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Glee and The Wall Street Journal are both examples of ________-specific media within
each general media type.
A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia
Answer:
Which of the following is true about business purchases?
A) Business purchases involve more professional purchasing effort than consumer
purchases.
B) Business purchases involve fewer participants in decision-making compared to
consumer purchases.
C) Purchasing agents are absent in business purchases.
D) Business purchases involve less technical and economic considerations compared to
consumer purchases.
E) Business purchases are usually quicker and more informal than are consumer
purchases.
Answer:
Some companies obtain the rights to use the names or symbols previously created by
other manufacturers for a fee. This process is known as ________.
A) multibranding
B) positioning
C) segmenting
D) co-branding
E) licensing
Answer:
Failure to enter the current price into a retailer's system may result in charges of
________.
A) predatory pricing
B) scanner fraud
C) retail maintenance pricing
D) discriminatory pricing
E) price fixing
Answer:
Before calling on a prospect, the salesperson should learn as much as possible about the
organization and its buyers. This step is known as ________.
A) preapproach
B) closing
C) approach
D) presentation
E) prospecting
Answer:
The ________ environment consists of laws, government agencies, and pressure groups
that influence or limit various organizations and individuals in a given society.
A) socio-legal
B) cultural
C) political
D) technological
E) economic
Answer:
Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois.
At Zenith, Ralph's primary responsibility revolves around digging deeply into customer
data to gain valuable insights about customer needs, motives, and attitudes. This data is,
in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's
position at Zenith requires him to focus primarily on ________.
A) customer sales
B) human resource management
C) risk assessment
D) financial analysis
E) customer relationship management
Answer:
A ________ contains between 15 and 50 retail stores, including a department or variety
store, a supermarket, specialty stores, professional offices, and sometimes a bank.
A) community shopping center
B) neighborhood shopping center
C) strip mall
D) regional shopping center
E) power center
Answer:
Which of the following terms refers to a 30-minute television advertising program that
markets a single product?
A) social media
B) digital catalog
C) telemarketing
D) blog
E) infomercial
Answer:
In the 1950s, Americans made a massive exit ________.
A) from the South to the Northeast
B) from the West to the Midwest
C) to foreign countries
D) from the cities to the suburbs
E) from the coastal towns to the cities
Answer:
Plasticine Palace supplies its products exclusively to Arts & Crafts, a chain of stationery
stores across the country. The chain then makes the plasticine available to end
consumers. This is an example of ________.
A) a direct marketing channel
B) intensive distribution
C) an indirect marketing channel
D) disintermediation
E) extensive distribution
Answer:
Solutions selling ________.
A) is often a key business marketing strategy for winning and holding accounts
B) refers to a business buying situation in which the buyer purchases a product or
service for the first time
C) refers to a business buying situation in which the buyer wants to modify product
specifications, prices, terms, or suppliers
D) is equivalent to cold calling
E) refers to a business buying situation in which the buyer routinely reorders something
without any modifications
Answer:
The long-run average cost (LRAC) curve indicates the ________.
A) per unit cost of output in the long run
B) projected total production costs of competitors
C) variable costs incurred by a firm over time
D) fixed costs incurred by a firm over the long term
E) number of units the market will buy in a given time period, at different prices that
might be charged
Answer:
In a(n) ________, the vast majority of people engages in simple agriculture and
consumes most of their output.
A) raw material economy
B) subsistence economy
C) industrializing economy
D) emerging economy
E) industrial economy
Answer:
Apple used an album by the band U2 to promote the Apple Watch announcement.
Which of the following message execution styles is illustrated in this example?
A) personality symbol
B) musical
C) fantasy
D) lifestyle
E) slice of life
Answer:
Refer to the scenario below to answer the following question(s).
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus
had been on office cleaning for large corporations. But in recent months, Jason has seen
a decline in demand for his office cleaning services. Surprisingly, the competitive
environment appeared relatively stable with no new competitors. However, Jason knew
that office cleaning was a high-frequency service that is usually performed daily;
therefore, competitors must have been doing something to attract his customers.
Building a competitive advantage seemed to be the only option to offset competition.
But as Jason pondered over his dilemma, he realized that prior to building his
competitive advantage he needed to better understand how customers assessed service
quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors,
primarily through pamphlets and Web sites, as well as through a few phone calls in
order to find out exactly what the competitors offered in their cleaning packages. In
addition, Jason obtained from the Chamber of Commerce an updated list of local
corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
In this scenario, which of the following is an example of primary data?
A) list of corporations obtained from the Chamber of Commerce
B) information obtained from competitors' pamphlets
C) data obtained from the surveys conducted in the 75 companies
D) information obtained from the Internet about current market trends
E) data obtained from competitors' Web sites
Answer:
At Comfort Homes, a manufacturer of furniture and home accessories, the global
operating units report directly to the chief executive instead of a head of an
international division. The company recruits management from many countries and
buys components and supplies where they cost the least. Comfort Homes is most
accurately classified as a(n) ________.
A) direct exporter
B) geographical organization
C) international subsidiary
D) global organization
E) world product group
Answer:
________ becomes more important as competition increases. With this type of
advertising, a company's objective is to build selective demand.
A) Institutional advertising
B) Informative advertising
C) Reminder advertising
D) Not-for-profit advertising
E) Persuasive advertising
Answer:
Which of the following is a disadvantage of using secondary data?
A) Secondary data is generally not appropriate for consumer products.
B) Collecting secondary data is time consuming.
C) Few sources exist for secondary data.
D) Gathering secondary data is costly.
E) Relevant secondary data can be difficult to locate.
Answer:
________ refers to socially and environmentally responsible marketing that meets the
needs of consumers and businesses while also preserving or enhancing the ability of
future generations to meet their needs.
A) Ambush marketing
B) Evangelism marketing
C) Sustainable marketing
D) Database marketing
E) Affinity marketing
Answer:
Each culture contains smaller ________, or groups of people with shared value systems
based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks
Answer:
Which of the following questions would help a marketer evaluate the return on a sales
promotion investment?
A) Was the sales force successful in filtering out the good prospects from the poor
ones?
B) Did customers enjoy the events associated with the promotion?
C) Did customers receive high-quality promotional products?
D) Did the promotion attract new customers or more purchasing from current
customers?
E) Were channel intermediaries effectively positioned to ensure a seamless supply of
products?
Answer:
Which of the following is a consequence of standardizing an international product?
A) image consistency
B) regional design flexibility
C) decreased product demand
D) increased manufacturing costs
E) higher marketing costs
Answer:
Which of the following is a trend that depicts the increasingly nontraditional nature of
today's American families?
A) the low percentage of working women in the workforce
B) the low percentage of married couples with children
C) the sharply declining number of dual-income families
D) the sharply declining number of stay-at-home dads
E) the decreasing reliance on convenience foods and services
Answer:
________ segmentation assumes that nations close to one another will have many
common traits and behaviors.
A) Geographic
B) Occasion
C) Psychographic
D) Benefit
E) Demographic
Answer:
Critics point to which of the following factors when they accuse marketing of harming
consumers through high prices?
A) quotas
B) nontrade tariffs
C) excessive markups
D) government taxes
E) changes in currency values
Answer:
Which of the following types of advertising will most likely result in an advertising
war?
A) covert advertising
B) institutional advertising
C) informative advertising
D) comparative advertising
E) reminder advertising
Answer:
Individuals and households that buy or acquire goods and services for personal
consumption make up the ________.
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class
Answer:
Greater consumer control means that companies can no longer rely on ________.
A) promoting brand-consumer interaction
B) marketing by intrusion
C) creating market offerings and messages that involve consumers
D) developing marketing concepts with an outside-in perspective
E) marketing by attraction
Answer:
Prospects can be qualified by looking at all of the following characteristics EXCEPT
________.
A) occupational mobility
B) financial ability
C) volume of business
D) location
E) possibilities for growth
Answer:
Sigma Inc., a software firm based in California, reordered 50 printers from the
designated provider without any modifications. This is an example of ________.
A) derived demand
B) inelastic demand
C) a straight rebuy
D) a new task
E) a modified rebuy
Answer:
Which of the following stages in the new product development would a firm engage in
immediately after the completion of concept testing?
A) idea screening
B) marketing strategy development
C) business analysis
D) product development
E) idea generation
Answer:
Persuasive advertising becomes ________ advertising when a company directly or
indirectly compares its brand with one or more other brands.
A) informative
B) reminder
C) attack
D) covert
E) institutional
Answer:
A product's ________ identifies the product or brand, describes several things about the
product, and promotes the brand.
A) line extension
B) portfolio
C) label
D) design
E) feature
Answer:
Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
A) product
B) packaging
C) price
D) promotion
E) place
Answer:
What are the characteristics of a successful Web site?
Answer:
What does a company focus on when using a concentrated marketing strategy?
Answer:
What is a growth-share matrix? Discuss the BCG growth-share matrix.
Answer:
The three types of shopping centers are regional shopping centers, community shopping
centers, and neighborhood shopping centers/strip malls. Describe how they are different
from each other.
Answer:
Explain how wholesalers have been able to use technology to cut costs.
Answer:
Discuss formal and informal marketing strategies and give examples of companies that
follow these strategies.
Answer:
Michael Porter suggested four basic competitive positioning strategies that companies
can follow, three winning strategies and one losing one. Name and describe these four
different strategies.
Answer:
List some important characteristics of price.
Answer:
Explain how a firm benefits from using sense-of-mission marketing.
Answer:
Why is the technological environment such a dramatic force in today's market?
Answer:
Explain the strengths of mobile marketing from the marketer's point of view.
Answer:
How can service providers use a differentiated offer, delivery, and image to avoid
competing solely on price?
Answer:
What role do the four Ps play in consumer behavior?
Answer:
What is differentiation?
Answer:
What is a strategic business unit (SBU)?
Answer:
Discuss the conditions under which a company might consider using price cuts or price
increases.
Answer:
Give two examples of products for which marketers might use optional-product pricing.
Answer:
