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Which of the following terms best represents the communication channel which a
company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
Online ads that incorporate animation, video, sound, and interactivity are called
________.
A) search-related ads
B) parody ads
C) content-based ads
D) digital catalogs
E) rich media ads
Which of the following is the most logical budget-setting method?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) exponential smoothing method
In ________, text-based ads and links appear alongside search engine results on sites
such as Google, Yahoo!, and Bing.
A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds
________ involves cultivating opinion leaders and getting them to spread information
about a product or a service to others in their communities.
A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations
Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific
models. Only Multiprint cartridges are compatible with Multiprint printers, and no two
of the firm's models share the same specifications. What type of pricing does Multiprint
use?
A) product line pricing
B) optional product pricing
C) captive product pricing
D) by-product pricing
E) product bundle pricing
News conferences, press tours, and grand openings are examples of ________, a type of
tool commonly used by public relations professionals.
A) public service activities
B) special events
C) social networking
D) development
E) investor relations
________ is the product life cycle period when sales fall off and profits drop.
A) Introduction
B) Growth
C) Maturity
D) Decline
E) Product development
________ occurs when a company introduces additional items in a given product
category under the same brand name, such as new flavors, forms, colors, ingredients, or
package sizes.
A) Line extension
B) Megabranding
C) Interactive marketing
D) Internal marketing
E) Co-branding
Which of the following would most likely be included in an executive's write up of a
new-product idea to be presented to a new-product committee?
A) the proposed customer value proposition
B) the product image
C) the marketing strategy
D) the business analysis
E) the pricing strategy
In a SWOT analysis, ________ include favorable trends in the external environment.
A) strengths
B) challenges
C) weaknesses
D) opportunities
E) threats
Each company must divide up the total market, choose the best segments, and design
strategies for profitably serving chosen segments. This process involves market
segmentation, ________, differentiation, and positioning.
A) market targeting
B) marketing implementation
C) supply-chain analysis
D) price discrimination
E) market diversification
The key businesses of Kimberley and Price consist of a division that produces and sells
breakfast cereals and another that manufactures gardening tools. Each of these
businesses is called a ________.
A) market segment
B) strategic business unit (SBU)
C) question mark
D) prospect
E) product portfolio
Which term refers to an in-store machine that allows a customer to order merchandise
not carried in the store?
A) kiosk
B) automated teller machine
C) virtual catalog
D) interactive TV
E) direct-response device
Which of the following categories in the customer database includes information on
customers' age, income, and birthdays?
A) demographic data
B) psychographic data
C) geographic data
D) buying behavior data
E) census data
A(n) ________ is a set of symbols that the sender transmits.
A) encoder
B) feedback loop
C) message
D) media
E) decoder
Cabela's stores are as much natural history museums for outdoor enthusiasts as they are
retail outlets. This information indicates that Cabela's is practicing ________.
A) wholesaling
B) nonstore retailing
C) shopper marketing
D) experiential shopping
E) showrooming
Which of the following is an indirect business marketing channel?
A) producer to retailer to business distributor
B) producer to wholesaler to retailer to end-consumer
C) producer to end-consumer to business distributor
D) producer to retailer
E) producer to business distributor to business customer
