Which of the following is generally regarded as the toughest issue of public policy and
ethics confronting the direct marketing industry?
A) customization of search results
B) unwanted e-mail spam
C) invasion of consumer privacy
D) increasing costs of browsing
E) restrictions on digital offers and discounts
Indigo, a company that manufactures electric chimneys, is based in the country of
Terrania. Indigo aims to increase its sales by increasing advertising efforts and
undertaking frequent promotional events. Which of the following strategies is Indigo
using in this scenario?
A) market penetration
B) market development
C) downsizing
D) diversification
E) product development
GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle
headlamps and brake lights. After searching trade directories, GenX invites five
different suppliers to make formal presentations about how their solutions can create
greater value for GenX than competing solutions. GenX is currently in the ________
stage of the business buying process.
A) problem recognition
B) general need description
C) product specification
D) supplier search
E) proposal solicitation
Fox Scully received an e-mail promoting a new financial services institution that offers
surprisingly low mortgage rates. The e-mail asked customers to provide their address,
date of birth, Social Security number, and current mortgage information in order to
receive a free loan quote. Suspicious of the offer, Fox researched the company and
discovered that the e-mail was fraudulent. This is an example of ________.
A) cold calling
B) phishing
C) crowdsourcing
D) data mining
E) viral marketing
Which of the following is true of mobile marketing?
A) Few American adults today own a smartphone.
B) A smartphone is a highly impersonal medium with a low scope for engagement.
C) Marketers use mobile channels to stimulate immediate buying.
D) Mobile marketing is a traditional marketing method.
E) Mobile marketing is the slowest-growing digital marketing platform.
________ is the degree to which an innovation fits the values and experiences of
potential consumers.
A) Relative advantage
B) Divisibility
C) Complexity
D) Compatibility
E) Communicability
Which of the following criteria provides a measure of market attractiveness in the
Boston Consulting Group approach?
A) relative market share
B) market sentiment
C) return on marketing investment
D) market growth rate
E) brand image
Consumer products that the buyer either does not know about or knows about but does
not normally consider buying are referred to as ________ products.
A) convenience
B) unsought
C) specialty
D) shopping
E) industrial
________ distribution gives producers good market coverage with more control and
less cost than does intensive distribution.
A) Vertical
B) Selective
C) Horizontal
D) Comprehensive
E) Inclusive
Omni Healthcare’s analgesic drug Cetaprin has a 40% share in the analgesics market in
the country of Terrania. Its closest competitor, Febex, has a 25% share in the market,
while four other analgesic brands split the remainder. Which statement indicates that
Cetaprin is a cash cow according to the BCG matrix?
A) Omni Healthcare often takes money from other strategic business units to support
Cetaprin.
B) A customer survey shows that Cetaprin users do not prefer it to other analgesics in
the market.
C) The demand for analgesic drugs in the Terranian market is expected to remain stable.
D) Febex is rapidly gaining market share over Cetaprin due to aggressive marketing
efforts.
E) The Terranian market for healthcare products is expanding rapidly.
Which of the following is most likely a true statement about the technological
environment of a firm?
A) Every new technology makes an older technology obsolete.
B) Product safety laws decrease the time taken to introduce new technologies to the
market.
C) New technologies fail to create many new opportunities in the marketplace.
D) The technological environment of a firm remains constant over time.
E) New product regulations typically reduce a firm’s research costs.
When customers don’t know what they want or don’t even know what’s possible, the
most effective strategy is ________ marketing.
A) customer-driven
B) customer-driving
C) societal
D) functional
E) product
Erica Jenson has a limited budget to conduct a market research. Which of the following
research approaches would provide Erica with the most cost-effective way to reach a
large number of respondents in a short period?
A) telephone surveys
B) personal interviews
C) Internet-based surveys
D) mail surveys
E) focus group interviews
Primary data can usually be obtained more quickly and at a lower cost than secondary
data.
Under management contracting, a domestic firm ________.
A) adopts management know-how from a foreign company
B) manufactures the products of a foreign company
C) exports its products to a foreign company
D) provides financial capital to a foreign company
E) exports management services to a foreign company
Which of the following is the second step of the marketing research process?
A) reporting the research findings
B) developing the research plan
C) implementing the research plan
D) defining the research problem
E) defining the research objectives
Which kind of marketing involves sending an offer, announcement, reminder, or other
item to a person at a particular postal address?
A) kiosk marketing
B) direct digital marketing
C) mass marketing
D) direct-mail marketing
E) telephone marketing
Which of the following is an example of licensing?
A) DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all
Z-Elex’s products under the DMX brand name.
B) Berry, a fruit juice company, uses a well-known cartoon character to promote the
company’s line of children’s products and pays the creator of the cartoon character a fee.
C) XLC, a sporting goods firm, sponsors a number of top athletes in various sports and
also hosts the XLC Sporting Achievement Awards.
D) ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer,
to introduce ZetaVita, an energy drink.
E) Mason’s, a retail chain, sells a number of different products from different
manufacturers under the brand name Mason’s.
Clenzo is a company that provides house cleaning services in major urban and suburban
areas. Marketers at Clenzo developed a short, humorous video promoting the company’s
services and hope that customers who see the video will be so entertained that they will
pass the video on to their friends and colleagues. The marketers at Clenzo are using
techniques to facilitate ________.
A) direct-mail marketing
B) viral marketing
C) catalog marketing
D) contextual advertising
E) display advertising
Which of the following types of marketing involves creating opinion leaders to serve as
brand ambassadors to spread the word about a company’s products?
A) social marketing
B) traditional marketing
C) buzz marketing
D) direct marketing
E) values marketing
Which of the following is true of advertising in the new marketing communications
model?
A) Advertisers are increasingly shifting toward digital media.
B) Advertisers are spending more on broadcast advertising.
C) Advertisers are finding traditional media less expensive.
D) Advertisers are using less targeted media to reach customers.
E) Advertisers have replaced print catalogues with digital versions.