BRIC countries accounted for more than one-third of world economic growth in the
most recent decade.
The majority of consumers listen to and follow the product opinions of their friends and
family members.
A company in the process of targeting customer groups to serve should address tactical
challenges instead of strategic challenges.
A business marketer normally deals with far fewer buyers than a consumer marketer
does.
Dry, a maker of a line of men’s and women’s deodorants, is interested in including only
the most efficient media types in its media plan. Dry is unlikely to include network
television in its media plan.
A monarch, who usually reigns for life and by hereditary right, is the head of a
parliamentary democracy.
Copy testing is a tool for measuring the effectiveness of a completed advertising
campaign that cannot be used as a diagnostic tool in the creative development stage of a
campaign.
Search engine optimization is a marketing tool that can be used to assist in the
positioning of a product during a customer’s online shopping process.
Consumers are likely to unknowingly follow processes when making purchase
decisions.
There are many exceptions to the assumption that consumers in nations close to one
another will have many common behaviors and traits.
Style is a larger concept than design. Design describes the appearance of a product.
The concept of eight basic consumer rights is supported by American law, but not by
international organizations such as the United Nations.
Marketing-mix elements should always be evaluated independently rather than in terms
of how they work together.
As a part of the human resources department of her company, Jenna makes sure that
employees are made aware of and understand changes to the company’s policies. Jenna
is engaged in a type of marketing.
A company that does not respond to changes in the market has, by default, made a
decision about its marketing-mix strategy.
A company that develops green marketing products is displaying a concern for social
responsibility.
In a SWOT analysis, a marketer considers factors that are internal and external to the
company.
A business objective is something a business is attempting to achieve in support of a
tactical strategy.
Always Fresh Produce Company has a route selling to more than 100 groceries,
schools, and restaurants at wholesale prices. Last week, the owners opened up a walk-in
discounted consumer produce outlet. Always is now using a multichannel distribution
system.
Consumerism does not need to be coordinated in any formal manner.
According to the communication model, a coffee cup printed with a company’s name
and logo is an example of a medium.
Order taker and customer service representative are among the key sales roles.
In marketing, an action that is legal is by definition ethical.
A person’s occupation is also known as his or her vocation.
As they were originally designed, the 4 Ps were intended to be both distinct and
independent from the other aspects of a marketing mix.
Full-service retailers, such as Sears and JC Penney, provide more sales assistance
because they carry more convenience products about which customers need
information.
The more impressions a type of media can generate, the greater its reach is.
On average, direct marketing generates a return on investment that is less than that of
nondirect marketing communication tools.
As a media buyer, Gus should expect to make newspaper advertising purchases on the
basis of scatter buys.
A store might use slow-paced music to encourage shoppers to spend more time in the
store and make more purchases.
Unlike facilitators, agents do not take title to products.
In modern marketing, the majority of most companies’ marketing efforts are geared
toward cultivating relationships with loyal customers.
Penetration pricing is the opposite of skimming pricing.
A customer is more likely to have an emotional connection with a brand than with a
product.
Though direct marketing permits high target-market selectivity and can be personalized,
it does not allow easy measurement of results.
Culture’s level of influence on the individual varies from country to country.
Conventional and horizontal channels do not have channel leaders.
Marketers can use information from a break-even analysis to identify at what volume
product sales will become profitable.
Using an undifferentiated marketing strategy, a company will create a distinctive
marketing plan for each segment.
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word on social networks and blogs
about the company’s new products. This is an example of ________.
A. public relations
B. advertising
C. viral marketing
D. sales promotion
E. direct marketing
Which of the following is NOT one of a wholesaler’s typical channel functions?
A. financing
B. simplifying product flows between producers and customers
C. simplifying information flows between producers and customers
D. off-price retailing
E. storing goods
________ describes knowledge that an individual gains through experience.
A. Lifestyle
B. Learning
C. Perception
D. Referencing
E. Belief
Which of the following is the placement of a product or service offering in the minds of
consumer targets?
A. positioning
B. placement
C. segmentation
D. targeting
E. product promotion
Anything that might distort, block, or otherwise prevent a message from being properly
encoded, sent, or comprehended is referred to as ________.
A. noise
B. static
C. feedback
D. response
E. decoding
A disadvantage of personal selling is a high turnover rate. The turnover rate refers to
which of the following?
A. the rate at which prospects are turned into qualified prospects
B. the rate at which qualified prospects are turned into customers
C. the percentage of customers who stop doing business with a company in a given year
D. the percentage of a sales force that leaves a company in a given year
E. the percentage of a sales force that moves into management positions in a given year
A company uses ________ to evaluate and shape long-term public opinion of the
company and ________ to achieve specific marketing objectives by targeting
consumers with product-focused messages.
A. advertising; marketing public relations
B. advertising; corporate public relations
C. corporate public relations; marketing public relations
D. corporate public relations; product placement
E. marketing public relations; advertising
________ is an individual’s financial capacity to buy what she wants.
A) Value
B) Demand
C) Social need
D) Utility
E) Exchange
Which of the following is typically the most fundamental influence on an individual’s
behavior?
A. culture
B. subculture
C. social class
D. purchase environment
E. digital environment
LOHAS stands for ________.
A. licensing of health advertising slogans
B. licensing of hierarchical agenda systems
C. lifestyles of helping and sustaining
D. lifestyles of happiness and society
E. lifestyles of health and sustainability
Which of the following descriptions most accurately characterizes members of
Generation X in comparison to members of Generation Y?
A. They have more established careers.
B. They are more immersed in social media.
C. They are eligible for AARP membership.
D. They control the majority of American financial assets.
E. They are a faster-growing segment of the population.
The strongest brands go beyond attributes or benefit positioning; they are positioned on
________.
A. desirable benefits
B. service attributes
C. status
D. values
E. customer image
Explain how effective implementation of marketing-mix models can improve the
efficiency of marketing funds allocated across different media.
________ is the impact on business performance resulting from executing specific
marketing activities.
A. Return on marketing investment
B. Market assessment
C. Marketing accountability
D. Brand health
E. Brand attribute
For a fee, some companies ________ names or symbols previously created by other
manufacturers, characters from popular movies and books, or works of art, any of
which can provide brand equity.
A. service
B. market
C. extend
D. brand
E. license
Many countries outlaw ________, a practice in which a company prices its products
lower than they are priced at home or lower than the cost to make the product.
A. indirect exporting
B. counterfeiting
C. bribery
D. dumping
E. countertrading
Once the product or service passes the business analysis test, it moves into the
________ stage of new product development.
A. concept development
B. concept testing
C. idea screening
D. marketing strategy
E. commercialization
The ________ was established by the Direct Marketing Association.
A. Do Not Mail List
B. House File
C. PURL
D. CAN-SPAM Act
E. Do Not Call Registry
In the second step of the marketing research process, it is most important to do which of
the following?
A. identify marketing goals
B. identify existing information relevant to the research question
C. determine the research budget
D. formulate the research question
E. ensure the reliability of the research
Any paid form of nonpersonal communication of a marketing message by an identified
sponsor through mass media is called ________.
A. sales promotion
B. advertising
C. publicity
D. personal selling
E. public relations
In general, organizations should identify which marketing activities to measure based
on which of the following?
A. creative influences
B. artistic direction
C. marketing objectives
D. competitors’ activities
E. previously measured activities
Which of the following is an example of a business investment?
A. net revenue
B. operating profit
C. gross rating points
D. marketing budget
E. profit margin
Advertising, direct marketing, personal selling, and public relations are all tools within
the ________ element of the marketing mix.
A. product
B. promotion
C. publicity
D. people
E. process
Marketers would be most likely to use which of the following types of information to
predict market growth?
A. positioning
B. company weaknesses
C. company strengths
D. demographics
E. marketing mix
________ is the acquisition and analysis of information used to identify and define
marketing opportunities that connect consumers to marketers.
A. The marketing information system
B. Competitive intelligence
C. Marketing research
D. Quantitative research
E. Syndicated research
A(n) ________ is created when a customer and business have ongoing interactions
through the sales of a product or service.
A) utility
B) marketing concept
C) customer relationship
D) exchange function
E) facilitating function
Which of the following involves varying products in a product line by price and
quality?
A. vertical brand extension
B. horizontal brand extension
C. vertical line extension
D. horizontal line extension
E. bundling
By using ________, a company deliberately sets a low price with the intention of
driving its competition out of business.
A. price fixing
B. price lining
C. price bundling
D. predatory pricing
E. loss-leader pricing
Kirin works as part of the marketing team at a regional supermarket chain. To analyze
data collected from the stores’ scanner data in reference to marketing events such as the
chain’s radio advertisements and weekly newspaper inserts, Kirin will need to use a
________.
A. media-mix strategy
B. marketing-mix strategy
C. marketing-mix model
D. marketing-mix optimization plan
E. media optimization plan
The outcome of the forecasting process is most essential to which of the following?
A. aligning the marketing mix with the company’s mission
B. predicting competitors’ strategies
C. analyzing customer behaviors
D. identifying target audiences
E. exploring alternative marketing strategies
The practice of CRM requires ________ processes.
A. only internal
B. only external
C. only customer identification
D. only customer analysis
E. both internal and external
Producers benefit from using intermediaries because they ________.
A. offer greater efficiency in making goods available to target markets
B. bring a fresh point of view to strategy development
C. eliminate risk
D. are generally backlogged with orders
E. refuse to store products for longer than a few days
What is the relationship between personal selling and the marketing push strategy?
Consider such brand names as A1 Steak Sauce, 409, A & D Ointment, A & W Root
Beer, and Super 8. Why might such names with alphanumeric characters appear in so
many brand names?
What factors may impact segment attractiveness?
Compare pure competition with an oligopoly market structure.
Identify and describe three major marketing orientations in the last century.
Which type of market coverage choice is best suited for companies with limited
resources? Why?
Explain the difference between media impact and media engagement.
What distinguishes a democracy from a parliamentary democracy?
Briefly describe the steps of the marketing communication process.
What is a possible risk involved with licensing?
How will consumers likely come to perceive an upscale brand that is priced too low or
is frequently on sale?
Briefly explain why relationship marketing is becoming more important in today’s
market.
What are the three essential elements of a powerful brand?
Briefly describe the various types of information about customers that could be found in
the marketing situation section of a marketing plan.
The background for a Benadryl allergy medication ad appearing in the magazine Better
Homes and Gardens shows green grass and lovely flowers. The headline states
“Benadryl is 54 percent more effective than the leading prescription.” At the bottom of
the ad, in small print, is an explanation of how the effectiveness of Benadryl was
determined. The ad also shows a package of Benadryl so consumers can easily
recognize it at the store. Identify the different components of the communication model
for this advertisement.
How does utility affect demand for a product?
What type of company would benefit most from using a geographical sales force
organization?