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________ management refers to the management of upstream and downstream
value-added flows of materials, final goods, and related information among suppliers,
the company, resellers, and final consumers.
A) Cross
B) Supply chain
C) Price
D) Product cycle
E) Customer
Answer:
Which of the following is an economic factor that a company should consider before
deciding to enter into a new country?
A) population size and growth
B) natural resources
C) cultural and social norms
D) political stability
E) climate
Answer:
Factors such as a firm's objectives, procedures, and systems are examples of ________
influences on the business buyer behavior.
A) political
B) interpersonal
C) technological
D) organizational
E) cultural
Answer:
Which of the following is the aim of the product concept?
A) improve the marketing of a firm's best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands
D) focus on making continuous product improvements
E) ensure that product promotion has the highest priority
Answer:
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
Answer:
Which of the following strategies involves weeding out weaker brands and focusing
marketing dollars only on brands that can achieve the number one or number two
market share positions with good growth prospects in their categories?
A) megabrand strategies
B) niche marketing strategies
C) social marketing strategies
D) co-branding
E) licensing
Answer:
________ is one of the best ways to increase share of customer.
A) Targeting new customers
B) Using bait and switch
C) Cross-selling
D) Divesting
E) Partnership marketing
Answer:
________ distribution is a strategy in which producers of convenience products and raw
materials stock their products in as many outlets as possible.
A) Direct
B) Intensive
C) Inclusive
D) Exclusive
E) Selective
Answer:
A company that pursues ________ will react much more strongly to a competitor's cost
reducing manufacturing breakthrough than to the same competitor's advertising
increase.
A) product differentiation
B) low-cost leadership
C) customer intimacy
D) a middle-of-the-roaders strategy
E) product leadership
Answer:
Compare and contrast closed-ended questions and open-ended questions for gathering
data.
Answer:
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon when they
tried the new makeup. In the context of the communication model, measuring which of
the following would be the best way for the source to measure feedback?
A) the number of subscribers toLadies' Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who have purchased Maybelline products in the past
E) the number of people to whom Melina Kanakaredes is an appealing spokesperson
Answer:
When a firm varies its price by the season, it is using ________ pricing.
A) product form
B) customer-segment
C) location-based
D) time-based
E) value-added
Answer:
The pharmaceuticals division of Omni Healthcare holds low market share in a
high-growth market. According to the BCG matrix, the pharmaceuticals division of
Omni can be classified as a ________.
A) star
B) bear
C) question mark
D) cash cow
E) dog
Answer:
A well-known cosmetic company in New York City added new product lines in order to
increase its business. In other words, it ________.
A) lengthened its existing product line
B) decreased its product line consistency
C) widened its product mix
D) engaged in market diversification
E) engaged in social marketing
Answer:
________ segments are conceptually distinguishable and respond differently to
different marketing mix elements and programs.
A) Complex
B) Measurable
C) Competitive
D) Differentiable
E) Homogeneous
Answer:
Which of the following is true about the customer sales force structure?
A) The customer sales force structure is a combination of territorial sales force structure
and product sales force structure.
B) Each salesperson is assigned to an exclusive geographic area and sells the company's
full line of products or services to all customers in that territory.
C) Salespersons specialize in only a particular product line as the company produces
numerous and complex products.
D) Companies using customer sales force structure tend to ignore the importance of
long-term relationship building with customers.
E) Separate sales forces are set up for different industries, serving current customers
versus finding new ones.
Answer:
When the seller allows only certain outlets to carry its products, this strategy is called
________.
A) exclusive distribution
B) subjective dealing
C) selective distribution
D) exclusive pricing
E) disintermediation
Answer:
A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle
stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics
Answer:
Most products in the marketplace are in the ________ stage of the product life cycle.
A) growth
B) decline
C) maturity
D) introduction
E) development
Answer:
Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable
shopping district, catering to a wealthy, mature clientele consisting mostly of older,
first-generation Hispanics. Many other specialty shops lined the main avenue over the
next few years. But as Forest Ridge began to attract a more price-conscious, younger,
and more demographically diverse population, the once-popular shopping district was
increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops
attracted only tourists who enjoyed browsing through the displays of alligator belts and
shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by
the mid-2000s. In fact, the owners had observed that the once-fashionable shopping
district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele
had been replaced with price-conscious families with children, a mix of Asian and
African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name
apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s,
bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Which of the following would each consumer segment attracted to The Attic Trunk
have in common with the other consumer segments?
A) habitual buying behaviors
B) self-concepts
C) AIO dimensions
D) life-cycle stages
E) aspirational groups
Answer:
When a customer feels uneasy about losing out on the benefits of a brand not
purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism
Answer:
Which of the following uses a customer-centered 'sense-and-respond" philosophy rather
than a product-centered "make-and-sell" philosophy?
A) market segmentation
B) the production concept
C) the marketing concept
D) the inside-out perspective
E) marketing myopia
Answer:
Which of the following are market challenger strategies?
A) expand total market and protect market share
B) expand market share and follow closely
C) full frontal attack and indirect attack
D) follow closely and follow at a distance
E) multiple niching and quality service
Answer:
Product placement in television programs and movies is an example of ________.
A) branded entertainment
B) advertainment
C) direct marketing
D) buzz marketing
E) sales promotion
Answer:
________ refers to a practice in which salespeople drop in unannounced on various
offices.
A) Hybrid selling
B) Niche marketing
C) Cold calling
D) Value selling
E) Direct marketing
Answer:
One look at a Pedigree ad or a visit to the Pedigree.com Web site confirms that the
people behind the Pedigree Brand really do believe the "We're for dogs" mission.
Associates are even encouraged to take their dogs to work. To further fulfill the "We're
for dogs" brand promise, the company created the Pedigree Foundation, which along
with the Pedigree Adoption Drive campaign, has raised millions of dollars for helping
'shelter dogs" find good homes. This information indicates that Pedigree is practicing
________.
A) consumerism
B) environmental sustainability
C) a sustainability vision
D) innovative marketing
E) sense-of-mission marketing
Answer:
Under which type of geographic pricing strategy does each customer take responsibility
for the freight charges for the product from the factory to its destination?
A) zone pricing
B) basing-point pricing
C) uniform-delivered pricing
D) dynamic pricing
E) FOB-origin pricing
Answer:
An increasing number of retailers and wholesalers have created their own ________,
also called store brands.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer's brand
Answer:
A ________ refers to the way a product is defined by consumers on important
attributesthe place the product occupies in consumers' minds relative to competing
products.
A) core competency
B) value stream
C) value proposition
D) product position
E) product specification
Answer:
The network made up of the company, its suppliers, its distributors, and, ultimately, its
customers who partner with each other to improve the performance of the entire system
is known as the ________.
A) business portfolio
B) supply chain
C) marketing mix
D) value delivery network
E) internal value chain
Answer:
________ are a type of limited-service wholesaler who does not carry inventory or
handle a product. They typically operate in bulk industries, such as coal, lumber, and
heavy equipment.
A) Wholesale merchants
B) Industrial distributors
C) Cash-and-carry wholesalers
D) Rack jobbers
E) Drop shippers
Answer:
________ serves as a guide to the future by showing how the company's products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) New clean technology
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
Answer:
Dora has formal authority to select the suppliers and arrange terms of purchase for
many of the items her firm uses. Her role in the buying center is that of a(n) ________.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper
Answer:
