Online flash sales are used to create buying urgency and make buyers feel lucky to have
gotten in on the deal.
Foreign firms are expanding aggressively into new international markets, and home
markets are no longer as rich in opportunity.
The demand for many business goods tends to change more slowly than the demand for
consumer goods.
The purpose of advertising is to get consumers to think about or react to the product or
company in a certain way.
The integrated marketing concept ties together all of the company’s messages and
images.
A sample is a segment of the population selected for marketing research to represent the
population as a whole.
Business-to-Business (B-to-B) online marketing refers to businesses selling goods and
services online to final consumers.
In a direct marketing channel, the producer sells directly to the intermediaries, who in
turn sell directly to the customers.
The Gen Xers are increasingly displacing the lifestyles, culture, and values of the baby
boomers.
BRIC countries are examples of ________ economies.
A) raw material exporting
B) industrializing
C) subsistence
D) industrial
E) totalitarian
A federal agency ordered a fast food chain to stop running ads with false claims that its
fried chicken is compatible with certain weight loss programs. Which agency had the
authority to issue this order?
A) the Federal Trade Commission
B) the Food and Drug Administration
C) the Consumer Product Safety Commission
D) the Environmental Protection Agency
E) the American Marketing Association
In recent years, service differentiation among retailers has ________.
A) increased at a steady rate
B) decreased
C) stayed the same
D) increased exponentially
E) tripled
In a SWOT analysis, which of the following would be considered a strength?
A) industry trends
B) technological shifts
C) environmental demands
D) performance challenges
E) internal capabilities
Which of the following is true of ethnographic research?
A) It is a type of experimental research which involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural
environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data
sources.
E) It is a form of survey research.
Which of the following is a characteristic of customer-driven marketing?
A) Companies understand customer needs even better than customers themselves do.
B) Customers are unaware of their needs.
C) Products are created that meet both existing and latent needs, now and in the future.
D) Customers know what they want.
E) Customers don’t know what is possible.
Dora has formal authority to select the suppliers and arrange terms of purchase for
many of the items her firm uses. Her role in the buying center is that of a(n) ________.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper
Companies which set a low price for a new product in order to attract a large number of
buyers and a large market share are using the ________ strategy.
A) market-skimming pricing
B) market-penetration pricing
C) cost-plus pricing
D) inclusive pricing
E) exclusive pricing
When faced with a competitor who has cut its product’s price, which of the following is
the most cost-effective way for a company to maintain its own price but raise the
perceived value of its offer?
A) by improving the quality of the product
B) by introducing a higher-priced premium brand
C) by altering the company’s marketing communications
D) by bundling the offer with add-ons
E) by distributing the product through less costly channels
Which of the following types of marketing involves marketers sending out letters,
brochures, samples, and DVDs to consumers’ address?
A) direct-response marketing
B) direct-mail marketing
C) direct digital marketing
D) kiosk marketing
E) online marketing
VLX Global sells directly to final consumers and avoids intermediaries while catering
to a broad group of demographic segments. Which major online marketing domain is
evident here?
A) B-to-C
B) B-to-B
C) G-to-B
D) C-to-B
E) C-to-C
Advertising is used mostly by ________.
A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations
Xerox Corporation’s Equipment Remanufacture and Parts Reuse Program converts
end-of-life office equipment into new products and parts. This not only helps sustain the
environment, but it is also highly profitable for the company. This practice is an
example of a ________.
A) pollution prevention practice
B) green marketing practice
C) beyond greening practice
D) cradle-to-cradle practice
E) new environmental technology
Which of the following generational groups, born between 1977 and 2000, is also
referred to as the echo boomers?
A) Generation Xers
B) Millennials
C) Lost Generation
D) baby boomers
E) Silent Generation
Which of the following is a common reason for new product failure?
A) incorrect estimation of the market size
B) low product development costs
C) ineffective social marketing campaigns
D) low selling prices of products
E) patent ownership exclusively held by the company
Melissa Price is a member of the sales force at Urban Fashions, a Houston-based
manufacturer of women’s apparel. Melissa is preparing for a first meeting with a
wholesaler who is a potential customer. She is learning as much as she can about her
prospect and his organization. Melissa is in the ________ step of the personal selling
process.
A) prospecting
B) qualifying
C) preapproach
D) follow-up
E) demonstration
________ occurs when someone in the company identifies a need that can be met by
acquiring a specific product or service.
A) Solutions selling
B) Proposal solicitation
C) Problem recognition
D) Performance review
E) Real-time marketing
________ markets buy goods and services for further processing.
A) Business
B) Reseller
C) Wholesale
D) Consumer
E) Retail
Which of the following is a traditional sellers’ right?
A) the right to create a monopoly in the market
B) the right to acquire competitors to prevent competition
C) the right to promote any product to any audience
D) the right to add additional taxes if necessary
E) the right to introduce any product in any size and style
Explain the concept of derived demand.
What elements may help to create a product image?
What is a public in terms of the marketing environment? In a short essay, briefly
describe the different types of publics faced by marketers and explain how marketing
might communicate with these publics.
What types of services do B-to-B marketers offer online?
Explain how selective distortion is somewhat controllable by a marketer.
Explain the common problems that international marketing researchers encounter.
In terms of ethnic and racial makeup, why is the United States today more accurately
characterized as a ‘salad bowl” than a “melting pot”?
Compare and contrast the advantages and disadvantages of standardized global
marketing and adapted global marketing.
How do the practices of “high-low” pricing and everyday low pricing differ?
For what types of products might marketers use market-skimming pricing?