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A person's occupation has no effect on the goods and services they buy.
The job of a chief listening officer is to sift through online customer conversations and
pass along key insights to marketing decision makers.
In the business buying process, business buyers determine which products and services
their organizations need to purchase .
The four Cs concept adopts the buyer's view of the market.
Kiosk marketing features marketing messages and promotions delivered to on-the-go
consumers through their mobile devices.
Among the generational groups in U.S population, the ________ are still the wealthiest
generation in U.S. history.
A) baby boomers
B) Generation Xers
C) Millennials
D) echo boomers
E) Silent Generation
Jane, a home-maker, regularly posts new entries on her popular blog. She often reviews
consumer products that she uses during the course of her day and then writes blogs
about them. Her blogs are popular among other home-makers. Many of them buy
products that Jane blogs about. Which major online marketing domain is illustrated
from this example?
A) C-to-B
B) C-to-C
C) B-to-C
D) G-to-B
E) B-to-G
Electrowhip, a company that manufacturers blenders and electric whisks, has decided to
use a market-penetration pricing strategy. Which of the following, if true, proves their
decision to be a wise one?
A) Electrowhip's competitors utilize social media for marketing their products.
B) Electrowhip sells products whose image and quality support high prices.
C) Electrowhip operates in a market with many competitors.
D) Electrowhip does not operate in a price sensitive market.
E) Electrowhip's products are intended to appeal to the elite in society.
Audience quality, audience engagement, and editorial quality are most likely to be
considered when a media planner ________.
A) decides on media timing
B) selects an execution style
C) selects a media vehicle
D) evaluates return on investment
E) measures the communication effects of an advertisement
________ involves setting prices based on the costs for producing, distributing, and
selling the product plus a fair rate of return for effort and risk.
A) Value-based pricing
B) Competition-based pricing
C) Cost-based pricing
D) Penetration pricing
E) Break-even pricing
Which of the following is true about the concentrated marketing strategy?
A) Companies that rely on a few segments for all of their business will suffer if a
segment turns sour.
B) Concentrated marketing is not profitable for most firms.
C) Niche marketing involves few risks for most firms.
D) Concentrated marketing involves going after a small share of a large market.
E) The Internet has limited the use and benefits of niche marketing.
The innovation management system approach yields two favorable outcomes: it helps
create an innovation-oriented company culture, and it ________.
A) clearly assigns responsibility for the process to a single department
B) yields a larger number of new-product ideas
C) guarantees successful products
D) frees up senior management time
E) requires less budget support
Teen Mania Inc., a company marketing adventure sports merchandise for teenagers,
targets the world's teenagers, who have similar needs and buying behavior even though
they are located in different countries. Which of the following market segmentation is
evident here?
A) income segmentation
B) psychographic segmentation
C) gender segmentation
D) intermarket segmentation
E) occasions segmentation
An appeal which 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
Which of the following involves computerized, digitized sales force operations that let
salespeople work more effectively anytime, anywhere?
A) SWOT analysis
B) BCG matrix
C) digital marketing system
D) sales force automation system
E) field service management system
Omega Inc. makes lightweight sunglasses with 100-percent UV protection for people
who love to hunt, hike, and ride bikes. The company's long-term plans include the
development of lenses that, in addition to protecting users from UV rays, would help
reduce lens spotting through effective water-sheeting methods. This new feature would
be valuable to people who fish. Given the rising popularity of recreational fishing in the
United States, Omega products clearly have a huge market potential. In terms of a
SWOT analysis, Omega has recognized a market ________.
A) weakness
B) strength
C) threat
D) opportunity
E) challenge
Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced
further for increased consumer affordability. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
________ are facing slow sales growth because of slower population growth, increased
competition, and the rapid growth of out-of-home eating.
A) Warehouse clubs
B) Off-price retailers
C) Discount stores
D) Supermarkets
E) Factory outlets
The early ________ cut expenses by offering few services and operating in
warehouse-like facilities in low-rent, heavily traveled districts.
A) department stores
B) hypermarkets
C) discount stores
D) supermarkets
E) full-service retailers
Critics charge that promotion adds only ________ to the product.
A) functional value
B) psychological value
C) moderate value
D) strategic value
E) qualitative value
When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
Often, international researchers must collect their own primary data because ________.
A) reliable secondary data is both scarce and difficult to find
B) information from commercial online databases is unreliable
C) it is cheaper to obtain primary data than secondary data
D) it is easier to obtain primary data than secondary data
E) it is illegal in some countries to track customer data
________ refers to the stage of the business buying process in which the buying
organization decides on and specifies the best technical product characteristics for a
needed item.
A) Performance review
B) General needs description
C) Product development
D) Proposal solicitation
E) Product specification
In its advertisements, Timex promotes its affordable and sturdy watches. Fossil
emphasizes style and fashion in its advertisements, and Rolex stresses luxury and
status. These are all examples of ________ appeals.
A) rational
B) reminder
C) believable
D) entertainment
E) distinctive
Why might the Hispanic American market be a viable targeted group for a new
marketer of products?
Why should mission statements be market oriented instead of product or technology
oriented?
What is high-low pricing?
In what way does the government regulate pricing?
What are the desirable qualities for a brand name?
