Which of the following is the most likely result of a marketing strategy that attempts to
serve all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) All customers will directly turn into customer evangelists.
D) Not all customers will be satisfied.
E) Customers will not show interest in any other company’s products.
In which of the following steps of the selling process is a salesperson most likely to
meet the customer for the first time?
A) prospecting
B) preapproach
C) follow-up
D) approach
E) closing
The Pure Drug Company produces insulin, a product with a very stable demand. Even
though the price changed several times in the past two years, the demand for Pure
Drug’s insulin remained relatively unaffected. In this instance, the demand for insulin is
representative of ________ demand.
A) latent
B) negative
C) inelastic
D) derived
E) composite
Which of the following terms best represents the communication channel that a
company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
An increasing number of retailers and wholesalers have created their own ________,
also called store brands.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer’s brand
Which of the following promotion tools involves building up a positive corporate image
and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
A pastor from Kansas believes that adultery is immoral. This refers to the pastor’s
________.
A) secondary belief
B) acquired belief
C) social identity
D) core belief
E) cultural orientation
Over the past few years, Binney and Smith’s Crayola crayons has expanded to more
than 80 countries around the world. Crayola crayons are in the ________ stage of the
PLC.
A) introduction
B) laggard
C) maturity
D) decline
E) incubation
Which of the following is a drawback of local marketing?
A) Local marketing increases manufacturing costs by reducing the economies of scale.
B) Local marketing requires specialization that is difficult to identify.
C) Local marketing is not profitable for most small firms.
D) Local marketing cannot accommodate the needs of modern buyers who are
technology savvy.
E) Local marketing almost always results in brand dilution.
Which of the following is true with regard to media publics?
A) The primary function of this group is to protect the interests of minority groups.
B) This group carries news, features, and editorial opinion.
C) The primary function of this group is to critique the marketing decisions of
companies.
D) This group includes neighborhood residents and community organizations.
E) This group directly influences the company’s ability to obtain funds.
After the purchase of a product, consumers will be either satisfied or dissatisfied and
engage in ________.
A) consumer capitalism
B) alternative evaluation
C) postpurchase behavior
D) consumer ethnocentrism
E) information searches
Which of the following stages of the PLC is characterized with high promotional
expenditures that result from an effort to create consumer awareness?
A) growth
B) product development
C) maturity
D) introduction
E) decline
In a SWOT analysis, ________ include favorable trends in the external environment.
A) strengths
B) challenges
C) weaknesses
D) opportunities
E) threats
Which of the following is true with regard to products?
A) The quality of products is far more difficult to measure than that of services.
B) Products do not include experiences, organizations, persons, places, and ideas.
C) Products are not meant for sale in the market.
D) Products include services, events, persons, places, organizations, ideas, or a mixture
of these.
E) Products refer to only those activities that are essentially intangible.
The AIDA model identifies the characteristics of an effective ________.
A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response
One look at a Pedigree ad or a visit to the Pedigree.com Web site confirms that the
people behind the Pedigree Brand really do believe the “We’re for dogs” mission.
Associates are even encouraged to take their dogs to work. To further fulfill the “We’re
for dogs” brand promise, the company created the Pedigree Foundation, which along
with the Pedigree Adoption Drive campaign, has raised millions of dollars for helping
‘shelter dogs” find good homes. This information indicates that Pedigree is practicing
________.
A) consumerism
B) environmental sustainability
C) a sustainability vision
D) innovative marketing
E) sense-of-mission marketing
A ________ is a group of products that are closely related because they function in a
similar manner, are sold to the same customer groups, are marketed through the same
type of outlets, or fall within given price ranges.
A) product line
B) line extension
C) private brand
D) multibrand
E) new brand
In the context of media timing, ________ means scheduling ads evenly within a given
period.
A) sequencing
B) narrowcasting
C) continuity
D) routing
E) pulsing
________ calls for meeting the present needs of consumers and businesses while also
preserving or enhancing the ability of future generations to meet their needs.
A) Sustainable marketing
B) Ambush marketing
C) Consumerism
D) Environmentalism
E) Strategic planning
Consumer advocates, government agencies, and other critics have accused marketing of
harming consumers through ________.
A) technological obsolescence
B) sales promotion tactics
C) viral marketing
D) anti-trust laws
E) planned obsolescence
What are two potential drawbacks of creating separate products and marketing
programs for each generation?
How do companies identify attractive market segments? How do they choose a target
marketing strategy?
Why is government regulation necessary to protect consumers from unfair business
practices?
How do people’s views of nature affect marketers?
Briefly describe the process of value-based pricing.
What is a value delivery network?
Why do businesses use cash discounts when they are in essence losing some money on
the sale?