Jolene’s firm markets preplanning services for a mortician. She finds that most of her
target market wants to avoid discussing future funeral needs, so she must somehow first
get their attention. Jolene’s firm most likely uses the ________.
A) production orientation
B) sustainability concept
C) selling orientation
D) consumer orientation
E) societal marketing concept
Prior to setting up its Thanksgiving Turkey Hotline, a company conducted one-on-one
discussions with a small number of new and experienced cooks to determine what type
of questions it should be prepared to answer. In research terms, this company conducted
________.
A) focus groups
B) face-to-face interviews
C) ethnographic research
D) unobtrusive measures
E) observational research
According to your text, sales managers rate which of the following skills as the single
most important attribute they look for when hiring relationship salespeople?
A) presentation skills
B) technical skills
C) listening skills
D) questioning skills
E) time management skills
In a(n) ________, sellers compete for the right to provide a product to a buyer.
A) reverse auction
B) dynamic auction
C) open auction
D) reserve auction
E) price-lining auction
A Miami restaurant has created atmosphere through its subtle use of blue and green
lighting, ceiling fans over each table, and frozen drinks. If its electrical energy supplier
raises its prices, the restaurant will most likely ________.
A) continue its present operation because it has an elastic demand for electricity
B) ask other Miami restaurants to create a derived demand for cheaper electricity
C) decide to find other ways to use electricity
D) continue its present operation because it has an inelastic demand for electricity
E) remove its lighting, turn off its fans, and economize on its use of electricity
Soundz, a marketer of high-end headphones, wants to identify new markets in Asia with
high potential for growth. Which of the following would be the best source of data to
help the leadership at Soundz decide which new markets present the best opportunities?
A) corporate information technology sources
B) social media sources
C) government sources
D) commercial entity sources
E) partner database sources
In the new product development process, a description of the features a product will
have and the benefits those features will provide a customer is called a ________.
A) product idea
B) product concept
C) product image
D) product innovation
E) product adoption
In a(n) ________ structure, there are many small sellers, each having similar products,
and each unable to have a significant impact on the quality, price, or supply of a
product.
A) monopoly
B) oligopoly
C) monopolistic competition
D) perfect competition
E) natural competition
When companies calculate the lifetime value of a customer they look at ________.
A) how much profit they expect to make from a particular customer, including each and
every purchase she will make from them now and in the future
B) the positive word of mouth about the product that the customer can spread among
her family, friends, and acquaintances
C) the lifetime expectancy of the product the customer purchased
D) the age of the customer to see whether she is likely to live long enough to utilize the
product being sold
E) the career path of the customer to see if she may move to a different geographic area
and no longer purchase from the company
Which of the following was developed to guarantee that an organization’s products
conform to the customer’s requirements?
A) Six Sigma
B) ISO 9000
C) ISO 14000
D) ISO 22000
E) TQM
Which of the following should be the first step in distribution planning?
A) identifying the channel leader
B) determining a distribution budget
C) developing distribution objectives
D) evaluating the internal and external environments
E) determining the desired level of distribution intensity
The ________ is the interaction between the customer and the service provider.
A) supply-demand exchange
B) transaction point
C) service encounter
D) service program
E) service promotion
Which of the following measures is often a good indicator of a country’s economic
health because it is adjusted for the population size of each country?
A) per capita GDP (gross domestic product)
B) GNP (gross national product)
C) the Big Mac Index
D) standard of living
E) economic infrastructure
Which of the following is the number of different product lines available at a particular
retail store?
A) merchandise breadth
B) inventory depth
C) merchandise depth
D) retail diversity
E) point-of-sale range
An American company wanting to be competitive in the European market would be
most likely to seek which type of certification?
A) ISO 14000
B) DMAIC
C) TQM
D) Six Sigma
E) ISO 22000
Which element of the marketing mix is most closely associated with a company’s
supply chain?
A) production
B) place
C) price
D) profit
E) promotion
Which type of vertical marketing system (VMS) gives an organization more control
over both supply sources and resale of its products, while at the same time increasing
the organization’s capital investment and its fixed costs?
A) administered
B) contractual
C) conventional
D) corporate
E) horizontal
________ are typically lower in social class than other adopter categories and are bound
by tradition.
A) Early adopters
B) Early majority
C) Late majority
D) Laggards
E) Impulse buyers
Through the practice of insourcing, a company brings in an external company to run its
________.
A) human resource management
B) nonessential operations
C) essential operations
D) value proposition
E) facilitating functions
Drop shippers do all of the following EXCEPT which of the following?
A) take title to the merchandise
B) take actual possession of the merchandise
C) take orders from retailers and industry buyers
D) bill retailers and industry buyers
E) assume the same risks as other types of limited-service merchant wholesalers
Using ________, some marketing researchers participate in real-life consumer activities
to get an understanding of how consumers actually use products.
A) mechanical observation
B) ethnography
C) focus groups
D) face-to-face interviews
E) telephone interviews
Which of the following refers to any method a firm uses to complete an exchange that
does not require a customer to visit a store?
A) kiosk merchandising
B) nonstore retailing
C) direct selling
D) exchange retailing
E) e-commerce
The ratio of benefits to costs is one way to think of ________.
A) sustainability
B) profits
C) value
D) competitive advantage
E) distinctive competency
________ are techniques that use large quantities of data and variables to forecast
specific future outcomes of marketing efforts.
A) Marketing analytics
B) Conversion rates
C) Marketing metrics
D) Search engine analytics
E) Predictive analytics
Which of the following is the placement of messages in nontraditional media, such as
signs on elevator doors or in a restaurant’s restrooms?
A) lobbying
B) mobbing
C) sponsorship
D) ambient advertising
E) direct marketing
After salesperson Danny O’Reilly has made a sale, he asks his customer if she knows of
anyone else who might also be interested in buying his products. Referrals such as these
are one method used in ________.
A) prospecting
B) cold calling
C) the preapproach
D) qualifying
E) completing follow-up
Which of the following stores is most likely to have a narrow assortment of
merchandise?
A) a supermarket
B) a factory outlet store
C) a department store
D) a warehouse club
E) a hypermarket
Grayville Rock and Gravel, located in a seaport town, sells rock, gravel, and sand to
local markets. It has just been awarded a contract with a company 500 miles down the
coast. Management should consider switching from truck to ________ transport to save
money.
A) water
B) railroads
C) pipeline
D) air
E) none of the above
Which of the following statements about buying centers is true?
A) The buying center is like a standing committee.
B) The buying center roles are specified on the organizational chart.
C) The most commonly found buying center has six employees, one to assume each of
the buying center’s roles.
D) An individual’s role in the buying center does not change.
E) The members of a buying center typically participate in a cross-functional team.
Steve’s Physco Skates sells its products to Walmart, who then sells them to the
consumer. This is an example of a(n) ________.
A) direct marketing channel
B) producer channel
C) indirect marketing channel
D) horizontal marketing system
E) corporate vertical marketing system
Costco’s surprise offerings of seconds, overstocks, and closeoutsoccasionally including
diamondsis an example of how a retailer can differentiate itself through its ________.
A) merchandise mix
B) services mix
C) destination retailing
D) store atmosphere
E) level of service
Which of the following is true about the demand curve?
A) It is used to illustrate the effect of price on the quantity supplied.
B) It is always graphically depicted by a straight line.
C) It shows the quantity of product customers will buy in a market during a period of
time even if other factors change.
D) It usually slopes upward and to the right.
E) It shows the relationship between product demand and product price.
Describe the four steps of one-to-one marketing.
Discuss the social and physical dimensions of the service encounter, explaining how
marketers can use these dimensions to improve the quality of the service encounter.
How can a company benefit from just-in-time inventory techniques?
Describe what a demand curve is and explain how it helps marketers make decisions.
Explain the pricing strategy being implemented when a retail store places the store’s
generic brand items next to the national brand items when the national brand items have
a slightly higher price than the generic brand item. Why would a retailer do this?
Compare and contrast the concepts of lifetime value of a customer and customer equity.
Toyota has opened manufacturing plants in the United States and hires local workers to
run these locations. Explain what the local content rules have to do with Toyota
increasing its presence in the United States.
Is marketing more about supplying benefits or attributes? Explain your answer.
Why is reselling the customer an important part of confirmation after the adoption of an
innovation?
Identify the traditional mass media vehicles and identify some of the strengths and
weaknesses of each type.
How does the airline industry implement the yield management pricing strategy?
Why might a company try to determine the lifetime value of a customer? What must a
company do to determine this information?
What is the difference between institutional advertising and advocacy advertising?
Briefly explain the history of regulations concerning packaging and labels.
Explain three ways in which Big Data can help marketers create competitive
advantages.
Eastman Kodak accused Japanese rival Fujifilm of selling color photographic paper in
the United States for as little as a quarter of what it charges in Japan. What unethical
and often illegal practice was Kodak accusing Fujifilm of implementing? Explain your
answer.