Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Advertising specialties include displays and demonstrations that take place at the point
of sale.
During the preapproach step of the selling process, the salesperson meets the customer
for the first time.
In the United States, the lines between social classes are not fixed and rigid, but people
can only drop to a lower social class and not move up into a higher one.
A group of firms in an industry following the same or a similar strategy in a given target
market is known as a strategic group.
The benefits of e-procurement include access to new suppliers, lower purchasing costs,
and more time-efficient order processing and delivery.
In evaluating different market segments, a firm should look at three factors: segment
size and growth, segment structural attractiveness, and company objectives and
resources.
A cell phone maker customized its cell phones for the Asian market by raising the ring
volume so that phones could be heard on crowded streets. This is an example of product
invention.
Sustainable marketing calls for meeting the present needs of consumers and businesses
while also preserving or enhancing the ability of future generations to meet their needs.
Reach is a measure of how many times the average person in the target market is
exposed to the message.
The major criticisms of marketing include harming consumers through high prices,
deceptive practices, high-pressure selling, shoddy or unsafe products, planned
obsolescence, and poor service to disadvantaged countries.
If a company faces competition, its demand at different prices will depend on whether
competitors' prices stay constant or change with the company's own prices.
A company launching a new product into the market must first decide where to launch
the product.
A cigarette is an example of a salutary product.
Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy
truck industry. Although Reliable Tools only has 15 customers, the company is the sole
supplier of hub and axle components to those customers. Monthly sales at Reliable
Tools are approximately $1 million. "You might say we have all our eggs in one
basket," says owner Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but
large accounts. Ninety-five percent of Reliable Tools' customers are located in
Michigan, Ohio, and Indiana, which means that travel time to all customers is relatively
short. However, given the nature of the industry, time spent with each customer is
crucial.
In the ________ stage of the selling process, a company first identifies qualified
potential customers.
A) preapproach
B) follow-up
C) prospecting
D) presentation
E) approach
When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company
needed to explain how the product cleans grime from walls without removing paint.
What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising
Which of the following would a marketer LEAST likely do to encourage habitual
buying behavior?
A) dominate shelf space
B) run frequent reminder ads
C) keep shelves fully stocked
D) stress unique features in ads
E) offer lower prices and coupons
Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the
interviewer's bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail
questionnaires.
________ are formed by noting current prices, remembering past prices, or assessing
the buying situation.
A) Product line prices
B) Seasonal prices
C) Reference prices
D) Time-based prices
E) Product bundle prices
________ involves using in-store promotions and advertising to extend brand equity to
"the last mile" and encourage favorable point-of-purchase decisions.
A) Ambush marketing
B) Shopper marketing
C) Bait-and-switch advertising
D) Affinity marketing
E) Narrowcasting
Diana, a senior marketing manager of a pizzeria in North Florida, is currently
researching electronic collections of consumer information within the company network
to arrive at crucial marketing decisions. In this instance, Diana is using ________.
A) ethnographic research
B) internal databases
C) netnographic research
D) data warehouses
E) spatial databases
Florian Fasteners recently introduced a new line of products. In order to promote its
product, it sent samples to the addresses of a few select customers. Which of the
following types of marketing is evident from this example?
A) direct-mail marketing
B) telephone marketing
C) direct-response TV marketing
D) mobile marketing
E) kiosk marketing
Charlie Putnam received an e-mail promoting a new financial services institution that
offers surprisingly low mortgage rates. The e-mail simply asked customers to provide
their address, date of birth, social security number, and current mortgage information in
order to receive a free loan quote. Suspicious of the offer, Charlie researched the
company and discovered that the e-mail was a fraud. This is an example of ________.
A) cyberbullying
B) phishing
C) adware
D) spamdexing
E) viral marketing
Government markets consist of government agencies that buy goods and services
________.
A) to produce public services
B) to resell at a profit
C) for further processing
D) for personal consumption
E) that are generally of poor quality
How does strategic planning benefit companies?
Products and services fall into two broad classes based on the types of consumers that
use them. Name these two broad classes and describe how they are different from each
other.
What are the different ways in which the major cultural values of a society are
expressed?
Under what conditions is a company most likely to use a product sales force structure?
Discuss the major influences on business buyers.
Discuss the steps in analyzing competitors.
Define interactive marketing. Why is it considered an important skill for service
marketers?
How can marketers benefit from developing solutions to environmental problems, such
as pollution and raw material shortages?
What is demography? Why is the demographic environment of major interest to
marketers? Discuss the changing age structure of the U.S. population.
