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Some firms define their purpose in narrow product terms. Others that define their
purpose in broad social terms follow ________.
A) societal marketing
B) sense-of-mission marketing
C) consumer-oriented marketing
D) customer-value marketing
E) consumerism
A(n) ________ consists of one or more independent producers, wholesalers, and
retailers, each seeking to maximize its own profits, sometimes even at the expense of
the system as a whole.
A) multitiered supply chain
B) conventional distribution channel
C) intrinsic market matrix
D) resource bank
E) product platform
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
Samsung Mobile plans to launch a new phone with a unit cost of $270 and wants to
earn a 10 percent markup on its sales. Samsung's markup price is ________.
A) $275
B) $280
C) $295
D) $300
E) $335
Big and Tall Men's Shop carries men's clothing in larger sizes; this allows the store to
________ other stores.
A) align itself with
B) differentiate itself from
C) cluster with
D) affect the store atmosphere of
E) converge with
Today's retailers increasingly adopt environmentally sustainable practices. Which of the
following is NOT one of these practices?
A) working with channel partners to reduce their environmental impact
B) cutting back on recycling programs
C) greening up their stores and operations
D) launching programs to help customers be more responsible
E) promoting more environmentally responsible products
Refer to the scenario below to answer the following question.
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to
industry design changes and consumer demands, for the next financial year, six of those
stampings will require a slight change: two will have an extra hole punched through the
side, two will require an extra plating process, and two will require an additional weld
operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number
of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price
quotations and steel samples from his current suppliers, Richard faced a dilemma. Until
now, he had selected his suppliers based on quality and price, but the major
consideration had been the type of steel required and the specialized production
processes of his respective suppliers. Not all of Alpha's suppliers could produce the
exact grades of steel needed; some suppliers were better at producing certain types of
steel than others.
Richard contacted several employees at Alpha who had worked with the various types
of steel in the past. The quality control manager and line inspector, for example, could
help to determine which suppliers had the capabilities of producing specific types of
steel. The production control manager could provide input regarding which types of
steel worked best in which presses. The warehouse foreman gave inputs regarding how
long various types of steel could be held in inventory before rust spots began to form on
their surfaces. Each person contributed the necessary information to help Richard in
making his decision.
In this scenario, which of the following had the greatest influence on the business
buying behavior at Alpha Stampings?
A) individual preferences
B) organizational structure
C) interpersonal influences
D) technological changes
E) cultures and customs
Which of the following is the goal of the team-based new product development
approach when it uses cross-functional teams that overlap the steps in the process?
A) gain a big competitive edge by getting the right new products to market
B) save time and increase effectiveness
C) increase production efficiency and customer satisfaction
D) speed product distribution to market and reduce costs
E) reduce organizational tension and confusion
Through ________ differentiation, brands can be differentiated on features,
performance, or style and design.
A) services
B) channel
C) people
D) product
E) price
The term "media multitaskers" refers to ________.
A) competing brands which use the same media vehicle
B) people who absorb more than one medium at a time
C) media planners who also head the creative department
D) media planners who use more than one advertising medium
E) ad agencies whose clients are competitors of each other
Assume that a Gucci handbag sells for $60 in Italy and $240 in the United States
because Gucci must add the cost of transportation, tariffs, importer margin, wholesaler
margin, and retailer margin to its factory price. This information indicates that Gucci
faces a ________ problem.
A) dumping
B) tariff
C) licensing
D) product adaptation
E) price escalation
________ consumers are the most affluent U.S. demographic segment and are expected
to have an annual buying power approaching $1 billion by 2017.
A) Hispanic American
B) African American
C) Asian American
D) Baby boomers
E) Generation X
________ calls for dividing the market into regions, states, counties, cities, or even
neighborhoods.
A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Occasion segmentation
Describe how marketers can engage in social media.
Which of the following is an advantage of a well-designed and targeted telemarketing
plan?
A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks
The research plan ________.
A) provides comprehensive marketing intelligence about competitors
B) outlines sources of existing data and spells out the specific research approaches
C) does not include sampling plans
D) does not include contact methods
E) precedes the definition of research objectives
Which of the following is most likely a disadvantage of viral marketing?
A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very expensive.
C) Marketers have little control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the
targeted market.
E) Viral marketing messages are blocked by most search engines.
An appeal that attempts to stir up either negative or positive sentiments that can
motivate purchase is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard
Critics charge that promotion adds only ________ to a product.
A) functional value
B) psychological value
C) moderate value
D) strategic value
E) qualitative value
Which of the following is NOT part of the business market?
A) Kruger Group sells interior security systems to resorts.
B) A country club buys safety equipment for its swimming pool.
C) Sue shops for her family's groceries at the local Whole Foods store.
D) A firm buys laptops from Dell for company salespeople to use when traveling.
E) Airmark sells a vinyl printing press to a manufacturer of plastic storage containers.
Developing an effective message strategy begins with identifying ________ that can be
used as advertising appeals.
A) consumer trends
B) competitors' weaknesses
C) competitors' strengths
D) customer benefits
E) consumer emotions
________ involves changing the product to meet local requirements, conditions, or
wants.
A) Product invention
B) Straight product extension
C) Standard global marketing
D) Communication adaptation
E) Product adaptation
Family is one of the ________ factors that influence consumer behavior.
A) regional
B) social
C) personal
D) psychological
E) business
By showing buyers a better way to make an object, outside sellers can ________ .
A) turn straight rebuy situations into modified rebuy situations
B) reduce delivery times and save money
C) provide incentives for larger orders
D) turn straight rebuy situations into new task situations
E) discourage straight rebuys
Describe and compare the three different categories of deceptive marketing practices.
Casual Comfort sells its catalog items using FOB-origin pricing. Who pays the freight
charges?
What are the desirable qualities for a brand name?
What is the function of a marketing information system (MIS)?
How can researchers and managers arrive at the best interpretation of research findings?
Describe the advantage of selecting multiple sources of supplies.
Why are printed catalogs still thriving in the face of the growing popularity of
Web-based catalogs?
What factors should a firm consider when selecting intermediaries?
How do influencers contribute to the purchase decision process?
