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The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller
and interactive games, appealed not only to teen boys but also to their sisters, moms,
dads, and even grandparents. This is a successful example of ________ marketing.
A) consumer-oriented
B) innovative
C) customer-value
D) societal
E) sense-of-mission
Which of the following product mix pricing strategies involves pricing multiple
products to be sold together?
A) product line pricing
B) product bundle pricing
C) optional product pricing
D) by-product pricing
E) captive product pricing
Companies with higher costs ________.
A) can drive out competitors through their pricing strategy
B) intentionally pay higher costs so that they can add value through higher quality and
claim higher prices and margins
C) can set lower prices that result in increased sales though with lower margins
D) specialize in selling products without value-added features
E) are more financially successful
________ play an important role in matching supply and demand by providing
consumers with a broad assortment of products in small quantities.
A) Virtual banks
B) Intermediaries
C) Price consultants
D) Uniform-delivery networks
E) Upstream partners
Independent bloggers are self-made influencers. Traits that make them relevant to
marketers include ________.
A) creative writing skills
B) professional Web site
C) good fit with the brand
D) a few vocal followers
E) technological skills
Midnight Magic, a perfume manufacturing company, plans to release a new fragrance
during the holiday season at $99 per bottle. The company intends to bring the price
down to $49 within six months of its release to attract buyers who couldn't afford the
initial price. Which of the following pricing strategies is Midnight Magic using?
A) market-penetration pricing
B) market-skimming pricing
C) competitive pricing
D) cost-plus pricing
E) product-line pricing
Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly
guesses the date on which Waldo Stores was first established in the Boston area. Which
type of sales promotion is evident here?
A) contest
B) sample
C) premium
D) trade promotion
E) point-of-purchase promotion
Regulations force companies to be responsible. However, most companies want to be
responsible. Impacts of government regulations include all of the following EXCEPT
________.
A) informing the public that products are safe
B) higher research costs
C) increased sales because they have been found to be safe
D) penalties to companies that fail to meet the regulations
E) longer times between new product ideas and their introduction
Which of the following statements is most likely true of public relations?
A) It requires participating companies to pay for media space or time.
B) It can have the same impact on public awareness as advertising at much lower costs.
C) It is always handled by a third-party agency hired by the firm.
D) It forms a huge portion of the overall marketing budget of most large firms.
E) It plays an insignificant role in brand building with the increasing popularity of
advertising.
________ is the process of comparing the company's products and processes to those of
competitors or leading firms in other industries to find ways to improve quality and
performance.
A) Segmenting
B) Positioning
C) Sales promotion
D) Benchmarking
E) Publicity
The demand for Alpha Stampings' products is ultimately based on the demand for new
automobiles in the consumer market. This is an example of ________ demand.
A) negative
B) latent
C) primary
D) derived
E) composite
Which of the following statements is true of social classes?
A) Social classes are society's temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.
In the case of services, captive product pricing is called ________ pricing.
A) by-product
B) optional product
C) two-part
D) bundle
E) segmented
Many marketers now use ________ research to dig deeply into consumer psyches and
develop better marketing strategies.
A) analytical
B) interpretive
C) causal
D) descriptive
E) experiential
The marketing concept takes a(n) ________. It starts with a well-defined market,
focuses on customer needs, and integrates all the marketing activities that affect
customers.
A) outside-in perspective
B) product-centered make-and-sell philosophy
C) inside-out perspective
D) consumer-generated marketing approach
E) telling-and-selling approach
Which of the following is one of the primary goals of reminder advertising?
A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image
A(n) ________ controls the flow of information to others in the buying center.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper
Though the ________ method of setting an advertising budget is simple to use and
helps management think about the relationships among promotion spending, selling
price, and profit per unit, it wrongly views sales as the cause of promotion rather than
the result.
A) percentage-of-sales
B) integrated
C) competitive-parity
D) objective-and-task
E) regression
A company's marketing should be guided by the sustainable marketing principle of
________ marketing.
A) direct
B) viral
C) buzz
D) value
E) innovative
Competitors are most likely to react to a price change when ________.
A) a large number of competitors are involved
B) the product is uniform
C) the buyers are not well informed about product features
D) buyers are not well informed about price differences
E) the products are not uniform
A ________ is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
When McDonald's and other fast food restaurants offer "value menu" items at
surprisingly low prices, they are most likely using ________ pricing.
A) break-even
B) target profit
C) good-value
D) cost-plus
E) target return
________ are major importers and exporters of manufactured goods and services
A) Raw material exporting economies
B) Subsistent economies
C) Industrializing economies
D) Industrial economies
E) Emerging economies
Which of the following is NOT a deception or fraud concern for Internet users and
marketers?
A) phishing
B) viral marketing
C) malware
D) cyber spying
E) spyware
Features are a competitive tool for differentiating a company's product from
competitors' products. Which question are companies LEAST likely to ask in a survey
of buyers regarding product features?
A) Which features could we add to improve the product?
B) Which specific features of the product do you like most?
C) How much would (a certain new feature) be worth to you?
D) Which features of the product do you like the least?
E) How do you like the product?
If a company identifies its competitors from an industry point of view, it must
understand ________ if it hopes to be an effective player in that industry.
A) the trends in the industry
B) the primary customers
C) the impact of technological changes
D) the potential customers
E) the competitive patterns
