The interrelated departments within a company that influence marketing decisions form
the ________ environment.
A) cultural
B) economic
C) internal
D) political
E) technological
Companies are doing less ________ and more ________ as a result of the explosive
developments in communication technologies to better target smaller customer
segments.
A) personal selling; CSR activities
B) public relations activities; CSR activities
C) CSR activities; mass marketing
D) broadcasting; narrowcasting
E) viral marketing; word-of-mouth marketing
________ refers to the measurement of brain activity to learn how consumers feel and
respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
Which of the following is true about the product sales force structure?
A) A product sales force structure is most appropriate for a company that manufactures
a small number of simple products.
B) In a product sales force structure, each salesperson is assigned to an exclusive
geographic area and sells the company’s full line of products or services to all
customers in that territory.
C) In a product sales force structure, salespersons specialize in only a particular product
line as the company produces numerous and complex products.
D) In a product sales force structure, a single salesperson can become an expert in all
product categories.
E) In a product sales force structure, specialization is highly discouraged.
Which of the following most likely refers to a person who is charged with sifting
through online customer conversations and passing along key insights to marketing
decision makers?
A) chief creative officer
B) chief communications officer
C) brand manager
D) chief listening officer
E) programmer analyst
For which of the following would a company use an exclusive distribution strategy?
A) luxury cars
B) newspapers
C) chewing gum
D) dairy products
E) soft drinks
A firm dumping chemical wastes in the local waterbody is ________.
A) actively resisting social change
B) contributing to organizational anarchy
C) engaging in a “do well by doing good” mission
D) adopting a proactive stance toward the marketing environment
E) contributing to increased pollution
Critics point out that in the stationery industry, a pen that costs fifty cents to make costs
the consumer $10 to buy. This is an example of ________.
A) deceptive advertising
B) redlining
C) excessive markups
D) high-pressure selling
E) shoddy products
Which of the following product mix pricing strategies did Polaroid use when it set the
general price range of its cameras low and the markup on its film high?
A) product-segmented pricing
B) by-product pricing
C) customer-segmented pricing
D) captive product pricing
E) product bundling pricing
An invitation to go skiing over the weekend forced Donna to look at her current
wardrobe. She realized that she required a warmer coat. Which of the following stages
of the buyer decision process does Donna exemplify?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
Shine Enterprises mass produces an all-purpose floor cleaner which is aimed at the
whole market. This firm uses a(n) ________ marketing strategy.
A) segmented
B) undifferentiated
C) individual
D) niche
E) one-to-one
________ refer to members of the buying organization who will actually use the
purchased product or service.
A) Gatekeepers
B) Deciders
C) Users
D) Influencers
E) Buyers
Amanda Perkins is a senior sales manager in Arlington Steelworks. As the customer
base of her company has grown larger and more demanding over the last few years,
Amanda insists on ________, or using groups of people from various departments such
as, sales, technical support, engineering, and even upper management to service
complex accounts.
A) cross selling
B) e-procurement
C) team selling
D) observational research
E) vendor screening
Which of the following focuses on finding new ways to solve customer problems and
create more customer-satisfying experiences?
A) concept testing process
B) customer value proposition
C) customer-centered new-product development
D) customer lifetime value
E) team-based new-product development
A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) cognition
Marketing mix planning begins with ________.
A) building an offering that brings value to target customers
B) finding a suitable promotion strategy for the product
C) setting a reasonable price for the product
D) selecting the right channel for distribution of the product
E) calculating the total costs involved in manufacturing the product
Which of the following is true of product line pricing?
A) The price steps take cost differences between products in the line into account.
B) The pricing strategy cannot be availed of by companies in developed countries.
C) The price steps do not account for the prices of similar products from competitors.
D) The pricing strategy involves overpricing products so that they appeal to the elite.
E) The customer’s perception of the value of different features is considered irrelevant.