Raw, unorganized facts that need to be processed are called ________.
A) information
B) samples
C) data
D) insights
E) research
Which of the following occurs when manufacturers or wholesalers attempt to force
retailers to charge a certain price for their products?
A) horizontal price fixing
B) vertical price fixing
C) predatory pricing
D) internal reference pricing
E) assimilation pricing
Political consultants market politicians when they “package” candidates who then
compete for “market share” as measured by ________.
A) purchases
B) market fulfillment
C) credence qualities
D) votes
E) social networking
A trade show is a way for a company to do all of the following EXCEPT which one?
A) distribute literature about its product
B) pay a bonus to members of its salesforce
C) give away sample products
D) establish new business contacts
E) showcase its new products in elaborate exhibits
Alaska Airlines decided to fly a model of the Boeing 737 with overhead bins with
significantly increased luggage space. This is an example of a ________ for Alaska
Airlines.
A) target market selection strategy
B) pricing strategy
C) control process
D) product strategy
E) marketing metric
Another name for multilevel marketing is ________.
A) integrated marketing
B) network marketing
C) the pyramid system
D) the party plan system
E) experiential marketing
Nielsen compiles ratings of television shows and then sells the information to other
firms. Nielsen conducts ________.
A) custom research
B) case study research
C) syndicated research
D) exploratory research
E) ethnographic research
Which of the following is NOT an example of a service encounter?
A) a nurse listening to a patient’s heart rate
B) a potential customer using a search engine to locate a business
C) a customer checking into a hotel
D) a student attending a tutoring session
E) a mechanic telling a customer what is wrong with his car
Toronto-based Loblaw supermarket chain developed President’s Choice brand products
to sell exclusively in its stores. President’s Choice is an example of a ________.
A) manufacturer brand
B) national brand
C) cobrand
D) generic brand
E) private-label brand
Marketers are primarily striving to generate customer ________ when they use a teaser
advertisement created to give prospective customers just enough information about a
new product to make them curious.
A) confirmation
B) interest
C) evaluation
D) adoption
E) impulse purchasing
In terms of organizational markets, discount stores are examples of ________.
A) resellers
B) resuppliers
C) not-for-profit markets
D) producers
E) facilitating agents
Conventional distribution channels consist of one or more ________ producers,
wholesalers, and retailers.
A) independent
B) product-related
C) contract
D) merchant
E) domestic
Which of the following is true about business planning?
A) Business planning involves taking action before developing objectives.
B) Business planning is an ongoing process.
C) Business planning is concerned with the long term but not the short term.
D) Business planning is concerned with the short term but not the long term.
E) Business planning takes place after development of the marketing plan.
Loyalty programs such as Marriott Rewards and American Airlines Advantage are
examples of segmentation by ________.
A) usage rate
B) occasion
C) geodemography
D) psychographics
E) geotargeting
Which of the following accurately identifies a difference between habitual decision
making and extended problem solving?
A) Extended problem solving uses behavioral learning, while habitual decision making
relies upon cognitive learning.
B) Consumers engaged in extended problem solving perceive less risk than consumers
involved in habitual decision making.
C) The level of involvement for habitual decision making is lower than it is for
extended problem solving.
D) Habitual decision making involves significant cognitive dissonance, while extended
problem solving rarely involves cognitive dissonance.
E) Consumers who are seeking to develop their loyalty to a brand would be more likely
to make habitual decisions than use extended problem solving.
A soup company found its canned nacho cheese sauce was too spicy for Americans in
the East and not spicy enough for those in the West and the Southwest. As a result, the
company’s plants in Texas and California produce a hotter nacho cheese sauce than is
produced in its other plants. The company is using ________ segmentation.
A) geographic
B) life cycle
C) psychographic
D) lifestyle
E) usage
Which of the following is the responsibility of an advertising agency’s media planner?
A) recruiting new clients through different media outlets
B) deciding where, when, and how often an advertisement will appear
C) crafting interesting messages that convey a client’s marketing objectives
D) analyzing research about consumers to develop sensible advertising objectives
E) serving as the primary liaison between the client and its publics
Which statement is NOT true about the Hispanic American segment?
A) The Hispanic American segment is becoming a less important segment to marketers.
B) The Hispanic American segment is growing rapidly.
C) Hispanic Americans tend to be brand loyal, especially to products made in their
country of origin.
D) Hispanic Americans are a relatively young segment.
E) Hispanic American households are larger on average than other U.S. households.
Which of the following is an external influence that affects pricing decisions?
A) the salaries of production management
B) competition
C) the salaries of finance management
D) overall pricing objectives
E) the company’s overall marketing strategy
________ is the basis of most discount operations. Retailers offering this level of
service require customers to perform their own product selection and may require
customers to handle their own checkout process.
A) Limited-service
B) Full-service
C) Self-service
D) Specialty service
E) Wholesale service
Zappos, the online shoe and clothing marketer, promises free shipping and free returns
on any of its products, no questions asked. This is an example of how Zappos has a
strong competitive advantage through ________.
A) image
B) people
C) services
D) product features
E) cost
Consumers who are most likely to actively look for and buy products that are
environmentally friendly are referred to as ________.
A) green customers
B) consumed consumers
C) societal consumers
D) fair traders
E) locavores
Any direct interface between customers and a company—whether it is online,
in-person, or over the phone—is called a(n) ________.
A) share of customer
B) customer target
C) touchpoint
D) customization
E) analytic
Orkin Pest Control Service knows homeowners skimp on maintenance such as pest
control during recessions. It also knows that the more consumers know about bugs, the
more likely they are to buy the company’s services. So Orkin teamed with the
Smithsonian Institution on the Insect Safari, a traveling exhibit designed to teach people
about the critters. The Safari truck visited 108 cities during one year, leaving a wake of
creeped-out insectophobes reaching for the phone numbers of the local Orkin franchise.
Business increased in each city the Safari truck visited. Decisions on which cities to
visit and what kinds of promotion to use in each city visited are both examples of
________ plans.
A) functional
B) portfolio
C) operational
D) strategic
E) control
________ is the process of collecting, analyzing, and interpreting data about customers,
competitors, and the business environment to improve marketing effectiveness.
A) Market research
B) Marketing management
C) Competitive intelligence
D) Market intelligence
E) Internal marketing
Which of the following is an example of a dual distribution system?
A) Walmart locating in several countries
B) J.C. Penney’s catalog and retail store sales
C) Avon’s door-to-door distribution
D) Starbucks located inside a bookstore
E) a hotel providing guest privileges at a nearby health spa
The owner of a grocery store wants to have non-food items delivered, priced, displayed,
and inventoried by a wholesaler. Which type of wholesaler best fits the owner’s needs?
A) drop shipper
B) cash-and-carry wholesaler
C) truck jobber
D) rack jobber
E) mail-order wholesaler
Enforcing laws against ________ is complicated because such practices are similar to
the legal practice of “trading up.”
A) price bundling
B) captive pricing
C) bait-and-switch tactics
D) prestige pricing
E) placebo effect pricing
Shoplifting, sweethearting, and retail borrowing are all problems that contribute to
________.
A) off-price retailing
B) shrinkage
C) pyramid schemes
D) omnichannel marketing
E) pop-up retailing
Which of the following is a sales technique that focuses on making an immediate sale
with little or no attempt to develop a relationship with the customer?
A) direct marketing
B) direct selling
C) transactional selling
D) relationship selling
E) creative selling
In what way might a marketer rely on opinion leaders?
What are two competitive advantages a customer may benefit from when buying a
bottle of soda from a local corner convenience store versus a chain supermarket?
Briefly describe the collaborative consumption trend.
PaperBackSwap.com needs to conduct a SWOT analysis. Explain the purpose of a
SWOT analysis.
Discuss the advantages of each of the main data collection methods.
Explain the common problems that international market researchers encounter.
The cosmetics giant L’Oreal offers several product lines at a variety of prices. It targets
the luxury market with its brand Helena Rubinstein, while less expensive offerings such
as Elseve are targeted to large department stores and discounters. Is this practice a
differentiated targeting strategy or an undifferentiated targeting strategy? Explain your
answer.
What are the steps in the business-to-business buying decision process? Discuss how
they are different from the steps in the consumer decision process.
Campbell’s Soup advertised new uses for soup in lunches and dinners to encourage
customers to eat more soup. The company also conducted promotions aimed at
attracting users of competing soup brands. What growth strategy was Campbell’s
implementing? Explain.
Identify the traditional mass media vehicles and identify some of the strengths and
weaknesses of each type.
Marketers classify innovations into three categories based on their degree of newness.
Explain these categories, identifying the role the consumer has in each.
Identify four different possible meanings of product quality.
Bass Pro Shops, a chain of outdoor sports equipment stores, features giant aquariums,
waterfalls, trout ponds, archery and rifle ranges, putting greens, and free classes on
topics from ice fishing to conservation. Why would a retailer do this?
Give an example of how the recent economic downturn affected retailers’ strategies.
In one section of the Sunday newspaper there are four-color, magazine-style
advertisements for different stores. Each of these advertisements informs consumers of
the products being marketed at sale prices during the coming week. How are these
magazine-style advertisements examples of the implementation of sale promotions?