Which of the following is an example of a shopping product?
A) toothpaste
B) fast food
C) laundry detergent
D) television
E) candy
________ is a method of gathering primary data that involves asking people questions
about their knowledge, attitudes, preferences, and buying behavior.
A) Observational research
B) Archival research
C) Survey research
D) Experimental research
E) Causal research
Which statement about convenience products is most likely true?
A) They are distributed exclusively in only one or a few outlets per market area.
B) They are products that consumers rarely consider buying.
C) Luxury cars and designer clothes are examples of convenience products.
D) Consumers need to make special purchasing efforts to buy such products.
E) They are bought by consumers frequently and with minimal comparison.
Estel, a kitchen-cabinet manufacturer, positions its cabinets as furniture with superior
craftsmanship and durability. This is an example of ________ differentiation.
A) product
B) services
C) image
D) people
E) channels
Which of the following is part of the microenvironment of a company’s marketing
environment?
A) a just-in-time inventory system used by the company when making purchase
decisions
B) a set of laws that require the company to scale down its telemarketing calls to
customers
C) a changing demographic picture that requires the firm to make product adaptations
D) a new technology that would ensure significant cost-cutting if implemented in the
firm
E) a set of environmental sustainability laws that significantly impact the company’s
production processes
Which of the following is an example of ethnographic research?
A) The marketing team at Amex Inc. conducts surveys through mail.
B) The marketing team at ProValue Corp. analyzes information from its internal
database.
C) A researcher at Evans Inc. manipulates the variable of price and studies sales
records.
D) A researcher at Louis Inc. visits customers’ homes to observe their daily routines.
E) The research team at Hollis Inc. uses secondary data to draw inferences about the
firm’s customer service.
Which of the following is most likely a true statement about people’s views about
organizations?
A) Many people view work at an organization as a required chore.
B) People don’t expect organizations to carry out society’s work.
C) Confidence in political organizations has increased in recent years.
D) Loyalty towards employers has increased in the past two decades.
E) Many people today see organizations as a source of personal satisfaction.
The team-based new product development approach saves times because departments
work closely together in ________.
A) divisional teams
B) problem-solving teams
C) self-managed groups
D) cross-functional teams
E) independent groups
Which of the following is an example of an industrial product grouped under capital
items?
A) factory
B) cement
C) crude petroleum
D) coal
E) paint
In which of the following customer relationship groups do organizations generally
avoid investing?
A) barnacles
B) strangers
C) butterflies
D) true believers
E) true friends
GT Grand, a manufacturer of ultra-luxury cars, supplies customized vehicles based on
the specific demands of customers in affluent market segments. The company’s
approach is most likely referred to as ________.
A) mass distribution
B) cost leadership
C) consumer-generated marketing
D) target marketing
E) undifferentiated marketing
Which of the following is most likely a true statement about baby boomers?
A) They are the first generation to have grown up with computers.
B) They constitute the largest demographic group in the United States.
C) They were born between 1965 and 1976.
D) They are the most educated generation of Americans.
E) They are the wealthiest generation in U.S. history.
Under a ________ new product development approach, company departments work
closely together in cross-functional groups, overlapping the steps in the product
development process to save time and increase effectiveness.
A) cross-sectional
B) simultaneous
C) sequential
D) team-based
E) systematic
Lakeland Inc. employees get 40 hours paid leave each year to pursue volunteer projects.
The company runs a service day that hosts projects in 25 countries, and it supports a
nonprofit that brings young people into public service for a year. Lakeland could be
most accurately described as practicing ________ marketing.
A) affiliate
B) undifferentiated
C) differentiated
D) innovative
E) sense-of-mission
A(n) ________ is a need that is sufficiently pressing to direct a person to seek
satisfaction.
A) stimulus
B) motive
C) cue
D) perception
E) attitude
Hammond Corp. operates in the highly aggressive electronics market. The firm aims to
obtain early warnings of opportunities and threats caused by the actions of other firms
that are doing well in the industry. Which of the following sources would best serve
Hammond’s purpose?
A) sales data from exclusive Hammond retailers
B) archival data on company performance
C) competitive marketing intelligence
D) research on demographics of its existing customers
E) internal survey on employee performance
Consumers rely less on price to judge the quality of a product when they ________.
A) lack information about the product
B) are unable to research the product
C) have prior experience with the product
D) are unable to judge the quality of the product
E) rely on cues from sellers to differentiate a high or low price
In a SWOT analysis, ________ refer to unfavorable external factors or trends that may
present challenges to performance.
A) threats
B) strategies
C) weaknesses
D) opportunities
E) strengths
Conventions, trade shows, and sales contests are types of ________.
A) point-of-purchase promotions
B) trade promotions
C) advertising specialties
D) business promotions
E) premiums
________ occurs when a company uses its existing brand name for new forms, colors,
sizes, ingredients, or flavors of an existing product category.
A) Line extension
B) Co-branding
C) Private labeling
D) Brand extension
E) Clustered branding
Which of the following statements is most likely true about the new product
development process?
A) The first step in developing a new product involves determining any budgetary or
distribution limitations.
B) Most firms discourage employees from contributing new product ideas because of
legal concerns.
C) In most cases, concept testing is followed by concept development.
D) A product concept should be developed for each idea before it goes through idea
screening.
E) Customers, competitors, and suppliers are major sources of new product ideas.
Wayne Industries, a retail and home improvement store, is developing a new
lawnmower. The marketing strategy for the product has already been developed and
presented. A prototype has also been developed by the company’s R&D team. The
prototype is now being tested rigorously to ensure that there are no product liability
issues. Once the prototype of the lawnmower passes product tests, the next step is most
likely to be ________.
A) test marketing
B) portfolio analysis
C) commercialization
D) internal marketing
E) business analysis
Through ________, brands can be differentiated on features, performance, or style and
design.
A) people differentiation
B) channel differentiation
C) price differentiation
D) services differentiation
E) product differentiation
GreatWords is a book retailer. Due to the increasing demand for audiobooks, the firm
decides to sell audiobooks in its stores. GreatWords signs a deal with Carpem, a leading
producer of educational audiobooks. According to the deal, GreatWords will sell only
Carpem’s audio titles in its stores, while Carpem will not sell its books through other
retailer stores. GreatWords profits from Carpem’s popularity while Carpem, in return,
enjoys better sales. This is most likely an example of a(n) ________ marketing system.
A) direct
B) administered vertical
C) corporate vertical
D) contractual vertical
E) horizontal
Which consumer promotion tool involves selling two products for the price of one?
A) price packs
B) coupons
C) rebates
D) advertising specialties
E) samples