Marketers at Omega Pharmaceuticals are identifying stores and outlets that will be most
convenient for customers to buy its products. The company is also planning the logistics
of how and when the products will be delivered to the outlets. Omega Pharmaceuticals
is working on its _____ strategy.
a. advertising
b. distribution
c. price
d. divesting
Answer:
_____ is the effort to capture media attentionfor example, through articles or editorials
in publications or through human-interest stories on radio or television programs.
a. Personal selling
b. Advertising
c. Sales promotion
d. Publicity
Answer:
To initiate a customer relationship management cycle, a company must focus on _____.
a. using big data analytics to enhance the collection of customer data
b. collecting detailed information about the products and services its customers are
using
c. identifying profitable and unprofitable customers
d. transforming customer data into information that can be used to make managerial
decisions
Answer:
Communication via telephone is not considered personal selling because it does not
occur face-to-face.
a. True
b. False
Answer:
Which of the following is referred to as a unit of input affecting one or more of the five
senses, namely, sight, smell, taste, touch, and hearing?
a. Desire
b. Need
c. Stimulus
d. Want
Answer:
Varion Air offers its customers a complementary air ticket on the purchase of three
business class tickets. Varion Air’s strategy best represents the ____ element of its
marketing mix.
a. distribution
b. place
c. promotion
d. product
Answer:
Unlike a marketing research problem, a management decision problem:
a. makes use of the marketing research objective.
b. provides insightful decision-making information.
c. focuses on problems that are much broader in scope.
d. tends to be more information oriented than action oriented.
Answer:
Fluctuating demand is the demand for two or more items used together in a final
product.
a. True
b. False
Answer:
_____ risks occur when consumers feel that making the wrong decision might cause
some concern or anxiety.
a. Physiological
b. Financial
c. Social
d. Psychological
Answer:
Which of the following statements is true of a niche strategy?
a. A niche strategy is most suitable for firms that have achieved economies of scale.
b. A niche strategy requires business firms to reduce after-purchase service options.
c. A niche strategy involves removing extra frills from products.
d. A niche strategy is ideal for small companies with limited resources.
Answer:
Which of the following is true of customer innovation centers?
a. They depend largely on distributors to gather information about customer needs and
expectations.
b. They involve key suppliers early in the process, capitalize on their knowledge, and
enable them to develop critical component parts.
c. They provide a forum for meeting with customers and directly involving them in the
process of developing new ideas.
d. They require a grouping of employees who can brainstorm and suggest ideas for new
products to meet customer needs.
Answer:
_____, one of the components on which customers evaluate service quality, refers to the
knowledge and courtesy of employees and their ability to convey trust.
a. Empathy
b. Responsiveness
c. Assurance
d. Reliability
Answer:
If pay raises are matching the rate of inflation, then employees will be no worse off in
terms of the immediate purchasing power of their salaries.
a. True
b. False
Answer:
Which of the following actions is closely associated with the niche strategy?
a. Choosing a target market that is not crucial for the success of major competitors
b. Manufacturing products in bulk and targeting the average customer
c. Selling products that do not have extra frills
d. Creating cross-departmental teams across all the strategic business units
Answer:
Marla, a 55-year-old woman, wants to stay in touch with her son, who is away at
college. She also hopes to connect with some of her high school friends. Which of the
following is Marla most likely to use for this purpose?
a. SoundCloud
b. YouTube
c. Facebook
d. Flickr
Answer:
Which of the following is true of the facilitating function performed by intermediaries?
a. It involves explaining a product’s features, advantages, and benefits.
b. It includes transportation and storage of assets.
c. It includes research and financing.
d. It involves communicating with prospective buyers to make them aware of existing
products.
Answer:
Wine Tasters Inc. is a magazine that targets people who appreciate wine and good food.
Its major customer base include people who enjoy wine-tasting events and visit
different restaurants. Given this information, Wine Tasters most likely relies on which
of the following variables to identify its target market?
a. Usage-rate segmentation
b. Demographic segmentation
c. Psychographic segmentation
d. Benefit segmentation
Answer:
A firm’s marketing mix is intended to bring about a mutually satisfying exchange
relationship with a market.
a. True
b. False
Answer:
A sales-oriented firm:
a. carefully identifies market segments.
b. extensively uses relationship-marketing strategies.
c. extensively uses personal selling and advertising.
d. increases sales by creating customer value and satisfaction.
Answer:
Monique prefers to do her grocery shopping once a month because her mother also
shops only once a month. One of the reasons Monique is such an efficient shopper is
that, like her mother, Monique believes, “Waste not, want not.” This passing down of
norms and values to Monique is most likely an example of _____.
a. consumerism
b. the socialization process
c. the decision-making process
d. cognitive dissonance
Answer:
Which of the following is a difference between a market-oriented firm and a
sales-oriented firm?
a. Unlike a market-oriented firm, a sales-oriented firm puts customers at the center of
its business.
b. Unlike a market-oriented firm, a sales-oriented firm uses relationship-marketing
strategies.
c. Unlike a market-oriented firm, a sales-oriented firm gives little emphasis to
promotion activities.
d. Unlike a market-oriented firm, a sales-oriented firm targets its products at the
average customer.
Answer:
Profit-oriented pricing objectives include:
a. target return on investment.
b. target market share.
c. sales maximization.
d. status quo pricing.
Answer:
Zeta is an American multinational retail corporation. To move ahead of its competitors
and increase revenue, Zeta began to employ a system to determine which products to
stock and at what prices, and how to advertise to draw target customers. The process
employed by Zeta is called _____.
a. brand cannibalization
b. big data analytics
c. retail channel omnification
d. click-and-connect
Answer:
Compatible products diffuse more slowly than incompatible products.
a. True
b. False
Answer:
One of the first lessons every salesperson learns is that objections to a product should
not be taken personally as confrontations or insults.
a. True
b. False
Answer:
Observations of ethical misconduct are more likely to decrease when:
a. coworkers have a strong ethical culture.
b. a code of ethics is absent.
c. organizational rules are absent.
d. the top managers have little control over organizational culture.
Answer:
D Feet Corp. manufactures its footwear in a small town in America, but it sells to
several countries around the world. Given this information, D Feet Corp. can best be
characterized as a _____ multinational corporation.
a. first-stage
b. second-stage
c. third-stage
d. fourth-stage
Answer:
Which of the following is an advantage of primary data?
a. It incurs less cost than secondary data to collect relevant information.
b. It answers specific research questions that secondary data cannot answer.
c. It consists of data that is easily available to any interested party.
d. It helps avoid interviewer biases in the process of collecting necessary data.
Answer:
Which of the following is a feature of a new-product strategy?
a. It traces all stages of a product’s acceptance, from its introduction to its decline.
b. It provides general guidelines for generating, screening, and evaluating new-product
ideas.
c. It increases the time spent by a product in the introduction stage of its life cycle.
d. It gives greater importance to highly structured development process rather than
simultaneous development.
Answer:
An economic recession increases demand for products and services.
a. True
b. False
Answer:
For time-dependent service providers such as airlines, physicians, and dentists,
scheduling is often a more important factor than location.
a. True
b. False
Answer:
Cuisine Royale, a restaurant chain, has introduced many Asian and Mexican dishes in
the menu. This was done because the top management had recognized that the number
of their customers from minority groups was increasing. This scenario illustrates how
_____ factors influence marketing decisions.
a. environmental
b. demographic
c. legal
d. ethical
Answer:
Differentiate between act and rule utilitarianism.
Answer:
In the context of the product life cycle, a long-run drop in a product’s sales signals the
beginning of the__________.
Answer:
__________refers to the follow-up activities that a service firm might engage in after a
customer transaction.
Answer:
Products that appeal to mothers have evolved since mothers are no longer homogenous
like before. Instead, there are traditional, blended, and nontraditional moms. This most
likely reflects a change in their__________.
Answer:
Discuss the general strategies for selecting target markets.
Answer:
Treat Bytes Inc., a food product manufacturing company, introduces a new range of
protein-rich snacks targeted at vegetarians. The products have very low levels of fat and
cholesterol that make them a healthy source of protein for vegetarians. These products
are unique, and people consider them to be of the highest quality. These unique features
of the products present Treat Bytes Inc. with a__________.
Answer:
Explain with an example the major role played by social media in global marketing.
Answer:
__________, one of the components on which customers evaluate service quality, refers
to the knowledge and courtesy of employees and their ability to convey trust.
Answer:
Stephen can file a complaint against an electronics retailer for incessantly sending him
e-mails promoting their company’s products under the__________.
Answer:
How is marketing done via the Internet?
Answer:
__________is the most complex type of consumer buying decision and is associated
with high involvement on the part of the consumer.
Answer:
What are the major implications of the new-product development process and the
diffusion process to marketing managers?
Answer:
The Bureau of Competition__________.
Answer:
__________is the point at which a customer and a company representative exchange
information and develop learning relationships.
Answer:
__________involves determining the recognized need, buying power, and receptivity
and accessibility of a sales prospect.
Answer:
Explain in detail the four areas that service distribution should focus on.
Answer:
Roubov Inc. is a chain of American department stores that sells clothing, furniture,
home appliances, and toys. It buys its goods in large quantities directly from a
manufacturer. Based on this information, Roubov Inc. most likely makes use of
a(n)__________.
Answer:
Ramelson Inc. features photographs of celebrities wearing Ramelson clothes and shoes
on its Web site. The company uses these celebrities to promote its products as it
believes that celebrities can influence customers’ buying decisions. These celebrities
serve as__________.
Answer:
In the portfolio matrix, a__________is in a low-growth market, but the product has a
dominant market share; it is an SBU that generates more money than it needs to
maintain its market share.
Answer: