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Which question should most likely be answered by all companies due to the rapid move
toward globalization?
A) How should we eliminate domestic competition?
B) Should we diversify in a new business area in the home country?
C) Where should we produce or source our products?
D) How should we fulfill our environmental obligations?
E) Which medium of advertising should we use in our home country?
How do marketers respond to charges of planned obsolescence?
A) Consumers dislike constant style changes.
B) It promotes the all-American value of consumerism.
C) The product will eventually wear out anyway.
D) Most consumers are materialistic.
E) Consumers get tired of old goods.
Refer to the scenario below to answer the following question.
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable
shopping district, catering to a wealthy, mature clientele consisting mostly of older,
first-generation Hispanics. Many other specialty shops lined the main avenue over the
next few years. But as Forest Ridge began to attract a more price-conscious, younger,
and more demographically diverse population, the once-popular shopping district was
increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops
attracted only tourists who enjoyed browsing through the displays of alligator belts and
shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by
the mid-2000s. In fact, the owners had observed that the once-fashionable shopping
district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele
had been replaced with price-conscious families with children, a mix of Asian and
African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name
apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s,
bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Many families with children are now attracted to the shopping district in Forest Ridge.
What characteristics about families as consumer groups might the owners of The Attic
Trunk want to keep in mind?
A) Though more women hold jobs outside the home today than when The Attic Trunk
first opened, husband-wife involvement in the buying process has remained relatively
unchanged.
B) Children have considerable amounts of disposable income and have a strong
influence on family buying decisions.
C) Women seldom account for any technology-related purchases.
D) Women typically account for most habitual purchases.
E) Men make all the major purchasing decisions in most families.
________ perform a role similar to that of brokers or agents but are part of the buyer's
organization.
A) Truck jobbers
B) Merchant wholesalers
C) Purchasing officers
D) Rack jobbers
E) Cash-and-carry wholesalers
Which of the following is a major form of direct-response television marketing?
A) telemarketing
B) interactive TV
C) social media
D) digital catalog
E) podcast
Iceco Inc., an ice cream manufacturing company, encourages all stakeholders, including
the top management and all employees, to consider individual and community welfare
in their day-to-day decisions. This action undertaken by Iceco reflects ________.
A) environmentalism
B) social responsibility
C) the selling concept
D) partner relationship management
E) marketing myopia
Companies that operate large marketing departments, conduct expensive marketing
research, spell out elaborate competitive strategies, and spend huge sums on advertising
are using ________ marketing strategies.
A) informal
B) formulated
C) entrepreneurial
D) intrepreneurial
E) blue ocean
Which of the following is true with regard to prospecting?
A) Salespersons meet and greet the buyer.
B) Salespersons learn as much as possible about the organization.
C) Salespersons identify qualified potential customers.
D) Salespersons tell the "value story" to the buyer, showing how the company's offer
solves the customer's problems.
E) Salespersons ask for the order, review points of agreement, and offer to write up the
order.
The ________ was established to replace GATT in 1995 and now oversees the original
GATT provisions.
A) WTO
B) EU
C) NAFTA
D) CAFTA
E) NATO
The principle of ________ requires that the company continuously seek real product
and marketing improvements.
A) consumer-oriented marketing
B) innovative marketing
C) customer-value marketing
D) sense-of-mission customer-value marketing
E) ambush marketing
Which of the following is a challenge of marketing through online social networks?
A) Results are hard to measure.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore
do not favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social
network.
E) Marketing via online social networks is expensive and time-consuming.
Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty
earns points for every mile he flies, and he will soon have enough points to receive a
free airline ticket. West Coast Airlines is attempting to build a strong customer
relationship with Monty through a ________.
A) trade promotion
B) promotional product
C) rebate offer
D) point-of-purchase promotion
E) frequency marketing program
The first step in designing support services is to ________.
A) add new services that will both delight customers and yield profits to the company
B) closely observe the product and pricing strategies of consumers
C) survey customers to assess the value of current services and obtain ideas for new
ones
D) prevent brand dilution
E) encourage customers to try new products
When companies serve customers who are willing to pay a premium to get precisely
what they want and the company responds quickly to satisfy these customers' needs, the
company has achieved ________.
A) customer intimacy
B) product differentiation
C) operational excellence
D) product leadership
E) focus
________ are large and highly automated warehouses designed to receive goods from
various plants and suppliers, take orders, fill them efficiently, and deliver goods to
customers as quickly as possible.
A) Loading docks
B) Open warehouses
C) Distribution centers
D) Shipping platforms
E) Product platforms
Johnson Business Solutions maintains one sales force for its copy machines and a
separate sales force for its computer systems. Johnson Business Solutions utilizes a(n)
________.
A) product sales force structure
B) customer sales force structure
C) territorial sales force structure
D) digital marketing system
E) geographical operations system
Which of the following is an example of audiovisual material used by PR
professionals?
A) blogs
B) logos
C) vision statements
D) brochures
E) online videos
