________ means adjusting the marketing strategy and mix elements to each
international target market.
A) Standardized global marketing
B) Ambush marketing
C) Adapted global marketing
D) Mass marketing
E) Whole channel viewing
Which of the following is NOT part of a company’s decision about which customers it
will serve and how?
A) differentiation
B) targeting
C) budgeting
D) segmentation
E) positioning
Marketing plays a key role in the company’s strategic planning in all of these ways
EXCEPT ________.
A) providing input to identify attractive market opportunities
B) designing new products from scratch
C) creating customer value and building profitable relationships with customer groups
D) designing strategies for reaching a unit’s objective
E) providing a guiding philosophy
Customers can be classified into four relationship groups based on their profitability
and projected loyalty. Which customer type is associated with high profitability and
long-term loyalty?
A) barnacles
B) strangers
C) butterflies
D) true friends
E) cash cows
The ________ prohibits monopolies and activities (price-fixing, predatory pricing) that
restrain trade or competition in interstate commerce.
A) Sherman Antitrust Act
B) Lanham Trademark Act
C) Fair Packaging and Labeling Act
D) CAN-SPAM Act
E) Magnuson-Moss Warranty Act
The challenge for makers of which type of product is to add long-run benefits without
reducing the product’s desirable qualities?
A) salutary product
B) desirable product
C) pleasing product
D) durable product
E) deficient product
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
Wholesalers must ________ to maintain their profits.
A) raise their prices to their retail customers
B) find efficient ways to deliver value to their customers
C) reduce the number of customers they work with
D) increase the number of services they offer
E) improve the relationships with the suppliers
Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers
conduct product research and also lets them order directly online or redirects them to
the nearest Gant retail store. Which of the following best describes GantHardware.com?
A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog
A competitor analysis requires the assessment of all of the following EXCEPT the
competitors’ ________.
A) objectives
B) organizational hierarchy
C) strategies
D) strengths and weaknesses
E) reaction patterns
Which budgeting method entails defining specific promotion goals, determining the
necessary tasks, and estimating the costs to determine a promotion budget?
A) percentage-of-sales method
B) objective-and-task method
C) affordable method
D) exponential task method
E) competitive-parity method
Sigma Inc. has 2,000 Type-A accounts, each requiring 35 calls per year, and 1,000
Type-B accounts, each requiring 15 calls per year. What is the sales force’s workload?
A) 15,000 calls
B) 35,000 calls
C) 70,000 calls
D) 85,000 calls
E) 95,000 calls
Trusted Wholesalers is a company that currently purchases products made in Mexico
and sells them to companies based in the United States and Canada. Trusted
Wholesalers is considering whether to also purchase products produced in Costa Rica
and the Dominican Republic. To make their decision, members of management at
Trusted Wholesalers will most likely evaluate the agreements made by ________.
A) the EU
B) NAFTA
C) CAFTA-DR
D) MCAN
E) UNASUR
Advertising has numerous goals. Which of the following is NOT one of those goals?
A) to help move consumers through the buying process
B) to work with lobbyists and legislators in developing industry regulations
C) to move people to immediate action
D) to build or strengthen long-term customer relationships
E) to engage customers and change the way they think or feel about the brand
Needs include all of the following EXCEPT ________.
A) food
B) knowledge
C) affection
D) the newest iphone
E) belonging
Which of the following is the first step in developing an effective integrated
communications and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message
Gainville Inc. manufactures Android phones. Each new Gainville phone launch
advances the cause of democratizing technology. Gainville, an expert in fostering
customer community, engages customers at a deep, emotional level, and has been
ranked one of the Breakaway Brands by the brand consultancy, Kendell Associates.
Gainville is most likely positioned on ________.
A) basic product attributes
B) short-term benefits
C) service variability
D) self-image enhancement
E) strong beliefs and values
Attributes that a buying center may look for in a supplier include all of the following
EXCEPT ________.
A) product quality
B) off-shore manufacturing
C) service quality
D) on-time delivery
E) competitive prices
Bose offers $50 cash back to customers who purchase a new speaker and send in a
proof of purchase. This is an example of a ________.
A) rebate
B) POP promotion
C) price pack
D) premium
E) sample
Which of the following does NOT characterize international trade in the past 30 years?
A) The number of multinational corporations has more than doubled.
B) Over 40 percent of the largest economies in the world are corporations.
C) Trade value of products and services grew even during the recession.
D) U.S. companies have long been successful at international marketing.
E) Home markets are just as rich in opportunity as foreign markets.
Which of the following statements is true of cultural factors that influence consumer
behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing
and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value
system.
E) Hispanic Americans and African Americans are examples of racially segregated
groups and not subcultures.
________ are agents who take physical possession of products and negotiate sales.
They deal mostly with agricultural marketing.
A) Industrial distributors
B) Cash-and-carry wholesalers
C) Purchasing officers
D) Rack jobbers
E) Commission merchants
At Neiman Marcus, a first-class department store, customers shop for high-end products
and they are assisted in every phase of the shopping process. Neiman Marcus is a
________.
A) full-service retailer
B) limited-service retailer
C) self-service retailer
D) specialty store
E) superstore
When marketers set low expectations for a market offering, they run the risk of
________.
A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers’ needs
E) incorrectly identifying a target market
________ includes all the activities involved in selling products or services directly to
final consumers for their personal, nonbusiness use.
A) Franchising
B) Retailing
C) Brokering
D) Wholesaling
E) Disintermediation
Which of the following is true about e-mail marketing messages?
A) E-mail marketing messages involve sending an offer, announcement, reminder, or
sample to a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted
consumers, exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and
result in low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media
such as television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the
customers compared to traditional direct mail.
A company that makes products that give high immediate satisfaction but may hurt
consumers in the long run makes ________ products.
A) deficient
B) pleasing
C) salutary
D) desirable
E) threatening
Atlas Imports and Exports sells products directly to consumers via the Atlas Web site,
and through local retailers as well. Which of the following is evident here?
A) corporate vertical marketing system
B) horizontal marketing system
C) multichannel distribution system
D) administered vertical marketing system
E) conventional distribution channel
Each competitor has a mix of objectives. The company wants to know the relative
importance that a competitor places on all of the following EXCEPT ________.
A) company history
B) current profitability
C) market share growth
D) cash flow
E) technological leadership
________ is a measure of the percentage of people in a target market who are exposed
to an ad campaign during a given period of time.
A) Frequency
B) Qualitative value
C) Impact
D) Premium
E) Reach
Which of the following is the first step in the personal selling process?
A) handling objections
B) follow-up
C) presentation and demonstration
D) preapproach
E) prospecting and qualifying
Explain why a public relations campaign can be a more cost-effective option for
corporations than an advertising campaign.
List four types of segmented pricing.
Explain how Whole Foods is able to compete against Walmart.
Why might salespeople use high-pressure selling tactics that do not lead to long-term
relationships with customers?
Why is reach an important measure for a marketer?
Explain the concept of derived demand.
Compare and contrast the four competitive positions that are often used to describe
market structures.
How do interpersonal factors influence the business buying process?
What is demography? Why is the demographic environment of major interest to
marketers? Discuss the changing age structure of the U.S. population.
Explain why a global company would need to make adjustments to a highly
standardized promotion campaign for different markets.
Discuss two ways a market challenger can best attack the chosen competitor and
achieve its strategic objectives. Explain when a challenger should use these attacks and
provide examples of companies that have used these methods.
Compare and contrast the two common principles that can be used to guide companies
and marketing managers on issues of ethics and social responsibility.
How do consumers perceive products?
What are the key service characteristics a company must consider when designing
marketing programs? Briefly describe each characteristic.
Michael Porter suggested four basic competitive positioning strategies that companies
can follow, three winning strategies and one losing one. Name and describe these four
different strategies.
Define consistency of the product mix.
Discuss the steps in analyzing competitors.
What is vertical conflict? Illustrate your answer with an example.