Six women were invited to participate in a discussion on motels, hotels, and resorts. A
discussion leader first asked them what differentiated motels, hotels, and resort
accommodations. Then she asked them to identify all the amenities they expect to find
in overnight accommodations. These six women and their group leader participated in
a(n) ________.
A) mall intercept
B) questionnaire
C) expert panel
D) case study
E) focus group
Which of the following is most likely exclusively distributed?
A) BMW automobiles
B) Diesel blue jeans
C) Bazooka bubble gum
D) Prairie Farms yogurt
E) Coca-Cola beverages
________, such as Target and Kohl’s, provide merchandise return and offer credit, but
customers select merchandise without much assistance.
A) Self-service retailers
B) Full-service retailers
C) Specialty retailers
D) Off-price retailers
E) Limited-service retailers
Which of the following is a management philosophy that focuses on satisfying
customers through empowering employees to be an active part of continuous quality
improvement?
A) cannibalization
B) total quality management (TQM)
C) Six Sigma
D) ISO 9000
E) ISO 14000
The first step in developing a positioning strategy is to ________.
A) set the marketing communications budget
B) identify segmentation variables
C) analyze the competitors’ positions in the marketplace
D) describe a product with a competitive advantage
E) create target markets
Which of the following is part of the product element of the marketing mix?
A) a quality discount
B) a store coupon
C) a newspaper advertisement
D) the packaging
E) publicity releases
Karen likes using the SERVQUAL scale to measure her clients’ perception of the
quality of her hair styling salon because it includes assessing ________, which involves
the physical facilities and equipment and professional appearance of the stylists. These
aspects are very important for the comfort of her clients.
A) tangibles
B) reliability
C) responsiveness
D) assurance
E) empathy
Which of the following is true about unstructured data?
A) It cannot be combined with other data sources.
B) Computer logic programs can identify and extract patterns in it.
C) It must be analyzed manually.
D) It is less valuable than structured data in terms of providing insights into customer
behavior.
E) It is more likely to come from direct sources than indirect sources.
Which of the following is most likely intensively distributed?
A) Olympus digital cameras
B) BMW automobiles
C) Diesel blue jeans
D) Coca-Cola beverages
E) Nike running shoes
A ________ is a distinct image that captures the character and benefits of a good or
service.
A) perceptual map
B) target market
C) brand personality
D) segment profile
E) trade promotion
Census data is an example of a ________ source of Big Data.
A) social media
B) partner database
C) commercial entity
D) government
E) corporate information technology
A(n) ________ occurs when Kirin Albers trades Max Lynch three hours of babysitting
his three-year-old daughter for fixing the hole in his porch roof.
A) differential benefit
B) promotion
C) exchange
D) collaborative consumption
E) virtual trade
The phenomenon of ________ includes consumers creating their own ads and buying
and selling products on eBay.
A) production orientation
B) the triple bottom line orientation
C) consumer-generated value
D) socially responsible marketing
E) the marketing concept
Through a(n) ________, IBM has developed technology that is capable of thinking in a
way that is closer to how humans think.
A) reality mining system
B) intelligent agent approach
C) data warehouse approach
D) data broker system
E) predictive analytics approach
Concrete measures of various aspects of marketing performance are called ________.
A) operational plans
B) marketing metrics
C) action plans
D) marketing objectives
E) pricing strategies
________ is a problem-solving process for getting an advertising message to a specific
target audience in the most effective fashion.
A) Pretesting
B) Lobbying
C) Media pulsing
D) Media planning
E) Sampling
When the seller takes on part or all of the cost of shipping, it is called ________.
A) freight absorption
B) F.O.B. factory
C) F.O.B. origin
D) uniform delivered
E) basing-point
A company that focuses on ________ is concerned with meeting present consumer
needs without compromising the ability of future generations to meet their needs.
A) the selling orientation
B) the production orientation
C) total quality management
D) sustainability
E) return on investment
Columbia Sportswear makes nylon activewear. Its marketing manager set a goal to
increase sales 12 percent over the next three years through the introduction of a new
line of comfortable, lightweight clothing for people who fish. The marketing manager is
engaged in ________.
A) operational planning
B) strategic planning
C) control planning
D) portfolio planning
E) functional planning
What type of software do salespeople use to track all aspects of customer interaction?
A) TQM (total quality management)
B) CRM (customer relationship management)
C) DRM (direct response management)
D) PR (public relations)
E) JIT (just in time)
Customers of a ________ buy most of the store’s products in larger-than-normal
packages and quantities.
A) warehouse club
B) department store
C) factory outlet store
D) leased department store
E) hypermarket
Tangibles, reliability, responsiveness, assurance, and empathy are the five dimensions
of service quality used in which of the following?
A) total quality management (TQM)
B) SERVQUAL
C) gap analysis
D) the critical incident technique
E) the market fulfillment approach
The three levels of business planning are ________.
A) managerial, operational, promotional
B) strategic, functional, operational
C) portfolio, strategic, functional
D) SWOT, strategic, tactical
E) operational, functional, tactical
The CEO, president, and top executive officers are responsible for ________ in the
strategic plan.
A) operational planning
B) developing the details of the pricing strategy
C) designing ad campaigns
D) defining the firm’s purpose
E) determining employee benefits
In a market with ________, there are many sellers, each offering a slightly different
product. Firms can differentiate products and focus on nonprice competition.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) a pure monopoly
E) socialism
A corporate VMS has the advantage of controlling the entire distribution chain under
________.
A) a profit-maximizing strategic plan
B) single ownership
C) mass distribution
D) a limited number of intermediaries
E) contractual agreements
A ________ is a set of related products a retailer offers.
A) merchandise mix
B) merchandise assortment
C) merchandise breadth
D) product depth
E) product line
Which of the following is true about a nonprobability sample?
A) The hierarchical sampling method is used to select people who appear most willing
to participate.
B) Representativeness is the key determinant of who participates.
C) A researcher uses personal judgment to select participants.
D) Every member of the population is included in the sample.
E) Each member of the population has some chance of being included in the sample.
Which statement is NOT true about the Hispanic American segment?
A) The Hispanic American segment is becoming a less important segment to marketers.
B) The Hispanic American segment is growing rapidly.
C) Hispanic Americans tend to be brand loyal, especially to products made in their
country of origin.
D) Hispanic Americans are a relatively young segment.
E) Hispanic American households are larger on average than other U.S. households.
To determine ________, firms compare the investments they make in acquiring and
retaining customers to the financial return on those investments.
A) segmentation
B) share of customer
C) brand personality
D) customer equity
E) positioning
The need to apply for a patent would most likely arise during which phase of new
product development?
A) business analysis
B) technical development
C) test marketing
D) strategy development
E) product proposal
Compare and contrast the four types of discount stores.
How do heuristics affect a consumer’s decision-making process? Give two examples of
heuristics you might use when shopping.
What is the difference between catalogs and direct mail?
What are the basic differences between sales promotion and advertising?
A large chain amusement park sells tickets at its main gate for guests who are visiting
the park for just that one day. The park also sells seasonal passes that can only be used
on weekdays. What market segmentation is being implemented by the amusement park?
Define strategic planning. Discuss the steps involved.
Discuss the advantages and disadvantages of undifferentiated targeting, differentiated
targeting, and concentrated targeting.
Compare and contrast strategic planning and operational planning.
Explain two reasons that digital marketing has become an increasingly important
element of the marketer’s toolbox.
How do marketers define innovation?
Identify three forms of competitive advantage a product could offer.
How would the Internet most likely affect the distribution channel of an artisan who
makes handmade dolls that had previously been sold only at craft shows?
A supply chain relies on profitable relationships all along the way. How might Walmart
rely on its marketing partners in order to offer low prices?
A firm has segmented its customers into two groups: high-volume customers and
low-volume customers. Explain the different styles of communication the firm should
implement to reach each group of customers.
Explain the following statement: “A product is a bundle of attributes.”
What is the relationship between personal selling and the marketing push strategy?