The growth-market matrix developed by the Boston Consulting Group (BCG) is used to
conduct a ________.
A. SWOT analysis
B. portfolio analysis
C. promotion strategy
D. scorecard assessment
E. business mission assessment
The optimal method for setting a media budget is the ________ approach because it is
based on spending necessary to accomplishing specific media objectives.
A. percentage-of-sales-revenue
B. affordable
C. media footprint
D. objective-and-task
E. media optimization
Which of the following holds certain individuals, such as diplomats, accountable to the
laws of their home country while exempting them from the laws of a foreign country in
which they are operating?
A. jurisdiction
B. extraterritoriality
C. power parity
D. exchange control
E. privatization
Some fast-food restaurants offer tasty and convenient food that customers want at
affordable prices, but in doing so they contribute to a national obesity epidemic and
environmental problems. These fast-food restaurants overlook ________.
A) the marketing concept
B) perceived needs
C) the production orientation
D) social responsibility
E) the sales orientation
Quality and convenience are both examples of ________.
A. advertising measurements
B. brand awareness levels
C. brand attributes
D. behavioral advertising objectives
E. brand loyalty levels
Which brand positioning level is most likely to create a relationship with a customer
that engenders brand loyalty, commitment, and strong consumer equity?
A. benefits
B. service attributes
C. status
D. values
E. personality
The most basic forms of market segmentation involve ________ and ________ criteria.
A. psychographic; behavioral
B. psychographic; demographic
C. behavioral; needs
D. values; demographic
E. values; needs
A marketer analyzing the types of media viewed and used by members of a target
market is analyzing the ________ element of the marketing mix.
A. product
B. promotion
C. place
D. physical evidence
E. people
A(n) ________ is a promise to deliver specific benefits associated with products or
services to consumers.
A. service
B. brand
C. license
D. patent
E. alliance
Which of the following is the best example of an avoidance product?
A. a brush
B. a car security system
C. a telephone
D. dessert
E. a backpack
After determining its advertising objectives, the company’s next step in developing an
advertising program is to ________.
A. set its advertising budget
B. select the media channel
C. use cash refund offers
D. plan its advertising campaign
E. develop its message strategy
The sales management process begins with ________.
A. developing the sales force strategy
B. setting sales force objectives
C. recruiting and training the sales force
D. motivating the sales force
E. evaluating the sales force
Which of the following is LEAST closely associated with corporate social
responsibility?
A. sustainability
B. the triple bottom line
C. marketing ethics
D. globalization
E. social responsibility
For Hyundai Corporation, customers who care about the price of a car and its operating
economy make up one ________.
A. market position
B. value network
C. market segment
D. customer extension
E. value chain
Secondary data consists of information ________.
A. that already exists somewhere but is outdated
B. that does not currently exist in an organized form
C. that already exists but was collected for a different purpose
D. used by competitors
E. that researchers can only obtain through surveys and observation
Your colleague is confused about using the marketing research process, as he knows
that something is wrong but is not sure of the specific causes to investigate. He seems to
be having problems with ________, which is the most important step of the marketing
research process.
A. designing the research
B. conducting the research
C. defining the problem
D. selecting a research agency
E. analyzing the research
Nationalization occurs when a government ________.
A. transfers government functions to the private sector in order to create new business
opportunities
B. reimburses a foreign company that has lost facilities due to natural causes
C. refuses to allow its businesses to engage in exporting
D. takes control or ownership of private property
E. imports more than it exports
Which type of positioning is based on characteristics of the brand that enhance the
self-esteem of customers?
A. unique
B. symbolic
C. functional
D. experiential
E. optimized
In Vin del Mar, Chile, there are a dozen stores specializing in selling the same quality of
seafood products on one street. An individual store dare not charge more than the going
price without the risk of losing business to the other stores that are selling the fish at a
common price. This is an example of what type of market?
A. pure competition
B. monopolistic competition
C. oligopolistic competition
D. monopoly
E. socialist
Which of the following types of marketing communication tools offers the marketer the
lowest level of control over the message?
A. sales promotion
B. advertising
C. public relations
D. word of mouth
E. personal selling
________ occurs when a business first identifies a market segment it wants to serve and
then develops a product or service that is appropriate for that segment.
A. Niche targeting
B. Concentrated targeting
C. Market targeting
D. Target marketing
E. Behavioral targeting
When management of an organization decides to measure the organization’s marketing
activities, management is necessarily also committing to which of the following?
A. using copy testing
B. using an advertising report card
C. moving from a customer relationship model to a transactional model
D. relating marketing activities to specific marketing objectives
E. purchasing a CRM program
A ________ is a graphical representation of the ratio between product benefits and
costs.
A. fair value matrix
B. value map
C. loyalty map
D. data mine
E. customer relationship map
Which strategy directs marketing efforts toward channel members such as wholesalers
and retailers rather than final consumers?
A. pull
B. blitz
C. push
D. integrated marketing communication
E. promotions
The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at
upscale shops in urban and suburban settings, has experimented with increasing the
price of several items in the Wee Won line. Sales of these items did not decrease with
the new, higher prices. It is most accurate to say that Wee Won customers have
exhibited ________.
A. purchase loyalty
B. brand alliances
C. brand stretching
D. attitudinal loyalty
E. benefits positioning
________ are consumer products that the consumer either does not know about or
knows about but does not normally think about buying.
A. Specialty products
B. Line extensions
C. Unsought products
D. Shopping products
E. Staples
Advertisements for products and services began appearing in American newspapers
during the ________.
A) early 1700s
B) mid 1800s
C) post-Civil War era
D) early twentieth century
E) Great Depression
A media objective is a clear statement conveying ________.
A. which audiences the media will address
B. goals for profits and revenues
C. what the media plan will accomplish
D. how the product benefits will be conveyed
E. how types of media will be selected for the plan
Which of the following is true about business marketers in comparison to consumer
marketers?
A. They deal with far fewer but far larger buyers.
B. They deal with far more but far smaller buyers.
C. They deal with a less structured buying process.
D. They involve fewer individuals in the buying process.
E. They deal with the same decision buying process.
Which of the following statements about radio as an advertising medium is true?
A. Radio advertising is typically quite expensive.
B. National radio advertising opportunities are simple to purchase.
C. Radio does an excellent job of targeting audiences with specific interests.
D. Radio prohibits the use of segmentation strategies.
E. Radio is defined as an out-of-home medium.
Advertising ________ define the task that advertising must accomplish with a specific
target audience during a specific period of time.
A. objectives
B. budgets
C. strategies
D. campaigns
E. evaluations
Trading firms that work out elaborate deals in which they trade or barter their products
with one another or even supply goods in return for tax breaks from the local
government are using ________.
A. bribery
B. privatization
C. zero-sum games
D. countertrade
E. dumping strategies
Identify and describe the main components of a company’s marketing environment.
Explain why correctly segmenting consumers will help a company target its marketing
dollars more effectively.
Explain several options a company has for adopting a global targeting strategy for a
brand.
Describe the function of an economic community and a trade agreement. Explain why
they are relevant to marketers. Give two examples of important economic communities.
Briefly compare the advantages and disadvantages of truck and rail transport.
What elements comprise a store’s atmospherics?
Give three examples of specialty products.
Imagine that you are part of the marketing team working on introducing a new PDA to
high school and college students. Briefly describe what choices you might make for
each of the 4 Ps.
Describe the main parties in the distribution process and explain why a superior
distribution system requires the cooperation of all members in the distribution channel.
Although a company has purchased printers and copiers before, Xerox now offers the
firm a multitasking machine that prints, copies, scans, and faxes. Explain what type of
buying situation this is.
Identify two ways that a company can build relationships with its customers.
Why might department stores have struggled to survive in the United States in recent
years?
The makers of a new type of soap that can be used to both wash and wax your car with
only one application have determined that personal selling would not be best for this
product. Explain why this is or isn’t a good marketing communication decision.
Why might measuring service quality be more difficult than measuring product quality?
Discuss the differences between the four common ways to organize a sales force. What
are the potential benefits of each structure?
In addition to affordability, identify the two most important factors for a company to
consider when selecting a brand to license.
What is the purpose of a purchase funnel? Identify four different stages of the purchase
funnel and the marketing objectives associated with each stage.
Explain how marketers have responded to growing diversity in the United States.
How can a firm benefit from participating in a horizontal marketing system?
Based on the example provided in your text, describe the main components of the
company description, purpose, and goals section of a marketing plan.