Cozy Country Market entered the candle business with a unique product: a line of
candles made from soy that produces less smoke and lasts up to twice as long as other
candles. The firm sold this unique product exclusively to a few niches. The candles
were priced at twice the cost charged for normal candles. The product was also sold
online and in unconventional outlets not dominated by market leaders. In this case,
Cozy Country Market was using a(n) ________ against the market leaders.
A) preemptive attack
B) guerrilla attack
C) counter offensive attack
D) indirect attack
E) frontal attack
________ are facing slow sales growth because of slower population growth, increased
competition, and the rapid growth of out-of-home eating.
A) Warehouse clubs
B) Off-price retailers
C) Discount stores
D) Supermarkets
E) Factory outlets
According to the Boston Consulting Group approach, ________ provides a measure of
market attractiveness.
A) product attribute
B) product design
C) market penetration
D) market growth rate
E) market segmentation
When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
Carey David’s wholesale company helps retailers train salesclerks, improve store
layouts and displays, and set up inventory control systems. According to this
information, which of the following wholesaler’s channel functions does Carey David
provide?
A) buying and assortment building
B) selling and promotion services
C) risk bearing services
D) marketing information
E) management services and advice
DivetheBlue, a company marketing deep-sea diving equipment, charges very high
prices for its products. Despite the availability of many low-priced products in the
market, customers seem to prefer DivetheBlue, which has earned a reputation for
selling high-quality products. This exemplifies ________.
A) a pure monopoly
B) an oligopoly
C) a nonprice position
D) break-even pricing
E) target costing
The market leader normally gains the most when ________.
A) its total market diminishes
B) it achieves expanded market share
C) its personal communication channels expand
D) the niche marketing efforts by other firms expand
E) the major global competitors enter the market
Which of the following refers to a nonprobability sample in which the researcher uses
his or her evaluation techniques to select population members who are good prospects
for accurate information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Challenges of managing big data include ________.
A) determining what information to request
B) investing in appropriate technology
C) hiring enough software engineers
D) properly routing the information after gathering it
E) accessing and sifting through so much data
Advertising campaigns involving issues ranging from health care, education, and
environmental sustainability to human rights and personal safety can be classified under
________ marketing.
A) corporate image
B) internal
C) social
D) place
E) person
Which message execution style involves presenting survey data indicating that a brand
is better than other brands?
A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life
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
According to the five-step model of the marketing process, a company should
________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program
Which of the following product characteristics refers to the degree to which the
innovation appears superior to existing products?
A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity
Which of the following focuses on finding new ways to solve customer problems and
create more customer-satisfying experiences?
A) concept testing process
B) customer value proposition
C) customer-centered new product development
D) customer lifetime value
E) team-based new product development
Marketers use mobile channels for several purposes. Which of the following is least
likely to be one of those purposes?
A) Enrich the brand experience.
B) Send billing statement.
C) Stimulate immediate buying.
D) Make shopping easier.
E) Boost sampling.
Which of the following best describes a strategic business unit?
A) the internal value chain of a company
B) the supply chain of a company
C) the key businesses that make up a company
D) the key channel intermediaries of a service company
E) the key competitors of a company
A ________ consists of a set of buyers who share common needs or characteristics that
the company decides to serve.
A) marketing channel
B) citizen-action group
C) distribution channel
D) customer franchise
E) target market
Price setting is usually determined by ________ in large companies.
A) top managers
B) external stakeholders
C) product managers
D) non-executive employees
E) the sales department
Which of the following statements is most likely true regarding the objective-and-task
method of budget setting?
A) It forces management to spell out its assumptions about the relationship between the
money spent and promotion results.
B) It is the simplest and least time consuming method to use.
C) It is the least logical budget-setting method.
D) It involves setting the promotion budget to match competitors’ outlays.
E) It wrongly views sales as the cause of promotion rather than as the result.
According to Michael Porter, what are three effective competitive positioning
strategies?
A) middle-of-the-roaders, focus, and overall cost leadership
B) focus, differentiation, and middle-of-the-roaders
C) overall cost leadership, differentiation, and middle-of-the-roaders
D) overall cost leadership, differentiation, and focus
E) differentiation, market segmentation, and focus
________ contributes to a product’s usefulness as well as to its looks.
A) Sensational style
B) Good design
C) Quality
D) Consistency
E) Packaging
Government agencies design ________ to encourage energy conservation and
discourage smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
In industrial markets, ________ typically has the final say in setting the pricing
objectives and policies of a company.
A) the sales manager
B) top management
C) the production manager
D) the HR department
E) the sales staff
Venus Inc., a company designing and marketing branded diamond jewelry, targets
wealthy consumers with similar needs and buying behaviors, even though the
consumers are located in different countries. This is an example of ________
segmentation.
A) intermarket
B) loyalty
C) life-cycle
D) income
E) psychographic
List two benefits of using secondary data.
Which of the following promotional tools is the most effective in building up buyers’
preferences, convictions, and actions?
A) mass-market advertising
B) sales promotion
C) segmented advertising
D) personal selling
E) public relations
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.
Elmo Corp., a manufacturer of personal computers and printers, recently established an
office furniture exporting business. This is an example of ________.
A) niche marketing
B) local marketing
C) diversification
D) product adaptation
E) downsizing
Observation is best suited for ________ research.
A) exploratory
B) constructive
C) experimental
D) descriptive
E) survey
Wholesalers must ________ to maintain their profits.
A) raise their prices to their retail customers
B) find efficient ways to deliver value to their customers
C) reduce the number of customers they work with
D) increase the number of services they offer
E) improve the relationships with the suppliers
Refer to the scenario below to answer the following question(s).
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain
of organic food stores. The organic food sold by Good Green Grocer is of good quality.
Also, it is tasty and has long-term health benefits. Bryant and Anne’s business has
expanded as more and more consumers are interested in eating organic foods. What
started as one shop in Vermont has expanded to 15 stores in Vermont, New Hampshire,
Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many
people are willing to pay a bit more for food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special
promotional prices offered for a list of the “Top Ten Take Homes” each week. Regular
customers of the Good Green Grocer know that the promotional items often run out of
stock by mid-week, so the store typically sees its heaviest traffic on Sunday and
Monday.
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
Which of the following statements reflects the marketing concept?
A) Focus on making continuous product improvements.
B) Undertake a large-scale selling and promotion effort.
C) Emphasize an inside-out perspective.
D) Consider customer focus and value as the paths to sales and profits.
E) Focus on a product-centered make-and-sell philosophy.