In the BCG matrix, question marks are in a sector with little potential for growth.
In most cases, two or more communication tools are used to reach a target audience.
A luxury marketer must balance the need to develop a product image of quality and
prestige and the need to appeal to as broad a group of consumers as possible.
Gerald is answering questions about his age, level of education, and ethnicity on a
questionnaire. These are all warm-up questions.
On Monday, Brittany decided that she wanted to place an advertisement announcing a
sale at her jewelry store this upcoming weekend. A local newspaper would be a logical
place for Brittany to place her advertisement.
A strong brand will create an emotional connection between the business and
consumers.
Companies that have been more successful at implementing marketing accountability
practices have relied on top-down direction from management rather than
cross-disciplinary teams.
The number of salespeople in the United States is expected to continue to increase in
the next five years.
After conducting formal marketing research for your department, you make an oral
presentation with notes to management. You are following the normal order of steps in
the marketing research process.
Liz owns and operates a small business making special occasion candies and
chocolates. She sells the candies and chocolates through a Web site and contracts with
UPS to deliver her products. Liz’s business is an example of a direct marketing channel.
Storefront pricing is also known as offline pricing.
Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. Heinz
also owns Heinz 57 Sauce, which can be used as a grilling sauce. This is an example of
multibranding.
The measurement and controls section of the marketing plan typically considers
financial, but not non-financial, factors.
Under the marketing concept, marketing and selling are synonymous.
Cannibalization is the loss of sales that is often a side effect of bundling.
Identify three areas of marketing that are of particular interest to legislators, and explain
why these areas are of particular interest.
Companies that use the Internet for direct marketing are required by law to post their
privacy policies on their Web sites.
Responses to a customer satisfaction survey question about suggestions for improving
customer service would not be included in a CRM system.
The Do Not Call Registry and the Do Not Mail List were both established by the
federal government.
The number of products available to potential buyers has decreased in recent decades.
Holiday Inn has divided the total customer market into smaller segments and selected
the most promising segments. Deciding what position it wants to occupy in these
segments is called targeting.
A global firm can gain marketing, production, and financial advantages that are not
available to purely domestic competitors.
Cookies are small files containing certain personal information sent from a Web server
to a consumer’s computer to be accessed the next time a consumer visits a particular
Web site.
A company can increase the perceived value of its product by increasing the perceived
benefits, increasing the perceived costs, or a combination of the two.
Promotional pricing is a form of deceptive pricing that is illegal in many states.
When a company introduces a new product to an existing product line, it is using the
strategy of a line extension.
Positive word-of-mouth advertising from a company’s delighted customers is more
effective than an advertising campaign developed by a company.
A company that uses a pull strategy is more likely to use personal selling than a
company that markets a similar product using a push strategy.
Children exert little influence on family buying decisions, particularly in areas such as
clothing and software.
Unsought products are products that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort.
Marketers can expect people who are at the same life stage to process stimuli in the
same ways.
Using the more common form of brand valuation, the brand and the product are
considered separately.
In a monopolistic competition market structure, individual firms have almost no pricing
power.
One aim of marketing planning is to connect a business to the environment in which it
functions.
Cannibalization is the unauthorized copying of products, packaging, or other
intellectual property of a registered brand.
Any change in the status of a competitor will affect the power a business is able to exert
in its market and industry.
A change of business objectives should not lead to a reevaluation of the company’s
marketing-mix strategy.
Marketing communications are used both before and after a consumer has purchased a
product.
Whenever any competitor in a market raises or lowers its price, the value of every other
product in that specific market is affected.
Through customer ________, a company has the means to find groups of customers
who share similar characteristics.
A. interaction
B. customization
C. differentiation
D. perception
E. retention
Using a(n) ________ close, a salesperson would ask a prospect how much she would
like to order.
A. trial
B. standing-room-only
C. alternative
D. assumptive
E. follow-up
________ occurs when two or more established brand names collaborate on the
marketing of one specific product.
A. A brand extension
B. Brand equity
C. Co-branding
D. A line extension
E. Cannibalization
Brand ________ is the set of associations that consumers hold in memory regarding a
brand’s features, benefits, users, and perceived quality as a result of prior brand
marketing activities.
A. equity
B. attitude
C. valuation
D. knowledge
E. positioning
Macy’s department stores carry a wide range of product lines, including clothing,
jewelry, kitchenware, and home furnishings. Macy’s typically charges a relatively high
markup, but also holds frequent sales, in particular offering discounts to customers who
use a Macy’s credit card. These are examples of Macy’s adjusting the ________ element
of the 4 Cs of the marketing mix.
A. customer value
B. cost
C. convenience
D. channel
E. credit
In a marketing plan, the ________ section includes an assessment of customers,
competitors, the product portfolio, and distribution channels.
A. measurement and controls
B. company description, purpose, and goals
C. forecasting
D. marketing situation
E. marketing strategy
Timberland employees get 40 hours paid leave each year to pursue volunteer projects.
The company runs a service day that hosts projects in 25 countries, and it supports a
nonprofit that brings young people into public service for a year. CEO Jeffrey Swartz
sees such service as a powerful differentiator for Timberland with its current and
potential customers. Timberland could be most accurately described as practicing
________.
A. consumerism
B. environmentalism
C. green marketing
D. sustainability
E. corporate social responsibility
Television ads, public relations, and promotional events are all examples of ________.
A. marketing controls
B. marketing expenses
C. marketing forecasts
D. distribution strategies
E. market trends
ABC Company has decided to use online questionnaires to collect data. This method
has all the following advantages EXCEPT which one?
A. low cost per respondent
B. provides quantitative data
C. high response rates
D. no interviewer to bias respondents’ answers
E. can collect large amounts of information
CPM stands for ________.
A. cost per thousand
B. cost per million
C. consumer promoted media
D. cost per media
E. competitively priced media
Thirty years ago, ________ dominated the media landscape.
A. radio and cable television
B. network television and print
C. outdoor media and interactive media
D. radio and mobile media
E. interactive media and television
Your marketing department is attempting to improve strategic decision making, track
competitors’ actions, and provide early warning of opportunities and threats. To achieve
this goal, which of the following would be the best for your department to use?
A. internal databases
B. external databases only
C. company reports only
D. marketing intelligence
E. the Internet
Which of the following 4 Ps was NOT one of the 12 categories of marketing variables
in the 1950s concept of a marketing mix?
A. price
B. package
C. promotion
D. place
E. planning
A marketing communications objective to ________ has the goal of influencing the
consumer to take the next step toward buying.
A. help the consumer recognize a need
B. build awareness and interest
C. reinforce the buying decision
D. remind about a brand
E. stimulate action
Businesses use the marketing concept when they focus on ________.
A) limiting the environmental impact of the company’s products
B) growing profit margins
C) fulfilling the expectations of their customers
D) efficiently distributing products to retailers
E) creating promotional programs that will increase sales volumes
Saturn is “a different kind of company, different kind of a car”; the Hummer is “like
nothing else.” These statements indicate a firm’s ________.
A. product portfolio
B. target market
C. positioning
D. strategy
E. niche
________ involves the sale of products and services from one business to another.
A. Distributive marketing
B. Consumer marketing
C. Customer marketing
D. Business-to-business
E. Demand marketing
________ is a cognitive impression of incoming stimuli that influences an individual’s
behavior.
A. Personality
B. Perception
C. Attitude
D. Learning
E. Belief
Rack jobbers are limited-service merchant wholesalers who would most likely handle
which of the following?
A. imported plants
B. precious minerals
C. agricultural products
D. perishable food items
E. magazines
Which of the following is one of the three main categories of marketing functions?
A) innovation
B) internal communication
C) exchange
D) publicity
E) sales
An increasing number of retailers have created their own ________, almost completely
replacing non-branded products.
A. approach products
B. private label brands
C. avoidance products
D. service goods
E. specialty products
Which of the following is one of the four major components of the marketing planning
process?
A. allocating resources and monitoring
B. creating a business vision
C. creating a business mission
D. finalizing a business plan
E. completing a portfolio analysis
Coca-Cola markets globally by making ________ with bottlers around the world for a
fee or royalty and then supplying them with the syrups needed to produce Coca-Cola
products.
A. contract manufacturing agreements
B. joint manufacturing agreements
C. licensing agreements
D. joint ownerships agreements
E. direct investments
________ occurs when ads from outside a test market enter the test market area and
have the potential to confuse a marketer’s reach and frequency calculations, while
________ occurs when ads meant for the test market touch people in nearby non-test
markets.
A. Spill-out; spill-in
B. Spill-in; spill-out
C. Auditing; modeling
D. Modeling; auditing
E. Ad trafficking; media optimization
________ is the coordination of all activities related to the transportation or delivery of
products and services that occur within the boundaries of a single business or
organization.
A. Third-party logistics
B. Logistics
C. Channel management
D. Supply chain management
E. Transportation management
An independent hardware retail store is 100 miles from the nearest city of more than
5,000 people and provides needed supplies for area ranchers. This hardware store would
most likely buy its plumbing and electrical supplies through a ________.
A. truck jobber
B. commission merchant
C. mail-order wholesaler
D. rack jobber
E. merchandise broker
Which of the following is an example of a multichannel distribution system?
A. Walmart locating to several countries
B. JC Penney’s catalog and retail store sales
C. Avon’s door-to-door distribution
D. Starbuck’s location inside of book stores
E. a hotel providing guest privileges at a health spa across the street
After salesperson Danny O’Reilly has made a sale, he asks his customer if she knows of
anyone else who might also be interested in buying his products. In doing so, he is
________.
A. prospecting
B. closing the sale
C. overcoming objections
D. preapproaching
E. completing follow-up
Advertisements for Dodge automobiles include the slogan “Dodge. Grab life by the
horns.” This slogan most strongly appeals to which of the following basic American
cultural beliefs?
A. You can take control of yourself and your environment.
B. Change equals progress.
C. Time is money.
D. There is strength in diversity.
E. People have a responsibility to give back.
In the traditional model of the marketing communication process, the marketer is the
________ and the consumer is the ________.
A. receiver; sender
B. receiver; sender and receiver
C. sender; receiver
D. sender and receiver; receiver
Of the following, which purchase funnel stage is the narrowest?
A. shopping
B. familiarity
C. intention
D. loyalty
E. purchase
Last week, Andrew, who works for a beverage distributor, made his first sale at a new
restaurant. Today, Andrew plans to stop by the restaurant to make sure that the order has
arrived and that the staff is ready to sell the new products. Andrew is in the ________
step of the personal selling process.
A. approach
B. overcome objections
C. preapproach
D. close the sale
E. follow-up
Briefly compare and contrast the concepts of needs, wants, and demand, giving an
example of each. Discuss how these concepts relate to marketing practices.
What is business portfolio analysis? Discuss how a company might use the Boston
Consulting Group’s growth-market matrix.
Describe four different types of trade sales promotion techniques and discuss how they
might be used.
How are a business mission and business vision different?
How might a company try to influence its macroenvironment?
Briefly compare the two different types of research.
How does the AIDA model explain why a company’s communications mix typically use
multiple communications elements?
Explain the distinction between outsourcing and offshoring.
Describe four common marketing communication objectives.
Briefly describe the steps that make up the selling process.
What kind of information might a marketer include in a marketing plan to convey an
understanding of who the company’s customers are and what their specific needs are?
Briefly explain how a buyer makes a purchase decision.
List three variables not applicable to the consumer market that may be used to segment
business markets.
Describe four factors that can influence a company’s ability to build a strong brand.
Identify two aspects of advertising that a marketer can control and two aspects of
advertising that a marketer cannot control.