Henry Ford’s philosophy was to improve the efficiencies of assembling each Model-T
automobile so that its cost could be reduced further for increased consumer
affordability. This reflects the ________ orientation.
A) marketing
B) production
C) sales
D) consumer
E) relationship
An organization that wants to encourage more tourist visits to a certain location is most
likely to use which type of marketing?
A) people
B) cause
C) place
D) event
E) idea
Which of the following is considered a BRIC country?
A. Italy
B. Indonesia
C. Chile
D. China
E. Canada
Which type of research would be best suited for identifying which demographic groups
prefer diet soft drinks and where they buy this product?
A. exploratory
B. descriptive
C. explanatory
D. experimental
E. secondary
Refer to the scenario below to answer the following questions.
Jason West, owner of A-1 Cleaning, began his enterprise in 2009. Jason’s primary focus
had been on office cleaning for large corporations. But in recent months Jason saw a
decline in demand for office cleaning. Surprisingly, the competitive environment
appeared relatively stable with no new competitors. However, Jason understands that
office cleaning is a high-frequency service that is usually performed daily; therefore,
competitors must have been doing something to attract his customers. Building a
competitive advantage seemed to be the only option to offset competition. But as Jason
pondered his dilemma, he realized that he needed to better understand how customers
assess service quality and what they are looking for in a superior cleaning service, prior
to building his competitive advantage.
Jason developed a research plan. First, he gathered competitor information, primarily
through pamphlets and Web sites and also from a few phone calls, to find out exactly
what competitors offer in their cleaning packages. In addition, Jason obtained from the
area Chamber of Commerce an updated list of local corporations to which he would
send a short survey.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
Jason wanted to better understand how his customers assess service quality. This is an
example of a ________.
A. marketing research problem
B. research question
C. research design
D. research plan
E. type of research
A ________ is a document that includes an assessment of the marketing situation,
marketing objectives, marketing strategy, and marketing initiatives.
A. marketing plan
B. business mission
C. business vision
D. marketing audit
E. SWOT analysis
A company achieves ________ for itself by creating value for customers.
A) utility
B) needs
C) profits
D) a brand
E) a marketing concept
A firm can use marketing to attempt to transform a(n) ________ into a perceived need
for the firm’s product or service.
A) brand
B) equity
C) utility
D) want
E) demand
By definition, a consumer product is intended to do which of the following?
A. fulfill a consumer desire
B. fulfill a business need
C. promote a brand
D. create a consumer’s surplus
E. match a customer’s perceived utility
________ is the exchange value of a product or service in the marketplace.
A. Utility
B. Tangibility
C. Price
D. Wage
E. Salary
Home Depot offers “how-to” classes for do-it-yourselfers, featuring instructions on how
to complete home improvement projects using products sold at its stores. This is an
example of how Home Depot has differentiated itself through its ________.
A. merchandise
B. customer service
C. segmentation
D. atmosphere
E. pricing
In the AIDA model, personal selling and sales promotions are most effective at
generating ________.
A. demand
B. decoding
C. awareness
D. action
E. interest
In the AIDA model, advertising and public relations are most effective at generating
________.
A. demand
B. desire
C. awareness
D. action
E. interest
Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even
though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand
________.
A. extension
B. equity
C. specialty
D. service
E. allies
A federal agency ordered KFC to stop running ads with false claims that its fried
chicken is compatible with certain weight loss programs. Which agency had the
authority to issue this order?
A. the Federal Trade Commission
B. the Food and Drug Administration
C. the Consumer Product Safety Commission
D. the Interstate Commerce Commission
E. the Federal Communications Commission
Refer to the scenario below to answer the following questions.
Herb Marks was making wooden writing utensils as a hobby until Mel Yoder
recognized Herb’s talent. Mel immediately ordered 250 pens and pencils of various
styles to be displayed in his shop’s showcase. Within three months, the writing utensils
were a hit! Herb Marks had never thought of marketing his talent, but Mel’s enthusiasm
and the recent sales were enough to change his mind.
With limited resources, Herb contacted three additional specialty shops within 100
miles. He explained his manufacturing processes and engraving options to each. All
three shops’ owners placed a trial order. Within two months, just prior to the holiday
season, each shop owner placed an additional order. Herb was ecstatic!
“I figured business would slow down after that,” Herb stated, “but in February I was
contacted by Elmore Distributors. At that point, I had to make a huge decision about
how far I wanted to go with this business.”
Elmore Distributors provided products for school fundraisers in a seven-state area. Herb
was offered a two-year contract and immediate inclusion in Elmore’s promotional flyer.
Herb Marks accepted the offer and, along with it, the responsibility to produce
thousands of wooden pens and pencils.
“I had to get a grip on the magnitude of this project!” Herb added. “I couldn’t grow out
of control. I was already working to capacity.”
Herb decided to place his major focus on the large contract with Elmore. However, to
avoid placing his total emphasis with one customer, Herb continued nurturing his four
previously established accounts without targeting any additional customers.
“At this point, I had set up an assembly line in a rented building,” Herb explained. “I
had to hire three full-time employees to work the line while I managed the customer
orders and purchased materials.” Herb paused. “But I can’t take the Elmore project for
granted. It might not always be there. I’ll have to have a good alternate plan if that day
comes.”
In the scenario, how does Herb segment his market?
A. values
B. usage rate
C. income
D. geographically
E. demographically
To evaluate the different market segments your company serves, you would be LEAST
likely to look at which of the following factors?
A. segment size
B. segment growth potential
C. segment attractiveness
D. segment history
E. brand resources
Companies in the ________ sector were the first to adopt marketing-mix models.
A. health services
B. luxury services
C. restaurant
D. retail clothing and accessories
E. consumer packaged-goods
Refer to the scenario below to answer the following questions.
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a bluff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during
the summer months, but then faced a tremendous downturn in business during the
winter months. “But, given the industry in the nearby towns, very little year-round
competition, and our close proximity to Portland,” Carol added, “I couldn’t understand
why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol’s plan,
then, involved a seasonal promotional gimmick to be implemented from early winter to
late spring that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers, both
satisfied repeat guests and new guests who had been snagged by her promotional
appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers delicious
entrees, but we’d like to expand that. We provide health club privileges off-site, but we’d
like to eventually provide our own. These are goals I hope to achieve in a few years.
Our first project, however, included a renovation of our guest rooms and I’m quite
proud of the results.” Carol then added, “Actually there are so many possibilities! With
an indoor pool area, I will eventually offer weekend get-aways throughout winter.”
Carol Veldt has decided to ask selected guests to participate in an extensive survey
about their experience at Seagull Terrace and about their most desired amenities and
vacation experiences. By implementing the suggestions she receives from guests, Carol
would be following the ________.
A) production orientation
B) relationship orientation
C) sales orientation
D) marketing concept
E) social responsibility concept
Which of the following is the most essential activity performed by a company’s
marketing function?
A. creating a business vision
B. injecting customer requirements into the company’s other functions
C. developing tactical plans for the various functions within the company
D. formulating specific and measurable business objectives
E. creating the company’s strategic plan
Ruth Terry is a realtor. In her ads, Terry offers the free use of a moving truck to every
customer she helps either buy or sell a house. This free use of a moving truck is an
example of ________.
A) the creation of value
B) a perceived need
C) a demand
D) social responsibility
E) customer lifetime value
You have just created the “perfect” ad. It communicates the full mix of benefits upon
which the brand is differentiated and positioned. This full positioning of the brand is
called ________.
A. its value proposition
B. target marketing
C. brand optimization
D. its value profile
E. differentiated marketing
Which of the following is NOT a defining aspect of American culture?
A. Fate determines our destinies.
B. Time is money.
C. We gain strength through our diversity.
D. Change equals progress.
E. All people are created equal.
Which of the following is the innovation that involves the greatest degree of change?
A. concept change
B. cannibalization
C. context change
D. cosmetic change
E. style change
Sales opportunities in the United States expanded most notably during which of the
following time periods?
A) the Revolutionary War
B) the years immediately following the Revolutionary War
C) World War I
D) the Great Depression
E) the 1930s
Thirty years ago, which of the following was the LEAST popular advertising media for
marketers?
A. radio
B. digital
C. outdoor
D. print
E. television
Marlene Arau is a member of the sales force at Urban Fashions, a clothing
manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a
potential customer. Marlene is learning as much as she can about the wholesaler’s
organization. Marlene is in the ________ step of the personal selling process.
A. prospecting
B. sales presentation
C. preapproach
D. approach
E. overcome objections
In a(n) ________ market structure, there are many sellers with very similar products
who have no significant pricing power.
A. monopoly
B. oligopoly
C. monopolistic competition
D. pure competition
E. natural competition
To be successful, an advertisement must ________.
A. guarantee the highest quality product
B. offer the highest quality service
C. reach consumers frequently
D. promise the lowest market price
E. gain the attention of consumers
Which of the following is NOT an example of a broad marketing objective?
A. to build awareness of a product or service
B. to increase a company’s investment in a product
C. to increase a product’s market share
D. to increase sales of a service
E. to reduce resistance to a product or service
When marketers determine the distribution intensity for a product, they are determining
the ________ of a channel level.
A. width
B. length
C. logistics
D. assortment
E. mode
Monique is a mother of toddler twins. Since the babies were born, Monique has taken
great care in selecting their products. She chooses organic and locally grown fruits and
vegetables over processed baby food. The twins are dressed in natural cotton clothing,
most of it made by companies with policies supporting sustainability. Many of the
children’s toys are made from recycled materials. Monique would most likely be
classified as belonging to the ________ group.
A. LOHAS
B. green marketing
C. social marketing
D. Conventionals
E. Drifters
Explain the purpose of a break-even analysis.
Briefly explain the differences between a product and a brand.
Describe the factors that might draw a company into global trade.
Compare and contrast the level of control a marketer can exert over word of mouth,
sales promotion, public relations, and advertising.
Explain why a customer’s purchase history may be considered the most important piece
of information collected in a CRM system.
Briefly explain how the Internet has affected cost transparency. Include an explanation
of the benefits for consumers and the possible disadvantages for marketers.
Describe the five steps of the basic marketing research process.
Give two examples of different types of advertising appeals that marketers can use.
When does a customer have a neutral response to a purchase?
Compare and contrast how advertising effectiveness can be measured strategically and
behaviorally.
How can an employee enhance or undermine a brand image?
Compare and contrast the three major types of business buying situations.
Why are people reached by direct mail better prospects for a company than those
reached by mass media such as television or magazines?
Give two examples of how companies can gather information to respond to changes in
the microenvironment.
Identify the elements generally included in a business plan.
Briefly identify some disadvantages a company with a large and diverse business
portfolio may experience.
Explain why a company’s largest customers may NOT be its most profitable customers.
Don Brady is responsible for obtaining price quotations from various vendors. After
reviewing the vendors’ proposals, Don then determines whether or not to send each
vendor a contract. Don apparently plays two roles in the buying center, that of
________ and ________.
A. user; buyer
B. buyer; gatekeeper
C. initiator; user
D. decider; buyer
E. gatekeeper; influence
Describe the conditions under which a marketer can offer a discount, rebate, or benefit
to one customer but not to another.