A company that adopts a reactive marketing stance would most likely view the
marketing environment as an uncontrollable element to which it must adapt.
Supply chain management involves managing both upstream and downstream
value-added flows of materials.
According to the societal marketing concept, firms and managers should focus
primarily on what marketing efforts are legal and allowed.
In advertising media selection, frequency describes the qualitative value of message
exposure through a given medium.
Total quality management is an approach in which all of the company’s people are
involved in constantly improving the quality of products, services, and business
processes.
Pleasing products have low immediate appeal but benefit consumers in the long run.
In sense-of-mission marketing, a company defines its mission in product terms rather
than social terms.
Observational research is the most widely used method of primary data collection.
In advertising, reach is a measure of the percentage of people in the target market who
are exposed to an ad campaign during a given period of time.
Stringent product regulations have helped to lower research costs and decrease time
between new product ideas and their introduction to the market.
What is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and research objectives
C) developing a research plan for collecting information
D) implementing the research plan
E) interpreting data and providing a report
A class-action lawsuit was brought against a national burger chain, charging that its
food contributed to the nationwide obesity epidemic. The suit was eventually dismissed,
but critics continue to point out the health dangers of many fast food menu items. From
the description, it can be concluded that these critics are concerned that the fast food
industry is ________.
A) using high-pressure sales tactics
B) creating deceptive promotions
C) engaging in deceptive pricing
D) utilizing misleading packaging
E) selling harmful products
Carla, a team leader in charge of customer relationship management, is planning
strategies to improve the profitability of her firm’s least profitable but loyal customers.
She is also examining methods for “firing” customers in this group who cannot be made
profitable. To which of the following customer relationship groups do these customers
belong?
A) butterflies
B) true friends
C) strangers
D) barnacles
E) innovators
Usually, when using public relations, a company pays for the space or time in the
media.
At one time, Miller Beer was known as the “champagne of bottled beer.” It was targeted
at an elite class of customers. Later, to increase sales, Miller was repositioned to attract
members of the working, middle-class. What is this segmentation method called?
A) user status
B) usage rate
C) benefit
D) behavioral
E) psychographic
To which of the following elements of the marketing mix do design, packaging,
services, and features belong?
A) product
B) price
C) promotion
D) place
E) people
A market researcher wants to find the cause-and-effect relationship between using
organic ingredients in food and the subsequent consumption by customers. He invites
ten respondents to his research firm and asks them to taste two identical dishes. The
dishes were prepared in a similar manner, but one has natural herbs for flavoring, and
the other has artificial flavors. This is an example of ________.
A) descriptive research
B) ethnographic research
C) experimental research
D) online research
E) exploratory research
The simplest way to enter a foreign market is through ________.
A) joint ownership
B) exporting
C) direct investment
D) licensing
E) contract manufacturing
Some companies are now appointing ________, whose job is to protect consumers from
harm and the company from liability by proactively ferreting out potential product
problems.
A) intradepartmental teams
B) idea generation teams
C) product audit committees
D) product stewards
E) listening officers
What type of pricing is being used when a company temporarily prices its products
below the list price to create buying excitement and urgency?
A) segmented pricing
B) psychological pricing
C) geographical pricing
D) promotional pricing
E) dynamic pricing
Which of the following is true of an intensive distribution strategy?
A) It gives sole rights to select dealers in a given area.
B) It strives to make products available where and when consumers want them.
C) Compared with other distribution strategies, it uses the least number of
intermediaries to sell products.
D) Compared with other distribution strategies, it provides the best support for dealers
of luxury products.
E) It discards traditional intermediaries and uses direct marketing to reach customers.
Demographic variables are the most popular bases for segmenting customer groups
because they ________.
A) create smaller segments
B) create more easily accessible segments
C) do not involve stereotypes
D) are easier to measure
E) involve fewer attributes to consider
Quest Inc. recently conducted a brainstorming session that generated a large number of
ideas for adding new products and services. Quest managers will most likely use
________ next to arrive at a realistic number of ideas to adopt.
A) crowdsourcing
B) idea screening
C) concept testing
D) concept development
E) business analysis
Which of the following is true of a vertical marketing system?
A) It is formed when two or more companies at one level join together to follow a new
marketing opportunity.
B) It is formed when a single firm sets up two or more marketing channels to reach one
or more customer segments.
C) It does not give overall power to any one member in the channel.
D) It has each channel member acting as a separate business unit trying to maximize its
own profits.
E) It has one channel member owning all the other channel members or has contracts
with all other channel members.
An ad that shows real-life examples of people whose lives have changed due to a
product is an example of the ________ style of advertising.
A) scientific evidence
B) testimonial evidence
C) technical expertise
D) mood or image
E) fantasy
The ________ concept holds that consumers will favor goods and services that offer the
most in quality, performance, and innovative features.
A) societal marketing
B) marketing
C) selling
D) production
E) product
Which of the following is true of downstream channels in a company’s supply chain?
A) They provide their expertise in product design.
B) They manufacture the products of the company.
C) They supply raw materials and components to the company.
D) They contribute financially to the company during production.
E) They form an intermediary link between the company and its customers.
Which of the following is true of international divisions that are structured as
geographical organizations?
A) Geographical organizations are operating units under the export department.
B) Geographical organizations are usually formed to implement whole-channel supply
chains.
C) Geographical organizations are managed by product managers, each responsible for
different product groups.
D) Geographical organizations are inadequate if the firm moves into joint ventures or
direct investments.
E) Geographical organizations are managed by country managers responsible for
salespeople, distributors, and licensees in their respective countries.
Differentiate between industrializing economies and industrial economies. Give a few
examples of each.
Discuss several ways in which small organizations can conduct marketing research at
little or no expense.
How do companies generally manage and motivate their channel members? What
technological tools are available to help with this task?
What are the different functions of the members of a marketing channel?
What is a product mix? What are the four dimensions of a product mix?