________ refers to the standard that establishes the amount each salesperson should sell
and how sales should be divided among the company’s products.
A) Conditional sale
B) A bill of sale
C) A sales quota
D) Prospecting
E) Satisficing
Different soft drinks target different personalities. This is an example of ________
segmentation.
A) psychographic
B) demographic
C) occasion
D) life-cycle
E) benefits
When McDonald’s offers its products inside of a Walmart store, it is using a(n)
________.
A) conventional marketing system
B) corporate VMS
C) contractual VMS
D) administered VMS
E) horizontal marketing system
Today’s large, progressive wholesalers have successfully reacted to rising costs by
________.
A) relocating to low-rent, low-tax areas
B) investing in information technology systems
C) investing less money in expensive machinery
D) reducing their markup rates
E) reducing promotional activities
Rob has been asked by his manager to identify a group of potential customers who
would respond in a similar way to a given set of marketing efforts. In this instance, Rob
has been asked to identify a ________.
A) new product
B) market segment
C) marketing intermediary
D) brand
E) product line
________ are designed to engage consumers in interactions that will move them closer
to a direct purchase or other marketing outcome.
A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts
Which of the following is an internal factor that affects pricing decisions in a company?
A) the nature of the market
B) the degree of inflation in the economy
C) the overall marketing strategy of the company
D) the forces of demand and supply in the market
E) consumers’ perception of value
As a result of the great success of corporate chains, many independent stores choose to
band together in either a voluntary chain or a ________.
A) factory outlet
B) retailer cooperative
C) wholesale club
D) warehouse club
E) convenience cooperative
________ is the process of developing and maintaining a crucial fit between the
organization’s goals and capabilities and its changing marketing opportunities.
A) Benchmarking
B) SWOT analysis
C) Market segmentation
D) Strategic planning
E) Diversification
In the marketing mix, design, packaging, services, and variety can be categorized under
________.
A) product
B) price
C) promotion
D) place
E) position
The fourth step in gathering insights into the marketplace and customers is ________.
A) assessing marketing information needs
B) developing marketing information
C) performing marketing research
D) analyzing and using marketing information
E) preparing reports for marketing management
The lighting in Jake’s Steak Restaurant is dim. The chairs are covered in leather and
each table is covered with a white linen cloth. The colors are limited to earth tones with
an occasional splash of red. Patrons cannot hear any kitchen noises, only a pleasant
melody that seems familiar but unrecognizable. The smells are extraordinarily varied.
This is a description of the restaurant’s ________.
A) promotions
B) target
C) atmosphere
D) services mix
E) product assortment
Starbucks introduced a less-than-perfect mobile payments app, then worked out the
flaws after the launch. The company chose speed to market over a perfect app at
introduction. This illustrates ________.
A) why many companies engage in crowdsourcing
B) the influence of fast-changing market developments
C) why prototypes are so important
D) how idea screening can make a product a commercial success
E) the importance of different sources for idea generation
George is buying his first house. He has spent a month looking at houses and comparing
attributes such as price and location. He has contacted several real estate agents to look
at different types of houses. George is most likely exhibiting ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia
Marketing stimuli include which of the following?
A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli
________ involves the use of a successful brand name for new or modified products in
a new category.
A) A line extension
B) A product line
C) A brand extension
D) Co-branding
E) Cannibalization
________ refers to the characteristics of a product or service that bear on its ability to
satisfy stated or implied customer needs.
A) Brand equity
B) Product quality
C) Product labeling
D) Brand image
E) Brand personality
Business buyers are heavily influenced by factors in the current and expected economic
environment, such as ________.
A) level of primary demand
B) organizational objectives
C) group dynamics
D) individual motives
E) culture and customs
A(n) ________ system involves a single firm setting up two or more marketing
channels to reach one or more customer segments.
A) conventional distribution
B) corporate vertical marketing
C) horizontal marketing
D) administered vertical marketing
E) multichannel distribution
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
Briefly compare the different types of research approaches for gathering primary data.
A message showing a product’s quality, economy, value, or performance is an example
of a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
Which of the following actions should a marketer take in response to the new
economy?
A) Offer selected discounts.
B) Cut marketing budgets.
C) Hold the line on prices.
D) Cut costs.
E) Discontinue products.
Which of the following is a common reason for new product failure?
A) incorrect estimation of the market size
B) low product development costs
C) ineffective social marketing campaigns
D) low selling prices of products
E) patent ownership exclusively held by the company
Which of the following product mix pricing strategies involves pricing additional or
accessory products sold along with the main product?
A) inclusive product pricing
B) exclusive product pricing
C) by-product pricing
D) product bundle pricing
E) optional-product pricing
A company that pursues ________ will react much more strongly to a competitor’s cost
reducing manufacturing breakthrough than to the same competitor’s advertising
increase.
A) product differentiation
B) low-cost leadership
C) customer intimacy
D) a middle-of-the-roaders strategy
E) product leadership
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the
new makeup. In terms of the communication model, the medium of this ad is ________.
A) Gigi Hadid
B) Ladies’ Home Journal
C) readers who redeem the $2-off coupon
D) Maybelline
E) the target market to which Gigi Hadid appeals
Which of the following is true with regard to store brands?
A) Store brands have been declining in popularity and strength for more than two
decades.
B) Store brands are also known as national brands.
C) Store brands are created and owned by resellers of a product or service.
D) Increasing consumer distrust toward store brands has led to a store-brand slump.
E) Store brands are growing far slower than manufacturer’s brands.
FencePro, a local company, has developed an entirely new mounting system for chain
link fences. After acquiring a distributor, FencePro now has the ability to market its
products nationwide. FencePro is most likely following a ________ strategy.
A) market penetration
B) market development
C) downsizing
D) product adaptation
E) product development
Once the prototype of Wainwright Industries’ new riding lawnmower, made especially
for women, passes product tests, the next step is ________.
A) test marketing
B) focus group surveys
C) commercialization
D) concept testing
E) business analysis
All of the following are benefits of direct marketing for sellers EXCEPT ________.
A) access to small groups or individuals
B) program flexibility
C) mass reach and immediate returns
D) low cost
E) easy to personalize products
Most of the market is in the hands of the ________, the firm with the largest market
share.
A) market challenger
B) market follower
C) market leader
D) market nicher
E) market maven
Which of the following situations is expected to enhance the use of targeted advertising
messages by marketers?
A) increase in derived demand in the market
B) increase in ethnic populations
C) rising global inflation rates
D) inadequate quality control
E) low advertising budgets
Right after closing, Joshua, a senior sales manager at Halcyon Technologies, called up
the customer to ensure that she was satisfied with Halcyon’s products. By calling the
customer, Joshua also wanted to ensure repeat business. In this instance, Joshua is in the
________ stage of the selling process.
A) follow-up
B) handling objections
C) preapproach
D) closing
E) prospecting
Why should mission statements be market oriented instead of product or technology
oriented?
Explain the strengths of mobile marketing from the marketer’s point of view.
Identify and describe the different types of retailers, based on their product lines.
Provide an example of each type of retailer.
What are the steps of the marketing research process? How do companies conduct
research?
Compare and contrast pure competition and oligopolistic competition.
Define price. Discuss its importance.
Discuss the percentage-of-sales method used for setting the total budget for advertising.
Distinguish between undifferentiated and differentiated marketing strategies.
Why are profound changes in marketing communications creating both exciting and
scary times for marketing communicators?
Why do some consumers resent marketing research?
Why is demand in the business market mostly inelastic?
How do integrated marketing communications build brand identity?
How does a retailer cooperative function?
Explain the concept of the price ceiling.
Although competition is most intense within a strategic group, explain why there is also
rivalry among groups. Give examples.
Explain how the PLC applies differently to a product class than to a product form.
Explain how the growth of digital technology has transformed the way in which
companies conduct business today.
What is the goal of training salespeople?
Differentiate between dynamic and fixed pricing.
Briefly define the four marketing concepts.
