A charitable trust’s appeal which states, “While you are trying to figure out what to get
the man who has everything, don’t forget the man who has nothing” is an example of
a(n) ________ appeal.
A) structural
B) awareness
C) rational
D) moral
E) standard
Which stage in the PLC normally lasts longest and poses strong challenges to marketing
managers?
A) growth
B) decline
C) maturity
D) introduction
E) adoption
Whereas the mass marketer achieves ________, the nicher achieves ________.
A) low margins; low volume
B) low volume; high margins
C) high volume; high margins
D) high volume; low margins
E) high margins; high volume
A ________ is a layer of intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer.
A) product platform
B) channel level
C) resource bank
D) contact center
E) customer franchise
In 1994, the North American Free Trade Agreement (NAFTA) established a free trade
zone among the United States and Costa Rica, the Dominican Republic, El Salvador,
Guatemala, Honduras, and Nicaragua.
A market challenger that matches the competitor’s product, advertising, price, and
distribution efforts is most likely ________.
A) creating multiple niches
B) pursuing an indirect attack
C) launching a full frontal attack
D) exiting from the current market
E) implementing a blue ocean strategy
Stahl Inc. has 1,000 A-level accounts, each requiring 30 calls per year, and 3,000
B-level accounts, each requiring 10 calls per year. If each salesperson at Stahl Inc. can
make 1,500 sales calls per year, how many salespeople would be needed to meet the
total workload?
A) 25
B) 35
C) 40
D) 45
E) 60
________ involves gathering primary data by closely examining relevant people,
actions, and situations.
A) Observational research
B) Survey research
C) Telephone interviewing
D) Causal research
E) Group interviewing
Market size, market growth, the cost of doing business, competitive advantage, and risk
level all help a company ________.
A) determine a market’s potential
B) determine a country’s degree of globalization
C) evaluate its marketing objectives
D) evaluate its value delivery network
E) determine a country’s income distribution
All of the following are disadvantages of team selling EXCEPT ________.
A) selling teams can be confusing and overwhelming for customers
B) salespeople who are used to having customers all to themselves may have trouble
learning to work with and trust others on a team
C) team selling reduces the overall efficiency of the selling process
D) individual contributions and compensations can be difficult to assess in team selling
E) team selling discourages individual contributors because the team receives credit for
good performance
Marketers can expand markets by discovering and promoting ________.
A) subliminal points of interest
B) the deficiencies of competitors
C) subtle advantages of the product
D) new uses of the product
E) green technologies
Which of the following types of marketing involves sending out letters, brochures,
samples, and DVDs to consumers’ addresses?
A) direct-response marketing
B) direct-mail marketing
C) direct digital marketing
D) kiosk marketing
E) online marketing
Marketing logistics includes all of the following EXCEPT ________.
A) reverse logistics
B) inbound logistics
C) outbound logistics
D) customer-centered logistics
E) producer-centered logistics
Which of the following is NOT part of Maslow’s hierarchy of needs?
A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs
Which of the following is true of the BCG matrix approach?
A) It is inexpensive to implement.
B) It does not have any limitations.
C) It considers market growth rate to be a measure of market attractiveness.
D) It describes consumer motivations and needs.
E) It does not consider relative market share to be a measure of company strength in the
market.
Proton Corp. is an automobile manufacturer known for producing efficient, durable, and
low-priced cars. Recently, the company launched a new range of luxury cars to broaden
its market appeal and to add prestige to its existing line of cars. This is an example of
________.
A) social marketing
B) product line filling
C) product line stretching
D) internal marketing
E) cannibalization
A church targeting different demographic groups to increase attendance is an example
of ________.
A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing
A manufacturer that offers cash or gifts to dealers for encouraging the purchase of its
products is using ________.
A) coupons
B) push money
C) promotional products
D) premiums
E) bonuses
Fixed costs ________.
A) are costs that do not vary with production or sales level
B) vary directly with the level of production
C) decrease with accumulated production experience
D) are the sum of the overhead and variable costs for any given level of production
E) represent the annual costs of inputs incurred by a company
Many companies use ethnically specific themes in their mainstream marketing strategy
because marketers have realized that insights gleaned from ethnic consumers can
influence their broader markets. This type of marketing is known as ________.
A) total market strategy
B) buzz marketing
C) social networking
D) word-of-mouth marketing
E) life-style marketing
Which of the following is a specialized and highly targeted media selection that an
advertiser might use to reach smaller customer segments with personalized content?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks
Emerson Studios has designed its marketing organization along the lines of a ________
organization in which operational specialists head different marketing activities.
A) geographic
B) product
C) functional
D) customer
E) market
When critics argue that insurance, real estate, and used cars are sold, not bought, they
are accusing marketers of ________.
A) deceptive promotions
B) excessive markups
C) high-pressure selling
D) shoddy products
E) excessive materialism
Once managers of The Grecian Urn have decided on their product concept and
marketing strategy, they can evaluate the business attractiveness of the proposal in the
________ stage of the new product development process.
A) business transformation
B) test marketing
C) business analysis
D) business process reengineering
E) concept testing
What is most likely a strategic benefit of the existence of competitors?
A) Competitors seldom lead to product differentiation.
B) Competitors help legitimize new technologies.
C) Competitors exclusively serve more-attractive segments.
D) Competitors fracture the target market.
E) Competitors decrease the total demand.
Eric Mason, an employee of Huntington Steelworks, is responsible for defining product
specifications and providing relevant information for evaluating alternatives in his
organization’s buying center. Eric, whose opinions affect the buying decisions of his
organization to a great extent, is most likely a(n) ________.
A) user
B) influencer
C) decider
D) gatekeeper
E) buyer
When faced with a competitor who has cut its product’s price, which of the following is
the most cost-effective way for a company to maintain its own price but raise the
perceived value of its offer?
A) by improving the quality of the product
B) by introducing a higher-priced premium brand
C) by altering the company’s marketing communications
D) by bundling the offer with add-ons
E) by distributing the product through less costly channels
The success of the Tom Dennis Ford dealership has been built largely on return
customers and word-of-mouth recommendations. The majority of sales are made to
customers who previously purchased a vehicle at the dealership or who know someone
who had a positive experience of purchasing a vehicle there. The sales force at the Tom
Dennis Ford dealership most likely knows that using high-pressure selling is ineffective
if the dealership wants to ________.
A) achieve short-term gains
B) move last year’s models
C) obey local and federal law
D) build long-term customer relationships
E) maintain a database of local customers
________ management refers to the management of upstream and downstream
value-added flows of materials, final goods, and related information among suppliers,
the company, resellers, and final consumers.
A) Cross
B) Price
C) Supply chain
D) Product cycle
E) Customer
________ pricing involves charging higher prices on an everyday basis but running
frequent promotions to lower prices temporarily on selected items.
A) High-low
B) Everyday low
C) Cost-plus
D) Break-even
E) Penetration
The ________ environment consists of institutions and other forces that affect a
society’s basic values, perceptions, preferences, and behaviors.
A) social
B) cultural
C) political
D) physical
E) natural
The major product line decision involves product ________, the number of items in the
product line.
A) features
B) line depth
C) line conformance
D) line length
E) packaging
Which of the following is the aim of the product concept?
A) improve the marketing of a firm’s best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers’ demands
D) focus on making continuous product improvements
E) ensure that product promotion has the highest priority
Why is it important for companies to understand cultural differences and nuances
before entering a foreign country’s market? Give two examples of cultural differences
that would be important for a company to know.
What does a company focus on when using a concentrated marketing strategy?
How has the implementation of the National Do Not Call Registry changed telephone
marketing?
Identify the traditional direct marketing tools and differentiate them from the digital
direct marketing tools. What is their importance?
What are the two advantages of an innovation management system for developing new
products? Provide four strategies for a company to use to establish a successful system.
How do marketers respond to charges of “commercial noise”?
What are the various risks a company takes when producing shoddy, harmful, or unsafe
products?
Name and describe the principal decisions companies make regarding their individual
products and services.
How can a company manage information on specific customers more effectively?
Each product will have a life cycle, although its exact shape and length is not known in
advance. Briefly explain each phase of the product life cycle.
Briefly describe occasion segmentation.
Explain common reasons for the failure of new products. What must be the goals for a
company to create successful new products?
How has clutter in television and other advertising media created an increasingly hostile
advertising environment?
What does the proposal solicitation stage of the business buying process involve?
A consumer’s behavior is influenced by social factors, such as the consumer’s small
groups, family, and social roles and status. Explain the differences among these social
factors.
How is joint venturing more risky and complex than merely exporting?
When is it advisable to predominantly use sales promotions in a promotion mix?
What role do the four Ps play in consumer behavior?