Demographic changes have contributed to a decline in the use of door-to-door sales in
the United States.
There will always be a need for channel intermediaries that physically handle the
product.
It is more difficult to assess the bottom-line impact of public relations activities than the
bottom-line impact of advertising.
Total quality management involves all employees, regardless of their function, in
continual quality improvement efforts.
The UPC is a global system of product identification.
The pricing element of the marketing mix always involves monetary exchanges.
Always Fresh Produce Company has a route selling to more than 100 groceries,
schools, and restaurants at wholesale prices. Last week the owners opened up a walk-in
discounted consumer produce outlet. Always Fresh is now using a dual distribution
system.
SeaFood Family markets its frozen seafood products to the domestic United States
market and to several Central American countries. SeaFood Family recently had a
surplus of products. Management decided to maintain prices in the U.S. market but
drastically cut prices in the Central American markets in order to reduce excess supply.
SeaFood Family would most likely be accused of pirating.
PPG Industries is a producer of glass for windows. It likely sells its products in the
consumer market.
A firm’s code of ethical relativism is a set of standards of behavior that everyone in the
firm is expected to follow.
High-involvement purchase decisions likely involve extended problem solving.
The term “marketing” is synonymous with the term “advertising.”
The term share of customer is synonymous with share of market.
Penetration pricing is the opposite of skimming pricing.
In developing an advertising campaign, agencies do not use pretesting until they have
determined the media types and media schedule.
Unlike other currencies, bitcoin is not controlled by a single government entity, such as
the U.S. Treasury.
A buttery spread designed to help lower cholesterol levels is a product with a number of
new competitors entering the market. This product is most likely in the introduction
stage of its product life cycle.
Through word-of-mouth communication, consumers look to each other for product
information and recommendations.
By allowing employees to spend up to $2,500 to compensate guests for certain
inconveniences, Marriott is empowering its employees to quickly recover from critical
incidents.
Marketers should consider the packaging of other brands within the category when
designing their brand’s packaging.
In Thailand and Turkey, most people subordinate their personal goals to those of a
stable community. These countries are examples of collectivist cultures.
Consumers are able to opt-out of receiving telemarketing solicitations and mail-order
catalogs.
ABC Interior Designs wants to collect research data through their checkout scanners.
This is an example of mechanical observation.
The market manager structure would probably not be useful when firms offer a variety
of products that serve the needs of a wide range of customers.
An intranet is an external corporate communication network that uses Internet
technology to facilitate interaction among company employees, customers, and
potential customers.
Hershey introduced edible Valentine cards when it launched Hugs & Kisses Friendship
Exchange and packaged one white chocolate and one brown chocolate Kiss with
write-on “To” and “From” areas. This is an example of a market development strategy.
The most basic type of nonprobability sampling is a simple random sample.
Surge pricing occurs when a company raises the price of its product when demand for
the product goes up and lowers the price of its product when demand goes down.
Business analysis for a new product begins with assessing how the new product will fit
the firm’s total product mix.
Railroads are best for carrying coal, iron ore, grain, and lumber over long distances.
Research design falls into the two broad categories of secondary research and primary
research.
When a cashier at the local grocery store purposefully fails to scan all of the items
purchased by her friends and allows her friends to leave the store without paying for all
of their items, the cashier is engaged in sweethearting.
To ensure attainability, marketers increasingly try to state objectives in general terms.
Very little of the online action in e-commerce is in business-to-business marketing.
Cost per impression advertising is typically more expensive than cost per click
advertising.
In a company that operates in ‘silos,” employees in customer service would be likely to
have regular communication with employees in marketing.
Services are currently the fastest growing sector of the American economy.
Market-skimming is a more popular strategy for pricing new products, while
market-penetration is a more popular strategy for pricing products that are more
advanced in the product life cycle.
During the interact step of one-to-one marketing, companies should focus on ways to
improve the cost efficiency and effectiveness of the interaction.
Representativeness is a problem when the researchers cannot be sure the consumer
population they are studying even understands the questions.
A physician might deal with potential problems associated with the ________
characteristic of services by providing physical cues such as her medical diplomas
hanging on the wall of the examining room.
A) intangibility
B) perishability
C) variability
D) inseparability
E) personalization
Rack jobbers are limited-service merchant wholesalers who would most likely handle
which of the following?
A) imported plants
B) precious minerals
C) agricultural products
D) perishable food items
E) magazines
People’s diverse interests and backgrounds divide them into numerous groups with
distinct needs and wants, a condition most accurately described as ________.
A) market aggregation
B) market positioning
C) economic aggregation
D) differentiation
E) market fragmentation
Viral marketing is most closely related to which of the following?
A) buzz building
B) personal selling
C) shilling
D) public relations
E) direct marketing
________ generally cover a shorter time period than other plans, perhaps only one or
two months, and include detailed directions for specific activities to be carried out.
A) Time lines
B) Operational plans
C) Marketing plans
D) Strategic plans
E) Pricing strategies
The supermarket sells boxes of pink diapers and blue diapers. This is an example of
segmenting by ________.
A) gender
B) age
C) ethnicity
D) social class
E) geocoding
A(n) ________ provides most or all of the services needed to mount an advertising
campaign.
A) institutional agency
B) limited-service agency
C) creative services agency
D) in-house agency
E) full-service agency
Which type of distribution means limiting distribution of a product to a single outlet in
a particular region?
A) exclusive
B) intensive
C) selective
D) independent
E) insourced
The first step in the adoption process is ________.
A) product evaluation
B) awareness
C) problem recognition
D) evaluation
E) interest
Capacity management is one of the ways to meet potential problems related to the
________ characteristic of services.
A) intangibility
B) perishability
C) variability
D) inseparability
E) responsiveness
For an exchange to occur, ________.
A) at least two people or organizations must be willing to make a trade, and each must
have something the other wants
B) there must be one winner and one loser
C) someone must make a financial profit
D) the item must be tangible
E) time utility must be created
Marketers often use generational marketing because members of a generation tend to
share the same ________.
A) lifestyle
B) income and social class
C) outlook and priorities
D) psychographics and usage patterns
E) geodemographics
Using which ethical philosophy would a marketer make the decision that provides the
most good or the least harm?
A) utilitarian approach
B) rights approach
C) fairness or justice approach
D) common good approach
E) virtue approach
In which stage of the product life cycle would a firm most likely use price reductions
and reminder advertising to encourage customers to replace worn-out items?
A) growth
B) youth
C) maturity
D) adoption
E) leveling
________ strategies introduce a firm’s current products into new markets.
A) Diversification
B) Market penetration
C) Market development
D) Product development
E) Cash cow
Jell-O ads contain the phrase “Make some magic.” All Ace Hardware store ads contain
the statement “Life is an ongoing project.” The American Dairy Farmers run ads that
say, “Ahh, the power of cheese.” These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions (USPs)
D) slogans
E) slice-of-life appeals
Marketers are primarily striving to generate customer ________ when they use a teaser
advertisement created to give prospective customers just enough information about a
new product to make them curious.
A) confirmation
B) interest
C) evaluation
D) adoption
E) impulse purchasing
According to the BCG growth-market share matrix, ________ are strategic business
units with products that have a small share of a slow-growth market.
A) dogs
B) exclamation points
C) cash cows
D) stars
E) question marks
Any direct interface between customers and a company”whether it is online, in-person,
or over the phone”is called a(n) ________.
A) share of customer
B) customer target
C) touchpoint
D) customization
E) analytic
According to your text, which of the following is probably the most used and most
recognized form of branding?
A) brand name
B) trade character
C) patent
D) logo
E) copyright
What is a company’s internal data? Give two examples of internal data.
________ are put in place to identify deviations in expected performance of marketing
efforts.
A) Predictive analytics
B) Marketing metrics
C) Marketing controls
D) Touchpoints
E) Data warehouses
When using ________, a consumer exerts little effort in making a purchase decision.
A) habitual decision making
B) extended problem solving
C) independent heuristic rating
D) dependent heuristic rating
E) limited problem solving
An independent hardware retail store 100 miles from the nearest city of more than
5,000 people but providing needed supplies for area ranchers would most likely buy its
plumbing and electrical supplies through a ________.
A) truck jobber
B) commission merchant
C) mail-order wholesaler
D) rack jobber
E) merchandise broker
A firm’s ________ is determined by the number of separate items within the same
category.
A) brand equity
B) product mix width
C) product line length
D) product quality
E) brand strategy
________ do not actually produce goods, but they do provide their customers with time,
place, and possession utility by making goods available when and where consumers
want them.
A) Resellers
B) End users
C) Not-for-profit organizations
D) Producers
E) Buying centers
Kyrgyzstan is a small, poor, mountainous country with a predominantly agricultural
economy. Cotton, wool, and meat are the main agricultural products and exports.
Fifty-one percent of the population lives in poverty. Kyrgyzstan is an example of a(n)
________.
A) BRIC country
B) least developed country (LDC)
C) industrializing country
D) developed country
E) G8 country
The producer-retailer-consumer channel is ________.
A) the most efficient channel
B) also referred to as a triple channel
C) the shortest indirect channel
D) the shortest direct channel
E) a rarely used channel form
A(n) ________ is a tool management uses to assess the potential of a firm’s business
portfolio. It helps management decide how to allocate resources among the firm’s
current SBUs.
A) SWOT analysis
B) portfolio analysis
C) value chain
D) operational plan
E) compatibility assessment
After looking at the ads in her Sunday paper, Ruby decided to visit a local nursery and
buy potting soil at $1.99 a bag. The regular price is $4.99 a bag. While Ruby was there
she also purchased three bushes, six flowering plants, and a bird bath. You can infer
from this information that the nursery used the bags of potting soil as a ________.
A) loss leader
B) freemium
C) bait-and-switch
D) price line
E) reference price
________ refers to the total value of all the exports and imports of the world’s nations.
A) Countertrade
B) International marketing
C) Gross national product
D) Gross domestic product
E) World trade
The vehicle jack and other hand tools carried by a truck driver in case of a flat tire are
examples of which type of business product?
A) repair products
B) operating supplies
C) maintenance products
D) light equipment
E) component parts
To determine the break-even point, a firm needs to first do which of the following?
A) determine what percentage of the market it wants
B) determine the point at which supply equals demand
C) calculate the contribution per unit
D) conduct an environmental audit
E) determine total market share
A local appliance store is advertising the sale of a 27-inch color TV for only $199. The
ad states that this price will apply only to TVs that are in stock and no rain checks will
be given. Fifteen minutes after the store opens on the day of the sale of the TV, a
customer is told by a sales clerk that all of the TVs selling for $199 have been sold.
However, the sales clerk is very happy to show the customer a similar TV for only
$399. What pricing strategy is the store implementing and why?
How can marketers use elements of the marketing mix to improve product quality?
Briefly explain how the value chain is related to competitive advantage.
Why is it important for marketers to understand the idea of ethical relativism?
Explain why the price and perhaps the quality of an emergency product may not be an
issue at the time of purchase.
Explain the limitations for marketers offering e-commerce shopping.
What types of products are exclusively distributed?
Why might a company address the issue of noise, as defined in the communication
model, by purchasing a block of pages in a magazine to advertise its brand?
Can a consumer of a product be a stakeholder in the company that markets the product?
Briefly explain your answer.
How do product development strategies create growth? Give an example of how a
company could use a product development strategy.
Briefly describe the four qualities SBU objectives should have. Why are these qualities
important?
Explain the potential problems associated with the brand management system.
Explain the concept of positioning and the steps marketers take to develop and
implement a positioning strategy.
Explain the concept of price bundling. Why would a retailer implement this pricing
strategy? Give one example of this strategy being implemented.
In what type of purchase would one person most likely assume all or most buying
center roles?
Pfizer pharmaceutical representatives call on physicians to influence them to prescribe
the latest Pfizer medications over competing products. However, no sale is made until
doctors call prescriptions into pharmacies that then place orders through their drug
wholesalers. What type of sales position do these Pfizer pharmaceutical representatives
hold, and what are their job responsibilities?
Explain how marketers are held accountable for the results of their work, including a
discussion of scorecards and ROI.