Advertising involves a personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships.
The percentage-of-sales budget is based on the availability of funds rather than on
opportunities.
Abel is considering whether or not to get an e-reader. He has read online reviews of
three different kinds of readers and has talked with two friends who own e-readers.
Abel is at the awareness stage of the new product adoption process.
A brand personality is the specific mix of human traits that may be attributed to a
particular brand.
Fast Food, Inc. views marketing as the process of finding and retaining profitable
customers by providing them with the food they want. Fast Food, Inc. practices societal
marketing.
Self-service retailers serve customers who are willing to perform their own
locate-compare-select process to save time or money.
Two of the characteristics that are especially important in influencing an innovation’s
rate of adoption are relative advantage and compatibility.
Average cost tends to increase with accumulated production experience.
Marketing channel design calls for analyzing consumer needs, setting channel
objectives, identifying major channel alternatives, and evaluating those alternatives.
The most obvious advantages that Internet-based survey research offers over mail and
personal interviewing approaches are high speed and low costs.
Most companies prefer to compete against strong competitors.
Entrepreneurial marketing exclusively involves developing formal marketing strategies
and adhering to them closely.
If used infrequently, price promotions create “deal-prone” customers who wait until
brands go on sale before buying them.
During proposal solicitation, the buying center often will draw up a list of desired
supplier attributes and their relative importance.
Megaretailers have shifted the balance of power between retailers and producers, giving
retailers more power.
The innovation management system approach yields two favorable outcomes: it helps
create an innovation-oriented company culture, and it ________.
A) clearly assigns responsibility for the process to a single department
B) yields a larger number of new product ideas
C) guarantees successful products
D) frees up senior management time
E) requires less budget support
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster,
Pennsylvania from locally grown wood, is an example of a ________.
A) convenience product
B) capital item
C) specialty product
D) service
E) product attribute
________ retailers in the United States are growing faster than product retailers.
A) Discount
B) Merchant
C) Service
D) Specialty
E) Off-price
In societal marketing, the ideal goal for companies is to turn all of their products into
________ ones.
A) salutary
B) desirable
C) pleasing
D) durable
E) serviceable
________ are online journals where people post their thoughts, usually on a narrowly
defined topic.
A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories
The main block of text in a print ad is referred to as the ________.
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement
________ segmentation assumes that nations close to one another will have many
common traits and behaviors.
A) Geographic
B) Occasion
C) Psychographic
D) Benefit
E) Demographic
Companies that take a proactive stance toward the marketing environment are most
likely to ________.
A) develop strategies to change the environment in their favor
B) passively accept the marketing environment
C) resist organizational change
D) discourage innovation
E) consider technological advances more disruptive than beneficial
Most companies are started by individuals who live by their wits. They visualize an
opportunity, take risks, and knock on every door to gain attention. Which of the
following stages in marketing strategy is being illustrated here?
A) exponential marketing
B) formulated marketing
C) entrepreneurial marketing
D) affinity marketing
E) ambush marketing
An American cola-manufacturing company that primarily targets rebellious and
adventurous people most likely uses ________ segmentation.
A) occasion
B) geographic
C) income
D) benefit
E) psychographic
The break-even volume is the point at which ________.
A) the total revenue and total cost curves intersect
B) demand equals supply
C) the production of one more unit will not lead to increase in demand
D) the company can pay off all its long-term debt
E) a firm exceeds the sales forecast
Renee’s, a company selling winter clothing in Chicago, ran a preseason promotion on
some of its fur jackets, offering cash refunds if the snowfall in the customer’s market
area turned out to be below average. This exemplifies ________.
A) puffery
B) satisficing
C) prospecting
D) a price pack
E) a rebate
Installations consist of ________.
A) highly priced luxury goods such as Rolex watches
B) portable office equipment such as computers
C) major purchases such as elevators
D) portable factory equipment such as hand tools
E) products such as insurance
Marketers should understand that people’s core beliefs and values tend to be ________.
A) fixed
B) highly flexible
C) similar around the world
D) constantly and rapidly changing
E) easily influenced by secondary beliefs
Which of the following is LEAST likely a characteristic of business-to-business
e-procurement?
A) greater access to new suppliers
B) lower purchasing costs
C) quick order processing and delivery
D) an increase in the derived demand
E) less paperwork
Which of the following stages of the new product development process occurs
immediately after the completion of the business analysis for the product or service?
A) idea screening
B) product development
C) product activation
D) marketing strategy development
E) product design
Describe the factors that might draw a company into the international arena.
What type of pricing is being used when a company temporarily prices its product
below the list price or even below cost to create buying excitement and urgency?
A) segmented pricing
B) international pricing
C) reference pricing
D) promotional pricing
E) basing-point pricing
In the case of ________ exporting, sellers handle their own exports.
A) direct
B) licensed
C) indirect
D) countervailing
E) multilateral
The United States and Norway are examples of ________ economies.
A) subsistence
B) industrializing
C) emerging
D) industrial
E) raw material exporting
In CRM, ________ techniques are used to sort through data and locate useful findings
about customers.
A) data warehousing
B) data mining
C) niche marketing
D) data conservancy
E) mass marketing
Which of the following is true of optional-product pricing?
A) It involves capitalizing on low value by-products.
B) It involves pricing products that can be added to the base product.
C) It is used to price a company’s main product.
D) It involves setting geographically-specific prices.
E) It is used to price products that must be used with the company’s main product.
At its most basic form, a marketing channel consists of the producer and the ________.
A) retailer
B) sales agent
C) competitor
D) processor
E) consumer
________, a form of observational research, involves sending observers to watch and
interact with consumers in their natural environments.
A) Group interviewing
B) Ethnographic research
C) Survey research
D) Experimental research
E) Causal research
________ occurs when a company lengthens its product line beyond its current range.
A) Product line filling
B) Product line stretching
C) Co-branding
D) Niche marketing
E) Market diversification
How can marketers reach the Generation Zers effectively?
Compare and contrast the purpose and content of a branded community Web site to that
of a marketing Web site.
Define brand personality.
What happens in a modified rebuy?
Briefly describe the history of legal concerns about packaging and labels.