Pricing decisions of specialty stores are typically based on low markups on a high
volume of products.
A market segment with powerful suppliers controlling the prices is more attractive than
a segment with less powerful suppliers.
Most firms begin the strategic planning process by developing detailed marketing and
departmental plans that support a company-wide plan.
Online direct marketing results in higher costs and slower handling of channel and
logistics functions.
Social class is not determined by a single factor, such as income, but is measured as a
combination of occupation, income, education, wealth, and other variables.
The maturity stage of the PLC is characterized by a slowdown in sales growth.
Demographic variables are generally more difficult to measure than most other types of
variables.
In an automated warehouse, orders are fed directly from the retailer’s information
system into the wholesaler’s, and the items are picked up by mechanical devices and
taken to a shipping platform where they are assembled.
Price reductions from rebates are given to consumers at the point of sale.
The management strategy of environmental sustainability focuses on developing ways
to support the environment while also producing profits.
Product stewardship is a beyond greening activity.
When a company’s market offering consists of a pure tangible good, related services are
typically included for an additional charge.
In a vertical marketing system, producers do not use intermediaries to sell their
products.
Wholesalers absorb risk by taking title and bearing the cost of theft, damage, spoilage,
and obsolescence.
________ refers to the amount of money charged for a product or service.
A) Payroll
B) Profit
C) Price
D) Cost
E) Salary
Which of the following is most likely the final stage of the business buying process?
A) problem recognition
B) product specification
C) proposal solicitation
D) order-routine specification
E) supplier performance review
Which of the following is true of marketing through blogs?
A) Starting and maintaining blogs is expensive.
B) Blogs are a form of traditional direct marketing.
C) Blogs are typically used to provide automated responses to consumer conversations.
D) Companies should not monitor blogs if they want to reach customers effectively.
E) Blogs are an inexpensive yet personal way to connect with consumers.
A(n) ________ becomes a motive when it is directed toward a particular stimulus
object.
A) cue
B) drive
C) response
D) belief
E) attitude
Every time a search is made using keywords related to construction, search engines
display text-based advertisements and links to Regan Builders, a construction firm. The
marketing tool used by Regan Builders is best referred to as a ________.
A) display advertisement
B) contextual advertisement
C) digital catalog
D) community Web site
E) Web blog
Which of the following is true of marketing strategies that are being developed in the
new marketing communications model?
A) They are more targeted, social, and engaging.
B) They target much larger customer segments.
C) They rely more on mass-media marketing techniques.
D) They use very little alternative media.
E) They include a greater number of print media ads.
________ occurs when two established brand names of different companies are used on
the same product.
A) Licensing
B) Co-branding
C) Private branding
D) Franchising
E) Brand positioning
A major advantage of a mail survey is that it ________.
A) provides significant flexibility
B) offers strong sample control
C) generates high response rates
D) eliminates interviewer bias
E) can be completed quickly
Which of the following is a transaction site?
A) Wikipedia
B) Yahoo
C) eBay
D) IMDB
E) Facebook
A convenience store ________.
A) markets to segments comprised mostly of white-collar workers
B) stocks narrow product lines that have wide, deep assortments
C) carries a limited line of high-turnover goods for consumer self-service
D) involves high operation costs due to full-service customer assistance
E) is a multi-channel food and discount retailer that targets niche markets
A brand difference is said to be preemptive if ________.
A) competitors cannot easily copy the difference
B) buyers can afford to pay for the difference
C) the difference can be introduced profitably
D) the difference is communicable
E) the difference is beneficial to customers
Which type of economy consumes most of its output and barters the rest for simple
goods and services?
A) industrial economy
B) developed economy
C) subsistence economy
D) emerging economy
E) raw material exporting economy
Which of the following companies is using a divesting strategy?
A) Juggernaut Bikes acquires new businesses in order to increase its market share.
B) To achieve a higher market share, LBD Inc. increases investments in advertising and
promotion.
C) When sales of its clothing division decline, Blackstone sells the division to a
competitor.
D) Getix Computers increases the price of its products in order to maximize short-term
profits.
E) Harlow’s market share remains steady over two years, and the firm decides to
maintain its share at the current level.
Unsolicited and unwanted commercial e-mail is referred to as ________.
A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam
In the ________ stage of new product development, products undergo rigorous tests to
make sure that they perform safely and effectively, or that consumers will find value in
them.
A) business analysis
B) idea generation
C) concept screening
D) product development
E) test marketing
________ 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
How do businesses segment their markets?
What are the major external sources of new product ideas? What type of information
can be gathered from each of these sources? How do firms benefit from such
information?
The aim of customer relationship management is to create not just customer
satisfaction, but customer delight as well. Explain.
Jazz is a costume jewelry manufacturing company based in the United States. The
company decides to sell its products abroad, but it faces the major problem of price
escalation. What is price escalation? How can Jazz overcome this problem?
Describe how marketers use multiple-segmenting bases to their advantage.
Compare and contrast the product and production concepts.