Which of the following would a firm most likely use to share video content?
A) corporate intranets
B) social media sites
C) viral blogs
D) media portals
E) digital kiosks
When a company chooses to divest a particular strategic business unit, it ________.
A) increases the advertising budget for that strategic business unit
B) invests more in the strategic business unit to build its market share
C) sells off or phases out the strategic business unit
D) invests just enough in the strategic business unit to keep its market share at the
current level
E) gradually increases investment in the strategic business unit over time to maximize
profits
Orienting and motivating customer-contact employees and supporting service people to
work as a team to provide customer satisfaction is known as ________ marketing.
A) social
B) organizational
C) differentiated
D) internal
E) interactive
People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) selective attitude
D) selective attention
E) selective learning
Some fast food restaurants offer tasty and convenient food at affordable prices, but in
doing so they contribute to the soaring obesity rates and environmental problems. In
this case, these fast-food restaurants have overlooked the ________ concept.
A) marketing
B) product
C) production
D) societal marketing
E) selling
Sweet & Cream, a popular frozen yogurt chain, attracts new customers by adding new
flavors to its famous frozen yogurt product line. In this case, the company has
developed its brand with ________.
A) brand extensions
B) line extensions
C) multibranding
D) new product lines
E) co-branding
________ distribution is a product distribution strategy that involves stocking a product
in as many outlets as possible.
A) Selective
B) Exclusive
C) Intensive
D) Exponential
E) Comprehensive
Which of the following is the fastest-growing form of marketing?
A) direct marketing
B) undifferentiated marketing
C) internal marketing
D) mass marketing
E) standardized marketing
Which of the following is most likely true about companies that take a proactive stance
toward the marketing environment?
A) They develop strategies to change the marketing environment.
B) They believe that marketing strategies are bound by the current environment.
C) They passively accept the marketing environment in its current state.
D) They view the marketing environment as an uncontrollable element.
E) They design strategies according to environmental forces in the market.
When using a harvest strategy for a particular strategic business unit, a company
________.
A) invests just enough in the strategic business unit to keep its market share at the
current level
B) invests more in the business unit to build its market share
C) sells off the strategic business unit and invests its resources elsewhere
D) tries to maximize its short-term cash flow regardless of long-term concerns
E) gradually increases investment in the strategic business unit over time to maximize
profits
Which of the following is a disadvantage of online focus groups?
A) It requires participants to assemble at a central location.
B) Determining the identity of people who constitute an online sample is difficult.
C) When compared to other methods, it takes a longer time to tabulate and analyze the
results.
D) The cost of conducting online focus groups is greater than most other qualitative
methods.
E) It is difficult to access people and events across different time zones using online
focus groups.
Which mode of transportation is best for carrying perishable goods to distant markets?
A) railroads
B) water carriers
C) trucks
D) air carriers
E) pipelines
Which of the following is an advantage of exclusive dealing between a seller and a
dealer?
A) The seller gains more shelf power compared to competitors’ products.
B) The seller can avoid using any intermediary and sell the product directly to
customers.
C) Customers get more loyal and dependable outlets.
D) The dealer obtains a steady source of supply and more support from the seller.
E) The dealer can freely choose what products to sell without any interference from the
seller.
CRM analysts develop data warehouses and use sophisticated data mining techniques to
unearth patterns in customer data.
Wilkinson & Company sells plumbing supplies across the United States. Wilkinson
uses Chicago as its central location for determining freight costs regardless of the city
from which products are actually shipped. For example, a Dallas customer pays the
freight cost from Chicago to Dallas even if the goods are shipped from Dallas.
Wilkinson most likely uses ________ pricing.
A) basing-point
B) FOB-origin
C) freight-absorption
D) zone
E) reference
In which of the following situations is a producer guaranteed full control over product
sales?
A) a corporate marketing channel
B) a direct marketing channel
C) a contractual distribution channel
D) a horizontal marketing system
E) an administered marketing system
Which of the following is most likely an advantage of social media marketing?
A) Social media are targeted and personal.
B) Social media campaign results are easily measured.
C) Social networks are largely marketer controlled.
D) Social media allow marketers to engage in multichannel sales.
E) Social media campaigns are simply implemented and rarely backfire.
Which of the following is true of a conventional distribution channel?
A) It has each channel member acting as a separate business unit trying to maximize its
own profits.
B) It consists of producers selling their products directly to customers without the use
of intermediaries.
C) It has one channel member owning the other channel members.
D) It is a distribution channel where a producer is owner of all the other channel
members.
E) It has all members of the channel working together as a single organization.
In which of the following research methods does the sample size have little impact on
costs?
A) focus group interviews
B) personal interviews
C) mail surveys
D) Internet-based surveys
E) telephone surveys
The second part of a marketing strategy statement describes the ________ of a new
product.
A) marketing mix strategy
B) profit goals
C) planned price
D) target market
E) planned value proposition
How have social media tools most likely affected personal selling?
A) reducing the use of person-to-person selling efforts
B) increasing the costs of selling products and services
C) changing the basic fundamentals of interpersonal selling
D) increasing the number of product reports given to customers
E) slowing the sales force response rate to customers’ problems
________ is a practice whereby a producer agrees to sell a brand to a dealer only if the
dealer agrees to sell some or all of the rest of its products.
A) Horizontal price fixing
B) Horizontal integration
C) Full-line forcing
D) Direct marketing
E) Disintermediation
Vincent Cosmetics decides to launch a cream with a claim that it made skin “nine times
smoother.” The claim is based on a study of thirty respondents who used products of
other brands as well. However, a second study on a larger sample reveals only a mild
correlation between the use of the cream and smoother skin. In these circumstances,
which of the following is the most ethical approach that Vincent Cosmetics can follow?
A) It should market the product as planned with the promotional line of “nine times
smoother.”
B) It should modify the results of the study to depict a strong correlation.
C) It should report the result as it is, or improve the product to match its claim.
D) It can continue to claim a high correlation and add a tag line saying “results may
vary.”
E) It should feature a testimonial from a satisfied user in an advertisement to support its
claim.
Which of the following pricing strategies is the opposite of FOB-origin pricing?
A) basing-point pricing
B) dynamic pricing
C) uniform-delivered pricing
D) freight-absorption pricing
E) zone pricing