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Which of the following is a disadvantage of using a magazine as an advertising
medium?
A) It has a poor pass-along readership.
B) It involves high costs.
C) It has low geographic selectivity.
D) It has low credibility and image.
E) It consists of low-quality reproduction.
Answer:
A TV ad promoting how an ordinary person's life has changed due to considerable
weight loss is an example of the ________ style of advertising.
A) scientific evidence
B) testimonial evidence
C) technical expertise
D) mood or image
E) fantasy
Answer:
Which of the following is not considered a source of competitive intelligence?
A) a company's sales force
B) suppliers and resellers
C) competitors' internal databases
D) key customers
E) online databases
Answer:
Salon Du Jour offers special combination packages at a reduced price. Separately, a
haircut is $30 and a conditioning treatment is $35. But the combo price is $50. This is
referred to as ________ pricing.
A) by-product
B) product bundle
C) captive-product
D) optional-product
E) product line
Answer:
Gold Class Electricals, a consumer-electronics firm, targets market segments based on
factors such as country, age, social class, usage rate, and benefits sought. The company
divides its markets based on ________.
A) demographic variables
B) geographic regions
C) multiple segmentation bases
D) behavioral variables
E) psychographic segmentation bases
Answer:
Which of the following is generally regarded as the toughest issue of public policy and
ethics confronting the direct marketing industry?
A) customization of search results
B) unwanted e-mail spam
C) invasion of consumer privacy
D) increasing costs of browsing
E) restrictions on digital offers and discounts
Answer:
Which of the following is the first stage of the buyer decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
Answer:
Which of the following is most likely true about a global organization?
A) Worldwide policies are planned by top corporate management.
B) Global operating units report to international division chiefs.
C) Executive training is restricted to domestic operations.
D) Employees are recruited exclusively from the home country.
E) It considers itself a national marketer that sells abroad.
Answer:
Which of the following statements is true of industrial economies?
A) They export their goods to other types of economies for raw materials.
B) They have a declining middle class population.
C) They depend on agriculture as the primary revenue generator.
D) They do not trade goods amongst themselves.
E) They consume most of their output and barter the rest for simple goods and services.
Answer:
Bose promises "better sound through research." This is an example of ________.
A) people differentiation
B) channel differentiation
C) price differentiation
D) services differentiation
E) product differentiation
Answer:
Printed catalogs hold very little importance to marketers in the digital era.
Answer:
Which of the following concepts calls for sustainable marketing?
A) the societal marketing concept
B) the marketing concept
C) the selling concept
D) the production concept
E) the product concept
Answer:
In which of the following stages of the adoption process does a consumer consider
whether trying a new product makes sense?
A) interest
B) adoption
C) evaluation
D) awareness
E) trial
Answer:
________ are people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert social influence on others.
A) Opinion leaders
B) Late mainstream adopters
C) Strangers
D) Barnacles
E) Lagging adopters
Answer:
The ________ concept focuses on meeting the company's short-term sales, growth, and
profit needs by engaging customers and fulfilling their needs and wants more
effectively and efficiently than the competition.
A) societal marketing
B) strategic planning
C) sustainable marketing
D) marketing
E) cause marketing
Answer:
________ is a management approach that involves developing strategies that both
support the ecological balance and produce profits for the company.
A) Consumerism
B) Quasi-environmentalism
C) Environmental sustainability
D) Materialism
E) The marketing concept
Answer:
Which positioning strategy offers value for consumers by providing the same brands as
competitors at a lower price?
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) more-for-more
Answer:
________ products are consumer products and services with unique characteristics or
brand identifications for which a significant group of buyers is willing to make more
effort than usual to purchase.
A) Unsought
B) Obsolete
C) Intangible
D) Convenience
E) Specialty
Answer:
The Card Company strives to recover, reuse, and recycle paper at the end of its life
cycle to be used in the production of all new greeting cards. In fact, a hundred percent
of all of its cards are made from recycled materials. In this case, The Card Company is
demonstrating ________.
A) pollution prevention
B) pollution control
C) product stewardship
D) the marketing concept
E) the selling concept
Answer:
A company's external sources of new product ideas include its ________.
A) managers
B) salespeople
C) engineers
D) manufacturing staff
E) suppliers
Answer:
Describe two ways in which marketers can engage in social media. What are the
advantages and challenges of social media?
Answer:
P&G "Tide Loads of Hope" program provides mobile laundromats and loads of clean
laundry to families in disaster-stricken areas. This is an example of ________
marketing.
A) social
B) environmental
C) ethical
D) cause-related
E) charitable
Answer:
American Honda purchases over $20 billion worth of auto parts and materials every
year. ________ are key players in the company's success.
A) Wholesalers
B) Suppliers
C) Physical distribution firms
D) Media firms
E) Retailers
Answer:
Lemon N' Honey is a juice manufacturing company in the United States. It exports its
products to Australia, licenses to China, has a joint ownership venture in France, and
owns a subsidiary in Brazil. The firm will most likely need to create a(n) ________ to
handle all its worldwide activities.
A) international division
B) domestic market
C) value delivery network
D) export department
E) domestic division
Answer:
Which of the following applies to a marketing intermediary who buys brand name
toothpaste from 10 different manufacturers, consolidates offerings, and then resells the
various brands to 500 supermarkets in Florida?
A) facilitate the production of products without direct customer feedback
B) help a company develop a direct channel selling system
C) buy small quantities of products from producers and break them down into narrow
assortments for customers
D) increase the amount of work that must be done by producers and consumers
E) transform the assortments of products made by producers into the assortments
wanted by consumers
Answer:
Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural
ingredients, the products are hypoallergenic. Silkskin is selling the products in specially
designed tubes that make application easier. Which of the following is a core customer
value for Silkskin's line of eye makeup?
A) the natural ingredients
B) the Silkskin brand
C) the products' revolutionary packaging
D) the hypoallergenic properties of the products
E) the desire for having beautiful eyes
Answer:
________ creates a seamless cross-channel buying experience that integrates in-store,
online, and mobile shopping.
A) Shopper marketing
B) Omni-channel retailing
C) Test marketing
D) Online marketing
E) Consolidation marketing
Answer:
________ have enabled researchers to gain greater control over who participates in the
online sample.
A) Social media tracking methods
B) Network respondent panels
C) Behavioral sampling methods
D) Online behavioral targeting
E) Online listening methods
Answer:
Susan has been redecorating her new condo for a year. She is carefully selecting every
item. Susan finds an oriental rug that matches her color scheme and dcor perfectly and
purchases it immediately without engaging in comparison shopping. This is an example
of a(n) ________.
A) shopping product
B) convenience product
C) specialty product
D) industrial product
E) capital product
Answer:
________ refer to a form of product that consists of activities, benefits, or satisfactions
offered for sale that are essentially intangible.
A) Co-brands
B) Line extensions
C) Services
D) Pure products
E) Horizontal extensions
Answer:
Which of the following statements is most likely true about the new product
development process?
A) The first step in developing a new product involves determining any budgetary or
distribution limitations.
B) Most firms discourage employees from contributing new product ideas because of
legal concerns.
C) In most cases, concept testing is followed by concept development.
D) A product concept should be developed for each idea before it goes through idea
screening.
E) Customers, competitors, distributors, and suppliers are major sources of new product
ideas.
Answer:
