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Which of the following groups influences the company's ability to obtain funds?
A) financial publics
B) local publics
C) general publics
D) citizen-action publics
E) internal publics
________ refers to the unique psychological characteristics that distinguish an
individual or group.
A) Attitude
B) Belief
C) Perception
D) Personality
E) Self-awareness
Which of the following industrial structures presents the fewest market opportunities?
A) subsistence economies
B) raw material exporting economies
C) industrializing economies
D) emerging economies
E) industrial economies
________ segments are conceptually distinguishable and respond differently to
different marketing mix elements and programs.
A) Complex
B) Measurable
C) Competitive
D) Differentiable
E) Homogeneous
Refer to the scenario below to answer the following question.
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to
industry design changes and consumer demands, for the next financial year, six of those
stampings will require a slight change: two will have an extra hole punched through the
side, two will require an extra plating process, and two will require an additional weld
operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number
of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price
quotations and steel samples from his current suppliers, Richard faced a dilemma. Until
now, he had selected his suppliers based on quality and price, but the major
consideration had been the type of steel required and the specialized production
processes of his respective suppliers. Not all of Alpha's suppliers could produce the
exact grades of steel needed; some suppliers were better at producing certain types of
steel than others.
Richard contacted several employees at Alpha who had worked with the various types
of steel in the past. The quality control manager and line inspector, for example, could
help to determine which suppliers had the capabilities of producing specific types of
steel. The production control manager could provide input regarding which types of
steel worked best in which presses. The warehouse foreman gave inputs regarding how
long various types of steel could be held in inventory before rust spots began to form on
their surfaces. Each person contributed the necessary information to help Richard in
making his decision.
The management's directive to reduce the number of steel suppliers refers to the
influence of ________ factors affecting the business buying behavior of Alpha.
A) political
B) organizational
C) interpersonal
D) individual
E) cultural
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon when they
tried the new makeup. In terms of the communication model, the sender of this message
is ________.
A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to which Melina Kanakaredes appeals
Orion Inc. operates in many industries, including pharmaceuticals and food products.
The company's goal is to create "abundant and affordable food for all and a healthy
environment." This represents Orion's ________.
A) marketing plan
B) product mix
C) business portfolio
D) marketing mix
E) mission statement
A company that uses well-known celebrities to help sell its products is using ________
marketing.
A) interactive
B) internal
C) social
D) person
E) organization
Which of the following demographic trends is the most likely cause for a rapid increase
in telecommuting?
A) the migration toward micropolitan and suburban areas
B) the migration from rural to metropolitan areas
C) the increasing number of traditional households
D) the growing percentage of married couples who do not have children
E) the declining number of manufacturing workers in today's workforce
Using ________ pricing, companies are able to turn their trash into cash, allowing them
to make the price of their main product more competitive.
A) product bundle
B) optional product
C) captive product
D) by-product
E) product line
Refer to the scenario below to answer the following question.
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical
nature. In recent years, owner Gary Zahn has served as the local representative of
several musical instrument manufacturers, providing a contact person for three local
schools. He sends a sample of a manufacturer's products to schools that request a
demonstration or presentation. "If we don't have it, we can definitely get it for you,"
Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a
particular era or just browsing among the hundreds of music knick-knacks in the store.
Gary spends most of his time making presentations to beginners at the local schools and
making biweekly visits to the schools to deliver instruments, make minor repairs, or
pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web
site could benefit a variety of customers. He began with a simple Web site that provided
information about the store and the types of gifts and services available. The site
received so much response that Gary added a question-and-answer option. Questions
poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you
carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at
Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and
gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive.
And our novelties sales have doubled!"
Gary wants to expand the reach of his business. An effective approach to reaching the
most likely potential customers would be ________ marketing. The message will
include a link to Treble Clef's Web Site.
A) e-mail
B) viral
C) kiosk
D) mobile
E) catalog
Which of the following methods is used by companies to set their advertising budgets
based on the industry average?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) regression method
Kao Corp., a deodorant manufacturer, invited teenage girls to make an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) societal marketing
B) the production concept
C) the selling concept
D) partner relationship management
E) consumer-generated marketing
Which term refers to looking at merchandise at a traditional store and then purchasing
the merchandise online?
A) pop-up shopping
B) wheel-of-retailing
C) off-price retailing
D) showrooming
E) wholesaling
Donello Equipment 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
Sparex Inc. is a manufacturer of metal bolts that are used by Boilex Inc. to manufacture
heavy machineries. In this instance, Sparex acts as a ________.
A) financial intermediary
B) supplier
C) retailer
D) customer
E) local public
Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and
young adults. In this instance, Bailey's Burgers is practicing ________ segmentation.
A) benefit
B) age and life-cycle
C) psychographic
D) geographic
E) gender
All of the following are forms of traditional direct marketing EXCEPT ________.
A) personal selling
B) point-of-purchase promotion
C) telemarketing
D) direct-mail marketing
E) kiosk marketing
Santana Automobile's Arrow is the first mass-produced hybrid vehicle, known for its
fuel efficiency and environmental friendliness. The Arrow is most likely to become
popular in the ________ market.
A) SOHO
B) LOHAS
C) LGBT
D) business
E) Millennials'
Cravenshaw Metalworks has witnessed a rise in the number of its industrial customers
in recent years. The company uses different groups of people from the sales, marketing,
technical support and finance departments for servicing large, complex accounts. In this
instance, Cravenshaw Metalworks uses ________ in order to enhance the quality of its
customers' buying experience.
A) product differentiation
B) team selling
C) competitive marketing intelligence
D) satisficing
E) e-procurement
Which of the following involves adjusting prices to account for the physical location of
customers?
A) location-based pricing
B) geographical pricing
C) domestic pricing
D) interior pricing
E) captive pricing
According to Freud, a person's buying decisions are primarily affected by ________.
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives
