Cian, an automobile manufacturer, offers a new car model with features comparable to
that of another popular brand. However, the Cian model is priced lower than its
competitor and includes a longer warranty. Cian is most likely following a
more-for-the-same strategy.
Answer:
Manufacturers rely on distributors and suppliers as internal sources of new product
ideas.
Answer:
The growth rate of a strategic business unit that is classified as a star remains constant
over time.
Answer:
When a company decides to go international with a product, it must first figure out
what products and services to introduce and in which countries.
Answer:
Introducing intermediaries into a distribution chain increases the number of direct
channel transactions between a manufacturer and its customers.
Answer:
“At Dodson, we sell shoes” is a market-oriented business definition.
Answer:
Foreign-based production facilities offer many advantages to an investing company if
the foreign market is small.
Answer:
Exclusive dealing that creates a monopoly comes under the scope of the Clayton Act of
1914.
Answer:
Acquisitions are not considered a source of new products for organizations.
Answer:
For market segments to be beneficial for companies, they must be measurable.
Answer:
Club marketing programs reward customers who buy frequently or in large amounts.
Answer:
The Great Recession put heavy pressure on wholesalers to increase their operation costs
and limit warehouse automation systems.
Answer:
When backed by buying power, wants become needs.
Answer:
Regardless of how companies go about pricing their products, their foreign prices will
most likely be higher than their domestic prices for comparable products.
Answer:
Salon Finish is test marketing its new smoothing shampoo by assessing consumer
satisfaction in laboratory stores where hair is washed and blown dry. Salon Pro is using
controlled test marketing in this scenario.
Answer:
Some companies deemphasize price and use other marketing mix tools to create
non-price positions in the marketplace.
Answer:
Ideally, a sample should be representative so that a researcher can make accurate
estimates of the thoughts and behaviors of the larger population.
Answer:
Advertising can reach masses of geographically dispersed buyers at a low cost per
exposure.
Answer:
Niche marketing offers smaller companies an opportunity to compete by focusing their
limited resources on serving niches that may be unimportant to or overlooked by larger
companies.
Answer:
A company buying a product with modified specifications faces a new-task situation.
Answer:
Bicycle helmets and some insurance offerings are considered pleasing products that
give high immediate satisfaction but may hurt consumers in the long run.
Answer:
Personal sources of information normally inform the buyer, but commercial sources
legitimize or evaluate products for the buyer.
Answer:
A branded community Web site aims to present content that engages consumers rather
than sell products to them.
Answer:
The major advantage of survey research is its flexibility.
Answer:
Unlike the other marketing mix elements, price plays a minor role in creating customer
value and building customer relationships.
Answer:
Under a team-based new product development approach, company departments work
closely together in cross-functional teams. Overlapping the steps in the product
development process saves time and increases effectiveness.
Answer:
The questionnaire is the most common research instrument.
Answer:
Mobile ads rarely create substantial customer engagement and impact.
Answer:
The wording and ordering of questions is not an important consideration in survey
design.
Answer:
Customer-centered logistics starts with the marketplace and works backward to the
factory.
Answer:
Venns is a chain of department stores that has become more focused in recent years and
now stocks only exclusive labels of designer home accessories. Venns has transformed
itself into a chain of pop-up stores.
Answer:
Under Armour’s recent expansion into the digital personal health and fitness tracking
market through acquisitions of three fitness app companies is a ________ strategy.
A) market penetration
B) market development
C) downsizing
D) diversification
E) product development
Answer:
Which of the following statements is true of salespeople?
A) They do not work with wholesalers and retailers.
B) They are employed mostly in click-only companies.
C) They do not represent the customers to the company.
D) They represent a company to its customers by communicating and selling.
E) They represent a new class of professionals who have emerged as part of the steep
rise in retailing.
Answer:
World Skies’ Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be
stored for later sale or use. This is an example of which service characteristic?
A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
Answer:
Providing a host-country partner the right to use a company’s manufacturing process,
trademark, patent, trade secret, or other item of value is referred to as ________.
A) joint ownership
B) direct exporting
C) direct investment
D) management contracting
E) licensing
Answer:
Which mode of transportation is best for carrying perishable goods to distant markets?
A) railroads
B) water carriers
C) trucks
D) air carriers
E) pipelines
Answer:
Ferrari sells only 2,200 of its very high-performance cars in North America each year at
very high prices. The company is appealing to a specific ________.
A) value chain
B) market segment
C) financial public
D) business portfolio
E) market position
Answer:
Which of the following is most likely true of a global firm?
A) A global firm typically operates from one country.
B) A global firm engages in joint partnerships overseas.
C) A global firm sees the world as many different markets.
D) A global firm maximizes the importance of national boundaries.
E) A global firm manufactures and markets goods wherever it can do the best job.
Answer:
Companies that practice marketing by ________ create offerings and messages that
engage consumers rather than interrupt them.
A) intrusion
B) attraction
C) competition
D) forceful persuasion
E) impersonal selling
Answer:
Which of the following is a disadvantage of using social media for marketing?
A) They are impersonal.
B) They primarily provide static content.
C) They do not provide information in a timely manner.
D) They provide lower returns than television.
E) They are largely user controlled.
Answer:
________ are the standards stating the amount salespersons should sell and how sales
should be divided among the company’s products.
A) Sales promotions
B) Sales quotas
C) Display allowances
D) Time-and-duty analyses
E) Sales reports
Answer:
Dividing a market into several sections of customers is known as ________.
A) mass customization
B) market positioning
C) market segmentation
D) value engineering
E) undifferentiated marketing
Answer:
________ prices are carried in buyers’ minds and used when looking at a given product.
A) Captive-product
B) Reference
C) Promotional
D) Geographical
E) Dynamic
Answer:
Products that give high immediate satisfaction but may hurt consumers in the long run
are called ________ products.
A) deficient
B) pleasing
C) salutary
D) desirable
E) threatening
Answer:
A consumer who is potentially profitable but not loyal to a firm’s offerings is referred to
as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) true believer
Answer:
Crest toothpaste has used a ________ style of advertising to convince buyers that Crest
is better than other brands at fighting cavities.
A) testimonial evidence
B) technical expertise
C) scientific evidence
D) mood or image
E) fantasy
Answer:
Green Gardens sells gardening and landscaping goods and equipment. The marketing
department places an unmanned machine in the store with touchscreen technology to
provide product information. Consumers can use this machine to learn about the
company’s products and services. The company’s marketing form is best referred to as
________ marketing.
A) kiosk
B) mobile
C) telephone
D) interactive
E) personalized
Answer:
Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in
national fashion magazines. Chic Eyewear lists the select optical retailers that carry
their line at the bottom of their ads. This is an example of a ________ strategy.
A) push
B) vertical integration
C) pull
D) publish-subscribe
E) direct marketing
Answer:
Which of the following is an example of inbound telemarketing?
A) Sterrns Media advertises its services by sending letters to potential customers and
prompting them to contact the firm through a toll-free number.
B) Sterrns Media purchases customer information and later cold calls these customers
to generate potential leads.
C) Sterrns Media spends a lot of time and effort to train its sales force to call businesses
and inform them about its B2B products.
D) Sterrns Media utilizes interactive cable systems to enable customers to obtain
product information by using their TV remotes.
E) Sterrns Media airs advertising programs called infomercials to attract viewers and
get them to order products from its Web site.
Answer:
The Sherman Act, Clayton Act, and Robinson-Patman Act are all federal laws that were
initially adopted to curb the formation of ________.
A) monopolies
B) oligopolies
C) competitive markets
D) international markets
E) limited partnerships
Answer:
Which of the following is true of competitive marketing intelligence?
A) It can predict a firm’s future but not the pattern of forces in the market.
B) It cannot be collected from internal sources of a firm such as employees and the
sales force.
C) It requires inside information from a competitors’ internal database.
D) It can be obtained from information that is available in the public domain.
E) It can be obtained from online databases only through subscription and a fee.
Answer:
________ tends to legitimize products, is very expressive, allows brand or company
dramatization, and can build up a long-term image for a product.
A) Direct mailing
B) Telephone marketing
C) Door-to-door selling
D) Television advertising
E) Printed-catalog marketing
Answer:
Providing extra amenities to differentiate and support high-priced products is referred to
as ________ pricing.
A) high-low
B) value-added
C) target return
D) everyday low
E) cost-plus
Answer:
Which of the following is a disadvantage of using digital, mobile, and social media for
advertising?
A) The costs are high.
B) Audience selectivity is low.
C) The audience controls content and ad exposure.
D) The interactive capabilities are low.
E) There is little scope for personalization.
Answer:
Customer evangelists are those who ________.
A) use personal selling methods to market products and services
B) spread the word about their good experiences with a brand or product
C) use their expertise to influence people about specific products
D) work with quality-assurance teams to improve product safety
E) evaluate newly launched products in the marketplace
Answer:
Eastline, a manufacturer of outdoor patio furniture, positions its products as superior in
weatherproofing and durability. This is an example of ________ differentiation.
A) product
B) services
C) image
D) people
E) channels
Answer:
Product mix length refers to the ________.
A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line
Answer:
Which of the following statements is true of consumer promotions?
A) Their primary objective is to persuade resellers to carry a brand.
B) They include a wide range of tools like samples, coupons, and refunds.
C) They include the use of display allowances.
D) They are primarily used to generate business leads and reward customers.
E) They include the use of conventions and trade shows.
Answer:
Victoria’s Closet, a manufacturer of bohemian-style clothing and accessories, sells its
products through its online Web site, a catalogue, and specialty boutiques that target
women. Which kind of channel arrangement does Victoria’s Closet employ to distribute
its products?
A) horizontal marketing system
B) multichannel distribution system
C) administered vertical marketing system
D) contractual vertical marketing system
E) corporate vertical marketing system
Answer:
In which of the following customer relationship groups do organizations generally
avoid investing?
A) barnacles
B) strangers
C) butterflies
D) true believers
E) true friends
Answer:
Major appliances, furniture, and clothing are typical examples of ________ products.
A) convenience
B) shopping
C) unsought
D) specialty
E) capital
Answer:
Discuss the social and ethical concerns that the boom in digital technology has created
for marketers.
Answer:
Explain multichannel distribution systems with an example.
Answer:
Describe the buying behavior, characteristics, and media habits of different subcultures
in the United States.
Answer:
What are the responsibilities of channel members?
Answer:
How do companies use marketing techniques to respond to the changing diversity in the
U.S. population? Provide examples to illustrate your response.
Answer:
Explain with examples how marketers segment markets based on occasions, benefits
sought, and user status.
Answer:
How are retailers classified based on the amount of service they provide to customers?
Provide examples of each service level to illustrate your response.
Answer:
In the context of the selling process, what is closing? What are the various closing
techniques a salesperson can use?
Answer:
The aim of customer relationship management is to create not just customer
satisfaction, but customer delight as well. Explain.
Answer:
What are the three categories of deceptive marketing practices? Briefly describe each.
Answer:
Posco, a limited-service retail chain with 130 stores across the country, is seeking to
improve its standing in the market. Since its operations are widespread, altering the
store atmosphere significantly is not feasible because of the costs involved. Similarly,
upgrading the stores to full-service retail chains would require a large investment of
time, effort, and employee training. Assuming that many of Posco’s private-label brands
are bringing in large revenues, what strategy could Posco Retail use to differentiate
itself while matching target shoppers’ expectations?
Answer:
Differentiate between intensive distribution, exclusive distribution, and selective
distribution strategies. Provide examples of products that would be appropriate for each.
Answer:
How has the implementation of the National Do Not Call Registry changed telephone
marketing?
Answer:
What is marketing logistics? What are the components of marketing logistics?
Answer:
What are the main privacy concerns and Internet security issues associated with online
marketing?
Answer:
Explain the term “value delivery network.”
Answer:
Describe the differences between discount stores and off-price retailers.
Answer:
With a suitable example, show how advancements in technology help consumers avoid
advertisement cluttering. What implications does this trend hold for advertisers?
Answer:
What is a SWOT analysis? Why is it required?
Answer: