A former professional football player invested in a seafood restaurant chain when he
played ball. Now that he is retired from the NFL and has time to devote to his business
interests, he and his partners want to start a chain of organic fast-casual restaurants in
their region of 6 million households. 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
Promotion feeds _______________ through strong persuasive communication.
A. Attention
B. Interest
C. Desire
D. Action
E. Advertise
The brand manager for Kraft Macaroni and Cheese is interested in finding out if
changing the shape of the noodles from the rods to circus characters will lead to
increased sales. The brand manager needs to conduct ________ type of research.
A. Causal
B. Exploratory
C. Descriptive
D. Secondary
E. Taste testing
Major responsibilities of PR include __________.
A. Gaining product publicity and buzz
B. Securing event sponsorship
C. Managing a crisis
D. Both gaining product publicity and buzz and securing event sponsorship
E. Gaining product publicity and buzz , securing event sponsorship, and managing a
crisis
The producers of a successful animated television program for children entered in
agreements with restaurants and toy manufacturers right to use the brand in exchange
for a set fee or percentage of sales. This is an example of _______.
A. Family branding
B. Store branding
C. Stand-alone branding
D. Co-branding
E. Licensing
The best place in a SWOT analysis to identify an increased marketing budget is in
________.
A. External opportunities
B. External threats
C. Internal opportunities
D. Internal strengths
E. Internal weaknesses
Heather runs Cute Cakes, a gourmet cupcake bakery. To set prices for her cupcakes,
Heather looks at the cost of making each cupcake and then adds an additional amount
on top of that to arrive at her price. Heather is demonstrating _____________.
A. Cost-plus pricing
B. Price war
C. Markup on sales price
D. Average-cost pricing
E. Target return pricing
Listerine mouthwash sells for $2 more than Target’s Up & Up brand mouthwash even
though both products contain the same ingredients and are manufactured by the same
company. This is because _____ brands can command a price premium.
A. Licensed
B. Family
C. Store
D. National
E. Stand-alone
_______________ is often part of an overall positioning strategy built on prestige,
scarcity, and premium pricing.
A. Selective distribution
B. Exclusive distribution
C. Widespread distribution
D. Convenience distribution
E. Intensive distribution
Shade Tree Auto Parts Co. wants to enter the Russian market. Russian law prevents
foreign entities from owning a majority position in a company there. The best method
of entry for Shade Tree is _________.
A. Franchise
B. Joint venture
C. Direct sales force
D. Greenfield operations
E. Licensing
When a firm’s objective is to gain as much market share as possible, a likely pricing
strategy is _________________, sometimes also referred to as pricing for maximum
marketing share.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor based pricing
E. Value pricing
______ assimilate(s) the shared artifacts such as values, morals, beliefs, art, law, and
customs into an organized system that enables people to function as members of
society.
A. Norms
B. Ethics
C. Moral code
D. Culture
E. Moral values
An advergame is a video game that _______.
A. Has an advertiser inserted into the game
B. Has sponsors of the game on the cover of the game but not in the game itself
C. Has been specifically designed to promote a brand
D. Has been advertised on television with good results
E. None of these
By combining efforts, ____________ gain advantages through enhanced buying and
distribution power, which allow them to better compete with supermarket chains than if
the stores were buying separately.
A. Franchise organizations
B. Retailer cooperatives
C. Wholesaler cooperatives
D. Channel captains
E. Partner relationship management (PRM) strategies
Analytical factors include all except ____________.
A. The stability of the data series
B. The time horizon
C. The degree of structure imposed on the process
D. The manager’s experience
E. The seasonality of information
Differentiation is a concept that means _______.
A. Consumers like a variety of things
B. Each age segment views products exactly the same
C. Products need to appear to be different from one another to be successful in the
marketplace
D. Communicating and delivering value in different ways to different customer groups
E. All of these
Yahoo allows users to create their own Yahoo experience defining the look and content
of their Yahoo web page. This is an example of the ____________ element of the
customer interface.
A. Customization
B. Context
C. Content
D. Communication
E. Connections
The ____________ method of promotion budgeting takes an investment approach in
that goals are set for the upcoming year and then promotional dollars are budgeted to
support the achievement of those goals.
A. Objective-and-task method
B. Percent-of-sales method
C. Desire and action method
D. Comparative parity method
E. All-you-can-afford method
Customers view new products much differently than companies. Customers care only if
the product is ______.
A. New to their retail store
B. New to them
C. Offered through a new outlet
D. Offered online instead of at a brick-and-mortar store
E. None of these