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________ is the systematic design, collection, analysis, and reporting of data relevant to
a specific marketing situation facing an organization.
A) Product marketing
B) Strategic planning
C) Marketing research
D) Market segmentation
E) Causal research
Answer:
Which of the following is the fastest growing form of direct marketing?
A) ambush marketing
B) digital marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing
Answer:
Kellogg ads in the United States promote the taste and nutrition of Kellogg's cereals
versus competitors' brands. In France, where consumers drink little milk and eat little
for breakfast, Kellogg's ads must convince consumers that cereals are a tasty and
healthful breakfast. Which marketing strategy is being followed by Kellogg?
A) straight product extension
B) product adaptation
C) product invention
D) communication adaptation
E) straight communication extension
Answer:
Which of the following involves the producer agreeing not to sell to other dealers in a
given area, or the buyer agreeing to sell only in its own region?
A) closed loop marketing
B) uniform-delivery pricing
C) exclusive territorial agreement
D) cross merchandising
E) nationalized marketing
Answer:
A ________ contains from 50 to 100 stores, is like a covered mini-downtown, and
attracts customers from a wide area.
A) community shopping center
B) neighborhood shopping center
C) central business district
D) regional shopping center
E) strip mall
Answer:
Which of the following refers to a positive incentive intended to increase the sales force
effort?
A) sales contests
B) prospecting
C) telecommuting
D) sales collateral
E) annual sales plan
Answer:
The managers of Alfredo's Pizza, a popular pizzeria in New York City, have been
increasingly encouraging senior citizens to visit the pizzeria's numerous outlets spread
across the city. Anticipating a rise in the population of senior citizens in the area, the
management of Alfredo's Pizza is seeking to tap into this promising segment that
consists of retired, affluent consumers. In this instance, the managers of Alfredo's Pizza
are anticipating company growth through ________.
A) market development
B) product development
C) mass customization
D) niche marketing
E) product differentiation
Answer:
________ involves systematically developing networks of supplier-partners to ensure a
dependable supply of products and materials for use in making products or reselling
them to others.
A) Supplier development
B) Business buying
C) Supplier quality assurance
D) Relationship management
E) Executive development
Answer:
A(n) ________ is a written representation of a salesperson's completed activities.
A) bill of sale
B) call report
C) tender
D) sales quotation
E) contract of sale
Answer:
Which of the following is an advantage of using an internal database?
A) Data always remains current in internal databases.
B) Highly sophisticated equipment and techniques are not required for maintaining
internal databases.
C) Internal databases can be accessed more quickly and cheaply than other information
sources.
D) Internal databases require less maintenance efforts.
E) Information obtained from internal databases is almost always sufficient for making
marketing decisions.
Answer:
Refer to the scenario below to answer the following question(s).
Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a
merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a
popular family attraction with 20 rides, a restaurant, and an outdoor performing arts
theater.
"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart,
the owner. "We just knew that weekenders coming to the lakes in our rural area
represented an untapped market."
Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even
senior citizens who enjoy strolling through the gardens and the arbors. "There's
something here for everyone," Gail Hart said with a smile. "Dozens of companies hold
annual company picnics here. We have welcomed class field trips. And we even had
one wedding here at the park!"
"Here's the funny thing," Ron chimed in. "We really don't know why we've been so
successful. There is nothing else like Fun-Spot Fun Park in the area. We were just
lucky." "I think it's the ambience of the park that has brought so many visitors," Gail
added. "We provide a 'total package' of entertainment. Plus, we try to change our rides
and various attractions from time to time for variety."
Ron and Gail Hart admitted that making every visitor happy is a priority. "That has
always been our philosophy," they said. "Like the park's motto at the entrance reads,
'We're here to make you happy!' And we've always been able to deliver on that because
we've never allowed ourselves to grow too big too quickly."
Fun-Spot's mission is ________.
A) product oriented
B) technology oriented
C) market oriented
D) design oriented
E) narrowly focused on profits
Answer:
When the size, purchasing power, and profile of a market segment can be calculated,
the market is ________.
A) measurable
B) profitable
C) substantial
D) actionable
E) competitive
Answer:
An analysis conducted to determine what benefits target customers value and how they
rate the relative value of various competitors' offers is known as ________.
A) customer lifetime value
B) customer value analysis
C) quantitative analysis
D) brand value proposition
E) benchmarking
Answer:
Whitelight sells its toothpastes in many convenience stores across the country. This is
an example of ________ distribution.
A) exclusive
B) selective
C) hybrid
D) intensive
E) normal
Answer:
________ refers to the amount of money charged for a product or service.
A) Value
B) Cost
C) Price
D) Wage
E) Salary
Answer:
Which of the following is most likely influenced by marketers?
A) population shifts
B) core cultural values
C) income distribution
D) ethnic diversity
E) media
Answer:
Which of the following is most likely a disadvantage of viral marketing?
A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very expensive.
C) Marketers have little control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the
targeted market.
E) Viral marketing messages are blocked by most search engines.
Answer:
Gilron Holidays runs a premium membership club that caters to customers whose
annual salary exceeds $100,000. Members of this club are offered seasonal discounts on
select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n)
________ segmentation approach.
A) gender
B) income
C) occasion
D) benefit
E) geographic
Answer:
The ________ organization is the most common type of contractual relationship.
A) franchise
B) horizontal
C) conventional
D) multi-national
E) entrepreneurial
Answer:
Which of the following companies has a market-oriented business definition?
A) An electronics company, whose business definition is: "We produce microchips."
B) A hotel, whose business definition is: "We rent rooms."
C) An apparel company, whose business definition is: "We make and sell women's
clothing."
D) A cosmetic company, whose business definition is: "We sell hope and self-esteem."
E) A pizzeria, whose business definition is: "We sell the world's most delicious
thin-crust pizzas."
Answer:
Whereas the mass marketer achieves ________, the nicher achieves ________.
A) low margins; low volume
B) low volume; high margins
C) high volume; high margins
D) high volume; low margins
E) high margins; high volume
Answer:
________ is an organized movement of citizens and government agencies to improve
the rights and power of buyers in relation to sellers.
A) Environmentalism
B) Protectionism
C) Liberalism
D) Consumerism
E) Capitalism
Answer:
The ________ of the product mix refers to how closely related the various product lines
are in end use, production requirements, distribution channels, or some other way.
A) length
B) depth
C) consistency
D) width
E) height
Answer:
________ are the first link between the seller and the final buyer. They move company
products from points of production to the borders of countries within which they are
sold.
A) Channels between nations
B) Channels within nations
C) Retail channels
D) Large-scale channels
E) Value chain channels
Answer:
Which of the following is most likely an advantage of viral marketing?
A) Viral marketing reinforces consumers' attitudes about a brand.
B) Most messages are likely to "go viral."
C) Consumers want to be a part of viral marketing.
D) Viral marketing can easily be successfully accomplished.
E) Viral marketing produces engagement and positive exposure for a brand.
Answer:
What type of pricing is being used when a company temporarily prices its product
below the list price or even below cost to create buying excitement and urgency?
A) segmented pricing
B) international pricing
C) reference pricing
D) promotional pricing
E) basing-point pricing
Answer:
The buyer decision process consists of five stages. Which of the following is NOT one
of these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior
Answer:
All of the following are basic types of compensation plans for salespeople EXCEPT
________.
A) straight commission
B) straight salary
C) salary plus commission
D) salary plus company shares
E) salary plus bonus
Answer:
In a(n) ________, two or more companies at one level join together to follow a new
marketing opportunity.
A) administered vertical marketing system
B) horizontal marketing system
C) corporate vertical marketing system
D) hybrid distribution system
E) conventional marketing system
Answer:
Venus Inc., a company designing and marketing branded diamond jewelry, targets
wealthy consumers with similar needs and buying behaviors, even though the
consumers are located in different countries. This is an example of ________
segmentation.
A) intermarket
B) loyalty
C) life-cycle
D) income
E) psychographic
Answer:
Name some common convenience products.
Answer:
Why are critics concerned about companies acquiring competitors?
Answer:
What is the function of a marketing information system (MIS)?
Answer:
What are the major structural factors affecting long-run segment attractiveness?
Answer:
How can wholesalers improve their use of promotions?
Answer:
How are specialty products distributed?
Answer:
Describe and compare the three different categories of deceptive marketing practices.
Answer:
Define consistency of the product mix.
Answer:
What are marketing intermediaries and what are the various types?
Answer:
How have shopping centers changed in the past few decades?
Answer:
Describe the nature of personal selling and the role of the sales force.
Answer:
Public relations specialists use several tools. Identify three of these tools and describe
how they can help a company communicate with the public.
Answer:
Explain how the PLC applies differently to a product class than to a product form.
Answer:
Briefly explain the concept of brand equity.
Answer:
What are two possible risks involved with licensing?
Answer:
