A neighborhood shopping center has from 50 to more than 100 stores.
The newer the buying task, and the more complex and costly the item, the lesser the
amount of time the buyer will spend searching for suppliers.
Dissonance-reducing buying behavior typically occurs when a buyer sees little
difference among brands but is highly involved with the purchase.
Two of the characteristics that are especially important in influencing an innovation’s
rate of adoption are relative advantage and compatibility.
Markup pricing is used when a firm tries to determine the price at which it will break
even or make the target return it is seeking.
The “Stop. Think. Tylenol.” ad slogan is an example of a moral appeal.
The order-routine specification includes the final order with the chosen supplier or
suppliers and lists items such as technical specifications, quantity needed, expected
delivery time, return policies, and warranties.
Excess capacity leads to companies initiating an increase in price.
A competitive analysis involves first identifying and assessing competitors and then
selecting which competitors to attack or avoid.
The federal government may prevent a company from adding products through
acquisitions if acquisition threatens to lessen competition.
The technological environment is predominantly static.
Which of the following plays the most important role in government buying?
A) price
B) product differentiation
C) advertising
D) personal selling
E) customer relationship management
Price discrimination may be used to match competition as long as the strategy is
temporary, localized, and ________.
A) defensive
B) offensive
C) publicized
D) private
E) uniform across channels
________ online marketing involves reaching new business customers, selling to
current business customers, and serving business customers more efficiently and
effectively.
A) B-to-C
B) B-to-B
C) C-to-C
D) C-to-B
E) G-to-B
________ segmentation divides the market into segments based on variables such as
age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and
generation.
A) Geographic
B) Benefit
C) Occasion
D) Psychographic
E) Demographic
Companies emphasizing pollution prevention have responded with ________.
A) superficial green marketing activities
B) internal beyond greening programs
C) external green marketing activities
D) external beyond greening activities
E) internal green marketing programs
Which of the following is a disadvantage of adding new channels in a multichannel
distribution system?
A) decreasing complexity of markets
B) decreasing control over the system
C) 8reducing opportunities for franchising
D) lowering sales and market coverage
E) minimizing publicity needs
A ________ is a small store, located near a residential area, that is open long hours
seven days a week and carries a limited line of high-turnover goods.
A) convenience store
B) chain store
C) department store
D) supermarket
E) hypermarket
Why is markup pricing most likely impractical?
A) Calculating costs is complicated due to fluctuations.
B) By tying the price to cost, sellers oversimplify pricing.
C) When all firms in the industry use this pricing method, prices tend to be similar.
D) The method ignores demand and competitor prices.
E) With a standard markup, consumers know when they are being overcharged.
In intermodal transportation, which of the following describes the use of both rail and
trucks for transportation?
A) fishyback
B) drawbar
C) trainship
D) piggyback
E) airtruck
Facebook and Second Life are both examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens
To overcome problems in focus group interviewing, some companies employ small
groups of consumers who interact directly and informally with product designers
without a focus group moderator present. Such groups are known as ________.
A) dyads
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups
Which of the following questions would help a marketer evaluate the return on a sales
promotion investment?
A) Was the sales force successful in filtering out the good prospects from the poor
ones?
B) Did customers enjoy the events associated with the promotion?
C) Did customers receive high-quality promotional products?
D) Did the promotion attract new customers or more purchasing from current
customers?
E) Were channel intermediaries effectively positioned to ensure a seamless supply of
products?
Which message execution style depicts average people using a product in an everyday
setting?
A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence
Which form of marketing research involves talking with people in their homes or
offices, on the street, or in shopping malls?
A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research
Which of the following refers to a set of benefits that a company promises to deliver to
customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation
Why must marketers guard against stereotypes when using age and life-cycle
segmentation?
The background for the QuickRelief allergy medication ad appearing in the magazine
Better Homes and Gardens shows green grass and lovely flowers. The headline states
“QuickRelief is 54% more effective than the leading prescription.” At the bottom of the
ad, in small print, is an explanation of how the effectiveness of QuickRelief was
determined. The ad also shows a package of QuickRelief so consumers can easily
recognize it at the store. Identify the different components of the communication model
for this advertisement.
Briefly explain why economic communities are formed.
Compare the three distribution strategies that producers use, providing examples of
products for each type of distribution.
Companies that go global confront several major risks. Describe three of these risks.