The so-called green movement encouraged 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
________ segmentation divides buyers into different segments based on social class,
lifestyle, or personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic
Which of the following refers to a closing technique used by salespeople?
A) asking customers for referrals
B) developing solutions to customers’ problems
C) seeking out hidden objections
D) reviewing points of agreement
E) taking objections as opportunities to provide more information
The discount offered by Glamor Gifts to customers who bought Valentine-themed
merchandise the week following Valentines Day is an example of a ________.
A) functional discount
B) seasonal discount
C) trade discount
D) cash discount
E) time-based discount
A(n) ________ is a limit on the amount of goods that an importing country will accept
in certain product categories.
A) embargo
B) tariff
C) benchmark
D) quota
E) exchange control
________ requires finding the major advantages people look for in a product class, the
kinds of people who look for each positive aspect of a product, and the major brands
that deliver it.
A) Gender segmentation
B) Psychographic segmentation
C) Benefit segmentation
D) Geographic segmentation
E) Age and life-cycle segmentation
An increasing number of American workers currently work from their homes or remote
offices and conduct their business by phone or the Internet. These trend has created a
________.
A) booming real estate market in the big cities
B) booming SOHO market
C) decline in the demand for convenience foods
D) decline in the demand for financial services
E) steady increase in global enterprises
Shifting away from mass marketing, marketers are developing ________ which are
designed to build closer relationships with customers in more narrowly defined
micromarkets.
A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies
________ is the systematic collection and analysis of publicly available information
about consumers, competitors, and developments in the marketing environment.
A) Data warehousing
B) Competitive marketing intelligence
C) SWOT analysis
D) Ethnographic research
E) Customer relationship management
Specialty stores carry ________ with ________ within them.
A) only convenience products; shallow assortments
B) narrow product lines; deep assortments
C) narrow product lines; shallow assortments
D) wide product lines; shallow assortments
E) wide product lines; deep assortments
A large retailer advertised a sewing machine for $179. However, when consumers tried
to buy the advertised machine, the seller downplayed its features, placed faulty
machines on showroom floors, understated the machine’s performance, and took other
actions in an attempt to convince buyers to buy a more expensive machine. In this case,
which of the following types of advertising is used by the retailer?
A) cross-selling
B) door-in-the-face
C) trojan horse
D) foot-in-the-door
E) bait-and-switch
The Jay Group hires better employees than its competition by conducting effective
searches and multi-tiered interviews. The company also provides high quality training
to its employees, an aspect often neglected by competitors. The Jay Group is most
likely to gain a strong competitive advantage through which type of differentiation?
A) image differentiation
B) people differentiation
C) services differentiation
D) product differentiation
E) channel differentiation
Which of the following refers to a nonprobability sample in which the researcher selects
the easiest population members from which to obtain information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Which of the following is a sociocultural factor that a company should consider before
deciding to enter into a new country?
A) political stability
B) population density (urban vs. rural)
C) education
D) income distribution
E) consumer lifestyles, beliefs, and values
Which of the following is a nontariff trade barrier?
A) strike
B) quota
C) boycott
D) exchange premium
E) restrictive product standards
Which of the following is a consequence of standardizing an international product?
A) image consistency
B) regional design flexibility
C) decreased product demand
D) increased manufacturing costs
E) higher marketing costs
Define price. Discuss its importance.
Why is reach an important measure for a marketer?
Give two examples of by-product pricing.
Jack owns an e-commerce Web site. What kind of a research method should he use in
order to obtain valuable insights about the buying motives and behaviors of online
shoppers?
Describe any three message execution styles.
What are marketing intermediaries? What are the various types of marketing
intermediaries?
How is consumer-oriented marketing different from customer-value marketing?