The power or right of a legal or political entity to exercise its authority over a specific
geographic area is referred to as ________.
A. jurisdiction
B. extraterritoriality
C. power parity
D. exchange control
E. nationalization
Which of the following measures the impact of specific marketing activities on business
performance?
A. SWOT analysis
B. a marketing audit
C. an executive summary
D. ROMI
E. the BCG matrix
Donna wants to buy a new coat. During the ________ stage of her purchase process she
will ask her friends to recommend a store and/or a style of coat. She will search the
newspaper for coat sales, and she will visit nearby stores to see what is available in her
price range.
A. product evaluation
B. evaluation of alternatives
C. problem/opportunity recognition
D. information search
E. purchase decision
Recognizing that some people eat cereal because of its nutritional value, some people
eat cereal because it is easy to prepare, and some eat cereal because it tastes good is part
of the ________ process.
A. perceptual map
B. segmentation
C. customerization
D. differentiation
E. positioning
Which of the following statements about the innovation adoption categories is true?
A. More than 50 percent of the population is classified as late majority adopters.
B. Early adopters avoid risk.
C. Early majority adopters do not want to be the first or the last to try a new product.
D. Innovators are a much larger group than laggards.
E. Late majority adopters are typically very concerned about social acceptance.
There is a trend in the United States toward rediscovering the flavor of regional cooking
and the use of locally grown ingredients. People are choosing to spend hours in the
kitchen using only the freshest ingredients to recreate local culinary traditions. This
change in ________ is one of the reasons the number of farmers markets in the United
States has increased by 70 percent in the last eight years.
A. vocation
B. affluence
C. lifestyle
D. personality
E. life stage
The AFLAC duck and Kellogg’s Tony the Tiger are examples of ________ used in
successful advertising campaigns.
A. mood executions
B. slice of life executions
C. fantasy figures
D. celebrity spokespeople
E. personality symbols
For a marketing plan to be successful, ________ should participate in its
implementation.
A. only the marketing department
B. only the marketing department and management
C. only the marketing and customer service departments
D. only the marketing and human resources departments
E. the entire business
A(n) ________ is a perceived meaning of data collected from the study of consumer
behavior.
A. market insight
B. consumer insight
C. competitive insight
D. marketing intelligence insight
E. census
Which of the following is an inference-based process of transforming data into useful
information?
A. data analytics
B. marketing measurement
C. marketing metrics
D. advertising measurement
E. key performance indicators
Which of the following is NOT among Kotler’s 4 Cs?
A. customer value
B. cost
C. credit
D. communication
E. convenience
Before beginning the marketing research process, a company should do which of the
following?
A. develop consumer insights
B. follow a formal process to determine whether research is warranted
C. formulate the research question
D. identify existing sources of information
E. select a research design
A company implementing CRM is better off collecting ________ information than
________ information.
A. personal; purchase history
B. personal; financial
C. differentiation; identification
D. too much; too little
E. too little; too much
When consumers are highly involved with the purchase of an expensive product and
they perceive significant implications if a poor choice is made, they most likely will
undertake ________.
A. limited problem solving
B. significant problem solving
C. routine response problem solving
D. habitual behavior
E. impulsive behavior
The business segmentation variable of ________ refers to where power resides in an
organization.
A. demographics
B. purchasing approaches
C. customer operating characteristics
D. personal characteristics
E. benefits sought
Refer to the scenario below to answer the following questions.
The Treble Clef offers a complete line of sheet music, musical instruments, and novelty
gifts of a musical nature. In recent years, owner Gary Zahn has even served as the local
representative of several musical instrument manufacturers, providing a contact person
for three local school districts. “If we don’t have it, chances are excellent that we can 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 musical knickknacks in the store.
Gary spends most of his time making presentations to beginning music students at the
local schools and making biweekly visits to the schools in order to deliver instruments,
make minor repairs when possible, or pick up instruments to ship to the manufacturer
for more complicated repairs.
After dragging his feet for quite some time, Gary was convinced that a Treble Clef Web
site could benefit a variety of customers. He began with a simple site explaining store
hours and depicting 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 the 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.
“I don’t know how we did it without our Web site,” Gary admitted. “It allows us to be so
responsive. And our novelties sales have doubled!”
Gary has decided to spend $35,000 in the next six month advertising Treble Clef. He
has written out a document that lists the different local newspapers, radio stations, and
cable television networks he plans to advertise in, as well as the number of times he
wants advertisements to run and when. The document also includes a description of the
two billboards near the store that Gary wants to arrange to advertise on for three
months. This document is Treble Clef’s ________.
A. media placement
B. media plan
C. media audit
D. scatter buy
E. media optimization
What is the term used to identify the individuals in a company who travel to call on
customers in the field?
A. product sales force
B. outside sales force
C. inside sales force
D. industry sales force
E. customer sales force
A company would be most likely to use which of the following to weed out unprofitable
customers and target the most profitable ones for pampering?
A. CPV
B. CSR
C. NGO
D. CLV
E. the four Ps
In which stage of the personal selling process would a salesperson say, “I’m able to give
you a low introductory price if you place your order by the end of the week”?
A. preapproach
B. close the sale
C. prospecting
D. overcoming objections
E. follow-up
Staples Office Supply opened an online store that created competition with many of its
dealers. The corporate office created a ________ conflict.
A. multichannel
B. conventional
C. logistics
D. horizontal
E. intermediation
U.S. sugar import quotas have existed for more than fifty years and preserve about half
of the U.S. sugar market for domestic producers. Why does the United States continue
to have these quotas?
A. to reduce competition for its domestic sugar industry
B. to increase the cost of sugar
C. to control the supply and demand for sugar
D. to support a mass market for sugar
E. to improve the promotion of sugar
Frequent flier miles are an example of ________ programs.
A. customer differentiation
B. customer identification
C. loyalty
D. customer lifetime
E. product champion
When considering the marketing mix in international marketing, advocates of ________
would be most likely to focus on the similarities among cultures and argue that basic
needs and wants are the same everywhere.
A. nationalization
B. standardization
C. privatization
D. jurisdiction
E. extraterritoriality
________ are the sum of the ________ and ________ for any given level of
production.
A. Fixed costs; variable; total costs
B. Fixed costs; total; unit costs
C. Variable costs; fixed; total costs
D. Total costs; fixed; variable costs
E. Break-even costs; fixed; total costs
A(n) ________ is used to determine the net worth of a business.
A. business statement
B. income statement
C. capitalization statement
D. cash-flow statement
E. balance sheet
The break-even volume is the point at which ________.
A. the total revenue and total costs lines intersect
B. demand equals supply
C. the production of one more unit will not increase profit
D. the company can pay all of its long-term debt
E. a firm’s profit goal is reached
Explain why national marketers might pay particular attention to the preferences of
consumers in large states such as New York and California.
Kim Smith is a sales manager for a large corporation. When organizing her sales force,
Kim decided to have each selling team focus on only one very large customer. Kim has
used the ________ sales force organization.
A. geographic
B. product line
C. services
D. key accounts
E. industry
________ buy mostly from producers and sell to retailers, institutions, and government
agencies.
A. Nonstore retailers
B. Factory outlets
C. Wholesalers
D. Discount stores
E. Superstores
While preparing the marketing plan for a new product line called Nature & Nurture,
Jonas wrote the following: “The target Nature & Nurture customer is female, married,
between the ages of 30 and 45, and has one or two children under the age of five. She
has completed college and some graduate work, and has a combined household income
over $70,000 per year.” This statement belongs in the ________ section of the
marketing plan.
A. company description, purpose, and goals
B. marketing situation
C. executive summary
D. measurement and controls
E. forecasting
Mercy University’s initial ads for the school’s new MBA program are most likely
intended to create ________.
A. reinforcement
B. awareness and interest
C. preference
D. insistence
E. conviction
Which type of positioning is based on the attributes of products or services and their
corresponding benefits?
A. unique
B. symbolic
C. functional
D. experiential
E. optimized
In the marketing communications process, a consumer request for additional
information on a product is an example of ________.
A. decoding
B. noise
C. feedback
D. encoding
E. viral marketing
In which of the following situations would personal selling be the LEAST cost-effective
choice?
A. a manufacturer selling a line of running shoes to a chain of department stores
B. an automobile dealer selling luxury cars
C. a real estate agent selling a home
D. a chain of supermarkets selling convenience products
E. a computer systems firm selling hardware and software to a large business
Prices of shopping products are typically higher than the prices of ________ products
but lower than the prices of ________ products.
A. unsought; convenience
B. convenience; specialty
C. specialty; unsought
D. unsought; specialty
E. specialty; convenience