Conflict that occurs between two different levels in a marketing channel is referred to as
A. lateral conflict.
B. horizontal conflict.
C. vertical conflict.
D. distributor conflict.
E. contractual conflict.
Answer:
Evergreen Air Center is the world’s biggest parking lot for unwanted aircraft. Airlines
pay a monthly fee from $750 to $5,000 to mothball their unneeded airplanes there. Its
location is on 1,600 acres of Arizona desert near Tucson. The Southwest climate of dry,
warm air serves as a cheap and effective airplane preservative against rust. Evergreen’s
location is a(n)
A. competency.
B. sustainable advantage.
C. competitive identity.
D. core benefit proposition.
E. innovative distinction.
Answer:
Which of the following characteristics of online shopping contributes most to its
convenience?
A. Customers do not have to fight traffic, find a parking space, walk long aisles, or
stand in store checkout lines.
B. Consumers can avail themselves of numerous websites for almost any product or
service they want.
C. Consumers who prefer one-of-a-kind items that fit their specific needs can create
them online.
D. Consumers can engage in an electronic dialogue with marketers.
E. Consumers are in charge in the marketspace.
Answer:
An unsatisfied customer who switches brands is hard to replace. Which stage of the
product life cycle is focused on maintaining loyal buyers so that customers will not
switch brands?
A. introduction
B. maturity
C. growth
D. incubation
E. decline
Answer:
Cost per click is a measure in which
A. a fixed amount of money paid to the site for every visitor who clicks on an ad and
then jumps from that page to the advertiser’s website.
B. a fixed amount of money paid to the site for every sale that originated from an ad
posted on that site.
C. a fixed amount of money is paid to a site for posting an ad for a finite amount of
time.
D. a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a
month.
E. a fixed discount given to a visitor for clicking on an ad.
Answer:
All of the following forms of direct marketing were used to persuade consumers to
purchase products EXCEPT:
A. social media posts.
B. sweepstakes.
C. online.
D. television offers.
E. mail.
Answer:
Which of the following groups would be the LEAST likely target market for a company
producing canned food in single serving sizes?
A. single adults
B. school kitchens
C. campers
D. senior citizens
E. vending machine owners
Answer:
Figure 14-2
To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 14-2 above, the promotional element labeled B represents
__________.
A. advertising
B. personal selling
C. public relations
D. sales promotion
E. direct marketing
Answer:
All of the following are true about product line extensions EXCEPT:
A. this strategy can result in lower advertising and promotion costs.
B. a risk that comes with product line extensions is that sales of an extension may come
at the expense of other items in the company’s product line.
C. a product line extension raises the level of brand awareness.
D. line extensions work best when they do not cause cannibalization.
E. product line extensions involve using a current brand name to enter a different
product class.
Answer:
Predatory pricing is
A. an arrangement a manufacturer makes with a reseller to handle only its products and
not those of a competitor.
B. the practice of charging different prices to different buyers for goods of like grade
and quality.
C. the practice of charging a very low price for a product with the intent of driving
competitors out of business.
D. a conspiracy among firms to set prices for a product or service.
E. a seller’s requirement that the purchaser of one product must also buy another
product in the line.
Answer:
When developing marketing programs for new offerings, marketing may provide staff
to serve as part of a(n) __________, which consists of a small number of people from
different departments who are mutually accountable to accomplish a task or a common
set of performance goals.
A. cross-functional team
B. department
C. strategic business unit
D. organization
E. business consortium
Answer:
Continuous scheduling would most likely be used for advertising __________.
A. fishing rods
B. bathing suits
C. gardening supplies
D. bathroom cleaning supplies
E. children’s toys
Answer:
Dependability is the consistency of replenishment. This is important to all firms in a
supply chain and to consumers. It can be broken into three elements: consistent lead
time, complete delivery, and __________.
A. honest and accurate pricing
B. quality products
C. a well-informed delivery staff
D. product warranties
E. safe delivery
Answer:
Which of the following statements concerning marketing research is most accurate?
A. The primary purpose of marketing research is to collect data for historical purposes.
B. When collecting marketing research, people may not be willing to tell you what you
want to know if it is potentially embarrassing.
C. Marketing research, if done properly, will always result in a positive marketing
result.
D. People are just as able to give accurate information about products they have only
heard about as those they have actually used.
E. Among those people who participate in market research studies, there is an almost
perfect correlation between a respondent’s stated intentions and his/her actual buying
behavior.
Answer:
The BCG has given specific names and descriptions to the four resulting quadrants in
its growth-share matrix based on the amount of cash they generate for or require from
the organization. Stars are SBUs that are classified as having
A. high market growth rates and high relative market shares.
B. low market growth rates but high relative market shares.
C. low market growth rates and low relative market shares.
D. high market growth rates but low relative market shares.
E. medium market growth rates and medium relative market shares.
Answer:
In terms of the global marketplace, there are three primary types of companies:
__________ firms, multinational firms, and transnational firms.
A. worldwide
B. conglomerate
C. intercontinental
D. international
E. cosmopolitan
Answer:
All of the following are examples of test markets EXCEPT:
A. controlled test market
B. concept test market
C. simulated test market
D. laboratory test market
E. standard test market
Answer:
Research has found that for many products, including soft drinks, coffee, and cosmetics,
consumers are unable to distinguish among brands in blind tests (i.e., taste or other use
of the products without labels). Nonetheless, even when prices are similar, consumers
have strong preferences for specific brands. They may buy out of habit, which is the
basis of
A. extended problem solving.
B. limited problem solving.
C. routine problem solving.
D. high-involvement problem solving.
E. personal problem solving.
Answer:
Mr. Clean is an antibacterial cleaning liquid for home use. If Proctor and Gamble
(P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to
the Mr. Clean product line, it would be seen by P&G as
A. a discontinuous innovation.
B. a new product from the company’s perspective because it is a product line extension.
C. a high-risk product mix extension because it is new to the market.
D. new by the Federal Trade Commission for the usual one-year period.
E. not a new-product because it does not represent a different SKU.
Answer:
Not every suburban store is located in a shopping mall. Many neighborhoods have
clusters of stores, referred to as a strip mall, to serve people who are within a 5- to
10-minute drive. Unlike the larger shopping centers, the composition of these clusters
usually __________.
A. is unplanned
B. includes national anchor stores
C. is restricted to privately-owned specialty stores
D. is mainly fast food restaurants
E. includes amusement or theme parks
Answer:
Facilitating function activities include
A. buying and selling.
B. assorting, sorting, and storing.
C. financing, grading, and providing information.
D. risk taking.
E. transportation.
Answer:
A specialized observational approach, in which trained observers seek to discover
subtle behavioral and emotional reactions as consumers encounter products in their
natural use environment, is referred to as __________ research.
A. ethnographic
B. cultural
C. genealogical
D. sociological
E. physiological
Answer:
The purpose of copyright law is to
A. provide incentives for increased competition.
B. give inventors of new and novel products the right to exclude others from making,
using, or selling products that infringe the patented invention.
C. level the playing field between inventors who work for large corporations and those
who work on their own.
D. guarantee the quality and safety of any product produced or distributed in the United
States.
E. give an author of a literary, dramatic, musical, or artistic work the exclusive right to
print, perform, or otherwise copy that work.
Answer:
OUT! International’s Hey! There’s A Monster In My Room spray with a bubble-gum
fragrance was designed to rid scary creatures from a kid’s bedroom. Although a clever
idea, it failed because it
A. did not satisfy customer needs on critical factors.
B. had poor product quality.
C. had bad timing.
D. had an incomplete market and product protocol.
E. had too little market attractiveness.
Answer:
Packaging is defined as __________.
A. any box, bottle, jar, can, carton, or bag that can be used for transporting services
B. any container in which a product is offered for sale and on which label information is
communicated
C. that part of a product that is not recycled
D. the part of the product that identifies the product or brand, who made it, where and
when it was made, how it is to be used, and the contents and ingredients
E. any container used in the preservation of ideas
Answer:
Figure 10-4
The consumers represented by Segment A in Figure 10-4 above are called __________.
A. early adopters
B. early majority
C. late majority
D. laggards
E. innovators
Answer:
Factors that limit the range of prices a firm may set are referred to as __________.
A. pricing boundaries
B. pricing constraints
C. demand factors
D. pricing barriers
E. pricing restrictions
Answer:
An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the
chocolates topped with the well-recognized Mercedes logo. There was no mention of
the company name or sign of a product in the ad. This ad was an example of
__________ advertising.
A. competitive institutional
B. competitive product
C. advocacy
D. pioneering product
E. reminder institutional
Answer:
Since __________ is typically regulated by the state or federal government, marketing
plays a relatively small role in this setting.
A. pure competition
B. a pure monopoly
C. an oligopoly
D. monopolistic competition
E. a megopoly
Answer:
Five trends in the past decade have significantly influenced the landscape of global
marketing. One of them is
A. an increase in economic protectionism and a decline free trade.
B. a more aggressive attitude towards initiating international tariffs and quota systems.
C. a decrease in most countries’ GDPs and a renewal of nationalism.
D. the growing prevalence of economic espionage.
E. an increase in most countries’ GDPs coupled with an increased degree of consumer
ethnocentrism.
Answer: