In this instance, Richard plays the role of a(n) ________.
A) decider
B) gatekeeper
C) influencer
D) proposal solicitor
E) product designer
Symmonds Inc., a company manufacturing breakfast cereals, has extended its special
Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and
sandwich spreads, butter, and doughnuts. This is an example of ________.
A) line extension
B) brand extension
C) licensing
D) co-branding
E) cannibalization
In intermodal transportation, which of the following describes the use of both water and
trucks for transportation?
A) fishyback
B) drawbar
C) trainship
D) piggyback
E) airtruck
Which term refers to the qualitative value of message exposure through a given
medium?
A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency
Marketers can group people in a number of ways, including by birth date. However, the
following combination of groups has proven to be more effective: ________.
A) income, lifestyle, life stage
B) profession, common values they seek in products they buy, lifestyle
C) lifestyle, life stage, common values they seek in products they buy
D) place of residence, life stage, lifestyle
E) race or nationality, lifestyle, common values they seek in products they buy
In the communication process, the reaction of the receiver after being exposed to a
message is called the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
Brand ________ is the differential effect that knowing the brand name has on customer
response to the product and its marketing.
A) differentiation
B) knowledge
C) equity
D) personality
E) relevance
Display media includes ________.
A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards
As discount stores traded up, ________ have filled the ultra low-price, high-volume gap
by buying at less-than-regular wholesale prices and charging consumers less than retail.
A) off-price retailers
B) specialty stores
C) convenience stores
D) chain stores
E) supercenters
The term demand chain is considered limited because it ________.
A) advocates a make-and-sell view of the market that relies on a responsive supply
network
B) suggests that planning starts with raw materials, productive inputs, and factory
capacity
C) takes a step-by-step, linear view of purchase-production-consumption activities
D) ignores the evolution of the global marketplace
E) overlooks the needs of target customers
Which of the following is most likely true with regard to people’s views of
organizations in contemporary America?
A) In the American workplace, there has been an overall increase in organizational
loyalty.
B) Most Americans are confident in their employers and are unlikely to switch jobs as
frequently as in the past.
C) The past two decades have seen a sharp decrease in confidence in and loyalty toward
America’s business organizations.
D) Most U.S. workers view work as a source of personal satisfaction and organizational
pride.
E) In the last decade, corporate scandals and layoffs had little impact on people’s
confidence in U.S. firms.
Which of the following statements is true of the idea generation stage in the new
product development process?
A) The purpose of idea generation is to reduce the number of ideas to the least possible
number.
B) Truly innovative companies rely exclusively on a single source for new product
ideas.
C) Customers are the least important sources of new product ideas.
D) Truly innovative companies develop extensive innovation networks that capture
ideas and inspiration from every possible source.
E) Truly innovative companies seldom rely on customers and the general public for
ideas.
Which of the following was a result of the Uruguay Round of global WTO trade talks?
A) It increased the world’s remaining merchandise tariffs by 30 percent.
B) It minimized the international protection of copyrights, patents, and trademarks.
C) It extended the WTO to cover trade in agriculture and a wide range of services.
D) It established NATO for purposes of collective security.
E) It established the EU to reduce trade barriers and increase cooperation among its
members.
Marketing ________ addresses the what and why of marketing activities, while
marketing ________ addresses the who, where, when, and how.
A) analysis; planning
B) planning; implementation
C) implementation; planning
D) organization; implementation
E) control; planning
Companies with lower costs ________.
A) specialize in selling products with value-added features
B) usually market products with inferior quality, thereby justifying the low selling price
C) can set lower prices that result in smaller margins but greater sales and profits
D) tend to overprice products owing to their monopolistic advantage
E) usually set higher prices that result in higher margins
Apollo Couriers, a company providing international express mail services, has a
proactive customer communications team. The primary job of this team is to identify
situations that led to customer dissatisfaction, and then provide quick remedies to fix
the problems. To a great extent, this has helped Apollo in winning customer loyalty. In
this instance, Apollo has benefitted from ________.
A) product differentiation
B) good service recovery
C) multibranding
D) place marketing
E) co-branding
Which of the following most likely requires the smallest advertising budget?
A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands
Heineken beer is sold successfully in the same form around the world. Which of the
following product strategies is illustrated in this example?
A) product adaptation
B) straight product extension
C) product invention
D) product augmentation
E) communication adaptation
Laws in the United States and many other countries have many business-oriented laws
covering issues such as competition, environmental protection, pricing, packaging and
labeling, product safety, truth in advertising, consumer privacy, and ________.
A) land ownership
B) taxation
C) fair-trade practices
D) education
E) interdepartmental communication
In the context of geographical shifts in population, the migration toward ________
areas has resulted in a rapid increase in the number of people who telecommute.
A) urban
B) remote
C) rural
D) metropolitan
E) micropolitan
When KFC came into conflict with its franchisees over the brand’s Unthink KFC
repositioning, which emphasized grilled chicken over its traditional Kentucky fried
chicken, KFC experienced ________ conflict.
A) equilateral
B) horizontal
C) multitiered
D) communal
E) vertical
Which of the following best describes a strategic business unit?
A) the internal value chain of a company
B) the supply chain of a company
C) the key businesses that make up a company
D) the key channel intermediaries of a service company
E) the key competitors of a company
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster,
Pennsylvania, from locally grown wood, is an example of a ________.
A) convenience product
B) capital item
C) service
D) specialty product
E) product attribute
According to management guru Peter Drucker, “The aim of marketing is to ________.”
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
________ refers to measuring and evaluating the results of marketing strategies and
plans and taking corrective action to ensure that the objectives are achieved.
A) Marketing control
B) Marketing implementation
C) Satisficing
D) Prospecting
E) Benchmarking
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
________ is the most basic determinant of a person’s wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Motive
E) Attitude
Which of the following statements reflects the marketing concept?
A) Focus on making continuous product improvements.
B) Undertake a large-scale selling and promotion effort.
C) Emphasize an inside-out perspective.
D) Consider customer focus and value as the paths to sales and profits.
E) Focus on a product-centered make-and-sell philosophy.
Which of the following statements is most likely true of market follower strategies?
A) Market followers have the resources to expand the market by developing new users,
new uses, and more usage of its products.
B) Market followers must expand internationally first to ensure distribution
effectiveness, cost savings, and quality control.
C) Market followers should conduct indirect attacks on competitors’ weaknesses to gain
market share quickly and inexpensively.
D) Market followers benefit from pursuing subsegments of target markets due to their
limited resources.
E) Market followers must keep manufacturing costs and prices low or product quality
and services high.
Marketers often segment international markets according to the type and stability of
government. In such instances, they segment markets based on ________.
A) geographic location
B) economic factors
C) cultural factors
D) political factors
E) sociocultural factors
