Which of the following is essentially no branding at all?
A) national branding
B) ingredient branding
C) generic branding
D) sub-branding
E) store branding
Swatch surveyed the market and identified an unserved segment of watch buyers. Using
these results, Swatch created a watch at a price consumers were willing to pay. The
unorthodox order of this marketing mix decision is an example of ________.
A) competition-based pricing
B) cost-plus pricing
C) target costing
D) value pricing
E) penetration pricing
Marketing communication is also referred to as ________.
A) production
B) selling orientation
C) societal marketing
D) exchange
E) promotion
Which of the following statements about manufacturers’ agents is true?
A) Manufacturers’ agents are also called manufacturers’ brokers.
B) Manufacturers’ agents most typically work for only one manufacturer.
C) Manufacturers’ agents are compensated with commissions based on a percentage of
what they sell.
D) Manufacturers’ agents have unlimited sales territories.
E) Manufacturers’ agents are entirely supervised by the manufacturer for whom they
sell.
________ maintains that marketers must satisfy customers’ needs in ways that also
benefit society and are profitable to the firm.
A) Value propositioning
B) Collaborative consumption
C) The societal marketing concept
D) A sales orientation
E) Green marketing
Since the introduction of the iPhone, a booming market for smartphone applications has
emerged. It is most accurate to say that this new opportunity was created through
changes in the ________ environment.
A) political and legal
B) technological
C) sociocultural
D) economic
E) competitive
Which stage of activity in logistics involves shipping the product out to customers?
A) inbound logistics
B) operations
C) outbound logistics
D) reverse logistics
E) services
Costco’s surprise offerings of seconds, overstocks, and closeouts–occasionally
including diamonds–is an example of how a retailer can differentiate itself through its
________.
A) merchandise mix
B) services mix
C) destination retailing
D) store atmosphere
E) level of service
During which stage of the creative selling process would a salesperson most likely try
to learn about a customer’s prior purchases and personal interests?
A) prospect
B) preapproach
C) qualify
D) close
E) follow-up
The four Ps are the components of the ________.
A) marketing environment
B) functional planning mix
C) marketing mix
D) marketing concept
E) controls
Some retailers advertise items at very low prices or even below cost just to get
customers into the store. The rationale for implementing this ________ strategy is the
belief that once a customer is in the store she will buy the advertised item as well as
other items at regular prices.
A) bait-and-switch
B) price lining
C) predatory pricing
D) loss-leader pricing
E) keystoning
The three main categories of influences that affect the consumer decision-making
process are ________.
A) physical, emotional, and behavioral
B) internal, situational, and social
C) environmental, familial, and sociocultural
D) sociocultural, behavioral, and external
E) environmental, personal, and sociocultural
________ involves a five-step process called DMAIC (define, measure, analyze,
improve, and control) designed to improve quality.
A) Total quality management (TQM)
B) Cannibalization
C) ISO 9000
D) ISO 14000
E) Six Sigma
Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the Internet
from Chemical, Inc., which then placed the order with the manufacturer and arranged
for its transportation by truck to the Tony Pool store. Chemical, Inc. is an example of
which of the following?
A) a diverter
B) a truck jobber
C) a warehouser
D) a hybrid marketer
E) a wholesaling intermediary
Retail stores are often classified on the breadth and depth of their merchandise
assortment. The breadth of the merchandise is the number of different lines available.
The merchandise breadth may be classified as ________ or ________.
A) narrow; broad
B) narrow; deep
C) shallow; broad
D) shallow; deep
E) narrow; full
Children are difficult subjects for market researchers because they have poor recall and
often do not understand the questions they are asked. This brings into question the
________ of the survey.
A) flexibility
B) sampling
C) responsiveness
D) reliability
E) representativeness
Which of the following is part of the product element of the marketing mix?
A) a quality discount
B) a store coupon
C) a newspaper advertisement
D) the packaging
E) publicity releases
________ income is the amount of money an individual has left to spend after paying
for necessities such as housing, utilities, food, and clothing.
A) Discretionary
B) Gross product
C) Standard of living
D) Inflationary
E) Per capita
Which of the following is true about unstructured data?
A) It cannot be combined with other data sources.
B) Computer logic programs can identify and extract patterns in it.
C) It must be analyzed manually.
D) It is less valuable than structured data in terms of providing insights into customer
behavior.
E) It is more likely to come from direct sources than indirect sources.
Descriptive research using a ________ design tracks the responses of the same sample
of respondents over time.
A) latitudinal
B) cause-and-effect
C) longitudinal
D) cross-sectional
E) hierarchical
A hotel and resort company launched a new employee program that includes intensive
training in different service encounter scenarios. This training program is most likely
designed to lessen the problems related to the ________ characteristic of services.
A) perishability
B) intangibility
C) creativity
D) inseparability
E) personalization
U.S. sugar import quotas have existed for more than 50 years and preserve about half of
the U.S. sugar market for domestic producers. These quotas are examples of ________.
A) embargoes
B) nationalization
C) protectionism
D) pirating
E) balance of payments
When a business needs to make a complex purchase, it is most likely to form a buying
center during the ________ stage of the business buying decision process.
A) problem recognition
B) vendor analysis
C) information search
D) supplier selection
E) alternative evaluation
An organic farmer has identified three distinct groups who might be interested in his
products: vegetarians, people who are concerned about chemicals in their foods, and
people who consider themselves innovators and trendsetters. These three groups are
examples of ________.
A) marketing mixes
B) market segments
C) product mixes
D) mass markets
E) market positions
Which of the following is the process of dividing a larger market into smaller pieces
based on one or more meaningfully shared characteristics?
A) acculturation
B) segmentation
C) market fragmentation
D) targeting
E) positioning
How is the price elasticity of demand calculated?
A) averaging previous demand levels with new demand levels
B) dividing percentage change in quantity demanded by percentage change in price
C) dividing the new quantity demanded by the percentage change in price times 100
D) multiplying the percentage change in quantity demanded by the percentage change
in price
E) dividing the percentage change in price by the percentage change in quantity
demanded
________ is a term for men who are keenly interested in fashion, home design, gourmet
cooking, and personal care.
A) Tween
B) Buster
C) Metrosexual
D) Bachelor
E) Slacker
A consumer doesn’t have to learn anything new to use a(n) ________.
A) dynamically continuous innovation
B) augmented product
C) converged product
D) continuous innovation
E) discontinuous innovation
________ are a form of product that are essentially intangible.
A) Innovations
B) Services
C) Brands
D) Consumer products
E) Supplements
A(n) ________ is a coordinated, comprehensive plan that carries out promotion
objectives and results in a series of advertisements placed in various media over a
period of time.
A) sales promotion
B) advertising campaign
C) mass marketing plan
D) media schedule
E) integrated marketing communication campaign
Which of the following is true about sales branches, sales offices, and manufacturers’
showrooms?
A) They are all manufacturer-owned intermediaries.
B) They all determine the marketing strategy for the products they sell.
C) They are all independent intermediaries.
D) They all carry inventory and take title to the inventory they carry.
E) They perform the same functions as self-service wholesalers.
What is vertical integration, and how does it affect a retailer’s pricing?
Explain how prestige products may relate to some customers’ feelings of self-worth.
What is an example of a prestige product?
What is consumer behavior? Give examples of the types of questions about consumer
behavior that marketers investigate.
Compare and contrast the three distribution strategies, giving examples of products that
might be distributed through each strategy.
Select one real company located in your home state. Identify at least four different types
of stakeholders in this company.
What are some of the potential responsibilities of brand managers employed at P&G?
In the market research process, it is essential for marketers to define the research
problem. What does this mean?
Barnes & Noble has many retail stores as well as a presence on the web. What are the
concerns of Barnes & Noble regarding the relationship between the company’s store
sales and web sales?
Why might an advertiser be accused of greenwashing?
Explain the concept of positioning and the steps marketers take to develop and
implement a positioning strategy.
Explain why the price and perhaps the quality of an emergency product may not be an
issue at the time of purchase.
The U.S. government proposed a tariff against some Chinese textiles and clothing when
the trade deficit with China reached $103 billion. Explain what the United States was
trying to achieve through this action.
Why might ad expenditures remain high in the growth stage of the product life cycle?
Describe the four steps a firm should take when it is considering going global.
Identify any product or service. How can a marketer calculate the lifetime value of a
customer relating to the purchase of this product or service? Explain your answer.
Explain why it is often difficult to measure the value of marketing activities.