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Which of the following likely does NOT play into products being offered for different
prices in different countries?
A) additional costs of operations
B) product commonality
C) physical distribution
D) shipping and insurance
E) exchange-rate fluctuations
Today, ________ are flourishing due to the increased use of market segmentation and
market targeting.
A) chain stores
B) specialty stores
C) superstores
D) discount stores
E) off-price stores
Which buyer-readiness stage are consumers in when they are feeling favorable about
the product?
A) preference
B) conviction
C) knowledge
D) purchasing
E) liking
All of the following are benefits of online direct marketing for buyers EXCEPT
________.
A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience
E) privacy
A company can install a(n) ________ management system to collect, review, evaluate,
and manage new product ideas.
A) quality
B) innovation
C) content
D) supply chain
E) customer relationship
Proposals related to ________ include controlling the ingredients that go into certain
products and packaging as well as reducing the level of advertising "noise."
A) the right to be informed
B) consumer protection
C) preserving the world for future consumption
D) the right to charge any price for the product
E) quality of life
Which of the following is a disadvantage of adding new channels in a multichannel
distribution system?
A) decreasing complexity of markets
B) decreasing control over the system
C) reducing opportunities for franchising
D) lowering sales and market coverage
E) minimizing publicity needs
Which of the following will NOT be a call objective in a preapproach plan?
A) qualify the prospect
B) find the initial lead
C) gather information
D) determine the best approach and timing
E) make an immediate sale
A market segment that is large enough or profitable enough to serve is ________.
A) measurable
B) accessible
C) substantial
D) profitable
E) differentiable
An ad for a new convection oven shows a busy professional woman using the
convection oven to cook dinner for her family. Which of the following message
execution styles is illustrated in this example?
A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image
Which of the following is most likely a disadvantage of focus group interviewing?
A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings,
behaviors, and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down,
which makes it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of
respondents.
Music Mogul has arrangements with several stores and retail chains to place their
DVDs and digital music machines in prime spots such as near billing counters and at
store entrances. Consumers can buy DVDs by depositing payment or they can buy
music online via the touchscreen interface on the machine. Which form of marketing is
illustrated in this scenario?
A) direct-response television advertising
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
Which of the following demographic trends is the most likely cause for a rapid increase
in telecommuting?
A) the migration toward micropolitan and suburban areas
B) the migration from rural to metropolitan areas
C) the increasing number of traditional households
D) the growing percentage of married couples who do not have children
E) the declining number of manufacturing workers in today's workforce
Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing
and social media?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
A view of the market that specifies that planning starts by identifying the needs of target
customers, to which the company responds by organizing a chain of resources and
activities with the goal of creating customer value is a(n) ________ view.
A) make-and-sell
B) identify-and-target
C) purchase-produce-and-consume
D) market-and-profit
E) sense-and-respond
Soon-Yi Park's chain of travel agencies has identified the lesbian, gay, bisexual, and
transgender community as a growing market that spends an increasing percentage of its
income on travel. Which of the following would be the LEAST effective component of
a marketing plan for Soon-Yi to take advantage of this opportunity?
A) develop a presence on LGBT-oriented social networking sites
B) position his agency as focused on specialized experiences
C) implement a mass marketing campaign
D) place specially targeted ads in gay-themed publications
E) advertise on LOGO, the cable television network aimed at gays and lesbians and
their friends and family
A firm often enters international marketing by simply shipping its goods out of the
country. If its international sales expand, the company often organizes a(n) ________.
A) indirect exporting venture
B) joint ownership
C) export department
D) international division
E) standardized global marketing strategy
Modern Family and The Wall Street Journal are both examples of ________—specific
media within each general media type.
A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia
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
Which of the following involves computerized, digitized sales force operations that let
salespeople work more effectively anytime, anywhere?
A) SWOT analysis
B) BCG matrix
C) digital marketing system
D) sales force automation system
E) field service management system
________ involves essentially using the same marketing strategy approaches and
marketing mix worldwide
A) Adapted global marketing
B) Ambush marketing
C) Standardized global marketing
D) Export marketing
E) Niche marketing
________ are a type of limited-service wholesaler who carries a limited line of
semiperishable merchandise (such as milk, bread, and snack foods), which is sold for
cash as deliveries are made to supermarkets, small groceries, or hotels.
A) Industrial distributors
B) Wholesale merchants
C) Full-service wholesalers
D) Truck jobbers
E) Purchasing agents
The ________ concept calls for socially and environmentally responsible actions that
meet both the immediate and future needs of customers and the company.
A) societal marketing
B) business-to-business
C) direct marketing
D) strategic planning
E) sustainable marketing
While creating research questionnaires, researchers must particularly AVOID the use of
________.
A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-ended questions
All of the following are problems associated with the poor selection of salespeople
EXCEPT ________.
A) lower sales
B) costly turnover
C) less productivity
D) fewer training expenses
E) disruptive customer relationships
A university enrolled 200 graduate students in the Fall of 2015. However, the
enrollment rate was only slightly affected following a 12-percent hike in tuition the
following fall. This illustrates ________ demand.
A) derived
B) negative
C) highly elastic
D) composite
E) inelastic
To break through the clutter, many marketers have subscribed to a new merging of
advertising and entertainment, dubbed ________.
A) Madison & Vine
B) Wall St. & Fifth Ave
C) buzz marketing
D) podcasting
E) webisodes
What distribution strategy does Giant Beanstalks use?
A) inclusive distribution
B) exclusive distribution
C) selective distribution
D) intensive distribution
E) extensive distribution
Industrializing economies are also known as ________ economies.
A) emerging
B) raw material exporting
C) totalitarian
D) subsistence
E) capitalist
Nike produces shoes out of "environmentally preferred materials," recycles old
sneakers, and educates young people about conserving, reusing, and recycling. Nike is
practicing ________.
A) new clean technology
B) product stewardship
C) pollution prevention
D) sustainability vision
E) design for environment
GameStop sells only video games and systems, offering a narrow product line with a
deep assortment within that line. GameStop is a(n) ________.
A) department store
B) convenience store
C) category killer
D) specialty store
E) off-price retailer
The marketing concept is a philosophy of ________.
A) sales and profit maximization
B) customer value and mutual gain
C) serving short-term interests over long-term gains
D) serving the company's interests over the consumers'
E) promotion value and company gain
Nonpersonal communication channels include major media, ________, and events.
A) sales calls
B) atmospheres
C) buzz marketing
D) word-of-mouth influence
E) phone calls
Which of the following is true with regard to pure competition?
A) Under pure competition, no single buyer or seller has much effect on the going
market price.
B) In a purely competitive market, marketing research is of utmost importance.
C) In a purely competitive market, product development is the focus of most firms.
D) Under pure competition, the market consists of many buyers and sellers who trade
over a range of prices rather than a single market price.
E) Under pure competition, the market consists of only a few large sellers.
TRUSTe, a nonprofit self-regulatory organization, works with other companies to audit
online privacy and security measures. It lends its TRUSTe privacy seal to all the
following communication channels that meet its privacy and security standards
EXCEPT ________.
A) mobile apps
B) e-mail marketing
C) telemarketing
D) Web sites
E) social media
