Which of the following buying situations occurs when some element, such as price or
delivery schedules, has changed in a client-supplier relationship?
A.A straight rebuy
B.An old rebuy
C.A modified rebuy
D.A new buying situation
Which of the following represents a sociocultural trend?
A.Fitness and nutrition patterns
B.Immigration increase
C.Economic recession
D. Growing middle class
Which of the following will be the primary objective of a firm, in a declining market,
which has a sustainable competitive advantage in target segments but limited overall
resources?
A. To increase share of the declining market with an eye to future profits and encourage
weaker competitors to exit
B. To maintain share in short term as market declines, even if margins must be
sacrificed
C. To maximize short-term cash flow and maintain or increase margins even at the
expense of a slow decline in market share
D. To focus on strengthening position in one or a few relatively substantial segments
with potential for future profits
Which of the following ways of collecting information best illustrates a marketing
database?
A.”Cookies” or electronic signatures placed at a customer’s personal computer
B.Detailed sales and inventory about the fastest-selling items in a particular store
C.Companies’ annual and financial reports and government documents
D.Customer information captured from salespersons
Brand positioning refers to both the place a brand occupies in customers’ minds relative
to the competition, and:
A.the profit that positioning can generate.
B.the characteristics built into the product.
C.the marketer’s decision making intended to create that position.
D.the competitive advantage that a position conveys.
Which of the following is true of overregulation?
A.It protects inefficiencies.
B.It does not promote trade barriers.
C.It avoids inflationary pressures.
D.It allows easy entry for new competitors.
In which of the following steps of evaluating potential target markets is the
market-attractiveness/competitive-position matrix plotted?
A. Choosing segments to target and allocating resources
B. Projecting future position for each segment
C. Rating segments on each factor
D. Assigning numerical weights to the factors
In which of the following stages of the customer experience process do firms obtain
data from social networking sites and instant messaging?
A.Product return or disposal
B.Customer insight
C.Transaction
D.Customer support and service
A rise in the production of hybrid gas-electric vehicles, high-efficiency LED bulbs,
phosphate-free detergents, and recycled paper indicates the impact of which of the
following macroenvironmental forces?
A.The natural environment
B.The sociocultural environment
C.The regulatory environment
D.The demographic environment
The primary focus of marketing strategy is to:
A.manage and coordinate the organization’s scope and resource deployments across
divisions.
B.allocate and coordinate resources and activities to accomplish the firm’s objectives
within a specific product-market.
C.decide about which competitive advantage best matches the needs and wants of the
customers in the target segment.
D.develop and maintain distinctive competencies at the corporate level.
Which of the following is true of firms with a first-mover advantage?
A.The first-mover advantage is the best technique for building a great company.
B.First movers always need to use a skimming strategy to be successful.
C.All first movers capitalize on their potential advantages.
D.First movers must continue to innovate to maintain their differential advantage.
Identify the limitation of a product positioning analysis.
A.It does not tell the marketer which positions are most appealing to customers.
B.It does not include a tool to identify gaps where an opportunity for developing a new
product exists.
C.It does not include a tool indicating how products within a category compare in terms
of the level of as many attributes as are relevant.
D.It does not indicate how alternative products are positioned relative to one another in
customers’ minds.
A defender strategy is most usefulfor:
A.business units with a profitable share of one or more major segments in a relatively
mature and stable industry.
B.unstable, rapidly changing environments resulting from new technology, shifting
customer needs, or both.
C.industry structures that are still evolving with one or more competitors holding large
shares in major segments.
D.business units with strong research and development, product engineering, and
marketing capabilities.
Which of the following is a feature of a production-oriented organization?
A.It bases its pricing on perceived benefits provided by the product to its customer.
B.It uses promotional tactics that emphasize on product benefits and ability to solve
customers’ problems.
C.It centers its research on identifying new opportunities and applying new technology
to satisfy customer needs.
D.Its primary focus when offering a product is on the product’s functional performance
and cost.
In which of the following stages of the product life cycle do sales increase at a
progressively faster rate as more people learn about the product and it becomes readily
available?
A.Growth stage
B.Introductory stage
C.Competitive turbulence stage
D.Decline stage
Sony was the pioneer and early share leader in the videocassette recorder industry with
its Betamax technology. But Matsushita’s longer-playing and lower-priced VHS format
equipment proved much more popular with consumers, and dethroned Sony as industry
leader. This example underlines that:
A.firms cannot always rely on their competencies to maintain share leadership in a
market.
B.the number of firms competing for a share of the market will decrease if there are few
barriers to entry.
C.market fragmentation will occur if potential customers have homogeneous functional
needs.
D.pioneers in new product-markets always manage to leverage their competitive
advantages as the market grows.
_____ is an example of a mathematically-driven approach to forecast sales.
A. Observation
B. Conjoint analysis
C. Judgment
D. Focus group
Marketing services have been made easy by advertisements on the web or via e-mail,
social networks, and online stores. Which macroenvironmental trend does this signify?
A. Natural environment
B. Economic environment
C. Technological environment
D. Regulatory environment