Intermodal transportation refers to the combination of two or more modes of
transportation.
Because of strict consumer privacy regulations, invasion of privacy is no longer a
concern for the direct marketing industry.
The affordable method of setting advertising budgets more frequently results in
overspending, rather than in underspending.
Search advertisers buy search terms from the search site and pay whenever the search
terms come up in the results of a consumer’s search.
New World Food Supplements continuously seeks real product and marketing
improvements for its line of vitamin and protein supplements. This information
indicates that New World is involved in consumer-oriented marketing.
At a hotel renowned for its superior service, one registration-desk employee may be
cheerful and efficient, whereas another may be irritable and slow. This exemplifies
service consistency.
Business promotions are used to generate business leads, stimulate purchases, reward
customers, and motivate salespeople.
Unsought products are products that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort.
On the BCG matrix, “question marks” are high-growth, high-share businesses or
products.
An organization’s department follows a customer-centered sense-and-respond
philosophy. The department is most likely practicing the product concept.
Whereas environmentalists consider whether the marketing system is efficiently serving
consumer wants, consumerists are concerned with marketing’s effects on the
environment and with the environmental costs of serving consumer needs and wants.
Average cost tends to increase with accumulated production experience.
Companies that watch variables such as income, cost of living, and interest rates, are
more likely to be negatively affected by an economic change such as a recession or
boom.
The demand for many business goods tends to change more slowly than the demand for
consumer goods.
According to Maslow’s hierarchy of needs theory, when the most important need is
satisfied, it will cease to be a motivator, and the person will then try to satisfy the next
most important need.
The aim of advertainment is to make ads so entertaining or useful that people want to
watch them.
The “Stop. Think. Tylenol.” ad slogan is an example of a moral appeal.
The Internet of Things is a new product created by multiple companies working
together.
In a pure monopoly, the market consists of many buyers and sellers who trade over a
range of prices rather than a single market price.
Though marketers may make long-term gains with high-pressure selling tactics, this
approach can do serious damage to short-term customer relationships.
A good competitor plays by its own rules at the expense of the industry as a whole.
Only citizens are part of the consumerism movement.
Mission statements should be market oriented.
Dissonance-reducing buying behavior typically occurs when a buyer sees little
difference among brands but is highly involved with the purchase.
A market-centered company most likely has a stronger competitor and customer focus
than a customer-centered company.
If a company faces competition, its demand at different prices will depend on whether
competitors’ prices stay constant or change with the company’s own prices.
While a company can choose to participate in public service activities, doing so has no
impact on public goodwill toward the company.
New product development begins with a systematic search for new product ideas
through idea generation.
Green retailing yields both top- and bottom-line benefits.
A company cannot stretch its product line downward.
Department stores such as Kohl’s and JCPenney’s practice high-low pricing by
________.
A) charging a constant, everyday low price
B) providing few or no temporary price discounts
C) increasing prices temporarily on select products
D) having frequent sale days for store credit-card holders
E) underpricing most consumer items
Introducing a new product into the market is called ________.
A) test marketing
B) simulation
C) co-marketing
D) commercialization
E) segmentation
The set of marketing tools a firm uses to implement its marketing strategy is called the
________.
A) promotion mix
B) product mix
C) marketing mix
D) market offering
E) marketing effort
________ are the largest group of wholesalers. They include two broad types:
full-service wholesalers and limited-service wholesalers.
A) Brokers
B) Manufacturer sellers
C) Manufacturers’ agents
D) Merchant wholesalers
E) Selling agents
Marketing communicators must be good at ________ messages that take into account
how the target audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives
According to the “Privacy Promise to American Consumers” program, DMA members
need to comply with which of the following consumer privacy rules?
A) agree to notify customers when any personal information is rented, sold, or
exchanged with others
B) offer to register all customers in the National Do Not Call Registry
C) make sure that consumers are adhering to the Children’s Online Privacy Protection
Act
D) educate consumers on the Can Spam legislation
E) include the advertising option icon to let consumers know why they are being
targeted
Conflict that occurs among firms at the same level of the marketing channel is known
as ________ conflict.
A) multitiered
B) horizontal
C) vertical
D) prolonged
E) financial
A company selling child-care products ran a television ad depicting women as being
primarily responsible for childcare. Many women viewers considered this regressive,
alleging that the ad failed to recognize the much more diversified role of women in
today’s world. This is an example of ________.
A) cause marketing
B) stereotyping
C) niche marketing
D) scapegoating
E) positioning
To communicate effectively, a marketing communicator should most likely ________.
A) ensure that the encoding and decoding processes are different
B) encode and decode the message personally and frequently
C) understand the consumer’s field of experience
D) foresee unplanned static or distortion
E) use familiar words and symbols
The decision process by which business buyers determine which products and services
their organizations need to purchase and then find, evaluate, and choose among
alternative suppliers and brands is known as ________.
A) situational analysis
B) business buying process
C) business diversification
D) business process automation
E) lateral expansion
Papillon, a popular retailer of chic women’s clothing, segments its market according to
consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting
its market.
A) geographic
B) psychographic
C) benefit
D) age and life-cycle
E) occasion
Which of the following questions is NOT asked when designing a sales force strategy
and structure?
A) Should salespeople sell in the field, by phone, or using online and social media?
B) Should salespeople work alone or in teams with other company employees?
C) How big should the sales force be?
D) Should salespeople follow strict steps in the sales process?
E) How should salespeople and their tasks be structured?
As part of the rapid globalization of today’s economy, companies are selling more
domestically produced goods in international markets and ________.
A) taking a local view of their industry
B) purchasing more supplies abroad
C) reducing competition within their industry
D) downplaying concerns for social responsibility
E) competing solely in traditional marketplaces
The PLC concept can be applied by marketers as a useful framework for describing
how ________.
A) competitors’ moves are predicted
B) marketing strategies are developed
C) products and markets work
D) concept testing is conducted
E) product ideas are developed
Big Mike’s Health Food Store sells nutritional energy foods. The price of the products
sold varies according to individual customer accounts and situations. For example,
long-time customers receive discounts. This strategy is an example of ________.
A) time-based pricing
B) seasonal pricing
C) dynamic pricing
D) promotional pricing
E) penetration pricing
In ________, companies put their purchasing requests online and invite suppliers to bid
for the business.
A) product specification
B) supplier search
C) reverse auctions
D) procurement
E) problem recognition
Companies know they cannot appeal to all buyers in the marketplace, or at least not in
the same way. Reasons for this include all of the following EXCEPT ________.
A) buyers are too numerous
B) companies vary widely in their abilities to serve different market segments
C) buyers are varied in their needs and buying practices
D) companies need more information to offer the right products to the right customers
E) buyers are widely scattered
All of the following are forms of traditional direct marketing EXCEPT ________.
A) face-to-face selling
B) point-of-purchase promotion
C) telemarketing
D) direct-mail marketing
E) kiosk marketing
Paul Robinson has identified a group of potential customers who seem to respond in a
similar way to a series of magazine and radio advertisements for his company’s product.
Paul has identified a ________.
A) target market
B) market segment
C) niche market
D) product attribute
E) product design
Potential advantages of contract manufacturing include all of the following EXCEPT
________.
A) reducing plant investment
B) starting faster with less risk
C) providing a later opportunity to form a partnership with the local manufacturer
D) decreasing tariff costs while meeting the country’s local manufacturing regulations
E) loss of potential profits on manufacturing
In the audio equipment industry, Philips and Sony belong to the same ________.
A) target group
B) strategic group
C) experimental group
D) control group
E) focus group
________ consumers are one of the fastest-growing U.S. population subsegments and
are expected to surge to nearly one third of the total U.S. population by 2030.
A) African American
B) Hispanic American
C) Asian American
D) Baby boomer
E) Millennial
Anchor Tractors focuses on selling its farm equipment in North America and Europe. It
has not yet considered expanding into the Middle East. Which factor is likely most
important in this decision regarding expansion?
A) geographic
B) political
C) demographic
D) personality
E) cultural
Developing an effective integrated marketing mix program involves coordinating price
decisions with product design, promotion, and ________ decisions.
A) distribution
B) production
C) assembly
D) warranty
E) competition
Many companies have developed ________ programs that encourage employees to
develop new product ideas.
A) management
B) incentive
C) entrepreneurial
D) intrapreneurial
E) crowdsourcing
In designing the marketing channel, a company must balance customer needs and wants
with ________.
A) the need to make a profit
B) the requirement to find channel members to fill all the steps
C) the firm’s position in the customers’ minds
D) the desire to be “the best” in all service areas
E) the firm’s resources and skills to provide all the desired services
Dove wanted to do more than just sell its beauty care products. The company was on a
quest to discover “real beauty” and help women be happy just the way they are. As a
result, the Dove Campaign for Real Beauty was successfully launched in 2004. Which
of the following types of marketing did Dove use?
A) sense-of-mission marketing
B) consumer-oriented marketing
C) customer-value marketing
D) innovative marketing
E) social marketing
A hybrid sales rep ________.
A) works exclusively from remote locations
B) is a modern cross between a field sales rep and an inside rep
C) rarely engages in face-to-face interactions with customers
D) performs sales audits
E) sets the sales objectives of companies
Which of the following is a type of industrial structure?
A) marketing economies
B) subsistence economies
C) laissez-faire economies
D) capitalistic economies
E) socialistic economies
A ________ contains between 15 and 50 retail stores, including a department or variety
store, a supermarket, specialty stores, professional offices, and sometimes a bank.
A) community shopping center
B) neighborhood shopping center
C) strip mall
D) regional shopping center
E) power center
Many firms hire celebrities to appear in their advertisements. Which step of the
communication process is represented?
A) collecting feedback
B) designing a message
C) selecting the message source
D) determining the communication objectives
E) choosing the media
The movie industry in a country is controlled by six large studios that receive 90
percent of the annual revenues from movies. This is an example of a(n) ________.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) pure monopoly
E) government monopoly
How can sales promotion be accomplished through samples?
When would an exclusive dealing contract be legally problematic?
Explain the concept of the price floor.
Differentiate between market-skimming and market-penetration pricing strategies.
Explain the conditions within which they are effective.
Explain why electronics and pharmaceuticals manufacturers use customer-driving
marketing.
What does the concept of integrated logistics management advocate?
How do suppliers help companies like Walmart maintain consistently low prices?
How have large retailers such as Walmart changed the dynamics of partnering with
resellers?
What does marketing ROI measure?
Discuss the affordable method of setting the total budget for advertising.
Describe two ways that marketers can participate in online social networks. What are
the challenges and advantages of these approaches?
How are companies taking advantage of interactive technologies to tap consumers for
message ideas and actual ads? What are the benefits and disadvantages of
consumer-generated advertising?
Explain how wholesalers have been able to use technology to cut costs.
List any four major media types and identify some of the strengths and weaknesses of
each of them.
What are the different brand sponsorship options available to manufacturers?
Describe and compare the four types of customers classified by their potential
profitability to an organization. Explain how an organization should manage each type
of customer.
