________ are manufacturer-owned and operated stores that offer prices as low as 50
percent below retail on a wide range of mostly surplus, discounted, or irregular items.
A) Category killers
B) Factory outlets
C) Specialty stores
D) Superstores
E) Power centers
Envirosax reusable shopping bags are stylish and affordable, and they eliminate the
need for plastic store bags. Envirosax reusable shopping bags most likely fall in the
category of ________ products.
A) deficient
B) pleasing
C) mature
D) desirable
E) unpleasing
A company getting ready to launch a new product must make several decisions. The
company must first decide on ________.
A) whether to launch the product in a single location
B) whether to launch the product in a region
C) whether to launch the product into full national distribution
D) when to introduce the product
E) when to develop a planned market rollout
________ segmentation refers to dividing the market into segments according to
occasions when buyers get the idea to buy, actually make their purchase, or use the
purchased item.
A) Gender
B) Psychographic
C) Occasion
D) Geographic
E) Income
What is the primary advantage of printed catalogs?
A) filtering out interested prospects
B) offering immediate rebates and coupons
C) building emotional connections with customers
D) offering unlimited space for merchandise details
E) reaching consumers in a quick and inexpensive manner
________ are low-growth, high-share businesses/products that need less investment to
hold their market share.
A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Bears
A marketer wanting to determine business buyer behavior is most likely to ask which of
the following questions?
A) Are buyers sensitive toward price changes in consumer markets?
B) What are the major influences on buyers?
C) Are niche markets more profitable than mass markets?
D) How do interpersonal factors affect organizational performance?
E) Is the role of gatekeepers relevant in the international business environment?
A marketing channel that consists of one or more intermediaries is known as a(n)
________ marketing channel.
A) cyclic
B) upstream
C) looped
D) direct
E) indirect
Which of the following statements is true regarding the old mass-media
communications model?
A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs and video
streaming.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV
advertising.
Refer to the scenario below to answer the following question.
Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It
has contracts with several large farms in Riverdale, 80 miles away from the factory, that
agree to sell their produce to Giant Beanstalks. The company’s products are available to
the public only through Greenleaf, a grocery chain with 38 stores in the country.
What distribution strategy does Giant Beanstalks use?
A) inclusive distribution
B) exclusive distribution
C) selective distribution
D) intensive distribution
E) extensive distribution
Refer to the scenario below to answer the following question.
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring
two contracts for office cleaning services from two local manufacturing facilities. For
two years, John and his wife, Barb, performed the cleaning services alone. After
acquiring three additional cleaning contracts in 2007, John hired two employees. “Up to
that point, we had room to grow but we really had no advertising plan,” John stated.
“We were relying mostly on word-of-mouth.”
By 2010, Barb hired another two full-time employees to begin Sparkle’s new endeavor:
carpet cleaning in homes and offices. “Competition was getting tough for both of our
services at that point,” Barb added. “We ran a local radio spot three times each week.
Then we had an advertiser print coupons on placemats. That gave us a little more
exposure.”
John and Barb Mayes admit that they did not realize the value of a sound promotional
plan earlier. “We wish we would have put together something catchy with a jingle long
before now,” they said.
In a recent radio spot, John and Barb gave a quick explanation of Sparkle’s cleaning
process and a description of the value consumers receive for their money. This is an
example of a(n) ________ appeal.
A) emotional
B) standard
C) rational
D) moral
E) social
Which of the following statements is true of the idea generation stage in the new
product development process?
A) The purpose of idea generation is to reduce the number of ideas to the least possible
number.
B) Truly innovative companies rely exclusively on a single source for new product
ideas.
C) Customers are the least important sources of new product ideas.
D) Truly innovative companies develop extensive innovation networks that capture
ideas and inspiration from every possible source.
E) Truly innovative companies seldom rely on customers and the general public for
ideas.
Which of the following refers to a nonprobability sample in which the researcher uses
his or her evaluation techniques to select population members who are good prospects
for accurate information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Which of the following would be considered predatory pricing?
A) a company that prices it products below cost to get rid of a surplus
B) a company that prices below cost to drive out competitors
C) a company that offers a volume discount
D) a company that offers the suggested retail price on the manufacturer’s package
E) a company that offers real-time pricing online
When a competitor cuts its price, a company should ________ if it believes it will not
lose much market share or would lose too much profit by cutting its own prices.
A) reduce its production costs
B) reduce its marketing costs
C) maintain its current prices and profit margin
D) increase its marketing budget to raise the perceived value of the product
E) increase its production costs to improve the quality of the product
Motorzone offers replacement parts for old Volkswagen Beetles. The company
calculates shipping charges based on shipping parts from Boston, even though some
parts actually ship from St. Louis. Motorzone most likely practices ________ pricing.
A) FOB-origin
B) basing-point
C) zone
D) uniform-delivered
E) freight-absorption
Producers of strong brands sometimes sell to dealers only on the condition that dealers
take some or all of the rest of a product line. This practice is known as ________.
A) product line franchising
B) selective dealing
C) cross merchandising
D) full-line forcing
E) disintermediation
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
Which of the following statements is true regarding today’s marketing communications?
A) More marketers are shifting away from narrowly defined micromarkets and moving
toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than
finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media
continue to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with
customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today’s consumers are better informed about products and services.
________ provide the resources needed by a company to produce its goods and
services.
A) Retailers
B) Marketing services agencies
C) Resellers
D) Suppliers
E) Financial intermediaries
In the context of media timing, ________ means scheduling ads unevenly over a given
time period.
A) routing
B) continuity
C) sequencing
D) narrowcasting
E) pulsing
Discuss the percentage-of-sales method used for setting the total budget for advertising.
Describe the principal functions of packaging.
How are companies taking advantage of interactive technologies to tap consumers for
message ideas and actual ads? What are the benefits and disadvantages of
consumer-generated advertising?
What is a demand curve? Explain its importance in the context of pricing decisions.
What does a market segment consist of?
In what way might a marketer rely on opinion leaders?
Explain the role of marketers in the information search step of the buyer decision
process. Give an example of how the marketer might execute this role.
Discuss the conditions under which a company might consider using price cuts or price
increases.
Explain why most marketers avoid deceptive practices.