A catalog retailer has identified African-American professionals between the ages of
thirty-five and forty-five as the group of customers within the larger market that is a
potential market for its products. The retailer plans to direct its marketing efforts toward
this group of consumers. The retailer has identified a ________.
A) target market
B) marketing mix
C) product mix
D) mass market
E) market aggregation
Product placements in television programs and movies are examples of ________.
A) advergaming
B) branded entertainment
C) augmented reality
D) advertising exposure
E) pulsing
The market for two-way radios is disappearing. A company with a small share of the
two-way radio market would be considered a ________ in terms of the BCG
growth-market share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
According to ________, men are not supposed to like movies that are described as
“chick flicks,” and women are not supposed to like movies that emphasize violence and
destruction.
A) social classes
B) gender roles
C) subcultures
D) situational influences
E) reference groups
In 2003, Home Depot’s 40 Arizona stores participated with the Arizona Department of
Water Resources and the cities of Phoenix, Mesa, and Scottsdale in a $1.8 million
“Water, Use It Wisely” campaign. This is an example of ________.
A) place marketing
B) social networking
C) people marketing
D) idea marketing
E) societal benefit marketing
What is the first step a marketer should take to estimate a product’s potential sales?
A) determine maximum production levels
B) conduct a survey of buyers’ intentions
C) estimate total demand for the product in the market
D) determine how to expand market share
E) predict the company’s market share
Japanese who give currency as gifts will typically wash the money before making the
presentation. This is a(n) ________ in a nation of people who place high importance on
cleanliness.
A) custom
B) demographic
C) cultural value
D) ethnocentric attitude
E) extortion
The term skunk works is associated with which of the following?
A) total quality management (TQM)
B) Six Sigma
C) product category teams
D) cross-functional teams
E) venture teams
Which of the following best explains why marketers are attracted to the BRIC
countries?
A) These countries have long-established upper classes that form a strong market for
luxury goods.
B) These countries are quickly moving from being least developed to developing
countries.
C) These countries have masses of consumers who are not yet wealthy but are quickly
moving to economic prosperity.
D) These countries offer large markets with no language or cultural barriers.
E) These countries wield the most power in the Group of Eight.
________ is an internal state that drives consumers to satisfy needs.
A) Motivation
B) Interpretation
C) Learning
D) Affect
E) Conditioning
The Food and Drug Administration (FDA) controls all package communications and
labeling in the United States.
Which of the following is the best example of a nondurable good?
A) a dishwasher
B) a book shelf
C) a freezer
D) a newspaper
E) a file cabinet
Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for
its catalogs, its website, and its retail outlets. Delia’s works to make sure its public
relations activities as well as its sales promotions harmonize with its advertising in all
venues. From this information, you can infer that Delia’s is using ________.
A) viral marketing
B) stealth marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
Which of the following best explains the goal of neuromarketing?
A) using subliminal messages to influence consumer decisions
B) collecting data about responses to advertising and products by scanning consumers’
brains
C) observing and tracking consumer behavior on the Internet
D) designing marketing research experiments using the Internet
E) analyzing data from various sources to answer complex “what if” questions
The ________ was developed to eliminate monopolies and to guarantee free
competition.
A) Sherman Antitrust Act
B) Clayton Act
C) Robinson-Patman Act
D) Wheeler-Lea Act
E) Lanham Trademark Act
The J. M. Smuckers Company makes jams, jellies, fruit spreads, and ice cream
toppings. All of these products are sold using the Smuckers brand name. This company
uses a(n) ________ strategy.
A) store brand
B) private-label brand
C) cobranding
D) ingredient branding
E) family brand
Which of the following product offerings is intangible?
A) fish for an aquarium
B) refillable ink cartridges for a computer printer
C) a mink coat
D) a meal at a fast-food restaurant
E) a limousine ride
Pepsi-Cola’s development of Wild Cherry Pepsi, a cherry-flavored soda, is an example
of a ________.
A) dynamically continuous innovation
B) nonradical innovation
C) competitive innovation
D) continuous innovation
E) discontinuous innovation
Which of the following marketing strategies are most similar to one other?
A) customized marketing and differentiated targeting
B) mass customization and micromarketing
C) undifferentiated targeting and concentrated targeting
D) concentrated targeting and customized marketing
E) differentiated targeting and micromarketing
The Internet has created a paradigm shift for businesses, moving us toward an attention
economy in which a company’s success will be measured by its ________.
A) sustainability
B) social responsibility
C) consumer-generated value
D) social network
E) share of mind
Internal PR activities target a company’s ________.
A) current customers
B) prospective customers
C) brand ambassadors
D) investors
E) employees
A ________ is a name, term, symbol, or other unique element of a product that
identifies one firm’s products and sets it apart from the competition.
A) patent
B) brand
C) license
D) position
E) value proposition
Vice presidents of large companies are typically in charge of ________ planning.
A) business
B) strategic
C) operational
D) functional
E) day-to-day
Which of the following is NOT an example of a digital marketing channel?
A) television
B) email
C) social media
D) search engine
E) pay per click advertisements
________ is the knowing component of attitudes. It is the beliefs or knowledge a person
has about a product and its important characteristics.
A) Affect
B) Cognition
C) Behavior
D) Motivation
E) Personality
The General Agreement on Tariffs and Trades (GATT) ________.
A) is composed of 10 developed nations who make trade decisions for all other
countries
B) was created by the United States shortly after World War II
C) is an example of a regional economic community
D) led to the creation of the WTO
E) sets international import quotas
A television commercial for Post Select cereal is an example of which of the following?
A) product advertising
B) institutional advertising
C) sales promotion
D) direct selling
E) retail advertising
Which of the following is the narrowest strategy?
A) undifferentiated targeting
B) customized marketing
C) differentiated targeting
D) concentrated targeting
E) mass marketing
The four Ps are ________.
A) price, product, place, and promotion
B) price, profit, production, and possession
C) product, production, possession, and promotion
D) product, promotion, price, and profit
E) place, production, process, and profit
Which of the following adjectives best describes products that would be classified as
goods?
A) nonperishable
B) convenient
C) disposable
D) tangible
E) heterogeneous
The ________ for Mothers Against Drunk Driving (MADD) is “to stop drunk driving,
support the victims of this violent crime, and prevent underage drinking.”
A) operational plan
B) mission statement
C) portfolio analysis
D) market penetration strategy
E) diversification strategy
Which of the following is NOT a form of one-to-one marketing?
A) social networking
B) direct marketing
C) database marketing
D) trade sales promotion activities
E) personal selling
A(n) ________ is a pronounced modification to an existing product that requires a
modest amount of learning or change in behavior to use it.
A) dynamically continuous innovation
B) augmented product
C) competitive innovation
D) continuous innovation
E) discontinuous innovation
Which of the following should be the first step of developing an advertising campaign?
A) set the budget objectives
B) establish the advertising message
C) understand the target audience
D) draft the creative brief
E) select the execution format
Of the following generations, which has the youngest members?
A) baby boomers
B) echo boomers
C) Generation X
D) Generation Y
E) Generation Z
Why is m-commerce considered an important form of direct marketing?
Identify an important difference between strategic planning and market planning.
Explain the concept of a hybrid marketing system. What might be the advantages of a
company implementing this type of marketing system?
Provide a brief explanation of what marketing is.
The BCG matrix is a useful approach to evaluate current businesses. Describe a tool
that you could use at a firm to decide how to make growth happen.
PaperBackSwap.com needs to conduct a SWOT analysis. Explain the purpose of a
SWOT analysis.
A customer has a piece of paper that states that he will receive five dollars off the
selling price if he purchases a certain brand of teeth whitening strips. What sales
promotion technique is being offered to this customer?
Nintendo introduced the Wii home gaming system to older consumers in retirement
homes for light exercise. Explain the kind of growth strategy Nintendo used.
Companies need to understand the differences in the cultures in which they operate.
Explain the terms cultural values and social norms, giving an example of each.
Briefly describe four main objections to advertising.
Why might a company choose a diversification strategy?
A TV commercial shows an adult, whose face is hidden, speaking of the enjoyment he
gets from having eaten the same breakfast cereal for the past 30 years. This cereal is not
just for kids! What are the marketing communications messages presented in this TV
commercial?
What might a firm measure in order to examine its level of innovation?
Each product will have a life cycle, although its exact shape and length is not known in
advance. Briefly explain each step in the product life cycle.
Explain and compare the concepts of telemarketing and direct selling. Why might a
consumer be more likely to buy Tupperware at a home party than the same product
from a telemarketer?
Why are people reached by direct mail better prospects for a company than those
reached by mass media such as television or magazines?
Explain how the gap between service quality standards and customer expectations can
occur. How can it be avoided?
Companies bringing out a new product can choose between three broad strategies: a
skimming price, penetration pricing, and trial pricing. Distinguish among the three.
What type of strategy should a company use to manage its cash cows?