________ marketing features marketing messages and promotions delivered to
on-the-go consumers through their handheld devices.
A) Kiosk
B) Ambush
C) Direct-mail
D) Mobile
E) Catalog
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
A ________ generally contains between 5 and 15 stores. It is close and convenient for
consumers, usually contains a supermarket, perhaps a discount store, and several
service stores such as a dry cleaner, a drugstore, and a hardware store.
A) regional shopping center
B) community shopping center
C) neighborhood shopping center
D) warehouse club
E) factory outlet
Which of the following has lost population in the past two decades?
A) California
B) Florida
C) the Western states
D) the Northeast states
E) the Southern states
In an attempt to set the company apart from its competitors, Central Parcel Service
(CPS) has its employees wear brown uniforms and drive brown trucks. What type of
public relations tool is being used by CPS?
A) buzz marketing
B) corporate logos
C) corporate identity materials
D) product publicity
E) public service materials
Marketing in the non-profit sector is applied in all but which of these ways?
A) to enhance their images
B) to attract memberships
C) to publicize the organization’s supporters
D) to design social marketing campaigns for specific causes
E) to encourage donor support
When entering a foreign market, companies typically start with ________, working
through independent intermediaries to sell products produced in the home country.
A) direct exporting
B) embargo
C) product adaptation
D) indirect exporting
E) licensing
Which of the following is true with regard to prospecting?
A) Salespersons meet and greet the buyer.
B) Salespersons learn as much as possible about the organization.
C) Salespersons identify qualified potential customers.
D) Salespersons tell the “value story” to the buyer, showing how the company’s offer
solves the customer’s problems.
E) Salespersons ask for the order, review points of agreement, and offer to write up the
order.
A company can ________ an SBU by selling it or phasing it out and using the resources
elsewhere.
A) divest
B) promote
C) expand
D) harvest
E) hold
A good design begins with ________.
A) brainstorming new product ideas
B) making prototypes of the planned product
C) identifying the most suitable and aesthetic packaging
D) brainstorming technical product specifications
E) observing and understanding customers and shaping their product-use experience
________ refer to people in an organization’s buying center who affect the buying
decision; they often help define specifications and provide information for evaluating
alternatives.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
Which of the following is true of the exclusive distribution strategy?
A) It makes products available to everybody, everywhere.
B) It is used primarily for convenience items.
C) It helps promote a brand’s luxury image.
D) It gives producers no control over their products.
E) It enlists all of the intermediaries willing to carry a company’s products.
India needs more imports of raw materials such as textiles, steel, and heavy machinery
and fewer imports of finished textiles, paper products, and automobiles. In the context
of industrial structures, India is most likely a(n) ________ economy.
A) subsistence
B) totalitarian
C) raw material exporting
D) agrarian
E) industrializing
The interrelated departments within a company that influence marketing decisions form
the ________ environment.
A) cultural
B) economic
C) company
D) political
E) technological
Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and
obesity are all examples of ________ marketing.
A) internal
B) social
C) organization
D) person
E) place
In industries in which pricing is a key factor, ________ often set the best prices or help
others in setting them.
A) sales departments
B) salespeople
C) production managers
D) line managers
E) pricing departments
Which of the following product mix pricing strategies involves setting prices across an
entire product range based on cost differences between the products, customer
evaluations of different features, and competitors’ prices?
A) by-product pricing
B) product bundle pricing
C) optional product pricing
D) captive product pricing
E) product line pricing
Service companies can differentiate their service delivery by ________.
A) using symbols and logos
B) instituting a hierarchical organizational structure
C) offering innovative product features
D) de-emphasizing branding
E) having more able and reliable customer-contact people
Stahl Inc. has 1,000 A-level accounts, each requiring 30 calls per year, and 3,000
B-level accounts, each requiring 10 calls per year. If each salesperson at Stahl Inc. can
make 1,500 sales calls per year, how many salespeople would be needed to meet the
total workload?
A) 25
B) 35
C) 40
D) 45
E) 60
The process of arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of target consumers is known as ________.
A) market segmentation
B) differentiation
C) target marketing
D) market targeting
E) positioning
Changing promotions to suit local markets is known as ________.
A) straight product extension
B) ambush marketing
C) communication adaptation
D) product adaptation
E) standardized global marketing
The workload approach takes into account all of the following EXCEPT ________.
A) customer account status
B) amount of effort required to maintain the account
C) customer account size
D) number of times each class of account is to be contacted
E) success rate at closing orders with account
If a company is a market leader in one category, and a market challenger or market
nicher in other categories, it will follow ________ strategies for each category.
A) different
B) the same
C) unique
D) multiple
E) complex
Robert has taken up cycling as a hobby and as a way to maintain his physical fitness.
He wants to buy a hydration system since he will need a lot of water as he cycles.
Having gathered a great deal of information, he has finally narrowed down his choices
to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water.
Robert is in the ________ stage of the buyer decision process.
A) need recognition
B) evaluation of alternatives
C) product trial
D) postpurchase evaluation
E) information search
Why are customers often considered the most important sources of new product ideas?
A) Customers are close to the market and can pass along information about problems
and new product possibilities.
B) The company can analyze customer questions and complaints to find new products
that better solve consumer problems.
C) Customers buy competing new products, take them apart to see how they work,
analyze sales, and then decide to purchase.
D) Customers review the sales, costs, and profit projections for a new product to find
out whether the product satisfies the company’s objectives.
E) Customers estimate the minimum and maximum sales to assess the range of risk.
Amanda Perkins is a senior sales manager in Arlington Steelworks. As the customer
base of her company has grown larger and more demanding over the last few years,
Amanda insists on ________, or using groups of people from various departments such
as sales, technical support, engineering, and even upper management to service
complex accounts.
A) cross selling
B) e-procurement
C) team selling
D) observational research
E) vendor screening
________ are major importers and exporters of manufactured goods and services
A) Raw material exporting economies
B) Subsistent economies
C) Industrializing economies
D) Industrial economies
E) Emerging economies
Refer to the scenario below to answer the following question(s).
Ruben Delgado was making wooden pens and pencils, which had unique engravings, as
a hobby until Simon Yoder recognized Ruben’s talent. Simon immediately ordered 250
pens and pencils of various styles to be displayed in his shop’s showcase. Within three
months, the wooden pencils were a hit with all students! Ruben Delgado had never
thought of marketing his talent, but Simon’s enthusiasm and the recent sales were
enough to change his mind.
With limited resources, Ruben contacted three additional specialty shops within 100
miles that were situated near schools. He explained his manufacturing processes and
engraving options to each. All three shop owners placed a trial order. Within two
months, just prior to the holiday season, each shop owner placed an additional order.
Ruben was ecstatic! “I figured business would slow down after that,” Ruben stated, “but
in February I was contacted by Elmore Distributors. At that point, I had to make a huge
decision about how far I wanted to go with this business.”
Elmore Distributors provides products for school fundraisers in a seven-state area.
Ruben was offered a two-year contract and immediate inclusion in Elmore’s
promotional flyer. Ruben Delgado accepted the offer and, along with it, the
responsibility to produce thousands of wooden pens and pencils. “I had to get a grip on
the magnitude of this project,” Ruben added. He decided to place his major focus on the
large contract with Elmore. However, to avoid placing his total emphasis with one
customer, Ruben continued nurturing his four previously established accounts without
targeting any additional customers.
“At this point, I had set up an assembly line in a rented building,” Ruben explained. “I
had to hire three full-time employees to work the line while I managed the customer
orders and purchased materials.” Ruben paused. “But I can’t take the Elmore project for
granted. It might not always be there. I’ll have to have a good alternate plan if that day
comes.”
In marketing his wooden pens and pencils to specialty-shop customers, Ruben was most
likely using ________ marketing.
A) mass
B) trigger-based
C) concentrated
D) segmented
E) individual
Which of the following involves computerized, digitized sales force operations that let
salespeople work more effectively anytime, anywhere?
A) SWOT analysis
B) BCG matrix
C) digital marketing system
D) sales force automation system
E) field service management system
All of the following are ways a company can differentiate itself or its product EXCEPT
________.
A) services
B) channels
C) price
D) people
E) image
In recent years, service differentiation among retailers has ________.
A) increased at a steady rate
B) decreased
C) stayed the same
D) increased exponentially
E) tripled
You own a small independent retail store in your neighborhood. You want to offer fresh
seafood, milk, and bread in your store. In this case, which of the following types of
wholesalers will serve you the best?
A) truck jobber
B) independent distributor
C) drop shipper
D) mail-order wholesaler
E) manufacturers’ agent
Marketing management must make four important decisions when developing an
advertising program. Briefly describe these four decisions.
Describe three public policy issues or regulations that marketers should carefully
consider as they make decisions about adding or dropping products.
How do suppliers help companies like Walmart maintain consistently low prices?
Explain the marketing decisions faced by wholesalers.
Explain how companies select, motivate, and evaluate intermediaries or channel
members.
Discuss the concepts of advertainment and branded entertainment.
Why is predatory pricing considered illegal?
Why do ad expenditures remain high in the growth stage of the PLC?
A company has four choices when it comes to developing brands. Describe them.
Why might the Hispanic American market be a viable targeted group for a new
marketer of products?
People’s distinct individual personalities influence their buying behavior. Personality is
usually described in terms of traits. What are these traits, and how do they affect the
way people purchase items? Give at least one example.
What is supplier development?
Compare and contrast the advantages and disadvantages of standardized global
marketing and adapted global marketing.
What happens in a modified rebuy?
Discuss why a company really needs and benefits from competitors.
Explain why a global company would need to make adjustments to a highly
standardized promotion campaign for different markets.
How can researchers and managers arrive at the best interpretation of research findings?
Describe how marketers use multiple segmentation bases to their advantage.
Explain price elasticity. What determines the elasticity of demand?
What is a growth-share matrix? Discuss the BCG growth-share matrix.