A country’s industrial structure is an economic factor that reflects its attractiveness as a
market.
A channel level is a layer of intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer.
Under oligopolistic competition, the market consists of only a few large sellers.
A firm’s marketing department must partner with other company departments to
produce superior value for customers.
Deceptive promotion involves falsely advertising a large price reduction from a phony
high retail list price.
Social media marketing is a traditional direct marketing tool.
Price packs are goods offered either free or at low cost as an incentive to buy a product,
such as toys included with Disney DVDs.
A vertical marketing system is one in which the producer is always the dominant
member of the channel.
Direct-response television (DRTV) marketing takes one of two major forms:
direct-response television advertising and interactive TV (iTV) advertising.
CisTech is test marketing its new computers by measuring consumer responses to the
new computers and its marketing tactics in laboratory stores. CisTech is using
controlled test marketing in this scenario.
In the global value delivery network, the second link between the sellers and the final
buyers moves products from points of production to the borders of countries within
which they are sold.
Survey research is best suited for gathering descriptive information.
In a SWOT analysis, strengths and weaknesses refer to a firm’s external environment,
while opportunities and threats refer to the internal environment.
A firm that sends e-mail updates to customers about new products is engaging in
personal selling.
Category killers are superstores that carry a deep assortment of a particular product line.
Barry’s is a chain of retail stores that stocks a large variety of goods and practices
high-low pricing. This means that Barry’s is likely to ________.
A) have low volume and low markups
B) charge low prices constantly
C) offer numerous sales or discounts
D) compete on the basis of price rather than product or service quality
E) use predatory pricing to eliminate competition
Which of the following marketing forms enables consumers to learn about products by
scanning Quick Response codes?
A) mobile marketing
B) interactive TV
C) indirect marketing
D) inbound telephone marketing
E) direct-response television marketing
Carboi is a company that offers consumers the opportunity to buy carbon offsets, which
are contributions to projects that combat global warming by reducing carbon emissions.
Carboi offers contribution packages for driving, flying, and home energy use. Through
Carboi, consumers can pay some of the ________ costs of their private goods and
services.
A) promotional
B) safety
C) recovery
D) distribution
E) social
The ________ concept specifically focuses on future company needs, but not on future
customer needs.
A) societal marketing
B) strategic planning
C) sustainable marketing
D) global marketing
E) cause marketing
Customers who are classified as true believers ________.
A) are attracted to a company’s competitor’s deals and offers
B) have needs and wants that do not fit a company’s offerings
C) are not very profitable for a company
D) tell others about their good experiences with a company
E) are projected to be less loyal to any brand
Which of the following is true of the Privacy Promise launched by the Direct Marketing
Association?
A) It forbids all DMA members from spending excessively on digital advertising.
B) It requires all DMA members to notify customers when any personal information is
sold to others.
C) It recommends that DMA members help each other by sharing customer
psychographic data.
D) It forbids DMA members from sending e-mail, mail, or phone offers to any
customer.
E) It encourages DMA members to create more digital content that is tailored for
children under age 13.
Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted
on it with every purchase of a 500g packet of its instant coffee powder. Which
promotion tool is Koffee using?
A) coupons
B) price packs
C) samples
D) advertising specialties
E) rebates
Remington Motors releases a new line of hybrid electric vehicles called Electra. The
line promises superior mileage and excellent horsepower in an environmentally friendly
automobile. Remington decides to use advertising as the promotional tool for the car’s
launch. Which of the following would qualify as an advertisement for Electra?
A) a front-page notice of the release of Electra in all leading newspapers with the
caption “Green Speed”
B) a press conference to discuss the various safety issues, actual mileage, and
environmental features of Electra
C) the use of dedicated sales personnel in dealer showrooms to explain the qualities of
Electra to potential customers
D) the involvement of a celebrity at the launch of Electra to endorse the hybrid car
E) a buyers-only lottery where Electra buyers have a chance of winning a prize
A company adding new features to a product will most likely compare each feature’s
value to customers with its ________.
A) cost to the company
B) performance in the market
C) benefits to the company
D) cost to the customers
E) benefits to the supplier
Which of the following types of promotion tools requires the most interaction with a
customer?
A) digital advertising
B) personal selling
C) sales promotion
D) public relations
E) television advertising
Which of the following statements is true of international marketing research?
A) International marketing research has declined over the past decade due to global
economic decline.
B) Conducting personal interviews in developing countries is generally less difficult
and less expensive than doing so in developed nations.
C) International researchers follow a different set of steps in marketing research than
domestic researchers.
D) Language translation in international marketing research typically increases costs
and raises the risk of errors.
E) International researchers benefit from useful secondary data that is available online,
so primary data is typically unnecessary.
Xenon, a leading consumer-electronics manufacturing company, markets its products
under the company’s own brand name. In this case, Xenon has sponsored its products
by promoting them as ________ brands.
A) licensed
B) private
C) store
D) national
E) distributor
Marketers tailoring brands and promotions to the needs and wants of specific customer
groups practice ________.
A) niche marketing
B) multi-segmented marketing
C) local marketing
D) mass marketing
E) individual marketing
A strategy for company growth through starting up or acquiring businesses outside the
company’s current products and markets is called ________.
A) vertical integration
B) market development
C) diversification
D) market penetration
E) product development
Which of the following most likely suggests that marketers lack the power to create
consumer needs and control market demand?
A) consumer acceptance of changing clothing styles
B) affordable products in disadvantage communities
C) use of social media in product comparisons
D) consumer interest in modern technology
E) high failure rate of new products
Which of the following would be considered part of an augmented product rather than
that of an actual product or core customer value?
A) product features
B) warranty
C) brand name
D) design
E) packaging
Innovative marketing most likely involves ________.
A) protecting the natural environment
B) considering the consumer’s point of view
C) seeking real product and marketing improvements
D) defining goals in broad social terms rather than narrow product terms
E) placing an emphasis on increasing short-run sales rather than long-term value
The relationship between the price charged for a product and the resulting demand level
can be shown in a ________.
A) demand curve
B) supply curve
C) elastic demand slope
D) break-even chart
E) inelastic demand slope
Explain market offerings and marketing myopia.
The practice of tailoring products and marketing programs to suit the tastes of specific
individuals and locations is referred to as ________.
A) niche marketing
B) micromarketing
C) segmented marketing
D) global marketing
E) undifferentiated marketing
When viewing the market from a buyer’s point of view, “convenience” corresponds to
the ________ component of the marketing mix.
A) product
B) price
C) promotion
D) place
E) people
Valdo, a cosmetic firm located in the United States, markets its products in Asian and
European countries through independent distributors. In this case, Valdo has entered
international markets through ________.
A) joint ownership
B) joint venturing
C) indirect exporting
D) direct investment
E) franchising
Which of the following types of products are generally priced the lowest?
A) shopping products
B) convenience products
C) specialty products
D) industrial products
E) capital products
Jeff is in the process of buying a new car. He carefully analyzes the features that he
wants in a car, and perceives significant differences in price, quality, and features
among three of his favorite models. He rates the models on each factor and ranks them
in the order of his preference. To which of the following stages of the buyer decision
process will Jeff most likely proceed next?
A) postpurchase behavior
B) evaluation of alternatives
C) information search
D) need recognition
E) purchase decision
In which of the following circumstances is an organization likely to engage in full
partnerships with key consumers?
A) when the market has few customers and high margins
B) when the market has a huge number of customers
C) when the firm has a frequency marketing program
D) when the firm has a large number of low-margin customers
E) when the firm has few marketing resources at its disposal
Discuss how an increased educational level in the United States has affected the
American household and how marketers have responded to these changes.
Explain what happens during the concept testing stage of new product development.
Differentiate between branded community Web sites and marketing Web sites. Provide
examples to illustrate your response.
Explain what happens during the business analysis stage of new product development.
What are the main forms of direct and digital marketing?