Which of the following market structures involves a heterogeneous product and product
differentiation among competing suppliers, allowing the marketer some degree of
control over prices?
a. Pure competition
b. Monopolistic competition
c. Complementary monopoly
d. Monopoly
Environmental scanning is the process of collecting external data, analyzing it, and
determining whether the trends identified are opportunities or threats to the company.
a. True
b. False
The delivery service where Debbie works advertises that its vehicles are “the fastest
you’ll find anywhere in the globe.” Debbie does not believe this claim is literally true,
so she seeks an opinion from the firm’s legal counsel. The lawyer informs her that such
“puffery” is:
a. Regulated as a form of warranty by the Uniform Commercial Code
b. A new development
c. Distinguished from a warranty by the Uniform Commercial Code
d. Potentially unethical
e. Commonly illegal
Megan sells a high-end line of cosmetics. All of her customers are family members and
friends. She sells these products through an informal gathering at her home, where she
demonstrates the products and explains how to use them. Some of her existing
customers share their experiences and list the benefits of the product. This type of
personal selling is known as:
a. indirect selling.
b. network marketing.
c. inside selling.
d. over-the-counter marketing.
The marketing team at Sienna Technologies has decided to use social media to market
the firm’s products, and is in the process of creating a social media marketing (SMM)
plan. Currently, the marketing team at Sienna Technologies is preparing a report on the
various social media platforms and tools being used by its primary competitors. In
which of the following sections of the SMM plan is this most likely to be included?
a. The executive summary
b. The body of the plan
c. The overview
d. The competitive analysis
Jen’s Dairy markets milk and other milk products that are purely organic and grown
using sustainable farming methods. They also have a program under which they recycle
used cans of their products. These marketing strategies employed by Jen’s Dairy show
that they are involved in _____.
a. demarketing
b. green marketing
c. socially responsible investing
d. competitive marketing
_____ is a strategy that focuses on producing a single product and marketing it to all
customers.
a. target market
b. market segmentation
c. cohort effect
d. primary metropolitan statistical area
e. differentiated marketing
f. concentrated marketing
g. micromarketing
h. positioning map
i. VALS
j. AIO statement
k. core region
l. consumer product
m. demographic segmentation
n. Pareto’s law
o. psychographic segmentation
p. geographic information systems
q. positioning
r. geographic segmentation
s. business product
t. mass marketing
The position of an SBU along the horizontal axis indicates the annual growth rate of the
market.
a. True
b. False
William Cutlery Inc. sells its products at its stores and via doortodoor sales. Selling,
order taking, delivery, and limited customer service are all conducted by the drivers.
Which two marketing functions overlap as a result of the drivers’ required
responsibilities?
a. Facilitation and distribution
b. Exchange and facilitating
c. Distribution and exchange
d. Exchange and financing
Which of the following wholesaling intermediaries carries inventory?
a. A commission merchant
b. A broker
c. A manufacturer’s agent
d. A selling agent
Sustainable products are products that can be produced, used, and disposed of with
minimal impact on the environment.
a. True
b. False
A(n) _____ applies market segmentation to foreign markets by tailoring the firm’s
marketing mix to match specific target markets in each nation.
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
Marketers opt for family brand names to distinguish dissimilar products.
a. True
b. False
Timebased competition is a strategy of developing and distributing goods and services
after a competitor to observe the customers’ response to a particular product.
a. True
b. False
Flora’s Designs is a flower shop that recently relocated and revamped its service
offerings. To go along with the new location, the owner, Flora, changed her marketing
strategies and enhanced her promotional mix. Here is an example of her newspaper ad,
which she placed in a section with at least fifteen other floral shop ads:
Who doesn’t want to create messages of magnificence? Flora’s Designs is here to help
you achieve just that. Our flowers are handpicked daily and will put a smile on your
face. Come to our location and learn the art of fresher flowers!
Which of the following does Flora’s Designs accomplish with their advertising?
a. cut through the clutter
b. stimulate buying action
c. gain attention and interest
d. inform the potential customer
e. change the customer’s perception of the company
The _____ occurs when two or more parties exchange something of value.
a. utility
b. buzz marketing
c. exchange process
d. seller’s market
e. buyer’s market
f. marketing myopia
g. social responsibility
h. relationship marketing
i. person marketing
j. place marketing
k. event marketing
l. organization marketing
m. interactive marketing
n. lifetime value of a customer
o. social marketing
p. onetoone marketing
q. strategic alliances
r. notforprofit organizations
s. ethics
t. mobile marketing
u. wholesalers
v. transactionbased marketing
Best Buy Rewards Program tracks customer sales, and periodically issues coupons to
customers based on the values of prior purchases. This marketing effort by Best Buy
can be regarded as _____ marketing.
a. affinity
b. database
c. frequency
d. societal
Benchmarking is the method of measuring quality by comparing performance against
industry leaders.
a. True
b. False
Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company,
organization, person, geographic location, or government agency is called _____.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
Lysol sanitizing wipes entered the market at a low sales price and was supported by
heavy couponing. As the initial trial period passed, the pricing slowly rose and the
couponing became more infrequent. This activity is an example of penetration pricing.
a. True
b. False
Hershey’s introduction of a sugar-free version of its candy bar is an example of line
extension.
a. True
b. False
Products manufactured under license from a U.S. firm and then sold in the U.S. market
in competition with that firm’s own domestic output are called _____ goods.
a. deficient
b. subsidized
c. gray
d. exempt
Chain stores usually obtain merchandise at lower prices from manufacturers compared
to their independent rivals.
a. True
b. False
What is the biggest challenge in using big data?
a. Ability to manage and analyze all the gathered information
b. Ability to change marketing strategies
c. Ability to conduct detailed research studies
d. Ability to hire experts in marketing research
_____ is a person’s multifaceted picture of himself or herself.
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
What is the major determinant of a successful salesperson?
a. He or she is college-educated.
b. He or she is customer-oriented.
c. He or she is technology-proficient.
d. He or she aspires to higher career goals.
e. He or she has a competitive spirit.
_____ is another term for spiffs.
a. span of control
b. field selling
c. inside selling
d. order processing
e. virtual sales team
f. team selling
g. approach
h. creative selling
i. presentation
j. sales promotion
k. premium
l. coupon
m. network marketing
n. cold calling
o. expectancy theory
p. over-the-counter selling
q. missionary selling
r. relationship selling
s. push money
t. consultative selling
You are the director of a health and wellness center which was successfully launched by
using only marketing tools and techniques developed during the social era. Now that
the business is established, the owner wants you to experiment with other approaches.
Which of the following would respond correctly to her request?
a. Recruiting a nutritionist to blog on your website.
b. Offering a mobile pay app for members.
c. Creating a retail section in the center to sell workout clothes.
d. Offering discounts on dues and merchandise to longterm members.
e. Hiring an efficiency expert to reduce operating expenses.
Over-the-counter selling is a lower-cost alternative compared to telemarketing or online
selling.
a. True
b. False
Building and managing long-term relationships between buyers and sellers are the
hallmarks of transaction-based marketing.
a. True
b. False
Which of the following factors is most likely to have an influence on the choice
between primary and secondary data?
a. Data source
b. Substitutability
c. Availability
d. Applicability
The environmental scanning process helps firms to determine the best response to a
particular environment change.
a. True
b. False
Team selling creates relationships between companies rather than between individuals.
a. True
b. False
