Trudie Jones works for a distribution channel firm that helps several electronics
companies find customers or make sales to them. Trudie works for a reseller.
In recent years, convenience stores have redesigned their stores to closely focus on
serving their primary target market made up of young, blue-collar men.
A community shopping center contains between 15 and 50 retail stores.
Psychographic segmentation divides buyers into different segments based on social
class, lifestyle, or personality characteristics.
Each layer of marketing intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer is a channel level.
The real value of marketing research lies in the customer insights that it provides.
Abel is considering whether or not to get an electronic reader. He has read online
reviews of three different kinds of readers and has talked with two friends who own
electronic readers. Abel is at the awareness stage of the new product adoption process.
How has do-not-call legislation helped direct marketers?
A) Marketers are compensated by the Federal Trade Commission for lost sales caused
by the laws.
B) Direct marketers have outsourced their activities to firms that are exempt from such
laws.
C) Direct marketers have developed kiosks as an alternative to telemarketing.
D) Telemarketers are allowed to call customers for a small fee.
E) Telemarketers have developed opt-in calling systems.
Critics point to which of the following factors when they accuse marketing of harming
consumers through high prices?
A) quotas
B) nontrade tariffs
C) excessive markups
D) government taxes
E) changes in currency values
Which of the following is true of optional product pricing?
A) It involves capitalizing on low value by-products.
B) It involves pricing accessory products sold with the main product
C) It is used to price a company’s main product.
D) It involves setting geographically-specific prices.
E) It is used to price products that must be used with the company’s main product.
A(n) ________ refers to promotional money paid by manufacturers to retailers in return
for an agreement to feature the manufacturer’s products in some way.
A) allowance
B) sample
C) discount
D) tax credit
E) tax exemption
Which of the following is a negative aspect of a competitor-centered company?
A) It may end up simply matching industry practices.
B) It fails to identify competitors’ weaknesses.
C) It becomes stable and unreactive.
D) It fails to notice weaknesses in its own position.
E) It fails to develop a fighter orientation.
The buyer decision process consists of five stages. Which of the following is NOT one
of these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior
The use of short-term incentives to encourage the purchase or sale of a product or
service is called ________.
A) direct marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
The latest trend in the United States involves rediscovering the benefits of
home-cooked food and the use of organic ingredients. People are choosing to spend
hours in the kitchen using only the freshest ingredients to cook healthy and nutritious
meals. This change in ________ is one of the reasons for the increasing demand for
organic ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle
________ is the most basic determinant of a person’s wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Caste
E) Selective perception
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
From an industry point of view, Universal Pictures might see its competition as
________.
A) West End theatre
B) Columbia Pictures
C) Tomorrowland
D) Summerfest
E) HarperCollins
Which of the following is the fastest growing form of direct-marketing?
A) ambush marketing
B) online marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing
A firm normally gets into international marketing by simply shipping out its goods. If
its international sales expand, the company organizes a(n) ________.
A) indirect exporting venture
B) joint ownership
C) export department
D) international division
E) standardized global marketing strategy
Champion, Inc. is a manufacturer of lunch boxes, school bags, and school stationery.
Charles Payton, the CEO of Champion, hopes to sell the products at a low price to
penetrate the market quickly.
Which of the following best supports a market-penetration strategy for Champion?
A) Production costs increase as sales volume increases.
B) It is very difficult for competitors to enter the market.
C) The cost of producing a smaller volume is negligible.
D) The quality of the products supports high initial prices.
E) The market for the products is highly price sensitive.
Which of the following refers to a nonprobability sample in which the researcher finds
and interviews a prescribed number of people in each of several categories?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
A manufacturer that offers cash or gifts to dealers for encouraging the purchase of its
products is using ________.
A) coupons
B) push money
C) promotional products
D) premiums
E) bonuses
Logos, uniforms, brochures, and company trucks are all examples of ________
materials that can be used to help a company create a visual image which the public can
immediately recognize.
A) direct marketing
B) social marketing
C) public service
D) corporate identity
E) buzz marketing
________ consists of strong short-term incentives that invite and reward quick
responses from customers.
A) Public relations
B) Personal selling
C) Advertising
D) Sales promotion
E) Direct marketing
Describe the advantage of selecting multiple sources of supplies.
Provide the major sources of external new-product ideas and explain why these sources
offer advantages over internal sources.
What are the major structural factors affecting long-run segment attractiveness?
Why do marketers find baby boomers attractive?
Why is it important for managers to define the problem and establish research
objectives?
Discuss the different levels at which competitors can be identified.
What role do the four Ps play in consumer behavior?