The percentage-of-sales method wrongly views sales as the cause of promotion rather
than as the result.
Marketing logistics involves planning, implementing, and controlling the physical flow
of goods, services, and related information from points of origin to points of
consumption to meet customer requirements at a profit.
A company’s marketing environment excludes the actors and forces outside marketing
that affect marketing management’s ability to build and maintain successful
relationships with target customers.
Online social networks represent an important form of buzz for marketers.
The meaning of value is perceived identically by all consumers.
In some markets, competitors live in relative harmony.
A product line consists of unrelated products that are sold to diverse customer groups.
Branding decisions include selecting a brand name and developing a brand strategy.
Advertising is the least used of the major promotion tools, although it has great
potential for building consumer awareness and reference.
As baby boomers reach their peak earning and spending years, they become lucrative
markets for financial services, travel, and entertainment.
A company buying a product or service for the first time faces a new task situation.
Orion is planning to give away free mouse pads imprinted with the company logo and
name to anyone who enters their store on the day they launch their new laser mouse.
What kind of sales promotion is Orion planning?
A) advertising specialty
B) rebate
C) price packs
D) sweepstakes
E) premiums
________ are large and highly automated warehouses designed to receive goods from
various plants and suppliers, take orders, fill them efficiently, and deliver goods to
customers as quickly as possible.
A) Loading docks
B) Open warehouses
C) Distribution centers
D) Shipping platforms
E) Product platforms
The principle of ________ requires that the company continuously seek real product
and marketing improvements.
A) consumer-oriented marketing
B) innovative marketing
C) customer-value marketing
D) sense-of-mission customer-value marketing
E) ambush marketing
After selecting a sweater on the Land’s End Web site, Kelly was asked to fill in details
for the customer database. Kelly was given a form which required her to fill in her
name, date of birth, and e-mail address. Kelly then checked a box that was next to the
following statement :”Yes, I would like to receive weekly promotional information from
Land’s End online.” Which of the following practices is evident from this scenario?
A) e-mail hosting service
B) e-mail spoofing
C) catalog marketing
D) contextual advertising
E) permission-based e-mail marketing
Compare and contrast closed-end questions and open-end questions for gathering data.
After successfully overcoming a potential customer’s objection to buying the vacuum
cleaner he was selling, Terrence, a salesperson, asked the customer for an order.
Terrence is in the ________ stage of the selling process.
A) follow-up
B) approach
C) preapproach
D) closing
E) prospecting
Which of the following promotional tools is the most effective in building up buyers’
preferences, convictions, and actions?
A) mass-market advertising
B) personal selling
C) segmented advertising
D) sales promotion
E) public relations
For international researchers, ________ is the most obvious obstacle.
A) language
B) technology
C) infrastructure
D) motivation
E) political risk
Since secondary data provide a good starting point for research and often help define
problems and research objectives, companies do not need to collect primary data.
Which of the following is true of the BCG matrix approach?
A) It is inexpensive to implement.
B) It does not have any limitations.
C) It considers market growth rate to be a measure of market attractiveness.
D) It describes consumer motivations and needs.
E) It does not consider relative market share to be a measure of company strength in the
market.
The FTC has adopted a three-day cooling-off rule to give special protection to
________.
A) customers who purchased because of deceptive advertising
B) customers who purchased because of bait-and-switch tactics
C) customers who were not seeking a product
D) resellers who do not receive proportionately equal treatment from manufacturers
E) resellers who are not covered by the Robinson-Patnam Act
Which of the following is a major tool used by PR professionals?
A) standardized global advertising
B) market penetration
C) news
D) bait-and-switch strategy
E) product packaging
Alex Smith rents storage space to college students who go home for the summer but do
not want to haul all of their property home and back. The business is profitable during
the summer months, but when the storage space is unoccupied in the off-season, Alex
loses money. Which of the following characteristics of service is most likely the source
of Alex’s problem?
A) intangibility
B) perishability
C) inconsistency
D) variability
E) inseparability
________ distribution involves the use of more than one but fewer than all of the
intermediaries who are willing to carry a company’s products.
A) Exclusive
B) Selective
C) Intensive
D) Indirect
E) Corporate
________ data in the customer database includes data about the recency, frequency, and
monetary value of past purchases of a customer.
A) Census
B) Psychographic
C) Geographic
D) Buying behavior
E) Demographic
Midnight Magic, a perfume manufacturing company, plans to release a new fragrance
during the holiday season at $99 per bottle. The company intends to bring the price
down to $49 within six months of its release to attract buyers who couldn’t afford the
initial price. Which of the following pricing strategies is Midnight Magic using?
A) market-penetration pricing
B) market-skimming pricing
C) competitive pricing
D) cost-plus pricing
E) product-line pricing
Runners can compare performances, set up profiles, meet new people, and share
information on Nike’s Nike+ Web site. Nike+ is an example of a(n) ________.
A) podcast
B) blog
C) online community
D) content sponsorship program
E) kiosk
What is meant by cultural pollution? Give two examples.
Give an example of a cultural shift that may impact the marketing of products or
services.
What is a product?
How have shopping centers changed in the past few decades?
Explain why a global company would need to make adjustments to a highly
standardized promotion campaign for different markets.
Why are printed catalogs still thriving in the face of the growing popularity of
Web-based catalogs?
Why do marketers value opinion leaders?
What does a company focus on when using a concentrated marketing strategy?
Identify the three major ways a company can manage its international marketing.
Explain how selective retention affects what consumers remember about marketing
messages.