Harris Brown, the marketing manager at a small retail chain, wants to assess his firm’s
strengths, opportunities, weaknesses, and threats. Which of the following would be best
suited for his purpose?
A) SWOT analysis
B) cluster analysis
C) portfolio analysis
D) regression analysis
E) Porter’s five forces analysis
Answer:
Morrill Motors splits the United States of America into 10 sales regions. Within each of
those regions, the company has separate sales personnel selling the company’s full line
of products. Morrill Motors uses a ________ sales force structure.
A) territorial
B) complex
C) customer
D) product
E) market
Answer:
________ are groups to which an individual wishes to belong, as when a young
basketball player hopes to play someday for the Los Angeles Lakers.
A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Subcultures
E) Reference groups
Answer:
________ is the product life cycle period when sales fall off and profits drop.
A) Introduction
B) Growth
C) Maturity
D) Decline
E) Product development
Answer:
Companies that plan to implement ________ develop innovative sets of environmental
skills and capabilities.
A) product stewardship
B) a sustainability vision
C) pollution prevention
D) a new clean technology
E) a DFE practice
Answer:
The production concept and the product concept are marketing management
orientations that are more likely to lead to marketing myopia.
Answer:
SparkClean is a company that specializes in producing cleaning products for
automobiles. In order to promote its products, SparkClean sends a complimentary
sample of its products to auto enthusiasts. Which form of marketing is SparkClean
involved in?
A) online marketing
B) viral marketing
C) telemarketing
D) kiosk marketing
E) direct-mail marketing
Answer:
________ allowances are payments or price reductions that reward dealers for
participating in advertising and sales support programs.
A) Promotional
B) Trade-in
C) Segmented
D) Functional
E) Dynamic
Answer:
Double Drill Inc. segments its foreign markets by per capita income. This firm
segments the international markets based on ________.
A) political factors
B) legal factors
C) geographic location
D) economic factors
E) cultural factors
Answer:
Growing Green, a U.S. company that markets organic and environmentally friendly
gardening and landscaping supplies and equipment, wants to expand the business
internationally. Growing Green managers are currently examining the rules imposed by
the WTO and the agreements made by NAFTA and the EU. In which stage of the
international marketing process is Growing Green?
A) deciding on the global pricing strategies
B) deciding which markets to enter
C) deciding how to enter the market
D) deciding on the global marketing program
E) looking at the global marketing environment
Answer:
Marketers respond to charges of high advertising and promotion costs that
unnecessarily increase retail prices, by arguing that advertising and promotion
________.
A) support consumerism
B) standardize the product
C) add quality to the product
D) provide information about a product
E) help increase competition in the market
Answer:
Which of the following is a type of industrial structure?
A) marketing economies
B) subsistence economies
C) laissez-faire economies
D) capitalistic economies
E) socialistic economies
Answer:
Which message execution style depicts average people using a product in an everyday
setting?
A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence
Answer:
The marketing concept takes a(n) ________. It starts with a well-defined market,
focuses on customer needs, and integrates all the marketing activities that affect
customers.
A) outside-in perspective
B) product-centered make-and-sell philosophy
C) inside-out perspective
D) consumer-generated marketing approach
E) telling-and-selling approach
Answer:
Which of the following is true of the baby boomers?
A) They tend to see themselves as far older than they actually are.
B) They represent a rapidly shrinking market for new housing and home remodeling.
C) They are long past their peak earning and spending years.
D) They control an estimated 70 percent of the United States’ disposable income.
E) They have utter fluency and comfort with digital technology.
Answer:
Which of the following is most likely true about international research?
A) The availability of good secondary data makes international research rewarding.
B) The costs of conducting international research are much higher than the benefits
offered.
C) Technology enables customer responses to be translated quickly and accurately.
D) Costly international research is necessary if firms want to succeed in foreign
markets.
E) Interpretations of data are fairly consistent among different countries.
Answer:
Jeremy’s, a handbag manufacturer in Lower Manhattan, procures a large stock of
leather in anticipation of brisk sales of handbags during December. This is an example
of a(n) ________ demand.
A) composite
B) derived
C) primary
D) latent
E) inelastic
Answer:
Which of the following is true with regard to the diversity segment of U.S. adults with
disabilities?
A) Most individuals with disabilities are active consumers.
B) The market represented by U.S. adults with disabilities is smaller than that
represented by African Americans or Hispanics.
C) The diversity segment, U.S. adults with disabilities, is a rather unattractive segment
for the tourism industry.
D) The annual spending power of U.S. adults with disabilities is less than $100 billion.
E) Most companies are reluctant to reach out to consumers with disabilities.
Answer:
Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She
actively shares her knowledge with a wide group of friends and colleagues about where
to shop for the latest fashion at great deals. Most of her friends and colleagues follow
her fashion tips. Rachel portrays the image of a(n) ________.
A) surrogate consumer
B) lagging adopter
C) opinion leader
D) brand personality
E) social networker
Answer:
With which of the following strategies would a company give only a limited number of
dealers the right to distribute its products in their territories?
A) exclusive distribution
B) extensive distribution
C) moderate distribution
D) primary distribution
E) intensive distribution
Answer:
While collecting sensitive customer data, market researchers should adhere to all of the
following guidelines EXCEPT ________.
A) asking only for the information needed
B) using information responsibly to provide value
C) providing respondents with the research firm’s contact information
D) sharing information without the customer’s authorization
E) explaining to respondents how the information will be used
Answer:
In return for participating in Honda advertising and sales support programs, Honda
dealerships are rewarded with payments or price reductions, which are known as
________.
A) seasonal discounts
B) functional allowances
C) cash discounts
D) promotional allowances
E) trade-in allowances
Answer:
Companies often fail to integrate their various communications to consumers because
________.
A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact
Answer:
According to Freud, a person’s buying decisions are primarily affected by ________.
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives
Answer:
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
Answer:
Since secondary data provide a good starting point for research and often help define
problems and research objectives, companies do not need to collect primary data.
Answer:
At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and
marketing department tend to have disagreements when things go wrong with a
customer. The marketers blame the salespeople for poorly executing their strategies,
while the salespeople blame the marketers for being out of touch with customers.
Which of the following steps should upper management at Price & Wallace take to help
bring the sales and marketing functions closer together?
A) establish a customer sales force structure and make sure that sales quotas are easily
achievable
B) establish a complex sales force structure
C) emphasize traditional methods of selling
D) adopt a sales force automation system and implement team selling
E) appoint a high-level marketing executive to oversee both marketing and sales
Answer:
A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an
example of ________.
A) broadcasting
B) buzz marketing
C) narrowcasting
D) media multitasking
E) personal selling
Answer:
Fifty percent of the market is in the hands of Company A, 30 percent is in the hands of
Company B, 15 percent is in the hands of Company C, and the remaining 5 percent is in
the hands of Company D. Based on these hypothetical numbers, Company D is the
market ________.
A) leader
B) challenger
C) follower
D) nicher
E) maven
Answer:
A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up
e-mailboxes.
A) catalog
B) podcast
C) spam
D) tweet
E) blog
Answer:
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists
and encourages them to distribute these samples to their patients and to inform the
patients about advantages of using Crest. The manufacturer of Crest toothpaste is using
________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
E) a vertical diversification strategy
Answer:
Cameron loves to own and be up-to-date on the latest technological gadgets available in
the market. Among his friends, he is always the first to own the latest electronic
gadgets. He loves trying out new products before others. Cameron most likely belongs
to the ________ adopter group.
A) innovator
B) surrogate consumer
C) late mainstream
D) early mainstream
E) lagging
Answer:
________ describes changes in an individual’s behavior arising from experience.
A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention
Answer:
Dell produces and delivers PCs of competitive quality at lower costs. The company
constantly aims to achieve low production and distribution costs to win a large market
share. Dell utilizes a(n) ________ strategy very effectively.
A) overall cost leadership
B) differentiation
C) focus
D) blue ocean
E) market segmentation
Answer:
From an industry point of view, Universal Pictures film studio might see its competition
as ________.
A) West End theatre
B) Columbia Pictures
C) Tomorrowland
D) Summerfest
E) HarperCollins
Answer: