The New Age Gallery has three admission prices for students, adults, and seniors, even
though all three groups are entitled to the same services. This form of pricing is called
________ pricing.
A) psychological
B) product form
C) customer-segment
D) captive product
E) by-product
Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
Which of the following public relations functions involves maintaining relationships
with shareholders and those in the financial community?
A) direct marketing
B) press relations management
C) investor relations management
D) development
E) lobbying
The high failure rate of new products shows that companies are not able to ________.
A) control demand
B) advertise enough
C) understand international laws
D) find outlets
E) identify consumer needs
Some companies sell primarily to government buyers as prime contractors or
subcontractors. This allows these companies to ________, participate in the product
specification phase, gather competitive intelligence, prepare bids carefully, and produce
stronger communication to describe and enhance their companies’ reputations.
A) lobby elected officials to fund projects
B) anticipate government needs and projects
C) develop relationships with government procurers
D) identify cost-cutting measures
E) invest in new technologies
In the ________, each salesperson is assigned to an exclusive geographic area and sells
the company’s full line of products or services to all customers in that region.
A) territorial sales force structure
B) digital marketing system
C) product sales force structure
D) geographical operations system
E) customer sales force structure
Which of the following is an example of a salutary product?
A) whitening toothpaste
B) tasty and nutritious snacks
C) life insurance
D) fast food
E) cigarettes
The network made up of the company, its suppliers, its distributors, and, ultimately, its
customers who partner with each other to improve the performance of the entire system
is known as the ________.
A) business portfolio
B) supply chain
C) marketing mix
D) value delivery network
E) internal value chain
Factors such as a firm’s objectives, procedures, and systems are examples of ________
influences on the business buyer behavior.
A) political
B) interpersonal
C) technological
D) organizational
E) cultural
Which type of wholesaler sells to manufacturers rather than to retailers?
A) industrial distributor
B) full-service wholesaler
C) cash-and-carry wholesaler
D) wholesale merchant
E) limited-service wholesaler
The advertising slogan, “We bring good things to life,” used by General Electric to
market itself, is an example of ________ marketing.
A) person
B) corporate image
C) internal
D) place
E) niche
Which of the following is the reason a company may choose not to focus on the largest,
fastest-growing segments?
A) The smaller segments may be more profitable to the firm.
B) It may lack the skills to serve larger segments.
C) The right size and growth characteristics don’t match its goals.
D) The segments may be too competitive.
E) It may lack the physical and financial resources to serve larger segments.
Using ________ segmentation, marketers form segments of consumers who have
similar needs and buying behaviors even though they are located in different countries.
A) psychographic
B) demographic
C) occasion
D) benefit
E) intermarket
________ marketing consists of activities undertaken to create, maintain, or change the
attitudes and behaviors of target consumers toward an organization.
A) Social network
B) Organization
C) Niche
D) Location
E) Concentrated
Lovelies is the leading workout and fitness center for women. The regional chain of
gyms has traditionally catered to women age 40 and older who are interested in strength
and cardiovascular training. Lovelies has recently begun promotions to bring younger
women into its gyms. This is an example of how the market leader ________.
A) competes with mature products
B) changes its product line
C) develops new rules
D) develops new users
E) increases competition
Which of the following uses a customer-centered “sense-and-respond” philosophy
rather than a product-centered “make-and-sell” philosophy?
A) market segmentation
B) the production concept
C) the marketing concept
D) the inside-out perspective
E) marketing myopia
After determining its advertising objectives, a company’s next step in developing an
advertising program is to ________.
A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy
Which of the following questions is NOT of major concern regarding marketing
channels?
A) What role do physical distribution and supply chain management plan in attracting
and satisfying customers?
B) What impact do marketing channels have on the profitability of the firm and its
partners?
C) How do channel firms interact and organize to do the work of the channel?
D) What problems do companies face in designing and managing their channels?
E) What is the nature of marketing channels, and why are they important?
A marketer making decisions about the headline, copy, illustration, and colors for a
print ad is determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
Which of the following terms best represents the communication channel that a
company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
________ involves systematically developing networks of supplier-partners to ensure a
dependable supply of products and materials for use in making products or reselling
them to others.
A) Supplier development
B) Business buying
C) Supplier quality assurance
D) Relationship management
E) Executive development
Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning
supplies for her custodial staff, using the same vendor and ordering relatively consistent
amounts of the same products on each purchase. This is an example of ________.
A) a modified rebuy situation
B) a new task
C) a straight rebuy situation
D) reverse auction
E) product differentiation
The information sources that are the most effective at influencing a consumer’s
purchase decision are ________. These sources legitimize or evaluate products for the
buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal
Critics claim that companies in the ________ industries introduce planned streams of
new products that make older models obsolete, a form of planned obsolescence that
harms consumers.
A) car and truck
B) housing and construction
C) food and beverage
D) consumer electronics
E) financial and entertainment
The sets of firms that supply companies with the raw materials, components, parts,
information, finances, and expertise needed to create products or services are known as
________.
A) retailers
B) upstream partners
C) distributors
D) downstream partners
E) distribution channels
________ perform a role similar to that of brokers or agents but are part of the buyer’s
organization.
A) Truck jobbers
B) Merchant wholesalers
C) Purchasing officers
D) Rack jobbers
E) Cash-and-carry wholesalers
Marketers who use ________ often segment their markets by consumer lifestyles and
base their marketing strategies on lifestyle appeals.
A) demographic segmentation
B) geographic segmentation
C) benefit segmentation
D) psychographic segmentation
E) occasion segmentation
Which of the following is a geographic factor that a company should consider before
deciding to enter into a new country?
A) climate
B) population size
C) GDP size and growth
D) government bureaucracy
E) business norms and approaches
Each culture contains smaller ________, or groups of people with shared value systems
based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks
With the recent explosion of information technologies, ________.
A) most marketing managers are overloaded with data and often overwhelmed by it
B) most marketing managers are concerned solely about the duplication of content
C) companies have ceased to feel the need for marketing information systems
D) companies have ceased to maintain internal databases
E) it has become more difficult and expensive to obtain primary data
________ management is the logistics concept that emphasizes teamwork—both inside
the company and among all the marketing channel organizations—to maximize the
performance of the entire distribution system.
A) Logistics inventory
B) Integrated logistics
C) Logistics information
D) Independent logistics
E) Group logistics
Jean Malone, a market researcher, recently found that most people in Bradburg County
purchase automobiles with predominantly functional designs and prefer darker colors.
Which of the following marketing strategies should Jean most likely recommend to an
automobile dealer interested in opening a dealership in Bradburg County?
A) one-to-one marketing
B) undifferentiated marketing
C) segmented marketing
D) individual marketing
E) direct marketing
The company’s channel objectives are influenced by all of the following EXCEPT
________.
A) the company’s marketing intermediaries
B) the company’s competitors
C) the age of the company
D) the nature of the company
E) the company’s products
Which of the following is the best way for a company to increase selling time?
A) implementing high-commission plans
B) reducing the number of customers
C) sharing less information with customers
D) simplifying administrative duties
E) implementing mass customization