The sets of firms that supply companies with the raw materials, components, parts,
information, finances, and expertise needed to create products or services are known as
________.
A) retailers
B) upstream partners
C) distributors
D) downstream partners
E) distribution channels
Bruno Servers has decided to decrease its prices on its popular higher-range servers.
The company can reasonably expect ________ to increase.
A) fixed costs
B) variable costs
C) demand
D) additional value
E) overhead costs
A company is guilty of ________ if the company forgets latent competitors and only
focuses on current competitors.
A) perfect competition
B) self-competition
C) Cournot competition
D) competitor backlinking
E) competitor myopia
A society’s ________ are expressed in how people view themselves and others,
organizations, society, nature, and the universe.
A) social codes
B) cultural values
C) demographics
D) public policies
E) norms
Perry’s Mart, a grocery store in New Orleans, Louisiana, offers less merchandise
selection and fairly low levels of service. Despite the lackluster service and limited
selection of merchandise, customers still flock to Perry’s because it charges rock-bottom
prices. Perry’s Mart most likely uses the ________ positioning.
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
Some products that have entered the decline stage have been cycled back to the growth
stage through ________.
A) repositioning
B) ambush marketing
C) proximity mapping
D) dumping
E) offshoring
________ is one of the best ways to increase share of customer.
A) Targeting new customers
B) Using bait and switch
C) Cross-selling
D) Divesting
E) Partnership marketing
In advertising, “puffery” is a term which refers to ________.
A) a straightforward promotional message
B) innocent exaggeration for effect
C) hidden advertising messages to consumers
D) subliminal appeals to consumers
E) value-added promotions
________ are huge unenclosed shopping centers consisting of a long strip of retail
stores, including at least one large, freestanding anchor store like Walmart. Each store
has its own entrance with parking directly in front for shoppers who wish to visit only
one store.
A) Shopping malls
B) Power centers
C) Superstores
D) Chain stores
E) Regional shopping centers
In the context of media timing, ________ means scheduling ads evenly within a given
period.
A) sequencing
B) narrowcasting
C) continuity
D) routing
E) pulsing
A recent study conducted by Estelle Cosmetics Company showed that heavy users of
Estelle’s products comprise a small percentage of the market. The study indicated that
less than 7 percent of all shoppers buy nearly 71 percent of Estelle’s products in the
United States. This is an example of ________.
A) benefit segmentation
B) segmentation by loyalty status
C) segmentation by usage rate
D) psychographic segmentation
E) occasion segmentation
All of the following are forms of direct marketing EXCEPT ________.
A) personal selling
B) point-of-purchase promotion
C) telemarketing
D) direct-mail marketing
E) kiosk marketing
An attractive product idea must be developed into a ________.
A) concept alternative
B) product concept
C) brand personality
D) brand placement
E) product strategy
By harvesting its SBU, a company would most likely be ________.
A) milking its short-term cash flow regardless of the long-term effect
B) selling it or phasing it out and using the resources elsewhere
C) investing just enough to hold the SBU’s current market share
D) investing more in the business unit to build its share
E) diversifying its product line
Under a team-based new-product development approach, ________.
A) a single departmental team works to complete different stages of the process before
passing the new product along to the next department and stage
B) the organizational tension and confusion is less than under the sequential approach
C) company departments work closely together in cross-functional teams
D) a bottleneck at one phase can seriously delay an entire project
E) the new product passes from one department to another before finalizing
Which of the following is a potential drawback of multibranding?
A) Multibranding tends to decrease brand loyalty.
B) Company resources are likely to be concentrated on a single brand.
C) Multibranding curbs the growth opportunities of established brands.
D) Each brand might obtain only a small market share, and none may be very
profitable.
E) Multibranding causes companies to refrain from product diversification.
According to the text, what location does Coca-Cola consider a “promising long-term
growth opportunity”?
A) Russia
B) Brazil
C) China
D) Africa
E) India
In the context of geographical shifts in population, the migration toward ________
areas has resulted in a rapid increase in the number of people who telecommute.
A) urban
B) remote
C) rural
D) metropolitan
E) micropolitan
Which type of retailer usually carries more specialty goods at high prices and is more
likely to provide customers with assistance in every phase of the shopping process?
A) self-service retailer
B) limited-service retailer
C) full-service retailer
D) independent retailer
E) off-price retailer
How can companies learn about their competitors’ strengths and weaknesses?
Discuss how small businesses and not-for-profit organizations can obtain market
insights economically.
A company’s marketing communications mix-also called its promotion mix-blends five
different components. List and define these components.
List and briefly describe the four major online marketing domains.
How can researchers and managers arrive at the best interpretation of research findings?
Public relations specialists use several tools. Identify three of these tools and describe
how they can help a company communicate with the public.
What factors determine the success of a company’s value chain?
Why might salespeople use high-pressure selling tactics that do not lead to long-term
relationships with customers?
How can firms that use new direct marketing technologies avoid backlash from
consumers who view such marketing as an invasion of privacy?