A sales manager sets an objective for her team to increase the units sold by five percent
for the quarter. This objective is most likely part of a detailed ________ plan that is
created annually, semiannually, or quarterly.
A) strategic
B) functional
C) operational
D) product development
E) human resources
Which of the following is an example of a top-down budgeting technique used to
determine how much a firm will allocate to its promotional activities?
A) the objective-task method
B) the percentage-of-sales method
C) the push-pull method
D) the AIDA method
E) the price lining method
Through the U.S. Generalized System of Preferences (GSP), developing countries may
export goods duty-free to the United States if they ________.
A) demonstrate progress toward protecting the natural environment
B) demonstrate progress toward improving the rights of their workers
C) agree to exempt U.S. imports from local content rules
D) belong to the World Trade Organization (WTO)
E) participate in a reciprocal free trade zone
The three main categories of influences that affect the consumer decision-making
process are ________.
A) physical, emotional, and behavioral
B) internal, situational, and social
C) environmental, familial, and sociocultural
D) sociocultural, behavioral, and external
E) environmental, personal, and sociocultural
The concept of ________ encompasses the beliefs and associations that a consumer has
about a brand.
A) brand meaning
B) brand storytelling
C) brand equity
D) product quality
E) total quality
A regional restaurant chain wants to place ads on a local newspaper’s website. The
marketing team at the restaurant chain knows from experience that about five percent of
the people who see its ads on a newspaper’s website will click on the ad to get more
information or sign up for a promotion. Because the marketing team wants to keep the
price of running the ads low, the restaurant chain will likely opt for ________ pricing.
A) cost per impression
B) cost per customer
C) cost per order
D) cost per click
E) cost per conversion
In terms of the communication model, ________ is a reaction to a message that helps
the source gauge the effectiveness of the message.
A) looping
B) feedback
C) translating
D) encoding
E) decoding
Wholesalers and retailers purchase large quantities of goods from manufacturers but
sell only one or a few at a time to many different customers. This process is called
________.
A) creating assortments
B) breaking bulk
C) third-party logistics
D) order processing
E) inventory control
Which of the following is a discount to the retailer or wholesaler based on the volume
of product ordered?
A) merchandising allowance
B) case allowance
C) forward buying allowance
D) push money
E) incentive program
Management at Growing Green, a company that markets organic and environmentally
friendly gardening and landscaping supplies and equipment, are evaluating the benefits
and disadvantages of indirect exporting, direct exporting, and licensing. In which stage
of the international marketing process is Growing Green?
A) deciding whether to go global
B) deciding which global markets are most attractive
C) deciding which market-entry strategy is best
D) deciding on the marketing mix strategies for foreign markets
E) deciding on the global marketing organization
Azerbaijan imported wheat from Romania in exchange for crude oil and Vietnam
exchanged rice for Philippine fertilizer and coconuts. Both scenarios are examples of
which of the following?
A) convertible trade
B) tariffs
C) quotas
D) protectionism
E) countertrade
There are people who have similar income and education levels and often share tastes
in clothing, decorating styles, and leisure activities. These people also share many
political and religious beliefs as well as ideas regarding valued activities and goals.
These people could all be categorized as being in the same ________.
A) family life cycle
B) social class
C) regional group
D) operant conditioning set
E) microculture
Political consultants market politicians when they “package” candidates who then
compete for “market share” as measured by ________.
A) purchases
B) market fulfillment
C) credence qualities
D) votes
E) social networking
Which of the following products would most consumers classify as a shopping product?
A) a subscription to a the Wall Street Journal
B) a winter coat
C) a box of adhesive bandages
D) a can of soup
E) a pack of gum
Which of the following is true about generic brands?
A) They are more popular today than ever before.
B) They were first developed during the last period of economic prosperity in the
United States.
C) They were designed to appeal to the price-conscious consumer.
D) They attract approximately 25 percent of all dollars spent in U.S. supermarkets.
E) They are manufacturer brands.
Which type of product is a basic or necessary item that is available almost everywhere?
A) emergency product
B) staple product
C) impulse product
D) shopping product
E) unsought product
There is a trend in the United States toward rediscovering the flavor of regional cooking
and the use of locally grown ingredients. People are choosing to spend hours in the
kitchen using only the freshest ingredients to recreate culinary traditions. This change in
________ is one of the reasons the number of farmers markets in the United States has
increased by 70 percent in the last eight years.
A) the family life cycle
B) lifestyles
C) demographics
D) personality
E) social class
In general, a research report will NOT include ________.
A) an executive summary of the report that covers the high points of the total report
B) a description of the research methodology
C) a discussion of the results of the study, including tabulations, cross-tabulations, and
additional statistical analysis
D) a discussion of limitations of the study
E) a situation analysis
Which of the following refers to the extent to which a person devotes mental-processing
activity to a particular stimulus?
A) cognition
B) attention
C) affect
D) interpretation
E) exposure
The euro is the currency used by ________.
A) NAFTA
B) MERCOSUR
C) the EU
D) the WTO
E) GATT
A mission statement is a formal document that describes the organization’s overall
purpose and what it hopes to achieve in terms of its products, resources, and ________.
A) customers
B) profits
C) employees
D) shareholders
E) competitors
________ are statistics that measure aspects of population, such as size, age, and
gender.
A) Demographics
B) Norms
C) Cultural dimensions
D) Standards
E) Mores
Product tampering and spray-painting graffiti on buildings are both examples of
________.
A) demarketing
B) exploitative consumption
C) addictive consumption
D) shrinkage
E) anticonsumption
The triangular red Nabisco logo is an example of a ________.
A) patent
B) brand mark
C) trade character
D) brand meaning
E) cobrand
A sign manufacturer who uses plastic, metal, and neon tubing to create a motel sign has
performed the marketing benefit of creating ________ utility.
A) form
B) place
C) possession
D) time
E) creation
A(n) ________ is an extreme quota that completely prohibits commerce and trade with
a specific country.
A) tariff
B) embargo
C) protectionist quota
D) perfect monopoly
E) expropriation
Which of the following is an example of a bottom-up technique for developing
promotional budgets?
A) the competitive-parity method
B) the objective-task method
C) the percentage-of-sales method
D) the pull-push method
E) the AIDA method
Once a new product or service passes the business analysis phase, it moves into the
________ phase.
A) concept development
B) technical development
C) market testing
D) strategy development
E) product proposal
Marketers use the metric of ________ to understand where web traffic is coming from
and which marketing investments are generating enough interest in users to get them to
follow a link to a product webpage.
A) clickthrough rate
B) conversion rate
C) bounce rate
D) sentiment analysis
E) market share
What type of advertising delivers a message that focuses on a specific good or service?
A) retail advertising
B) product advertising
C) institutional advertising
D) brand placement
E) advocacy advertising
________ refers to the mood or attitude an advertisement conveys.
A) Creative technique
B) Execution format
C) Unique selling proposition
D) Appeal
E) Tonality
An example of a(n) ________ is a five-foot-high cardboard display of Cap’n Crunch
next to Cap’n Crunch cereal boxes.
A) point of purchase (POP) display
B) incentive program
C) promotional product
D) co-op advertisement
E) case allowance
An industrial manufacturer that works with one or a few large clients and develops
products that only these clients will use is most likely to implement a(n) ________
strategy.
A) undifferentiated targeting
B) homogeneous
C) customized marketing
D) bottom-of-the-pyramid
E) differentiated targeting
To enter the European market, Starbucks joined in a cooperative venture with Bon
Appetit Group A.G. in Switzerland. Bon Appetit has the recognized brand name, and
Starbucks has the product and the expertise to run coffeehouses. This is an example of
a(n) ________.
A) direct investment
B) franchise agreement
C) backward invention
D) strategic alliance
E) expropriation agreement
Product adoption is the process by which a consumer or business customer begins to
buy and use a new good, service, or idea.