Direct marketing is characterized by narrowly defined segments or individual buyers.
Companies that export goods to one country cannot have a subsidiary in another
country because of international trade agreements.
Brokers and agents usually take title to goods and perform various functions for
retailers.
The general public’s image of a company affects organizational buying behavior.
A market is a segment of potential consumers who share a common need or want.
Marketers must be careful to guard against stereotypes when using age and life-cycle
segmentation.
For market segments to be beneficial for companies, they must be measurable.
Selective distortion describes the tendency of people to interpret information in a way
that will support what they already believe.
When a company views and organizes its marketing activities from only the consumer’s
point of view, it is practicing societal marketing.
Unsought products are consumer products that the consumer either does not know
about or knows about but does not normally consider buying.
In the context of income distribution, the middle class in the United States has grown in
size over the past several decades.
Management contracting is an unwise choice if a domestic firm can make greater
profits by undertaking a whole venture.
Advertising can reach masses of geographically dispersed buyers at a low cost per
exposure.
PennyLane Retailers believe in a do-it-yourself approach, and their stores are designed
for consumers who are willing to perform their own locate-compare-select process.
PennyLane is an example of a full-service retailer.
Collectively, global brands account for the overwhelming majority of consumers’
purchases.
Telemarketing involves using the television to sell directly to consumers and business
customers.
Andy Candy Stores prices its candy displays at ten different price levels, ranging from
$2.00 per pound to $4.95 per pound. This is an illustration of price steps.
Sweepstakes give consumers a chance to win something, such as cash, trips, or goods,
by luck or through extra effort.
During concept testing, a product is evaluated by management without any input from
external sources.
An Internet-based survey is an example of a mechanical instrument used in marketing
research.
BerryBerry is a fruit juice company that has traditionally sold three varieties of
mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add
more products to its product line. In this case, which of the following is an example of
co-branding by BerryBerry?
A) The company introduces BerryBliss, a dried berry snack mix for kids.
B) BerryBerry adds a new fruit juice flavor, TangyBerry.
C) The company introduces a line of flavored milk and yogurt under a new brand name.
D) The company creates a new brand, NatureFresh, for a line of cosmetics based on
fruit flavors and colors.
E) BerryBerry teams up with SFX, a sporting goods company, to introduce a line of
energy bars called BerryBerry SFX.
Which link in the service chain emphasizes superior employee selection and training?
A) healthy service profits and growth
B) satisfied and loyal customers
C) greater service value
D) satisfied and productive service employees
E) internal service quality
Abel now has the buying power to purchase the computer that he wanted to buy six
months ago. Abel’s want has most likely become a(n) ________.
A) need
B) value
C) demand
D) offering
E) desire
Which of the following is an example of narrowcasting using advertisements?
A) running an ad for a new line of cars on cable TV
B) showing ads for diapers to would-be mothers in hospitals
C) handing out promotional leaflets for a new restaurant to passers-by
D) showing video game ads at a college football game
E) uploading movie ads on Web sites like YouTube
Which of the following is a type of off-price retailer?
A) specialty store
B) full-service retailer
C) discount store
D) warehouse club
E) supermarket
Qtopia Inc. is currently designing a new product line with the goal of making each
product easy to recover, reuse, or recycle. Qtopia Inc. plans to recover many of these
products when they reach the end of their life cycle and reuse components in new
products. In this case, Qtopia Inc. is demonstrating ________.
A) pollution prevention
B) pollution control
C) product stewardship
D) the marketing concept
E) the selling concept
The process that turns marketing plans into marketing actions to accomplish strategic
marketing objectives is called marketing ________.
A) analysis
B) implementation
C) control
D) planning
E) design
Raymond purchased a Honda Civic six months ago because he perceived Honda’s
superiority over the competition. Raymond has been more than satisfied with his
purchase and now has an emotional relationship with the Honda brand. Raymond’s
relationship with Honda is best referred to as ________.
A) customer delight
B) customer lifetime value
C) customer equity
D) customer share
E) customer-perceived value
Jupiter Steel is the chief provider of metals to Greystone Motors. Greystone Motors has
two models of cars’“one for commercial and ordinary consumers and another for
professional car racing teams. Greystone Motors has designated dealers to sell its
commercial cars to consumers, while racing cars are sold directly to the racing teams.
In such a distribution channel, which of the following would be considered a horizontal
conflict?
A) a conflict between Jupiter Steel and Greystone Motors
B) a conflict between Jupiter Steel and Greystone dealers
C) a conflict between two Greystone Motors car dealerships
D) a conflict between a Greystone Motors car dealership and a racing team
E) a conflict between Greystone Motors and its car dealerships
When firms use symbols, colors, or characters to convey their personalities, they are
using ________ differentiation.
A) image
B) people
C) usage-rate
D) user-status
E) channel
Which of the following is a function of an integrated marketing communications
system?
A) designing products using environmentally friendly techniques
B) allowing suppliers or vendors to manage the inventory of products
C) controlling production levels by feedback received from customers
D) delivering a consistent message on the product to each brand contact
E) sharing company forecasting details with shareholders
________ markets consist of individuals and households that buy goods and services
for personal use.
A) Consumer
B) Business
C) Government
D) Wholesaler
E) Retailer
The presentation stage of the selling process most likely involves ________.
A) cold calling in the absence of potential leads
B) fixing the final meeting with a customer to close a deal
C) gathering information about an organization and its buyers
D) showing how a company’s products can solve a customer’s problems
E) requesting an order from the customer after handling any minor objections
Producers of popular beverages often partner with global music channels to target
consumers through a variety of promotional events and advertisements. This approach
to marketing is referred to as ________ segmentation.
A) intermarket
B) income
C) age and life-cycle
D) occasions
E) gender
Which of the following is the fastest-growing form of direct marketing?
A) catalog marketing
B) kiosk marketing
C) direct-mail marketing
D) digital marketing
E) telephone marketing
The ________ concept recognizes that organizations thrive from day to day by
determining the current needs and wants of target group customers and fulfilling those
needs and wants more effectively and efficiently than the competition.
A) societal marketing
B) strategic planning
C) sustainable marketing
D) marketing
E) cause marketing
Which term refers to the fixed amount in a salesperson’s compensation?
A) bonus
B) commission
C) salary
D) incentive
E) profit-sharing plan
The primary objective of ________ advertising is to build selective demand.
A) reminder
B) classified
C) personal
D) informative
E) persuasive
Which of the following statements is most likely true about the product life cycle?
A) Throughout the product introduction stage, sales are zero.
B) The growth stage is the longest stage of the product life cycle.
C) Profits are nonexistent in the growth stage.
D) Growth is a period of rapid market acceptance and increasing profits.
E) Maturity is the period when sales fall off but profits continue to rise.
________ refers to the portion of the customer’s purchase that a company gets in its
product categories.
A) Value proposition
B) Share of customer
C) Brand equity
D) Customer lifetime value
E) Customer equity
Haynes, a manufacturer of consumer electronics, created a 30-minute program
describing the various ways in which its products could be used and aired the program
on television with a toll-free number that interested consumers could call. In this case,
Haynes’ program is referred to as a(n) ________.
A) virtual world
B) infomercial
C) viral video
D) podcast
E) e-catalog
A(n) ________ marketing system combines successive stages of production and
distribution under single ownership, where channel leadership is established through
common ownership.
A) contractual vertical
B) corporate vertical
C) administered vertical
D) horizontal
E) direct
If a product passes both the concept test and the product test, the next step is most likely
to be ________.
A) marketing strategy development
B) product development
C) test marketing
D) business analysis
E) concept development
Which of the following demonstrates the real value of a company’s marketing research
and information system?
A) the amount of data it generates
B) the variety of contact methods it uses
C) the tools it uses to gather information
D) the quality of customer insights it provides
E) the type of sampling plan it follows
Which of the following statements is true of salespeople?
A) They do not work with wholesalers and retailers.
B) They are employed mostly in click-only companies.
C) They do not represent the customers to the company.
D) They represent a company to its customers by communicating and selling.
E) They represent a new class of professionals who have emerged as part of the steep
rise in retailing.
Describe the major trends in the natural environment that marketers need to be aware
of.
What is value selling? Explain its importance and requirements.
How are retailers classified based on the amount of service they provide to customers?
Provide examples of each service level to illustrate your response.
With a suitable example, show how advancements in technology help consumers avoid
advertisement cluttering. What implications does this trend hold for advertisers?
Describe the process by which companies identify attractive market segments and
choose a target marketing strategy.
What are the two ways in which a company can extend its product line?
What are the advantages of an innovation management system for developing new
products?
What role does packaging play in the marketing of a product? How can packaging lead
to an increase or decrease of sales? Provide examples to illustrate your response.
Describe and compare the four types of customers classified by their potential
profitability to an organization. Identify how an organization should manage each type
of customer.