Book Title
A Preface to Marketing Management 14th Edition

MGMT 747

October 29, 2015
While shopping for grocery, Marissa is unsure about which brand of ready-to-serve
pumpkin pies to purchase for the Thanksgiving dinner she has planned. To make the
final decision, she calls her mother and buys the brand that she recommends. In this
scenario, which of the following determinants has influenced Marissa's purchasing
decision with regard to the pumpkin pies?
A. Primary reference group
B. Subculture influence
C. Secondary reference group
D. Family life cycle
Which of the following is a potential benefit of forming a strategic alliance?
A. It primarily helps both firms in accomplishing their short-term operational goals.
B. It will lead to one of the organizations in the alliance gaining a competitive
advantage over the other.
C. It will lead to market expansion and greater penetration of current markets.
D. It typically reduces the market risk of introducing a new product.
The vertical market for a product is deep when:
A. the existing customer base is more likely to switch to substitutes.
B. a large percentage of producers in the market use the product.
C. the product is purchased by all types of firms in many different industries.
D. the product appeals to different social classes of consumers.
Which of the following is a strong criticism against service firms?
A. Overutilization of all elements of the marketing mix
B. Overdependence on advertising
C. Limited use of horizontal integration techniques
D. Inaccessibility of services during off-peak seasons
The cooperative environment includes:
A. all firms and individuals who have a vested interest in accomplishing the firm's
B. primarily other firms in the industry that rival the organization for both resources
and sales.
C. the attitudes and reactions of the general public, social, and business critics.
D. the marketing department's past, present, and future situations.
A trucking company that uses the slogan "Our people are our driving force," is
recognizing the importance of its personnel in providing quality customer service and is
A. benchmarking.
B. assurance.
C. customer satisfaction measurement.
D. internal marketing.
According to VALSâ„¢, _____ are the type of consumers who have few resources, are
more concerned with safety and security, and do not show a very strong primary
A. Achievers
B. Strivers
C. Makers
D. Survivors
Which of the following refers to monetary compensation provided for each unit of sales
and expressed as a percentage of sales?
A. Bonus
B. Commission
C. Salary
D. Increment
Market development strategies involve:
A. increasing the sale of existing products to present customers.
B. finding new customers for its present products.
C. directing new products to present customers.
D. leading an organization into entirely new and unrelated businesses.
Two major marketing challenges that professionals in client relationships face are:
A. fear or hostility and dissatisfied customers.
B. unfamiliar territory and lack of funds.
C. price discrimination and promotional pricing.
D. deceptive pricing and high demand.
GreenFizz, a popular beverage manufacturer, licenses wholesalers in various markets to
buy its syrup concentrate. These wholesalers are then allowed to process it further by
carbonating and packaging GreenFizz's products to sell to retailers in their local
markets. In this case, GreenFizz is participating in a(n) _____ vertical marketing
A. selective
B. administered
C. corporate
D. contractual
Markup pricing:
A. is commonly used in retailing.
B. is commonly used by manufacturers.
C. is most often used to describe the pricing of jobs that are nonroutine and difficult to
"cost" in advance.
D. is a psychological pricing strategy.
The things that an organization does so well that they give it an advantage over similar
organizations represent that organization's _____.
A. competitive parity
B. distinctive competencies
C. external opportunities
D. vendor analysis variables
Early-bird offers and weekend discounts that are used to redistribute demand are typical
examples of _____.
A. upscale pricing
B. off-peak pricing
C. every-day-low pricing
D. odd pricing
_____ is the step of the marketing management process that involves analyzing the
position of the marketing division of the firm in terms of its past, present, and future
A. Situation analysis
B. Vendor analysis
C. Post-hoc segmentation analysis
D. New product analysis