Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
Which of the following is an external source for ideas?
A) project managers
B) engineers
C) salespeople
D) manufacturing staff
E) suppliers
An invitation to go skiing over the weekend forced Donna to look at her current
wardrobe. She realized that she required a warmer coat. Which of the following stages
of the buyer decision process does Donna exemplify?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
Demand for outboard motors depends on consumers purchasing fishing boats. This is
an example of ________ demand.
A) primary
B) composite
C) derived
D) elastic
E) negative
The total production costs at Kellner Machine Works are $87,000 out of which $45,000
represent fixed costs. Which of the following is representative of the variable costs
incurred by the company?
A) $35,000
B) $42,000
C) $45,000
D) $87,000
E) $132,000
As small companies achieve success, they inevitably move toward more ________
marketing. They adopt more-developed marketing tools and adhere to them closely.
A) ambush
B) formulated
C) entrepreneurial
D) intrepreneurial
E) multi-level
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
Compare and contrast a tariff and a quota.
________ means that service quality depends on the quality of buyer-seller interaction
during the service encounter.
A) Interactive marketing
B) Service differentiation
C) Service productivity
D) Corporate image marketing
E) Traditional external marketing
PoolPak produces climate-control systems for large swimming pools. The company’s
customers are more concerned about service support for maintaining their systems than
the initial price of the product. PoolPak specializes in and differentiates itself through
both cutting-edge technologies used to build its high-value climate control systems as
well as seamless quality service. PoolPak’s prices are very high, but demand for its
climate-control systems seems to be forever on the rise. This exemplifies ________.
A) target costing
B) a pure monopoly
C) cost-plus pricing
D) a nonprice position
E) break-even pricing
Atlas Imports and Exports sells products directly to consumers via the Atlas Web site,
and through local retailers as well. Which of the following is evident here?
A) corporate vertical marketing system
B) horizontal marketing system
C) multichannel distribution system
D) administered vertical marketing system
E) conventional distribution channel
Which of the following is a product decision that may be called into question under the
law?
A) stealing trade secrets
B) misrepresenting
C) patent protection
D) unfair discrimination
E) excessive cost
Advertising campaigns involving issues ranging from health care, education, and
environmental sustainability to human rights and personal safety can be classified under
________ marketing.
A) corporate image
B) internal
C) social
D) place
E) person
Which of the following is most likely gained by stores that cluster together?
A) decreased competition
B) increased customer pulling power
C) compliance with franchise agreements
D) creation of retailer cooperatives
E) standardization of the service mix
Which of the following statements is most likely true of market follower strategies?
A) Market followers have the resources to expand the market by developing new users,
new uses, and more usage of its products.
B) Market followers must expand internationally first to ensure distribution
effectiveness, cost savings, and quality control.
C) Market followers should conduct indirect attacks on competitor’s weaknesses to gain
market share quickly and inexpensively.
D) Market followers benefit from pursuing subsegments of target markets due to their
limited
resources.
E) Market followers must keep manufacturing costs and prices low or product quality
and services high.
Which of the following is NOT a type of off-price retailer?
A) independent
B) factory outlet
C) warehouse club
D) category killer
E) wholesale club
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.
________ occurs when someone in the company identifies a need that can be met by
acquiring a specific product or service.
A) Solutions selling
B) Proposal solicitation
C) Problem recognition
D) Performance review
E) Real-time marketing
News conferences, press tours, and grand openings are examples of ________, a type of
tool commonly used by public relations professionals.
A) public service activities
B) special events
C) social networking
D) development
E) investor relations
________ is an organized movement of citizens and government agencies to improve
the rights and power of buyers in relation to sellers.
A) Environmentalism
B) Protectionism
C) Liberalism
D) Consumerism
E) Capitalism
Discuss customer intimacy. Why is it important? Provide an example of a company that
successfully abides by this value discipline.
Why is the business buying process more formalized than the consumer buying
process?
Explain the concept of the price floor.
How has clutter in television and other advertising media created an increasingly hostile
advertising environment?
Differentiate between dynamic and fixed pricing.
How is marketing applied in the not-for-profit sector?