Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours.
This is an example of _____.
a. form utility creation
b. place marketing
c. organization utility
d. sports marketing
The marketing concept focuses on the objective of achieving shortterm profits instead
of longrun success during tough economic times.
a. True
b. False
Planners apply qualitative sales forecasting techniques when they want judgmental or
subjective indicators.
a. True
b. False
The overview of a social media marketing plan:
a. briefly describes the overall market conditions, and the firm’s current position in the
social media.
b. gives compelling reasons as to why the plan should be adopted by the firm.
c. describes in detail the goals and strategies, the target audience, and the methods for
implementing, monitoring, measuring, and managing the marketing campaign.
d. examines competitor’s presence in social media, including which platforms and tools
they select and an evaluation of their overall effectiveness.
Emarketing is an integral component of ebusiness.
a. True
b. False
External analysis, conducted during the process of benchmarking, involves:
a. establishing a baseline for comparison with industry leaders.
b. identifying business processes that need improvement.
c. identifying the strengths and weaknesses of the firm’s internal processes.
d. gathering information about competing firms perceived as leading performers.
The most successful CRM systems share common qualities including:
a. They increase response time.
b. They eliminate the need for customer service by centralizing data.
c. They lead to 100% customer retention rates.
d. They reduce costs by empowering customers with information.
e. They guarantee profitable customer relationships.
Marketers adopt different strategies in order to promote their products in the market.
But what is a market? Select the best definition of market from the choices below.
a. specific people and organizations likely to buy certain goods and services
b. people and organizations who regulate the manufacture of goods and services
available for purchase
c. spaces or outlets where goods and services can be purchased
d. people and organizations with purchasing power, authority, and willingness to buy
goods and services
e. goods and services that serve both the consumer and business
Wendy has a membership at Sam’s Club and Costco and enjoys purchasing items in
bulk to save money for her family. The stores are huge and are distinct in their
appearance since they feature large aisles and commercial shelving. It’s more like
shopping in a working warehouse but Wendy loves searching for bargains and everyday
staples such as paper towels and cleaning supplies. Sam’s Club and Costco are
examples of _____ retailers.
a. discount
b. category killer
c. specialty
d. department store
A _____ is a brand for which the owner claims exclusive legal protection.
a. water mark
b. field symbol
c. trademark
d. category code
Which of the following is true of a company with strong market orientation?
a. It designs products with advantages and levels of quality compatible with its
competitors.
b. It assumes that customers will resist purchasing nonessential goods.
c. It stresses on efficiency in producing a quality product, with the attitude toward
marketing that “a good product will sell itself.”
d. It has a focus on newproduct development and the introduction of innovative
products.
Proactive methods a firm might use to assess customer satisfaction would include:
a. visiting, calling, or mailing written surveys to clients.
b. setting up customer service help lines to receive customer complaints.
c. offering gifts and reward points to appease a dissatisfied customer.
d. quickly replacing defective products with new products after receiving complaints
from customers.
The _____ process involves implementing planning activities devoted to achieving
marketing objectives.
a. planning
b. marketing planning
c. strategic planning
d. tactical planning
e. cash cows
f. first mover strategy
g. SWOT analysis
h. strategic window
i. marketing mix
j. product strategy
k. strategic business units
l. Porter’s Five Forces
m. marketing strategy
n. dogs
o. stars
p. annual growth rate
A product development strategy might include flanker brands that are introduced into
the market to increase the overall market share of the company.
a. True
b. False
A strong brand identity can contribute to the consumers’ perceptions of product quality.
a. True
b. False
You work for a clothing manufacturer whose executives recently decided they were
going to sever their ties with four of their manufacturing partners in Guatemala due to
dismal labor conditions. Your superiors believe this is a public relations-worthy topic,
and they want your consumers and stakeholders to know about their decision.
Which of the following steps can they take to ensure their various publics are aware of
their decision to sever ties with the Guatemalan manufacturers?
a. use direct marketing
b. use guerilla marketing
c. publish a press release
d. publicize the news on billboards
e. partner with a magazine to publish the story
Advergames are either online games created by marketers to promote their products to
targeted audiences in an interactive way or ads or product placements inserted into
online video games.
a. True
b. False
Which of the following statements is true of differentiated marketing?
a. A company practicing differentiated marketing attempts to satisfy everyone in the
market with one standard product.
b. As compared o undifferentiated marketing, differentiated marketing leads to lower
inventory and promotional cost.
c. Differentiated marketing approach can appeal to a small company that lacks the
financial resources of its competitors.
d. Differentiated marketing helps a company to diversify and reach new customers.
A manufacturer’s representative can work only for a single manufacturer.
a. True
b. False
_____ is a contractual agreement that grants marketers in other countries the right to
distribute a firm’s merchandise or to use its trademark, patent, or process in a specified
geographic area.
a. Value engineering
b. Sole sourcing
c. Offset agreement
d. Foreign licensing
You would like to apply breakeven analysis to know when your startup tutoring venture
will turn a profit. Which of the following considerations must you take into account?
a. The hourly wage you pay your tutors.
b. The rent you pay your office landlord.
c. The hourly price you intend to charge for tutoring.
d. The demand for tutoring services in your market.
e. All of the above must be considered.
Attainment of organizational objectives by predicting and influencing the competitive,
politicallegal, economic, technological and sociocultural environments is called _____.
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
Since each purchase decision possesses unique circumstances, presentations are:
a. usually flexible and can be modified to suit customer needs.
b. often prepared in detail ahead of time.
c. generally somewhat negative and disorganized to many potential clients.
d. usually short on detail, lacking current price quotes and specifications.
Some Florida drivers have license plates that say “Save the Manatee.” This is an
example of _____ marketing.
a. organization
b. cause
c. place
d. event
You work for an American wine importer. In choosing which brands to import, you
consider different vineyards’:
a. Ability to maintain quality
b. Flexibility in filling orders of varying sizes
c. Response time in filling orders
d. Appeal to American wine drinkers
e. Participation in offset agreements
Bubbles, a major player in the beverage industry, is currently negotiating the purchase
of a purification plant and a bottling unit. This is an important investment for Bubbles
and the products have been designed specifically for them. Which of the following
types of products is being purchased by Bubbles?
a. Accessory equipments
b. Installations
c. Component parts and materials
d. Supplies
Governmental organizations represent the largest segment of the B2B marketplace.
a. True
b. False
As the senior vicepresident of marketing, Naomi will be closely involved in her firm’s
strategic planning.
a. True
b. False
Rising prices caused by excess demand and increases in the costs of raw materials,
component parts, human resources, or other factors of production is referred to as
_____.
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
Disney Cruise Line offers exceptional experiences for their guests and a variety of
destinations around the world. They attempt to price their offerings competitively and
profitability by varying the listed price of accommodations on a cruise such that
different weeks of the year may be less expensive than others. For example, during
hurricane season for Atlantic Ocean cruises, prices will be lower than peak times such
as Christmas and New Years cruises. Which pricing-related strategy is Disney Cruise
Line utilizing?
a. yield management
b. demand forecasting
c. supply analysis
d. modified breakeven analysis
A global brand is generally defined as one that sells at least 60 percent outside its home
country.
a. True
b. False
The owners of an organic restaurant have purchased the farm that supplies their fresh
herbs and vegetables. This is an example of which type of vertical marketing system or
process?
a. A contractual marketing system
b. Backward integration
c. Forward integration
d. Cooperative integration
e. A purchase-based marketing system
An internal transfer price is the price for moving goods between profit centers in
large-scale organizations.
a. True
b. False