Since companies want to work together to attract customers, marketers do not need to
practice partner relationship management.
Online-only companies are more successful than omni-channel marketing companies.
The difference between human needs and wants is that needs are not created by
marketers.
A cell phone maker customized its cell phones for the Asian market by raising the ring
volume so that phones could be heard on crowded streets. This is an example of product
invention.
Market penetration involves offering modified or new products to current markets.
PR can have a strong impact on public awareness at a much higher cost than advertising
can.
The uniform-delivered pricing strategy means that goods sold are placed free on board a
carrier with the customer paying the freight from the factory to the destination.
Subcultures consist only of religious groups.
Marketers are the least effective when they appeal to existing wants rather than when
they attempt to create new ones.
Two of the characteristics that are especially important in influencing an innovation’s
rate of adoption are relative advantage and compatibility.
Vertical conflict occurs among firms at the same level of the channel.
Personal interviews can be used to collect large amounts of information at a low cost
per respondent.
If the pull strategy is effective, then consumers will demand the product from channel
members, who will in turn demand it from producers.
On a deeper level, our wants and values are influenced not only by marketers but also
by family, peer groups, religion, cultural background, and education.
When segmenting by usage rate, markets can be segmented into nonusers, ex-users,
potential users, first-time users, and regular users of a product.
Direct and digital marketing involves engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate response
and build lasting customer relationships.
One of the traditional buyer’s rights is the right not to buy a product that is offered for
sale.
Large-scale advertising conveys a positive message about the seller’s size, popularity,
and success.
Asian-American consumers are the least brand conscious of all ethnic groups.
A demand curve shows the number of units the market will buy in a given time period
at different prices that could be charged.
Which of the following is an example of an indirect marketing channel?
A) June Bride, which sells bridal gowns via its click-to-order online catalogs
B) Farmer Brown, who delivers fresh milk from his dairy to customers every morning
C) Wine & Dine, which sells its picnic baskets to select novelty stores across the
country
D) Lifebelt Insurance, which sells life insurance through its door-to-door salespeople
E) Rhonda’s Rental, which rents cars to people for the day
You own a neighborhood grocery store and would like to have non-food items
delivered, priced, displayed and inventoried by a wholesaler. You do not want to
purchase title to the goods. Which type of wholesaler best fits your needs?
A) cash-and-carry wholesaler
B) rack jobber
C) drop shipper
D) mail-order wholesaler
E) agents and brokers
Sam, the owner of a small company, learned that a competitor was planning to spend
$150,000 on promotion in the next financial year. As soon as he learned this, Sam
called his finance manager and said, “I want to spend $150,000 on promotion next
year.” In this case, which method of promotional budgeting does Sam use?
A) the objective-and-task method
B) the competitive-parity method
C) the percentage-of-sales method
D) the affordable method
E) the pull-push method
Which of the following is a market leader strategy?
A) expanding market share
B) multiple niching
C) full frontal attack
D) following at a distance
E) following closely
Which of the following is most likely a manufacturer-sponsored retailer franchise
system?
A) international fast food chains like McDonald’s and Pizza Hut
B) Starbucks outlets operating within Target stores
C) Toyota and its network of independent franchised dealers
D) licensed bottlers that bottle and sell soft drinks to retailers
E) hotel chains like the Ritz Carlton and Shangri-La
Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an
example of ________ marketing.
A) mass
B) niche
C) individual
D) multi-level
E) direct
Mark has long supported a particular brand of footwear and has always bought that
brand. Recently, the footwear manufacturer was embroiled in a controversy for using
child labor at its manufacturing plants. Mark doubts the news reports and continues to
purchase the same brand of footwear. It is most accurate to say that Mark displays
________.
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism
Maslow’s theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
Which of the following is the first step taken in the competitive intelligence system?
A) collect published data and information from the field
B) check, interpret, and organize gathered information
C) identify the vital types of competitive information needed
D) respond to inquiries from managers about competitors
E) create a new brand image and marketing concept for the firm
Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
A) product
B) packaging
C) price
D) promotion
E) place
Sage Hospitals, a nonprofit organization, provides healthcare to the people in the
Midwest. Management at Sage is involved in the ________ market.
A) government
B) consumer
C) wholesale
D) institutional
E) resell
What is the most common type of agent wholesaler?
A) wholesale merchant
B) industrial distributor
C) limited-service wholesaler
D) manufacturers’ representative
E) truck jobber
Acquisition refers to ________.
A) the buying of a whole company, a patent, or a license to produce someone else’s
product
B) an agreement between two or more commercial companies to produce a common
product
C) a partnership between two companies to produce a product in different countries by
sharing risks
D) investments made in a country’s businesses by foreign citizens, often in the form of
stocks
E) the development of original products, product improvements, product modifications,
and new brands through the firm’s own product development strategies
A company’s broad mission leads to ________.
A) increasing profits and more customers
B) increasing sales and decreasing costs
C) a higher share price
D) a hierarchy of objectives, including business objective and marketing objectives
E) increased market share and increasing profitability
In a ________, new products and marketing tactics are tested online in a virtual
shopping environment.
A) controlled test market
B) simulated test market
C) standard test market
D) focus group
E) survey
Which of the following message execution styles features a highly believable or likable
source endorsing the product?
A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life
Luke Price, a manager in an automobile factory, wanted his subordinates to rate their
satisfaction about the new pistons that arrived last month. He asked them to rate the
product based on strength and ease of handling. Which of the following is evident here?
A) order-routine specifications
B) supplier selection
C) performance review
D) general needs description
E) proposal solicitation
Social media are all of the following EXCEPT ________.
A) expensive
B) interactive
C) personal
D) targeted
E) timely
An industry often contains “good” and “bad” competitors. Good competitors ________.
A) break the rules of fair competition
B) ensure minimum competition between firms
C) play by the rules of the industry
D) typically dominate the market
E) share their marketing strategies with other firms
The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has
long-term health benefits. This information indicates that the organic food sold by
Bryant and Anne would fall into the category of ________ products.
A) salutary
B) mature
C) deficient
D) desirable
E) pleasing
As production moves up, the average cost per unit decreases because ________.
A) variable costs decrease
B) of increasing diseconomies of scale
C) fixed costs are spread over more units
D) overhead costs decrease
E) revenue increases
Price discrimination may be used to match competition as long as the strategy is
temporary, localized, and ________.
A) defensive
B) offensive
C) publicized
D) private
E) uniform across channels
In the aftermath of the Great Recession of 2008 to 2009, consumers ________.
A) have become more value conscious
B) have become less value conscious
C) exhibit great interest in prestige pricing
D) show no interest in price cutting
E) rarely endorse value-for-money deals
Which of the following factors would most likely lead to a company initiating a price
cut?
A) over-demand
B) weakened economy
C) poor competition
D) cost inflation
E) weak price competition
Kodak’s film business didn’t lose out to direct competitor Fujifilm; it lost out to Sony,
Canon, and other digital camera makers, along with a host of digital image developers
and online image sharing services. This is an example of ________.
A) a blue ocean strategy
B) competitor backlinking
C) self-competition
D) competitor myopia
E) marketing myopia
In return for participating in Honda advertising and sales support programs, Honda
dealerships are rewarded with payments or price reductions, which are known as
________.
A) seasonal discounts
B) functional allowances
C) cash discounts
D) promotional allowances
E) trade-in allowances
People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias
Which of the following would each consumer segment attracted to The Attic Trunk
have in common with the other consumer segments?
A) habitual buying behaviors
B) self-concepts
C) AIO dimensions
D) life-cycle stages
E) aspirational groups
________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback
Critics have accused some producers of practicing ________ by using materials and
components that will break, wear, rust, or rot sooner than they should.
A) high-pressure selling
B) short-term planning
C) planned obsolescence
D) nonfunctional warranty
E) deceptive promotion
Which of the following is true of conventional distribution channels?
A) Channel members have complete control over each other.
B) Channel members seek to maximize their own profits.
C) Channel conflict is governed by formal mechanisms.
D) Channel members are assigned roles according to a clearly defined framework.
E) Channel members work exclusively for the good of the organization.
Neighborhood shopping centers are also known as ________.
A) power centers
B) lifestyle centers
C) warehouse clubs
D) strip malls
E) regional shopping centers
A ________ is a small store, located near a residential area that is open long hours
seven days a week and carries a limited line of high-turnover goods.
A) convenience store
B) chain store
C) department store
D) supermarket
E) specialty store
Market niching is profitable because the company ________.
A) copies or improves on the leader’s products and programs, usually with much less
investment
B) bears the cost of developing new products and markets, expanding distribution, and
educating the market
C) knows the needs of the target customer segment better than other firms that casually
attempt to sell to the same segment
D) either keeps its manufacturing costs and prices low or its product quality and
services high
E) can achieve economies of scale much faster by selling the same product to the global
market
New product development starts with ________.
A) concept development
B) idea screening
C) idea generation
D) concept testing
E) test marketing
Discuss the ways in which critics accuse marketing of harming the consumer.
Briefly explain the societal marketing concept. Give an example of an organization that
has effectively used the societal marketing concept.
How can companies learn about their competitors’ strengths and weaknesses?
Describe the main objectives of reminder advertising.
Describe the six buyer-readiness stages along with the marketing strategies used at each
stage.
How can marketers benefit from developing solutions to environmental problems, such
as pollution and raw material shortages?
Why is predatory pricing considered illegal?
Marketers can obtain information from internal data and from competitive marketing
intelligence. Compare and contrast the two sources of information.
Discuss direct marketing.
What are the noneconomic criteria that influence government buying?
Marketers can choose from two basic promotion mix strategies—push promotion or
pull promotion. Compare these two strategies.
Briefly describe the eight steps in the business buying process.
What is a conventional distribution channel?
What is the main purpose of the executive summary in a marketing plan?
Explain why an ad might need to be modified from one country to the next.
Many studies reveal that instead of “Americanizing” the world’s cultures, the cultural
exchange between America and other countries goes two ways. Give two examples of
how America has been influenced culturally by foreign products or services.
Provide an example of how a marketer uses kiosk marketing.
Compare and contrast the purpose and content of a branded community Web site to that
of a marketing Web site.
Define customer relationship management and explain its associated tools and levels of
relationships.
What are some of the problems associated with matrix approaches?
