Department stores are most likely characterized by ________.
A) narrow product lines
B) specialty goods and services
C) predatory pricing strategies
D) deep assortments of luxury brands
E) wide varieties of product lines
Jeff Barkins is a conscientious marketing manager. Sometimes, Jeff and his staff are
unclear what decisions to make when faced with moral dilemmas. Jeff and other
managers could create broad guidelines that everyone in the organization must follow in
the form of a ________.
A) business value statement
B) company mission statement
C) company vision statement
D) corporate marketing ethics policy
E) financial statement
The strategy of setting a low initial price to attract a large number of buyers quickly and
win a large market share is referred to as ________.
A) market-skimming pricing
B) market-penetration pricing
C) value-added pricing
D) target costing
E) deceptive pricing
The initial function of a marketing information system is ________.
A) generating insights from market consumption patterns
B) analyzing the results of marketing research studies
C) evaluating information from internal and external sources
D) assessing the information needs of a company
E) hiring research firms to conduct market research
Opinion leaders are also known as ________.
A) lagging adopters
B) leading adopters
C) early mainstream adopters
D) late mainstream adopters
E) barnacles
Providing a host-country partner the right to use a company’s manufacturing process,
trademark, patent, trade secret, or other item of value is referred to as ________.
A) joint ownership
B) direct exporting
C) direct investment
D) management contracting
E) licensing
Which of the following is true of focus group discussions?
A) They usually employ large samples.
B) Consumers’ facial expressions are hidden.
C) Results can be easily generalized to an entire population.
D) The quantitative data can be evaluated quickly and economically.
E) Consumers are not always honest and open about their opinions.
________ means marketing a product in a foreign market without making any changes
to the product.
A) Product adaptation
B) Straight product extension
C) Communication extension
D) Product invention
E) Communication adaptation
One of the demographic trends seen in the United States over the last few decades is the
decrease in the proportion of ________.
A) professional workers
B) manufacturing workers
C) white-collar workers
D) telecommuters
E) female employees
Which of the following characteristics of a product is defined as “freedom from
defects”?
A) quality
B) feature
C) style
D) value
E) design
Jones & Company, a major retail chain across the United States, offers a wide range of
consumer goods such as clothing, furniture, home appliances, cosmetics, jewelry, and
food. Jones & Company is best described as a ________.
A) supermarket
B) department store
C) specialty store
D) pop-up store
E) category killer
________ refers to persuading people to buy goods they had no thought of buying.
A) Sustainable marketing
B) High-pressure selling
C) Customer-driven marketing
D) Redlining
E) Reverse redlining
A marketing firm has been assigned the task of watching trends in personal income,
savings, and interest rates. The marketing firm is most likely gathering information
about consumers’ ________.
A) social network usage rates
B) economic situations
C) occupational needs
D) purchasing perceptions
E) brand affiliations
What is most likely the first major marketing decision that a retailer must take?
A) positioning
B) targeting
C) segmentation
D) differentiation
E) promoting
The ________ style of advertising shows ordinary people clearly using a product in a
normal setting.
A) personality symbol
B) slice of life
C) mood or image
D) testimonial evidence
E) technical expertise
The new product development process usually starts with ________.
A) idea screening
B) idea generation
C) concept development
D) concept testing
E) market strategy development