Workers, managers, and members of the board are examples of ________ publics.
A) general
B) internal
C) local
D) citizen-action
E) media
Answer:
Berman Electronics, a chain of appliance stores in North America, caters to a wide
range of customers. It has a marketing organization in which different operational
specialists head different marketing activities. Berman Electronics is a(n) ________.
A) customer management organization
B) niche marketer
C) early adopter
D) functional organization
E) laggard
Answer:
All of the following are benefits of online direct marketing for buyers EXCEPT
________.
A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience
E) privacy
Answer:
Flurrbies, a brand of unique winter accessories that quickly fell in and out of favor with
customers, is an example of a ________.
A) style
B) fashion
C) fad
D) norm
E) subculture
Answer:
Which of the following is NOT a common variable used by both consumer and business
marketers while segmenting markets?
A) operating characteristics
B) loyalty status
C) usage rate
D) geographic location
E) benefits sought
Answer:
After determining its advertising objectives, a company’s next step in developing an
advertising program is to ________.
A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy
Answer:
Boson Corp. is introducing consumers to its new car with the help of an advertisement
campaign. This introductory campaign most likely aims to affect the ________ stage of
buyer-readiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
Answer:
________ is an approach in which all the company’s people are involved in constantly
improving the quality of products, services, and business processes.
A) Business intelligence
B) Quality function deployment
C) Total quality management
D) Brand equity management
E) Product positioning
Answer:
Firms that decide against international expansion to play it safe ________.
A) protect themselves from competition at home
B) gain a competitive edge against imports in their home markets
C) successfully shield themselves from foreign competition
D) risk losing their home markets
E) increase their chances of entering other markets
Answer:
Which promotional tool is the most immediate, customized, and interactive?
A) segmented advertising
B) sales promotion
C) direct marketing
D) horizontal diversification
E) public relations
Answer:
________ are low-share business units in high-growth markets that require a lot of cash
to hold their share.
A) Stars
B) Dogs
C) Question marks
D) Cash cows
E) Bears
Answer:
Which of the following processes does value-based pricing reverse?
A) high-low pricing
B) everyday low pricing
C) cost-based pricing
D) good-value pricing
E) value-added pricing
Answer:
The BCG matrix approach is problematic in that it ________.
A) focuses on planning for the future at the cost of ignoring the present
B) focuses solely on current businesses and provides little scope for future planning
C) tends to undermine the importance of market growth rate as a measure of market
attractiveness
D) tends to undermine the importance of relative market share as a measure of company
strength in the market
E) fails to classify SBUs
Answer:
Which of the following leads to cultural pollution?
A) commercial noise
B) air pollution
C) language barriers
D) inflation
E) redlining
Answer:
Which of the following statements is true of cultural factors that influence consumer
behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing
and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value
system.
E) Hispanic Americans and African Americans are examples of racially-segregated
groups and not subcultures.
Answer:
Which of the following conditions would enable higher market share to produce higher
profits?
A) when unit costs drop as market share increases
B) when unit costs increase as market share increases
C) when production volume drops as market share increases
D) when production volume remains unaltered as market share increases
E) when the company fails to break even
Answer:
In the context of geographical shifts in population, the migration toward ________
areas has resulted in a rapid increase in the number of people who telecommute.
A) urban
B) remote
C) rural
D) metropolitan
E) micropolitan
Answer:
The use of short-term incentives to encourage the purchase or sale of a product or
service is called ________.
A) direct marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
Answer:
A marketer wanting to determine business buyer behavior is most likely to ask which of
the following questions?
A) Are buyers sensitive toward price changes in consumer markets?
B) What are the major influences on buyers?
C) Are niche markets more profitable than mass markets?
D) How do interpersonal factors affect organizational performance?
E) Is the role of gatekeepers relevant in the international business environment?
Answer:
A sales person of a manufacturing company has qualified a number of leads. Which of
the following is most likely the next step in the selling process?
A) calling on all the prospects one by one
B) closing the deal with the most promising prospect
C) learning as much as possible about the qualified prospects
D) handling all objections raised by the prospects
E) narrating the “value story” to the buyer
Answer:
Which of the following is a characteristic of customer-driven marketing?
A) Companies understand customer needs even better than customers themselves do.
B) Customers are unaware of their needs.
C) Products are created that meet both existing and latent needs, now and in the future.
D) Customers know what they want.
E) Customers don’t know what is possible.
Answer:
In a communication process, a receiver assigns meaning to the symbols encoded by a
company in its advertisements through a process known as ________.
A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating
Answer:
Walmart, Costco, and Southwest Airlines serve customers who want reliable,
good-quality products or services that are also reasonable and easily available. These
companies are all known for pursuing a value discipline known as ________.
A) operational excellence
B) customer intimacy
C) product differentiation
D) product leadership
E) focus
Answer:
In societal marketing, the ideal goal for companies is to turn all of their products into
________ ones.
A) salutary
B) desirable
C) pleasing
D) durable
E) serviceable
Answer:
Kimberly decides to alter its distribution strategy so that its jewelry is accessible to the
public only through one distributor. The strategy they’re considering is known as
________ distribution.
A) elusive
B) extensive
C) exclusive
D) selective
E) elective
Answer:
Kirk’s Comic Store has its own mobile app that users can download for free. The app
lets users know about special events, discounts, and merchandise currently available in
the store. Which of the following forms of marketing is exemplified from this scenario?
A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) mobile marketing
E) direct-mail marketing
Answer:
Which of the following focuses on finding new ways to solve customer problems and
create more customer-satisfying experiences?
A) concept testing process
B) customer value proposition
C) customer-centered new product development
D) customer lifetime value
E) team-based new product development
Answer:
According to management guru Peter Drucker, “The aim of marketing is to ________.”
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
Answer:
Solar Tanning Salon prices tanning sessions at $25 per visit. It also offers seasonal
passes for $175 that allow the customer to visit the salon multiple times in a year. This
is an example of a(n) ________.
A) sample
B) promotional allowance
C) product bundle
D) discount
E) product line
Answer:
A market challenger that matches the competitor’s product, advertising, price, and
distribution efforts is most likely ________.
A) creating multiple niches
B) pursuing an indirect attack
C) launching a full frontal attack
D) exiting from the current market
E) implementing a blue ocean strategy
Answer:
The ________ market consists of schools, hospitals, nursing homes, prisons, and the
like that provide goods and services to people in their care.
A) government
B) consumer
C) wholesale
D) for-profit
E) institutional
Answer:
Which of the following is a primary reason that companies use e-learning to conduct
sales training programs?
A) Customer needs and habits can be unambiguously conveyed through online training
programs.
B) Sales training programs that do not use e-learning are mostly ineffective.
C) E-learning eliminates employee attrition.
D) E-learning is the best way to simulate real-life sales calls.
E) E-learning cuts travel and training costs.
Answer:
When faced with a competitor who has cut its product’s price, which of the following is
the most cost-effective way for a company to maintain its own price but raise the
perceived value of its offer?
A) by improving the quality of the product
B) by introducing a higher-priced premium brand
C) by altering the company’s marketing communications
D) by bundling the offer with add-ons
E) by distributing the product through less costly channels
Answer:
What are the two dimensions of product quality?
A) consistency and level
B) performance and conformance
C) design and innovation
D) conformance and style
E) feature and design
Answer:
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
Answer: