Unitizing combines as many packages as possible into each load that moves within or
outside a facility.
a. True
b. False
Concentrated marketing is also known as niche marketing.
a. True
b. False
Which of the following is one of the industry categories created by the Standard
Industrial Classification system?
a. Health care and social assistance
b. Professional, scientific, and technical services
c. Information services
d. Public administration
Manufacturers’ brands are also called national brands.
a. True
b. False
According to the Young & Rubicam’s BrandAsset Valuator model, brand relevance is a
dimension of brand personality that refers to:
a. the extent of consumer awareness of a brand and understanding of what kind of
product it stands for.
b. the real and perceived appropriateness of a brand to a big consumer segment.
c. the way in which brand equity is assigned to the brand by evaluating institutions.
d. a brand’s ability to stand apart from competitors.
_____ refers to a company’s messages about general management issues.
a. Nonmarketing public relations
b. Corporate advertising
c. Institutional advertising
d. Cooperative public relations
The trade agreement among the United States, Central American nations, and the
Dominican Republic is called _____.
a. NAFTA
b. EFTA
c. FTAA
d. CAFTA-DR
Trade between U.S. subsidiaries of foreign owned firms and their parent companies is
referred to as _____.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise
A strategic alliance is a partnership in which two or more companies combine resources
and capital to create competitive advantages in a new market.
a. True
b. False
The majority of the firms measure the success of their social media marketing plan in
terms of their social media presence.
a. True
b. False
A blind product test is a method of posttesting the effectiveness of advertisements and
during this method respondents do not see copies of the magazine after their initial
reading but are asked to recall the ads from memory.
a. True
b. False
Marketers usually adopt a dual distribution strategy either to maximize their firm’s
coverage in the marketplace or to increase the cost effectiveness of the firm’s marketing
effort.
a. True
b. False
Which of the following is a disadvantage of personal selling as a promotional strategy?
a. It elicits a delayed response from targeted consumers.
b. It is difficult to measure its promotional effectiveness.
c. It cannot mold the message to fit the customer need.
d. It is expensive and involves high cost per contact.
With reference to relationship marketing, which of the following is an example of a
typical third-level relationship marketing program?
a. A health-awareness campaign organized by a food-supplement manufacturer
b. A frequent flyer program introduced by an airline
c. A courier company enabling its users to track the status of their deliveries on its
website
d. A company offering a product at a discounted price
Kyle plans to buy new tires for a car that his family uses for camping trips. These tires
are of the same type like those that are used on General Motors commercial trucks and
can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car
can be classified as _____ products.
a. business
b. service
c. MRO
d. consumer
The content programmer of a social news site decides which news postings get the most
prominent display on the site.
a. True
b. False
A(n) _____ consists of words or numbers that can be spoken, and identifies and
distinguishes a firm’s offerings from those of its competitors.
a. trade dress
b. brand preference
c. brand insistence
d. generic product
e. family brand
f. brand equity
g. product diversification
h. trademark
i. brand extension
j. consumer innovator
k. brand name
l. private brand
m. brand manager
n. universal product code (UPC)
o. cannibalization
p. product liability
q. captive brand
r. brand mark
s. line extension
t. label
After buying sterile gloves from one vendor for many years, Mercy Hospital has now
decided to search for a lower-cost supplier. Which of the following is an accurate
classification of Mercy’s buying situation?
a. It is moving from straight rebuying to modified rebuying.
b. It is moving from a repurchase to a reevaluation.
c. It will engage in reciprocity.
d. It will be involved in new-task buying.
e. It is moving from standard buying to custom buying.
_____ advertising includes advertising by stores that sell goods or services directly to
the consuming public.
a. Evaluative
b. Referenced
c. Associative
d. Retail
Assume that Ford has established a strategic alliance with Michelin to design an
exclusive line of tires for Ford automobiles. The Ford-Michelin strategic alliance would
be a horizontal alliance.
a. True
b. False
The management at Vision, a company that specializes in high-end eyewear, was
dissatisfied with the performance of the marketing intermediaries’ in promoting its
products. The company decided to sell its products only through standalone, exclusive
boutiques owned and maintained by Vision. This is an example of:
a. forward integration.
b. associative integration.
c. balanced integration.
d. horizontal integration.
A(n) _____ is one with high levels of potential social or economic consequences.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
Compare and contrast the differences between marketing and integrated marketing
communication (IMC).
a. Marketing requires the segmentation of the target market while IMC focuses on the
product.
b. Marketing focuses on the internal aspect of the business while IMC integrates
internal marketing with external variables.
c. Marketing takes customer needs into consideration while IMC focuses on
implementing the appropriate combination of promotional mix variables.
d. Marketing is the development of products that fit the needs of a target market while
IMC ensures that all facets of marketing work together to produce a cohesive message.
e. Marketing focuses on product development and selling products while IMC focuses
on the relationships between the business and the marketing firms and public relations
agencies that manage their products.
The Florida Orange Juice Growers and their ad agency utilized the slogan, “It’s not just
for breakfast anymore” to motivate consumers to drink more orange juice by having
current orange juice drinkers enjoy the beverage throughout the day hoping this would
increase demand and sales of orange juice. This strategy is called
a. market penetration
b. product development
c. market development
d. product diversification
Possession utility can occur even if the actual title is not transferred, as in the case of:
a. vending machine transactions.
b. beauty salon services.
c. car rentals.
d. college education.
Marta’s company wants to revamp its potato chips brand to compete with Lay’s potato
chips. She has been researching consumer preferences so that she can market her
company’s chips accordingly. What type of strategy is Marta using?
a. product diversification strategy
b. product development strategy
c. market development strategy
d. product positioning strategy
e. market penetration strategy
You have worked in marketing for over twenty years, and you have seen the discipline
and the environment it operates in change dramatically over that period of time.
However, you believe the marketing environment in the 21st Century is changing at a
pace faster than you have ever witnessed.
Which of the following statements is TRUE about the marketing environment in the
21st Century?
a. The activities of the marketing organization must be broader in the 21st Century in
order to avoid marketing myopia.
b. Social media and other technological advances have increased selling and marketing
costs.
c. Ecommerce has not changed how firms reach new markets.
d. Sustainability will not be an important consideration for the marketer in the 21st
Century.
e. Technology is negatively impacting the marketer’s ability to enhance relationships
with customers and suppliers.
A business school instructor talks about a “generally favorable attitude toward foreign
investment.” Which factor is most likely to be an obstacle to the American attitude
toward foreign investment’s being totally favorable?
a. less criticism by regular and social media outlets
b. longer-lasting products with more attractive features
c. large advertising budgets that attract undue attention
d. need for bilingual employees to explain the products
e. competition from foreign products for U.S. consumers
Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign
featuring Lance Armstrong promoting their development of cancer drugs. The
campaign has a slogan, “Together We Can Prevail.” This marketing strategy is being
used by the company to satisfy ____ needs in the Maslow’s hierarchy of needs.
a. esteem
b. safety
c. self-actualization
d. physiological
An assessment center is a testing approach used by sales managers to measure a
candidate’s skills, knowledge, and ability.
a. True
b. False
A market includes any person or entity that has the willingness and the purchasing
power to buy a product.
a. True
b. False
A motive is an inner state that directs a person to create:
a. equilibrium between the actual and desired states.
b. excitement in attaining the need satisfaction.
c. equity between the cost and benefits of the need satisfaction.
d. a sense of cognitive dissonance in the process of need satisfaction.
Describe the Asch phenomenon. Discuss the influence of reference groups on consumer
behavior.
What is a label? How does it assist in the marketing of the product?
What is the importance of a social media marketing plan? List the various elements of
the SMM plan.
Define MIS and discuss its importance to marketing managers.
Describe the different components of a business plan.
What is geographic segmentation? How is it useful for marketers?
What are the different factors that influence global pricing strategies?
What does a distribution strategy involve? Define two marketing channels.
Describe brand licensing. What are the problems associated with licensing?
Explain the forces that influence the rivalry among competitors in Porter’s Five Forces
Model.
Explain psychological pricing and give three examples of this concept.
Assume that the per unit price of a product is $100, total fixed costs are $50,000, and
variable costs are $70 per unit. Find the breakeven point (in both units and dollars).
List the six major elements of the physical distribution system along with the focus area
for each.
Define product. How do marketers perceive products?
Differentiate between transactionbased marketing and relationship marketing.
Define cross-promotion. Explain why is it used. Give examples of cross-promotion.
What are the problems associated with customer relationship management systems?
What is the advantage of intermodal transportation? Give examples of intermodal
coordination.
