Which of the following marketing strategies is most suitable for smaller firms with
limited resources?
A) mass marketing
B) undifferentiated marketing
C) niche marketing
D) differentiated marketing
E) one-to-one marketing
Almost all major purchases result in ________, or discomfort caused by postpurchase
conflict.
A) need recognition
B) cognitive dissonance
C) consumer ethnocentrism
D) conspicuous consumption
E) consumer capitalism
Which of the following companies uses product line pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own expensive
batteries
B) Mobile Point, which launched a range of cell phone models, each priced according
to its features
C) Penguin’s Parlor, which offers customers a 20-percent discount on their birthdays
and certain holidays
D) Green Thumb, which gives away free watering cans with the purchase of certain
potted plants
E) Panizza, whose combo meals are priced lower than the individual components sold
together
A market nicher can most likely specialize along all of the following lines EXCEPT
________.
A) specific end users
B) unique products
C) customized services
D) quality-price
E) mass marketing
Which of the following is true about behavioral segmentation on the basis of the loyalty
variable?
A) Consumers tend to pay more for products that are targeted at their respective age
group or generation.
B) By looking at customers who are shifting away from its brand, a company can learn
about its marketing weaknesses and take actions to correct them.
C) Highly loyal customers of a brand are less likely to engage in word-of-mouth
publicity than those who are not.
D) Completely loyal customers of a brand are typically loyal to two or three brands of a
given product.
E) Only consumers who seek premium or luxury services are subjected to behavioral
segmentation based on the loyalty variable.
Minimizing pollution from production and all environmental impacts throughout the
full product life cycle is called ________.
A) aesthetic consumerism
B) sustainability vision
C) product stewardship
D) beyond greening
E) pollution prevention
Among the buyer-readiness stages, the first stage is ________.
A) preference
B) knowledge
C) liking
D) awareness
E) insistence
Which of the following is true about using air carriers as a transportation mode when
shipping products?
A) Air carriers are the most cost-effective way to ship non-perishable goods over short
distances.
B) Air carriers are the slowest and least reliable modes of transport.
C) Air carriers provide in-transit services such as the processing of goods en route.
D) Air carriers are ideal when time is short and speed is needed.
E) Air carriers are a specialized means of shipping chemicals from sources to markets.
A manager in a garment manufacturing company decided to replace the plastic
shopping bags currently used in his company with bags made of recyclable material.
Consequently, he asked the operations officer to gather relevant information and send a
list of alternatives to him. In the business buying process, the manager is preparing a(n)
________.
A) problem statement
B) general needs description
C) supplier list
D) proposal solicitation
E) order-routine specification
A ________ refers to the way a product is defined by consumers on important
attributes’”the place the product occupies in consumers’ minds relative to competing
products.
A) core competency
B) value stream
C) value proposition
D) product position
E) product specification
Paul Robinson has identified a group of potential customers who seem to respond in a
similar way to a series of magazine and radio advertisements for his company’s product.
Paul has identified a(n) ________.
A) target market
B) market segment
C) niche market
D) product attribute
E) product design
Which of the following is NOT part of Maslow’s hierarchy of needs?
A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs
________ distribution involves the use of more than one but fewer than all of the
intermediaries who are willing to carry a company’s products.
A) Exclusive
B) Selective
C) Intensive
D) Indirect
E) Corporate
Keeping the brand in a customer’s mind during off-seasons is most likely a goal of
________ advertising.
A) reminder
B) attack
C) informative
D) covert
E) competitive
The experience curve reveals that ________.
A) repetition in production has no visible impact on production costs
B) repetition in production enhances efficiency
C) the average cost of production remains the same with accumulated production
experience
D) repetition in production adds to the costs and thereby increases the prices of outputs
E) the average cost of production increases with accumulated production experience
The ________ organization is the most common type of contractual relationship.
A) franchise
B) horizontal
C) conventional
D) multi-national
E) entrepreneurial
Which of the following are market challenger strategies?
A) expand total market and protect market share
B) expand market share and follow closely
C) full frontal attack and indirect attack
D) follow closely and follow at a distance
E) multiple niching and quality service
Which of the following is one of the four major communication functions?
A) coordination
B) distribution
C) noise
D) response
E) preference
Which of the following is the most frequently visited type of retail store?
A) convenience store
B) department store
C) supermarket
D) superstore
E) off-price retailer
Give an example of a multichannel distribution system.
Differentiate between controlled test markets and simulated test markets.
How do marketers respond to critics’ accusations of planned obsolescence?
What types of products would be successful with standardized global marketing?
How do successful companies recruit and train their salespeople? What does an
effective training program teach salespeople?
How do marketers respond to charges of “commercial noise”?
Why has the cost of product liability insurance risen so dramatically?