The publisher of Lifting Life, a magazine and website about weightlifting, wants to
develop a clear picture of how readers of the magazine and its competitors feel about
the magazine. In order to accomplish this, Lifting Life will likely need to analyze
________ retrieved from social media posts related to weight lifting.
A) optimized data
B) structured data
C) unstructured data
D) market basket data
E) converted data
Which of the following is NOT one of the four main applications of data mining for
marketers?
A) customer retention
B) customer acquisition
C) customer abandonment
D) competitive intelligence
E) market basket analysis
Traffic in major metropolitan areas is too often brought to a standstill because accident
investigators must painstakingly measure skid marks and other evidence to determine
culpability. After a police chief missed an important meeting because of a wreck
investigation, he was pleased to find an article about a company that markets a new
high-tech crash investigation system that shortens the time required for these
investigations by 40 percent. In which stage of the adoption process is the police chief?
A) evaluation
B) trial
C) interest
D) confirmation
E) adoption
The three levels of business planning are ________.
A) managerial, operational and promotional
B) strategic, functional and operational
C) portfolio, strategic and functional
D) SWOT, strategic and tactical
E) operational, functional and tactical
Action plans are often referred to as ________.
A) marketing mixes
B) marketing programs
C) ROMI measures
D) marketing metrics
E) promotional strategies
Using which ethical philosophy would a marketer equally consider all concerned in
making decisions?
A) utilitarian approach
B) rights approach
C) fairness or justice approach
D) common good approach
E) virtue approach
Which of the following is information gathered directly from respondents in order to
specifically address a question at hand?
A) ethnographic observations
B) experimental hypotheses
C) primary data
D) secondary data
E) internal data
In addition to marketing activities, the ________ includes business functions such as
human resource management and technology development.
A) value chain
B) marketing mix
C) utility function
D) customer relationship management process
E) market position
Product tampering and spray-painting graffiti on buildings are both examples of
________.
A) demarketing
B) exploitative consumption
C) addictive consumption
D) shrinkage
E) anticonsumption
A manufacturer of a product in the decline stage of its product life cycle would be
LEAST likely to do which of the following?
A) continue producing the product for loyal users
B) reduce the advertising budget for the product
C) phase out production of the product
D) advertise heavily without changing the product or its target market
E) withdraw most marketing support for the product and rely on e-commerce
Which of the following is NOT a function of a point-of-sale (POS) system?
A) collecting sales data
B) connecting directly into a store’s inventory-control system
C) transmitting coupons to customers in the store
D) collecting data on returns and transfers to other stores
E) automatically sending orders to suppliers
Using the strategy of ________, marketers give badges to reward consumers who have
progressed through an application or activity.
A) microtargeting
B) concentrated targeting
C) gamification
D) perceptual mapping
E) brand anthropomorphism
A ________ supplier pledges to pay producers in developing countries a price sufficient
to ensure that the workers who produce the goods receive a fair wage and that the
manufacturers use environmentally sustainable practices when possible.
A) green
B) societal
C) gray
D) fair
E) utilitarian
An ad agency’s copywriters are part of the agency’s ________.
A) creative services
B) account management
C) marketing services
D) editorial department
E) media planning
Which of the following is NOT a benefit provided by e-commerce?
A) It provides consumers the satisfaction of instant gratification.
B) It reduces the cost of doing business.
C) It enables specialized businesses to be more successful.
D) It provides consumers more access to pricing information.
E) It broadens product choices for consumers in smaller communities.
The opportunities for ________ provided by the Internet have helped many companies
in the financial services area address the problem of the inseparability of services.
A) capacity management
B) disintermediation
C) place marketing
D) transactional marketing
E) servicescape management
Which of the following is a media schedule of short, intense bursts alternating with
periods of little to no activity?
A) a continuous schedule
B) sequencing
C) segmenting
D) flighting
E) monetizing
Through the use of ________, a company is able to know exactly where a product is
located within the distribution channel.
A) ERP
B) RFID
C) PRM
D) VMS
E) JIT
Tangibles, reliability, responsiveness, assurance, and empathy are the five dimensions
of service quality used in which of the following?
A) total quality management (TQM)
B) SERVQUAL
C) gap analysis
D) the critical incident technique
E) the wheel-of-service hypothesis
Through the practice of insourcing, a company brings in an external company to run its
________.
A) human resource management
B) nonessential operations
C) essential operations
D) value proposition
E) facilitating functions
A Colorado ski resort opens its mountain ski trails during the summer months for the
recreational enjoyment of mountain bike riders. The resort is doing which of the
following?
A) using disintermediation
B) using total quality management (TQM)
C) using capacity management
D) maintaining the core service
E) using gap analysis
Wrigley’s chewing gum is the same product whether you buy it in Japan, Great Britain,
Brazil, or the United States. Wrigley’s sells the same products around the world. It has
adopted a(n) ________ strategy.
A) product adaptation
B) localization
C) straight extension
D) product invention
E) ethnocentric
A husband and wife have a small store that is located at a beach resort. The only
products sold at this store are hand-dipped and sculptured candles made by this couple.
Marketers would classify the channel of distribution for these candles as ________.
A) indirect
B) direct
C) logistic
D) reverse
E) inbound
Expropriation occurs when a government ________.
A) reimburses a foreign company for its assets after taking over the company
B) reimburses a foreign company that has lost facilities due to natural causes
C) refuses to allow its businesses to engage in exporting
D) takes over a foreign operation and provides the seized operation with no
reimbursement
E) imports more than it exports
Through ________ pricing, a marketer pays for an advertisement based on how many
times an advertisement appears on a webpage viewed by users.
A) cost per impression
B) cost per customer
C) cost per order
D) cost per click
E) cost per conversion
Marketers use the North American Industry Classification System to evaluate________.
A) derived demand
B) elastic demand
C) business buying decision processes
D) channels of distribution
E) potential markets
Management at Growing Green, a company that markets organic and environmentally
friendly gardening and landscaping supplies and equipment, is evaluating the benefits
and disadvantages of indirect exporting, direct exporting, and licensing. In which stage
of the international marketing process is Growing Green?
A) deciding whether to go global
B) deciding which global markets are most attractive
C) deciding which market-entry strategy is best
D) deciding on the marketing mix strategies for foreign markets
E) deciding on the global marketing organization
A sales manager sets an objective for her team to increase the units sold by five percent
for the quarter. This objective is most likely part of a detailed ________ plan that is
created annually, semiannually, or quarterly.
A) strategic
B) functional
C) operational
D) product development
E) human resources
ShopWell, a large supermarket chain, wants to offer a wider variety of fresh ready-to-go
meals for its customers. ShopWell has contracted with The Great Wall, a Chinese
restaurant, and Salad Heaven, a health food restaurant, to set up small take-out areas
within the supermarket. This arrangement is an example of ________.
A) convenience stores
B) leased departments
C) specialty stores
D) hypermarkets
E) off-price retailing
Analysis of the external environment of an organization identifies the organization’s
________.
A) strengths and weaknesses
B) strengths and opportunities
C) opportunities and threats
D) weaknesses and threats
E) strengths and threats
Which of the following best explains why new retailers often squeeze out older
retailers?
A) retail borrowing
B) the wheel-of-retailing hypothesis
C) shrinkage
D) pop-up retailing
E) pyramid schemes
A business using price lining is doing which of the following?
A) trying to avoid the use of psychological pricing, which may be negatively received
by customers
B) trying to recover its research and development costs for a new product
C) attempting to achieve a large market share before any competitors can enter the
marketplace
D) selling items in a product line at different prices
E) engaging in potentially unethical pricing
Robert has taken up bicycle riding as a hobby and as a way to maintain his physical
stamina. He understands he will need to get adequate water when he is bike riding, so
he wants to buy a hydration system. Having gathered a great deal of information, he has
decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks,
and Fast Water. Robert is in the ________ stage of his purchase decision.
A) problem recognition
B) evaluation of alternatives
C) product choice
D) postpurchase evaluation
E) information choice
The makers of a new type of soap that can be used to both wash and wax your car with
only one application have determined that personal selling would not be best for this
product. Explain why this is or isn’t a good marketing communication decision.
Describe the function of the World Trade Organization (WTO) and explain how it
originated.
Briefly discuss how marketers measure return on marketing investment. Explain why
this figure may not be sufficient to judge marketing’s effectiveness.
Give three examples of modern marketplaces.
How does the airline industry implement the yield management pricing strategy?
Why do so many products fail to make it past the introduction stage of the product life
cycle?
Why has traditional mass market diminished as a way to talk to younger consumers?
Is marketing more about supplying benefits or attributes? Explain your answer.
Explain the concept of price bundling. Why would a retailer implement this pricing
strategy? Give one example of this strategy being implemented.
How does a television commercial about a company that will help a person lose weight
attempt to influence the problem recognition phase of the consumer decision-making
process? Explain your answer.
Describe how nonstore retailing has recently grown.
How can a firm benefit from involvement in a contractual VMS?
Explain the concept of the supply chain.
Explain two reasons that digital marketing has become an increasingly important
element of the marketer’s toolbox.
What is market fragmentation? Why is market fragmentation of concern to marketers?
