Horch is the biggest manufacturer of consumer goods in Germany. The company
segments its business customers into new and existing customer groups based on the
stage of relationship between the company and the customer. This helps the company
develop different strategies for newly acquired customers and existing customers, who
are interested in making repeat purchases. Which of the following segmentation
approaches is being used by Horch in the above scenario?
a. Segmentation by customer type
b. Segmentation by purchase categories
c. Segmentation by end-use application
d. Segmentation by demographic characteristics
After receiving a marketing degree with honors, you surprised your friends by going to
work for an animal rescue organization. They thought the job would be so easy that you
wouldn’t be able to put your skills and knowledge to good use. You decide to set them
straight, explaining that the unique challenges of marketing the group are exactly what
attracted you to the field. What do you say?
a. Marketing a nonprofit has nothing in common with marketing a profitseeking
business.
b. Marketing a nonprofit is made especially difficult by the fact that these organizations
do not have access to social networking tools.
c. Nonprofit marketing is complicated by the need to serve multiple publics at once.
d. Nonprofit marketing is exactly the same as marketing a business – just with fewer,
smaller resources.
e. Nonprofit marketers offer only intangible services, not tangible goods.
Each strategic business unit (SBU) in a firm has to prepare its plans in collaboration
with other units in the organization.
a. True
b. False
A wholesaler is an intermediary that takes title to the goods it handles and then
distributes these goods to retailers, other distributors, or sometimes end consumers.
a. True
b. False
The basic distinction between a company’s sales branches and its sales offices is that:
a. sales branches carry inventory whereas sales offices do not.
b. sales branches are manufacturer-owned, whereas sales offices are not.
c. sales branches are always national, whereas sales offices are always local.
d. sales branches are used only for services, whereas sales offices are used only for
physical goods.
_____ consists of marketing philosophies, policies, procedures, and actions that have
the enhancement of society’s welfare as a primary objective.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
Brooke is a pastry chef in a fine dining restaurant and enjoys creating one-of-a-kind
desserts for the customers. She recently graduated from pastry school and this is her
first full-time job in a restaurant. Brooke reports to the head chef, Brandon who
oversees the kitchen and is responsible for creating the menu, managing and hiring
staff, and placing orders for supplies. Brooke mentioned to Brandon that she would like
to have gluten free flour on stock so she can create desserts that would meet the dietary
needs of customers who have gluten allergies. Brandon thought that was a great idea
and appreciated Brooke’s recommendation. What role in the buying center did Brooke
play regarding her discussion with Brandon about flour?
a. influencer
b. decider
c. gatekeeper
d. buyer
Virtual private networks are less expensive compared to leasing dedicated lines for
information traveling over public communications media.
a. True
b. False
Keith is searching through computerized information files of customers to detect
patterns in product sales. Keith is engaged in the process of:
a. short-run forecasting.
b. ethnographic research.
c. data mining.
d. sales forecasting.
Which of the following is an important goal of internal marketing?
a. Group polarization
b. Vertical integration
c. Customer desensitization
d. Employee involvement
An exit strategy is a plan for a firm to leave the market.
a. True
b. False
During the maturity stage of the product lifecycle, the industry sales curve for a product
reaches a minimum point as competitors exhaust the supply of potential customers.
a. True
b. False
Which of the following sections of a social media marketing plan covers the statements
of goals and strategies, target audience, budget and the returns as well as the methods
for monitoring, measuring, and managing the marketing campaign?
a. The overview of the plan
b. The executive summary
c. The body of the plan
d. The competitive analysis
In the learning process, reinforcement is:
a. the expected change in behavior that results from experience.
b. the reduction in drive that results from a proper response.
c. an individual’s reaction to a set of cues.
d. any strong stimulus that impels action.
Currencies that are considered to be soft currencies can be readily converted to other
currencies such as the dollar, euro, or yen.
a. True
b. False
As usage of social media marketing continues to increase, marketers are learning that
content is a big key to success of any campaign. More specifically, they understand that
an effective social media marketing campaign (SMM) has which of the following
qualities:
a. The chosen keywords in the campaign are targeted specifically for the campaign.
b. The campaign’s main focus is to get the consumer to make a purchase immediately..
c. The campaign emphasizes the company’s privacy policy.
d. The campaign avoids offering any discounts or other deals in exchange for the
consumer’s participation.
e. The campaign has text only..
You are thinking about starting a new business, now that the economy is emerging from
recession and consumer purchasing power is increasing. Which of the following
statements accurately describes this stage in the business cycle?
a. This is the recovery stage.
b. This is the prosperity stage.
c. While consumers have money to spend, they may still be cautious about spending it.
d. Consumer demand is uncertain.
e. Consumer demand is stable.
The amount a consumer actually pays for a product is called _____.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern
United States for a six-month period. If the product and promotional efforts behind it
are successful, the company may launch them nationwide. What type of research is
being conducted to determine potential success?
a. Test marketing
b. Exploratory research
c. Stratified sampling
d. Trend analysis
The U.S. Supreme Court has ruled that closed sales territories may meet the legal
criteria if:
a. the restriction agreement is between wholesalers.
b. the restriction is a horizontal territorial restriction.
c. the restriction decreases competition.
d. the restriction is a vertical territorial restriction.
The European Union’s Treaty of Lisbon is designed to further streamline operations and
enable the EU to enter into international agreements as a(n) _____.
a. common market
b. political entity
c. customs union
d. economic union
The CAFTA-DR is a trade agreement among the United States, Central American
nations, and the Dominican Republic.
a. True
b. False
Consumers today perceive that, within price limits, there is:
a. a need for discounts and incentives.
b. obvious opportunity for psychological pricing.
c. a direct relationship between the quality and price of a product.
d. no perceivable difference in major product brands.
A(n) _____ is characterized by plain labels and no advertising.
a. trade dress
b. brand preference
c. brand insistence
d. generic product
e. family brand
f. brand equity
g. product diversification
h. trademark
i. brand extension
j. consumer innovator
k. brand name
l. private brand
m. brand manager
n. universal product code (UPC)
o. cannibalization
p. product liability
q. captive brand
r. brand mark
s. line extension
t. label
Dual distribution is the movement of products through more than one channel to reach
the firm’s target market.
a. True
b. False
Pricing objectives that seek sales maximization or achievement of a stated market share
are examples of _____ objectives.
a. profitability
b. volume
c. meeting competition
d. prestige
Zardo, Inc. divides its customers into the following categories: manufacturers, retailers,
government agencies, and not-for-profit institutions. Which of the following type of
segmentations is being used by Zardo?
a. Segmentation by end-use application
b. Segmentation by customer type
c. Segmentation by demographic characteristics
d. Segmentation by purchase categories
Jacob is the facility manager for a senior living facility and is responsible for
maintaining the facility and ensuring that it looks its best. He likes to repaint all
surfaces in the facility every two years and has an exclusive contract with Sherwin
Williams who supplies the paint and materials. The paint and materials that Jacob
purchases from Sherwin Williams to be utilized in the senior living facility would be
classified as _____ products.
a. business
b. consumer
c. durable
d. shopping
Consumers at the _____ level of brand loyalty, rely on previous experiences with the
product when choosing it, if available, over competitors’ products.
a. brand awareness
b. brand association
c. brand preference
d. brand recognition
A bundle of physical, service, and symbolic attributes designed to satisfy a customer’s
wants and needs is referred to as a(n) _____.
a. byproduct
b. construct
c. product
d. cluster
The LifeguardStore.com is an Internetbased business serving customers by providing
products which meet their swim, lifeguard or facility needs. The company offers a
dedicated team of consultants to work with swim teams across the globe to design and
deliver apparel appropriate for their needs. Once designed, a dedicated web portal is
created so members of the swim team can purchase their items directly from The
LifeguardStore.com. The ability to customize products for swim teams is an example of
the _____ capability of emarketing.
a. personalization
b. global reach
c. righttime marketing
d. integrated marketing