Price setting is usually determined by ________ in small companies.
A) the top managers
B) the marketing department
C) the sales department
D) divisional managers
E) product managers
In routine buying, buyers are often the ________, or at least the approvers.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
All of the following are disadvantages of team selling EXCEPT ________.
A) selling teams can be confusing and overwhelming for customers
B) salespeople who are used to having customers all to themselves may have trouble
learning to work with and trust others on a team
C) team selling reduces the overall efficiency of the selling process
D) individual contributions and compensations can be difficult to assess in team selling
E) team selling discourages individual contributors because the team receives credit for
good performance
The customers of Parry’s Hair Salon have noticed that the quality of a haircut depends
on who provides it as well as when, where, and how the service is provided. Which of
the following characteristics of service is evident in this instance?
A) service intangibility
B) service inseparability
C) service perishability
D) service variability
E) service distinction
Dan has been directed to study the forces close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment
Prospects can be qualified by looking at all of the following characteristics EXCEPT
________.
A) occupational mobility
B) financial ability
C) volume of business
D) location
E) possibilities for growth
Which of the following strategies would a company most likely use to increase
customer satisfaction?
A) decreasing the variety of offered services
B) divesting
C) lowering prices
D) “firing” unprofitable customers
E) limiting customer experiences with a brand
The societal marketing concept seeks to establish a balance between ________.
A) customer lifetime value and customer equity
B) an inside-out perspective and an outside-in perspective
C) consumer short-run wants and consumer long-run welfare
D) marketing mixes and market offerings
E) customer-driven marketing and customer-driving marketing
Which of the following exemplifies a service?
A) candy
B) laptop
C) hair salon
D) car
E) laundry detergent
Which of the following does NOT apply to channel systems?
A) Some channel systems consist of only informal interactions among loosely
organized firms.
B) Channel systems do not stand still; they evolve.
C) Some channel systems are formal interactions guided by strong organizational
structures.
D) Intermediaries play interchangeable roles in the system.
E) Different types of intermediaries develop and emerge.
With which pricing strategy does the seller take responsibility for part or all of the
actual freight charges in order to acquire the desired business?
A) FOB origin pricing
B) freight-absorption pricing
C) basing-point pricing
D) location-based pricing
E) uniform-delivered pricing
A(n) ________ is a set of symbols that the sender transmits.
A) encoder
B) feedback loop
C) message
D) media
E) decoder
Music Mogul has arrangements with several stores and retail chains to place their
DVDs and digital music machines in prime spots such as near billing counters and at
store entrances. Consumers can buy DVDs by depositing payment or they can buy
music online via the touchscreen interface on the machine. Which form of marketing is
illustrated in this scenario?
A) direct-response television advertising
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
________ is a type of service offered by those retailers who serve customers that are
willing to perform their own “locate-compare-select” process in order to save money.
A) Limited-service
B) Self-service
C) Full-service
D) Specialty-service
E) Wholesaling
Flurrbies, a brand of unique winter accessories that quickly fell in and out of favor with
customers, is an example of a ________.
A) style
B) fashion
C) fad
D) norm
E) subculture
Many institutions, including retailers, wholesalers, and ________ do retailing.
A) schools
B) government agencies
C) factory farmers
D) manufacturers
E) defense contractors
Which of the following is true with regard to monopolistic competition?
A) Under monopolistic competition, the market consists of many buyers and sellers
who trade at a single market price.
B) Under monopolistic competition, the market consists of only a few large sellers.
C) In a monopolistic market, little time is spent on marketing strategy.
D) Sellers can differentiate their products to buyers.
E) In a monopolistic market, price becomes a major competitive tool.
Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index
In the context of media timing, ________ means making decisions on scheduling ads
either following the seasonal pattern, opposing the seasonal pattern, or being the same
all year.
A) routing
B) continuity
C) sequencing
D) narrowcasting
E) seasonal advertising
Which of the following is a market-oriented mission statement?
A) “We empower customers to achieve their dreams.”
B) “We sell jumbo burgers.”
C) “We are an online library.”
D) “We are a low-cost airline.”
E) “We make porcelain figurines.”
What type of pricing is being used when a company temporarily prices its product
below the list price or even below cost to create buying excitement and urgency?
A) segmented pricing
B) international pricing
C) reference pricing
D) promotional pricing
E) basing-point pricing
Audience quality, audience engagement, and editorial quality are most likely to be
considered when a media planner ________.
A) decides on media timing
B) selects an execution style
C) selects a media vehicle
D) evaluates return on investment
E) measures the communication effects of an advertisement
Which of the following is true with regard to strategic planning?
A) At the corporate level, the company starts the strategic planning process by
determining what portfolio of businesses and products is best for the company.
B) A strategic plan deals with a company’s short-term goals.
C) The focus of strategic planning is to define a game plan for long-run survival and
growth.
D) The strategic plan is a statement of an organization’s purpose.
E) Strategic planning involves identifying segments of consumers with identical
preferences.
In its advertisements, Timex promotes its affordable and sturdy watches. Fossil
emphasizes style and fashion in its advertisements, and Rolex stresses luxury and
status. These are all examples of ________ appeals.
A) rational
B) reminder
C) believable
D) entertainment
E) distinctive
Papillon, a popular retailer of chic women’s clothing, segments its market according to
consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting
its market.
A) geographic
B) psychographic
C) benefit
D) age and life-cycle
E) occasion
A firm often enters international marketing by simply shipping its goods out of the
country. If its international sales expand, the company often organizes a(n) ________.
A) indirect exporting venture
B) joint ownership
C) export department
D) international division
E) standardized global marketing strategy
Which of the following brands most likely requires heavy advertising in order to be set
apart from similar products?
A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) high-share brands
Fosters and Mason House, two major coffee brands, competed neck and neck based on
their product attributes and price promotions. They were soon blindsided by the arrival
of Starcoffeez, which focused more on the coffee experience rather than the coffee. This
resulted in major losses for the two companies. This is an example of ________.
A) self-competition
B) competitor myopia
C) competitor backlinking
D) marketing myopia
E) perfect competition
________ are agents who take physical possession of products and negotiate sales.
They deal mostly with agricultural marketing.
A) Industrial distributors
B) Cash-and-carry wholesalers
C) Purchasing officers
D) Rack jobbers
E) Commission merchants
Which of the following is true about using air carriers as a transportation mode when
shipping products?
A) Air carriers are the most cost-effective way to ship non-perishable goods over short
distances.
B) Air carriers are the slowest and least reliable modes of transport.
C) Air carriers provide in-transit services such as the processing of goods en route.
D) Air carriers are ideal when time is short and speed is needed.
E) Air carriers are a specialized means of shipping chemicals from sources to markets.
Which of the following refers to the course that a product’s sales and profits take over
its lifetime?
A) total product process
B) service life
C) product mix
D) product life cycle
E) marketing mix
In a company, the job of a chief privacy officer is to ________.
A) ensure timely product deliveries
B) detect patent infringements and copyright violations
C) safeguard the privacy of a firm’s customers
D) engage in niche marketing
E) safeguard the privacy of senior executives
People vary in their attitudes toward their society—while ________ defend it,
malcontents want to leave it.
A) reformers
B) patriots
C) activists
D) environmentalists
E) historical revisionists
Which of the following strategies involves weeding out weaker brands and focusing
marketing dollars only on brands that can achieve the number one or number two
market share positions with good growth prospects in their categories?
A) megabrand strategies
B) niche marketing strategies
C) social marketing strategies
D) co-branding
E) licensing
Cape Sky Inc., an international insurance and financial services company, is the primary
sponsor of the annual New York City Marathon, which is attended by over one million
fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo
and name are displayed throughout the racecourse. Cape Sky most likely sponsors this
event in order to appeal to which of the following types of publics?
A) financial publics
B) citizen-action publics
C) government publics
D) general publics
E) internal publics