The ________ concept holds that a company’s marketing should support the best
long-run performance of the marketing system.
A) selling
B) global marketing
C) sustainable marketing
D) differential marketing
E) marketing
Answer:
When an effective program can be designed for attracting and serving a chosen
segment, the segment is best described as ________.
A) accessible
B) measurable
C) reachable
D) actionable
E) differentiable
Answer:
In advertising, puffery refers to ________.
A) broadcasting a straightforward promotional message
B) including innocent exaggeration for effect
C) creating emotional appeals for a brand
D) creating subliminal appeals for a brand
E) providing value-added promotions
Answer:
________ serves as a guide to the future, laying out how a company’s products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) An environmental mission statement
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
Answer:
________ is the degree to which the results of using an innovation can be observed or
described to others.
A) Relative advantage
B) Compatibility
C) Complexity
D) Divisibility
E) Communicability
Answer:
Fred’s, a national supermarket chain, sells its own brand of items across all categories.
Such items are considered ________ brands.
A) national
B) manufacturer’s
C) private
D) extended
E) licensed
Answer:
________ involves enlisting or even creating opinion leaders to serve as brand
ambassadors who spread the word about a company’s products.
A) Social marketing
B) Traditional marketing
C) Buzz marketing
D) Direct marketing
E) Values marketing
Answer:
Abel now has the buying power to purchase the computer that he wanted to buy six
months ago. Abel’s want has most likely become a ________.
A) need
B) value
C) demand
D) market offering
E) desire
Answer:
The style, ease of use, and multi-blade technology of Gillette’s Fusion razor system is a
________ that has favorably impacted consumer perceptions about other new products
sold by the company.
A) product audit
B) product feature
C) product image
D) product framework
E) product concept
Answer:
The Fashion Store, a new startup, sets product prices so that revenues will equal
manufacturing and marketing costs. The pricing strategy used by the company is
referred to as ________ pricing.
A) good-value
B) value-added
C) cost-plus
D) competition-based
E) target return
Answer:
Although internal databases can be accessed more quickly and cheaply than other
information sources, one of the challenges of internal databases is ________.
A) the inability to access
B) maintaining the current database
C) the lack of sophisticated equipment and technologies
D) decision making about data collection software
E) putting the customer at the center of all decisions
Answer:
________ marketing features marketing messages, promotions, and other content
delivered to on-the-go consumers through their portable electronic devices.
A) Direct-mail
B) Mobile
C) Mass
D) Viral
E) Kiosk
Answer:
A market segment is less attractive when ________.
A) there are few aggressive competitors in the segment
B) it is difficult for new entrants to enter the segment
C) it contains powerful suppliers who can control prices
D) substitute products are unavailable in the segment
E) buyers in the market segment have weak bargaining powers
Answer:
In which of the following steps of the selling process does a salesperson seek out,
clarify, and overcome any customer disapproval to buying?
A) handling objections
B) closing
C) follow-up
D) prospecting and qualifying
E) preapproach
Answer:
Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an
opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like
alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed.
Which of the following stages of the buyer decision process do Simone’s remarks
reflect?
A) information search
B) situational analysis
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
Answer:
In which of the following situations is a producer guaranteed full control over product
sales?
A) a corporate marketing channel
B) a direct marketing channel
C) a contractual distribution channel
D) a horizontal marketing system
E) an administered marketing system
Answer:
Which of the following is an example of a shopping product?
A) toothpaste
B) fast food
C) laundry detergent
D) television
E) candy
Answer:
A not-for-profit firm uses a small convenience sample to gather data on customer
reactions. It invites a small group of customers for lunch and asks them to share what
they think about the products they have purchased from the firm. This is an example of
________.
A) informal surveys
B) experimental research
C) neuromarketing
D) direct marketing
E) formal surveys
Answer:
A(n) ________ becomes a motive when it is directed toward a particular stimulus
object.
A) cue
B) drive
C) response
D) belief
E) attitude
Answer:
JP Wholesalers is one of the largest wholesalers of wooden furnishings in the country.
Recently, the company opened a chain of stores called JP Designer Homes that has
become popular due to the good reputation the company has as a wholesaler. The
company has now started acquiring smaller retail chains and consolidating its position
in the market. Which of the following trends is reflected in this scenario?
A) the shift toward self-service retailing
B) the decline of superstores and megastores
C) the decline of the voluntary chain distribution method
D) the rise of franchise organizations and joint partnerships
E) the blurring of distinctions between retailers and wholesalers
Answer:
________ companies research customers deeply to learn about their desires, gather new
product ideas, and test product improvements.
A) Production-oriented
B) Customer-driving
C) Customer-driven
D) Functional
E) Societal
Answer:
Which of the following is an effect of the advancement of technology on marketing?
A) Fragmented markets have assimilated into a few mass markets.
B) Marketers go through more intermediaries to connect with consumers.
C) Consumers rely less on marketer-supplied information than in the past.
D) Marketers have increasingly moved toward mass-marketing techniques.
E) Marketers tend to supply less information to consumers than in the past.
Answer:
When demand hardly changes with a small change in the price of a product, the demand
for the product is best described as ________.
A) elastic
B) flexible
C) inelastic
D) variable
E) cyclical
Answer:
During which stage of the business buying decision process is a buyer most likely to
conduct value analysis by carefully studying components to determine if they can be
redesigned, standardized, or made less expensively?
A) general need recognition
B) product specification
C) proposal solicitation
D) order-routine specification
E) performance review
Answer:
Netcorp, an Internet service provider, charges its users a fixed rental fee for its basic
package, which has a download limit. If a user exceeds this download limit, an
additional fee is charged for every download. In this case, the firm’s pricing strategy is
referred to as ________ pricing.
A) by-product
B) two-part
C) optional-product
D) segmented
E) promotional
Answer:
________ help companies reach many prospects that are not reached through their sales
forces.
A) Trade shows
B) Rebates
C) Allowances
D) Point-of-purchase promotions
E) Sweepstakes
Answer:
________ is the art and science of choosing target markets and building profitable
relationships with them.
A) Differentiation
B) Marketing management
C) Positioning
D) Segmentation
E) Value engineering
Answer:
Under ________, the market consists of many buyers and sellers trading over a range of
prices rather than a single market price.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) a pure monopoly
E) a pure monopsony
Answer:
Lush Lawns, a new landscaping company, uses the same logo and shade of green in all
forms of communication including its online ads, truck signage, Web site, and business
cards. Which technique is being used by Lush Lawns to promote its business?
A) logistics information management
B) inventory control segmentation
C) niche market penetration
D) integrated marketing communications
E) global marketing management
Answer:
GE operates a company trading site where it posts purchasing needs, invites bids,
negotiates terms, and places orders. This is an example of a(n) ________.
A) company buying site
B) intranet link
C) search engine
D) trading exchange
E) reverse auction
Answer:
A country may place a limit on the volume of imported citrus fruit that is allowed. This
is an example of a(n) ________.
A) quota
B) tariff
C) customs duty
D) fine
E) excise duty
Answer:
Which of the following is a type of identity theft that uses deceptive e-mails and
fraudulent Web sites to fool consumers into revealing their personal data?
A) cold calling
B) crowdcasting
C) viral marketing
D) phishing
E) crowdsourcing
Answer:
The marketing manager at Frizzles’ Eateries targets customers who are working to lose
weight but who still want to dine out. The restaurant chain offers a wide variety of
low-fat, low-calorie meals that appeal to dieters. Frizzles’ approach is best referred to as
________ segmentation.
A) age and life-cycle
B) user status
C) benefit
D) demographic
E) geographic
Answer: