_________ have become extremely popular as two-income households often lack the
time for an in-store retail experience.
A.Malls
B.Flea markets
C.Grocery stores
D.Sidewalk retailers
E.Catalog retailers
Two-income households often lack the time for an in-store retail experience and
appreciate the convenience of shopping when they choose from home. Catalog retailing
is extremely popular among such consumers.
_____________ fluctuate with volume.
A.Fixed costs
B.Variable costs
C.Total costs
D.Both A & B
E.Both B & C
Variable costs vary with volume. Fixed costs are incurred over time, regardless of
volume. Total costs are simply a sum of the fixed and variable costs.
Jane, marketing manager at Oh, Baby!, a professional preschool center, thinks the firm
should start an after school program to retain its current clients when children get old
enough to go to school. Most likely, this would be classified as __________ in Ansoff’s
Product-Market Matrix.
A.Market diversification
B.Marketing strategy development
C.Market penetration
D.Product development
E.Market development
As per Ansoff’s Product-Market Matrix, product development means introducing new
products to existing customer base.
The owner of Joe’s Pool Hall found some secondary data online that measured
consumer reactions to certain amenities in Bars and Nightclubs. However, Joe is
concerned about how the data was collected and whom it was collected from. This
represents the _________ concerns associated with secondary data.
A.Validity
B.Cost
C.Speed
D.Fit
E.Age
Without a clear understanding of the methodology used to collect and interpret the
secondary data, one should be a little skeptical about its validity. Joe’s concerns are
directly related to the validity of the data.
Brands and their messages have to catch people’s attention because they are not paying
attention; they are scanning. This illustrates Fred Wiersema’s new market reality of
____________________.
A.Competitors proliferate
B.All secrets are open secrets
C.Innovation is universal
D.Information depreciates
E.Customers have less time than ever
Brands and their messages have to catch people’s attention in a nanosecond because
that’s all the time they will give. They are not paying attention; they are scanning.
________________ refers to sourcing materials and knowledge inputs from external
suppliers to the point at which production begins.
A.Outbound logistics
B.Inbound logistics
C.Reverse logistics
D.Disintermediation
E.Third-party logistics
Inbound logistics refers to getting the material and knowledge inputs to the point where
it would be used in the production.
Text, photos, charts, and graphics are all part of Web _____________.
A.Content
B.Community
C.Customization
D.Connection
E.Context
Text, photos, charts, and graphics are all part of Web content.
___________ is NOT one of the five primary activities in the value chain.
A.Inbound logistics
B.Operations
C.Human resource management
D.Outbound logistics
E.Marketing and sales
Human resource management is a support activity in the value chain.
Strategic marketing refers to __________________.
A.An understanding of the organizations internal opportunities and threats and external
strengths and weaknesses
B.Working with competitors, when appropriate, and with suppliers
C.A long-term, firm-level commitment to investing in marketing for the purpose of
enhancing organizational performance
D.Making a non-wavering commitment on which customers to serve
E.The study of promotion, distribution, delivery, and production
Strategic marketing means a long-term, firm-level commitment to investing in
marketing-supported at the highest organization level-for the purpose of enhancing
organizational performance.
When a company is confused about market segments, it sometimes picks a one-market
strategy. This segmentation approach is called ________.
A.Concentrated target marketing
B.Undifferentiated target marketing
C.Differentiated target marketing
D.Customized target marketing
E.One-to-one marketing
The broadest possible approach to target marketing is undifferentiated target marketing
-which is essentially a one-market strategy, sometimes referred to as an unsegmented
mass market.
State Farm Insurance offers products through a network of 16,000 independent agents.
Assume that the company wants to launch a marketing campaign directed at college
students. Which marketing tactic would you recommend?
A.TV advertising during the evening news
B.Sponsoring National Public Radio during morning drive time
C.Setting up a MySpace contest to win gas money
D.Sponsorship of a Rolling Stones concert tour
E.Direct mail
GenY consumers tend to be much more receptive to electronic commerce as a primary
mode of receiving marketing communication and ultimately purchasing.
Goals and objectives should be set _____________.
A.At the beginning of marketing planning
B.At the end of the situation analysis
C.After marketing strategies are fixed
D.After completion of all market research, situation analysis, and competitor analysis
E.None of the above
Goals and objectives indicate what the marketing manager intends to accomplish with
the marketing plan and it should be set after management has in hand as much
information as possible.
Companies that promote sustainability practices like Starbucks, that has a stringent
recycling program, or General Electric, that makes compact fluorescent light bulbs
(CFLs), are practicing ______________.
A.Green marketing
B.Public relations
C.Publicity
D.Shotgun marketing
E.One-to-one marketing
Green marketing refers to the concept of environmentally friendly marketing.
Gatekeepers are important to the buying process because they _________.
A.Initiate the buying process
B.Have position power in the organization
C.Control access to key participants in the buying center
D.Control access to the building site of the buying center
E.Make the final purchase decision
Access to information and relevant individuals in the buying center is controlled by
gatekeepers. For example, purchasing departments act as gatekeepers by limiting
possible vendors to those approved by the company.
As a result of customers wanting access to the company (information, customer service)
immediately, whatever their location, customer service has revolutionized service
delivery by __________________.
A.Improving telephone support
B.Pushing more information through mobile communications
C.Creating effective, customer-oriented Web sites
D.A & B
E.A, B & C
Better technology, growing sophistication of customers, and fierce competition have
raised the stakes in relating to customers. Customer service has revolutionized service
delivery by various means like effective Web sites, telephone support and through
mobile communications.
Newspapers are effective as a medium of advertising because
__________________________________.
A.They are a highly credible media
B.They appeal to a younger audience
C.They have a very personal message
D.They appeal to multiple senses
E.They provide a high contrast ratio
Newspapers are a highly credible medium, which is an advantage when it is used as an
advertising medium.
__________________ is the application of marketing concepts and strategies inside an
organization.
A.Direct marketing
B.Personal selling
C.Internal marketing
D.Integrated marketing communications
E.Publicity
Internal marketing is the application of marketing concepts and strategies inside an
organization.
Bedtime Mattress Company is sales-driven. The company has high levels of employee
turnover, frequent sales, and is short-term oriented. What do you believe management
should know about Big M Marketing and little m marketing?
Describe why targeting Gen Y and Millennials are a more challenging target audience
for marketers than older people.
What are the primary differences and uses of price, trade and quantity discounts?
A cross-functional team at Electronic Toys has been assembled to work on the product
definition for a concept that has passed through the screening process. What three
objectives should the team focus on?
What promotion mix elements should be the focus of a push strategy?
Identify marketing stakeholders.
What are the characteristics of mass marketing? How does it differ from most
marketing today?
Margot understands how inbound and outbound logistics affect her jewelry company.
She is having a problem linking reverse logistics to her company. Explain reverse
logistics to Margot.
What research technique does a firm in starting to determine its positioning strategy
often use?