A characteristic of B2B companies is that they often make products that end up as
___________ in a finished product.
A. Components
B. Labels
C. Minor features
D. Major features
E. Factoids
___________ is an Internet-driven relationship between companies, their brands, and
customers.
A. Interactive marketing
B. Personal selling
C. Direct marketing
D. Advertising
E. All of these
Target marketing is the process by which __________.
A. The market is divided into cohesive groups
B. The company evaluates segments and decides which ones have the most potential
for development
C. The company chooses which advertising strategy to use
D. Groups are evaluated on the basis of high or low churn to see which is the most
profitable
E. The company collects cookies to track everyone who visits its website
Courtney always purchases Coke products. She doesn’t even consider other beverages
when they are cheaper than Coke. This is an example of the _______ benefit of brand
equity for customers.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty
Crude oil is priced the same in every market by OPEC which uses a __________
strategy.
A. Going-rate pricing
B. One world price
C. Local market condition price
D. Transfer price
E. Cost-based price
Buy-one, get-one-free is an example of ___________________________.
A. Rebate program
B. Product placement
C. Multiple-purchase offer
D. Institutional advertising
E. Premium
Financing, market research, risk-taking, and other services are considered to be
_________________________.
A. Creating assortments
B. Reducing transactions
C. Transportation and storage functions
D. Facilitating functions
E. Disintermediation
While culture affects people in many ways, three factors are particularly relevant in
consumer behavior: _______, _______, and _________.
A. Language, values, attitudes
B. Language, attitudes, nonverbal communications
C. Values, attitudes, language
D. Values, beliefs, language
E. Language, values, nonverbal communications
______________ is an interactive marketing system that uses one or more advertising
media to effect a measurable response and/or transaction at any location.
A. Personal selling
B. Interactive marketing
C. Direct marketing
D. Public relations
E. Sales promotion
There are times when marketers forget that marketing is not just a department and they
fail to market the dashboard to __________.
A. Customers
B. Suppliers
C. Key stakeholders
D. The accounting group
E. The finance area
When a seller advertises an item at an unbelievably low price to lure customers into a
store, and then refuses to sell the advertised item and instead pushes a similar item with
a much higher price and higher margin, the seller is participating in the illegal practice
of _________________.
A. Price fixing
B. Price discrimination
C. Deceptive pricing
D. Bait and switch
E. Predatory pricing
_______________________ could lead the marketing manager to decide to price at
some market average price, or perhaps above or below it in the context of penetration or
skimming objectives.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing
High-tech media options like cell phones and the Internet have had a huge impact on
the ________ aspect of marketing.
A. Product
B. Promotion
C. Price
D. Distribution
E. Research
A(n) ________________ creates a powerful competitive advantage in the marketplace
due to cost and process efficiencies realized when a channel is strictly controlled by one
entity.
A. Insourcing arrangement
B. Vertical marketing system (VMS)
C. Corporate VMS
D. Contractual VMS
E. Administered VMS
Graduating from college, getting married, and having a child all transform an
individual’s buying habits and are referred to as the _______.
A. Lifecycle buying stages
B. Family life cycle
C. Life stage cycle
D. Lifestyle cycle
E. Family life stages
Accountants, purchasing agents, engineers, and other players in a buying center
perceive the evaluation of products in different ways, which makes a buying center
______________.
A. Less effective than a center handled only by purchasing
B. More effective since individuals with different perspectives gives a well-rounded
view of the purchase decision
C. Chaotic since there are so many different view points for a product evaluation
D. All of these
E. None of these
Outdated cell phones used in Europe or Asia have been introduced into the Latin
American markets. This is an example of ____________.
A. Forward extension
B. Product adaptation
C. Backward product invention
D. Product invention
E. Hybrid products
Generation X is often referred to as the ________.
A. Spoiled generation
B. No consumption generation
C. Millennial generation
D. Baby bust generation
E. None of these
Mi Casa, a furniture maker in Peru, has received an e-mail from an interior decorator in
Colombia asking the company to ship furniture to her clients. Mi Casa has shipped
outside Peru only three times in the past. Mi Casa’s position toward marketing is
classified as _________________________.
A. Foreign marketing
B. International marketing
C. Global marketing
D. No direct foreign marketing
E. Global partnerships