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The simplest way to enter a foreign market is through direct investment.
The American marketing system never has been accused of poorly serving
disadvantaged consumers.
Corporate identity materials help create a corporate identity that the public immediately
recognizes.
Training online instead of on-site can cut travel and other training costs, and it takes up
less of a salesperson's selling time.
Kia Motors offers a new car model with the same features as other cars in the same
segment. However, Kia's model is priced higher than its two main competitors. Kia is
following a more-for-less positioning strategy.
The first question in a questionnaire should be intentionally difficult and complicated in
order to weed out uninterested respondents.
Direct marketing is an expensive way of reaching target markets.
Critics of marketing view consumer interest in material things as a natural state of mind
rather than as a matter of false wants created by marketing.
Vertical conflict occurs among firms at the same level of the channel.
The communications process should start with mass media advertising in order to reach
a large number of consumers.
Whereas environmentalists consider whether the marketing system is efficiently serving
consumer wants, consumerists are concerned with marketing's effects on the
environment and with the environmental costs of serving consumer needs and wants.
The macroenvironment consists of the factors close to the company that affect its ability
to serve its customers, such as suppliers, customer markets, competitors, and publics.
"At Trader Joe's, our mission is to provide all our customers the best food and beverage
values to be found anywhere, and the information to make informed buying decisions."
This is a product-oriented business definition.
A voluntary chain is a wholesaler-sponsored group of independent retailers that engages
in group buying and common merchandising.
________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback
Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg's want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
A marketer making decisions about the headline, copy, illustration, and colors for a
print ad is determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
Which of the following can help a company create direct procurement accounts with
suppliers, through which company buyers can purchase equipment, materials, and
supplies directly?
A) backsourcing
B) extranet
C) company blog
D) reverse auction
E) trade exchange
Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the
attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors
is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury
segment. Which of the following types of market segmentation is evident here?
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation
E) age and life-cycle segmentation
The process of evaluating each market segment's attractiveness and selecting one or
more segments to enter is known as ________.
A) market segmentation
B) diversification
C) market targeting
D) prospecting
E) downsizing
Ross Stuart is a purchasing manager in a Texas-based manufacturing company. He
sources most of the raw materials needed by his company from Kramer Corp. However,
Ross is unhappy with Kramer's prices. Additionally, he thinks that the quality of the raw
materials supplied by Kramer is substandard. Which of the following stages in the
business buying process is Ross' company currently in?
A) general needs description
B) problem recognition
C) product specification
D) order-routine specification
E) performance review
Refer to the scenario below to answer the following question.
Casey Brickly opened The Landing, a convenience store on the north shore of Witmer
Lake, in 1962. With a sandwich counter on one side and a bait shop and grocery on the
other, The Landing was an immediate hit with weekend lake visitors and local residents
alike. In the summer, boaters parked at the piers and bought all their fishing needs, such
as rods and reels, bait, snacks, and soft drinks at The Landing. Even during the winter
months, snowmobilers and ice fishermen were lured to The Landing for snacks and hot
coffee or hot chocolate.
As time passed, the business changed and grew tremendously. What was formerly a
weekend tourist area gradually became a full-fledged residential area. Many of the
houses, which were built as cottages in the 1950s and 1960s, were remodeled into
residential homes. By the end of the 1970s, the days of small motorboats and 10
mile-per-hour speed limits were gone; skiing and fast speedboats became the rage.
Through it all, The Landing continued to attract flocks of patrons.
In the 1980s, however, Casey started to realize that the grocery area in The Landing
could not compete with larger local retailers. He eventually enlarged the sandwich
counter, transforming the bait shop and grocery into a restaurant with a full menu
typical of any diner. "Getting rid of the bait shop was hard to do," Casey admitted. "I
still had a summer crowd that relied on us for their fishing needs, but we couldn't
survive a whole year on four months of profit."
In the early 2000s, the atmosphere of Witmer Lake and the neighboring lakes became
upscale. "I could see that people were spending more on their speed boats than what
they had originally paid for their cottages!" Casey exclaimed. Many of the cottages
were inherited by children and grandchildren of the original owners. Once again, the
scene started to change as many of the lake houses were used only as weekend lake
homes. Unlike the previous generation, a vast number of the current owners could
afford to live closer to their jobs while maintaining lake homes. "At this point, business
wasn't growing," Casey said.
As local competition continued to increase, Casey converted the diner of The Landing
into a bar with a lounge area. "The change might have been too drastic," Casey said,
"but it was the only way we could maintain a strong, year-round business in spite of the
population shifts and competitive forces."
Which of the following is the macroenvironmental force that has had the greatest effect
on The Landing?
A) the demographic environment
B) the technological environment
C) marketing intermediaries
D) the political environment
E) citizen-action publics
Bon Vivant offers an assortment of exclusive French wines at incredibly low prices.
These prices are neither limited-time offers nor special discounts, but represent the
daily prices of products sold by Bon Vivant. This reflects Bon Vivant's ________
pricing strategy.
A) everyday low
B) markup
C) penetration
D) break-even
E) cost-based
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend
magazine advising consumers to request their auto body shops to use Glasis paint is an
example of how a company uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
In an attempt to set the company apart from its competitors, Central Parcel Service
(CPS) has its employees wear brown uniforms and drive brown trucks. What type of
public relations tool is being used by CPS?
A) buzz marketing
B) corporate logos
C) corporate identity materials
D) product publicity
E) public service materials
Marketers use mobile channels for several purposes. Which of the following is least
likely to be one of those purposes?
A) Enrich the brand experience.
B) Send billing statement.
C) Stimulate immediate buying.
D) Make shopping easier.
E) Boost sampling.
In most cases, what is the most expensive promotion tool?
A) advertising
B) personal selling
C) mass media
D) public relations
E) publicity
Using interactive TV can allow consumers to perform all the following tasks during a
company's ad EXCEPT ________.
A) see what other sizes or colors are available
B) identify a nearby location at which the product is available
C) access additional product information
D) order the product
E) send product information to another device
Which of the following best describes a similarity between Costco and Walmart?
A) Both are warehouse clubs.
B) Both target the same affluent market.
C) Both are specialty stores.
D) Both use everyday low pricing.
E) Both are examples of merchant wholesalers.
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"
The decision process by which business buyers determine which products and services
their organizations need to purchase and then find, evaluate, and choose among
alternative suppliers and brands is known as ________.
A) situational analysis
B) business buying process
C) business diversification
D) business process automation
E) lateral expansion
Kelly works as a sales representative at Ginner Machine Works. She uses the phone and
the Internet to identify prospects and make sales. Kelly calls customers and explains the
products offered by Ginner and the advantages of using them. If requested, she also
mails the customer product information brochures. Which of the following is most
likely Kelly involved in?
A) outside selling
B) technical sales support
C) telemarketing
D) research and administrative backup
E) field sales
Because of ________, a company cannot make its product illegally similar to a
competitor's already established product.
A) anti-monopoly laws
B) patent laws
C) the Consumer Product Safety Act
D) product warranties
E) product liability
The single most important demographic trend in the United States is the ________.
A) changing age structure of the population
B) mobility of families
C) changing family structure of the population
D) increasing number of professional jobs
E) increasing birth rate
Identify and describe the different types of retailers, based on their product lines.
Provide an example of each type of retailer.
What does market targeting involve?
Describe the differences between discount stores and off-price retailers.
Briefly describe the presentation stage of the selling process.
What types of products do specialty stores carry? Give an example of a specialty store.
