Integrated marketing is the task of hiring, training, and motivating able employees who
want to serve customers well.
Companies enter the international market only when their domestic markets are
saturated.
Heavy focus on price reductions and discounts during a recession allows firms to
improve long-term brand equity and price integrity.
Direct mail can produce prospect leads, strengthen customer relationships, inform and
educate customers, remind customers of offers, and reinforce recent customer purchase
decisions.
Global firms plan, operate, and coordinate their activities on a worldwide basis.
Although it varies with product category, price, and the nature of the offering, in
general, average response rates for e-mails is higher than order-response rates for
letter-sized direct mail.
Price elasticity depends upon the magnitude and direction of the contemplated price
change.
Social class is the fundamental determinant of a person’s wants and behavior.
Customers who view a service as fairly homogeneous care less about the provider than
about the price.
Channel power is the ability to alter channel members’ behavior so that they take
actions they would not have taken otherwise.
Regulation of industries has created greater competition and growth opportunities
because the playing field has been leveled.
EDLP can lead to lower advertising costs and higher retail profits.
The goal of ethnographic research is to immerse the researcher into consumers’ lives to
uncover unarticulated desires that might not surface in any other form of research.
The selling concept is based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breadth and
interdependencies.
Samples of less than 1% of a population can often provide good reliability, with a
credible sampling procedure.
Dual compensation pays existing channels for sales made through new channels.
The business market consists of all the organizations that acquire goods and services
used in the production of other products or services that are sold, rented, or supplied to
others.
________ describes the company’s optimization of the value of its customer base.
A) Customer relationship management
B) Behavioral targeting
C) Customer value management
D) Terminal marketing
E) Personalized marketing
A producer must modify its channel design and arrangements if ________.
A) consumer buying patterns change
B) the competition in the market stabilizes
C) the product is in the growth stage of its life cycle
D) the market size remains unchanged for a particular period
E) the firm’s profits stabilize
Incorporating the holistic view of marketing, the four Ps of the marketing mix can be
updated to ________.
A) product, positioning, people, and price
B) people, processes, place, and promotion
C) product, processes, price, and people
D) people, processes, programs, and performance
E) product, price, promotion, and people
Which of the three transformative forces mentioned in the chapter is associated with the
number of mobile phones in India recently exceeding 500 million and Boston
Consulting Group believing brand marketers must enhance their “digital balance
sheets”?
A) demographics
B) accountability
C) social responsibility
D) globalization
E) technology
Identify the concept that emerged in the mid-1950s as a customer-centered,
sense-and-respond philosophy.
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the holistic marketing concept
Which of the following is an example of an events and experiences platform?
A) fairs and trade shows
B) continuity programs
C) factory tours
D) sales presentations
E) community relations
In the purchasing decision process, the ________ are those who request that something
be purchased. They may be users or others in the organization.
A) users
B) initiators
C) influencers
D) deciders
E) approvers
Merging involves ________.
A) reducing the number of organizational levels to get closer to the customer
B) removing barriers that separate organizational departments
C) partnering with fewer but better value-adding suppliers
D) working more closely with customers to add value to their operations
E) acquiring firms in the same or complementary industries
A company can enter a foreign market through a ________, which is a complete form
of licensing in which the company offers a complete brand concept and operating
system.
A) contract manufacturing
B) cooperative agreement
C) management contract
D) joint venture
E) franchising arrangement
Cause marketing has a particularly interested audience in civic-minded ________.
A) Millennial consumers
B) baby boomers
C) Gen Xers
D) Gen Yers
E) shadow boomers
Which of the following channels is associated with the lowest cost per transaction?
A) Internet
B) telemarketing
C) retail stores
D) distributor
E) sales force
The minimum price that most consumers would pay for a given product is known as the
________ price.
A) everyday low
B) usual discounted
C) fair
D) typical
E) lower-bound
A company’s sales potential would be equal to market potential if ________.
A) the marketing expenditure of the company is reduced to zero
B) industry marketing expenditures approach infinity for a given marketing
environment
C) the market is non-expandable
D) market minimum is equal to market potential
E) the company gets 100 percent share of the market
When a marketer tries to alter a consumer’s beliefs about a company’s brand to get the
consumer to rethink a purchase decision, the marketer is using ________.
A) psychological repositioning
B) competitive depositioning
C) positioning
D) repositioning
E) biased positioning
Electronic shopping is a type of ________.
A) direct selling
B) network marketing
C) multilevel selling
D) corporate selling
E) direct marketing
Which of the following is an example of a category killer?
A) PETCO
B) Walmart
C) Kohl’s
D) The Limited
E) Tesco
At the top of Maslow’s hierarchy of needs (shown as a pyramid in the text) are
________ needs.
A) esteem
B) self-actualization
C) social
D) safety
E) physiological
The three central trends in Marketing 3.0 are collaborative marketing, globalization,
and ________.
A) cultural relevance
B) horizontal marketing
C) consumer well-being
D) the rise of a creative society
E) sustained technological development
Skincare company E&OE has realized that its customers are very loyal to the brand and
play a large part in popularizing it by word of mouth. E&OE wants to leverage this
customer loyalty by using it to generate sales outside its store format. How can E&OE
achieve this?
Describe a marketing plan.
Why are marketers concerned about the cost of logistics?
How would a merchant wholesaler operate?
How can companies initiate price cuts and what are the traps that companies can fall
into because of this?
A group of young students run an Internet center. In an attempt to increase their
profitability they start a cafe alongside the existing business. Explain the type of
marketing used here.
Identify some of the brand benefits that can accrue to a company that engages in cause
marketing.
What is a brand-asset management team (BAMT)?
Increasingly, companies are finding that their markets are “hourglass shaped.” What
does this mean for consumers and for marketers?
Briefly describe the current marketing communications environment.