategy
D) sponsorships
E) investor relations
Telemarketing has had the greatest impact on which of the following data collection
methods?
A) mail questionnaires
B) online questionnaires
C) mall intercepts
D) telephone interviews
E) face-to-face interviews
Catalogs, brochures, and pamphlets are all examples of which type of marketing?
A) direct mail
B) catalog
C) mail order
D) personal
E) m-commerce
Greg Williams now has the buying power to purchase the computer system he has
wanted for the last six months. Greg’s want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
________ are responsible for the positioning of a brand and developing its brand equity.
They are likely to team with sales, finance, and logistics staff members as part of
customer business teams who work with major retail accounts.
A) Product category managers
B) Brand managers
C) Venture team managers
D) Market managers
E) Sales managers
Cognitive learning theories assume that ________.
A) learning occurs when people realize their actions result in rewards or punishments
B) learning takes place as the result of connections we form between events
C) the most important component of learning is directed by cognition
D) people are problem solvers who do more than passively react to associations
between stimuli
E) the individual takes a passive role during the learning process
The last stage in the product adoption process is ________.
A) awareness
B) adoption
C) interest
D) confirmation
E) evaluation
Mail-order wholesalers are associated with all of the following EXCEPT which one?
A) selling products to small retailers and other industrial customers
B) selling products to retailers in remote locations
C) allowing shipment prior to receiving payment
D) carrying products in inventory
E) selling through catalogs
A ________ identifies the degree of effort required of the firm’s personnel to collect
information and make a purchase decision.
A) needs hierarchy
B) purchase continuum
C) buy class framework
D) buying center continuum
E) need-response framework
Which of the following is NOT one of the four main applications of data mining for
marketers?
A) customer retention
B) customer acquisition
C) customer abandonment
D) competitive intelligence
E) market basket analysis
Companies can customize online advertising by ________ so that people who log on in
different places will see ad banners for local businesses.
A) geotargeting
B) geodemography
C) geodiversity
D) psychographics
E) profiling
Average collectors of an artist’s miniatures will buy four new miniatures each year. The
collectibles are available at a number of retail locations and from several catalog
retailers. To ensure she gets a greater ________, the owner of The Door Gift Shop sends
her customers who are collectors a postcard every time the store adds a new one to her
store’s inventory.
A) share of communication
B) segment profile
C) customer allocation
D) share of customer
E) brand perception
Savings for You, a discount retail chain, is highly competitive. When entering a new
market, Savings for You often cuts prices so deeply that it sells below costs, effectively
pushing smaller companies with less purchasing power out of the market. Savings for
You is most at risk of being accused of ________.
A) skimming prices
B) price-fixing
C) predatory pricing
D) deceptive pricing
E) loss leader pricing
Home security services and accounting services are classified as ________.
A) tangible services performed on the customer
B) intangible services performed indirectly on the customer
C) tangible goods delivered to the customer
D) tangible services performed on the customer’s possessions
E) intangible services performed on the customer’s possessions
A(n) ________ is a new product that copies, with slight modification, the design of an
original product.
A) augmented product
B) discontinuous innovation
C) dynamically continuous innovation
D) continuous innovation
E) knockoff
Burger King, Holiday Inn, Avis, and H&R Block tax service are all franchises, which
means they are also members of a(n) ________ vertical marketing system (VMS).
A) administered
B) conventional
C) corporate
D) horizontal
E) contractual
Which type of self-service store offers a limited line of inexpensive items, often at a
single price point?
A) convenience store
B) box store
C) specialty store
D) variety store
E) leased department store
From a marketer’s point of view, price lining is a way to do which of the following?
A) control supply
B) maximize profits
C) make the business more socially responsible
D) pass shipping costs on to consumers
E) eliminate price elasticity concerns
For a veterinarian’s office, the paper used to print payment receipts is an example of
a(n) ________.
A) repair product
B) operating supply
C) maintenance product
D) component part
E) raw material
A consumer who is armed with information and is narrowing down his choices by
comparing the pros and cons of each remaining option is in the ________ step of the
consumer decision-making process.
A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation
Monsanto operates in many markets including pharmaceuticals and food products. The
company defines its ________ as creating “abundant food and a healthy environment.”
A) strategy
B) marketing development
C) business portfolio
D) value-delivery network
E) mission
Marketing communication is also referred to as ________.
A) production
B) selling orientation
C) societal marketing
D) exchange
E) promotion
Conventional distribution channels consist of one or more ________ producers,
wholesalers, and retailers.
A) independent
B) product-related
C) contract
D) merchant
E) domestic
An office supply store that pays a discounted price when it orders more than 12 metal
filing cabinets is receiving a(n) ________.
A) merchandising allowance
B) promotional product
C) case allowance
D) co-op promotion
E) incentive program
A cosmetic company asked 293 women who were wearing their StayColor line of
cosmetics to rub their cheeks against their shirts using “the pressure they use when
caressing someone else’s face.” The company was conducting ________.
A) syndicated research
B) custom research
C) case study research
D) secondary research
E) ethnography
The marketing team for the charity American Harvest, a national food bank program,
wants to understand the effectiveness of its fundraising efforts in comparison to those of
similar charities such as Action Against Hunger and Feed America. American Harvest
will most likely use the metric of ________.
A) customer equity
B) conversion rate
C) market share
D) share of customer
E) bounce rate
A(n) ________ can use multidimensional scaling to create perceptual maps.
A) intranet analysis
B) marketing information system
C) data warehouse
D) marketing decision support system
E) competitive intelligence system
Compare F.O.B. origin pricing and F.O.B. delivered pricing.
Why do marketers segment the market and use a target marketing strategy?
How can a marketer use a package to communicate with consumers?
Needs relate to either physical or psychological functions. How does Levi Strauss &
Co. satisfy both of these needs with Levi’s jeans?
Why should a firm be aware of its competitors’ distinctive competencies?
When might a marketer be most likely to use a comparative ad?
To determine the break-even point, a firm first needs to calculate the contribution per
unit. What does this mean?
The Chair Trade is an independent furniture store that specializes in selling Amish-style
furniture and household items. Until the first of the year, its overall sales revenue was
slowly increasing. Since the first of the year, however, sales of small items increased
while sales of furniture decreased, leading to declining sales revenue. How could the
owner of the store rely on market intelligence to understand the change in consumer
buying behavior? Should the owner rely solely on market intelligence? Why or why
not?
What are the similarities and differences between manufacturers’ agents and selling
agents?
During past years, the Oreo cookie has undergone many changes. It is no longer just a
cookie. Oreo cookies now appear in breakfast cereals, ice cream, pie crust, cake mix,
frosting, brownies, and granola bars. These are all examples of which type of growth
strategy?
What is a benefit of a demonstration ad for a product, and when is this type of
execution format most useful?
Explain how business planning helps managers in a firm.
What is the difference between consumer goods and consumer services? Give an
example of each.
What are some of the potential consumer benefits to purchasing items online?
Explain why effective communication occurs only when the source and the receiver
have a mutual frame of reference.
Compare and contrast the three distribution strategies, giving examples of products that
might be distributed through each strategy.
Why is the image of telemarketers more positive in business marketing than it is in
consumer marketing?
What is the difference between a product line and a product mix?
How can a firm benefit from involvement in a contractual VMS?