In the progress toward environmental sustainability, a company must first develop a
sustainability vision, which serves as a guide to the future.
Secondary data consist of information collected for the specific purpose at hand.
Government regulations are intended to protect consumers, companies, and societal
interests.
Many companies motivate their salespeople by setting sales quotas.
Market offerings include entities such as people, places, information, and ideas.
In the context of new product development, new products include original products that
a firm develops through its R&D efforts.
A researcher who wants to calculate confidence limits for sampling error would use
nonprobability samples.
Internal databases usually are more expensive to use than other market information
sources.
Newspapers, as a medium of advertising, provide poor local market coverage.
Foreign-based production facilities offer many advantages to an investing company if
the foreign market is small.
An advertisement about a discount that can be availed if a product is ordered within 24
hours is an example of reminder advertising.
Mass marketing consists of connecting directly with carefully targeted consumers, often
on a one-to-one, interactive basis.
Marketers are most effective when they attempt to create new wants rather than when
they appeal to existing ones.
An augmented product is a product that is built around the core benefit and actual
product by offering additional consumer services and benefits.
When managers glean information from their company’s accounting and sales records
stored in the computer, they are using an internal database.
A company that makes marketing decisions by considering consumers’ wants and
long-run interests, the company’s requirements, and society’s long-run interests is
practicing consumer-oriented marketing.
Seatbelts are considered to be salutary products.
The rapid increase in the number of people who telecommute has created a booming
small office/home office market in the United States.
Qriosity Inc. released a new antivirus program at half-price to attract buyers. This is
most likely an example of ________.
A) market-skimming pricing
B) market-penetration pricing
C) optional-product pricing
D) by-product pricing
E) allowance pricing
Compared with undifferentiated marketing, differentiated marketing is more likely to
lead to ________.
A) reduced sales in each market segment
B) weaker product position in each market segment
C) higher costs of doing business
D) redundancy in product design across market segments
E) smaller market share in the industry
Which of the following statements is most likely true of team selling?
A) It is used most often when the group of target customers is small and homogeneous.
B) It consists of experts from a single area of the selling firm such as marketing or
finance.
C) It can unearth problems and provide solutions that no individual salesperson could.
D) It is most often implemented when products are simple and distribution costs are
low.
E) It simplifies the process of evaluating the individual contributions of sales team
members.
Which type of market segmentation is generally used by marketers who sell products
for the affluent segments of a population?
A) usage rate
B) occasion
C) income
D) benefits sought
E) gender
Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord
and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to
purchase the Honda based on her intuition. Which of the following situations would
most likely cause Alice to experience postpurchase dissonance?
A) The price of the Honda Accord increases by a huge margin.
B) The price of the Toyota Camry falls due to an increase in demand.
C) The Honda Accord meets all her expectations and satisfies her needs.
D) The Toyota Camry experiences technical failures that lead to a recall.
E) The maintenance costs of the Honda Accord decrease significantly over time.
A company’s external sources of new product ideas include its ________.
A) managers
B) salespeople
C) engineers
D) manufacturing staff
E) suppliers
Fads are characterized by their ________.
A) enduring nature that spans several generations
B) low rates of adoption by consumers
C) unusually high sales and rapid decline
D) basic and distinctive modes of expression that seldom become unpopular
E) non-attainment of the last two stages of the product life cycle
Fruity Loop, a leading manufacturer of fruit-juices, introduces a new range of potato
chips. To promote this new product, it offers a packet of potato chips free with every
bottle of Fruity Loop juice. Which of the following promotion tools is Fruity Loop
using in this case?
A) rebates
B) samples
C) coupons
D) advertising specialties
E) price packs
According to critics, large marketing companies use patents and heavy promotion
spending to ________.
A) acquire smaller companies
B) offset too many social costs
C) prevent industry competition
D) achieve economies of scale
E) offset cultural pollution
________ refers to the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter.
A) Market divesting
B) Market diversification
C) Market targeting
D) Market mixing
E) Market positioning
Which of the following channel functions of wholesalers is demonstrated when a buyer
receives quicker delivery because wholesalers are located closer than are producers?
A) buying and assortment building
B) financing
C) transportation
D) risk bearing
E) warehousing
Which of the following is a direct digital marketing tool?
A) printed catalog
B) direct mail
C) telephone
D) television
E) blog
Which of the following is an example of inbound telemarketing?
A) Sterrns Media advertises its services by sending letters to potential customers and
prompting them to contact the firm through a toll-free number.
B) Sterrns Media purchases customer information and later cold calls these customers
to generate potential leads.
C) Sterrns Media spends a lot of time and effort to train its sales force to call businesses
and inform them about its B2B products.
D) Sterrns Media utilizes interactive cable systems to enable customers to obtain
product information by using their TV remotes.
E) Sterrns Media airs advertising programs called infomercials to attract viewers and
get them to order products from its Web site.
Which of the following is an example of a media public?
A) community organization
B) minority group
C) television station
D) banking institution
E) federal government
Which of the following would most likely have the longest duration in a market and be
characterized by several periods of renewed interest?
A) a style
B) a fashion
C) a fad
D) a trend
E) a drift
When Luxury Motors gives price reductions to its new car dealers to reward them for
participating in advertising and sales support programs, the firm is granting ________.
A) cash discounts
B) seasonal discounts
C) quantity discounts
D) promotional allowances
E) trade-in allowances
Which of the following criteria does the Boston Consulting Group approach use to
provide a measure of a company’s strength in the market?
A) relative market share
B) return on marketing investment
C) market sentiment
D) market growth rate
E) annual profit
Which of the following marketing measures can best be translated into dollar returns?
A) brand loyalty
B) advertising impact
C) packaging effectiveness
D) market share
E) brand-building impact
Fargo Inc. is a carbonated beverage manufacturer that has many manufacturing plants
around the world. It is planning to shift from using thermal power to wind power for its
manufacturing plants in the Netherlands to decrease dependency on nonrenewable
sources of energy. This scenario depicts Fargo’s concern for its ________ environment.
A) economic
B) natural
C) demographic
D) political
E) cultural
Which of the following is a disadvantage of straight product extension?
A) It involves additional product development costs.
B) It involves changing the product to meet local requirements.
C) It requires planning a new promotional strategy to promote the product.
D) It can be costly in the long run if products fail to satisfy consumers.
E) It requires making changes in the manufacturing process.
Which of the following is a demographic trend observed in the United States?
A) More people are working remotely.
B) Fewer women are entering the workforce.
C) Literary rates are dropping in the United States.
D) More people are migrating from the suburbs to the cities.
E) More people are shifting toward the manufacturing industry.
Which of the following is a difference between storage warehouses and distribution
centers?
A) Storage warehouses are used to store agricultural products, while distribution centers
are used to store nonagricultural products.
B) Storage warehouses store goods for moderate to long periods, while distribution
centers are used to move goods rather than just store them.
C) Storage warehouses are always owned by a producer, while distribution centers are
rented.
D) Storage warehouses are more likely to use newer, computer-controlled systems,
while distribution centers generally use outdated materials-handling methods.
E) Storage warehouses are exclusively used by government agencies, while distribution
centers are exclusively used by private businesses.
Lemony Inc. sells its popular bottled lemonade’“the company’s only product’“in various
geographic locations through tie-ups and agreements with retailers. Each location is
represented by two salespersons, one of whom serves current customers while the other
finds new ones. Which of the following sales-force structures has most likely been
combined to form the complex sales-force structure at Lemony Inc.?
A) market and territorial
B) market and customer
C) product and territorial
D) market and product
E) geographical and product
A consumer group that responds in a similar way to a given set of marketing efforts is
the company’s ________.
A) value chain
B) market segment
C) financial public
D) business portfolio
E) market position
Bateman Gray Motors sells the cars it produces using dedicated dealers who only sell
Bateman Gray’s products at their outlets. What kind of marketing strategy has Bateman
Gray adopted with its car dealers?
A) direct marketing
B) exclusive dealing
C) disintermediation
D) horizontal integration
E) vertical integration
As the marketing manager at Secure Services, a home security systems company, you
have been asked to devise a new sales and marketing strategy for a new line of
sophisticated alerting systems called “Imperio.” These alerting systems can be
programmed to meet individual specifications, have special child lock features, and
require the thumb impression of the home-owner(s) for a visitor to be allowed inside
the house. The two previous promotional ventures failed to elicit much consumer
response because most people were unaware of the benefits of such devices except for
those consumers who were specifically looking for them. Can the use of e-mail
marketing by Secure services be justified for its current marketing effort? Why or why
not?
Explain the concept of viral marketing.
Briefly explain each step in a typical product life cycle.
Define consumerism and environmentalism.
RTF Developers is a construction company with a presence in several countries. The
company currently organizes its marketing department using a functional system of
organization, but this seems inefficient. Explain why a geographic organization would
benefit the company more than a functional organization.
With reference to pricing in different types of markets, compare oligopolistic
competition with a pure monopoly.