The 4Ps model has been challenged because it omits or underemphasizes important
activities such as services. It’s also been criticized for taking a seller’s, rather than a
buyer’s, viewpoint. The more recent 4As framework complements the traditional model
and includes ________.
A) adaptability, affordability, availability and awareness
B) adaptability, affordability, accessibility and awareness
C) acceptability, affordability, accessibility and awareness
D) acceptability, affordability, accessibility and aptitude
E) adaptability, affordability, availability and aptitude
Answer:
How have social media tools most likely affected personal selling?
A) reducing the use of person-to-person selling efforts
B) increasing the costs of selling products and services
C) changing the basic fundamentals of interpersonal selling
D) increasing the number of product reports given to customers
E) slowing the sales-force response rate to customers’ problems
Answer:
Many athletic stadiums enter into contractual agreements with national beverage
companies and food franchises to distribute only their brand-name products at the
respective venues. This is an example of ________.
A) horizontal price fixing
B) disintermediation
C) exclusive dealing
D) selective distribution
E) horizontal integration
Answer:
________ involves using an existing brand name for a new product category.
A) Line extension
B) Co-branding
C) New branding
D) Brand extension
E) Multibranding
Answer:
A pharmaceutical manufacturer offers monetary incentives to its sales representatives to
promote a new drug to the medical professionals in their respective geographic
territories. This is an example of a ________ strategy.
A) push
B) direct marketing
C) vertical integration
D) pull
E) publish-subscribe
Answer:
Which of the following statements about international marketing research is true?
A) International marketing research has declined over the past decade due to global
economic decline.
B) Conducting personal interviews in developing countries is generally less difficult
and less expensive than doing so in developed nations.
C) International researchers follow a different set of steps in marketing research than
domestic researchers.
D) Language translation in international marketing research typically increases costs
and raises the risk of errors.
E) International researchers benefit from useful secondary data that is available online,
so primary data is typically unnecessary.
Answer:
Which of the following statements regarding marketing intelligence is true?
A) Marketing intelligence typically involves sensitive and confidential information kept
out of the public domain.
B) The advantage of using competitive intelligence is negligible as it is based only on
internal sources of data.
C) All marketing intelligence inputs are available at no cost to any potential users.
D) Marketing intelligence is the systematic collection, monitoring, and analysis of
publicly available information.
E) Marketing intelligence efforts are more focused on gaining insights into a firm’s
consumers rather than its competitors.
Answer:
Which of the following statements is most likely true about direct and digital
marketing?
A) They are used to sell goods to an undifferentiated market segment.
B) They are inconvenient and lengthen the process for most buyers.
C) They remain unaffected by the rapid growth of technologies.
D) They build customer engagement and constitute a complete model for doing
business.
E) They are rarely used by companies as supplementary channels.
Answer:
When Goodyear sells replacement tires to final consumers, its potential market includes
millions of car owners around the world. But its fate in business markets depends on
getting orders from only a handful of large automakers. This represents the difference in
________ between business and consumer markets.
A) types of decisions
B) derived demand
C) market structure
D) the decision process
E) nature of the buying unit
Answer:
Which of the following is a geographic shift that has been observed in the United States
in recent times?
A) fewer Americans moving to Sunbelt states
B) fewer Americans moving to the South
C) more Americans moving to the Midwest
D) more Americans moving to densely populated cities
E) more Americans moving to micropolitan areas
Answer:
Which of the following is an example of a media public?
A) community organization
B) minority group
C) television station
D) banking institution
E) federal government
Answer:
Which of the following is most likely a true statement about shopping products?
A) Shopping products tend to be less expensive than convenience products.
B) The existence of such products is generally unknown to consumers.
C) Shopping products are purchased less frequently than convenience products.
D) Consumers typically spend very little time comparing shopping products.
E) A life insurance policy is an example of a shopping product.
Answer:
Volunteers belong to a company’s ________ publics.
A) general
B) local
C) citizen-action
D) media
E) internal
Answer:
Office Solutions is a large retailer that specializes in office products and services. Their
offerings include a wide and deep assortment of computers, desk furniture, printers,
office supplies, stationery, and printing. Office Solutions is most likely an example of a
________.
A) convenience store
B) pop-up store
C) category killer
D) lifestyle center
E) supermarket
Answer:
Many leading business and marketing thinkers are now preaching the concept of ‘shared
value” which recognizes that ________ needs, not just economic needs, define markets.
A) functional
B) marketing
C) individual
D) societal
E) physical
Answer:
NerdHerd Electronics sells three different sizes of televisions at three different prices.
In this case, the company’s pricing strategy is referred to as ________ pricing.
A) product line
B) optional-product
C) by-product
D) product bundle
E) captive-product
Answer:
Using a ________ positioning strategy, companies can attack the more-for-more
strategy of another firm by offering a brand of comparable quality at a lower price.
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) less-for-more
Answer:
________ distribution typically allows manufacturers to develop good working
relationships with intermediaries and expect a better-than-average selling effort. It also
gives producers good market coverage with more control and less cost than intensive
distribution.
A) Vertical
B) Selective
C) Horizontal
D) Comprehensive
E) Inclusive
Answer:
Which of the following is an example of an unsought product?
A) furniture
B) laundry detergent
C) refrigerator
D) toothpaste
E) life insurance
Answer:
Lovely Skin is establishing a pricing strategy for a new moisturizer. The total cost to
produce each unit is $3.50. The company has decided to add a $1.50 markup, so the unit
price to distributors will be $5. Lovely Skin is using a ________ approach to price the
new moisturizer.
A) value-added
B) good-value
C) cost-plus
D) competitor-based
E) break-even
Answer:
________ are flexible and allow for explanation of difficult questions as well as
demonstrating products.
A) Mail questionnaires
B) Telephone interviews
C) Individual interviews
D) Online questionnaires
E) E-mail interviews
Answer:
Markets can be segmented into groups of nonusers, ex-users, potential users, first-time
users, and regular users of a product. This method of segmentation is called ________.
A) user status segmentation
B) usage rate segmentation
C) benefit segmentation
D) behavioral segmentation
E) loyalty status segmentation
Answer:
________ is a discomfort caused by postpurchase conflict.
A) Selective retention
B) Cognitive dissonance
C) Selective attention
D) Restraint bias
E) Subliminal perception
Answer:
Which of the following is true of consumers in the new marketing communications
model?
A) They are more reliant on traditional methods of marketing for product information.
B) They are less informed than before about companies and product marketing
techniques.
C) They are more reliant on mass-media marketing methods for product information.
D) They are less powerful than before in affecting the way a company markets its
products.
E) They are better equipped to find product and brand information on their own.
Answer:
Asiana, a fragrance manufacturer located in France, markets its products to the North
American and Asian countries through independent distributors. In this case, Asiana has
entered into international markets through ________.
A) joint ownership
B) joint venturing
C) indirect exporting
D) direct investment
E) franchising
Answer:
Which of the following is most likely true about a sales force in the field?
A) They build relationships with customers through face-to-face collaboration.
B) They make most sales from their offices via media interactions.
C) They provide administrative backup for outside salespeople.
D) They rely on telemarketing efforts to gain leads and clients.
E) They are prohibited to sell or service accounts directly.
Answer:
________ involves minimizing pollution from production and all environmental
impacts throughout the full life cycle of goods.
A) The marketing concept
B) Pollution control
C) Product stewardship
D) Consumerism
E) Pollution prevention
Answer:
Which of the following is true of logistics?
A) Companies can gain a powerful competitive advantage by using improved logistics
to enhance customer service or lower prices.
B) The cost savings to a company and its customers due to improved logistics is
typically nominal.
C) Less than 5 percent of an average product’s price is accounted for by shipping and
transport.
D) The cost of logistics is considerably less than advertising.
E) Shaving off a small fraction of logistics costs has very little impact on savings.
Answer:
Critics who assert that the marketing system promotes too much interest in material
possessions are most likely concerned that the result of successful marketing will be
________.
A) high-pressure selling tactics
B) unsustainable overconsumption
C) perceived obsolescence
D) planned obsolescence
E) deceptive pricing
Answer:
________ are distribution channel firms that help a company find customers or make
sales to them.
A) Resellers
B) Suppliers
C) Producers
D) Logistics firms
E) Credit companies
Answer:
________ pricing is when a firm tries to determine the price at which it will break even
or earn the profit it is seeking.
A) Competition-based
B) Target return
C) Cost-plus
D) Good-value
E) Value-added
Answer:
Which of the following is a pure tangible good?
A) shampoo
B) a spa treatment
C) financial advice
D) a meal at a restaurant
E) a medical check-up
Answer:
Large companies like P&G, Walmart, and Allstate have designed specialty products and
promotions to target a previously untapped market that has grown substantially in
recent years. They are appealing to ________.
A) the Millenial generation
B) the Asian American market
C) the African American market
D) the LGBT community
E) the Hispanic market
Answer:
________ is an organized movement of citizens and government agencies to improve
the rights and power of buyers in relation to sellers.
A) Environmentalism
B) Proactivism
C) Affirmative action
D) Consumerism
E) Liberalism
Answer: