Atlas Imports and Exports sells products directly to consumers via the Atlas Web site,
and through local retailers as well. Which of the following is evident here?
A) corporate vertical marketing system
B) horizontal marketing system
C) multichannel distribution system
D) administered vertical marketing system
E) conventional distribution channel
Which of the following is the LEAST critical decision a company should make before
going abroad?
A) Can the company learn to understand buyer behavior of consumers in other
countries?
B) Can the company offer competitively attractive products?
C) Can the company adapt to other countries’ business cultures?
D) How many foreign nationals should the company employ?
E) Do the company’s managers have the necessary international experience?
Which of the following methods is used by companies to set their advertising budgets
based on the industry average?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) regression method
A ________ generally contains between 5 and 15 stores. It is close and convenient for
consumers, usually contains a supermarket, perhaps a discount store, and several
service stores such as dry cleaner, drugstore, and hardware store.
A) regional shopping center
B) community shopping center
C) neighborhood shopping center
D) warehouse club
E) factory outlet
Which of the following is a type of industrial structure?
A) marketing economies
B) subsistence economies
C) laissez-faire economies
D) capitalistic economies
E) socialistic economies
Which of the following is a disadvantage of using secondary data?
A) Secondary data is generally not appropriate for consumer products.
B) Collecting secondary data is time consuming.
C) Few sources exist for secondary data.
D) Gathering secondary data is costly.
E) Relevant secondary data can be difficult to locate.
A good design begins with ________.
A) brainstorming new product ideas
B) making prototypes of the planned product
C) identifying the most suitable and aesthetic packaging
D) brainstorming technical product specifications
E) observing and understanding customers and shaping their product-use experience
In response to charges of ________, marketers point out that advertising makes much of
television and radio free to users and also keeps down the cost of magazines and
newspapers.
A) deceptive pricing
B) creating false wants
C) creating materialism
D) high promotion costs
E) cultural pollution
________ refer(s) to meaningful sets of marketing performance measures in a single
display used to monitor strategic marketing performance.
A) Field automation systems
B) Market segments
C) Market share
D) Marketing dashboards
E) Line extensions
A company or association’s ________ is designed to help guide responses to complex
social responsibility issues.
A) code of ethics
B) marketing plan
C) non-disclosure policy
D) privacy policy
E) non-compete clause
Some firms define their purpose in narrow product terms. Others that define their
purpose in broad social terms follow ________.
A) societal marketing
B) sense-of-mission marketing
C) consumer-oriented marketing
D) customer-value marketing
E) consumerism
Your state’s department of education has budgeted a significant amount of money for a
radio, print, television, and online advertising campaign emphasizing the long-term
benefits, both educationally and professionally, of reading every day. This is an
example of a(n) ________ campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
CellTones, a new company selling several types of cellular phones, has closely modeled
its products after successful products that are already in the marketplace. As it prepares
to enter the market with its new products and services, which of the following should
concern CellTones the most?
A) legal obligations to suppliers and dealers
B) patent laws
C) distribution requirements
D) product liability suits
E) limited warranties
________ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through value creation and exchange.
A) Research
B) Innovation
C) Manufacturing
D) Marketing
E) Production
Making more sales to current customers without changing a firm’s products is known as
________.
A) market segmentation
B) market penetration
C) product diversification
D) product development
E) prospecting
Which of the following is most likely an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons
Which of the following best describes divisibility of an innovation that influences the
rate of adoption?
A) It is the degree to which the innovation is difficult to understand.
B) It is the degree to which the results of using the innovation can be observed or
described to others.
C) It is the degree to which the innovation appears superior to existing products.
D) It is the degree to which the innovation may be tried on a limited basis.
E) It is the degree to which the innovation fits the values and experiences of potential
consumers.
An advertising objective is classified by its primary purpose, which is to inform,
persuade, or ________.
A) reciprocate
B) compete
C) remind
D) explain
E) suggest