In general, companies that focus on a triple bottom line are most likely to place a
priority on which of the following?
A) sustainability
B) the production orientation
C) the selling orientation
D) manufacturing on demand
E) instapreneurship
The marketing goal for a product in the growth stage of its product life cycle is to
________.
A) stabilize profit margins
B) encourage brand loyalty
C) reach peak sales levels
D) compete on the basis of price
E) maintain market share
It is most accurate to say that total quality management firms believe that it is the
responsibility of ________ employees to serve the needs of customers.
A) marketing
B) research and development
C) human resource
D) management
E) all
For which of the following operations would telemarketing efforts likely be the most
successful and the most profitable?
A) selling magazine subscriptions to consumers
B) selling double-pane windows to home owners
C) selling plastic bottles to a bottling company
D) asking people for charitable donations
E) selling vacation packages to people who earn $50,000 or more annually
To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high
concentrations of young working women. These women responded best to
advertisements conveying the message that Suave is inexpensive, yet will make their
hair “look like they spend a fortune on it.” What segmentation tool did Unilever use in
this example?
A) geotargeting
B) geodemography
C) the hierarchy of needs
D) projective techniques
E) ethnography
All of the following are stages in the product life cycle EXCEPT which one?
A) introduction
B) adoption
C) growth
D) maturity
E) decline
In one-to-one marketing, the final step is to ________.
A) interact with the customers and find ways to improve cost efficiency
B) make efficiency of interactions with customers the priority
C) differentiate among these customers in terms of both their needs and their value to
the company
D) customize some aspects of the products or services offered to each customer
E) implement a mass customization program
At the least a channel of distribution consists of a producer and a(n) ________.
A) wholesaler
B) agent
C) broker
D) intermediary
E) customer
A selective distribution strategy is most suitable for which consumer product category?
A) convenience goods
B) unsought goods
C) shopping products
D) luxury products
E) materials and supplies
Through its CRM program, an online clothing company records information about each
time a customer makes a purchase or clicks on a link through an email or an online
advertisement. These interactions are examples of ________.
A) customizations
B) touchpoints
C) analytics
D) optimizations
E) impressions
________ income is the amount of money an individual has left to spend after paying
for necessities such as housing, utilities, food, and clothing.
A) Discretionary
B) Gross product
C) Standard of living
D) Inflationary
E) Per capita
________ is research a single firm conducts to provide answers to specific questions.
A) Syndicated research
B) Custom research
C) Consumer data
D) Perceptual tracking
E) Internal data
Experts predicting that destination retail will be a future trend believe that consumers
will soon visit retailers more for ________ than for the basic process of purchasing
products.
A) information
B) credit services
C) comparison shopping
D) entertainment
E) social opportunities
Which of the following is true about a probability sample?
A) The observation method is used to select people who appear most willing to
participate.
B) Convenience is the key determinant of who participates.
C) A researcher uses personal judgment to select participants.
D) Every member of the population is included in the sample.
E) Each member of the population has some known chance of being included in the
sample.
Which of the following is NOT required by the U.S. Food and Drug Administration
(FDA) on the labels of most foods sold in the United States?
A) amount of saturated fat in the product
B) sources of all ingredients in the product
C) amount of cholesterol in the product
D) number of calories in the product
E) amount of protein in the product
Sony found that Japanese commuters had difficulty using standard laptops on crowded
rush-hour trains since standing commuters have no laps. So it created the U as a
‘standing computer.” The U includes a touch screen and small keyboard that can be used
while standing or on the move. This is an example of ________.
A) straight product extension
B) product invention
C) product adaptation
D) dual adaptation
E) standardization
Which of the following is the best example of a consumer good?
A) the riding lawn mower purchased by the landscaping company
B) the disposable diapers purchased by the new mother for her baby
C) the paint purchased by the contractor
D) the cookies purchased for the daycare center
E) the art supplies purchased for the elementary school art center
The most appropriate strategy for a firm that wants consumers to see it as a specialist
with a clear, specific position in the market is a(n) ________.
A) full-line strategy
B) limited-line strategy
C) undifferentiated strategy
D) upward line stretch
E) downward line stretch
Which stage of activity in logistics involves waste disposal and recycling?
A) inbound logistics
B) operations
C) outbound logistics
D) reverse logistics
E) services
Marketers would be most likely to use ________ to come up with ideas for new
strategies and opportunities or to get a better understanding of a problem they are
currently experiencing with a product.
A) experimental research
B) experiential research
C) exploratory research
D) causal research
E) secondary research
________ strategies emphasize both new products and new markets to achieve growth.
A) Diversification
B) Market penetration
C) Market development
D) Product development
E) Cash cow
A company makes several different kinds of shampoo, but it did not have a dandruff
shampoo designed for women until it added Pro-Women antidandruff shampoo. This is
an example of a(n) ________.
A) downward line stretch
B) upward line stretch
C) cannibalization strategy
D) filling-out strategy
E) product line contraction
Which stage in the product life cycle is usually the longest?
A) introduction
B) development
C) growth
D) maturity
E) decline
A brand of variety stores is part of a wholesaler-sponsored voluntary chain. This means
these retailers are members of a(n) ________ vertical marketing system (VMS).
A) administered
B) conventional
C) corporate
D) horizontal
E) contractual
Practically every brand of soft drink ever made is available at Mom’s Soda Shop;
regional beverages from around the world can be purchased at the retailer’s web site.
The retailer targets people who have developed a fondness for a particular soft drink
and can no longer find it. The retailer’s ________ is all types of soft drinks.
A) branding strategy
B) product objective
C) positioning strategy
D) marketing mix
E) product mix
Mass marketers such as Walmart often ignore market segment differences and target the
whole market with one offer. What is this approach to targeting?
A) undifferentiated targeting
B) differentiated targeting
C) target marketing
D) concentrated targeting
E) mass customization
The ________ for a guest paying for a night’s stay at a hotel is the use of a bed,
bathroom, towels, dresser, light, and closet.
A) actual product
B) core product
C) value-deliverable product
D) customized benefit
E) augmented product
In ________, a master distributor recruits other people to become distributors. The
master distributor sells the company’s products to the people she entices to join and
receives commissions on all the merchandise sold by the people she recruits.
A) multilevel marketing
B) integrated sales
C) disintermediated sales
D) hierarchical sales
E) party plan systems
Developing a new product to meet the minimum qualifications of an unmet need is
integral to the ________ approach to marketing.
A) social
B) pure selling
C) product fulfillment
D) market fulfillment
E) product improvement
Saturn is “a different kind of company, different kind of a car;” the Hummer is “like
nothing else.” These statements indicate a firm’s ________.
A) product portfolio
B) target markets
C) positioning
D) brand personality
E) segmentation
Truck jobbers are limited-service merchant wholesalers who would most likely handle
which of the following?
A) building materials
B) fruits and vegetables
C) coal and lumber
D) cosmetics
E) magazines