Which of the following can be categorized as a social media tool?
a. A social news site
b. A social networking site
c. An app
d. An online forum
Direct mail and advertising campaigns are effective in identifying prospective
customers.
a. True
b. False
The primary objective of a firm’s social responsibility actions is to
achieve_______________?
a. A clean environment
b. Increased shareholder value
c. Enhancement of society
d. Satisfied customers
e. Increased market share
Marketers most often use a single social media platform to reach their target audience.
a. True
b. False
_____ are quantifiable measurements that are compared against organizational
objectives to gauge overall performance.
a. big data
b. exploratory research
c. secondary data
d. primary data
e. sampling
f. hypothesis
g. simple random sample
h. interpretative research
i. focus group
j. marketing decision support system
k. key performance indicator
l. predictive analytics
m. metrics
n. marketing research
o. quota sample
p. test marketing
q. cluster sample
r. data mining
s. convenience sample
t. controlled experiment
Which of the following is true regarding the North American Free Trade Agreement
(NAFTA)?
a. The member nations of the NAFTA have agreed to create a trade bloc similar to that
of the European Union.
b. The major aim of the NAFTA is to increase the level of literacy among the United
States, Mexico, and Canada.
c. NAFTA has been successful in creating the Free Trade Area of the Americas, the
world’s largest free trade zone.
d. The member nations of NAFTA focus mainly on economic cooperation rather than
on political integration.
Promotional campaigns conducted by a firm during the introductory stage of a product
lifecycle generally focus on:
a. informing the market about the product and explaining its features.
b. reducing the size of the available market through selective advertising.
c. comparing the firm’s product with those of competitors .
d. communicating new and alternate uses for the product.
In the context of the analysis of sales tasks, when technical support personnel help to
install, set up, and maintain equipment for one of their customers, they are:
a. conducting the activity of qualifying prospects.
b. engaging in missionary sales activities.
c. undertaking the activity of order processing.
d. involved in creative selling.
For many companies, revenue is not a major website objective.
a. True
b. False
Marketers select monitoring tools based on the needs of their own firms.
a. True
b. False
The new CEO of a struggling cell phone service provider is trying to revitalize the
company by revamping its business strategy. The CEO surveys the current service
provider market and sees that there are a few large companies with similar business
models: customers are required to chose from a limited number of plans, and are then
locked into those plans for at least two years by contract. In order to even enter into a
contract with the service provider, the customer must have proof of a steady income and
be able to pass a credit check. The CEO sees that many individuals in the 15 to
24-year-old age bracket cannot meet these standards and are not being served by the
larger companies. She decides to make her company unique by offering no-contract,
pay-as-you-go cell phone service. Customers do not need to pass a credit check or
provide proof of income in order to sign up for service, and can discontinue service at
any time.
According to this scenario and your knowledge of marketing strategies, which
statement best explains the new CEO’s actions?
a. The CEO felt sorry for people with bad credit because other cell phone companies
were not meeting their needs, so she decided to create a company that did.
b. The CEO decided to create a unique business plan even though it would not meet the
needs of the majority of the population, just so that her company would stand out.
c. The CEO created a business plan that would target the low-income market, knowing
she could take advantage of the fact that other companies require proof of income.
d. The CEO wanted to make an alternative cell phone service available for indecisive
people who disliked the contracts and plan choices required by other companies.
e. The CEO realized that the youth segment of the market was not being served and
decided to fill that niche in the business by creating a business plan that targeted it.
According to experts, job applicants can further their chances of landing their first
social media marketing job by:
a. commenting actively on posts and links posted by other users on social media sites.
b. widening their social network.
c. taking online courses that teach social media marketing skills.
d. connecting their LinkedIn accounts to personal blogs and tweets.
_____ is a pricing policy permitting variable services for goods and services.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
Sal’s Pizza originally sold nothing but slices of that popular food. A marketing
consultant advised the owner to add Sal’s Pizza Sauce, Sal’s Ready-to-Bake Pizza Crust,
and Sal’s Pizza Cheese. The consultant told him that by making this move, he would
enhance the opportunity for Sal’s to:
a. Grow
b. Improve its market position
c. Better utilize company resources
d. Make itself more important to customers
e. Charge premium prices
An important difference between notforprofit and forprofit organizations is that,
notforprofit organizations cannot market tangible goods.
a. True
b. False
Big Martin Corporation uses its website to target customers and promote its products.
Big Martin is engaged in:
a. integrated marketing.
b. Web services.
c. emarketing.
d. online trading.
The pricing technique used to determine the number of products that must be sold at a
specified price to generate enough revenue to cover total cost is known as _____
analysis.
a. cost-plus
b. marginal
c. breakeven
d. incremental-cost
The strategy of developing individual offerings to appeal to different market segments
while remaining closely related to the existing product line is called _____.
a. line engagement
b. line extension
c. brand extension
d. brand engagement
A fast-food giant invests in potato farms in the Midwest in order to stabilize its raw
material prices. This is an example of:
a. situational integration.
b. backward integration.
c. balanced integration.
d. horizontal integration.
The United States population is increasingly diverse and more companies are
recognizing the opportunity to target the Hispanic population since they are expected to
become the dominant ethnic group in the near future. Which requirement of
segmentation does the growing number of Hispanic customers fulfill?
a. large market segment offering good profit potential
b. a segment with measurable purchasing power
c. ability to effectively aim promotional efforts at the segment
d. ability to match the segment with the firm’s marketing capabilities
A newly married couple is looking to rent an apartment. This decision is most likely to
be:
a. syncratic.
b. made by the husband.
c. made by the wife as she will manage the household.
d. autocratic.
You have always been interested in wholesaling operations, and would like to get a job
with a merchant wholesaler. Choose the type(s) of employers you will seek interviews
with.
a. Rack jobbers
b. Truck wholesalers
c. Drop shippers
d. Brokers
e. Selling agents
Restaurant chains often use the same room decor and dining menu at all their locations
in an attempt to standardize the services they offer.
a. True
b. False
Neuromarketing is defined as:
a. using the Internet to view products on informational websites.
b. selling products solely through the brick and mortar stores.
c. eliciting emotions to motivate people toward a purchase.
d. using data analysis techniques to project consumption data.
Typically, a single marketing mix strategy attracts all sectors of a market.
a. True
b. False
Database marketing involves the use of information technology to analyze data about
customers and their transactions.
a. True
b. False
Which of following statements is true about customer satisfaction?
a. Customer complaints should be viewed as failures, not opportunities.
b. Customers have less loyalty after resolving a complaint or problem with the firm.
c. Any method that makes it easier for customers to complain actually benefits the firm.
d. Any method that makes it easier for customers to complain harms the firm.
e. Firms should not take proactive steps like mailing customer surveys.
Webtostore shoppers are a group of consumers who:
a. purchase an item online after having inquired about it by visiting a store.
b. purchase the primary item on the Web and go to the store to buy accessories.
c. use the Internet as a tool when shopping at brickandmortar retailers.
d. promote online purchasing of products.
Phoebe was asked to bring a can of food for the local food bank as the “price of
admission” for a certain ceremony. This is an example of _____.
a. person marketing
b. organization marketing
c. ownership utility
d. cause marketing
Geographic information systems help marketers map out most efficient delivery routes.
a. True
b. False
A popular frozen yogurt chain has agreed to sell your brand of fresh juices. The chain’s
ads will feature your juices, and your juice bar will promote the yogurt. This type of
business marketing arrangement is known as:
a. A seller partnership
b. An internal partnership
c. Cobranding
d. Comarketing
e. Long-term marketing
An apparel marketer pays a percentage of the cost of a retail store’s newspaper
advertisement featuring its product lines. This is an example of:
a. comparative advertising.
b. cost-effective advertising.
c. budget advertising.
d. cooperative advertising.