Attributes are the most desirable level for brand positioning because competitors can
easily copy attributes.
The major activity in strategic planning is business portfolio analysis, whereby
management evaluates the products and businesses that make up the company.
Shopper marketing involves focusing the entire marketing process’”from product and
brand development to logistics, promotion, and merchandising’”toward turning
shoppers into buyers at the point of sale.
Style is a larger concept than design. Design simply describes the appearance of a
product.
Social class is based on shared value systems and common life experiences and
situations.
The Gen Xers are increasingly displacing the lifestyles, culture, and values of the baby
boomers.
Integrating the promotion mix starts with suppliers.
A product’s position is the place it occupies relative to competitors’ products in
consumers’ minds.
Internal databases usually can be accessed more quickly and cheaply than other
information sources.
Nontariff trade barriers include restrictive product standards.
Cause-related marketing has become a primary form of ________.
A) quality control
B) corporate fraud protection
C) corporate giving
D) legislative lobbying
E) price discrimination
Which of the following situations is expected to enhance the use of targeted advertising
messages by marketers?
A) increase in derived demand in the market
B) increase in ethnic populations
C) rising global inflation rates
D) inadequate quality control
E) low advertising budgets
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
The ________ prohibits monopolies and activities (price-fixing, predatory pricing) that
restrain trade or competition in interstate commerce.
A) Sherman Antitrust Act
B) Lanham Trademark Act
C) Fair Packaging and Labeling Act
D) CAN-SPAM Act
E) Magnuson-Moss Warranty Act
Which of the following is a disadvantage of using secondary data?
A) Secondary data is generally not appropriate for consumer products.
B) Collecting secondary data is time consuming.
C) Few sources exist for secondary data.
D) Gathering secondary data is costly.
E) Relevant secondary data can be difficult to locate.
Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning
supplies for her custodial staff, using the same vendor and ordering relatively consistent
amounts of the same products on each purchase. This is an example of ________.
A) a modified rebuy situation
B) a new task
C) a straight rebuy situation
D) reverse auction
E) product differentiation
Coca-Cola cups prominently featured on episodes of American Idol are an example of
________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
Which of the following is the aim of the product concept?
A) improve the marketing of a firm’s best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers’ demands
D) focus on making continuous product improvements
E) ensure that product promotion has the highest priority
Marketing mix planning begins with ________.
A) building an offering that brings value to target customers
B) finding a suitable promotion strategy for the product
C) setting a reasonable price for the product
D) selecting the right channel for distribution of the product
E) calculating the total costs involved in manufacturing the product
Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his
business. Joe has a limited budget and would like to gather free secondary data. What is
the best option for Joe?
A) mail questionnaires
B) focus group interviews
C) Internet search engines
D) personal interviews
E) commercial online databases
In 1994, ________ established a free trade zone among the United States, Canada, and
Mexico.
A) GATT
B) the WTO
C) NAFTA
D) the EU
E) CAFTA
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
In the aftermath of the Great Recession of 2008 to 2009, consumers ________.
A) have become more value conscious
B) have become less value conscious
C) exhibit great interest in prestige pricing
D) show no interest in price cutting
E) rarely endorse value-for-money deals
________ involves designing and producing the container or wrapper for a product.
A) Packaging
B) Patenting
C) Servicing
D) Co-branding
E) Labeling
Which type of wholesaler sells to manufacturers rather than to retailers?
A) industrial distributor
B) full-service wholesaler
C) cash-and-carry wholesaler
D) wholesale merchant
E) limited-service wholesaler
Azure Air, an airline company, offers attractive prices to customers with tighter budgets.
A no-frills airline, it charges for all other additional services, such as baggage handling
and in-flight refreshments. Which of the following best describes Azure Air’s pricing
method?
A) target profit pricing
B) good-value pricing
C) cost-based pricing
D) break-even pricing
E) penetration pricing
In a(n) ________, new products and marketing tactics are tested among specifically
identified groups of customers and stores.
A) controlled test market
B) simulated test market
C) standard test market
D) systematic sample
E) accidental sample
Discuss why a company really needs and benefits from competitors.
Explain how wholesalers have been able to use technology to cut costs.
Discuss sales promotion.
What is a conventional distribution channel?
Alex works in the marketing department of an international company. How can Alex
use modern technologies to conduct market research and better serve his company’s
customers?
Describe social selling and what changes it is bringing to the selling process.