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Which of the following is an indirect business marketing channel?
A) producer to retailer to business distributor
B) producer to wholesaler to retailer to end consumer
C) producer to end-consumer to business distributor
D) producer to retailer
E) producer to business distributor to business customer
Business-to-consumer companies are more likely to emphasize a ________ promotion
strategy, while business-to-business companies are more likely to emphasize a
________ promotion strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) blitz; pull
E) push; blitz
Which of the following involves the direct exchange of goods and services?
A) cash transaction
B) compensation
C) buyback
D) blocked currency
E) barter
A marketing research company asked members of a focus group to describe several
brands as animals. The purpose of the request is to measure the prestige of the various
brands. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
TerraPass is a company that offers consumers the opportunity to buy carbon offsets,
which are contributions to projects that combat global warming by reducing carbon
emissions. TerraPass offers contribution packages for driving, flying, and home energy
use. Through TerraPass, consumers can pay some of the ________ costs of their private
goods and services.
A) promotional
B) safety
C) health
D) distribution
E) social
________ refers to the practice of continually changing consumer concepts of
acceptable styles to encourage more and earlier buying.
A) Perceived obsolescence
B) Technological obsolescence
C) Bait-and-switch advertising
D) Functional obsolescence
E) High-pressure selling
Companies using target costing ________.
A) first design a new product and then determine its cost
B) tailor their products to be in line with the marketing mix
C) routinely neglect customer value considerations
D) avoid determining an ideal selling price until analyzing test market results
E) start with an ideal selling price and then target costs that will ensure that the price is
met
Product planners need to consider products and services on three levels. At the third
level, product planners must build ________.
A) an actual product
B) an augmented product
C) core customer value
D) a brand personality
E) a basic product
International divisions are organized in several ways. Their operating units can include
all of the following EXCEPT ________.
A) international subsidiaries
B) world product groups
C) corporate staff providing services to operating units
D) geographical organizations
E) departmental units
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists
and encourages them to distribute these samples to their patients and to inform the
patients about advantages of using Crest. The manufacturer of Crest toothpaste is using
________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
E) a vertical diversification strategy
Morrill Motors splits the United States of America into 10 sales regions. Within each of
those regions, the company has separate sales personnel selling the company's full line
of products. Morrill Motors uses a ________ sales force structure.
A) territorial
B) complex
C) customer
D) product
E) market
A manufacturer has fixed costs of $100,000, a variable cost of $10 per unit of output,
and break-even volume of 50,000 units. What should the manufacturer's unit cost be in
order to break even?
A) $10
B) $12
C) $14
D) $16
E) $20
Cathy's Clothes is a small yet successful retail chain that sells women's clothing and
accessories with a focus on buyers who have relatively modest means. For this specific
purpose, the firm has rolled out several marketing initiatives aimed at women of a
specific demographic. This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine
featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the
new makeup. In the context of the communication model, measuring which of the
following would be the best way for the source to measure feedback?
A) the number of subscribers to Ladies' Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who have purchased Maybelline products in the past
E) the number of people to whom Gigi Hadid is an appealing spokesperson
The most common form of marketing organization is the ________ organization. Under
this organization, an operational specialist heads different marketing activities.
A) geographic
B) product management
C) functional
D) customer management
E) market
Market segments that can be effectively reached and served are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a
particular product will increase exponentially if there is a $5 drop in the selling price of
the product. Akira is involved in ________ research.
A) exploratory
B) descriptive
C) causal
D) constructive
E) ethnographic
A consumer is reading a magazine with an advertisement, but due to a loud sound he is
distracted from reading the advertisement and is not able to grasp its key points. In the
context of the communication process, this unplanned static or distortion is called
________.
A) noise
B) encoding
C) feedback
D) response
E) decoding
Assume that a Gucci handbag sells for $60 in Italy and $240 in the United States
because Gucci must add the cost of transportation, tariffs, importer margin, wholesaler
margin, and retailer margin to its factory price. This information indicates that Gucci
faces a ________ problem.
A) dumping
B) tariff
C) licensing
D) product adaptation
E) price escalation
Proposals related to ________ include strengthening consumer rights in cases of
business fraud and financial protections, requiring greater product safety, ensuring
information privacy, and giving more power to government agencies.
A) preserving the world for future consumption
B) consumer protection
C) truth in lending
D) quality of life
E) truth in advertising
At the most basic level of environmental sustainability, a company can practice
________.
A) pollution prevention
B) product stewardship
C) beyond greening activities
D) new clean technology
E) sustainability vision
________ are industrial products that aid in the buyer's production or operations,
including installations and accessory equipment.
A) Unsought products
B) Convenience products
C) Capital items
D) Specialty items
E) Repair items
Marketers use mobile channels for several purposes. Which of the following is least
likely to be one of those purposes?
A) Enrich the brand experience.
B) Send billing statement.
C) Stimulate immediate buying.
D) Make shopping easier.
E) Boost sampling.
Critics charge that promotion adds only ________ to a product.
A) functional value
B) psychological value
C) moderate value
D) strategic value
E) qualitative value
Which of the following is NOT a method of gathering good marketing intelligence?
A) sending out teams of trained observers to mingle with customers
B) interviewing competitors' employees to learn as much "inside information" as
possible
C) setting up digital centers that monitor brand-related online consumer and
marketplace activity
D) purchasing merchandise from competing sites to analyze and compare their
assortment, speed, and service quality
E) searching specific competitor names, events, or trends to see what comes up
________ refers to the sales step in which a salesperson asks the customer for an order.
A) Prospecting
B) Demonstration
C) Approach
D) Closing
E) Handling objections
Companies set not a single price, but a pricing ________ that covers different items in
its line and changes over time as products move through their life cycles.
A) by-product
B) structure
C) loop
D) cycle
E) bundle
What sets the ceiling for product prices?
A) product manufacturing costs
B) sellers' perceptions of the product's value
C) customer perceptions of the product's value
D) variable costs
E) break-even volume
________ are facing slow sales growth because of slower population growth, increased
competition, and the rapid growth of out-of-home eating.
A) Warehouse clubs
B) Off-price retailers
C) Discount stores
D) Supermarkets
E) Factory outlets
Freight-absorption pricing is used for ________.
A) penetrating international markets
B) generating customer buzz about new products
C) holding on to increasingly competitive markets
D) generating quick profits to offset input costs
E) maintaining quality service records
Josie's FarmFresh creates sustainable, all-natural food products. These products are
most likely to become popular with which group?
A) SOHO
B) environmentally conscious
C) LGBT
D) business
E) Millennials'
