Growth in the retail market is centered firmly in the middle market, leaving luxury
retailers and discounting specialists struggling.
To manage costs, most companies are choosing a leveraged sales force that focuses reps
on selling the company’s more complex and customized products to large accounts and
uses inside salespeople and online ordering for low-end selling.
Media coordination can occur across and within media types, but marketers should
combine personal and nonpersonal communications channels through multiple-vehicle,
multiple-stage campaigns to achieve maximum impact and increase message reach and
impact.
The gross margin on a product bears a direct relation to the direct product profit.
Because of insincere firms jumping on the “green” bandwagon, consumers bring a
healthy skepticism to environmental claims, but they are also unwilling to sacrifice
product performance and quality.
Building strong brands is the marketing task where the marketer is using a reliable
marketing information system to monitor the marketing environment so s/he can assess
market potential and demand focused on.
A manufacturer obtains referent power when it has special knowledge that
intermediaries value.
More stocking locations mean goods can be delivered to customers more quickly, and
warehousing and inventory costs are lower.
Performance marketing involves reviewing metrics assessing market share, customer
loss rate, customer satisfaction, and product quality in the evaluation of the
effectiveness of marketing activities.
To be branded, physical products need not be differentiated.
Marketing has sole ownership of customer interaction.
Paid media includes company-generated advertising, publicity, and other promotional
efforts.
A growing portion of US R&D expenditures goes to the development as opposed to the
research side.
If a marketing manager employs such marketing techniques as online buzz, student
ambassadors, cool events, and street teams to reach target markets, the manager is most
likely appealing to the ________ market.
A) Generation Z
B) Generation X
C) Generation Y
D) Silent generation
E) Baby boomers
The buying process starts when the buyer recognizes a(n) ________.
A) product
B) advertisement for the product
C) salesperson from a previous visit
D) problem or need
E) internal cue
When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product
that offered sizable storage capacity for songs and a portable device that was not seen
before in the market. Which of the following is most likely to have been the marketing
communications objective for the iPod at the time of its introduction?
A) developing brand awareness
B) building customer traffic
C) enhancing purchase actions
D) establishing product category
E) enhancing firm image
Which of the following elements of sociocultural environment can be associated with
the growing demand for ‘social surrogates” like social networking sites, television, etc.?
A) views of ourselves
B) views of organizations
C) views of others
D) views of nature
E) views of the universe
Selective price cuts, intense promotional blitzes, and occasional legal action are
commonplace in the strategic design of a(n) ________ attack.
A) frontal
B) flank
C) bypass
D) encirclement
E) guerilla
To be useful, market segments must rate favorably on five key criteria. What are those
criteria?
________ social media ground control and command center in Round Rock, Texas, has
70 employees and processes 25,000 daily social media events in 11 different languages,
responding to most queries and complaints within 24 hours.
A) DuPont’s
B) Dell’s
C) Gatorade’s
D) Wells Fargo’s
E) Nestlé’s
The fulfillment management process includes all the activities in ________.
A) gathering and acting upon information about the market
B) researching, developing, and launching new high-quality offerings quickly and
within budget standards
C) defining target markets and prospecting for new customers
D) building deeper understanding, relationships, and offerings to individual customers
E) receiving and approving orders, shipping the goods on time, and collecting payment
Which of the following types of power is objectively observable?
A) coercive power
B) legitimate power
C) group power
D) expert power
E) referent power
All of the following are considered to be among the seven characteristics of good
marketing research EXCEPT ________.
A) the scientific method
B) research creativity
C) multiple methods
D) ethical marketing
E) independence of models and data
Red Bull enlisted college students as “Red Bull student brand managers” to distribute
samples, research drinking trends, design on-campus product promotion activities, and
write stories for student newspapers. From a marketing management perspective, which
of the following brand equity drivers is most applicable in the given scenario?
A) the profitability associated with brand development
B) associations indirectly transferred to the brand by linking it to a person
C) the product and all accompanying marketing activities and supporting marketing
programs
D) the initial choices for the brand elements or identities making up the brand
E) associations indirectly transferred to the brand by linking it to a place
“CIVETS” is an acronym for ________.
A) Columbia, Indonesia, Vietnam, Egypt, Turkey, and Syria
B) China, India, Vietnam, Egypt, Turkey, and South Africa
C) Columbia, Indonesia, Vietnam, Egypt, Turkey, and South Africa
D) China, India, Vietnam, Egypt, Turkey, and Syria
E) Columbia, Indonesia, Vietnam, Egypt, Turkey, and Saudi Arabia
Which of the following tasks of the salesforce refers to conducting market research and
doing intelligence work?
A) servicing
B) communicating
C) targeting
D) prospecting
E) information gathering
The goal of ethnographic research is to ________.
A) capture cause-and-effect relationships by eliminating competing explanations of the
observed findings
B) understand consumers’ behavior by observing a sample group discussing various
topics of interest at length
C) study demographic variables such as age, gender, income, education, and so on, in
relation to consumer buying patterns
D) analyze customers’ purchasing behavior through catalog purchases and customer
databases
E) immerse the researcher into consumers’ lives to uncover unarticulated desires that
might not surface in any other form of research
The ________ attack can be used when the challenger spots areas where the opponent
is underperforming.
A) encirclement
B) frontal
C) flank-geographic
D) backwards-flank
E) guerilla
Personal influence in marketing communications carries great weight when the
________.
A) product being marketed is a convenience item
B) purchase of the product is considered to be safe and risk-free
C) product suggests something about the user’s status or taste
D) product being marketed is purchased on a frequent basis
E) product or service in questions is used without being recommended by others
To exploit the power of social media, marketers need to create tangible value for
consumers, which can come from all of the following EXCEPT ________.
A) discounts
B) coupons
C) information
D) solicitations
E) special offers
Organix Internationals LLC is planning to introduce its new range of breakfast cereals.
List the different product levels that it considers while formulating the demand
estimates for the new product.
Describe a counterfeiter as a market-follower.
Your organization is considering selling its products to the institutional market. What
type of customers will you be making your appeals to?
Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and
satisfiers. How does Herzberg’s theory affect sellers’ marketing strategy?
Identify three different types of personal communication channels.