The major product line decision involves product ________, the number of items in the
product line.
A) features
B) line depth
C) line conformance
D) line length
E) packaging
Answer:
What sets the ceiling for product prices?
A) product manufacturing costs
B) sellers’ perceptions of the product’s value
C) customer perceptions of the product’s value
D) variable costs
E) break-even volume
Answer:
Which of the following is an example of audiovisual material used by PR
professionals?
A) blogs
B) logos
C) vision statements
D) brochures
E) online videos
Answer:
Which of the following product mix pricing strategies did Polaroid use when it set the
general price range of its cameras low and the markup on its film high?
A) product-segmented pricing
B) by-product pricing
C) customer-segmented pricing
D) captive product pricing
E) product bundling pricing
Answer:
Brand ________ is the differential effect that knowing the brand name has on customer
response to the product and its marketing.
A) differentiation
B) knowledge
C) equity
D) personality
E) relevance
Answer:
Product mix ________ refers to the total number of items a company carries within its
product lines.
A) length
B) depth
C) height
D) width
E) consistency
Answer:
Encouraging customers to switch brands is most likely the objective of ________
advertising.
A) informative
B) reminder
C) covert
D) persuasive
E) institutional
Answer:
Geller Insurance calls qualified prospects to sell insurance. Which of the following
forms of marketing is evident from this example?
A) catalog marketing
B) kiosk marketing
C) direct-response television marketing
D) telemarketing
E) direct-mail marketing
Answer:
Snappy Cameras is launching a new advertising campaign to demonstrate the high
quality of its digital cameras. Which media option would give the audience the most
control over exposure to the ads and interactive capabilities?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
Answer:
Which of the following terms best represents the communication channel that a
company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
Answer:
Modern strategic planning ________.
A) exclusively consists of a company’s short-term goals
B) is decentralized
C) does not involve cross-functional teams
D) does not take the overall mission of the company into consideration
E) is highly centralized
Answer:
Product planners need to consider products and services on three levels. Each level adds
more customer value. The most basic level is the ________, which addresses the
question, “What is the buyer really buying?”
A) an actual product
B) an augmented product
C) core customer value
D) co-branding
E) exchange value
Answer:
A manufacturer that offers cash or gifts to dealers for encouraging the purchase of its
products is using ________.
A) coupons
B) push money
C) promotional products
D) premiums
E) bonuses
Answer:
The aim of ________ is to make an advertisement so useful or entertaining that people
want to watch it.
A) branded entertainment
B) advertainment
C) viral marketing
D) buzz marketing
E) word-of-mouth advertising
Answer:
Xerox Corporation’s Equipment Remanufacture and Parts Reuse Program converts
end-of-life office equipment into new products and parts. This not only helps sustain the
environment, but it is also highly profitable for the company. This practice is an
example of a ________.
A) pollution prevention practice
B) green marketing practice
C) beyond greening practice
D) cradle-to-cradle practice
E) new environmental technology
Answer:
Which of the following refers to a probability sample in which the population is divided
into mutually exclusive groups (such as blocks), and the researcher draws a sample of
the groups to interview?
A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample
Answer:
Why is markup pricing most likely popular?
A) Sellers are more certain about demand than about costs.
B) Markup pricing tends to maximize market competition.
C) Markup pricing affords buyers greater bargaining power.
D) Sellers do not need to make frequent adjustments as demand changes.
E) Markup pricing is designed to set prices to break even on the costs of making and
marketing a product.
Answer:
A quantity discount is a price reduction for buyers who ________.
A) buy merchandise out of season
B) buy merchandise in bulk
C) pay their bills on time
D) buy discontinued products
E) return old items while buying new ones
Answer:
Tomorrow’s leading companies will succeed by seeking out unoccupied positions in
uncontested market spaces. Such strategic moves, termed ________, create powerful
leaps in value for both the firm and its buyers, creating new demand for new products.
A) customer lifetime value
B) customer equity
C) value innovation
D) market segmentation
E) customer intimacy
Answer:
Motorzone offers replacement parts for old Volkswagen Beetles. The company
calculates shipping charges based on shipping parts from Boston, even though some
parts actually ship from St. Louis. Motorzone most likely practices ________ pricing.
A) FOB-origin
B) basing-point
C) zone
D) uniform-delivered
E) freight-absorption
Answer:
The selling concept is typically practiced ________.
A) to balance consumers’ wants, company’s requirements, and the society’s long-run
interests
B) with products that offer the most in terms of quality, performance, and innovative
features
C) when the company focuses on building long-term customer relationships
D) with goods that buyers normally do not think of buying
E) by customer-driven companies
Answer:
Once the prototype of Wainwright Industries’ new riding lawnmower, made especially
for women, passes product tests, the next step is ________.
A) test marketing
B) focus group surveys
C) commercialization
D) concept testing
E) business analysis
Answer:
When a seller requires its dealers to abstain from handling competitors’ products, it is
called ________.
A) subjective distribution
B) exclusive dealing
C) selective distribution
D) exclusive pricing
E) disintermediation
Answer:
The six stages consumers normally pass through on their way to making a purchase are
known as the ________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
Answer:
A good design begins with ________.
A) brainstorming new product ideas
B) making prototypes of the planned product
C) identifying the most suitable and aesthetic packaging
D) brainstorming technical product specifications
E) observing and understanding customers and shaping their product-use experience
Answer:
Which of the following is a potential downside to using patriotic themes in marketing
programs?
A) Consumers rarely respond to patriotic marketing messages in a favorable manner.
B) A consumer’s societal orientation has no visible impact on product consumption.
C) Patriotism could be viewed as an attempt to cash in on the nation’s emotions.
D) Patriotic Americans may have less disposable income than reformers.
E) Mass marketing has limited appeal among patriotic Millennials.
Answer:
Which of the following refers to a set of benefits that a company promises to deliver to
customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation
Answer:
________ consists of short-term incentives to encourage the purchase of a product or
service.
A) Value selling
B) Conditional sale
C) Advertising
D) Sales promotion
E) Benchmarking
Answer:
Which of the following statements is true of the approaches to marketing strategy?
A) Intrepreneurial marketing applies to companies that sometimes lose their marketing
creativity and passion that they had at the start.
B) As small companies achieve success, they inevitably move away from
more-formulated marketing.
C) Within a company, a single strategy exclusively applies to all different businesses
and products.
D) Formulated marketing seldom involves developing formal marketing strategies and
adhering to them closely.
E) Formulated marketing encourages more marketing initiative and “intrepreneurship”
at the local level.
Answer:
Daizy’s is a shop that carries only plus-size clothing. According to this information,
Daizy’s differentiates itself from its competitors based on ________.
A) service mix
B) pricing
C) product assortment
D) store atmosphere
E) distribution strategy
Answer:
After successfully overcoming a potential customer’s objection to buying the vacuum
cleaner he was selling, Terrence, a salesperson, asked the customer for an order.
Terrence is in the ________ stage of the selling process.
A) follow-up
B) approach
C) preapproach
D) closing
E) prospecting
Answer:
A long-standing charge against intermediaries is that they mark up prices beyond the
________.
A) value of their services
B) delivery charges
C) going market price
D) promotion cost
E) resale value
Answer:
Which of the following statements characterizes the introduction stage of the PLC?
A) There are increased marketing outlays.
B) Profits are nonexistent.
C) The company incurs minimal expenses.
D) The product achieves acceptance by most potential buyers.
E) Promotional expenditures are zero.
Answer:
Consumers today receive commercial messages from a broad range of sources.
However, consumers ________ the way marketers do.
A) don’t distinguish between message sources
B) never pay attention to sales promotions
C) don’t care about buzz marketing
D) are not able to block out messages
E) block out all media messages
Answer:
Freight-absorption pricing is used for ________.
A) penetrating international markets
B) generating customer buzz about new products
C) holding on to increasingly competitive markets
D) generating quick profits to offset input costs
E) maintaining quality service records
Answer: