Book Title
Marketing 5th Edition

MKT 55546

February 5, 2017
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the
different brands to pursue a(n) __________ strategy.
A. concentrated targeting
B. micromarketing
C. benefit targeting
D. differentiated targeting
E. undifferentiated targeting
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just
received the go-ahead from her board of directors to conduct the agency's first-ever
advertising campaign. Her first step will be to
A. identify the target audience.
B. set the advertising objectives.
C. determine the advertising budget.
D. evaluate and select the media.
E. create the advertisements.
Because services like cruises and car rentals are perishable, many marketers use
A. pricing strategies to match supply with demand.
B. service quality to extend the life of the product.
C. incentives to encourage staff to deliver according to standards.
D. training to standardize delivery.
E. machines to replace people for standard transactions.
Many product-dominant firms use quality service
A. as a way to minimize the cost of production.
B. to support a standards gap.
C. as a way to increase the perishability of their products.
D. to install a voice of the customer program.
E. to maintain a sustainable competitive advantage.
Anupam's company manufactures industrial ladders. He is concerned that consumers
who do not understand ladder safety will purchase these extra-tall ladders and injure
themselves. During which phase of the strategic marketing planning process should this
issue be addressed?
A. control
B. planning
C. implementation
D. design
E. ethics
__________ are special incentives or excitement-building programs that encourage
consumers to purchase a particular product, often used in conjunction with advertising
or personal selling programs.
A. B2B programs
B. Trade incentives
C. Sales promotions
D. Push programs
E. Targeted leader items
Which of the following is an unstructured question?
A. "What are the most important characteristics for choosing a brand of shampoo?"
B. "How satisfied were you with your last shampoo purchase: very unsatisfied,
unsatisfied, neutral, satisfied, or very satisfied?"
C. "Were you happy with the quality of the shampoo you purchased (Yes/No)?"
D. "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important),
how important is fragrance when choosing a shampoo?"
E. "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5,
or more than 5?"
Marketers fear negative word of mouth because when consumers are dissatisfied, they
A. are less likely to say something than when they are satisfied.
B. often want to complain to many people.
C. buy more of the product to prove they were correct in their criticism.
D. often file a lawsuit.
E. don't buy any of the company's other products.
When we say that marketing can be entrepreneurial, it means that entrepreneurs
A. attempt to mimic existing products on the market.
B. strive to satisfy unfilled needs.
C. raise social consciousness.
D. gain monopoly power.
E. push new technology even if people aren't ready for it.
Frederica manages an upscale women's clothing store. She wants more information
about her customers' general feelings about upcoming fall fashions. Frederica will most
likely use __________ to gather this type of data.
A. door-to-door surveys
B. focus group interviews
C. syndicated data
D. sales invoices
E. census data
Manufacturers use wholesalers and retailers because
A. they have no other choice.
B. they do not cost much.
C. they create value for customers through convenience and cost savings.
D. wholesalers control retailers.
E. most manufacturers are not familiar with logistics.
Southwest Airlines operates a blog called Nuts About Southwest. A group of employees
share the responsibility for posting items of potential interest to customersfor example,
short videos about Southwest's travel destinations, articles (with photos) about special
events, and news about airline promotions. Nuts About Southwest is an example of a
A. corporate blog.
B. network blog.
C. personal blog.
D. professional blog.
E. social blog.
Retail store chains often use __________ data to tailor each store's assortment to the
preferences of the local community.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
The process of charging different prices for goods or services based on the type of
customer, level of demand, or time of the day, week, or season is referred to as
A. dynamic pricing.
B. the substitution effect.
C. the income effect.
D. the target return effect.
E. cross-price elasticity.
Both the B2B and B2C buying processes begin with
A. central planning.
B. need recognition.
C. postpurchase dissonance.
D. alternative evaluation.
E. order specification.
Gretchen has just started as a fashion marketing intern for an up-and-coming design
firm. She expected to begin right away implementing the four Ps she had learned about
in class. Instead, she was asked to work on a project identifying important events where
celebrities might wear the fashions. Gretchen soon realized that this activity was part of
__________, directly related to marketing.
A. sales promotions
B. cause-related marketing
C. public relations
D. press release development
E. a push-pull strategy
As the number of communication media has increased, the task of understanding how
best to reach target customers has
A. shifted from creating a value proposition to revising a value proposition.
B. increased the use of rule-of-thumb targeting.
C. become easier.
D. focused on reducing communication noise.
E. become more complex.
Changes in tariffs and quotas are
A. business actions stimulating imports.
B. corporate strategies designed to maximize profits.
C. government actions that reduce competition from international firms.
D. efforts to stimulate choices among government agencies.
E. a means of slowing outsourcing.
Galena is a new agent for a financial services company. She decides to join the local
chamber of commerce, the local association of businesswomen, and the local chapter of
the United Way organization. Galena is attempting to use __________ to generate
A. current customers
B. networking
C. trade shows
D. the Internet
E. customer complaints
Because advertising is the most visible form of marketing,
A. many people think of marketing and advertising as synonymous.
B. it is the most important part of a marketing mix.
C. everyone prefers to be in advertising.
D. marketing budgets always emphasize advertising over other forms of
E. it is the largest source of employment opportunities for marketing graduates.
__________ is a sales philosophy and process that emphasizes a commitment to
maintaining and investing in long-term, mutually beneficial business relationships.
A. Organizational buying
B. Cold calling
C. Psychographic selling
D. Relationship selling
E. Sales management
Marketers often create a special marketing mix for loyalty segments because these
segments are
A. too large to service with ordinary targeting.
B. difficult to identify.
C. costly to acquire.
D. generally profitable.
E. constantly changing.
Gwen recognizes that one of her roles as a company sales rep is to be the firm's
frontline emissary. As such, she strives to build strong relationships with customers and
A. use whatever means necessary to capture every possible sale.
B. focus on the short term.
C. take a long-term perspective.
D. disparage competitors' offerings.
E. shift organizational control from production to marketing.
Unlike manufacturers, __________ buy products from other businesses but do not
significantly alter the form of the products they buy before selling them.
A. producers
B. consumers
C. resellers
D. raw materials suppliers
E. gatekeepers
When a firm sets its pricing strategy based on how it can add value to its products or
services it has embraced a(n) _______ orientation to pricing.
A. industry
B. sales
C. competitor
D. production
E. customer
Firms use a differentiated targeting strategy because
A. it is easier than mass marketing.
B. it helps obtain a bigger share of the market.
C. it is better than focusing on individual or small groups of potential customers.
D. most market segments are too small to be profitable.
E. banks are more willing to extend credit to companies with this strategic approach.
Value is
A. the lowest cost option.
B. represented by brand names.
C. the highest-priced alternative.
D. everyday low prices.
E. what you get for what you give.
How might a book publisher use blogs in its marketing research efforts?
A. as a place to report marketing research results to top management
B. as a source of reviews of its latest releases
C. as a location for holding online focus groups about its books
D. as a location for conducting online experiments about book purchasing patterns
E. as a substitute for large-scale surveys about future book topics
Four frequently used targeting strategies are the micromarketing, undifferentiated,
differentiated, and __________ targeting strategies.
A. geographic
B. benefit-based
C. economic
D. global
E. concentrated
Assume the demand for electricity, a necessity with few substitutes, is -0.2. If the
electric company raised its rates by 10 percent, we would expect
A. a 10 percent decrease in quantity demanded.
B. a 2 percent increase in quantity demanded.
C. a 10 percent increase in quantity demanded.
D. a 2 percent decrease in quantity demanded.
E. a 5 percent decrease in quantity demanded.
When Starbucks first opened, many critics suggested, "No one will pay $4 for a cup of
coffee." Starbucks's critics suggested consumers would not be __________ to the
company's offerings.
A. responsive
B. perceptive
C. identifiable
D. reachable
E. quantifiable
_______ measures consumers' sensitivity to price changes.
A. Cross-price elasticity of demand
B. Price elasticity of demand
C. Income elasticity of demand
D. Competitive profit elasticity of demand
E. Inelastic demand price parity
Each generation of cell phones has provided greater clarity, range, security, and
multifunctionality. If marketers of cell phones use these features as a basis for pricing,
they would be using _______ pricing.
A. cost-based
C. reference-based
D. improvement value
E. market-based
Which of the following is the third step in the marketing planning process?
A. define the business mission
B. identify and evaluate opportunities
C. evaluate using a matrix
D. implement marketing mix and allocate resources
E. perform situation analysis

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