In the context of behavioral segmentation, who among the following is a potential user?
A) Anita, who recently had a baby
B) Peter, who recently changed his job
C) Mary, who enrolled as a graduate student in a university last year
D) Gina, who opened a dental clinic in Orange County
E) Raj, who is planning a trip to Hawaii with friends
Answer:
Which of the following is a nontariff trade barrier?
A) strike
B) quota
C) boycott
D) exchange premium
E) restrictive product standards
Answer:
Refer to the scenario below to answer the following question(s).
Kimberly’s Crown sells and designs jewelry. Despite the jewelry’s popularity, products
are available only through a few shopping stores across the country.
What distribution strategy does Kimberly’s Crown use?
A) exclusive
B) intensive
C) selective
D) inclusive
E) extensive
Answer:
________ are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special
purchase effort.
A) Shopping products
B) Unsought products
C) Specialty products
D) Capital items
E) Convenience products
Answer:
Each competitor has a mix of objectives. The company wants to know the relative
importance that a competitor places on all of the following EXCEPT ________.
A) company history
B) current profitability
C) market share growth
D) cash flow
E) technological leadership
Answer:
Which of the following characterizes indirect exporting?
A) It requires more investment than joint venturing.
B) It requires an overseas marketing organization or network.
C) It involves less risk and investment than other entry methods.
D) The potential returns are greater than direct exporting.
E) It involves joining with foreign companies to produce or market products or
services.
Answer:
________ are low-growth, high-share businesses/products that need less investment to
hold their market share.
A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Bears
Answer:
Under a team-based new product development approach, ________.
A) a single departmental team works to complete different stages of the process before
passing the new product along to the next department and stage
B) the organizational tension and confusion is less than under the sequential approach
C) company departments work closely together in cross-functional teams
D) a bottleneck at one phase can seriously delay an entire project
E) the new product passes from one department to another before finalizing
Answer:
A consumer is reading a magazine with an advertisement, but due to a loud sound he is
distracted from reading the advertisement and is not able to grasp its key points. In the
context of the communication process, this unplanned static or distortion is called
________.
A) noise
B) encoding
C) feedback
D) response
E) decoding
Answer:
________ play an important role in matching supply and demand by providing
consumers with a broad assortment of products in small quantities.
A) Virtual banks
B) Intermediaries
C) Price consultants
D) Uniform-delivery networks
E) Upstream partners
Answer:
To the extent that a company can differentiate and position itself as providing superior
customer value, it gains ________.
A) competitive advantage
B) complementary assets
C) service life
D) core competencies
E) contingent liability
Answer:
Which of the following price adjustment strategies offers a price reduction to buyers
who pay their bills promptly?
A) cash discount
B) season discount
C) quantity discount
D) trade discount
E) functional discount
Answer:
Which of the following is true with regard to media publics?
A) The primary function of this group is to protect the interests of minority groups.
B) This group carries news, features, and editorial opinion.
C) The primary function of this group is to critique the marketing decisions of
companies.
D) This group includes neighborhood residents and community organizations.
E) This group directly influences the company’s ability to obtain funds.
Answer:
________ is a person’s pattern of living as expressed in his/her psychographics, and it
includes the individual’s activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class
Answer:
According to the commercialization stage of the new product development process,
following the decision to introduce the new product at a particular time, a company
must next decide ________.
A) where to launch the new product
B) how to launch the new product
C) why to launch the new product
D) what pricing strategies to implement
E) what marketing mix elements to use
Answer:
A market research firm conducts a survey of soft-drink consumers to assess Pepsi’s and
Coke’s strengths and weaknesses in attributes valued by both company’s target
customers. The market research firm is using a(n) ________.
A) customer lifetime value estimation
B) global marketing strategy
C) competitive marketing strategy
D) customer value analysis
E) blue ocean strategy
Answer:
According to the text, what location does Coca-Cola consider a “promising long-term
growth opportunity”?
A) Russia
B) Brazil
C) China
D) Africa
E) India
Answer:
In a company, the job of a chief privacy officer is to ________.
A) ensure timely product deliveries
B) detect patent infringements and copyright violations
C) safeguard the privacy of a firm’s customers
D) engage in niche marketing
E) safeguard the privacy of senior executives
Answer:
Which of the following is a challenge of marketing through online social networks?
A) Results are hard to measure.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore
do not favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social
network.
E) Marketing via online social networks is expensive and time-consuming.
Answer:
Which of the following plays the most important role in government buying?
A) price
B) product differentiation
C) advertising
D) personal selling
E) customer relationship management
Answer:
Which of the following is the most effective way for a company to ship perishable
goods over long distances, if its key requirement is speed?
A) pipelines
B) air transport
C) trucks
D) water transport
E) trainships
Answer:
Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and
obesity are all examples of ________ marketing.
A) internal
B) social
C) organization
D) person
E) place
Answer:
________ segmentation has long been used in clothing, cosmetics, toiletries, and
magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic
Answer:
A ________ is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
Answer:
The learning curve is representative of the ________.
A) per unit cost of output in the long run
B) drop in the average per-unit production cost that comes with accumulated production
experience
C) number of units the market will buy in a given time period, at different prices that
might be charged
D) total market demand resulting from different prices
E) per unit cost of output in the short run
Answer:
In intermodal transportation, which of the following describes the use of both rail and
trucks for transportation?
A) fishyback
B) drawbar
C) trainship
D) piggyback
E) airtruck
Answer:
Although it might seem that the market leader has the most going for it, challengers
often have what some strategists call a ________. The challenger observes what has
made the leader successful and improves upon it.
A) “marketing myopia”
B) ‘second mover advantage”
C) “absolute advantage”
D) “blue ocean strategy”
E) “red ocean strategy”
Answer:
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
Answer:
A company that uses well-known celebrities to help sell its products is using ________
marketing.
A) interactive
B) internal
C) social
D) person
E) organization
Answer:
Which type of store carries a deep assortment of a particular product line, has
knowledgeable staff, and can be viewed as a giant specialty store?
A) category killer
B) convenience store
C) factory outlet
D) warehouse club
E) off-price retailer
Answer: