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In the sales era, firms attempted to match their output to the potential number of
customers who would want it.
a. True
b. False
A well-designed Internet-based marketing research project can cost less than offline
research yet yields faster results.
a. True
b. False
An example of a threat to a firm discovered by a SWOT analysis might be:
a. the presence of cost advantages due to advanced technology.
b. the chance to acquire firms with the needed technology.
c. the entry of new competitors in the industry.
d. the narrow product line produced by the firm.
Databases and interactive marketing are important IMC tools that help marketers collect
information from customers and then segment markets according to demographics and
preferences.
a. True
b. False
Exporters often set standard worldwide prices, regardless of their target markets.
a. True
b. False
Notforprofit organizations use social media to connect with the general public, the
business community, and each other.
a. True
b. False
Responding to moviegoers’ recently renewed interest in the 3D format, Panasonic
introduced the world’s first 3D home entertainment system. This strategy used by
Panasonic is an example of a _____.
a. market engagement strategy
b. market simulation strategy
c. product development strategy
d. product association strategy
Southwest Airlines and Carnival Cruises collaborated to market "fly and cruise"
specials from major cities to Carnival's ports in New Orleans, Galveston and Miami.
The collaboration enabled both firms to share the cost of the campaign. This strategy is
known as:
a. cross-promotion
b. cooperative advertising
c. comparative advertising
d. interactive advertising
Companies that offer mass--marketed goods and services are more likely to achieve
monopoly position with their customers compared to those companies that manufacture
luxury products.
a. True
b. False
A VMS that achieves channel coordination when a dominant channel member exercises
its power is called a(n) _____ marketing system.
a. corporate
b. community
c. administered
d. contractual
Competition in the market usually forces firms to adopt a differentiated marketing
strategy.
a. True
b. False
The FTC and U.S. Department of Justice can stop mergers if they believe the proposed
acquisition will reduce competition by making it harder for new companies to enter the
field.
a. True
b. False
Due to intense competition in the market, present-day sales promotion techniques
mainly focus on providing short-term incentives to customers in order to obtain a
purchase.
a. True
b. False
_____ is the process of dividing a B2B market into groups on the basis of their size,
sales revenues, or number of employees.
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
Banners have evolved into a more target-specific technique for Internet advertising with
the advent of _____ which are messages that appear on the screen at exactly the right
moment.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
Companies can improve their positioning on the search list of search engines by paying
a particular fee.
a. True
b. False
Reciprocal arrangements traditionally have been common in industries featuring
heterogeneous products.
a. True
b. False
Web services require compatible hardware and software systems to exchange data over
a network.
a. True
b. False
Kelly is planning a spring break trip and checking the prices of hotels in Daytona,
Florida. She visits the website Hotels.com to do a search and is also shown prices from
several other travel websites. Hotels.com is utilizing ________ to allow its online
shoppers to compare prices.
a. shopbots
b. robots
c. web crawlers
d. cookies
Core competencies are capabilities that customers value and competitors:
a. can easily copy.
b. tend to overestimate.
c. find difficult to duplicate.
d. undervalue.
A firm’s marketers must write a marketing plan before formulating an overall marketing
strategy.
a. True
b. False
Abel building solutions, a steel manufacturing company that supplies steel to various
construction companies, segments its customers based on the number of employees in
the company and the sales revenue generated by it. This strategy is used by Abel to
develop specific marketing plans for their customers. Abel is segmenting its customers
on the basis of:
a. demographic characteristics.
b. service provided.
c. buyer specifications.
d. end-use application.
Products purchased on the spur of the moment are called _____.
a. marketing mix
b. specialty products
c. product
d. services
e. convenience products
f. impulse goods
g. installations
h. wholesalers
i. business-to-business (B2B)
j. supplies
k. emergency goods
l. shopping products
m. component parts and materials
n. staples
o. product mix
p. product line
q. line extension
r. total quality management
s. product lifecycle
t. benchmarking
A restaurant owner who places signs along the interstate highway to advertise his
service knows that the signs will act as a cue for hunger causing consumers to stop at
the restaurant.
a. True
b. False
Social media marketing seeks to control the content and message received by the
audience.
a. True
b. False
_____ have profit responsibility for their product group and help retailers in
maximizing the sales for the whole group of products not just the particular
manufacturer’s product.
a. Research analysts
b. Early purchasers
c. Boundary spanners
d. Category managers
The trade-oriented promotion that consists of a display or other promotion located near
the site of the actual buying decision is known as:
a. specialty advertising.
b. missionary selling.
c. push-on-premises display.
d. point-of-purchase advertising.
With reference to the five characteristics of a product innovation, a product innovation
is said to have a greater _____, if it is superior to previous ideas reflected in terms of
lower price, physical improvements, or ease of use.
a. associability
b. compatibility
c. relative advantage
d. observability
In an attempt to simplify pricing structures, sellers will quote uniform prices that, in
effect, spread the total shipping costs across all the customers.
a. True
b. False
Web advertising has become more attractive in recent times due to a rise in clickthrough
rates.
a. True
b. False
Which of the following segmentation approaches is most likely to help marketers
quantify aspects of consumers’ personalities and lifestyles to create goods and services
for a target market?
a. Psychographic segmentation
b. Demographic segmentation
c. Geographic segmentation
d. Product-based segmentation
Microeconomics suggests a way of determining prices that assumes a
profit-maximization objective.
a. True
b. False
Group purchasing is an important factor in institutional markets as institutions often
join cooperative associations to pool purchases for quantity discounts.
a. True
b. False
