In business markets, ________ are finished products that organizations use to complete
their own products.
A. components
B. equipment products
C. processed materials
D. MRO products
E. raw materials
A successful business is most likely to view its marketing department as ________.
A) the accumulator of customer data
B) the link between customers and the business
C) the creator of all promotions
D) an external shareholder
E) a sales-oriented group
A ________ is a promise to deliver to a consumer specific benefits associated with a
product or service.
A) brand
B) perceived need
C) demand
D) value
E) utility
Which type of stores usually carries more specialty goods for which customers like to
be “waited on” and has much higher operating costs, which are passed along to the
customer?
A. self-service store
B. category killer store
C. full-service store
D. convenience store
E. specialty-service retailer
The management of resources and processes to achieve measurable increases in both
return on marketing investment and efficiency is known as ________.
A. data analytics
B. marketing accountability
C. marketing metrics
D. advertising measurement
E. brand health
________ offer leftover goods, overruns, and irregular merchandise.
A. Off-price retailers
B. Discount stores
C. Convenience stores
D. Department stores
E. Superstores
________ are environmental stimuli that influence a particular action.
A. Cues
B. Drives
C. Motivations
D. Norms
E. Perceptions
Of the types of brand loyalty, which one leads to a greater market share?
A. attitudinal
B. behavioral
C. purchase
D. category
E. consumption
The ________, a United States regulatory agency, enforces laws and regulations
concerning foods, drugs, cosmetics and veterinary products. Marketers of
pharmaceuticals must get approval from this agency before introducing products to the
market.
A. Food and Drug Administration
B. Environmental Protection Agency
C. Federal Communications Commission
D. Federal Trade Commission
E. Interstate Commerce Commission
Which of the following marketing orientations was prevalent during the years of the
Great Depression?
A) product
B) social responsibility
C) consumer
D) sales
E) relationship
Under which market structure does a single seller have the most control over pricing?
A. monopoly
B. oligopoly
C. monopolistic competition
D. pure competition
E. natural competition
The market for two-way radios is rapidly shrinking. A company that has a small share
of the two-way radio market would be considered a(n) ________ in terms of the BCG
growth-market matrix.
A. exclamation mark
B. dog
C. cash cow
D. star
E. question mark
In the 1950s concept of the 12 categories of a marketing mix, ________ involved
decisions about how to move a product from manufacturer to consumer.
A. channels of distribution
B. product planning
C. physical handling
D. servicing
E. packaging
Offering credit to buyers and gathering information are both examples of ________
functions provided by channel intermediaries.
A. communication
B. marketing
C. exchange
D. facilitating
E. physical
________ refers to the position of one individual relative to others.
A. Cognitive age
B. Affluence
C. Life stage
D. Status
E. Role
Columbia Sportswear makes nylon activewear. Its marketing manager set a goal to use
greater promotional efforts to increase by 12 percent over the next three years the sales
of the company’s line of comfortable, lightweight clothing for people who fish.
Columbia Sportswear’s marketing manager is engaged in ________.
A. portfolio planning
B. strategic planning
C. scorecard balancing
D. mass marketing
E. tactical planning
Which of the following is a trade sales promotion technique that involves rewarding
retailers or wholesalers with discounts or payments for promoting a product to
consumers?
A. trade allowance
B. trade exhibit
C. loyalty program
D. trade premium
E. trade coupon
Risk-taking and the promise of servicing a product after purchase are examples of
________ functions.
A) exchange
B) facilitating
C) consumer
D) public
E) physical
The size and growth potential for a segment includes which of the following
considerations?
A. the viability of the segment
B. brand objectives
C. the level of competition within the segment
D. the strategies used by competitors
E. company resources
A company that assigns actual marketing costs to customers based on the costs of
performing various marketing activities is conducting a customer ________ analysis.
A. retention
B. relationship
C. profitability
D. loyalty
E. interaction
A company’s profit is equal to its ________ minus its ________.
A. markup; total costs
B. revenue; total costs
C. markup; fixed costs
D. revenue; variable costs
E. profit margin; variable costs
Environmental sustainability involves both ________ and ________.
A. promoting the long-term well-being of the earth; achieving a company’s financial
objectives
B. promoting the long-term well-being of the earth; improving the rights of consumers
C. improving the rights of consumers; adopting a policy of corporate social
responsibility
D. achieving a company’s financial objectives; adopting a policy of corporate social
responsibility
E. achieving a company’s financial objectives; improving the rights of consumers
A(n) ________ is a group of countries that has agreed to lower tariff barriers and
promote trade among members.
A. trade union
B. privatized organization
C. economic community
D. joint venture
E. global network
Which of the following is an example of horizontal channel conflict?
A. managers of two separate Holiday Inns disagreeing over what constitutes poor
service
B. United Airlines competing with Northwest Airlines for customers
C. disgruntled factory workers complaining about a small pay raise
D. the BMW dealership in Fort Wayne complaining that the BMW dealership in
Indianapolis is situated too close
E. A and D
________ are products purchased and used by end consumers for personal
consumption. These include convenience products, shopping products, specialty
products, and unsought products.
A. Services
B. Consumer products
C. Line extensions
D. Industrial products
E. Straight extensions
________ are people within a group who exert the greatest influence on the attitudes
and behaviors of members of the group.
A. Opinion leaders
B. Motivators
C. Social networkers
D. Reinforcers
E. Word-of-mouth marketers
At minimum, a channel of distribution consists of a producer and a(n) ________.
A. wholesaler
B. agent
C. broker
D. intermediary
E. customer
When a pharmaceutical ad includes a world-renowned heart surgeon describing the
benefits of the medication, which type of execution style is being used?
A. lifestyle
B. fantasy
C. personality symbol
D. slice of life
E. technical expertise
It is most accurate to say that customers buy from stores and companies that offer
which of the following?
A. the highest value for the dollar
B. the highest customer perceived value
C. the highest level of customer satisfaction
D. the most attractive company image
E. the most concern for society’s interests
Which of the following is an example of a good?
A. a massage
B. a textbook
C. a medical examination by a doctor
D. an idea for a new television show
E. dry cleaning