The set of activities that move production inputs and other goods within factories,
warehouses, and transportation terminals is called the _____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Buyerseller communications in which the customer controls the amount and type of
information received from a marketer is called _____.
a. utility
b. buzz marketing
c. exchange process
d. seller’s market
e. buyer’s market
f. marketing myopia
g. social responsibility
h. relationship marketing
i. person marketing
j. place marketing
k. event marketing
l. organization marketing
m. interactive marketing
n. lifetime value of a customer
o. social marketing
p. onetoone marketing
q. strategic alliances
r. notforprofit organizations
s. ethics
t. mobile marketing
u. wholesalers
v. transactionbased marketing
A firewall is an electronic barrier between a company’s internal network and the
Internet that limits access into and out of the network.
a. True
b. False
Information technology has enhanced the effectiveness of relationship marketing by
leveraging massmarketing campaigns.
a. True
b. False
Budweiser and its stable of beer brands including Michelob, Bud Lite and Budweiser
Platinum have faced significant inroads in sales by craft breweries such as Boston Beer
Company and Sierra Nevada Brewing Company. The craft breweries represent a(n)
______ to Budweiser.
a. threat
b. weakness
c. strategic window
d. opportunity
The term marketing mix describes:
a. a composite analysis of all environmental factors inside and outside the firm.
b. a series of business decisions that aid in selling a product.
c. the relationship between a firm’s marketing strengths and its business weaknesses.
d. a blend of the four strategic marketing elements to satisfy specific target markets.
You want to encourage your longtime customers to continue their relationship with the
service your company provides, and so you implement an approach commonly used to
segment a market by brand loyalty. What approach did you use?
a. Praedo’s law
b. multiple segmentation
c. benefits segmentation
d. the 80/20 principle
e. frequent purchase program
A product that has attained a monopoly position with its consumers is in the brand
preference stage of brand loyalty.
a. True
b. False
A company using exponential smoothing technique for forecasting their sales in 2015 is
likely to award a 1.5 weight for sales data of 2015, 2.0 weight for sales data from 2014,
and 2.5 weight for the sales data from 2012.
a. True
b. False
The Fayetteville-Springdale-Rogers region of Arkansas has approximately 340,000
people. Fayetteville is an urban center and it alone has a population of 60,000. The
Fayetteville-Springdale-Rogers region would be classified as a:
a. consolidated metropolitan statistical area (CMSA).
b. primary metropolitan region (PMR).
c. metropolitan statistical area (MSA).
d. micropolitan statistical area (SA).
A(n) _____ is a Web page that serves as a publicly accessible personal journal.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
f. bot
g. search marketing
h. electronic signature
i. phishing
j. blog
k. clickthrough rate
l. conversion rate
m. electronic shopping cart
n. firewall
o. eprocurement
p. vishing
q. spam
r. podcast
s. preroll video ad
t. engagement
An IMC strategy separates the promotional mix into parts and views them as isolated
components.
a. True
b. False
Which of the following is an example of advertising?
a. A billboard with the image of a celebrity endorsing a product
b. Conspicuous placing of a product in a popular TV show
c. Giving away free sample of a product
d. Holding a contest to promote a product
Which of the following best represents a mission statement?
a. U.S. Army: Be all that you can be
b. Bass Pro Shop: To be the leading merchant of outdoor recreational products,
inspiring people to love, enjoy, and conserve the great outdoors
c. Kellogg’s: Breakfast cereals at a price everyone can afford
d. Walmart: Stores big enough to make shopping interesting for every family member
A retailer’s customer service strategy can support the efforts of the retailer in building
demand for a line of merchandise.
a. True
b. False
Push money refers to cash incentives paid by manufacturers to wholesalers to stock new
products.
a. True
b. False
_____ is the amount a retailer adds to the cost of a product to determine its selling
price.
a. stock-keeping unit (SKU)
b. markup
c. markdown
d. retail convergence
e. scrambled merchandising
f. atmospherics
g. broker
h. general merchandise retailer
i. category killer
j. rack jobber
k. supercenter
l. auction house
m. specialty store
n. retailers
o. mass merchandiser
p. truck jobber
q. direct marketing
r. drop shipper
s. planned shopping center
t. wheel of retailing
Salespeople involved in creative selling use well-planned strategies to seek new
customers by proposing innovative solutions to customer’s needs.
a. True
b. False
A positioning map:
a. is used primarily by companies utilizing undifferentiated marketing strategies.
b. can be used only for already successful products in the market.
c. shows how consumers view a product relative to competitive products.
d. outlines how to introduce a new product to the marketplace.
Manufacturer-owned facilities are beneficial when products are perishable and need
rigid control of distribution to avoid spoilage.
a. True
b. False
Which of the following is a posttest that assesses advertising effectiveness after it has
appeared in a print or broadcast medium?
a. Miller test
b. Unaided recall test
c. Risk-utility test
d. Oakes test
A management-driven method for identifying market segments involves asking
customers for the product attributes important to them.
a. True
b. False
The executive summary of a social media marketing plan is said to be effective if:
a. it provides an expert view on the competitors’ presence in the social media, including
the platforms they choose and their overall effectiveness.
b. it clearly describes the overall market conditions and the firm’s current position in
social media.
c. it effectively defines the methods for monitoring, measuring, and managing the social
media marketing efforts.
d. it gives compelling reasons as to why the plan should be adopted by the firm.
Team selling is usually a temporary arrangement intended to serve the customer from
the initial contact through the initial sale.
a. True
b. False
Badoo is a global, multilingual, social media platform that provides an opportunity for
its members to meet new people in their locality, share daily activities, and post
opinions on different topics. Badoo is a type of _____.
a. application
b. social networking site
c. bookmarking site
d. blogging site
A _____ is a channel intermediary that takes title to goods it handles and then
distributes those goods to retailers, other distributors, or B2B customers.
a. category killer
b. merchandiser
c. department store owner
d. wholesaler
The main purpose of a corporate website is to increase purchases by visitors.
a. True
b. False
_____ laws are designed to prevent restraints on trade such as business monopolies.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
Which of the following refers to marketing myopia?
a. A companywide consumer orientation with the objective of achieving longrun
success
b. A market in which there are more buyers for fewer goods and services
c. A management’s failure to recognize the scope of its business
d. A market in which there are more goods and services than people willing to buy them
The manager of the Indianapolis Motor Speedway notices that sales are down for the
next upcoming race. Which approach should the manager use to sell the remaining
tickets for the next event quickly?
a. drop the price of general admission tickets one week prior to the event
b. advertise that the Motor Speedway is a green facility and restricts smoking
c. offer general admission tickets as buy one, get one 50% off the regular price
d. place the tickets on an auction website and invite individuals to bid on open seats
e. bundle open tickets with such incentives as drink tickets or reduced-rate parking
The diffusion process focuses on the speed at which an innovative product is accepted
or rejected by all members of a community or social system.
a. True
b. False
High sales volume spreads selling costs over a large number of items, generating
adequate returns from direct sales.
a. True
b. False
Governments try to protect the private domestic industries by providing them financial
support. Which of the following trade barriers refers to such financial support?
a. Embargo
b. Protective tariff
c. Subsidy
d. Import quota
Revenue tariffs are usually higher than protective tariffs.
a. True
b. False