In a territorial sales force structure, as each salesperson travels within a limited
geographic area, travel expenses are relatively small.
Persuasive advertising aims to build a selective demand.
The macroenvironment consists of the factors close to the company that affect its ability
to serve its customers, such as suppliers, customer markets, competitors, and publics.
New World Food Supplements continuously seeks real product and marketing
improvements for its line of vitamin and protein supplements. This information
indicates that New World is involved in consumer-oriented marketing.
Derived demand refers to the business demand that ultimately comes from the demand
for consumer goods.
When a company chooses what principle to follow on issues of ethics and social
responsibility, there are two common philosophies to use as guides: let the free market
and legal system decide or let individual mangers and companies choose.
In a pure monopoly, the market consists of many buyers and sellers who trade over a
range of prices rather than a single market price.
Sheffield Cargo serves both consumer and business markets, but most of its revenue
comes from its business customers. Of late, the business customers of Sheffield Cargo
have demanded a change in the packaging of heavy cargo along with a more
sophisticated and user-friendly extranet framework. Sheffield Cargo is under pressure to
offer better products and services or risk losing a huge portion of its customers. This is
an example of ________.
A) a new task
B) a modified rebuy situation
C) a straight rebuy situation
D) trade exchange
E) reverse auction
Which of the following stages of the PLC is characterized with the same level or
slightly higher level of promotional expenditures in an attempt to respond to increasing
competition?
A) growth
B) decline
C) maturity
D) product development
E) adoption
What is the most likely reason that direct-response television marketing has increased
in recent years?
A) uses of social media
B) shifts in demographics
C) increases in global demand
D) changes in FTC legislation
E) advancements in technology
To communicate effectively, a marketing communicator should most likely ________.
A) ensure that the encoding and decoding processes are different
B) encode and decode the message personally and frequently
C) understand the consumer’s field of experience
D) foresee unplanned static or distortion
E) use familiar words and symbols
Carey David’s wholesale company helps retailers train salesclerks, improve store
layouts and displays, and set up inventory control systems. According to this
information, which of the following wholesaler’s channel functions is provided by
Carey David?
A) buying and assortment building
B) selling and promotion services
C) risk bearing services
D) marketing information
E) management services and advice
Low-interest financing and longer warranties are both examples of ________.
A) segmented pricing
B) promotional pricing
C) product bundling pricing
D) captive product pricing
E) product-form pricing
FencePro, a local company, has developed an entirely new mounting system for chain
link fences. After acquiring a distributor, FencePro now has the ability to market its
products nationwide. FencePro is most likely following a ________ strategy.
A) market penetration
B) market development
C) downsizing
D) product adaptation
E) product development
When Heinz introduced EZ Squirt packaging and new colors such as Blastin’ Green and
Awesome Orange to revitalize consumer buying, the company was modifying the
________.
A) market
B) pricing strategy
C) distribution
D) product
E) competition
________ can adopt one of two competitive strategies: they can challenge the leader or
they can play along with competitors and not rock the boat.
A) Runner-up firms
B) Market nichers
C) Global investors
D) Localized marketers
E) Market developers
The economic environment consists of economic factors that affect ________.
A) cultural patterns of communities
B) entrepreneurial orientation of a population
C) the quality of technological innovation
D) consumer purchasing power
E) the natural environment
Kao Corp., a deodorant-manufacturer, invited teenage girls to make an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) societal marketing
B) the production concept
C) the selling concept
D) partner relationship management
E) consumer-generated marketing
The managers of Alfredo’s Pizza, a popular pizzeria in New York City, have been
increasingly encouraging senior citizens to visit the pizzeria’s numerous outlets spread
across the city. Anticipating a rise in the population of senior citizens in the area, the
management of Alfredo’s Pizza is seeking to tap into this promising segment that
consists of retired, affluent consumers. In this instance, the managers of Alfredo’s Pizza
are anticipating company growth through ________.
A) market development
B) product development
C) mass customization
D) niche marketing
E) product differentiation
All of the following are benefits of online direct marketing for buyers EXCEPT
________.
A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience and speed
E) privacy
________ online marketing involves consumers buying or exchanging goods or
information directly with one another.
A) B-to-C
B) B-to-B
C) C-to-C
D) C-to-B
E) B-to-G
What is experimental research and when is it used?
What is the FTC three-day cooling off rule? What purpose does the rule serve?
Discuss the affordable method of setting the total budget for advertising.
Why are critics concerned about companies acquiring competitors?
The three types of shopping centers are regional shopping centers, community shopping
centers, and neighborhood shopping centers/strip malls. Describe how they are different
from each other.
Michael Porter suggested four basic competitive positioning strategies that companies
can follow, three winning strategies and one losing one. Name and describe these four
different strategies.