Unsought products are products that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort.
Electronic data interchange (EDI) is the digital exchange of data between organizations,
which primarily is transmitted via the Internet.
A non-corporate VMS integrates successive stages of production and distribution under
single ownership.
Most companies prefer to compete against strong competitors.
Marketing researchers can conduct their own searches of secondary data sources by
using mail questionnaires and interviewing individuals.
A company’s mission should be stated as making more sales or profits.
Gender segmentation has long been used in clothing, cosmetics, toiletries, and
magazines.
Rich media ads are text-based ads and links that appear alongside search engine results
on sites such as Google, Yahoo!, and Bing.
The goal of a “blue ocean strategy” is to make competition more relevant.
The buying center is a fixed and formally identified unit within the buying organization.
A ________ is a group of products that are closely related because they function in a
similar manner, are sold to the same customer groups, are marketed through the same
type of outlets, or fall within given price ranges.
A) product line
B) line extension
C) private brand
D) multibrand
E) new brand
A public relations firm tailors its advertising and promotional services according to the
needs and preferences of specific customers. This exemplifies ________.
A) trigger-based marketing
B) mass marketing
C) segmented marketing
D) individual marketing
E) concentrated marketing
Sparex Inc., is a manufacturer of metal bolts that are used by Boilex Inc., to
manufacture heavy machineries. In this instance, Sparex acts as a ________.
A) financial intermediary
B) supplier
C) retailer
D) customer
E) local public
Which among the following generational groups is most fluent and comfortable with
digital technology?
A) Generation X
B) Millennials
C) Baby Boomers
D) Silent Generation
E) Lost Generation
________ refers to the practice of continually changing consumer concepts of
acceptable styles to encourage more and earlier buying.
A) Perceived obsolescence
B) Technological obsolescence
C) Bait-and-switch advertising
D) Functional obsolescence
E) High-pressure selling
Each competitor has a mix of objectives. The company wants to know the relative
importance that a competitor places on all of the following EXCEPT ________.
A) company history
B) current profitability
C) market share growth
D) cash flow
E) technological leadership
________ means adjusting the marketing strategy and mix elements to each
international target market.
A) Standardized global marketing
B) Ambush marketing
C) Adapted global marketing
D) Mass marketing
E) Whole channel viewing
Vidal Sassoon shampoos contain different amounts of scent according to the country in
which they are sold. This is an example of ________.
A) straight product extension
B) product invention
C) product adaptation
D) communication adaptation
E) standardized global marketing
According to the Boston Consulting Group approach, ________ serves as a measure of
company strength in the market.
A) relative market share
B) product development
C) market diversification
D) product attribute
E) market segmentation
The buying decision process starts with ________, in which the buyer spots a problem.
A) need recognition
B) information search
C) impulse purchases
D) buyer’s remorse
E) alternative evaluation
Tristan and Juliet, a newly married couple who intend to go to Egypt for their
honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they
have never seen Europe or used the services of Jizo before, they were largely dependent
on other customers’ feedback and signals for service quality. Which of the following
characteristics of service is highlighted in this instance?
A) service intangibility
B) service inseparability
C) service variability
D) service perishability
E) service distinction
Greener-grass Inc. is a lawn care company providing landscaping and lawn
maintenance services to customers in and around Kansas City. The marketing team at
Greener-grass carefully tracks the moves of competing companies, watching for
shifting strategies and new promotions. The marketing team is also in constant touch
with customers, using surveys and other feedback methods to find out what kind of
services customers value the most. Greener-grass is most accurately described as having
a ________ orientation.
A) market
B) product
C) customer
D) competitor
E) leadership
Ramona Adams, a marketing manager working in an American firm, is about to test the
hypothesis that the sale of a particular product will increase exponentially if there is a
$5 drop in the selling price of the product. Ramona is involved in ________ research.
A) exploratory
B) descriptive
C) causal
D) constructive
E) ethnographic
A(n) ________ consists of people and procedures dedicated to assessing information
needs, developing the needed information, and helping decision makers use the
information to generate and validate actionable customer and market insights.
A) enterprise planning system (EPS)
B) enterprise information system (EIS)
C) marketing information system (MIS)
D) corporate performance management (CPM)
E) geographic information system (GIS)
A market challenger that matches the competitor’s product, advertising, price, and
distribution efforts is most likely ________.
A) creating multiple niches
B) pursuing an indirect attack
C) launching a full frontal attack
D) exiting from the current market
E) implementing a blue ocean strategy
Which of the following is most likely gained by stores that cluster together?
A) decreased competition
B) increased customer pulling power
C) compliance with franchise agreements
D) creation of retailer cooperatives
E) standardization of the service mix
The ________ was established by the Direct Marketing Association.
A) Privacy Promise to American Consumers
B) Trusted Email Open Standard
C) Children’s Online Privacy Protection Act
D) CAN-SPAM legislation
E) Do Not Call Registry
Which of the following was a result of the Uruguay Round of global WTO trade talks?
A) It increased the world’s remaining merchandise tariffs by 30 percent.
B) It minimized the international protection of copyrights, patents, and trademarks.
C) It extended the WTO to cover trade in agriculture and a wide range of services.
D) It established the NATO for purposes of collective security.
E) It established the EU to reduce tradebarriers and increase cooperation among its
members.
What is a strategic business unit (SBU)?
How have large retailers such as Walmart changed the dynamics of partnering with
resellers?
Discuss the ways in which critics accuse marketing of harming the consumer.
A company has four choices when it comes to developing brands. Describe them.
What factors are assessed in test marketing?