Descriptive research using a ________ design tracks the responses of the same sample
of respondents over time.
A) latitudinal
B) cause-and-effect
C) longitudinal
D) cross-sectional
E) hierarchical
BeneBag is a marketer of reusable shopping bags made 100% from recycled materials.
The side of each BeneBag reads “Helping you do your part for Mother Earth.” BeneBag
is most likely trying to target which of the following?
A) locavores
B) ethical relativists
C) bottom-of-the-pyramid customers
D) ethnocentrists
E) green customers
Even though most people in the original target market for electric toothbrushes already
knew how to brush their teeth, consumers still had some learning to do in order to make
good use of the new brushing technique. The electric toothbrush is an example of a
________.
A) dynamically continuous innovation
B) nonradical innovation
C) competitive innovation
D) knockoff
E) discontinuous innovation
________ is a well-known system based on psychological traits that correlate with
consumer behavior. It divides the entire U.S. population into segments and then sells
pieces of this information to clients for specific strategic applications.
A) VALS™
B) Decitica
C) AIO
D) PRIZM
E) NAICS
What are two major forms of direct-response television (DRTV)?
A) shows on home shopping networks and infomercials
B) home-selling and toll-free response
C) home television response and attention commercials
D) direct selling and m-commerce
E) home shopping networks and short-messaging systems
Many businesses today are abandoning traditional business attire and allowing their
employees to come to work in business casual that typically does not include ties,
cufflinks, or business suits. There has been a decrease in the sale of silk ties as a result
of this cultural trend. A decrease in consumer demand for silk ties has led to a decrease
in demand for silk because the demand for silk is ________.
A) independent
B) micro-dependent
C) derived
D) inelastic
E) fixed
Several years ago, the Paradise Surf Shop was the only surf-gear store catering to
women. It carried everything the serious female surfer needed to ride the waves. In
terms of its merchandise assortment, it had a ________ assortment.
A) shallow and deep
B) narrow and deep
C) shallow and broad
D) broad and deep
E) shallow and narrow
A company did a comprehensive examination of how pit crews in an auto race work to
quickly get a racecar into the pit area, gas the car, perform other maintenance, and get
the car back on the track. The company wanted to see if it could adapt some of the
teamwork techniques used by pit crews to speed up its order processing. The company
conducted a(n) ________.
A) focus group
B) concept test
C) case study
D) worker intercept
E) ethnographic study
A new product carries a low price for a limited period of time to attract customers in
what type of pricing strategy?
A) price skimming
B) trial pricing
C) penetration pricing
D) specialty pricing
E) price bundling
Many airlines now sell tickets almost exclusively through online third-party vendors.
This is an example of a ________ strategy.
A) distribution
B) return on marketing investment
C) marketing control
D) product
E) promotional
Which advertising agency specialist is responsible for acting as the voice of the
consumer in creating effective advertising?
A) the account executive
B) the account planner
C) the creative director
D) the media planner
E) the art director
Camille was standing in the checkout line at her neighborhood grocery last night when
she saw a display of Hostess Twinkies. She remembered how much she had enjoyed
Twinkies as a child, and she knew she just had to buy a package of Twinkies, even
though it was not on her shopping list. For Camille, Twinkies are an example of a(n)
________.
A) unsought product
B) impulse product
C) staple
D) emergency product
E) MRO product
The last step in developing a positioning strategy is to ________.
A) evaluate responses and modify as needed
B) identify segmentation variables
C) analyze the competitors’ positions in the marketplace
D) describe a product with a competitive advantage
E) finalize the marketing mix
When marketers develop ________ strategies, they make decisions about product
benefits, features, styling, branding, labeling, and packaging.
A) communication
B) product
C) equity
D) total quality management (TQM)
E) Six Sigma
Which of the following advertising situations would LEAST likely be considered
puffery?
A) a mouthwash that claims to make your mouth feel its freshest
B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each
day
C) children growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out
her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and
a rainbow on the horizon
________ is a pricing tactic a firm uses for two products that work only when used
together. The firm sells one item at a very low price and then makes its profit on the
second high-margin item.
A) Two-part pricing
B) Price bundling
C) Captive pricing
D) Penetration pricing
E) Skim pricing
A patient of Dr. Albrecht told the dentist he needed to buy a machine that would
sterilize his tools without using any water because water tends to cause the tools to rust
or corrode over time. In terms of the buying center, the patient had the role of
________.
A) decider
B) liaison
C) agent
D) user
E) influencer
A consumer purchase decision made with a great deal of consumer effort is a type of
________.
A) habitual decision making
B) extended problem solving
C) independent heuristic rating
D) dependent heuristic rating
E) limited problem solving
Unlike innovators, early adopters ________.
A) compose the smallest of the adopter categories
B) have greater concern for social acceptance
C) have stronger physiological needs than others in the population
D) are light media users
E) are well educated
A Colorado ski resort opens its mountain ski trails during the summer months for the
recreational enjoyment of mountain bike riders. The resort is doing which of the
following?
A) using disintermediation
B) using total quality management (TQM)
C) using capacity management
D) maintaining the core service
E) using gap analysis
Which group of independent intermediaries can be divided into the two broad types of
full-service and limited-service?
A) brokers
B) agents
C) sales branches
D) specialty wholesalers
E) merchant wholesalers
Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural
health products and related services. In order to implement integrated marketing
communications, Tara has hired a marketing communications director, whose job it will
be to ensure that each ________ will deliver a consistent and positive message to
consumers about the company.
A) public relations message
B) touchpoint
C) advertisement
D) logo
E) media vehicle
________ refers to a company’s estimate of the number of consumers who are willing
and able to pay for a product.
A) The market segment
B) Potential demand
C) Return on marketing investment
D) The marketing mix
E) The mass market
________ components of the promotion mix do not seek a short-term increase in sales.
Instead, with these communication activities, the company tries to maintain a positive
image of an organization and its products.
A) Personal selling
B) Sales promotion
C) Public relations
D) Word-of-mouth
E) Direct marketing
For the business market, a multipurpose absorbent used to clean up any type of spills
would be an example of a(n) ________.
A) repair product
B) operating supply
C) maintenance product
D) restoration product
E) consumer product
Which of the following is another name for the channel leader?
A) materials expert
B) distribution facilitator
C) franchiser
D) channel captain
E) logistics leader
Business-to-consumer companies are more likely to emphasize a ________ strategy,
while business-to-business companies are more likely to emphasize a ________
strategy.
A) pull; push
B) push; pull
C) push; pulse
D) pulse; pull
E) pulse; push
A ________ supplier pledges to pay producers in developing countries a price sufficient
to ensure that the workers who produce the goods receive a fair wage and that the
manufacturers use environmentally sustainable practices when possible.
A) green
B) societal
C) gray
D) fair
E) utilitarian
A data scientist is also known as a(n) ________.
A) intelligent agent
B) search engine optimizer
C) data broker
D) business intelligence developer
E) reality miner
A person’s attitude has three components: ________.
A) affect, cognition, and behavior
B) psychological, physiological, and situational
C) situation, emotion, and environment
D) cognitive, operant, and situational
E) ritual, cultural, and referential
Which of the following is NOT a form of direct marketing?
A) mass marketing
B) catalogs
C) direct mail
D) telemarketing
E) m-commerce
The ROMI of a campaign is an example of a(n) ________.
A) promotion
B) marketing metric
C) action plan
D) situation analysis
E) promotional strategy