If a marketer is seeking to segment a business market, which of the following variables
is generally felt to be the most important?
A) personal characteristics
B) demographic variables
C) situational factors
D) operating variables
E) purchasing approaches
A possible unintended effect of business legislation is ________.
A) restricting fair competition in the market
B) encouraging unbridled business behavior
C) reducing the social cost of producing a particular commodity
D) exposing consumers to unfair trade practices
E) slowing economic growth
A market-penetration pricing strategy is most suitable when ________.
A) a low price slows down market growth
B) production and distribution costs fall with accumulated production experience
C) a high price dissuades potential competitors from entering the market
D) the market is characterized by inelastic demand
E) a low price encourages actual competition
Which of the following is an example of growth by diversification?
A) a company introducing its existing products in a new market
B) a company introducing new product category in a new market
C) a company increases its product line in an existing market
D) a company introducing a new product category in an existing market
E) a company integrates backward to cut costs
________ is a company’s ability to perform in one or more ways that competitors
cannot or will not match.
A) Brand positioning
B) Market research
C) Competitive advantage
D) Competitor analysis
E) Competitive intelligence
When Fred sends in the box top from his cereal to receive a free DVD of a cartoon
featuring one of his favorite characters, he is responding to a ________.
A) self-liquidating premium
B) with-pack premium
C) reduced-price pack
D) banded pack
E) free in-the-mail premium
Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the
company interviewed people who bought them. When Sarah was asked why she had
chosen the new shower gel, she said she bought it because a friend recommended it.
Sarah is at which level of the BrandDynamics Pyramid?
A) presence
B) bonding
C) relevance
D) performance
E) advantage
A consumer who expresses rational and emotional attachments to a brand to the
exclusion of most other brands has reached the ________ level in the BrandDynamics
Pyramid.
A) advantage
B) relevance
C) presence
D) performance
E) bonding
________ portrays the “whole person” interacting with his or her environment.
A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
E) Subculture
In a ________ marketing system, two or more unrelated companies put together
resources or programs to exploit an emerging marketing opportunity.
A) reverse flow
B) vertical
C) horizontal
D) lateral
E) forward flow
Managers of ________ businesses concentrate on achieving high manufacturing
efficiency, low costs, and mass distribution.
A) selling-oriented
B) product-oriented
C) production-oriented
D) marketing-oriented
E) consumer-oriented
Patrick J. Robinson and his associates have identified eight stages in the business
buying-decision process. This model is called the ________ framework.
A) buygrid
B) buying/selling
C) seller-centered
D) commercial
E) buy-analysis
One of the possible objectives of marketing communications is helping consumers
evaluate a brand’s perceived ability to meet a currently relevant need. Which of the
following relevant brand needs is most likely emphasized by an advertisement for a
luxury car?
A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance
When a marketer tries to alter consumers’ beliefs about her company’s brand to get the
consumers to rethink a purchase decision, she is using ________.
A) psychological repositioning
B) competitive depositioning
C) positioning
D) repositioning
E) biased positioning
Which of the following is an example of a pure service?
A) air travel
B) psychotherapy
C) baby oil
D) a laptop
E) a restaurant meal
Which of the following is TRUE for business marketers?
A) They deal with more and larger buyers than consumer marketers.
B) They deal with more and smaller buyers than consumer marketers.
C) They deal with fewer and larger buyers than consumer marketers.
D) They deal with fewer and smaller buyers than consumer marketers.
E) They deal with the same kind of buyers as consumer marketers.
Which of the following is an example of an advertising platform?
A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs
Which of the following is an example of a public relations and publicity communication
platform?
A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs
When Kraft blends different coffees for the British (who drink coffee with milk), the
French (who drink it black), and Latin Americans (who want a chicory taste), it is
engaged in ________.
A) straight extensions
B) product adaptation
C) retailer versions
D) backward invention
E) forward invention
The management of Raleigh Bicycles observes that the company’s selling costs are
affected by the increased number of visits that salespeople make to meet dealers. The
company decides to reduce its personal selling costs by making sales calls to dealers via
telephone. This marketing strategy used by Raleigh is an example of ________.
A) inbound telemarketing
B) search marketing
C) internal marketing
D) outbound telemarketing
E) paid-search marketing
The three central trends in Marketing 3.0 are collaborative marketing, globalization,
and ________.
A) cultural relevance
B) horizontal marketing
C) consumer well-being
D) the rise of a creative society
E) sustained technological development
Which of the following marketing communications tools is most effective at
influencing customers at the conviction stage of buyer readiness?
A) advertising
B) publicity
C) sales promotion
D) personal selling
E) events and experiences
The most common form of marketing organization consists of ________ reporting to a
marketing vice president who coordinates their activities.
A) zonal managers
B) functional specialists
C) product managers
D) area market specialists
E) brand managers
Brand mantras typically are designed to capture the brand’s points-of-________.
A) conflict
B) parity
C) inflection
D) difference
E) presence
Which of the following is an element of an offer strategy?
A) the medium used for delivery
B) the number of customers in the locality
C) the vision of the company
D) the skills required for production
E) the details of customer order received
The value of an offering is described as the ________.
A) price consumers are charged for a product
B) cost of manufacturing a product
C) degree to which consumer demand for a product is positive
D) sum of the tangible and intangible benefits and costs to customers
E) intangible benefits gained from a product
According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps would address or
answer the question “Can this brand deliver?”
A) performance
B) bonding
C) advantage
D) relevance
E) presence
A manufacturer wants to achieve rapid market penetration through a low-price policy.
However, the manufacturer’s dealers prefer to work with high margins and pursue
short-run profitability. The major reason for this conflict is ________.
A) goal incompatibility
B) unclear roles
C) ambiguous rights
D) differences in perception
E) dependence on the manufacturer
Poga International, a multinational beverage corporation identifies that one of its
competitors is launching an apple flavored drink. The company decides to launch an
apple flavor brand along with its competitor. What timing strategy is used here?
A) first entry
B) blunt entry
C) parallel entry
D) late entry
E) exchange entry
A firm that is plagued with overcapacity, intense competition, or changing consumer
desires would do better if it pursues ________ as its major objective.
A) market skimming
B) product-quality leadership
C) survival
D) profit maximization
E) market penetration
A ________ consists of all products”original as well as line and category
extensions-sold under a particular brand.
A) brand line
B) cobrand
C) generic brand
D) licensed product
E) subbrand
“Enriching Women’s Lives” is a three-word mantra that is used by Mary Kay. This is an
example of which of the following characteristics of good mission statements?
A) It is focused on a limited number of goals.
B) It is short, memorable, and meaningful.
C) It defines the major competitive spheres in which the company will operate.
D) It takes a long-term view.
E) It stresses the company’s major policies and values.