Which of the following terms best describes the process of designing and producing a
container or wrapper for a product?
A) labeling
B) positioning
C) licensing
D) packaging
E) branding
Which of the following is a primary characteristic of strategic control rather than
operating control?
A) determining the profitability of different products, territories, markets, and channels
B) ensuring that the company achieves the sales, profits, and other goals set out in its
annual plan
C) checking ongoing performance against the annual plan and taking corrective action
when necessary
D) looking at whether the company’s basic plans and action goals are well matched to
its opportunities
E) monitoring ongoing company projects to ensure that efficiency and effectiveness are
maximized
A company that sells only one product line to one industry with customers in many
locations would typically use a ________.
A) product sales-force structure
B) territorial sales-force structure
C) market sales-force structure
D) customer sales-force structure
E) complex sales-force structure
Describe two ways in which marketers can engage in social media. What are the
challenges and advantages of these approaches?
________ is the only element in the marketing mix that produces revenue.
A) Price
B) Place
C) Promotion
D) Product
E) Profit
Brooke’s Boutique plans to launch a new clothing line. For this purpose, the firm first
conducts a survey to understand its target audience and identify the demographics of
potential buyers. It then conducts experimental research to test whether customers
associate discounted prices with lower product quality. Which types of research has the
boutique employed in this case?
A) exploratory followed by causal
B) exploratory followed by descriptive
C) descriptive followed by exploratory
D) descriptive followed by causal
E) causal followed by descriptive
Dextora Technologies manufactures microprocessors and caters exclusively to private
manufacturers that produce high-end computers. Which type of market does Dextora
directly target?
A) retail market
B) government market
C) consumer market
D) business market
E) reseller market
Reverse logistics refers to moving ________.
A) unwanted, excess products from resellers to producers
B) raw materials from suppliers to the factory
C) excess materials from the factory to suppliers
D) finished products from the factory to customers
E) finished products from producers to resellers
Kelstone Developers is planning to build a new shopping mall that would require the
partial acquisition of a nearby public park. Walking Green, an environmental group,
challenges the plan citing environmental destruction. In response to the demands of
Walking Green, Kelstone Developers promises to build a huge park-like walkway
around the mall. Walking Green is an example of a(n) ________ in this scenario.
A) financial public
B) government public
C) citizen-action public
D) internal public
E) media public
Which of the following is an advantage of printed catalogs?
A) They drive online and mobile sales.
B) They offer an almost unlimited amount of merchandise.
C) They are produced in multiple presentation formats, including search and video.
D) They result in reduced mailing costs.
E) They allow real-time merchandising.
Which of the following is true of RFID or ‘smart tag” technology?
A) “Smart tag” technology eliminates the need for intermediaries and facilitates a direct
marketing system.
B) “Smart tag” technology can de-automate the entire supply chain.
C) The use of ‘smart tag” technology makes it difficult to know where a product is
located physically within the supply chain.
D) Retailers and suppliers using ‘smart technology” have higher risks of shoplifting and
robbery.
E) “Smart shelves” can tell when it is time to reorder and can place orders
automatically.
A(n) ________ is best suited for exploratory research.
A) mail survey
B) questionnaire
C) observation
D) online survey
E) focus group
In which of the following structures does a company organize its sales force along
client or industry lines?
A) demographic sales-force structure
B) service sales-force structure
C) market sales-force structure
D) territorial sales-force structure
E) product sales-force structure
Which of the following concepts calls for sustainable marketing?
A) the societal marketing concept
B) the marketing concept
C) the selling concept
D) the production concept
E) the product concept
Cylog, a leading provider of personal computer systems, began manufacturing tablet
devices after predicting a future consumer need for portability. Which of the following
was most likely implemented by Cylog?
A) the selling concept
B) customer-driving marketing
C) the product concept
D) sustainable marketing
E) the production concept
Flurrbies, a line of winter accessories by a leading fashion label, quickly fell in and out
of favor with customers. Flurrbies represents an example of a(n) ________.
A) form
B) fashion
C) fad
D) style
E) drift
A ________ refers to a group of retail businesses built on a site that is planned,
developed, owned, and managed as a unit.
A) pop-up store
B) shopping center
C) warehouse
D) category killer
E) convenience store
Sportware, a leading shoe manufacturer, markets sneakers under the brand name
“Athletix” and dress shoes under the brand name “Cameo” in order to target the two
different market segments. What branding strategy is most likely being used by
Sportware?
A) brand extensions
B) line extensions
C) multibrands
D) new brands
E) co-brands
A company regularly purchases cleaning supplies from a vendor and orders relatively
consistent amounts of the same products on each purchase from the same vendor. This
is an example of a(n) ________.
A) modified rebuy
B) new task situation
C) straight rebuy
D) dual distribution system
E) exclusive distribution system
Kobe Healthcare’s analgesic drug Dilophin has a 45% share in the analgesics market in
the country of Bodonia. Its closest competitor, Caritin, has a 25% share in the market,
while three other drugs split the remainder. Which statement indicates that Dilophin is a
star according to the BCG matrix?
A) Few players are willing to enter the analgesic drug market since the market has poor
growth potential.
B) A customer survey has revealed that Dilophin has the poorest brand-name
recognition of any analgesic in the market.
C) The demand for analgesic drugs in the Bodonian market is expected to remain
stable.
D) Caritin is rapidly gaining market share over Dilophin as a result of aggressive
marketing efforts.
E) The Bodonian market for healthcare products is expanding rapidly.
A shoe company’s ads feature the members of a popular country music band. Product
sales increase significantly among the band’s fans. From the fans’ viewpoint, the band is
a(n) ________.
A) membership group
B) reference group
C) laggard
D) subculture
E) late-majority adopter