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An integrated social marketing campaign likely could include all of the following
except ________.
A) Facebook pages
B) Twitter postings
C) Instagram photos
D) iTunes podcasts
E) YouTube videos
Refer to the scenario below to answer the following question.
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a cliff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during
summer, but then faced a tremendous downturn in business during winter. "But, given
the established industries in the nearby towns, very little year-round competition, and
our close proximity to Portland," Carol added, "I couldn't understand why seasonality
had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol's plan also
involved a seasonal promotional gimmick'”to be implemented from early winter to late
spring'”that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers'”both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that
are a part of the local cuisine, but we'd like to expand that. We provide health club
privileges off-site, but we'd like to eventually provide our own. These are goals I hope
to achieve in a few years. Our first project, however, included a renovation of our guest
rooms and I'm quite proud of the results." Carol then added, "Actually there are so
many possibilities. With an indoor pool area, I will eventually offer weekend getaways
throughout winter."
Carol Veldt has decided to ask selected guests to participate in an extensive survey
about their experience at Seagull Terrace and about their requirements in terms of
amenities and cuisines. By implementing the suggestions she receives from guests,
Carol would be following the ________ concept.
A) production
B) product
C) selling
D) marketing
E) societal marketing
________ ventures consist of one company joining forces with foreign investors to
create a local business in which they share ownership and control.
A) Joint ownership
B) Licensing
C) Contract manufacturing
D) Management contracting
E) Indirect exporting
Refer to the scenario below to answer the following question(s).
Kimberly's Crown sells and designs jewelry. Despite the jewelry's popularity, products
are available only through a few shopping stores across the country.
Kimberly decides to alter its distribution strategy so that its jewelry is accessible to the
public only through one distributor. The strategy they're considering is known as
________ distribution.
A) elusive
B) extensive
C) exclusive
D) selective
E) elective
Which of the following is a selling decision that may be called into question under the
law?
A) predatory pricing
B) product warranty
C) bait-and-switch advertising
D) promotional allowances and services
E) disclosure of customer rights
A decision to position the product on high-performance quality will mean that the
________.
A) seller must charge a higher price to cover higher costs
B) seller must charge a lower price to attract more customers
C) producer must step down production
D) marketer must boost derived demand in the market
E) break-even volume will be fairly low
The objective of causal research is to ________.
A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help suggest hypotheses
C) describe things, such as the market potential for a product
D) assign a cause to a seemingly random event
E) predict the effect of a random event on unrelated entities
________ are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
A) Air tunnels
B) Rail flatcars
C) Steam ships
D) Pipelines
E) Airlines
Which consumer group tends to show more brand loyalty and make shopping a family
event, with children having a big say in the purchase decision?
A) Hispanic Americans
B) African Americans
C) Arab Americans
D) working class consumers
E) middle class consumers
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
In new product buying, the users are often the ________.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition
Harvey's Bookstore is a popular online bookstore that has differentiated itself through
smooth-functioning delivery networks. This is an example of ________ differentiation.
A) product
B) image
C) price
D) channel
E) people
What sets the ceiling for product prices?
A) product manufacturing costs
B) sellers' perceptions of the product's value
C) customer perceptions of the product's value
D) variable costs
E) break-even volume
Jean Malone, a market researcher, recently found that most people in Bradburg County
purchase automobiles with predominantly functional designs and prefer darker colors.
Which of the following marketing strategies should Jean most likely recommend to an
automobile dealer interested in opening a dealership in Bradburg County?
A) one-to-one marketing
B) undifferentiated marketing
C) segmented marketing
D) individual marketing
E) direct marketing
Which of the following is most likely a manufacturer-sponsored retailer franchise
system?
A) international fast food chains like McDonald's and Pizza Hut
B) Starbucks outlets operating within Target stores
C) Toyota and its network of independent franchised dealers
D) licensed bottlers that bottle and sell soft drinks to retailers
E) hotel chains like the Ritz Carlton and Shangri-La
A ________ firm is one that, by operating in more than one country, gains marketing,
production, research and development, and financial advantages that are not available to
purely domestic competitors.
A) global
B) domestic
C) federally chartered
D) direct investment
E) free trade zone
Refer to the scenario below to answer the following question.
Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a
merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a
popular family attraction with 20 rides, a restaurant, and an outdoor performing arts
theater.
"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart,
the owner. "We just knew that weekenders coming to the lakes in our rural area
represented an untapped market."
Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even
senior citizens who enjoy strolling through the gardens and the arbors. "There's
something here for everyone," Gail Hart said with a smile. "Dozens of companies hold
annual company picnics here. We have welcomed class field trips. And we even had
one wedding here at the park!"
"Here's the funny thing," Ron chimed in. "We really don't know why we've been so
successful. There is nothing else like Fun-Spot Fun Park in the area. We were just
lucky." "I think it's the ambience of the park that has brought so many visitors," Gail
added. "We provide a 'total package' of entertainment. Plus, we try to change our rides
and various attractions from time to time for variety."
Ron and Gail Hart admitted that making every visitor happy is a priority. "That has
always been our philosophy," they said. "Like the park's motto at the entrance reads,
'We're here to make you happy!' And we've always been able to deliver on that because
we've never allowed ourselves to grow too big too quickly."
Which of the following would be classified as an opportunity in a SWOT analysis of
Fun-Spot?
A) A rival amusement park announces plans to open three new rides next season.
B) A new luxury hotel is being constructed in the area, with the aim of attracting more
high-spending families on vacation.
C) Ron and Gail have paid off the mortgage on Fun-Spot, significantly reducing their
monthly expenses.
D) Fun-Spot employees tend to be enthusiastic and young, projecting an image of fun
and vitality.
E) Fun-Spot plans to further diversify its offerings by beginning a two-week summer
camp for elementary school students.
Which of the following is an external factor that affects pricing decisions in a company?
A) the company's overall marketing strategy
B) the nature of the market
C) the organizational objectives of the company
D) elements of the company's marketing mix
E) the annual advertising budget of rival firms
Maytag's front-loading Neptune washer provides superior cleaning and energy
efficiency. The Neptune washer is an example of a ________ product.
A) deficient
B) pleasing
C) salutary
D) desirable
E) nondurable
How do integrated marketing communications build brand identity?
When is it advisable to predominantly use sales promotions in a promotion mix?
A marketer has selected a single city in which to conduct a test market. What can be
concluded from this choice of a single-city test market?
What are the various issues that are covered under environmentalism?
What is product position? What functions do perceptual positioning maps serve?
Explain the methods of evaluating the performance of a sales force. Why is the
evaluation of a company's sales force considered necessary?
How do primary data differ from secondary data?
Describe types of products that are selectively distributed and provide examples.
What type of strategy should a company use to manage its cash cows?
Sensenig Propeller manufactures replica antique wooden airplane propellers. In the
process of production, the company generates a great deal of scrap hardwood. How can
using by-product pricing benefit the company?
