In a(n) ________ marketing system, leadership over production and distribution is
assumed through the size and power of one or a few dominant channel members.
A) direct
B) contractual vertical
C) horizontal
D) corporate vertical
E) administered vertical
Environmentalists assert that the marketing system’s goal should be to maximize
________.
A) gross domestic product
B) consumer satisfaction
C) life quality
D) consumer choice
E) consumption
Dividing a market into several sections of customers is known as ________.
A) mass customization
B) market positioning
C) market segmentation
D) value engineering
E) undifferentiated marketing
Which of the following is an industrial product categorized under supplies and
services?
A) coal
B) wheat
C) lumber
D) elevator
E) generator
Which of the following is an industrial product categorized under materials and parts?
A) factory
B) cement
C) generator
D) lubricant
E) coal
Eric Dylan is the marketing director of a charity that raises funds to help provide
educational services to children and families in developing countries. Eric targets a
selective market of individuals who have recently donated to international charities by
sending letters with charity information and donation instructions. Eric uses ________
in this scenario.
A) direct-mail marketing
B) mass marketing
C) telephone marketing
D) digital marketing
E) kiosk marketing
Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural
ingredients, the products are hypoallergenic. Silkskin is selling the products in specially
designed tubes that make application easier. Which of the following is a core customer
value for Silkskin’s line of eye makeup?
A) the natural ingredients
B) the Silkskin brand
C) the products’ revolutionary packaging
D) the hypoallergenic properties of the products
E) the desire for having beautiful eyes
In which of the following stages of the buyer decision process does a consumer
compare multiple products with similar attributes?
A) alternative evaluation
B) need recognition
C) information search
D) purchase decision
E) postpurchase behavior
Becca wants to buy a new coat. She asks her friends to recommend a store and/or a
style of coat. She looks for sale advertisements for coats in newspapers and also visits
nearby stores to check if she can find something in her budget. In this case, Becca is
most likely in the ________ stage of the buyer decision process.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision
________ represent buyers or sellers on a more permanent basis than brokers.
A) Distributors
B) Franchisees
C) Agents
D) Retailers
E) Manufacturers
Which of the following will most likely be included in the “price” component of a
company’s marketing mix?
A) packaging
B) sales promotion
C) brand name
D) inventory
E) discounts
Which of the following would most likely use informal research methods to obtain
marketing insights?
A) multinational firms
B) pharmaceutical firms
C) brick-and-mortar companies
D) not-for-profit organizations
E) family-owned businesses
Which of the following is an internal source of new product ideas for a company?
A) trade magazines
B) marketing research firms
C) government agencies
D) competitor’s ads
E) intrapreneurial programs
Which of the following is true about joint venturing?
A) Management contracting is highly risky for the domestic firm.
B) Contract manufacturing gives significant control to the domestic firm.
C) Licensing is a highly complex method for entering global markets.
D) A host country partner is necessary for selling or marketing products.
E) Companies are required to invest in the construction of foreign-based facilities.
Marketing the same product to a huge customer base without any customization is
referred to as ________.
A) mass marketing
B) differentiated marketing
C) niche marketing
D) local marketing
E) individual marketing
In a territorial sales-force structure, each salesperson is assigned to an exclusive
geographic area and sells the company’s full line of products or services to all
customers in that area.
BritWay Ventures, a leading producer of soft drinks, is considering a differentiated
marketing strategy. It is most likely important that the company weighs increased sales
against ________ before selecting this strategy.
A) decreased production
B) increased demand
C) increased costs
D) decreased prices
E) increased profits
Information collected from online databases on the Internet is an example of ________
data.
A) primary
B) secondary
C) first-hand
D) experimental
E) ethnographic