Which of the following is most likely a true statement about diversity in the United
States?
A) Most ethnic groups are shedding their ethnic culture and shifting toward a unified
American culture.
B) Asian Americans constitute the largest ethnic group in the United States.
C) Ethnic and cultural differences exist since different ethnic groups remain isolated
from one another.
D) Various ethnic groups mix together but also retain their cultural differences.
E) The nation’s ethnic populations are set to decrease in coming decades.
Answer:
Briefly compare the three different types of research approaches used for gathering
primary data.
Answer:
Apple encourages customers to form local Apple user groups. This is an example of a
________.
A) business partnership program
B) joint venture
C) club marketing program
D) consumer-generated marketing program
E) strategic alliance
Answer:
Sample size and location have little impact on costs for ________.
A) focus group interviews
B) personal interviews
C) mail surveys
D) Internet-based surveys
E) telephone surveys
Answer:
Which of the following demonstrates the real value of a company’s marketing research
and information system?
A) the amount of data it generates
B) the variety of contact methods it uses
C) the tools it uses to gather information
D) the quality of customer insights it provides
E) the type of sampling plan it follows
Answer:
Howard Schultz, the founder of Starbucks, positioned his bistros as “a third place”
between work and home where patrons could share and enjoy a cup of coffee with
friends. This illustrates ________.
A) an actual product
B) a core customer value
C) simple bundling
D) an augmented product
E) complex bundling
Answer:
Computer World sells laptops separately from accessory products like docking stations,
anti-virus software, and external hard drives. This is referred to as ________ pricing.
A) product bundle
B) optional-product
C) market-penetration
D) by-product
E) product line
Answer:
Harry Potts is a salesperson for a national pet food company. He meets Karen Sharp, a
buyer for a large, specialty pet retailer, and speaks to her at length about the product
categories and brands of pet food the retailer currently carries as well as future needs.
At which step of the selling process is Harry Potts in the above scenario?
A) approach
B) preapproach
C) qualifying
D) prospecting
E) closing
Answer:
________ is the total combined customer lifetime values of all the company’s current
and potential customers.
A) Share of customer
B) Value proposition
C) Customer equity
D) Market share
E) Customer-perceived value
Answer:
Metro Museum has different admission prices for students, adults, and seniors. All three
groups are entitled to the same services. This form of pricing is called ________
pricing.
A) time-based
B) location-based
C) customer-segment
D) by-product
E) product form
Answer:
The first generation Apple iPod was introduced in 2001 and sold for $500. The
following year a mini version was introduced for $250. Apple initially used a ________
strategy to price their digital music innovation.
A) market-skimming
B) target costing
C) deceptive
D) market-penetration
E) predatory
Answer:
Which of the following is true of a territorial sales-force structure?
A) It clearly defines each salesperson’s job and establishes accountability.
B) It benefits firms with many technological products requiring technically skilled
salespeople.
C) It is used by firms that organize their sales forces along customer or industry lines.
D) It requires salespeople to sell a wide variety of products over a broad geographic
area.
E) It differentiates the sales force solely on the basis of product expertise.
Answer:
A ________ is purposeful, specifying what an organization wants to accomplish in the
larger environment.
A) marketing strategy
B) marketing objective
C) strategic plan
D) mission statement
E) market portfolio
Answer:
The difference between direct and indirect exporting is that indirect exporting involves
________.
A) higher risks
B) self-handling of exports
C) greater returns
D) more product alterations
E) less investment
Answer:
Power centers are characterized by the ________.
A) lack of an anchor store
B) sale of exclusive brands only
C) provision of individual entrances to each store
D) provision for nonretail activities, such as playgrounds
E) absence of any pricing strategies for differentiation
Answer:
Which of the following statements is true of a product sales-force structure?
A) A product sales-force structure is characterized by specialization along product lines.
B) A product sales-force structure is used when a company has only one product line.
C) A product sales-force structure requires every salesperson to be an expert in all the
product categories of the company.
D) A product sales-force structure organizes the sales force along customer or industry
lines.
E) A product sales-force structure uses a single sales force across different product
lines.
Answer:
________ are off-price retailers that operate in huge facilities offering few frills but
ultra-low prices and surprise deals on selected branded merchandise.
A) Warehouse clubs
B) Department stores
C) Convenience stores
D) Specialty stores
E) Superstores
Answer:
Companies like 3M, Google, and Sony have ________ that encourage employees to
develop new ideas.
A) trade magazines
B) marketing research firms
C) government agencies
D) competitor’s ads
E) intrapreneurial programs
Answer:
Recyclable or biodegradable packaging, recycled materials and components, and better
pollution controls are ways that marketers have responded to the ________.
A) increased need to comply with environmental regulations
B) pollution reduction movement
C) new recycling laws
D) new government intervention program
E) environmental sustainability movement
Answer:
Which of the following types of differentiation is used to gain competitive advantage
through the way a firm designs its distribution coverage, expertise, and performance?
A) services differentiation
B) channel differentiation
C) people differentiation
D) product differentiation
E) price differentiation
Answer:
Product mix depth refers to the ________.
A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line
Answer:
Which of the following is an international division organized based on different
merchandise categories?
A) global organization
B) world product group
C) geographical organization
D) export department
E) international subsidiary
Answer:
GE employs different sales forces within different product and service divisions of its
major businesses. For example, within GE Infrastructure, the company has separate
sales forces for aviation, energy, transportation, and water processing products and
technologies. GE has most likely adopted a ________ sales-force structure.
A) market
B) product
C) customer
D) territorial
E) complex
Answer:
________ marketing is perhaps the fastest-growing marketing platform.
A) Online
B) Social media
C) Mobile
D) Web site
E) Blog
Answer:
Which of the following is an example of a local public?
A) a community organization that addresses welfare issues in its neighborhood
B) a supplier responsible for sourcing most of the raw materials used in production
C) a company director who is working to improve the organization’s public image
D) a bank that helps a company acquire loans
E) a federal regulatory agency that monitors business practices
Answer:
________ refers to the activities involved in selling products or services directly to final
consumers for their personal, nonbusiness use.
A) Sole sourcing
B) Retailing
C) Manufacturing
D) Procurement
E) Warehousing
Answer:
Pricing a product based on consumers’ reference prices is referred to as ________
pricing.
A) geographical
B) psychological
C) allowance
D) by-product
E) captive-product
Answer:
Denta Clean’s decision to add a whitening toothpaste to its current line of toothpastes is
an example of product line ________.
A) stretching
B) widening
C) strengthening
D) mixing
E) filling
Answer:
Wayne Wholesaling fulfills many channel functions for its customers. The company
mainly focuses on helping retailers to train their salespeople, improve store layouts, and
set up inventory control systems. Based on this description, which channel function is
provided by Wayne Wholesaling?
A) buying and assortment building
B) selling and promoting
C) risk bearing services
D) market information services
E) management services and advice
Answer:
Suppliers and resellers can update their accounts, arrange purchases, and check orders
against inventories through ________.
A) a company’s extranet
B) a company’s intranet
C) marketing intelligence
D) electronic mail
E) search engines
Answer:
Which type of channel arrangement is a retailer like Home Depot likely to follow?
A) administered vertical marketing system
B) horizontal marketing system
C) contractual vertical marketing system
D) corporate vertical marketing system
E) direct marketing system
Answer:
Which of the following is an example of a convenience product?
A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator
Answer:
In a SWOT analysis, which of the following would most likely be considered a strength
of a company?
A) a favorable economic climate that encourages consumption
B) the exit of a competitor from the market
C) higher prices of the company’s products resulting from inflation
D) an increase in consumer interest in the company’s products
E) an improvement in the company’s production technology
Answer:
Which of the following is true of perceptual positioning maps?
A) They are used by marketers to divide a market into smaller groups with distinct
characteristics.
B) They are used by marketers to identify supplier and retailer perceptions of a product.
C) They are used to analyze consumer perceptions of a brand relative to competing
products.
D) They are used to divide buyers into groups based on their perceived income and age.
E) They are used to plot the geographic segments that a company needs to target.
Answer:
Clenzo is a company that provides house cleaning services in major urban and suburban
areas. Marketers at Clenzo developed a short, humorous video promoting the company’s
services and hope that customers who see the video will be so entertained that they will
pass the video on to their friends and colleagues. The marketers at Clenzo are using
techniques to facilitate ________.
A) direct-mail marketing
B) viral marketing
C) catalog marketing
D) contextual advertising
E) display advertising
Answer: