Darius Group, a marketer of high-fashion products, achieved a company turnaround by
ensuring that its brand had the same image and proper display around the world. It also
lowered prices on some items, like handbags, to be more competitive. This illustrates a
company working to develop a marketing mix that is both .
a. consistent and flexible b. variable and flexible
c. variable and rigid
d. consistent and rigid
e. unconventional and rigid
Product placement is a form of advertising that strategically locates products or product
promotions within entertainment media to reach the product’s target markets.
a. True
b. False
If a research method measures what it is supposed to measure, it is said to be reliable.
a. True
b. False
An undifferentiated targeting strategy does not target a single market with one
marketing mix.
a. True
b. False
A marketer may segment a market in terms of the benefits that customers expect to
receive from a particular product.
a. True
b. False
Publix Supermarket is revising its marketing plan for the upcoming quarter. It typically
focuses on its wide variety of products and its high quality customer service, having
very few weekly ‘œsales.’ However, during the upcoming quarter, Publix plans to focus
on price and value, and promote weekly ‘œvalues’ instead. Hence, this supermarket is
most likely in:
a. inflation.
b. prosperity.
c. recession.
d. depression.
e. recovery.
Everglide is a manufacturer and marketer of tires for new passenger cars. In recent
years, the company’s business has declined because of the overall decrease in consumer
demand for new cars. In this case, the demand for Everglide’s tire products is said to be,
since it depends on the demand for new cars.
a. inelastic
b. fluctuating
c. derived
d. elastic
e. non-derived
The owner of a trucking business, who buys gasoline from the nearby service station for
his company’s trucks, is a part of a business market.
a. True
b. False
Which of the following types of a competitive structure exists when just a few sellers
control a large portion of the supply of a product?
a. Monopoly
b. Oligopoly
c. Monopolistic competition
d. Mixed competition
e. Pure competition
Through technology assessment, managers try to foresee the effects of new products
and processes on the firm’s operations and on society.
a. True
b. False
Smart Balance produces a line of milk products that are lactose-free. The milk comes in
pint, quart, and half-gallon cartons, as well as 16-ounce glass bottles. Smart Balance
sells its pint cartons to school systems, its quart and half- gallon cartons to grocery
stores, and its glass bottles to vending machine operators. Smart Balance appears to use
a(n)____ strategy in marketing its product to a target market that is likely to be.
a. undifferentiated; homogeneous
b. undifferentiated; heterogeneous
c. differentiated; homogenous
d. differentiated; heterogeneous
e. concentrated; heterogeneous
Scenario 6.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions,
including information from friends and family members. One of the most dissatisfying
consumer experiences is with auto repair. Aware of this, Kate has asked several of her
friends and family members where they have their cars repaired, since she has
experienced a problem starting her car when the weather is cold. Kate has heard that
Skola’s Auto Repair has reasonable prices, but it can be difficult to get an appointment.
Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop
over others. The type of decision making behavior that Kate is expressing to select an
auto repair shop would be:
a. enduring involvement.
b. extended decision making.
c. routinized response behavior.
d. perceptual mapping.
e. limited decision making.