A company’s business mission serves as a statement of ________.
A. fact
B. achievement
C. purpose
D. financial goals
E. employee commitment
Cybele is a part of the sales force at Lenses for Less, a company that sells contact
lenses, prescription glasses, and nonprescription glasses to consumers through direct
marketing and to retail outlets through personal selling. Cybele provides sales support
for several sales representatives, creating customized sales presentations and
maintaining detailed customer information in the office as the sales representatives
travel to meet with customers. Cybele is part of the company’s ________ sales force.
A. product line
B. territorial
C. direct marketing
D. inside
E. outside
It would take the shortest amount of time to determine the success of an advertising
campaign with which of the following communication objectives?
A. persuading consumers to act
B. changing brand perceptions
C. increasing brand loyalty
D. building brand awareness
E. building brand relationships
Which of the following is an illegal marketing tactic?
A. puffery
B. bait-and-switch
C. testimonial
D. viral marketing
E. product placement
________ is the adjustment of media plans to maximize their performance.
A. Media buying
B. Media optimization
C. Media selection
D. Media planning
E. Media scheduling
Which type of store is much larger than other stores and offers a wider range of
products and services?
A. category killer
B. specialty store
C. factory outlet
D. superstore
E. off-price retailer
Which of the following is a manufacturer-owned intermediary that permanently
displays a firm’s products for customers to view?
A. sales offices
B. selling agent
C. manufacturers’ showrooms
D. manufacturers’ offices
E. merchandise brokerages
Which of the following American government agencies is responsible for enforcing
laws against deceptive advertising?
A. the Environmental Protection Agency (EPA)
B. the Federal Trade Commission (FTC)
C. the Food and Drug Administration (FDA)
D. the Consumer Product Safety Commission
E. the Interstate Commerce Commission
Regulations and policies enforced by which of the following federal organizations are
most likely to have an impact on the efficiency of marketing distribution channels?
A. Food and Drug Administration
B. Environmental Protection Agency
C. Federal Communications Commission
D. Federal Trade Commission
E. Interstate Commerce Commission
Refer to the passage below to answer the following questions.
Bryant and Aniyah Small are the owners of the Good Green Grocer, a small but
successful chain of natural food and health stores. Bryant and Aniyah’s business has
expanded as more and more consumers are interested in eating organic foods. What
started as one shop in Vermont has expanded to 15 stores in college towns throughout
Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, the Smalls
have found that many people are willing to pay a bit more for food that is organically
grown.
Bryant and Aniyah want the Good Green Grocer to be associated with environmental
responsibility, so they offer discounts to customers who bring their own reusable
shopping bags and take measures to reduce the company’s carbon footprint. They even
hold environmental workshops in their stores, with topics ranging from organic farming
and composting to at-home energy conservation.
Sunday ads for the Good Green Grocer run in area newspapers, with special
promotional prices offered for a list of the “Top Ten Take Homes” each week. Regular
customers of the Good Green Grocer know that the promotional items often run out of
stock by mid-week, so the store typically sees its heaviest traffic on Sunday and
Monday.
Which of the following actions, if taken, would violate the marketing ethics code?
A. the Good Green Grocer raising its prices on its popular items
B. the Good Green Grocer advertising that its products will help people “feel healthy”
C. the Good Green Grocer lowering prices in order to better compete with larger
supermarkets
D. the Good Green Grocer labeling as “organic” products that were grown using
pesticides
E. the Good Green Grocer contributing a percentage of its profits to NGOs
________ is an organized movement of citizens and government agencies to improve
the rights and power of buyers in relation to sellers.
A. Environmentalism
B. The social marketing concept
C. Green marketing
D. Consumerism
E. Corporate social responsibility
While a sensational ________ may grab consumers’ attention through a pleasing visual
appearance, it does not necessarily improve a product’s usability.
A. design
B. style
C. utility
D. benefit
E. product level
Serengeti makes lightweight sunglasses with 100 percent UV protection for outdoor
enthusiasts who love to hunt, hike, and ride bikes. Serengeti’s long-term plans include
the development of lenses that, in addition to protecting users from UV rays, will also
have effective water-sheeting action to reduce lens spotting. The target market for this
new feature will be people who fish. Serengeti has determined that fishing is one of the
fastest growing sports in the United States. In terms of a SWOT analysis, Serengeti has
recognized a market ________.
A. weakness
B. strength
C. threat
D. opportunity
E. mix
Nita can visit her local supermarket and buy a dozen roses, a gallon of milk, two
birthday cards, a bag of cat litter, and a pan for roasting a turkey. This illustrates how
channels of distribution benefit consumers by ________.
A. creating atmospherics
B. creating assortments
C. directing logistics
D. managing knowledge
E. managing relationships
As production workers become better organized and more familiar with equipment, the
average cost per unit decreases. This is called the ________.
A. demand curve
B. experience curve
C. skimming cost
D. penetration cost
E. marginal utility
Refer to the scenario below to answer the following questions. In the 1970s,
Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a
small restaurant, and a grocery store. Over the next two decades, the small town
transformed into an international tourist attraction, attracting thousands of tourists who
are intrigued with the lifestyle of Shipshewana’s largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town’s popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller’s specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop’s display room with authentic Amish décor and
eventually hired three Amish friends to sew and embroider napkins and other textiles
per customer request. In addition, two women from the Amish community sought
permission from the Millers to display home-baked pastries and jellies on Tuesdays and
Wednesdays, the town’s busiest tourist days, when Shipshewana attracts swarms of
visitors to its flea market on the south edge of town.
“Shipshewana is full of specialty shops,” Mary Miller stated. “People don’t come here to
buy things made in China or Taiwan. They want real, Amish-made goods.”
Which of the following is most critical to Indiana Wood’s success?
A. location
B. price
C. promotion
D. atmospherics
E. level of service
________ is most frequently defined as the customer’s overall reaction to the attributes
of a product or service.
A. Variability
B. Utility
C. Diffusion
D. Style
E. Quality
________ is a measure of the number of people who could potentially receive an ad
through a particular media vehicle.
A. Reach
B. Impression
C. Circulation
D. Traffic
E. Frequency
In the generally accepted stages of the business buying process, the step following the
recognition of the organizational problem or need is the ________.
A. acquisition and analysis of proposals
B. search for and qualification of potential sources
C. description of the characteristics of the item and quantity needed
D. determination of the characteristics of the item and quantity needed
E. performance feedback and evaluation
The ________ were developed in the manufacturing economy of the 1960s when large
consumer goods were serving mass markets.
A. 4 Ps
B. 7 Ps
C. 12 variables
D. 4 Cs
E. 7 Cs
________ involves looking at individuals with similar life experiences at different times
in their history.
A. Behavioral targeting
B. Generational marketing
C. Cohort marketing
D. Target marketing
E. Concentrated marketing
Products and services fall into two broad classifications based on the types of customers
who purchase and use them. Which is one of these broad classes?
A. industrial products
B. specialty products
C. supplies and services
D. materials and parts
E. convenience products
Which of the following is NOT a stage in the purchase funnel associated with the
advertising objectives of gaining interest and differentiating?
A. awareness
B. familiarity
C. intention
D. opinion
E. consideration
Which of the following is an example of a survey question that allows for a direct
rating?
A. On a scale of 1-10 how satisfied were you with your last experience with our
product?
B. Which of the following best reflects the way you feel about our product in
comparison to competitors’ products?
C. What is the top level of education that you completed?
D. How likely would you be to recommend our product to a friend?
E. How likely would you be to buy our product again?
You would most likely find an implementation schedule in which section of a marketing
plan?
A. marketing strategy
B. forecasting
C. executive summary
D. marketing situation
E. company description, purpose, and goals
A ________ consists of the actions a person is expected to perform in a group.
A. motive
B. role
C. lifestyle
D. life stage
E. tradition
A company’s marketing-mix strategies should be reevaluated ________.
A. every two years
B. every year
C. every six months
D. every other month
E. constantly
Decisions concerning the selection of a target market and the creation of a marketing
mix are made primarily as part of the ________ component of the marketing planning
process.
A. marketing objectives
B. marketing strategies
C. marketing audit
D. market monitoring
E. resource allocation
Which of the following is NOT a basic section in a typical marketing plan?
A. marketing situation
B. forecasting
C. measurement and controls
D. financial overview
E. executive summary
Although test marketing costs can be high, they are often small when compared with
________.
A. business analysis costs
B. the costs of a major mistake
C. prototype development costs
D. the costs of idea generation
E. research and development costs
Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its
company positioning and value proposition in a formal statement to serve as a guide for
marketing communication development. Superior’s management would use a
________.
A. mission statement
B. vision statement
C. competitive statement
D. brand position statement
E. company statement