A(n) ________ strategy is implemented when a store places two similar items next to
each other, highlighting the fact that the price of one item is slightly lower than that of
the other item.
A) assimilation effect
B) contrast effect
C) price-placebo effect
D) penetration pricing
E) skimming price
Which of the following is the most accurate comparison of structured and unstructured
data?
A) More unstructured data than structured data is created every day.
B) More structured data than unstructured data is created every day.
C) Computers can organize and understand structured data but not unstructured data.
D) Computers can organize and understand unstructured data but not structured data.
E) Data mining and analysis has historically focused on unstructured data rather than
structured data.
Which of the following is most likely to force a manufacturer to pay a slotting
allowance?
A) a selling agent
B) a merchandise broker
C) a large retail chain
D) a small retailer
E) a rack jobber
Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat
started to notice certain disadvantages of his new car as he learned more about other
cars. Pat was experiencing ________.
A) perceived risk
B) multitasking
C) cognitive dissonance
D) sensory marketing
E) consumerism
When a company begins marketing a new product line in addition to its existing
product lines, it has done which of the following?
A) expanded the length of the product line
B) expanded the width of the product mix
C) expanded the depth of the product mix
D) expanded the width of the marketing mix
E) used a filling-out strategy
Which of the following types of managers would be most likely to engage in
operational planning on a regular basis?
A) the company’s CEO
B) the company’s sales manager
C) the company’s vice president of product research and development
D) the company’s vice president of human resources
E) the company’s chief financial officer
PeopleSoft is an enterprise application software that businesses can use to create more
efficient relationships with suppliers, customers, and employees. To sell the entire
software package, the company uses ________, which includes a technical specialist,
an accounting expert, a human resources expert, and a sales representative.
A) a selling center
B) a buying center
C) transactional selling
D) team selling
E) partner relationship management (PRM)
Expropriation occurs when a government ________.
A) reimburses a foreign company for its assets after taking over the company
B) reimburses a foreign company that has lost facilities due to natural causes
C) refuses to allow its businesses to engage in exporting
D) takes over a foreign operation and provides the seized operation with no
reimbursement
E) imports more than it exports
A ________ is a loyal customer who works for a brand for free.
A) relationship manager
B) stealth marketer
C) brand ambassador
D) public relations specialist
E) brand avatar
Toward the end of the fiscal year, the owner of a small company came back from lunch
concerned because he had learned that a business targeting the same customers as his
was planning on spending $150,000 on promotion. As soon as he arrived at the office,
he called his financial manager and said, “I want to budget $150,000 for next year’s
promotion.” Which method of promotional budgeting did the owner want to use?
A) the objective-task method
B) the percentage-of-sales method
C) the competitive-parity method
D) the bottom-up method
E) the pull-push method
Ed Barney owns a chain of small gift shops. Before buying merchandise to carry in his
store, Barney can visit a ________ where he can examine a manufacturer’s products
before he stocks his stores.
A) sales office
B) manufacturer’s showroom
C) commission merchandise mart
D) merchandise brokerage
E) manufacturer’s office
The theft and unauthorized repurposing of intellectual material via the Internet is called
________.
A) information logistics theft
B) non-permission-based downloading
C) online distribution piracy
D) disintermediation
E) taking title
Which of the following is an advantage offered by cobranding?
A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) Advertising, sales, promotion, and marketing must be carefully coordinated.
D) Brand equity is stabilized.
E) A company can expand its existing brand into a category it otherwise might have
difficulty entering alone.
A ________ is a firm’s total product offering designed to satisfy a group of target
customers.
A) brand
B) product line
C) product mix
D) positioning strategy
E) marketing mix
Jane’s aunt wants a cashmere blanket to put over her legs when she watches television
from her favorite chair. Jane could drive 50 miles and pay $90 for the blanket, or she
could order one off the Internet for $168. Because Jane works fifty hours a week, cares
for three children, and tries to help her aunt, she opts to buy the blanket on the Internet.
This is an example of how ________ influences the consumer decision-making process.
A) a microculture
B) an opinion leader
C) a reference group
D) time
E) learning
Which of the following is NOT a type of pricing objective?
A) elasticity
B) market share
C) profit
D) competitive effect
E) image enhancement
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 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 whom Melina Kanakaredes appeals
A family brand strategy is also called a(n) ________ strategy.
A) cobranding
B) licensing
C) umbrella brand
D) store brand
E) national brand
A catalog retailer studies about 3,500 variables over the lifetime of a customer’s
relationship. It has found that customers who are married, are between the ages of 31
and 44, and have moved within the past year are its most profitable customer segment.
By sending promotional offers to noncustomers who also fit this description, this
catalog retailer has engaged in ________.
A) customer retention
B) customer acquisition
C) customer abandonment
D) customer accrual
E) market basket analysis
A(n) ________ only produces a product when it is ordered.
A) social marketer
B) business-to-business marketer
C) e-commerce marketer
D) marketing planner
E) instapreneur
The first step in the market research process is to ________.
A) determine how data will be collected
B) select samples
C) clearly understand the information needed by managers
D) set the mission statement for the research
E) determine a research design
Ruth Terry is a realtor. In her ads, Terry offers the free use of a moving truck to every
customer she helps either buy or sell a house. This free use of a moving truck is an
example of a ________.
A) benefit
B) demand
C) social marketing concept
D) need
E) production orientation
The measurable quality of a country’s distribution, financial, and communication
systems is referred to as the country’s ________.
A) level of economic development
B) standard of living
C) gross domestic product (GDP)
D) economic infrastructure
E) business cycle
Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer’s
relationship. Through ________, it has found that customers who change residences are
three times more likely than customers who do not move as frequently to buy tables,
fax machines, and decorative products but are no more likely to buy jewelry or
footwear.
A) data mining
B) prospecting
C) sampling
D) reality mining
E) customer acquisition
Aeroxchange.com was founded by 13 airline companies as a Web site where the
companies could purchase all the goods and services for their operations, excluding
aircraft and fuel. Selected suppliers were invited to partner with these airlines at this
site. Items that are traded through Aeroxchange include a wide range of airline-specific
products and services, such as engine components and maintenance. Aeroxchange is an
example of a(n) ________.
A) Web link
B) search engine
C) intranet
D) private exchange
E) crowdsource
A(n) ________ is typically a nondurable good or service that consumers purchase
frequently with a minimum of comparison and effort.
A) specialty product
B) MRO product
C) shopping product
D) convenience product
E) unsought product
The Asian American segment of the population ________.
A) is the largest ethnic group market segment
B) does not yet receive significant attention from marketers
C) has shrunk in the last 10 years
D) is the fastest growing minority group in the United States
E) is too geographically dispersed to form a meaningful market segment
There are ________ different types of SBUs represented within the BCG
growth-market share matrix.
A) two
B) three
C) four
D) five
E) six
Business-to-business marketing differs from consumer marketing in that
business-to-business marketing ________.
A) is targeted at many individual and household customers
B) relies upon frequent impulse purchases
C) emphasizes advertising more than any other element of the promotion mix
D) typically involves competitive bidding and price negotiations
E) usually has one person involved in purchase decisions
A firm’s internal business environment does NOT include its ________.
A) employees
B) corporate culture
C) products
D) technologies
E) customers
When a company provides financial support for an event such as a concert or
tournament, it is using the public relations activity of ________.
A) lobbying
B) sponsorship
C) ambient advertising
D) guerilla marketing
E) flash mobbing
Sometimes supplier selection is based on ________, which means a buyer and a seller
agree to purchase each other’s goods and services even though the terms of the sales
may not be the best available.
A) requisition
B) reciprocity
C) customer references
D) outsourcing
E) reverse marketing
A hamburger stand near the local mall sells hamburgers for $3.99, drinks for $1.99, and
fries for $1.49, while a gourmet restaurant nearby sells entrees for $20, $30, and $45.
Both of these restaurants are using ________.
A) demand-based pricing
B) cost-based pricing
C) psychological pricing
D) prestige pricing
E) penetration pricing
A firm that brings in outside companies to accomplish supply chain activities is using
________.
A) insourcing
B) outsourcing
C) crowdsourcing
D) intensive distribution
E) exclusive distribution