Marketers would be most likely to use a focus group in which stage of new product
development?
A) idea generation
B) problem recognition
C) business analysis
D) positioning strategy
E) product adoption
In a(n) ________, all of the buyers know the highest price bid at any point in time.
A) reverse auction
B) dynamic auction
C) open auction
D) reserve auction
E) price-lining auction
When Tom wanted to buy a new gas grill, he searched for grills on the Internet. He was
able to gather information on grills and learn what features were available. Tom used
the Internet during the ________ stage of his purchase decision.
A) product choice
B) evaluation of alternatives
C) problem recognition
D) problem screening
E) information search
When a company charges the same rate to ship a product anywhere in the United States,
it is using which form of pricing?
A) freight absorption
B) F.O.B. factory
C) F.O.B. origin
D) uniform delivered
E) basing-point
You want to collect information to evaluate your sales force in New England. Which of
the following would you be LEAST likely to consider in doing so?
A) call reports
B) expense reports
C) customer satisfaction surveys
D) customer turnover rates
E) partner relationship management data (PRM)
Which of the following refers to store personnel tailoring the level of service they give
based on a customer’s perceived ability to pay?
A) sweethearting
B) experiential shopping
C) retail borrowing
D) off-price retailing
E) customer profiling
Which of the following is an input measure of a salesperson’s success?
A) volume of sales
B) number of orders
C) number of sales calls
D) customer satisfaction
E) level of repeat business
Which of the following is a segmentation technique that combines geography with
demographics?
A) geocoding
B) geodemography
C) geodiversity
D) geotargeting
E) psychographics
Which of the following is a disadvantage of the brand management system?
A) a tendency to avoid price differentiation
B) too much focus on the supplementary and complementary roles of all product lines
C) a tendency to overemphasize short-term gains in sales
D) an interdependent structure that can undermine personal responsibility
E) too much focus on establishing brand equity
How is the price elasticity of demand calculated?
A) averaging previous demand levels with new demand levels
B) dividing percentage change in quantity demanded by percentage change in price
C) dividing the new quantity demanded by the percentage change in price times 100
D) multiplying the percentage change in quantity demanded by the percentage change
in price
E) dividing the percentage change in price by the percentage change in quantity
demanded
Which of the following costs is most likely associated with the commercialization stage
of new product development?
A) implementing trade promotion plans for channel members
B) paying groups of target consumers for product feedback
C) determining the product’s planned price, distribution, and marketing budget
D) developing a prototype of the product
E) identifying target markets
Briefly explain what the U.S. Food and Drug Administration (FDA) requires on food
labels and why.
Which of the following refers to everyday people participating in marketing by sharing
their opinions with their friends, neighbors, and acquaintances?
A) personal selling
B) buzz
C) indirect marketing
D) stealth marketing
E) shilling
The ________ method of promotional budgeting is based on determining the level of
spending necessary to accomplish specific promotion goals.
A) percentage-of-sales
B) competitive-parity
C) top-down
D) pull-push
E) objective-task
The two main types of samples used by researchers are ________.
A) reliable and nonreliable
B) probability and nonprobability
C) valid and invalid
D) static and dynamic
E) longitudinal and latitudinal
________ utility is the benefit marketing provides by transforming raw materials into
finished products, as when a dress manufacturer combines silk, thread, and a zipper to
create a bridesmaid’s gown.
A) Form
B) Place
C) Time
D) Possession
E) Price
________ in the form of logos, stationery, brochures, signs, business forms, business
cards, buildings, uniforms, and company trucks can be used to help a company create
an identity that the public immediately recognizes.
A) Direct marketing
B) Social marketing
C) Public service activities
D) Corporate identity materials
E) Sponsorships
A questionnaire that asks respondents whether they ‘strongly agree,” ‘somewhat agree,”
‘somewhat disagree,” or ‘strongly disagree” is most likely a(n) ________.
A) unstructured questionnaire
B) online questionnaire
C) mail questionnaire
D) moderately structured questionnaire
E) completely structured questionnaire
________ occurs whenever a consumer sees a significant difference between his current
state of affairs and some desired or ideal state.
A) Perceived risk
B) Problem recognition
C) Problem solving
D) Learning
E) Lifestyle change
Political candidates often hire image consultants who tell them what clothes to wear,
how to wear their hair, and how to act in front of a crowd of people. Political candidates
who use image consultants to help them market themselves to the voters are using
which of the following strategies?
A) brand extension
B) market development
C) diversification
D) product improvement
E) pure selling
Intensive distribution seeks many outlets in a market, while selective distribution seeks
only one outlet in a given market area.
Which of the following is the last step in the hierarchy of effects?
A) create demand
B) create desire
C) encourage purchase
D) build loyalty
E) establish a relationship
A ________ is the ultimate user of a good or service.
A) stakeholder
B) market
C) target market
D) marketer
E) consumer
Which of the following is a true statement about the four Ps of the marketing mix?
A) A decision about one of the Ps affects every other marketing-mix decision.
B) Price is always the most important of the four Ps.
C) Place is typically the least important of the four Ps.
D) The four Ps have little effect on a product’s market position.
E) The four Ps are used to determine a product’s target market.
A focus on serving internal customers is part of ________.
A) total quality management (TQM)
B) Six Sigma
C) ISO 9000
D) ISO 14000
E) ISO 22000
Marketers classify innovations based on their ________.
A) degree of newness
B) cost to manufacture
C) prices
D) degree of tangibility
E) contribution margins
CRM firms focus on increasing their share of ________, not share of market.
A) profit
B) audience
C) segment
D) usage
E) customers
When McDonald’s failed to realize that Applebee’s and Chili’s were providing products
that met consumers’ needs for a quick, tasty, and convenient meal, McDonald’s failed to
consider its ________.
A) marketing mix
B) mass customization
C) direct competition
D) indirect competition
E) competitive advantage
Which of the following do manufacturers typically NOT use as a factor in deciding
which mode of transportation to use for a product?
A) dependability
B) cost
C) accessibility
D) responsiveness
E) traceability
Which of the following is NOT a major data source for a marketing information system
(MIS)?
A) internal company data
B) market intelligence
C) market research
D) acquired databases
E) modeling software
Which method of setting an advertising budget is based on analyzing competitors’
spending?
A) the percentage-of-sales method
B) the top-down method
C) the bottom-up method
D) the objective-task method
E) the competitive-parity method