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A maker of cash registers had to develop hand-crank-operated cash registers to sell to
Latin American and African markets where access to reliable electricity is limited. The
company used a ________ strategy to enter those global markets.
A) product adaptation
B) standardization
C) straight extension
D) backward invention
E) nationalization
You are looking to advertise your new product, and you want good mass-marketing
coverage that is cost effective. You should go with ________ as your advertising
medium.
A) directories
B) place-based media
C) branded entertainment
D) advergaming
E) television
With which type of marketing communication does the marketer have the greatest level
of control over the message?
A) word-of-mouth communication
B) advertising
C) public relations
D) direct marketing
E) personal selling
Southern Security makes safes for storing valuables. When Ed sold safes for the
company, he sometimes told a prospect, "The model safe you are looking at is on sale
this week. If you wait until next week to buy, you will spend $100 more." When Ed
used this approach, he was using the ________ close.
A) canned
B) standing-room-only
C) assumptive
D) minor points
E) stimulus-response
Vegan restaurants, electric cars, and solar heating panels installed on homes are all
examples of the growing trend of ________.
A) sensory marketing
B) gamification
C) rich media marketing
D) mass class marketing
E) conscientious consumerism
Which of the following refers to the process of assigning meaning to a stimulus?
A) cognition
B) attention
C) affect
D) interpretation
E) exposure
A firm's ________ is determined by the number of separate items within the same
category.
A) brand equity
B) product mix width
C) product line length
D) product quality
E) brand strategy
Marketers often use generational marketing because members of a generation tend to
share the same ________.
A) lifestyle
B) income and social class
C) outlook and priorities
D) psychographics and usage patterns
E) geodemographics
V&E Bridal Design Shop caters to engaged couples who desire a traditional Eastern
Asian wedding ceremony. The brides-to-be who shop at this store are typically
Japanese, Laotian, Vietnamese, Korean, or Chinese. This retailer has used ________ to
identify a market segment.
A) psychographics
B) geography
C) demographics
D) socioeconomics
E) its merchandise mix
________ is an agreement between two brands to work together in marketing a new
product.
A) Manufacturer branding
B) Cobranding
C) Franchising
D) Family branding
E) Umbrella branding
A firm would be most likely to use backward invention in which of the following
situations?
A) when it needs to offer a less complex product in a foreign market than it sells
elsewhere
B) when it has decided to rely on a straight extension strategy
C) when it first markets a product internationally
D) when it participates in a free trade zone
E) when it relies on the practice of dumping
Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer
decision-making process.
A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation
People who are regular visitors to SyFy.com (a website maintained by a science fiction
cable network) and those who are regular visitors to BHG.com (a website maintained
by the producers of BHG-TV and the publishers of a women's magazine) belong to
different ________ segments.
A) demographic
B) ethnographic
C) geodemographic
D) socioeconomic
E) psychographic
Avis positioned itself against market-leading Hertz by claiming, "We're number two, so
we try harder." This is an example of ________.
A) reminder advertising
B) comparative advertising
C) demonstration advertising
D) a slice-of-life appeal
E) a lifestyle appeal
The decision to use a genie to communicate the strength and power of Mr. Clean
cleaning liquid is representative of the ________ process of the communication model.
A) sourcing
B) encoding
C) feedback
D) decoding
E) messaging
Which of the following countries is NOT a member of MERCOSUR?
A) Brazil
B) Paraguay
C) Bolivia
D) Uruguay
E) Venezuela
________ is the assignment of value, or the amount a consumer must give to receive a
product.
A) Profit
B) Exchange
C) Price
D) Demand
E) Yield
Which advertising agency specialist is responsible for acting as the voice of the
consumer in creating effective advertising?
A) the account executive
B) the account planner
C) the creative director
D) the media planner
E) the art director
Which of the following is NOT among the largest of the world's developing countries?
A) Brazil
B) Russia
C) India
D) Canada
E) China
Areas of business within a firm that are distinct enough to have their own missions,
business objectives, resources, managers, and competitors are referred to as ________.
A) strategic business units
B) market development units
C) market penetration units
D) standard business units
E) competitive intelligence units
________ occurs when someone in authority extracts payment under duress.
A) Nationalization
B) An economic sanction
C) Bribery
D) Expropriation
E) Extortion
Edy's is a brand of high quality ice cream. Edy's introduced Godiva ice cream and
Starbucks ice cream to tempt ice cream lovers to eat even more ice cream. Edy's used a
________ strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
________ is the formal process of monitoring progress toward meeting marketing
objectives.
A) Market analysis
B) Control
C) Implementation
D) Situation analysis
E) SWOT analysis
A telephone call from a salesperson requesting you to purchase a subscription to an
educational magazine designed to help children improve their math skills is an example
of which of the following?
A) direct selling
B) one-way communication
C) direct wholesaling
D) two-way vending
E) e-commerce
In small firms, the marketing function is usually handled by a ________ who is
responsible for new-product planning, advertising, working with the company's sales
representatives, and marketing research.
A) single marketing manager
B) brand manager
C) product category manager
D) market manager
E) venture team manager
Through the practice of ________, a channel member sells a product through channels
that the manufacturer did not authorize.
A) subscription boxing
B) slotting
C) hybrid marketing
D) dual distribution
E) product diversion
Which of the following occurs when competitors making the same product jointly
determine what price each will charge customers for the item?
A) horizontal price fixing
B) vertical price fixing
C) predatory pricing
D) internal reference pricing
E) assimilation pricing
Change happens quickly when a process reaches the moment of critical mass, which is
called the ________ point.
A) adoption
B) diffusion
C) innovation
D) trial
E) tipping
Which of the following is the most accurate comparison of structured and unstructured
data?
A) More unstructured data than structured data is created every day.
B) More structured data than unstructured data is created every day.
C) Computers can organize and understand structured data but not unstructured data.
D) Computers can organize and understand unstructured data but not structured data.
E) Data mining and analysis has historically focused on unstructured data rather than
structured data.
The text of an email or a social media post would best be categorized as ________.
A) structured data
B) unstructured data
C) predictive data
D) optimized data
E) converted data
Retailers offering ________ require customers to perform their own product selection
and may require customers to handle their own checkout process.
A) limited-service
B) full-service
C) self-service
D) specialty service
E) wholesale service
________ are techniques that use large quantities of data and variables to forecast
specific future outcomes of marketing efforts.
A) Marketing analytics
B) Conversion rates
C) Marketing metrics
D) Search engine analytics
E) Predictive analytics
The United States, the United Kingdom, Canada, France, Italy, Germany, and Japan are
all members of ________.
A) the BRICS countries
B) the G7
C) the EU
D) NAFTA
E) APEC
In 2001, the United Methodist Church budgeted $4 million for ads to encourage former
church members to return to church. This ad campaign is an example of ________.
A) product improvement
B) market fulfillment
C) place marketing
D) people marketing
E) idea marketing
Fiona Lambrech is the marketing director of a charity that raises funds to help provide
educational services to children and families in developing countries. Fiona wants to
reach a selective market of individuals who have recently donated to international
charities. Which of the following types of direct marketing is Fiona most likely to use?
A) direct-mail marketing
B) catalog marketing
C) short-messaging system marketing
D) direct-response TV marketing
E) direct-response advertising
