The goal of competitive marketing intelligence is to evaluate and prevent high
employee turnover.
Direct marketing is an expensive way of reaching target markets.
Less-for-much-less positioning involves meeting consumers’ lower performance or
quality requirements at a much lower price.
When a company views and organizes its marketing activities from only the consumer’s
point of view, it is practicing societal marketing.
Secondary beliefs and values are less open to change than core beliefs and values.
Perceived obsolescence involves continually changing consumer concepts of acceptable
styles to encourage more and earlier buying.
The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller
and interactive games, appealed not only to teen boys but also to their sisters, moms,
dads, and even grandparents. This is a successful example of ________ marketing.
A) consumer-oriented
B) innovative
C) customer-value
D) societal
E) sense-of-mission
Worthington’s Farm is an old poultry farm in Mount Prospect, Illinois. For years, it has
used wooden coops to haul its poultry to the market. The owner of the farm needs to
buy some replacement coops and is considering buying plastic coops that are slightly
more expensive than wooden ones but much easier to clean after use. Consequently, the
owner of Worthington’s Farm ordered 100 customized coops from its regular supplier.
This exemplifies ________.
A) a modified rebuy
B) a new task
C) a straight rebuy
D) derived demand
E) composite demand
Failure to enter the current price into a retailer’s system may result in charges of
________.
A) predatory pricing
B) scanner fraud
C) retail maintenance pricing
D) discriminatory pricing
E) price fixing
________ consists of inviting 6 to 10 people to meet with a trained moderator to talk
about a product, service, or organization.
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing
Which of the following is an advantage of using newspapers as an advertising medium?
A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium
________ means that services cannot be stored for later sale or use.
A) Service consistency
B) Service perishability
C) Service variability
D) Service intangibility
E) Service inseparability
Executives at an automobile manufacturing company conducted a brainstorming
session for selected employees. This session resulted in a large number of ideas for
developing new cars after extensive R&D. The executives then planned to filter out the
best ideas during the ________ stage.
A) business analysis
B) idea generation
C) concept testing
D) idea screening
E) concept development
The final step in the marketing process is ________.
A) capturing value from customers
B) creating customer delight
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy
________ products give both high immediate satisfaction and high long-run benefits.
A) Deficient
B) Pleasing
C) Desirable
D) Salutary
E) Threatening
Erica wants to replace her old washing machine with a new one. In order to get the
maximum value for her money, she plans to spend substantial time and effort in
gathering information and making product comparisons before making the actual
purchase. In this instance, Erica is planning to buy a ________ product.
A) convenience
B) unsought
C) specialty
D) shopping
E) exclusive
Over the past two decades, the U.S. population has shifted toward the ________.
A) Northern states
B) Northeast states
C) Sunbelt states
D) Midwest states
E) Cornbelt states
The Attic Trunk opened in 1979 as an upscale dress shop in Forest Ridge’s fashionable
shopping district, catering to a wealthy, mature clientele consisting mostly of older,
first-generation Hispanics. Many other specialty shops lined the main avenue over the
next few years. But as Forest Ridge began to attract a more price-conscious, younger,
and more demographically diverse population, the once-popular shopping district was
increasingly perceived as stodgy and snobby by the new segment of customers.
By the late 1980s, many of these specialty shops suffered financially. Most shops
attracted only tourists who enjoyed browsing through the displays of alligator belts and
shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by
the late 1980s. In fact, the owners had observed that the once-fashionable shopping
district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele
had been replaced with price-conscious families with children, a mix of Asian and
African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name
apparel, colognes, and jewelry. Other owners followed suit in the early 1990s, bringing
restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Which of the following would each consumer segment attracted to The Attic Trunk
have in common with the other consumer segments?
A) habitual buying behaviors
B) self-concepts
C) AIO dimensions
D) life-cycle stages
E) aspirational groups
In the beginning of the buying process, Timothy Perry, a product development manager,
noticed that the raw materials that were being procured from his company’s regular
supplier were of poor quality. Consequently, he decided to change the existing supplier
as a remedial measure. The stage of the buying process in which Timothy identified the
quality breach represents the ________ stage.
A) problem recognition
B) general needs description
C) product specification
D) supplier search
E) performance review
Fire Up makes fireproof clothing material and licenses select stores around the world to
use its material to make finished products with the Fire Up logo. Which of the
following types of franchising is evident here?
A) manufacturer-sponsored retailer franchise system
B) manufacturer-sponsored wholesaler franchise system
C) service-firm-sponsored retailer franchise system
D) service-firm-sponsored equity strategic alliance
E) manufacturer-and-service-sponsored joint venture
________ involves actually distinguishing the firm’s market offering to create superior
customer value.
A) Mass customization
B) Differentiation
C) Market segmentation
D) Diversifying
E) Targeting
In industrial markets, ________ typically has the final say in setting the pricing
objectives and policies of a company.
A) the sales manager
B) top management
C) the production manager
D) the HR department
E) the sales staff
Which of the following is an advantage of using a sales force automation system?
A) lowers sales team training costs
B) records major competitor’s sales
C) eliminates the need for an inside sales force
D) eliminates employee attrition
E) improves customer service
Marketing control involves ________ steps.
A) two
B) seven
C) nine
D) four
E) eight
Compare and contrast the two common principles that can be used to guide companies
and marketing managers on issues of ethics and social responsibility.
What kind of information is likely to be included in a business-to-business customer
database?
Explain what marketers can expect from individuals in the customer relationship group
classified as “butterflies.”
Why is price considered one of the most flexible elements of the marketing mix?
Why are companies increasingly turning to third-party logistics providers (3PLs)?
Explain the concept of integrated marketing communications (IMC).