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At some catalog retailers, employees on roller skates called pickers are handed a
printout of the products a customer wants, and then the pickers skate through large
warehouses accumulating the desired products into one central location. The pickers are
engaged in ________.
A) enterprise resource planning
B) transportation
C) materials handling
D) warehousing
E) inventory control
In a ________, a firm gives another firm the right to produce and market its product in
a specific country or region in return for royalties on goods sold.
A) licensing agreement
B) strategic alliance
C) joint venture
D) marketing mix alliance
E) direct investment
________ occurs when people learn that their actions result in rewards or punishments.
A) Classical conditioning
B) Operant conditioning
C) Cognitive conditioning
D) Information searching
E) Observational learning
Which of the following marketing strategies runs the greatest risk of brand dilution?
A) brand extension
B) brand storytelling
C) generic branding
D) ingredient branding
E) sustainable packaging
Which of the following is NOT necessary for a product-related objective to be
effective?
A) It should focus primarily on short-term implications.
B) It should be measurable.
C) It should be feasible.
D) It should indicate a specific time frame.
E) It should be clear.
The J. M. Smuckers Company makes jams, jellies, fruit spreads, and ice cream
toppings. All of these products are sold using the Smuckers brand name. This company
uses a(n) ________ strategy.
A) store brand
B) private-label brand
C) cobranding
D) ingredient branding
E) family brand
Shane pulled her car into the gas station just as the fuel gauge dropped below empty. In
this example, Shane benefited from the ________ utility offered by the gas station.
A) creation
B) place
C) value
D) marketing
E) quality
For which of the following products would a continuous advertising schedule be most
appropriate?
A) swimming pool chemicals
B) ski goggles
C) heaters
D) mosquito repellent
E) lightbulbs
A newspaper article reported on a lawsuit in which independent coffee shops accused a
national chain of coffee shops of engaging in an illegal conspiracy to drive them out of
business. What promotion element would the national chain of coffee shops most likely
use to improve its corporate image, which has been tarnished by these accusations?
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) word-of-mouth communication
Facility exteriors and interiors are part of ________.
A) the servicescape
B) disintermediation
C) the core service
D) the intangibles in a service exchange
E) place marketing
Which of the following has limited the practice of reality mining?
A) lack of communication among departments within an organization
B) difficulties analyzing unstructured data
C) concerns about preventing information overload
D) concerns about reactions to privacy infringement
E) concerns about preventing customer abandonment
Limited-service merchant wholesalers are less likely than full-service merchant
wholesalers to do which of the following?
A) set the prices of the merchandise they sell
B) take title to the merchandise they sell
C) suffer financial losses if the merchandise they sell is damaged or stolen
D) offer marketing assistance or delivery for the products they sell
E) use their own sales force
Two teachers purchased art supplies for their classes. One paid $103.45 for eight large
boxes of crayons. The other teacher purchased ten identical boxes for $105.55. The
second teacher got more for her money because she took advantage of a quantity
discount, a reduced price for buying ten or more boxes. Which element of the marketing
mix most directly relates to these purchases?
A) production
B) profit
C) price
D) place
E) possession
Analysts use ________ to comb through vast amounts of data to find hidden patterns
and determine how to use those patterns.
A) data warehouses
B) sentiment analysis
C) emotion analysis
D) algorithms
E) predictive analytics
________ is the third, or "nuts-and-bolts," level of planning.
A) Strategic planning
B) Functional planning
C) Operational planning
D) Product development
E) Business planning
Which of the following refers to the extent to which a person devotes mental-processing
activity to a particular stimulus?
A) cognition
B) attention
C) affect
D) interpretation
E) exposure
Which of the following advertising situations would LEAST likely be considered
puffery?
A) a mouthwash that claims to make your mouth feel its freshest
B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each
day
C) children growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out
her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and
a rainbow on the horizon
Idea marketing could be about all of the following EXCEPT which one?
A) gaining a market share for a concept
B) communicating a philosophy
C) encouraging a change in people's beliefs
D) encouraging a change in people's actions
E) promoting a specific product for profit
According to the communication model, ________ is the process of translating an idea
into a form of communication that will convey the desired meaning.
A) sourcing
B) messaging
C) encoding
D) signifying
E) sending
Using current sales as a predictor, which of the following products would likely be most
effectively sold using direct selling?
A) women's shoes
B) cleaning products
C) baby furniture
D) automobiles
E) pet food
In which step of the hierarchy of effects would a marketer most likely use celebrity
endorsements and status appeals?
A) create awareness
B) inform the market
C) create desire
D) encourage purchase
E) build loyalty
Researchers counted the number of out-of-state cars parked in an outlet mall parking lot
at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of
descriptive research using ________.
A) a hierarchical format
B) a cross-sectional design
C) latitudinal tracking
D) a longitudinal design
E) ethnography
Which of the following best explains why marketers are attracted to the BRICS
countries?
A) These countries have long-established upper classes that form a strong market for
luxury goods.
B) These countries are quickly moving from being least developed to developing
countries.
C) These countries have masses of consumers who are not yet wealthy but are quickly
moving to economic prosperity.
D) These countries offer large markets with no language or cultural barriers.
E) These countries wield the most power in the G7.
________ refers to the sale of two or more goods or services as a single package for one
price.
A) Two-part pricing
B) Captive pricing
C) Price bundling
D) Decoy pricing
E) Trial pricing
According to the law of demand, which of the following is true?
A) If prices decrease, customers will buy more.
B) Customers are not aware of small price changes.
C) The effect on demand from changes in price cannot be accurately predicted.
D) Demand equals supply.
E) If prices increase, customers will buy more.
Greg Williams now has the buying power to purchase the computer system he has
wanted for the last six months. Greg's want has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
A company introduced the Funday film to compete with lower-priced brands, but it
found many of its regular customers bought Funday instead of its usual, higher-priced
film. The company experienced ________.
A) an upward line stretch
B) a product line contraction
C) brand dilution
D) cannibalization
E) filling in
The product life cycle concept can be applied by marketers as a useful framework for
describing how ________.
A) to forecast product performance
B) to develop marketing strategies
C) a market responds to a product over time
D) product ideas are developed
E) a brand gains a dominant position in the market
In which step of developing a marketing plan would managers examine external
elements that specifically affect the marketing plan?
A) situation analysis
B) development of marketing objectives
C) development of operational plan
D) development of marketing strategies
E) implementation of the marketing plan
Explain the three factors that typically influence the quality of research results and
discuss how researchers can ensure the quality of their data.
Which of the following is the purpose of a beacon in a retail space?
A) to deliver promotions and rewards to customers as they shop in a physical retail
space
B) to keep a running total on sales, returns, and transfers to other stores
C) to automatically reorder products when inventories decline to a certain level
D) to allow customers to automatically pay for items without cash or a credit card
E) to provide a seamless shopping experience for customers across shopping locations
________ bypass channel intermediaries and sell directly from manufacturer to
consumer through personal, one-to-one contact.
A) Order getters
B) Transactional sellers
C) Missionary salespeople
D) Direct marketers
E) Direct sellers
Which of the following is an example of a bottom-up technique for developing
promotional budgets?
A) the competitive-parity method
B) the objective-task method
C) the percentage-of-sales method
D) the pull-push method
E) the AIDA method
