As a type of retailer, category specialists are fierce competitors using
A. a broad assortment of merchandise.
B. highly trained personnel throughout the stores.
C. a complete assortment in a specific category at low prices.
D. highly attractive loyalty programs.
E. a limited, but complementary merchandise assortment.
Answer:
A ________ is a facility for the receipt, storage, and redistribution of goods to company
stores.
A. circulation center
B. distribution center
C. supply chain hub
D. collaborative replenishment office
E. floor-ready franchising center
Answer:
Which country has a large literate population which has helped it move up to become
the world’s seventh largest economy?
A. Russia
B. China
C. Brazil
D. India
E. United States
Answer:
Ronaldo wants to develop an Internet auction-based business and is working through
the STP process. After establishing his objectives, describing potential market
segments, and evaluating the attractiveness of each segment, Ronaldo now has to
A. differentiate his product line.
B. consider future customer loyalty.
C. create a perceptual map.
D. select a target market.
E. divide geographic segments into lifestyle groups.
Answer:
Before going on his first business trip to China, Brad asked his Chinese American
friend to advise him on customs and values common among the Chinese businesspeople
he will likely encounter. Brad is trying to avoid __________ business blunders.
A. reference group
B. situational
C. cultural
D. cognitive
E. evoked
Answer:
An advertisement for Titleist golf balls that airs on the cable television network Golf
Channel is an example of which type of media channel?
A. niche
B. mass
C. select
D. product placement
E. institutional
Answer:
Along the service-product continuum, which of the following would be considered the
most service dominant?
A. grocery store
B. apparel specialty store
C. doctor’s office
D. bookstore
E. restaurant
Answer:
Marketing efforts designed to get the product or service to the right customer, when that
customer wants it, are called
A. supply chain management.
B. a transactional orientation.
C. wholesaling.
D. value cocreation.
E. endless chain marketing.
Answer:
The marketing of services differs from product marketing because services are all of
these except
A. intangible.
B. inseparable.
C. heterogeneous.
D. renewable.
E. perishable.
Answer:
What is the focus of a firm that develops a relational orientation with its customers?
A. relating product knowledge to customers’ interests
B. gaining profit from each customer transaction
C. generating profits quickly before customers shop elsewhere
D. working with competitors to simplify product offerings for customers
E. gaining lifetime profitability from customer relationships
Answer:
A strategy of setting prices based on how customers develop their perceptions of value
can often be the most effective pricing strategy, especially if the strategy
A. leads the marketer to being the low-cost seller.
B. is supported by consistent advertising and distribution strategies.
C. challenges consumers to discard their perceptions of value.
D. is consistent with a competitive target return strategy.
E. is measured against the competition.
Answer:
A “no-haggle” pricing policy is a type of _____ pricing strategy.
A. maximizing profits
B. sales orientation
C. target return
D. status quo
E. customer-oriented
Answer:
Marketers have found that __________ segmentation is often more useful for predicting
consumer behavior than __________ segmentation.
A. demographic; psychographic
B. geographic; geodemographic
C. psychographic; demographic
D. demographic; behavioral
E. demographic; benefit
Answer:
Maryam phoned her auto insurance agent to renew her policy. The agent told her about
new types of insurance now availableto cover her apartment, or even the engagement
ring she just got from her fianc. The agent was pursuing a ___________ growth
strategy.
A. product development
B. market development
C. market penetration
D. diversification
E. product proliferation
Answer:
Manufacturers would prefer to produce in a country with a trade __________, because
it signals a greater opportunity to export products to more markets.
A. surplus
B. deficit
C. discrepancy
D. bonus
E. balance
Answer:
After need recognition, a business develops __________ that suppliers might use to
develop their proposals.
A. vendor assessments
B. initiator instructions
C. determinant attributes
D. product specifications
E. focal alternatives
Answer:
A firm’s macroenvironment includes all of the following except
A. competition.
B. culture.
C. demographics.
D. economics.
E. political/legal issues.
Answer:
Marketers __________ an advertising campaign to ensure that various elements of the
campaign will work in an integrated fashion and do what they are intended to do.
A. pretest
B. posttest
C. monitor
D. flight
E. pulse
Answer:
A __________ brand is one where there is a contractual arrangement between firms
allowing one to use its brand name for a fee.
A. franchise
B. joint venture
C. shared
D. common use
E. licensed
Answer:
Since Al’s Auto Parts had trouble with its windshield wiper manufacturer in the past, it
is requesting a guarantee from the company before it will place another order. Which of
the service quality dimensions is being addressed in this scenario?
A. ethics
B. assurance
C. tangibles
D. responsiveness
E. empathy
Answer:
Limited problem solving usually relies on
A. past experience more than on external information.
B. situational stimuli and attitudes.
C. external searches for information.
D. financial analysis of performance risk.
E. evaluation of the universal set.
Answer:
Marco was assigned to help create a positioning strategy for his employer’s products
based on product attributes. He should consider
A. the features the engineers feel are most important.
B. the ways the sales representatives have been positioning the firm’s products.
C. the characteristics that helped his firm win a statewide award for excellence in
manufacturing.
D. what the target market would consider the most important features.
E. the safety record of the firm and its products.
Answer:
Automobile manufacturers often use television advertising showing an attractive man
or woman driving the manufacturer’s stylish new car on a winding road along an ocean
vista. These types of ads have __________ appeal.
A. emotional
B. ethical
C. informational
D. institutional
E. reminder
Answer:
Whether targeting consumers or resellers, marketers need to focus on
A. creating value for their customers.
B. buying center synergy.
C. private exchange efficiency.
D. corporate profit sharing.
E. reducing derived demand.
Answer:
Brenda wants to reduce mass media IMC and to increase the use of personalized
marketing communication messages. To achieve this goal, Brenda will likely increase
her use of
A. sales promotions.
B. advertising.
C. public relations.
D. price reductions.
E. direct marketing.
Answer:
When Victoria’s Secret offers different product lines, such as its Pink line, it is trying to
capture the market by
A. using segmentation, targeting, and positioning.
B. offering everything to everyone.
C. trying lots of options to find out which one works.
D. doing continual test marketing.
E. focusing exclusively on its Pink brand.
Answer:
Which of the following is true regarding modern gender roles?
A. Gender roles are a constant cultural norm.
B. Modern standards require firms to produce gender neutral advertising for every
product.
C. Gender roles have been blurred in the past several years.
D. Gender boundaries should never be crossed in marketing efforts.
E. Gender roles are unimportant to marketers.
Answer:
In the Circles for a Successful Value Proposition framework, the portion of the
customer needs/wants circle that doesn’t overlap with anything else represents
A. the firm’s value proposition.
B. competitors’ value propositions.
C. low-priority needs and wants that customers are willing to give up.
D. unmet customer needs/wants.
E. unknown customer needs/wants that the firm does not understand.
Answer:
__________ refer(s) to the process by which consumers select, organize, and interpret
information to form a meaningful picture of the world.
A. Attitude
B. Learning
C. Perception
D. Values
E. Consumption
Answer:
If Melissa decides to sell the best ice cream on earth and intends to establish a strong
ethical climate in her organization, during which phase of the strategic marketing
planning process should she introduce ethical considerations?
A. planning
B. implementation
C. control
D. experience
E. ethics
Answer:
__________ fairness refers to the perceived fairness of the process with which a firm
handles customer complaints.
A. Procedural
B. Intangible
C. Distributive
D. Service
E. Empowerment
Answer: