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The marketing mix refers to the set of marketing tools the firm uses to implement its
marketing strategy.
Using value-based pricing, a marketer would not design a product and marketing
program before setting the price.
Green retailing yields both top- and bottom-line benefits.
Marketing is managing profitable customer relationships.
Companies with multiple products or businesses typically choose one marketing
strategy for all their different businesses or products.
Social media marketing can be inexpensive for companies to use.
The biggest involvement in a foreign market comes through exporting'”entering foreign
markets by selling goods produced in the company's home country.
New communications technologies such as cell phones and the Internet give companies
new media for interacting with targeted consumers, but these new technologies also
give consumers more control over the advertising messages they receive.
Cost-based pricing involves setting prices based on consumer perception of value.
Spam is unsolicited, unwanted commercial e-mail messages that clog up users'
e-mailboxes.
For market skimming to be successful, the costs of producing a smaller volume cannot
be so high that they cancel the advantage of charging more.
The production concept and the product concept are marketing management
orientations that are more likely to lead to marketing myopia.
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 sends samples of sheet music to schools for demonstration or presentation. Which
of the following types of marketing is being illustrated from this statement?
A) kiosk marketing
B) viral marketing
C) direct-mail marketing
D) telemarketing
E) direct-response television marketing
Which of the following is part of an internal green marketing program?
A) design for environment practices
B) cradle-to-cradle practices
C) biodegradable packaging
D) product stewardship
E) new clean technology
Critics claim that firms are harmed and competition is reduced when companies expand
by ________.
A) developing their own new products
B) diversifying into new industries
C) acquiring competitors
D) developing new markets
E) initiating joint ventures
Which of the following marketing orientations holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the societal marketing concept
All of the following are difficulties associated with selling to government buyers
EXCEPT ________.
A) excessive paperwork
B) bureaucracy
C) strict regulations
D) high advertising costs
E) decision-making delays
Refer to the scenario below to answer the following question.
Casey Brickly opened The Landing, a convenience store on the north shore of Witmer
Lake, in 1962. With a sandwich counter on one side and a bait shop and grocery on the
other, The Landing was an immediate hit with weekend lake visitors and local residents
alike. In the summer, boaters parked at the piers and bought all their fishing needs, such
as rods and reels, bait, snacks, and soft drinks at The Landing. Even during the winter
months, snowmobilers and ice fishermen were lured to The Landing for snacks and hot
coffee or hot chocolate.
As time passed, the business changed and grew tremendously. What was formerly a
weekend tourist area gradually became a full-fledged residential area. Many of the
houses, which were built as cottages in the 1950s and 1960s, were remodeled into
residential homes. By the end of the 1970s, the days of small motorboats and 10
mile-per-hour speed limits were gone; skiing and fast speedboats became the rage.
Through it all, The Landing continued to attract flocks of patrons.
In the 1980s, however, Casey started to realize that the grocery area in The Landing
could not compete with larger local retailers. He eventually enlarged the sandwich
counter, transforming the bait shop and grocery into a restaurant with a full menu
typical of any diner. "Getting rid of the bait shop was hard to do," Casey admitted. "I
still had a summer crowd that relied on us for their fishing needs, but we couldn't
survive a whole year on four months of profit."
In the early 2000s, the atmosphere of Witmer Lake and the neighboring lakes became
upscale. "I could see that people were spending more on their speed boats than what
they had originally paid for their cottages!" Casey exclaimed. Many of the cottages
were inherited by children and grandchildren of the original owners. Once again, the
scene started to change as many of the lake houses were used only as weekend lake
homes. Unlike the previous generation, a vast number of the current owners could
afford to live closer to their jobs while maintaining lake homes. "At this point, business
wasn't growing," Casey said.
As local competition continued to increase, Casey converted the diner of The Landing
into a bar with a lounge area. "The change might have been too drastic," Casey said,
"but it was the only way we could maintain a strong, year-round business in spite of the
population shifts and competitive forces."
Which of the following generational groups is most likely to represent the present
owners of cottages surrounding Witmer Lake?
A) Baby Boomers
B) Echo Boomers
C) Gen Xers
D) Lost Generation
E) Millennials
________ are huge unenclosed shopping centers consisting of a long strip of retail
stores, including at least one large, freestanding anchor store like Walmart. Each store
has its own entrance with parking directly in front for shoppers who wish to visit only
one store.
A) Shopping malls
B) Power centers
C) Superstores
D) Chain stores
E) Regional shopping centers
Which of the following is true with regard to geographic organization?
A) It is the most common form of marketing organization.
B) Different marketing activities are headed by a functional specialist.
C) It requires salespeople to have international experience.
D) It reduces the overall efficiency of salespeople.
E) It allows salespeople to work with a minimum of travel time and cost.
Through ________, an organization in the foreign market buys the right to use a
company's manufacturing process, trademark, patent, trade secret, or other item of
value.
A) indirect exporting
B) licensing
C) contract manufacturing
D) management contracting
E) joint ownership
Which of the following is true about customer relationship management (CRM)?
A) Data mining has limited applicability in CRM activities.
B) Sophisticated analytical tools are sparingly used in CRM activities.
C) CRM reduces the number of customer touch points.
D) CRM aims to maximize customer loyalty.
E) CRM enables firms to compare various product and service categories.
SkyWalk Aeronautics Limited received orders for 25 cargo air carriers from Zephyr
Cargo Limited through its Web site in 2013. This is an example of ________.
A) order-routine specification
B) supplier selection
C) e-procurement
D) proposal solicitation
E) customer relations management
Companies need to know each competitor's product quality, features, and mix; customer
services; pricing policy; distribution coverage; sales force strategy; and advertising and
sales promotion programs. These are all the dimensions that identify ________ groups
within the industry.
A) target
B) focus
C) control
D) strategic
E) experimental
Sigma Inc. has 2,000 Type-A accounts, each requiring 35 calls per year, and 1,000
Type-B accounts, each requiring 15 calls per year. What is the sales force's workload?
A) 15,000 calls
B) 35,000 calls
C) 70,000 calls
D) 85,000 calls
E) 95,000 calls
Companies that use brand ambassadors are most likely involved in ________
marketing.
A) ambush
B) spam
C) buzz
D) viral
E) database
Which of the following refers to the course that a product's sales and profits take over
its lifetime?
A) total product process
B) service life
C) product mix
D) product life cycle
E) marketing mix
When McDonald's offers its products inside of a Walmart store, it is using a(n)
________.
A) conventional marketing system
B) corporate VMS
C) contractual VMS
D) administered VMS
E) horizontal marketing system
Environmentalists assert that the marketing system's goal should be to maximize
________.
A) sales and profits
B) consumer satisfaction
C) life quality
D) consumer choice
E) consumption
Why is a firm's organizational climate an important part of building a successful sales
staff?
Explain why selective attention is not controllable by a marketer.
What is a "public" in terms of the marketing environment? In a short essay, briefly
describe the different types of publics that marketers must consider and explain how
marketing might communicate with these publics.
How do the practices of high-low pricing and everyday low pricing differ?
How might a firm benefit from implementing an "intrapreneurial" program?
