Intensive distribution seeks many outlets in a market, while selective distribution seeks
only one outlet in a given market area.
In the 1950s concept of the 12 categories of a marketing mix, ________ included
decisions about which products to offer and where to sell them.
A. servicing
B. product planning
C. promotions
D. channels of distribution
E. fact finding and analysis
________ are officially published prices for media such as magazines, newspapers,
radio, and out-of-home.
A. Upfront markets
B. Scatter buys
C. Rate cards
D. Ad traffics
E. Media audits
Which of the following statements about retailers and retailing activities is true?
A. Wholesalers cannot generate revenue through retailing.
B. Retailers generate most of their revenue through selling to institutions.
C. Retailers sell products to consumers for nonbusiness use.
D. About half of all U.S. workers are employed by retailers.
E. Retailers sell only to businesses.
Which of the following is NOT an aspect of Internet research panel management?
A. developing and administering an incentive program
B. creating representative data for the general population
C. periodic reprofiling of members
D. cleaning and refreshing the panel
E. reporting on composition and response rates
Puffery is a term for a(n)________.
A. straightforward promotional message
B. claim of superiority that cannot be proven true or false
C. emotional appeal to consumers
D. subliminal appeal to consumers
E. exaggerated claim that can be disproven
Which of the following is aimed at encouraging consumers to share a company’s
marketing message with friends?
A. advertising
B. sales promotions
C. sponsorships
D. personal selling
E. viral marketing
In a marketing plan, the ________ section includes the anticipated outcomes based on
achieving predefined market goals.
A. measurement and controls
B. company description, purpose, and goals
C. forecasting
D. marketing situation
E. marketing strategy
After concept development, a firm would engage in which stage of developing and
marketing a new product?
A. idea screening
B. marketing strategy
C. business analysis
D. product development
E. test marketing
Cost to retain a customer is an example of a(n) ________.
A. brand awareness measurement
B. brand health measurement
C. advertising report card category
D. key performance indicator
E. purchase intention measurement
Fab Fabrics is a medium-sized chain of sewing and home craft stores. The company has
committed to improving how it uses marketing measurements. Management of Fab
Fabrics has determined that the minimum expected return on marketing dollars it
requires in order to invest in a marketing activity is five dollars additional profit for
every one marketing dollar spent. This is Fab Fabrics’ ________.
A. key performance indicator
B. customer relationship factor
C. hurdle rate
D. copy test
E. advertising report card
________ is the strength of a conclusion reached through research.
A. Flexibility
B. Validity
C. Responsiveness
D. Reliability
E. Representativeness
________ carry a broad range of choices for a narrow product line.
A. Convenience stores
B. Specialty stores
C. Superstores
D. Discount stores
E. Off-price retailers
A local restaurant sells lunch entrees for $7.95, $9.95, and $11.95. From this
information, you can infer the restaurant uses which of the following?
A. price discrimination
B. odd pricing and price lining
C. dynamic pricing and price lining
D. cost-based pricing and loss-leader pricing
E. dynamic pricing and loss leader pricing
Which of the following is a promotional technique that involves giving buyers free or
low-cost items in the product package to encourage buying?
A. point-of-purchase display
B. sweepstakes
C. loyalty program
D. refund or rebate
E. premium
In a marketing plan, the ________ section identifies the process to monitor achievement
toward attaining the marketing objectives.
A. measurement and controls
B. executive summary
C. forecasting
D. marketing situation
E. marketing strategy
Refer to the scenario below to answer the following questions. Alden Manufacturing
produces small kitchen appliances blenders, hand mixers, and electric skillets under the
brand name First Generation. Alden attempts to target newlyweds and first-time home
buyers with this brand. Considering that most young households have limited financial
resources, Alden has used break-even analysis and analysis of the demand curve to
determine pricing. “In doing this,” Milt Alden stated, “we have better control over
keeping price right in line with customers.” Alden manufactures a three-speed blender,
its top seller, and a five-speed blender. The hand mixers are manufactured in two styles
a small hand-held mixer with two rotating beaters and a similar style that comes with an
optional stand and attached mixing bowl. Alden’s temperature-controlled skillets are
manufactured in one style with three color options. “Our product offerings are
narrower,” Milt Alden added, “but our line workers know each product like the back of
their hands. This allows us to produce superior products while holding our prices low.”
A retail store that carries Alden’s products advertised a special low price on the
company’s three-speed blender. Customers who came to the retail store looking for the
three-speed blender were told that the item was out of stock and were encouraged to
buy the higher-priced five-speed blender. The retailer would most likely be accused of
________.
A. predatory pricing
B. price discrimination
C. loss-leader pricing
D. bait-and-switch pricing
E. price fixing
Which of the following is NOT true about warehouse clubs?
A. They are not full-service stores.
B. They often charge their customers with a modest annual membership fee.
C. They carry items in bulk.
D. They carry a more limited selection of merchandise than that offered by most
grocery stores.
E. Groceries account for the smallest portion of sales revenue.
George is buying his first house. He has found two houses that he thinks he likes. He is
highly involved in the purchase and knows that making the wrong choice could affect
him for years to come. George will likely undertake ________.
A. limited problem solving
B. significant problem solving
C. opinion leadership
D. routine response problem solving
E. norm-seeking behavior
FedEx offers its customers fast and reliable package delivery. When FedEx customers
weigh these benefits against the monetary cost of using FedEx along with any other
costs of using the service, they are acting upon ________.
A. loyalty
B. relationship marketing
C. customer perceived value
D. share of wallet
E. customer lifetime value
Favorite Memories is a small company that specializes in serving women over the age
of 50 who are special occasion gift shoppers overlooked by major competitors. Which
of the following best describes Favorite Memories’ market coverage strategy?
A. undifferentiated marketing
B. mass marketing
C. differentiated marketing
D. niche marketing
E. multisegment marketing
You receive a report that 68% of your target market has been exposed to your ad
campaign during a given period of time. The information in the report relates to
________.
A. reach
B. frequency
C. impact
D. engagement
E. ad traffic
Which of the following is true about a simple random sampling?
A. The researcher uses his or her judgment to select people who appear to best fit the
requirements of the sample.
B. Convenience is the key determinant of who participates.
C. Respondents help identify other respondents for the sample.
D. Every member of the population is included in the sample.
E. Each member of the population has an equal chance of being included in the sample.
________ are responsible for managing multiple brands in a product line.
A. Category managers
B. Brand managers
C. Communications managers
D. Market managers
E. Sales managers
Which of the following is(are) examples of product mix depth?
A. hamburger and cheeseburger
B. hamburger and apple pie
C. Coke and Diet Coke
D. A and C
E. all of the above
The ________ is a document that includes an assessment of the marketing situation,
marketing objectives, and marketing initiatives.
A. marketing mix
B. marketing plan
C. value proposition
D. value chain
E. management plan
________ is communicating a product or service message to as broad a group of people
as possible with the purpose of positively influencing sales.
A. Market targeting
B. Target marketing
C. Mass marketing
D. Positioning
E. Multisegment marketing
Which of the following questions most closely involves analysis of the product element
of the marketing mix?
A. What do competitors charge for their products?
B. What is the target’s level of awareness for each competitive brand?
C. What are the company’s manufacturing costs?
D. Are there any foreseeable changes in the requirements of the target?
E. Will wholesale, retail, or direct-to-consumer channels be used?
Product placement in television programs and movies is an example of ________.
A. branded entertainment
B. user-generated content
C. search marketing
D. networking
E. out-of-home advertising.
Product mix ________ refers to the number of different product lines the company
offers.
A. length
B. height
C. width
D. perimeter
E. depth
Which of the following factors is most likely to be used to create store atmospherics?
A. employee training
B. sales promotion
C. store layout
D. event sponsorship
E. price points
Under a pay-for-performance compensation strategy, salespeople are paid based on the
________.
A. number of new customers they secure
B. product knowledge they exhibit
C. quality of their relationships with major customers
D. amount of sales or profits they deliver
E. number of sales calls they make
Blogs and social networks are both examples of ________.
A. consumer-generated content
B. broadcast media
C. out-of-home media
D. search marketing
E. branded entertainment
A company that does not want to add to the product lines in its portfolio would be most
likely to select which of the following options?
A. multibranding
B. bundling
C. brand extension
D. brand stretching
E. line extension
Explain the purpose of developing consumer insights and provide three examples of
questions that could be addressed by consumer insights.
Briefly compare and contrast high-involvement and low-involvement situations for
consumers.
How might a logistics manager balance the need to both satisfy customer demands and
maximize channel profit?
What can marketers expect to happen when a brand’s promise is not regularly fulfilled?
Explain two reasons that boycotts are effective.
A local appliance store is advertising the sale of a 27-inch color TV for only $199. The
ad states that this price will apply only to TVs that are in stock and no rain checks will
be given. Fifteen minutes after the store opens on the day of the sale of the TV, a
customer is told by a sales clerk that all of the TVs selling for $199 have been sold.
However, the sales clerk is very happy to show the customer a similar TV for only
$399. What pricing strategy is the store implementing and why?
What is required to manage products with different targets within the same product
portfolio?
Angela’s company is trying to determine whether to enter a new market segment. How
might her company use Porter’s Model to make a decision?
Identify two tools that can be used in the process of marketing accountability.
Explain how marketers use personality in marketing products and services.
Identify three possible sources of inputs for a marketing plan.
Briefly explain the following statement: “Everyone has some experience with
marketing.”
Why might the inclusive method of brand valuation be the best way determine a brand’s
true value?
Briefly explain the roles of consumers, businesses, governments, and NGOs in the
society of the United States.