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Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois.
At Zenith, Ralph's primary responsibility revolves around digging deeply into customer
data to gain valuable insights about customer needs, motives, and attitudes. This data is,
in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's
position at Zenith requires him to focus primarily on ________.
A) customer sales
B) human resource management
C) risk assessment
D) financial analysis
E) customer relationship management
Which of the following is the best way for a company to increase selling time?
A) implementing high-commission plans
B) reducing the number of customers
C) sharing less information with customers
D) simplifying administrative duties
E) implementing mass customization
Which of the following is most likely true about using a pulsing schedule for an ad?
A) The ads would achieve maximum awareness.
B) The costs of advertising would be low.
C) The only effective medium would be radio.
D) The ads would negatively affect the image of the brand.
E) The ads would lack flexibility.
Hart's Department Store was accused of deceptive promotion. Which of the following
best explains what might have happened?
A) Hart's refused to advertise sale prices in the local paper.
B) Hart's advertised a bargain price on an out-of-stock product.
C) Hart's advertised a large price reduction from a phony high retail list price.
D) Hart's used misleading labeling on certain products.
E) Hart's exaggerated its package contents through subtle design.
Which of the following promotion categories is most likely to include the use of
displays, discounts, coupons, and demonstrations?
A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising
A market segment that is large enough or profitable enough to serve is ________.
A) measurable
B) accessible
C) substantial
D) profitable
E) differentiable
Robin works in a manufacturing company in Ohio. She sells products and handles
customer requests via the company's online live chat feature. In her company, Robin is
most likely a part of the ________.
A) outside sales force
B) inside sales force
C) product designing team
D) operations management team
E) executive management
________ companies use both offline and online marketing channels.
A) Start-up
B) Click-only
C) Multichannel marketing
D) Brick-and-mortar
E) Brick-only
A(n) ________ consists of people and procedures dedicated to assessing information
needs, developing the needed information, and helping decision makers use the
information to generate and validate actionable customer and market insights.
A) enterprise planning system
B) enterprise information system
C) marketing information system
D) corporate performance management
E) geographic information system
Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike
swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and
are indicative of ________ differentiation.
A) people
B) image
C) channel
D) services
E) product
Changing promotions to suit local markets is known as ________.
A) straight product extension
B) ambush marketing
C) communication adaptation
D) product adaptation
E) standardized global marketing
________ is an organized movement of concerned citizens, businesses, and government
agencies to protect and improve people's current and future living conditions.
A) Consumerism
B) Environmentalism
C) Protectionism
D) Socialism
E) Aestheticism
________ refers to the characteristics of a product or service that bear on its ability to
satisfy stated or implied customer needs.
A) Brand equity
B) Product quality
C) Product labeling
D) Brand image
E) Brand personality
A(n) ________ does not take title to goods and represents buyers or sellers on a more
permanent basis than a broker.
A) full-service wholesaler
B) industrial distributor
C) agent
D) retailer
E) cash-and-carry wholesaler
Progressive Insurance uses Flo to represent its product. Which of the following message
execution styles was used by Progressive Insurance?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
As a manufacturer increases the price, ________.
A) efficiency drops
B) the break-even volume drops
C) competition is minimized
D) the total costs increase
E) the profit margin shrinks
________ consists of inviting 6 to 10 people to meet with a trained moderator to talk
about a product, service, or organization.
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing
Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct marketing
A market research firm conducts a survey of soft-drink consumers to assess Pepsi's and
Coke's strengths and weaknesses in attributes valued by both company's target
customers. The market research firm is using a(n) ________.
A) customer lifetime value estimation
B) global marketing strategy
C) competitive marketing strategy
D) customer value analysis
E) blue ocean strategy
Which of the following statements is most likely true about radio as an advertising
medium?
A) Radio advertising is typically quite expensive.
B) Radio ensures good attention from the target audience.
C) Radio offers very low audience selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio advertising is characterized by good local acceptance.
Symmonds Inc., a company manufacturing breakfast cereals, has extended its special
Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and
sandwich spreads, butter, and doughnuts. This is an example of ________.
A) line extension
B) brand extension
C) licensing
D) co-branding
E) cannibalization
The so-called green movement encourages companies to ________.
A) actively resist social change
B) operate freely in the black market
C) go beyond government regulations
D) institute deregulation
E) curb organizational anarchy
In the context of geographical shifts in population, the migration toward ________
areas has resulted in a rapid increase in the number of people who telecommute.
A) urban
B) remote
C) rural
D) metropolitan
E) micropolitan
Michael Porter suggested four basic competitive positioning strategies that companies
can follow, three winning strategies and one losing one. Name and describe these four
different strategies.
List any four major media types and identify some of the strengths and weaknesses of
each of them.
Why is demand in the business market mostly inelastic?
Describe the six buyer-readiness stages along with the marketing strategies used at each
stage.
Discuss the international marketing objectives and policies a company should try to
define before going abroad.
Identify the major sources of external new product ideas and explain why these sources
offer advantages over internal sources.
What are the steps of the marketing research process? How do companies conduct
research?
Many subcultures make up important market segments. Examples of three such
important subculture groups include Hispanic Americans, African Americans, and Asian
Americans. Describe the general shopping-related characteristics of each of these
groups.
Explain the different segmentation variables used in segmenting consumer markets.
