In the growth of smartphones a new technology called _____ enables companies to
send messages from automated applications to people on everything from alerts from
their banks to special offers from retailers.
A. IM
B. SMS
C. M-commerce
D. A2P
E. CPD
Subjective methods of forecasting do not include _______.
A. User expectations
B. Sales force composite
C. Market test
D. Delphi technique
E. Jury of executive opinion
An offering today is considered to be the ___________ of the marketing mix.
A. Product
B. Price
C. Promotion
D. Place
E. Brand
Firms that are customer-centric exhibit a high degree of customer orientation. This
means that they _______________.
A. Instill an organization-wide focus on understanding customers’ requirements
B. Generate an understanding of the marketplace and disseminate that knowledge to
everyone in the firm
C. Align system capability internally so that the organization can respond effectively
with innovative, competitively differentiated, satisfaction-generating foods and services
D. Both instill an organization-wide focus on understanding customers’ requirements
and Generate an understanding of the marketplace and disseminate that knowledge to
everyone in the firm
E. Instill an organization-wide focus on understanding customers’ requirements,
Generate an understanding of the marketplace and disseminate that knowledge to
everyone in the firm, and Align system capability internally so that the organization can
respond effectively with innovative, competitively differentiated,
satisfaction-generating foods and services
The role of retailing is to _________________.
A. Offer variety to customers
B. Separate large product volume into consumer purchase quantities
C. Maintain inventory levels
D. Make additional services available
E. All of these
José’s and Maria’s son Jorge is a talented swimmer. The pool where he takes
swimming lessons is 45 miles from their home in suburban Atlanta. ________ utility is
not part of the roundtrip they make six days a week.
A. Form
B. Time and place
C. Ownership
D. Form and ownership
E. Place
As with average-cost pricing, the effectiveness of __________________ is highly
dependent on the accuracy of the forecast.
A. Cost-plus pricing
B. Price war
C. Markup on sales price
D. Average-cost pricing
E. Target return pricing
Germany should be classified as being in the __________ stage of development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption
The business market purchase decision process is triggered by someone inside the
company who _____________.
A. Seeks sales proposals
B. Defines the need and product specifications
C. Recognizes a need
D. Makes the purchase decision
E. Searches for suppliers
Brand Electronics’ marketing manager would like to know about the typical consumer
who purchases handheld computers. He begins by searching online and in databases for
this information, but soon discovers that a product is too new for the sources to be of
help. In this instance he will need ________ data to solve his research problem.
A. Secondary
B. Governmental
C. Experimental
D. Primary
E. Observational
KFC is very protective of its “Seven Herbs and Spices” recipe intellectual property,
which, in the view of the company, gives them a significant competitive advantage over
other chicken restaurants, and will use any legal resource available to protect its
patented formula. This is an example of the _____ dimension of brand equity.
A. Brand assets
B. Brand association
C. Brand awareness
D. Brand loyalty
E. Perceived quality
The marketing manager at Little Red Schoolhouse Architects, a firm that specializes in
the design of school buildings, discovered a glitch in the software that the firm uses and
that some of its most recent projects will come in overbudget. A discussion of this
would be included in the ________ section of the SWOT.
A. Strengths
B. Threats
C. Opportunities
D. Strategies
E. Weaknesses
High-tech media options as well as traditional advertising are part of the ____________
aspect of the marketing mix.
A. Product
B. Price
C. Promotion
D. Place
E. Brand
The science behind the L’Oréal Youth Code product development is an example of a
__________ approach to advertising execution.
A. Moral
B. Rational
C. Research-based
D. Lifestyle
E. Mood
One benefit of magazine advertising is ______________________________________.
A. The ad space is guaranteed in a location
B. The message can be personalized
C. There is a longer shelf life
D. Magazines have high frequency
E. All of these are benefits
When a marketing company responds to an RFP, _____________.
A. It presents clearly how the marketing company’s products will meet the product
specifications detailed in the RFP
B. It makes a case for selecting the marketing company by presenting any additional
information such as unique product features it possesses
C. It succinctly presents the superior service of the marketing company
D. All of these
E. None of these
The price of a barrel of oil has varied dramatically in the last few years. When the price
of oil is high, automobile drivers look to find ways to drive less. An examination of this
issue would be in the ________ section of the marketing plan.
A. Bargaining power of buyers
B. Bargaining power of suppliers
C. Threat of new entrants
D. Threat of substitute products
E. Rivalry among existing firms
Relationship-oriented firms _______________.
A. Are driven by meeting this quarter’s financial projections
B. Seek the most profitable customers who are highly satisfied with the firm’s offering
C. Constantly invest in new customers and hope they become long-term
D. Often scramble to replace lost customers
E. Try to retain all customers
_____________ remit monies to purchasers after the fact.
A. Fixed costs
B. Variable costs
C. Total costs
D. Discounts
E. Allowances
A service is a product in a sense that it represents a bundle of benefits that can satisfy
customer wants and needs, yet it does so __________.
A. Without people
B. Without price perceptions
C. Without physical form
D. Without time utility
E. None of these