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A company can manage its international marketing in all of the following ways
EXCEPT ________.
A) becoming a global organization
B) organizing an export department
C) creating an international division
D) advertising internationally
E) shipping its goods internationally
Which of the following is true with regard to problems faced by international
researchers?
A) Translation of questionnaires increases research costs and risks of error.
B) Erratic purchasing patterns limit data reliability and validity.
C) More often than not, cultural differences enrich research findings.
D) Diverse markets always yield conflicting data.
E) The primary data obtained by international researchers are almost always error
prone.
A product idea is ________.
A) the way consumers perceive an actual or potential product
B) the knowledge and awareness of a product among consumers
C) a possible product that the company can see itself offering to the market
D) a detailed version of the new product idea stated in meaningful consumer terms
E) the testing of new product concepts with groups of target consumers
When a company makes marketing decisions by considering consumers' wants and
interests, the company's requirements, and society's long-run interests, it is practicing
________ marketing.
A) value
B) societal
C) sense-of-mission
D) consumer-oriented
E) customer-value
Why are historically online shops such as Zappos.com adding catalogs to their
marketing methods?
A) to meet the increased demand in print catalogs
B) to reduce the costs involved in online marketing
C) to connect with customers in hard-to-reach places
D) to drive online sales and services
E) to reduce the need for telemarketers
Which of the following is illustrated by an amateur 30-second video, developed by a
consumer, telling the story of the online crafts marketplace, Etsy.com?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism
What is included in the first part of a marketing strategy statement?
A) distribution strategy
B) product longevity
C) long-run sales goals
D) promotional mixes
E) target market description
Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about
respondents.
E) Respondents always provide honest answers to personal questions on mail
questionnaires.
Companies risk losing their home markets ________.
A) by protecting themselves from competition at home
B) to other domestic competitors
C) as they may find foreign competitors in their own backyards
D) by focusing only on their home markets
E) in hopes of growing market share at home
One of the functions performed by a PR department is ________, which involves
working with donors or members of nonprofit organizations to gain financial or
volunteer support.
A) direct marketing
B) press relations management
C) investor relations management
D) development
E) lobbying
Developing an effective message strategy begins with identifying ________ that can be
used as advertising appeals.
A) consumer trends
B) competitors' weaknesses
C) competitors' strengths
D) customer benefits
E) consumer emotions
Since the global company sees the world as one market, it raises capital, obtains
components and materials, and manufactures and markets its goods ________.
A) at home
B) in the lowest-cost country near where each product will be sold
C) in each country in which it does business
D) in the lowest-cost country on each continent
E) wherever it can do the best job
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend
magazine advising consumers to request their auto body shops to use Glasis paint is an
example of how a company uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
Which of the following is a significant challenge presented by the product life cycle?
A) increased expenses
B) increased competition
C) new product development
D) evaluation of results
E) recognizing the stages as a product goes through them
An easier, more comfortable, more stylish transfer of thought onto paper refers to the
________ of Ruben's offerings.
A) tangible element
B) core customer value
C) actual product
D) augmented product
E) service variability
________ VMS is a vertical marketing system that coordinates successive stages of
production and distribution through the size and power of one of the parties.
A) Contingent
B) Aligned
C) Corporate
D) Contractual
E) Administered
Maria works for Sigma Inc., a firm that helps companies target and promote their
products to the right markets. Sigma is most likely a ________.
A) financial intermediary
B) physical distribution firm
C) marketing services agency
D) reseller
E) wholesaler
Primary data consist of ________.
A) data that does not age
B) data obtained from the public domain
C) information collected for the specific purpose at hand
D) information that already exists somewhere, having been collected for another
purpose
E) information that is the least expensive and the easiest to obtain
Malcolm Sanders, a graduate student from Boston, makes customized snowboards for
local snowboarding enthusiasts. The demand for snowboards peaks during the winter
months, a busy time for Malcolm. He advertises more aggressively and sells most of his
snowboards around this time. Which market segmentation approach does Malcolm
most likely use?
A) gender segmentation
B) psychographic segmentation
C) occasion segmentation
D) geographic segmentation
E) age and life-cycle segmentation
Which of the following is true of vertical marketing systems?
A) Producers, wholesalers, and retailers act as a unified system.
B) Channel members have no control over each other.
C) Channel conflict is governed by informal mechanisms.
D) The system is dominated by the consumer.
E) Channel members work independently with no cooperation from other members.
Salespeople can draw prospective leads by referrals from all of the following EXCEPT
________.
A) current customers
B) suppliers
C) dealers
D) directories
E) competitive salespeople
New product success requires all of the following EXCEPT ________.
A) a whole-company commitment
B) a holistic approach for finding new ways to create valued customer experiences
C) thinking up a few good ideas
D) introducing products that will satisfy a want or need for customers
E) efficient engineering and manufacturing
Which of the following is the most likely result of a marketing strategy that attempts to
serve all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) All customers will directly turn into customer evangelists.
D) Not all customers will be satisfied.
E) Customers will not show interest in any other company's products.
Some firms define their purpose in narrow product terms. Others that define their
purpose in broad social terms follow ________.
A) societal marketing
B) sense-of-mission marketing
C) consumer-oriented marketing
D) customer-value marketing
E) consumerism
________ and ________ do not take title to goods, and they perform only a few
channel functions.
A) Full-service wholesalers; limited-service wholesalers
B) Brokers; agents
C) Industrial distributors; cash-and-carry wholesalers
D) Cash-and-carry wholesalers; industrial distributors
E) Rack jobbers; off-price retailers
Which form of marketing research involves talking with people in their homes or
offices, on the street, or in shopping malls?
A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research
A strategy of exclusive dealing is most likely considered legal if ________.
A) the industry is newly developed
B) both parties have large territories
C) competition is not substantially lessened
D) the dealer agrees to promote the competitor's products
E) the dealer receives a steady source of supply and support
While advertising campaigns can help create name recognition, brand knowledge, and
perhaps even some brand preference, brands are not maintained by advertising but by
________.
A) brand differentiation
B) line extensions
C) brand experiences
D) brand sponsorships
E) brand awareness
The competitive intelligence system does all of the following EXCEPT ________.
A) sends relevant information to decision makers and responds to inquiries from
managers
B) takes action against the competitors once the data has been analyzed
C) collects information from the field and published data
D) checks the information for validity, interprets it, and organizes it
E) identifies vital types of competitive information needed and the best sources
GigaTalk, a U.S. based computer manufacturing company, found that Japanese
commuters had difficulty using standard laptops on crowded rush-hour trains because,
while standing, commuters cannot use their laptops. So GigaTalk created a standing
computer. This computer includes a touch screen and small keyboard that can be used
while standing or on the move. This is an example of ________.
A) straight product extension
B) standardized global marketing
C) product adaptation
D) dual adaptation
E) communication adaptation
Which of the following is included in the third part of the marketing strategy statement?
A) the planned value proposition
B) distribution strategy
C) the product's planned price
D) marketing budget
E) the planned long-run sales
The United States and Norway are examples of ________ economies.
A) subsistence
B) industrializing
C) emerging
D) industrial
E) raw material exporting
Which of the following is most likely influenced by marketers?
A) population shifts
B) core cultural values
C) income distribution
D) ethnic diversity
E) media
