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
A product’s ________ identifies the product or brand, describes several things about the
product, and promotes the brand.
A) line extension
B) portfolio
C) label
D) design
E) feature
Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors
Corporation. The e-mail asked Josh to send his bank account details and social security
number to transfer cash directly to his account. Josh did not remember buying any
lottery tickets, and so was apprehensive about providing his bank details without
verification. Which of the following is illustrated from this scenario?
A) adware
B) viral marketing
C) telemarketing
D) cyberbullying
E) phishing
When Kraft focused on cost cutting with its older, established brands, leaving them to
wither without much investment or modification, Kraft decided to ________ the older
products.
A) extend
B) modify
C) drop
D) harvest
E) analyze
Which of the following refers to a nonprobability sample in which the researcher finds
and interviews a prescribed number of people in each of several categories?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Uptown-Clean Crew is a company that provides house-cleaning services in major urban
and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous
video promoting the company’s services and posted it online. Soon the video was a rage
as customers who saw the video found it hilarious and they passed it on to their friends
and colleagues calling it the “Uptown comedy.” Which form of marketing is illustrated
from this scenario?
A) telemarketing
B) viral marketing
C) integrated marketing
D) omni-channel marketing
E) kiosk marketing
A marketer wants to increase its “share of customer.” It can do this by offering a greater
variety to customers, or by ________.
A) decreasing prices
B) increasing discounts and coupons
C) sending samples directly to customers
D) introducing customers to “brand evangelists”
E) creating programs to cross-sell and up-sell to market more products and service to
existing customers
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word about the company’s new products.
This is an example of ________.
A) a reverse marketing activity
B) nonpersonal marketing
C) sales promotion
D) buzz marketing
E) direct marketing
Which of the following is least likely to be a tool used by small businesses?
A) observation of customers and potential customers
B) online product and service review sites
C) purchasing data from Nielsen or U.S. Yankelovich MONITOR
D) informal surveys using small convenience samples
E) competitor and customer web, mobile, and social media sites
Which of the following is a component of a firm’s microenvironment?
A) customer demographics
B) economic recessions
C) population shifts
D) marketing intermediaries
E) technological changes
Green Bees, a popular American heavy-metal band, will perform in Berlin during
Christmas. There is a high demand for concert tickets among fans worldwide who are
looking forward to the much-awaited performance. In this instance, the high demand
for tickets for the Green Bees concert is representative of ________ demand.
A) primary
B) negative
C) derived
D) elastic
E) business
Which of the following variables are the most popular for marketers to use in
segmenting customer groups?
A) ethical
B) psychographic
C) demographic
D) behavioral
E) geographic
Which of the following is true of optional-product pricing?
A) It involves capitalizing on low value by-products.
B) It involves pricing products that can be added to the base product.
C) It is used to price a company’s main product.
D) It involves setting geographically specific prices.
E) It is used to price products that must be used with the company’s main product.
Which of the following groups influences the company’s ability to obtain funds?
A) financial publics
B) local publics
C) general publics
D) citizen-action publics
E) internal publics
________ markets buy goods and services for further processing.
A) Business
B) Reseller
C) Wholesale
D) Consumer
E) Retail
Fiona Lambrech is the marketing director of a newly established detergent company. In
order to introduce her product effectively into the market, Fiona sends samples of the
detergent to a select group of individuals. Which of the following forms of marketing
was most likely used by Fiona?
A) direct-mail marketing
B) catalog marketing
C) telephone marketing
D) kiosk marketing
E) direct-response television marketing
Rudolf Technologies Inc. decided to enter the automobile service market. Consequently,
the company decided to procure the tools and machines needed from a reputable
supplier. Rudolf Technologies is facing ________.
A) a new task situation
B) a modified rebuy situation
C) negative competition
D) the need to outsource its primary service offering
E) the pressure to diversify its market
What did Selman & Saks hope to gain by entering the French market?
A) access to new consumer markets
B) access to less expensive labor
C) access to less expensive materials
D) access to foreign investment incentives
E) the ability to offset domestic economic cycles
Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing
company based in Alabama. To improve future sales of the company’s products, she has
decided to collect customer opinions and feedback on the current products offered by
her company. For this purpose, Melissa is looking for a highly flexible contact method
that can be used to gather large amounts of data within the least possible time. In this
instance, which of the following contact methods is most likely to hold the highest
appeal for Melissa?
A) online surveys
B) in-depth interviews
C) telephone interviews
D) individual interviews
E) mail questionnaires
The total production costs at Kellner Machine Works are $87,000 out of which $45,000
represent fixed costs. Which of the following is representative of the variable costs
incurred by the company?
A) $35,000
B) $42,000
C) $45,000
D) $87,000
E) $132,000
Motorzone offers replacement parts for old Volkswagen Beetles. The company
calculates shipping charges based on shipping parts from Boston, even though some
parts actually ship from St. Louis. Motorzone most likely practices ________ pricing.
A) FOB-origin
B) basing-point
C) zone
D) uniform-delivered
E) freight-absorption
James has decided to buy a new vehicle. His brother John has recently purchased a new
truck and recommends the same model to James. James finally decides to buy the same
truck. Which of the following sources of information has most likely influenced James’
purchase decision?
A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens
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
Product placement in television programs and movies is an example of ________.
A) branded entertainment
B) advertainment
C) direct marketing
D) buzz marketing
E) sales promotion
Snappy Cameras is launching a new advertising campaign to demonstrate the high
quality of its digital cameras. Which media option would give the audience the most
control over exposure to the ads and interactive capabilities?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
Companies facing the challenge of setting prices for the first time can choose between
two broad strategies: market-penetration pricing and ________ pricing.
A) comparative
B) competitive
C) market-skimming
D) market-segmentation
E) cost-plus
Which of the following is an environmental factor that influences business buyers?
A) organizational procedures
B) individual motives
C) organizational objectives
D) supply of key materials
E) group dynamics
Iceco Inc., an ice cream manufacturing company, encourages all stakeholders, including
the top management and all employees, to consider individual and community welfare
in their day-to-day decisions. This action undertaken by Iceco reflects ________.
A) environmentalism
B) social responsibility
C) the selling concept
D) partner relationship management
E) marketing myopia
Reasons for a price increase include all of the following EXCEPT ________.
A) a desire to improve profits
B) cost inflation
C) when the alternative is rationing of the product
D) decreasing gross margins
E) increasing supply of product
Which of the following statements is true of direct marketing?
A) Direct marketing is also referred to as referral marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Direct marketing offers sellers a low-cost alternative for reaching their markets.
D) Direct marketing involves two or more intermediaries.
E) In direct marketing, consumers earn a commission every time they buy a product.
Product mix ________ refers to the total number of items a company carries within its
product lines.
A) length
B) depth
C) height
D) width
E) consistency
Rhodia invites tourists from all over the world to experience its pristine nature, clear
skies, and beautiful summertime climate. This exemplifies ________.
A) corporate image marketing
B) social marketing
C) place marketing
D) social engineering
E) negative brand equity