Mission statements should be ________.
A) meaningful and specific yet motivating
B) technology oriented
C) written solely for public relations purposes
D) focused on increasing sales or profits
E) strictly product oriented
Big and Tall Men’s Shop carries men’s clothing in larger sizes; this allows the store to
________ other stores.
A) align itself with
B) differentiate itself from
C) cluster with
D) affect the store atmosphere of
E) converge with
Store retailers must master ________, integrating store and online channels into a single
shopper experience.
A) showrooming
B) single-channel retailing
C) omni-channel retailing
D) webrooming
E) dual-channel retailing
________ refers to the measurement of brain activity to learn how consumers feel and
respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
Which of the following is an indirect business marketing channel?
A) producer to retailer to business distributor
B) producer to wholesaler to retailer to end consumer
C) producer to end-consumer to business distributor
D) producer to retailer
E) producer to business distributor to business customer
The service profit chain includes internal service quality, satisfied and productive
service employees, greater service value, healthy service profits and growth, and
________.
A) higher market share
B) better paid employees
C) satisfied and loyal customers
D) increased manufacturing efficiency
E) higher morale
________ involves creating a video, e-mail, mobile message, advertisement, or other
marketing event that is so infectious that customers will seek it out or pass it along to
their friends.
A) Telemarketing
B) Omni-channel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing
Which of the following statements is most likely true regarding the competitive-parity
method?
A) This method involves starting with total revenues, deducting operating expenses and
capital outlays, and then devoting some portion of the remaining funds to advertising.
B) It is based on the availability of funds rather than on opportunities.
C) It wrongly views sales as the cause of promotion rather than as the result.
D) In this method, promotion budgets are set to match competitors’ outlays.
E) This method involves setting the promotion budget at a certain percentage of current
or forecasted sales.
The Bookworm began delivering books directly to customers through mail instead of
selling through brick-and-mortar companies. This is an example of ________.
A) indirect marketing
B) disintermediation
C) franchising
D) exclusive distribution
E) intensive distribution
Which stage of new product development requires management to estimate minimum
and maximum sales to assess the range of risk in launching a new product?
A) concept testing
B) marketing strategy development
C) business analysis
D) product development
E) test marketing
________ was established to replace GATT in 1995 and now oversees the original
GATT provisions.
A) The WTO
B) The EU
C) NAFTA
D) CAFTA
E) NATO
Which of the following is true with regard to value selling?
A) Value selling refers to earning business from customers by cutting down prices of
value products.
B) Value selling refers to delivering superior customer value and capturing a fair return
on that value.
C) Value selling refers to the mass production of inferior-quality goods for sale.
D) Value selling dilutes customer loyalty in the long run.
E) Value selling tarnishes the brand image of a product in the long run.
Retail online sites, mobile apps, and social media influence ________.
A) overall retail sales
B) in-store buying
C) the number of likes and subscribers companies earn
D) customers and their followers
E) the number of products a company manufactures
________ marketing is practiced by an organization that understands and anticipates
customer needs even better than customers themselves do and creates products and
services to meet current and future needs.
A) Customer-driven
B) Customer-driving
C) Affinity
D) Societal
E) Ambush
In the communication process, the reaction of the receiver after being exposed to a
message is called the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
________ can strongly influence business buyer reactions to the marketer’s behavior
and strategies, especially in the international marketing environment.
A) Political developments
B) Culture and customs
C) Technological changes
D) Competitive developments
E) The cost of money
When a company makes marketing decisions by considering consumers’ wants and
interests, the company’s requirements, and society’s long-run interests, it is practicing
________ marketing.
A) value
B) societal
C) sense-of-mission
D) consumer-oriented
E) customer-value
Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products
to wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct and digital marketing
E) advertising
Stores such as Walmart, Best Buy, PetSmart, David’s Bridal, and DSW Shoes use
________ positioning.
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
Life-stage changes usually result from ________.
A) birthdays
B) mentors
C) friends
D) life-changing events
E) siblings
________ are goods offered either free or at low cost as an incentive to buy a product,
ranging from toys included with kids’ products to phone cards and DVDs.
A) Coupons
B) Premiums
C) Price packs
D) Rebates
E) Cents-off deals
________ pricing refers to offering just the right combination of quality and gratifying
service at a fair price.
A) Markup
B) Good-value
C) Cost-plus
D) Target profit
E) Break-even
News conferences, press tours, and grand openings are examples of ________, a type of
tool commonly used by public relations professionals.
A) public service activities
B) special events
C) social networking
D) development
E) investor relations
Which of the following best describes permission-based e-mail marketing?
A) sending unsolicited, unwanted commercial e-mail messages
B) sending requests to users to join online social networking communities
C) sending e-mail pitches only to customers who “opt-in”
D) offering free promotional materials to new customers
E) gathering demographic details for customer databases
Tomorrow’s leading companies will succeed by seeking out unoccupied positions in
uncontested market spaces. Such strategic moves, termed ________, create powerful
leaps in value for both the firm and its buyers, creating new demand for new products.
A) customer lifetime value
B) customer equity
C) value innovation
D) market segmentation
E) customer intimacy
________ means that service quality depends on the quality of buyer-seller interaction
during the service encounter.
A) Interactive marketing
B) Service differentiation
C) Service productivity
D) Corporate image marketing
E) Traditional external marketing
________, a form of observational research, involves sending observers to watch and
interact with consumers in their natural environments.
A) Group interviewing
B) Ethnographic research
C) Survey research
D) Experimental research
E) Causal research
________ is the process by which people select, organize, and interpret information to
form a meaningful picture of the world.
A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization
________ marketing is more suited for uniform products, such as grapefruit or steel.
A) Niche
B) Undifferentiated
C) One-to-one
D) Trigger-based
E) Local
Which of the following refers to a nonprobability sample in which the researcher selects
the easiest population members from which to obtain information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
A company faces fixed costs of $100,000 and variable costs of $8 per unit. It plans to
directly sell its product in the market for $12. How many units must it produce and sell
to break even?
A) 20,000
B) 25,000
C) 30,000
D) 35,000
E) 40,000
As small companies achieve success, they inevitably move toward more ________
marketing. They adopt more-developed marketing tools and adhere to them closely.
A) ambush
B) formulated
C) entrepreneurial
D) intrepreneurial
E) multi-level
Babita Singh, a 51-year-old schoolteacher from Los Angeles, believes that people
should choose a profession they like, which is an example of Babita’s ________.
A) secondary belief
B) core belief
C) core value
D) work ethic
E) moral code
The managers of Alfredo’s Pizza, a popular pizzeria in New York City, have been
increasingly encouraging senior citizens to visit the pizzeria’s numerous outlets spread
across the city. Anticipating a rise in the population of senior citizens in the area, the
management of Alfredo’s Pizza is seeking to tap into this promising segment that
consists of retired, affluent consumers. In this instance, the managers of Alfredo’s Pizza
are anticipating company growth through ________.
A) market development
B) product development
C) mass customization
D) niche marketing
E) product differentiation