When Japanese teenagers carry mobile phones from NTT and use them to order goods,
they are engaged in ________.
A) B2B ecommerce
B) brick-and-click commerce
C) infomediation
D) dilution
E) m-commerce
The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
A) line extension
B) brand harmonization
C) category extension
D) brand dilution
E) co-branding
If Microsoft announces plans for a new-product development, smaller firms may
choose to concentrate their development efforts in other directions to avoid
head-to-head competition. In this example, Microsoft is employing a ________ defense
strategy.
A) preemptive
B) counteroffensive
C) mobile
D) flank
E) contraction
In ________ pricing, the firm bases its price largely on competitor’s prices.
A) going-rate
B) auction-type
C) markup
D) target-return
E) perceived-value
Under which of the following conditions is the frequency the most important factor in
media selection?
A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market
Brand ________ are devices that can be trademarked and serve to identify and
differentiate the brand.
A) elements
B) value propositions
C) perceptions
D) images
E) extensions
Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Which of the following is a major advantage of using direct mail?
A) Direct mail permits target market selectivity.
B) It is the best suited tool for selling complex products.
C) Campaign testing is not needed for direct mail.
D) Direct mail has very high conversion rates.
E) It is the best method to sell industrial products.
Angelo made the decision to outsource the software components of his consulting
company so he could focus on the company’s ________, which are sources of
competitive advantage, make a contribution to perceived customer benefits, have
application in a wide variety of markets, and are difficult to imitate.
A) core competencies
B) infrastructure
C) market-sensing processes
D) fulfillment management processes
E) outbound logistics
A company uses sales representatives for selling the company’s more complex and
customized products to large accounts, while using inside salespeople and Web ordering
for low-end selling. Which of the following describes the company’s sales force best?
A) demand creators
B) direct marketing force
C) missionary sellers
D) technical sales force
E) leveraged sales force
Shoe manufacturers are not going to buy much more leather if the price of leather falls,
nor will they buy much less leather if the price rises, unless they can find satisfactory
substitutes. This is an example of ________.
A) inelastic demand
B) direct purchasing
C) decision framing
D) a modified rebuy
E) a straight rebuy
With respect to the brand building pyramid, at which of the following “building block
levels” would we expect the consumer to develop an intense, active loyalty?
A) salience
B) imagery
C) feelings
D) judgments
E) resonance
________ is the tendency to interpret information in a way that will fit our
preconceptions.
A) Selective retention
B) Cognitive dissonance
C) Selective distortion
D) Subliminal perception
E) Selective embellishment
Which of the following marketing communications tools is most influential at the
reordering stage of buyer readiness?
A) events and experiences
B) publicity
C) direct marketing
D) sales promotion
E) interactive marketing
Perdue’s cogent reason why a target market should buy its chicken is “More tender
golden chicken at a moderate premium price,” also known as its ________.
A) customer-focused value proposition
B) competitive frame of reference
C) points-of-parity
D) straddle positioning
E) perceptual map
Which of the following is a sales promotion tool that typically does NOT build brand
image?
A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message
Many business buyers prefer to buy a total solution to a problem from one seller. This
process is also known as ________.
A) channel consolidation
B) systems buying
C) vertical buying
D) horizontal buying
E) supply buying
A(n) ________ need is one that the consumer is reluctant or unwilling to explicitly
verbalize.
A) secondary
B) unstated
C) delight
D) secret
E) stated
Juan Garcia plans the daily promotional releases about his company’s products and
services. He can be described as a(n) ________ planner.
A) strategic
B) selective
C) tactical
D) niche
E) operational
The “Got Milk” campaign was intended to boost sagging milk consumption among
Californians in the 1990s. The campaign ads highlighted the inconvenience of running
out of milk when intended to be used with certain foods, such as cookies or muffins,
advising consumers to stock up on milk to avoid such inconveniences. The “Got Milk?”
campaign is an example of ________ advertising.
A) informational
B) reminder
C) institutional
D) comparative
E) reinforcement
In a ________ purchasing situation, the buyer wants to make some change to existing
product specifications, prices, delivery requirements, or other terms.
A) new rebuy
B) regular buy
C) straight rebuy
D) modified rebuy
E) new task
Which method for establishing the total marketing communications budget sets
communication budgets to achieve the same amount of share-of-voice as competitors?
A) comparative-parity method
B) objective-and-task method
C) affordable method
D) competitive-parity method
E) percentage-of-sales method
Cable TV operators and cellular carriers suffer from high levels of ________, or
customer defections.
A) customer retention
B) customer churn
C) detraction
D) share-of-wallet
E) customer complaints
Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is
currently working on charting a media plan for the ads of a department store chain to
target the upcoming Thanksgiving weekend. Which of the following advertising timing
patterns is best suited for running these ads?
A) continuity
B) flighting
C) pulsing
D) concentration
E) frequency capping
TBS Bikes has recently introduced a series of bikes called Surami. The core positioning
of TBS Bikes is ‘speed.” Surami is a five-gear bike, and apart from speed, the company
promises to include other features such as safety, good performance, and pollution
control features. This describes the ________ of the bike.
A) total customer cost
B) customer-perceived value
C) value-delivery system
D) value proposition
E) total customer benefit
Which of the following terms can be defined as “the shared experiences, stories, beliefs,
and norms that characterize an organization”?
A) organizational dynamics
B) a business mission
C) an ethical/value statement
D) customer relationships
E) corporate culture
Companies can practice targeted marketing by using ________, which are records of
Web site usage stored on personal browsers.
A) plug-ins
B) data warehouses
C) cookies
D) trolls
E) Big Data
Fixed compensation receives more emphasis in sales rep jobs with ________.
A) a high ratio of selling to nonselling duties
B) a high requirement for individual initiatives
C) an intensive focus on selling activities
D) very little need for teamwork
E) technical complexities
Which of the following benefits is offered by sales promotion tools?
A) Sales promotion tools are more authentic and credible to buyers than advertising.
B) Sales promotion tools can reach prospects who prefer to avoid mass media.
C) Sales promotion tools are typically an indirect form of ‘soft-sell,” so customers
welcome them.
D) Sales promotion tools provide an incentive that gives value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond
directly.
Which of the following functions of public relations departments involves presenting
news and information about the organization in the most positive light?
A) corporate communications
B) product publicity
C) lobbying
D) counseling
E) press relations
Smith & Adams Poultry set up a computer system so that its customers (restaurants and
hotels) can directly inform its central supply system about purchase volumes and dates,
as well as automatically receive confirmation of orders and shipments. This is an
example of a company differentiating its service in terms of ________.
A) customer relationships
B) customer training
C) installation
D) delivery ease
E) ordering ease
Which of the following is NOT one of the four important contributions an effectively
trained company sales force can make to consumer marketing?
A) remind end-consumers about the product
B) increase stock position
C) build enthusiasm
D) conduct missionary selling
E) manage key accounts
________ refers to the means by which firms attempt to inform, persuade, and remind
consumers”directly or indirectly”about the products and brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning
The fact that Honda described its boxy Element as a “dorm room on wheels,” but then
attracted so many baby boomers that the average age of the Element turned out to be 42
illustrates what quality of baby boomers?
A) being willing to pay for price for valued offerings
B) being turned off by overt marketing practices
C) being pragmatic and prizing self-sufficiency
D) wanting to purchase online
E) wanting to turn back the hands of time
MPR can build credibility by placing stories in the media to bring attention to a
product, service, person, organization, or idea.
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?
Briefly describe the methods of forecasting future demand.
What is a vertical marketing system (VMS)? What are the various types of VMSs?
Define brand knowledge and explain its role in brand equity.
Janelle is planning to open a hardware store. What basic kinds of locations are available
for her to consider?
Briefly describe product specialization and market specialization.
List and give examples of the five categories of service offerings.
Marketers are involved in marketing 10 types of entities. List and briefly characterize
these entities.
Describe the steps in the order-to-payment cycle.
Compare and contrast the use of negative and positive appeals in advertising messages.
In developing an advertising program, marketing managers can make the five major
decisions known as the five Ms. List and explain each of these Ms.
Sally’s is a boutique bakery that specializes in cupcakes. Identify one method by which
Sally’s can conduct low-cost marketing research.
Define brand equity.
What is a market-management organization?
Bicycle store 2Wheels notices that it has a high proportion of low-profit customers, but
the store doesn’t want to terminate the customer relationship. What can 2Wheels do to
make these customers more profitable?
How is the expectancy-value model used in the evaluation of alternatives as a consumer
engages in a buying process?
Define a joint venture, and list some of its advantages and disadvantages.