The marketing plan is the central instrument for directing and coordinating the
marketing effort.
To be useful, market segments must be measurable.
P&G’s Vocalpoint is a group built on the premise that moms who have conversations
with three to five women each day are more influential than women who speak to 25 to
30 other women during the day.
Marketers have little information about how consumption patterns vary across and
within countries.
A guarantee’s greatest contribution to a product’s success is that it decreases the buyer’s
perceived risk in the purchase of the product.
The most constructive response to protecting market share is continuous innovation.
The four product-mix dimensions (length, width, depth, consistency) permit the
company to expand its business.
Some firms might delay a new product launch until after the competitor has borne the
cost of educating the market and its product may reveal flaws the late entrant can avoid.
This can be classified as a parallel entry.
If the product class is mature, then the advertising objective is to convince the market of
the brand’s superiority.
James collected primary data when he distributed a survey to dorm residents to discover
their attitudes and opinions on campus life.
When the licensor provides the licensee with a complete brand concept and operating
system, the arrangement is called contract manufacturing.
Sigmund Freud assumed that the psychological forces shaping people’s behavior are
largely unconscious, and that people cannot fully understand their motivations.
Lot size refers to the total number of units a channel can transmit from the
manufacturer’s place to the service outlet.
Country-of-origin perceptions, once formed, are very difficult to change.
Responsiveness is a company’s willingness to help customers and provide prompt
service.
When it comes to ad design and copy, mobile ads should use which of the following
guidelines?
A) Use lots of bright colors but limit ad copy to a pair of phrases.
B) Do not use color and limit ad copy to one phrase.
C) Use no more than three bright colors and use as much copy as you want.
D) Use four bright colors and limit ad copy to one phrase.
E) Use at least one bright color, but no more than two, and limit ads to a pair of phrases.
Which of the following is an example of an advertising platform?
A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs
Which of the following best represents the chief advantage of pursuing a selective
specialization multisegment strategy?
A) It makes the company almost bulletproof to competitors’ actions.
B) It diversifies the firm’s risk.
C) It creates synergy between markets.
D) It is a low-cost strategy.
E) It treats all buyers the same and, therefore, lowers promotion costs.
The number of different persons or households exposed to a particular media schedule
at least once during a specified time period is known as ________.
A) range
B) impact
C) intensity
D) reach
E) frequency
Which of the following reflects the “people” component of the marketing mix?
A) the creativity, discipline, and structure brought to marketing management
B) the development of new products by the marketers
C) the firm’s consumer-directed activities
D) the right set of processes to guide activities and programs within the firm
E) the internal marketing of the firm
Moonburst is a newly launched brand of energy drinks, one among many other recently
introduced competing brands. The advertising agency handling Moonburst’s account
decides that to better promote Moonburst, it has to zero in on an advertising medium
that would offer immunity from the clutter of other brands, flexibility to alter its
advertising message, and the ability to fit in with the modest advertising budget. Also,
the medium has to provide a high repeat exposure of the advertising message to the
target audience. The advertising agency would be happy to trade-off audience
selectivity and creative possibilities if the medium satisfies the above criteria. Which of
the following would be the best option for Moonburst?
A) outdoor media
B) radio
C) magazines
D) television
E) Yellow Pages
Abby lives in a suburb of Atlanta with her three children. She is part of the biggest
household change this decade, which was ________.
A) a growing demand for larger apartments
B) a need for smaller-size food packages
C) the jump in households headed by women without husbands
D) the growth of the gay and lesbian population in the suburbs
E) the increase of empty nesters
Amtex electronics, a consumer products brand, frequently advertises its products inside
supermarkets and retail stores to promote the process of memory ________ and
stimulate purchase.
A) verification
B) retrieval
C) decoding
D) formation
E) augmentation
Which of the following is true of building a creative marketing organization?
A) It is enough if firms are customer-oriented.
B) Companies must watch trends and be ready to capitalize on them.
C) Firms should focus more on efficiency rather than innovation.
D) Companies should attempt to minimize risks as much as possible.
E) Firms should focus on protecting their existing markets and physical resources.
If a company adapts or changes both a product and the communications, the company
engages in a process called ________.
A) straight extension
B) product reinvention
C) product adaptation
D) dual adaptation
E) full adaptation
In the purchasing decision process, the ________ are those who have the power to
prevent sellers or information from reaching members of the buying center.
A) approvers
B) buyers
C) initiators
D) gatekeepers
E) deciders
During which step of the segmentation process would the marketer group customers
into segments based on similar needs and benefits sought by the customer in solving a
particular consumption problem?
A) Step 2 ‘” segment identification
B) Step 3 ‘” segment attractiveness
C) Step 6 ‘” segment “acid test”
D) Step 1 ‘” needs-based segmentation
E) Step 7 ‘” marketing-mix strategy
Pittsburgh-based Consol Energy’s coal business largely depends on orders from utilities
and steel companies which, in turn, depend on broader economic demand from
consumers for electricity and steel-based products like automobiles and appliances
because of ________.
A) fluctuating demand
B) derived demand
C) professional purchasing
D) multiple buying influences
E) multiple sales calls
McCarthy classified marketing activities into the four Ps of the marketing mix. These
four Ps stand for ________.
A) product, positioning, place, and price
B) product, production, price, and place
C) promotion, place, positioning, and price
D) place, promotion, production, and positioning
E) product, price, promotion, and place
Which of the following is an example of direct selling?
A) E&OE sells its herbal skincare products exclusively through its standalone stores.
B) TCJ is a telemarketing firm that sells products from a number of different suppliers.
C) Jayne’s sells most of its products to customers through home sales parties.
D) J3 is an online shopping portal where customers can buy directly from
manufacturers.
E) Reynold’s tries to minimize its staff costs by installing vending machines in its
stores.
Today, corporations need to make sure that they are good corporate citizens and that
their consumer messages are honest in order to positively align themselves with
consumers’ views of ________.
A) others
B) organizations
C) themselves
D) the universe
E) society
________ marketing refers to the normal work of preparing, pricing, distributing, and
promoting the service to customers.
A) Interactive
B) Internal
C) External
D) Promotional
E) Direct
When companies are setting prices in different countries, the problem with setting a
market-based price in each country is that ________.
A) it allows intermediaries in low-price countries to reship their products to high-price
countries
B) the company would earn the same profits everywhere, regardless of the cost
structure
C) this strategy might price the product out of the market in countries where costs are
high
D) this strategy would make the price too high in poor countries and not high enough in
rich countries
E) it prevents the company from differentiating its products
During a ZMET study, Chloe selected images that, when entered into the computer
program, suggested the metaphor related to the meeting of past, present, and future, or
the ________ metaphor.
A) Balance
B) Transformation
C) Journey
D) Container
E) Control
Discuss three disadvantages of standardizing the marketing mix worldwide.
How do direct mail response rates relate to a campaign’s long-term impact? Provide an
example.
JGB manufactures the K-Nine brand of dog food that is carried in supermarkets across
the country. The company has always used wholesalers instead of selling directly to the
retailers. However, recently, the sales team at JGB has noticed that wholesalers don’t
aggressively promote JGB’s product line. They often don’t carry enough inventory and
therefore don’t fill customers’ orders fast enough. However, the marketing team insists
that the wholesaling route is the best. What reasons can the marketing team offer to
justify this?
From its origins as an animated film producer, Walt Disney Company has moved into
licensing characters for merchandised goods and developed theme parks and vacation
and resort properties. What strategy best describes Disney’s growth?
What four strategies can marketers of low-involvement products employ in an effort to
convert their products into ones of higher involvement?
With reference to online buying, what are vertical markets? Give an example of a
vertical market.
Your marketing manager has asked you to develop a new customer strategy for your
company. Additionally, you have been asked to develop, specifically, a
market-penetration strategy to assist in gaining new customers. Describe a
market-penetration strategy in this context.
The decision as to how to brand new products is critical. When a firm introduces a new
product, it has three main choices. What are those choices?
Elmer is focused on how much he likes the jingle for the advertised product and
evaluates the product using his association of this brand with his positive feelings
toward the song playing in the background. Explain how Elmer is processing the
advertisement, using the elaboration likelihood model as a base.
Explain the differences between a role and status.