Which of the following is a benefit of using blogs as marketing tools for companies?
A) Blogs provide companies with a platform to help portray wider merchandise.
B) Blogs are online selling platforms for people located in hard-to-reach places.
C) Blogs help reach a wider audience compared to other online direct marketing tools.
D) Demographic information about customers can be easily discovered.
E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumer
conversations.
A(n) ________ consists of one or more independent producers, wholesalers, and
retailers, each seeking to maximize its own profits, sometimes even at the expense of
the system as a whole.
A) multitiered supply chain
B) conventional distribution channel
C) intrinsic market matrix
D) resource bank
E) product platform
Flurrbies, a brand of unique winter accessories that quickly fell in and out of favor with
customers, is an example of a ________.
A) style
B) fashion
C) fad
D) norm
E) subculture
Why is markup pricing most likely popular?
A) Sellers are more certain about demand than about costs.
B) Markup pricing tends to maximize market competition.
C) Markup pricing affords buyers greater bargaining power.
D) Sellers do not need to make frequent adjustments as demand changes.
E) Markup pricing is designed to set prices to break even on the costs of making and
marketing a product.
While using the ________ method for setting an advertising budget, a company starts
with total revenues, deducts operating expenses and capital outlays, and then devotes
some portion of the remaining funds to advertising.
A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable
________ involves entering a foreign market by developing foreign-based assembly or
manufacturing facilities.
A) Indirect exporting
B) Direct investment
C) Joint venturing
D) Contract manufacturing
E) Direct exporting
A company’s total marketing communications mix consists of a specific blend of
advertising, sales promotion, public relations, personal selling, and direct-marketing
tools that the company uses to communicate customer value and build customer
relationships. Which of the following terms best describes this set of communications
tools?
A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification
When order requests come in, the designers of Titus Furniture often go to a client’s
location to note their requirements, budget, and expected date of delivery. In this way,
Titus Furniture is successful in tailor-making products for its customers. This is an
example of ________.
A) market diversification
B) undifferentiated marketing
C) mass customization
D) differentiated marketing
E) trigger-based marketing
Individuals and households that buy or acquire goods and services for personal
consumption make up the ________.
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class
Kirk Wilkins renewed his cell phone contract with Zip Wireless Services and purchased
a new cell phone through the Zip Web site. If Kirk mails Zip Wireless Services his
transaction receipt, he would be eligible to receive $50 as cash refund. Which of the
following types of sales promotion is evident here?
A) point-of-purchase promotion
B) advertising specialty
C) premium
D) price pack
E) rebate
________ pricing uses buyers’ perceptions of value as the key to pricing.
A) Customer value-based
B) Cost-based
C) Time-based
D) Markup
E) Target return
Which of the following contact methods is the most cost-effective?
A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews
The term media multitaskers refers to ________.
A) competing brands which use the same media vehicle
B) people who absorb more than one medium at a time
C) media planners who also head the creative department
D) media planners who use more than one advertising medium
E) ad agencies whose clients are competitors of each other
In the marketing mix, place includes ________.
A) logistics
B) discounts
C) sales promotion
D) advertising
E) packaging
Deceptive practices fall into three groups: pricing, promotion, and ________.
A) product
B) placement
C) packaging
D) publicity
E) service
________ are offers of a trial amount of a product.
A) Samples
B) Coupons
C) Premiums
D) Rebates
E) Price packs
Harley-Davidson promotes its motorcycles with images of independence, freedom, and
power. Harley-Davidson has created a ________.
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need
Some customers believe that the Good Green Grocer purposefully runs weekly
promotional prices on items that are low in stock, leaving most customers who come to
the store hoping for lower prices but unable to buy the out-of-stock sale items. If this
were true, then the Good Green Grocer would most likely be accused of ________.
A) using puffery
B) deceptive pricing
C) deceptive promotions
D) deceptive packaging
E) green washing
In what situation is a complex sales force structure used?
A) when a company sells a narrow variety of products to few types of customers over a
broad geographic area
B) when a company sells a wide variety of products to many types of customers over a
broad geographic area
C) when a company sells a wide variety of products to many types of customers over a
small geographic area
D) when a company sells a wide variety of products to few types of customers over a
small geographic area
E) when a company sells a narrow variety of products to many types of customers over
a small geographic area
Information collected from Internet search engines is an example of ________ data.
A) primary
B) secondary
C) binary
D) low-level
E) disposable
Pat thought he had received the best deal on his new car. Shortly after buying the car,
Pat started to notice certain disadvantages of his new car as he learned more about other
cars available in the market. Pat is experiencing ________.
A) dissonance-reducing buying behavior
B) need recognition
C) postpurchase dissonance
D) marketing myopia
E) complex buying behavior
Under the ________ concept, each manager must look beyond what is legal and
develop standards based on personal integrity, corporate conscience, and long-run
consumer welfare.
A) sustainable marketing
B) consumer marketing
C) societal marketing
D) strategic planning
E) direct marketing
Travis Computing Systems earns most of its revenue from sales and in-person computer
services. The sales force at Travis recently began telemarketing and online selling. How
would telemarketing and online selling most likely benefit Travis?
A) The need for an outside sales force would be completely eliminated through
telemarketing.
B) Travis sales reps would be able to engage in more frequent face-to-face interaction
with large, high-value customers.
C) Travis sales reps would be able to service hard-to-reach customers more effectively.
D) The overhead costs of Travis would significantly decrease.
E) The current liabilities of Travis would decrease.
Advertising media must be adapted internationally. Which of the following is NOT true
about the need for communication adaptation?
A) Advertising time is limited in Europe.
B) Mobile phone ads are widely accepted in Europe and Asia.
C) Advertisers must buy advertising time far in advance.
D) The same advertisement can be presented in all countries in Europe.
E) Magazines are important in Italy, but not in Austria.
Which of the following promotions would be most appropriate for Reliable Tools to use
in its attempt to promote its products and generate new business leads?
A) rebates and price packs
B) premiums
C) specialty advertising
D) samples
E) conventions and trade shows
Arrow is “a different kind of company, manufacturing a different kind of a car”; the
RoadPro is “like nothing else.” Statements such as these reflect a firm’s ________.
A) portfolio
B) marketing segment
C) positioning
D) marketing mix
E) mission statement
Loft Industries sells roof trusses to contractors and builders and is currently looking for
honest feedback on its services. However, in the past, most of its efforts to procure
feedback from customers did not yield any meaningful data. According to the marketing
managers of Loft Industries, feedback was more polite than honest. Which of the
following contact methods should Loft Industries most likely use to maximize its
chances of receiving honest and impersonal feedback?
A) online focus groups
B) telephone interviews
C) mail questionnaires
D) group interviews
E) personal interviews
________ include displays and demonstrations that take place at the point of sale.
A) Rebates
B) Price packs
C) Premiums
D) POP promotions
E) Samples
________ retailers in the United States are growing faster than product retailers.
A) Discount
B) Merchant
C) Service
D) Specialty
E) Off-price
Dan’s Drugstore sells medicine to consumers for $20 that only costs $2 to produce.
Critics accuse Dan’s of ________.
A) deceptive promotion
B) deceptive packaging
C) false advertising
D) excessive markups
E) redlining
Service companies can differentiate their offering by ________.
A) having a lower price than their competitors
B) designing a superior delivery process
C) offering a stellar physical environment in which the product is delivered
D) developing innovative features
E) adopting a recognizable image
Walmart, Costco, and Southwest Airlines serve customers who want reliable,
good-quality products or services that are also reasonable and easily available. These
companies are all known for pursuing a value discipline known as ________.
A) operational excellence
B) customer intimacy
C) product differentiation
D) product leadership
E) focus
Through ________, companies today are strengthening their connections with all
partners, from providers of raw materials and components to those involved in the
delivery of final goods and services.
A) supply chain management
B) direct marketing
C) customer relationship marketing
D) customized marketing
E) inventory management
