When marketing partners share the cost of a promotional campaign that meets their
mutual needs, they are said to be engaged in:
a. ambush marketing.
b. cross-promotion.
c. guerrilla promotion.
d. personal selling.
Which of the following is a customer-oriented sales promotion technique?
a. Point-of-purchase advertising
b. Dealer incentives
c. Trade shows
d. Specialty advertising
A(n) _____ is a partnership in which two or more companies combine resources and
capital to create competitive advantages in a new market.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
Many companies have been forced to deal with a type of online fraud that lures their
employees into disclosing personal information. The employees receive an email that
appears to come from the Internal Revenue Service, demanding confirmation of their
Social Security numbers. The message threatens that noncompliance will mean criminal
penalties. These employees are victims of:
a. phishing
b. smishing
c. vishing
d. drishing
An individual’s reference group is most likely to influence his purchase decision while
buying a(n) _____.
a. external hard drive
b. automobile
c. frozen dinner
d. latte
A(n) _____ is a trade industry vendor who develops a comprehensive procurement plan
for a retail buyer.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
Now that you’ve rented a larger office space, you’ve decided to outsource the cleaning
task instead of hiring more janitors. Which of the following would not be a potential
advantage of this decision?
a. It may help reduce your costs.
b. It may help improve the quality of the cleaning.
c. It may help you concentrate your resources on your core business.
d. You may be able to obtain a performance guarantee.
e. It may eliminate the challenges involved in managing contracts and relationships.
Lands’ End products are sold through catalogs, the Internet, and Sears retail stores. The
Lands’ End brand practices dual distribution.
a. True
b. False
Which of the following is true of products priced as “FOB origin”?
a. The purchase of these products permits the buyers to subtract transportation expenses
from their bills.
b. The transportation costs of these products are uniformly distributed among all
channel members including the final purchaser.
c. The legal title and responsibility of these products lies with the seller until it is
delivered to the buyer.
d. The buyer pays all the freight charges to transport the product from the
manufacturer’s loading dock.
According to Maslow, _____ needs concern essential requirements for survival such as
food, water, shelter, and clothing.
a. self-actualization
b. esteem
c. physiological
d. belongingness
Your boss believes strongly in the potential of special software that has been developed
to search for patterns in computerized data files. This software is used primarily for
____.
a. Data warehousing
b. Predictive analytics
c. Competitive intelligence
d. MIS support
e. Data mining
Which of the following is one of the four major categories that define the business
market?
a. Stock exchanges
b. Governmental organizations
c. Labor unions
d. Lobbying groups
Like most companies, yours relies on reactive methods of collecting customer feedback.
You hope to change this by introducing the proactive element(s) of:
a. Monitoring social media sites
b. Compiling online customer comments
c. Answering customer emails
d. Emailing satisfaction surveys to customers
e. Calling customers after a sale
VB Group, a South African firm, is a leading supplier of African agricultural products
to the world. It buys products from the domestic producers and resells them in
international markets. The company maintains complete control over the marketing and
distribution of the products in the foreign markets. VB Group is an example of a(n)
_____.
a. subcontractor
b. export-trading company
c. export-management company
d. franchisee
Adjustments in the mission statement of an organization reflect changing business
environments and management philosophies.
a. True
b. False
Buying and selling are:
a. the two exchange functions of marketing.
b. physical distribution functions.
c. exchange and distribution functions, respectively.
d. distribution and exchange functions, respectively.
The _____ describes the tendency of people to conform to majority rule.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
_____ are volume-related pricing objectives that have the goal of controlling a portion
of the market for a firm’s product.
a. breakeven analysis
b. tariffs
c. unfair-trade laws
d. incremental-cost pricing
e. profit maximization
f. demand
g. value pricing
h. monopoly
i. elasticity
j. marginal
k. fair-trade laws
l. yield management
m. oligopoly
n. cost-plus pricing
o. full-cost pricing
p. supply
q. marginal analysis
r. target-return objectives
s. market-share objectives
t. pure competition
Geographic indicators such as job growth give useful guidance to marketers, depending
on the type of products they sell.
a. True
b. False
Direct-mail marketing relies heavily on database technology to manage lists of names
and segment them according to the objectives of the promotional campaign.
a. True
b. False
Many buyers of your luxury line of fine jewelry are middle class. You’re not surprised,
since middle-class consumers often buy items they associate with the upper classes.
Which of the following promotional messages would be likely to appeal to these
aspirational customers?
a. Feel like a billionaire.
b. Be practical.
c. Spend less on your look.
d. Live a luxury lifestyle.
Evaluating a supplier’s performance in categories such as price, EDI capability, delivery
times, and attention to special requests is known as:
a. value analysis.
b. customer relationship management.
c. vendor analysis.
d. task-based evaluation.
Creative selling is typically utilized to develop new business by adding new customers
or introducing new products or services.
a. True
b. False
It is more challenging for companies to defend against insiders stealing classified
information than the attacks that come from outside organizations.
a. True
b. False
The first stage in the market segmentation process, after identifying promising
segments, is to produce a forecast of market potential within each segment.
a. True
b. False
To be identified as a qualified prospect, a customer must have both the resources and
the authority to make purchase decisions.
a. True
b. False
When a firm uses a standardized marketing mix with minimal modifications in all of its
domestic and foreign markets, it is known as a _____ marketing strategy.
a. lateral entry
b. unipolar
c. global
d. multidomestic
The demand for private-label goods will be low in a tough economy.
a. True
b. False
_____ is a combination of strategies and tools that drives relationship programs,
reorienting the entire organization to a concentrated focus on satisfying consumers.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
_____ refers to a personal selling approach in which customers comes to the seller’s
place of business to buy products largely on their own initiative.
a. Order processing
b. Outbound telemarketing
c. Over-the-counter selling
d. Relationship selling
Typically, magazines can be successfully marketed to consumers through mass
marketing strategies.
a. True
b. False
Full-cost pricing allocates fixed costs that can be directly attributed to the production of
the specific priced item.
a. True
b. False
You are head of sales and marketing for your cowboy boots manufacturing firm. It has
been a chaotic product year, with a great deal of input from many stakeholders:
consumer advocacy groups, employees, competitors, and shareholders. You are meeting
with the CEO to establish pricing objectives for the upcoming product year.
Required:
Which of the following factors will you consider as you establish your firm’s pricing
objectives?
a. consumer advocacy groups’ concerns
b. sales reps’ compensation packages
c. competitors’ complaints
d. the firm’s survival
e. dissident shareholders’ complaints
Psychographic segmentation divides a population into groups based on:
a. their use of the product.
b. their income and expenditure patterns.
c. their geographic location.
d. their attitudes, values and lifestyles.
