Changing promotions to suit local markets is known as ________.
A) straight product extension
B) ambush marketing
C) communication adaptation
D) product adaptation
E) standardized global marketing
Shoe Trends, a company that manufactures formal shoes for men and women, offers to
give its customers $10 for an old pair of shoes when they buy a new pair. In essence,
they’re reducing the price of the new shoes by $10. What is this type of price adjustment
called?
A) functional discount
B) captive product pricing
C) seasonal discount
D) trade-in allowance
E) by-product pricing
Critics claim that companies in the ________ industries introduce planned streams of
new products that make older models obsolete, a form of planned obsolescence that
harms consumers.
A) car and truck
B) housing and construction
C) food and beverage
D) consumer electronics
E) financial and entertainment
In a ________, new products and marketing tactics are tested online in a virtual
shopping environment.
A) controlled test market
B) simulated test market
C) standard test market
D) focus group
E) survey
Which of the following statements is most likely true about radio as an advertising
medium?
A) Radio advertising is typically quite expensive.
B) Radio ensures good attention from the target audience.
C) Radio offers very low audience selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio advertising is characterized by good local acceptance.
What type of pricing is being used when a company temporarily prices its product
below the list price or even below cost to create buying excitement and urgency?
A) segmented pricing
B) international pricing
C) reference pricing
D) promotional pricing
E) basing-point pricing
Which of the following statements is true of the selling concept?
A) It requires minimum promotion efforts.
B) It creates long-term, profitable customer relationships.
C) It takes an outside-in perspective.
D) It is typically practiced with unsought goods.
E) It follows the customer-centered sense-and-respond philosophy.
The main block of text in a print ad is referred to as the ________.
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement
For the past ten years, Bill and Margaret have saved money to go to the Super Bowl
should their team, the Chicago Bears, reach the finals of the NFC championship. This is
the year, and several tour companies offer attractive, but very similar, packages to the
game. Since all packages are pretty much the same, they have chosen one that fits their
budget. Bill and Margaret are most likely exhibiting ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) consumer capitalism
E) consumer ethnocentrism
Which of the following customer questions is answered by a company’s value
proposition?
A) “Why should I buy your brand rather than a competitor’s?”
B) “What is your company’s estimated customer equity?”
C) “What are the costs involved in the production of your brand?”
D) “What is the budget allocated by your company for research and development?”
E) “What is the financial stability of your company?”
Which of the following characterizes U.S. companies in the past?
A) They paid significant attention to international trade.
B) Their biggest markets were in other countries.
C) The home market was much safer than the foreign market.
D) They disregarded political and legal risks overseas.
E) They adapted products to foreign customer needs.
The main section of the marketing plan most likely presents a detailed ________
analysis of the current marketing situation.
A) breakeven
B) SBU
C) SWOT
D) regression
E) cluster
________ consists of evaluating each market segment’s attractiveness and selecting one
or more market segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
A marketing plan begins with a(n) ________, which presents a brief summary of the
main goals and recommendations of the plan for management review.
A) budget
B) opportunity analysis
C) threat analysis
D) executive summary
E) action program
Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the
following message execution styles was used by Taco Bell?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
The decision to use a cleaning genie to communicate the strength and power of “Mr.
Clean” cleaning liquid represents the ________ process of the communication model.
A) sourcing
B) encoding
C) acknowledging
D) decoding
E) messaging
Donello Equipments hosts infomercials on television and at the same time allows its
viewers to interact with its advertisements. Viewers can request more details and order
via their Internet-ready smart televisions. Which of the following forms of marketing is
evident here?
A) catalog marketing
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
When theaters vary their seat prices because of audience preferences for seats in
coveted rows, they use ________.
A) customer-segment pricing
B) location-based pricing
C) time-based pricing
D) product line pricing
E) captive product pricing