Which of the following is an adverse effect of using promotional pricing?
A) It makes shopping stressful if used by multiple stores simultaneously.
B) It erodes the value of competing brands in the eyes of customers.
C) It gives pricing secrets away to competitors.
D) It creates “deal-immune” customers if used often.
E) It delays the company’s focus on short-term strategies.
A marketer making decisions about the headline, copy, illustration, and colors for a
print ad is determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
According to Michael Porter, what are three effective competitive positioning
strategies?
A) middle-of-the-roaders, focus, and overall cost leadership
B) focus, differentiation, and middle-of-the-roaders
C) overall cost leadership, differentiation, and middle-of-the-roaders
D) overall cost leadership, differentiation, and focus
E) differentiation, market segmentation, and focus
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
Marbles Inc. has placed vending machines in most of its retail stores in Florida.
Consumers can order a pack of Marbles by just selecting their requirements on the
touch screen. Which term best describes such machines?
A) POP
B) kiosk
C) virtual catalog
D) interactive television
E) automated teller machine
With which of the following strategies would a company give only a limited number of
dealers the right to distribute its products in their territories?
A) exclusive distribution
B) extensive distribution
C) moderate distribution
D) primary distribution
E) intensive distribution
Companies can legitimately charge a higher price if ________.
A) consumers perceive that the company’s product offers greater value
B) the demand for products manufactured by a firm is highly elastic
C) the cost of advertising is minimal
D) derived demand remains constant
E) consumers de-emphasize quality
Essential-Beauty is a rapidly growing firm that manufactures women’s makeup,
perfumes, and nail-care products. The company has established itself as a high-end
cosmetic product brand available at most national drug stores. In the past, almost all of
the advertising for Essential-Beauty has been in women’s fashion magazines.
The firm is now launching a new line of skin care products, ranging from facial
cleansers to body lotion. These products are designed to be marketed to a broader
audience, so the marketing team is exploring the effectiveness of different promotional
mixes.
Before deciding to launch the new line of products, Essential-Beauty conducted
extensive market research to make sure the products were optimally positioned. A
complete marketing plan including mobile advertising, magazine advertising, event
sponsorship, and sales promotions was established long before the products themselves
were ready for market. In this case, Essential-Beauty was using ________.
A) cost leadership
B) entrepreneurial marketing
C) intrepreneurial marketing
D) formulated marketing
E) operational excellence
A downward-sloping experience curve is indicative of ________.
A) the negative customer perception about a company’s products
B) the falling demand for a company’s products
C) the falling unit production cost of a company
D) the low quality of a company’s products
E) slow and inadequate organizational learning
Sparks Inc. has a growing ________ market in the U.S. consisting of individuals and
households that buy Sparks’ products for personal use.
A) consumer
B) government
C) business
D) international
E) financial
While using integrated marketing communications, the communications process should
start with a(n) ________.
A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence
________ are less frequently purchased consumer products and services that customers
compare carefully on suitability, quality, price, and style.
A) Shopping products
B) Convenience products
C) Unsought products
D) Capital items
E) Supplies and repair services
Nonpersonal communication channels include major media, ________, and events.
A) sales calls
B) buzz marketing
C) atmospheres
D) word-of-mouth influence
E) phone calls
Which of the following is true of channel members?
A) They act independent of each other.
B) They play specialized roles in the channel.
C) They are not accountable to other channel members.
D) They play generalized and interchangeable roles in the distribution process.
E) Their competence and cooperation don’t affect the company’s image or profits.
Consumers who mistrust marketing research are more likely to ________.
A) consider marketing research initiatives as genuine endeavors aimed at heightening
customer satisfaction
B) believe that marketers rarely use personal data to manipulate consumer behavior
C) believe that the misuse of research findings is highly unlikely
D) consider marketing research efforts, such as interviewing, intrusions on consumer
privacy
E) feel positive about being personally interviewed by marketers
Under ________, the market consists of many buyers and sellers trading in a uniform
commodity.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) a pure monopoly
E) the dominant firm model
As a consequence of the green movement, many companies are developing strategies
and practices that support ________.
A) government intervention
B) environmental sustainability
C) deregulation
D) mass marketing
E) rapid exploitation of natural resources
Benchmarking has become a powerful tool for increasing a company’s ________.
A) product mix
B) mass appeal
C) employee training services
D) distribution channels
E) competitiveness
A ________ is a layer of intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer.
A) product platform
B) channel level
C) resource bank
D) contact center
E) customer franchise
When are competitors most likely to react to price changes? How can a firm anticipate
the likely reactions of its competitors?
What does a market segment consist of?
How has clutter in television and other advertising media created an increasingly hostile
advertising environment?
Discuss the challenges and advantages of new communication technologies for
marketers as they work to build relationships with their customers.
Discuss the advantages of using the services of an advertising agency.
Why is a company unlikely to set a uniform price all around the world?
When does product line stretching occur?
List three variables that are used in segmenting business markets.
What are the primary requirements for effective market segmentation?