________ marketing is defined as socially and environmentally responsible marketing
that meets the present needs of consumers and businesses while also preserving or
enhancing the ability of future generations to meet their needs.
A) Customer-driven
B) Mass
C) Sustainable
D) Customer-driving
E) Ambush
According to the five-step model of the marketing process, the first step in marketing is
________.
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
C) building profitable relationships and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
Greyzone, a company that creates customized household furniture, is based in Terrania
and is looking to enter other countries as well. The company identifies the country of
Nyevka as a good option because the entry barriers for new companies are low in
Nyevka. Which statement indicates that Greyzone follows a diversification strategy?
A) Greyzone does not modify its products for the Nyevkan market.
B) Greyzone leaves the Terranian market entirely in order to establish itself in the
Nyevkan market with its current products.
C) Noting that Nyevka lacks well-established suppliers of office equipment, Greyzone
begins to manufacture and supply office equipment.
D) Greyzone manufactures furniture in Terrania and ships it to Nyevka without setting
up outlets in Nyevka.
E) Noting that production costs are lower in Nyevka, Greyzone shifts its production
operations entirely to Nyevka.
Sonic Shack, an audio equipment retailer, signs an agreement with PineWire, a
renowned electronics company, to sell PineWire products. The deal requires Sonic
Shack to provide PineWire products with superior displays, shelf space, and promotion
compared to competing products. Sonic agrees to these terms as PineWire products
command a huge share in the market. Which of the following types of channel
arrangements do PineWire and Sonic Shack most likely have?
A) administered vertical marketing system
B) corporate vertical marketing system
C) indirect marketing system
D) wholesaler franchise system
E) horizontal marketing system
ProFem Inc. caters its line of sports apparel exclusively to women. What type of
segmentation does the company use?
A) age and life-cycle
B) gender
C) behavior
D) psychographic
E) geographic
Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy.
The CEO stresses that the new mission statement should be market-oriented rather than
product-oriented. Which of the following mission statements will best suit the
company?
A) to create the best possible products and sell them at the best possible prices
B) to sell hypoallergenic cosmetics products made only from the finest organic
ingredients
C) to give customers the complexion they dream about by providing products suited to
their needs
D) to become a market leader in every cosmetics product category
E) to increase our market share in the cosmetics segment and increase profit margins
NerdHerd Electronics sells three different sizes of televisions at three different prices.
In this case, the company’s pricing strategy is referred to as ________ pricing.
A) product line
B) optional-product
C) by-product
D) product bundle
E) captive-product
Which generational group is most comfortable using digital technologies?
A) Millennial
B) Zoomer
C) Generation X
D) Generation Z
E) Lost Generation
________ marketing means that a company must define its mission in broad social
terms rather than narrow product terms.
A) Societal
B) Sense-of-mission
C) Consumer-oriented
D) Customer value
E) Innovative
The overall process of dealing with all aspects of acquiring, keeping, and growing
customers is referred to as ________.
A) perceived-value management
B) societal marketing
C) customer relationship management
D) partner relationship management
E) enterprise resource planning
A(n) ________ describes a person’s relatively consistent evaluations, feelings, and
tendencies toward an object or idea.
A) role
B) cue
C) drive
D) attitude
E) motive
________ are sets of interdependent organizations that help make the product or service
of a company available for use by consumers or business users.
A) Research and development channels
B) Upstream channels
C) Marketing channels
D) Raw materials suppliers
E) Backward integration chains
Which of the following needs in Maslow’s hierarchy is generally satisfied last?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs
________ consists of connecting directly with carefully targeted consumers, often on a
one-to-one, interactive basis.
A) Undifferentiated marketing
B) Mass marketing
C) Direct marketing
D) Internal marketing
E) Standardized marketing
Which of the following is a desirable quality for a brand name?
A) The name should be unique and difficult to pronounce to ensure legal protection.
B) The name should be a common word rather than a distinctive one.
C) The name should not suggest anything about the product quality.
D) The name should translate easily into foreign languages.
E) The name should not be extendable.
Fine Corp., a consumer electronics manufacturer, targets a market with many
low-margin customers. Which of the following types of associations would be most
profitable for the firm to develop with these customers?
A) full partnerships
B) basic relationships
C) joint ventures
D) strategic alliances
E) business partnering
Which of the following sources of product information can marketers control
completely?
A) public sources
B) personal sources
C) commercial sources
D) experimental sources
E) experiential sources
Outbound logistics refers to moving ________.
A) unwanted, excess products from resellers to producers
B) raw materials from suppliers to the factory
C) excess materials from the factory to suppliers
D) products from the factory to resellers
E) broken, damaged products from customers to producers
Rasco Corp. segments its foreign markets based on the income levels of a country’s
population. In this case, the firm segments its market based on ________.
A) political factors
B) legal factors
C) personality factors
D) economic factors
E) cultural factors
Minority groups that question a company’s marketing decisions most likely belong to
________ publics.
A) general
B) local
C) citizen-action
D) media
E) financial
________ is a method of entering a foreign market by associating with foreign
companies to produce or market products or services.
A) Joint venturing
B) Indirect exporting
C) Direct investment
D) Importing
E) Direct exporting
Which of the following is true with regard to kiosk marketing?
A) It can be used for selling products, but not services.
B) It cannot be used to order goods that are physically unavailable in a store.
C) It can be used to provide customized product recommendations.
D) It can be used only to generate printed catalogs for small purchases.
E) It can be used to circulate viral videos and infomercials.