Avon is successful at giving customers alternatives to traditional store outlets. Avon
uses ________, which does not require a customer to visit a store.
A. locational merchandising
B. social shopping
C. mass retailing
D. nonstore retailing
E. broad geographic exchange
A salesperson researching a company’s buying styles and product lines is most likely in
the ________ stage of the selling process.
A. overcome objections
B. preapproach
C. approach
D. sales presentation
E. close the sale
Which of the following is NOT one of the categories of wholesalers?
A. merchant wholesalers
B. agents
C. limited-service wholesalers
D. specialty line wholesalers
E. cash-and-carry brokers
Warehouses reduce large product shipments into smaller ones more suitable for
individual retailers. This process is called ________.
A. creating assortments
B. breaking bulk
C. third-party logistics
D. order processing
E. inventory control
To guide their media planning and plan optimization, some companies use ________ to
analyze the effects of different components, such as the impact of independent media
vehicles on a target variable such as sales.
A. media footprints
B. media flowcharts
C. modeling
D. ad trafficking
E. make-goods
Grayville Rock and Gravel, located in a seaport town, sells rock, gravel, and sand to
local markets. It has just been awarded a contract with a company 500 miles down the
coast. Management should consider switching from truck to ________ transport.
A. water
B. rail
C. pipeline
D. air
E. reverse
A(n) ________ scale is a measurement in which numbers are assigned to characteristics
of objects to reflect the order of the objects.
A. nominal
B. graduated
C. ordinal
D. interval
E. ratio
A marketing program is intended to allot and optimize resources across different
________.
A. departments in a company
B. marketing functions
C. brands, products, or services in a portfolio
D. target markets
E. product positions
________ is the process through which the market offering is positioned in the
consumer’s mind to produce a perception of advantage.
A. Brand knowledge
B. Brand equity
C. Brand alliance
D. Brand categorization
E. Brand strategy
Adam is a potential investor in Athletix, a manufacturer of sporting goods. To
determine whether or not he wants to invest in the company, Adam is examining a
document that lays out the financial goals for the entire company for the next three
years, as well as goals in production efficiencies and shipping efficiencies. Adam is
most likely reading the ________ for Athletix.
A. marketing plan
B. marketing program
C. business plan
D. business program
E. financial plan
________ is a process of using statistical analysis to continually reduce manufacturing
defects.
A. Discontinuous innovation
B. Six Sigma
C. QFD
D. ISO 9000
E. ISO 9001
________ involves enhancing the value of a market offering for a limited time.
A. Direct marketing
B. Viral marketing
C. Advertising
D. Sales promotion
E. Publicity
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try
the new makeup. In terms of the communication model, which of the following would
be the best way for the source to measure feedback?
A. the number of subscribers toLadies’ Home Journal
B. the number of people make up the target market
C. the number of people who redeem the coupon
D. the number of people who were exposed to the ad
E. the number of people to whom Melina Kanakaredes is an appealing spokesperson
More companies are adopting the concept of ________, which is the coordination of
advertising, sales promotion, public relations, and personal selling to ensure that all
marketing communications are consistent and relevant to the target market.
A. integrated marketing communications
B. integrated personal selling
C. integrated competitive methods
D. nonpersonal communication channels
E. viral marketing
Fence Patrol has developed an entirely new mounting system for chain link fences.
Although it is a local company, through the acquisition of a distributor Fence Patrol
now has the ability to market its products nationwide. Which of the following is a
promotion question that managers at Fence Patrol should address as they create a
marketing mix for new international markets?
A. What is the average local price for chain link fences?
B. How does the target audience feel about the quality of chain link fences currently on
the market?
C. What message about Fence Patrol’s chain link fences is most likely to connect with
the target?
D. Will wholesalers or retailers be the primary sources for Fence Patrol products in new
markets?
E. What will the target in each country be willing to pay for Fence Patrol products?
Enabling meaningful, personalized communication between a business and its
customers is most essential to which of the following?
A) the marketing mix
B) brand management
C) customer relationship management
D) the production orientation
E) social responsibility
A society contains smaller ________, or groups of people with shared values and
behaviors.
A. life stages
B. norms
C. subcultures
D. motives
E. attitudes
Another name for a large warehouse is a ________.
A. third-party logistics company
B. cross-dock
C. transportation management system
D. distribution center
E. stock-keeping unit
A business using price lining is doing which of the following?
A. trying to avoid the use of psychological pricing, which may be negatively received
by customers
B. trying to recoup its research and development costs for a new product
C. attempting to attain a large market share before any competitors can enter the
marketplace
D. creating different prices for different products within a product line
E. engaging in potentially unethical pricing
Which type of segmentation is most related to the use of the word when, such as when
consumers get the idea to buy, when they actually make their purchase, or when they
use the purchased item?
A. behavioral
B. psychographic
C. needs
D. impulse
E. values
An individual’s ________ determines his or her opportunity to purchase certain
products or services, or the limitations on such purchases.
A. self-identity
B. personality
C. attitude
D. affluence
E. cognitive age
________ attempts to expand understanding of the unknown.
A. Syndicated research
B. Secondary data
C. Applied research
D. Pure research
E. Primary data
Which of the following would a company most likely use to conduct a marketing audit?
A. the Five Forces of Competitive Position Model
B. ROMI analysis
C. the BCG matrix
D. CRM analysis
E. the NAICS
Suave ran ads featuring a woman with beautiful hair questioning “Suave or Matrix?
Can You Tell?” This is an example of ________.
A. informative advertising
B. reminder advertising
C. comparative advertising
D. personal advertising
E. word-of-mouth marketing
Which of the following would allow a company to avoid the expense of creating,
developing, and maintaining a brand?
A. licensing
B. co-branding
C. multibranding
D. bundling
E. patenting
In which of the following sections of a business plan would a not-for-profit business
most likely discuss its capacity to benefit its customer target?
A. executive summary
B. service overview
C. competitive overview
D. management overview
E. financial overview
Increasing market share and changing brand perceptions are both examples of
________.
A. qualitative metrics
B. quantitative metrics
C. qualitative analytics
D. quantitative analytics
E. marketing objectives
By definition, a consumer’s surplus occurs when ________.
A. there are more buyers for a product than units of the product available for sale
B. there are more units of a product available for sale than buyers of the product
C. consumers purchase a product at a price greater than the utility of the product
D. consumers purchase a product at a price less than the utility of the product
E. consumers assign a lower utility to a product than marketers had expected
Chandra and Michael are a young married couple. They currently drive an SUV but
would consider buying a smaller, more fuel-efficient car now that the prices on those
models have come down. They shop at their local organic shop when they are making a
special meal, but they more frequently shop at their local supermarket. Chandra and
Michael are interested in composting, and even took a workshop on how to start their
own compost bin, but getting started just hasn’t been a priority for them. Chandra and
Michael would most likely be classified as belonging to the ________ group.
A. LOHAS
B. green marketing
C. social marketing
D. Conventionals
E. Drifters
A company would most likely use the Porter analysis for which of the following?
A. to determine whether or not to expand a brand into a new market segment
B. to assess employee understanding of and commitment to company values
C. to identify shifting cultural values relevant to the company’s products
D. to identify lobbying efforts with the highest likelihood of success
E. to influence social movements relevant to the company’s brands