With the help of ________ systems, consumers can avoid watching ads.
A) USB
B) CCTV
C) HDMI
D) DVR
E) XBMC
Which of the following is true with regard to store brands?
A) Store brands have been declining in popularity and strength for more than two
decades.
B) Store brands are also known as national brands.
C) Store brands are created and owned by resellers of a product or service.
D) Increasing consumer distrust toward store brands has led to a store-brand slump.
E) Store brands are growing far slower than manufacturer’s brands.
Crocus, a gift store, specializes in serving customer segments that major competitors
overlook and ignore. Which of the following best describes Crocus?
A) market follower
B) market challenger
C) early adopter
D) market nicher
E) laggard
Which of the following is NOT a position that a salesperson covers?
A) order taker
B) creative seller
C) order getter
D) relationship builder
E) shipping arranger
Which of the following is the adoption process stage at which the consumer considers
whether trying the new product makes sense?
A) awareness
B) interest
C) evaluation
D) adoption
E) trial
Mission statements should ________ and be defined in terms of ________.
A) be technology oriented; meeting the self-actualization needs of customers
B) be product oriented; satisfying the esteem needs of customers
C) embody the company’s short-term plans; current opportunities
D) be market oriented; satisfying basic customer needs
E) address sales and profits; the net return on investments
A country’s ________ shapes its product and service needs, income levels, and
employment levels.
A) international trade system
B) income distribution
C) industrial structure
D) political structure
E) foreign exchange system
Alpha Motors offers “Green automobiles for a greener world.” This refers to the
________ of Alpha automobiles.
A) brand resonance
B) position
C) brand equity
D) pleasure value
E) added value
Product mix ________ refers to the number of versions offered for each product in the
line.
A) length
B) depth
C) height
D) width
E) consistency
The main section of the marketing plan most likely presents a detailed ________
analysis of the current marketing situation.
A) breakeven
B) SBU
C) SWOT
D) regression
E) cluster
Heart of Midnight sells blue orchids to major florists around the world. Their key
requirement is speed. Which of the following modes of transport will help them?
A) rail transport
B) air carriers
C) trucks
D) piggybacks
E) water transport
A company can install a(n) ________ management system to collect, review, evaluate,
and manage new product ideas.
A) quality
B) innovation
C) content
D) supply chain
E) customer relationship
In the context of behavioral segmentation, who among the following is a potential user?
A) Anita, who recently had a baby
B) Peter, who recently changed his job
C) Mary, who enrolled as a graduate student in a university last year
D) Gina, who opened a dental clinic in Orange County
E) Raj, who is planning a trip to Hawaii with friends
Several structural factors affect long-run segment attractiveness. These include all of
the following EXCEPT ________.
A) easy entry by new competitors
B) the segment does not match the company’s long-run objectives
C) strong and aggressive competitors
D) many substitute products
E) power of buyers
Which of the following is a major advantage of the market organization?
A) The company is organized around the needs of specific customer segments.
B) The company exploits bleeding-edge technologies to keep ahead in the market.
C) The company has a flat organizational structure.
D) The company allows its salespeople to settle into a specific territory.
E) The company caters to a single, small market segment.
Which of the following methods is used by companies to set their advertising budgets
based on the industry average?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) regression method
An MIS is used to ________.
A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships
In ________, text-based ads and links appear alongside search engine results on sites
such as Google, Yahoo!, and Bing.
A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds
Pepsi being prominently featured on episodes of Empire is an example of ________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
________ are low-growth, high-share businesses/products that need less investment to
hold their market share.
A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Bears
Which of the following is a major type of vertical marketing system?
A) corporate
B) conventional
C) multilevel
D) intrinsic
E) extrinsic
Which of the following is a disadvantage of using information from internal databases?
A) Obtaining information from internal databases is both time-consuming as well as
expensive.
B) It is not possible to verify information obtained from internal databases.
C) Using information from internal databases leads to biased research findings.
D) Internal information may be incomplete or in the wrong form for making marketing
decisions.
E) Internal databases do not support highly sophisticated technologies that make it
difficult to store large volumes of data.
________ serves as a guide to the future by showing how the company’s products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) New clean technology
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
A(n) ________ system involves a single firm setting up two or more marketing
channels to reach one or more customer segments.
A) conventional distribution
B) corporate vertical marketing
C) horizontal marketing
D) administered vertical marketing
E) multichannel distribution
________ represent(s) consumers’ perceptions and feelings about a product and its
performance.
A) Product lines
B) Labeling
C) Brands
D) Design
E) Product attributes
Service ________ means that the quality of services depends on who provides them as
well as when, where, and how they are provided.
A) intangibility
B) inseparability
C) variability
D) perishability
E) heterogeneity
Compare and contrast a tariff and a quota.
Which of the following refers to a nonprobability sample in which the researcher finds
and interviews a prescribed number of people in each of several categories?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
How has do-not-call legislation helped direct marketers?
A) Marketers are compensated by the Federal Trade Commission for lost sales caused
by the laws.
B) Direct marketers have outsourced their activities to firms that are exempt from such
laws.
C) Direct marketers have developed kiosks as an alternative to telemarketing.
D) Telemarketers are allowed to call customers for a small fee.
E) Telemarketers have developed opt-in calling systems that target consumers who have
chosen to be contacted and therefore are less invasive.
A view of the market that specifies that planning starts by identifying the needs of target
customers, to which the company responds by organizing a chain of resources and
activities with the goal of creating customer value is a(n) ________ view.
A) make-and-sell
B) identify-and-target
C) purchase-produce-and-consume
D) market-and-profit
E) sense-and-respond
Gaining ________ requires delivering more value and satisfaction to target consumers
than competitors do.
A) competitive advantage
B) first-mover advantage
C) economies of scale
D) comparative advantage
E) differentiation
________ refers to the amount of money charged for a product or service.
A) Value
B) Cost
C) Price
D) Wage
E) Salary
Sustainable marketing includes all of the following EXCEPT ________.
A) going beyond caring for the needs and wants of today’s customers
B) focusing on profits and return to shareholders and employees above all else
C) having concern for tomorrow’s customers in ensuring the success of the business,
employees, and the broader world
D) pursuing a mission of shared value and triple bottom line: people, planet, profits
E) provides context for companies to engage customers and build profitable
relationships with them by creating value for customers in order to capture value from
customers in return, now and in the future.
In a bid to attract more customers in a market that has several competitors, Barrymore’s
Bakery slashed the prices of all its products by 50 percent. Managers at the firm
reasoned that lower prices would draw in even more customers, making up for the
reduction in price several times over. Which of the following pricing strategies are they
using?
A) market-skimming pricing
B) market-penetration pricing
C) captive-product pricing
D) cash discount pricing
E) by-product pricing
The use of short-term incentives to encourage the purchase or sale of a product or
service is called ________.
A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity