Kimberly’s Crown sells and designs jewelry. Despite the jewelry’s popularity, products
are available only through a few shopping stores across the country.
When one of the stores complains that the jewelry they’re being given is inferior to the
jewelry Kimberly sells to other stores, Kimberly experiences ________ conflict.
A) horizontal
B) multitiered
C) vertical
D) intensive
E) subjective
Leicestershire Renovations has a history of problems with customers who do not pay
their bills on time. Leicestershire Renovations wants to improve its cash situation,
reduce bad debts, and reduce credit-collection costs. Which of the following forms of
pricing would most likely help the firm achieve its goal?
A) by-product pricing
B) zone pricing
C) cash discounts
D) product bundling
E) quantity discounts
Giant Beanstalks is a company based in Maryland which processes and cans vegetables.
It has contracts with several large farms in Riverdale, 80 miles away from the factory,
that agree to sell their produce to Giant Beanstalks. The company’s products are
available to the public only through Greenleaf, a grocery chain with 38 stores in the
country.
Which of the following modes of transport should Roland choose to transport the
unprocessed vegetables from Riverdale’s farms to the Giant Beanstalks’ factory quickly
and with minimum cost?
A) air carrier
B) pipeline
C) truck
D) oil tanks
E) airtunnels
Kodak’s film business didn’t lose out to direct competitor Fujifilm; it lost out to Sony,
Canon, and other digital camera makers, along with a host of digital image developers
and online image sharing services. This is an example of ________.
A) a blue ocean strategy
B) competitor backlinking
C) self-competition
D) competitor myopia
E) marketing myopia
In CRM, ________ techniques are used to sort through data and locate useful findings
about customers.
A) data warehousing
B) data mining
C) niche marketing
D) data conservancy
E) mass marketing
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
At Comfort Homes, a manufacturer of furniture and home accessories, the global
operating units report directly to the chief executive instead of a head of an
international division. The company recruits management from many countries and
buys components and supplies where they cost the least. Comfort Homes is most
accurately classified as a(n) ________.
A) direct exporter
B) geographical organization
C) international subsidiary
D) global organization
E) world product group
In the ________ stage of the buying process, the alert business marketer can help the
buyers define their needs and provide information about the value of different product
characteristics.
A) problem recognition
B) general needs description
C) supplier search
D) supplier selection
E) order-routine specification
Which of the following is true of product bundle pricing?
A) It promotes the sale of products that consumers might not otherwise buy.
B) It is used to set prices across an entire product range based on customer evaluations.
C) It forces customers to buy product parts that are only compatible with the main
product.
D) It results in companies making fewer-though more profitable-sales.
E) It involves pricing the main product low and setting high markups on the supplies.
Which of the following statements is true about the recession that began in 2008?
A) The economic crisis caused a short-term change in consumers’ spending habits.
B) The average home value increased after the stock market plunge.
C) Decreasing energy prices provided consumers with unexpected savings.
D) Consumers brought spending more in line with their incomes.
E) Consumers quickly regained confidence in the economy.
Most clients of Second Avenue have learned about the store through word-of-mouth
communication. This small retailer of quality secondhand children’s clothing thrives on
the sale of a vast inventory of children’s clothing placed there on consignment.
“Because small children grow so quickly,” Second Avenue’s owner commented, “they
often outgrow many of their clothes before they’ve hardly been worn!”
Second Avenue provides a way for people to sell their children’s clothing, earn a few
dollars, and buy the next larger size. “We’re extremely picky about the condition of the
clothing we stock,” the owner stated, “but we sell most items at a 60 percent discount.”
The owner of Second Avenue wants to establish a community clothing drive to collect
clothes for a local children’s shelter. The owner is planning to set up collection barrels
outside Second Avenue. In this case, which of the following public relations tools is
being used by the owner?
A) press relations
B) product publicity
C) lobbying
D) development
E) public affairs
________ involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning
A large retailer of home improvement and construction products offers “how-to” classes
for do-it-yourselfers, featuring instructions on how to complete home improvement
projects using products sold at its stores. This is an example of how the retailer has
differentiated itself through its ________.
A) product assortment
B) services mix
C) segmentation
D) atmosphere
E) pricing
Rudolf Technologies Inc. decided to enter the automobile service market. Consequently,
it decided to procure the tools and machines required for servicing cars from a reputed
supplier. Rudolf Technologies is facing ________.
A) a new task situation
B) a modified rebuy situation
C) negative competition
D) the need to outsource its primary service offering
E) the pressure to diversify its market
Which of the following is a result of a significant increase in the number of women in
the workforce?
A) increase in the consumption of convenience foods
B) decrease in the number of vacation trips planned and booked by women
C) increase in the number of single income households among couples
D) decrease in the demand for consumer goods
E) decrease in the demand for financial services
Lower costs in the form of cheaper labor or raw materials, foreign government
investment incentives, freight savings, and the opportunity to improve the company
image are the factors that would most likely lead a company to enter a foreign market
using the market entry strategy of ________.
A) direct exporting
B) licensing
C) management contracting
D) indirect exporting
E) direct investment
Which of the following is true with regard to a market segment?
A) A market segment consists of consumers with dissimilar needs and preferences.
B) A market segment consists of consumers who respond in a similar way to a given set
of marketing efforts.
C) Very few markets have segments.
D) Dividing the market into segments decreases the efficiency of the selling process.
E) Dividing the market into segments reduces composite demand.