Within a hotel renowned for its superior service, one registration-desk employee may be
cheerful and efficient, whereas another may be irritable and slow. This exemplifies
service consistency.
The societal marketing concept calls on marketers to balance consumer wants and
desires, company profits, and society’s interests.
Gatekeepers have formal or informal power to select or approve the final suppliers.
The major activity in strategic planning is product innovation.
If Audi develops a new low-priced model for entry-level consumers in Europe, it would
be an example of straight product extension.
Niche marketing involves tailoring brands and promotions to the needs and wants of
local customer groups’”cities, neighborhoods, and even specific stores.
Dove body soaps are sold successfully in essentially the same form around the globe.
This is an example of straight product extension.
Price discrimination is permissible if the seller manufactures different qualities of the
same product for different retailers and can prove that the price difference is
proportional.
Department stores that practice everyday low pricing typically provide frequent sale
days, early-bird savings, and bonus earnings for store credit-card holders.
Sellers must understand the ways that consumers in different countries think about and
use certain products before planning a marketing program.
To the extent that a company can differentiate and position itself as providing superior
customer value, it gains competitive advantage.
Air carriers transport digital products from producer to customer via satellite, cable,
phone wire, or wireless signal.
Rather than competing head to head with established competitors, many companies
seek out unoccupied positions in uncontested market spaces. They try to create products
and services for which there are no direct competitors. This is called a ________.
A) horizontal integration approach
B) commercialization process
C) guerrilla marketing technique
D) blue ocean strategy
E) lean dynamics approach
Teenagers are expected to respond in a similar way to a set of marketing efforts. In
other words, this group represents a ________.
A) channel intermediary
B) line extension
C) market segment
D) product attribute
E) brand personality
In intermodal transportation, which of the following describes the use of both rail and
trucks for transportation?
A) fishyback
B) drawbar
C) trainship
D) piggyback
E) airtruck
Jacob Engineering Group views and organizes its marketing activities from the
viewpoint of its buyers. Management works hard to sense, serve, and satisfy the needs
of its well-defined group of buyers. What does Jacob Engineering Group practice?
A) consumer-oriented marketing
B) societal marketing
C) sense-of-mission marketing
D) customer-value marketing
E) innovative marketing
Oscarz Aviation’s Web site, GoOscarzAv.com, informs customers about a wide variety
of services offered by the firm. It also has a guestbook where customers can provide
feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz
Aviation posts, as well as read and respond to blogs and ask questions.
GoOscarzAv.com is an example of a(n) ________.
A) online social network
B) blog
C) kiosk
D) branded community Web site
E) digital catalog
An industry often contains “good” and “bad” competitors. Good competitors ________.
A) break the rules of fair competition
B) ensure minimum competition between firms
C) play by the rules of the industry
D) typically dominate the market
E) share their marketing strategies with other firms
The strongest brands are positioned on ________.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) product attributes
________ is very believable because news stories, features, sponsorships, and events
seem more real and believable to readers than ads do.
A) Differentiated marketing
B) Public relations
C) Direct marketing
D) Sales promotion
E) Personal selling
Which of the following would be classified as bait-and-switch advertising?
A) advertising a cheaper brand but making only a more expensive one available to
customers
B) advertising the advantages of a product by comparing it to its competitors
C) providing free samples of a product
D) providing discount coupons with a product
E) favoring certain customers over others through trade promotions
________ can adopt one of two competitive strategies: they can challenge the leader or
they can play along with competitors and not rock the boat.
A) Runner-up firms
B) Market nichers
C) Global investors
D) Localized marketers
E) Market developers
A ________ contains from 50 to 100 stores, is like a covered mini-downtown, and
attracts customers from a wide area.
A) community shopping center
B) neighborhood shopping center
C) central business district
D) regional shopping center
E) strip mall
Which of the following terms refers to customers who make repeat purchases and tell
others about their positive experiences with a product or service?
A) barnacles
B) customer evangelists
C) butterflies
D) surrogate customers
E) market mavens
A ________ is the way consumers perceive an actual or potential product.
A) product idea
B) product concept
C) product image
D) brand personality
E) concept test
A company’s close competitors are ________.
A) considered “bad” competitors
B) a serious threat and hence, must be attacked rather than ignored
C) those that most resemble the company’s operations
D) typically ignored as they seldom pose any threat
E) the sole focus of successful companies
Which of the following is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings
When marketers set low expectations for a market offering, they run the risk of
________.
A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers’ needs
E) incorrectly identifying a target market
Which of the following is most critical for successful niching?
A) catering to global markets
B) buzz marketing
C) follow-up
D) specialization
E) mass appeal of one idea
Which of the following is an organizational factor that influences business buyers?
A) technology
B) company procedures
C) employee attitudes
D) employee motives
E) group dynamics
Richard, a salesperson, works for Wellington Steelworks. After researching a qualified
lead, Richard is preparing opening lines for meeting the customer for the first time.
Which step of the selling process is he about to enter?
A) follow-up
B) handling objections
C) approach
D) presentation
E) preapproach
Which of the following is true with regard to the same for less value proposition?
A) Discount stores and “category killers” rarely use the same for less value proposition.
B) The same for less value proposition is mostly offered by marketers who sell higher
quality upscale products or services.
C) The same for less value proposition cannot generate profits.
D) Offering the same for less can be a powerful value proposition because everyone
likes a good deal.
E) The same for less positioning involves meeting consumers’ lower performance or
quality requirements at a much lower price.
The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation
How are acquisitions good for society?
A) Acquisitions eliminate barriers to entry.
B) Acquisitions require little government oversight.
C) An acquiring company may improve the efficiency of an acquired company.
D) An industry may become less competitive after an acquisition.
E) The acquisition may result in higher costs, leading to higher prices for consumers.
________ allowances are price reductions given for turning in an old item when buying
a new one.
A) Promotional
B) Trade-in
C) Depreciation
D) Segmented
E) Functional
What elements may help to create a product image?
Describe a scenario that shows why a company may want to avoid “destroying” a close
competitor.
Identify the social costs of increased automobile ownership, and then describe two
options for restoring the balance between private and public goods. Give specific
examples.
Describe the significance of public relations as a promotion tool.
Why is a company unlikely to set a uniform price all around the world?
How can a company manage information on specific customers more effectively?
How can discount stores sell merchandise at lower prices?
Why is it difficult to assess interpersonal factors that influence the business buying
process?
How has the implementation of the National Do Not Call Registry changed telephone
marketing?
Briefly explain the concept of brand equity.