Through ________, an organization collaborates with customers and other stakeholders
to create worth in the new product development process.
A) augmentation
B) innovation
C) value co-creation
D) diffusion
E) adoption
Which of the following is true about convenience stores?
A) They carry mostly shopping goods.
B) They charge lower-than-normal prices for shopping goods.
C) They are reluctant to change their offerings to adjust to changes in the market.
D) They create time utility for their customers.
E) They create form, time, and place utility for their customers.
Which type of distribution means limiting distribution of a product to a single outlet in
a particular region?
A) exclusive
B) intensive
C) selective
D) independent
E) insourced
Which of the following refers to any method a firm uses to complete an exchange that
does not require a customer to visit a store?
A) kiosk merchandising
B) nonstore retailing
C) direct selling
D) exchange retailing
E) e-commerce
The product alternatives a customer knows about are referred to as the ________.
A) compensatory set
B) determinant set
C) evoked set
D) consideration set
E) evaluative criteria
The Food and Drug Administration (FDA) controls all package communications and
labeling in the United States.
Walgreens customers can sign up for the Balance Rewards program, entering a member
number or using a member card every time they make a Walgreens purchase in order to
receive discounts and build up points that can be redeemed for rewards. Information
that Walgreens collects through these purchases is best described as ________.
A) scanner data
B) web
C) unstructured data
D) sentiment analysis
E) data mining
In terms of B2B products, computers and printers are examples of ________.
A) component parts
B) capital equipment
C) accessory equipment
D) operating supplies
E) specialized services
Over the course of two weeks, a trained researcher visited a home with three
preschool-aged children every day to observe the children’s bath time. This is an
example of ________.
A) a focus group
B) experimental research
C) mechanical observation
D) descriptive research
E) ethnography
Which data collection method for marketing research is flexible, allows for explanation
of difficult questions, and lends itself to showing products and other visual materials?
A) face-to-face interviewing
B) online questionnaires
C) telephone interviewing
D) ethnographic research
E) mail questionnaires
________ is a tool management uses to assess the potential of a firm’s business
portfolio. It helps management decide how to allocate resources among the firm’s
current SBUs.
A) SWOT analysis
B) Portfolio analysis
C) A PERT chart
D) An operational plan
E) A promotional strategy
When Tony rented a loft apartment where he would live for the summer, he acted as a
________.
A) consumer
B) shareholder
C) producer
D) marketer
E) retailer
Through ________ activities, a firm gathers and analyzes publicly available
information about rivals.
A) economic infrastructure
B) competitive intelligence
C) demographic
D) perfect competition
E) business cycle
What are the three major types of vertical marketing systems?
A) corporate, contractual, and chain
B) contractual, corporate, and independent
C) corporate, contractual, and administered
D) administered, independent, and franchised
E) corporate, franchised, and task
To reduce the workload required to fully take advantage of all of the data collected from
customers in a DRM program, firms use ________, a set of rules for handling different
processes in a predetermined way.
A) conversion rates
B) marketing automation
C) customer lifetime value
D) share of customer
E) structured data
Analysis of a firm’s internal environment identifies the firm’s ________.
A) strengths and weaknesses
B) strengths and opportunities
C) opportunities and threats
D) weaknesses and threats
E) strengths and threats
Apple ran ads featuring real people who had switched from Microsoft Windows PCs to
Macs. When companies use people, actors, or sports celebrities to express the product’s
effectiveness, what kind of execution format is being used?
A) testimonial
B) lifestyle
C) comparative
D) unique selling proposition
E) slice of life
After exporting, the next level of commitment a firm can make to a foreign market is a
contractual agreement. Two of the most common types of such agreements are
________.
A) contract manufacturing and contract marketing
B) contract manufacturing and strategic alliances
C) joint ventures and franchising
D) warehousing and financing
E) licensing and franchising
A large retail store that wants to offer a broader variety of products or services on site
than it would otherwise carry would most likely make an arrangement with a(n)
________.
A) leased department
B) convenience store
C) variety store
D) factory outlet
E) off-price retailer
A firm that plans to use a(n) ________ will add higher priced, higher quality items to its
product line.
A) upward line stretch
B) limited-line strategy
C) undifferentiated strategy
D) downward line stretch
E) cannibalization strategy
What are two major forms of direct-response television (DRTV)?
A) shows on home shopping networks and infomercials
B) home-selling and toll-free response
C) home television response and attention commercials
D) direct selling and m-commerce
E) home shopping networks and short-messaging systems
The producer-retailer-consumer channel is ________.
A) the most efficient channel
B) also referred to as a triple channel
C) the shortest indirect channel
D) the shortest direct channel
E) a rarely used channel form
A company utilized ________ when it asked consumers to indicate how they feel about
panty hose.
A) exploratory research
B) causal research
C) case study research
D) ethnography
E) descriptive research
Sellers should know that the less elastic the demand for their product, the more
advantageous it is for them to ________.
A) drop the price
B) raise the price
C) maintain the price
D) discontinue the item
E) bundle the item with another product
Social networking is an integral part of which of the following?
A) the triple-bottom-line orientation
B) lifetime value of a customer
C) the value chain
D) Web 2.0
E) Web 1.0
Which of the following is NOT a trend that is expected to provide new opportunities for
marketers of services?
A) changing demographics
B) declining levels of patriotism
C) technological advances
D) proliferation of information
E) globalization
Consumer behavior is best described as a(n) ________ process.
A) impersonal
B) subliminal
C) ongoing
D) affective
E) cognitive
The market for two-way radios is disappearing. A company with a small share of the
two-way radio market would be considered a ________ in terms of the BCG
growth-market share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
The vice president of marketing of a software development company periodically
develops a(n) ________, which includes marketing research data on the target market,
marketing objectives such as “to increase new customers by 20 percent,” and a list of
who will be responsible for implementation.
A) marketing plan
B) marketing mix
C) pricing strategy
D) action plan
E) strategic plan
A(n) ________ is the market segment a firm selects because management believes the
firm’s offerings are most suited to winning those customers.
A) target market
B) business portfolio
C) SBU
D) SWOT
E) marketing control
Many people only entertain in their homes during November and December when their
homes are decorated for the holidays. The increase in ads for prepared trays of food to
be served at these functions is directly related to ________ segmentation.
A) socioeconomic
B) geodemographic
C) geographic
D) demographic
E) usage occasion