Both citizens and government agencies are part of the consumerism movement.
Product costs set the ceiling for prices.
Encoding is the process by which the receiver assigns meaning to symbols.
Customer-managed relationships are marketing relationships that are controlled by
customers, therefore, they are of no significance to marketers.
Mission statements should be market oriented and defined in terms of satisfying basic
customer needs.
B-to-B marketers reach new business customers, sell to current customers effectively,
and obtain buying efficiencies and better prices.
Price discrimination is permissible if the seller manufactures different qualities of the
same product for different retailers and can prove that the price difference is
proportional.
Members of the early majority adopt new ideas after the average person.
When sales of a product drop during the decline stage of the PLC, a company typically
modifies the marketing mix, the product, or the market.
Some industries commonly use two-part pricing, breaking the price down into a fixed
fee and a fixed usage rate.
Green retailing yields both top- and bottom-line benefits.
The government market consists of schools, hospitals, nursing homes, prisons, and
other institutions that provide goods and services to people in their care.
Harvesting the product involves reducing various costs such as maintenance, R&D, and
advertising to increase sales.
Companies often fail to integrate their various communications to consumers because
________.
A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact
The market subsegment that a company exclusively caters to may dry up, or it might
grow to the point that it attracts larger competitors. This is why such companies practice
________.
A) multiple niching
B) mass marketing
C) overall cost leadership
D) low-price strategies
E) dumping
An ideal price policy scenario for retailers would be to achieve ________ while
charging ________.
A) low volume; high markups
B) low volume; low markups
C) high volume; high markups
D) high volume; low markups
E) high volume; zero markups
The Internet offers ________, where the price can easily be adjusted to meet changes in
demand.
A) captive pricing
B) dynamic pricing
C) basing-point pricing
D) price bundling
E) cost-plus pricing
Marketing communicators must be good at ________ messages that take into account
how the target audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives
Price discrimination is legal when a ________.
A) manufacturer and reseller have agreed upon a specified retail price for a product
B) manufacturer sells to retailers in different markets
C) seller can prove its costs are different when selling to different retailers
D) seller advertises prices that are not actually available to consumers
E) seller has not communicated with competitors before announcing prices
The “bottom of the pyramid” refers to ________.
A) the world’s poorest consumers
B) the middle classes of Brazil, Russia, India, and China
C) a market with little or no purchasing power
D) people with easy access to luxury goods
E) the middle class of high income countries
The more formal “business attire” look of corporate dress of the 1980s and 1990s gave
way to the “business casual” look of the 2000s. This is an example of a ________.
A) style
B) fashion
C) fad
D) subculture
E) norm
The major influences on the buying process at General Aeronautics Limited include
supply conditions and technological changes, which would both be categorized as
________ factors.
A) organizational
B) individual
C) systemic
D) interpersonal
E) environmental
Market leaders can expand the market by ________ and more usage of the product.
A) identifying competitors
B) initiating monopolistic practices
C) developing new users
D) ensuring users adhere to higher standards
E) initiating new rules for product users
“To busy multitaskers who need help remembering things, Evernote is a digital content
management application that makes it easy to capture and remember moments and
ideas from your everyday life using your computer, phone, tablet, and the Web.” This is
an example of a(n) ________.
A) positioning statement
B) statement of purpose
C) order-routine specification
D) vision statement
E) product specification
Which of the following is an internal factor that affects pricing decisions in a company?
A) the nature of the market
B) the degree of inflation in the economy
C) the overall marketing strategy of the company
D) the forces of demand and supply in the market
E) consumers’ perception of value
How can discount stores sell merchandise at lower prices?
Distinguish between business markets and consumer markets.
What is competition-based pricing?
How is joint venturing more risky and complex than merely exporting?
Discuss the conditions under which a company might consider using price cuts or price
increases.
Discuss the concepts of advertainment and branded entertainment.
How do intermediaries add value to a marketing system?
How does direct marketing give buyers access to more comparative information about
companies, products, and competitors?
List some important characteristics of price.