Public relations can have a strong impact on public awareness at a much lower cost than
advertising can.
Sales promotions constitute the interpersonal arm of the promotional mix.
From a producer’s point of view, a greater number of levels in a supply chain means less
control and greater channel complexity.
Through consumer-generated marketing, consumers themselves are playing a bigger
role in shaping their own brand experiences and those of others.
Many SBUs start out as stars and move into the question mark category if they succeed.
Once the research problems and objectives have been defined, researchers must
determine the exact information needed.
iTV lets viewers interact with television programming and advertising using their
remote controls.
Consumers within a social class tend to exhibit similar buying behaviors.
Niche marketing offers smaller companies an opportunity to compete by focusing their
limited resources on serving niches that may be unimportant to or overlooked by larger
companies.
An independent logistics provider that performs all of the functions required to get a
client’s product to market is known as a third-party logistics (3PL) provider.
The presence of large national chain stores in low-income neighborhoods would most
likely help to keep prices down.
A firm uses ________ when it charges a high, premium price for a new product with the
intention of reducing the price in the future.
A) market-skimming pricing
B) target costing
C) deceptive pricing
D) market-penetration pricing
E) predatory pricing
The difference between direct and indirect exporting is that indirect exporting involves
________.
A) higher risks
B) self-handling of exports
C) greater returns
D) more product alterations
E) less investment
Store brands are also known as ________ brands.
A) national
B) manufacturer’s
C) private
D) extended
E) licensed
Which of the following is most likely a characteristic of Generation Xers?
A) They were the first group to grow up in the Internet era.
B) They comprise a considerably larger population than the baby boomers.
C) They prefer quantity over quality of products.
D) They are the least educated generation to date.
E) They are generally unreceptive to ad pitches that make fun of tradition.
Which of the following is most likely a financial public?
A) community organization
B) minority group
C) corporate attorney
D) stockholder
E) newspaper
Which of the following is a drawback of using blogs as a marketing medium?
A) Advertising on a blog is typically very expensive.
B) It is difficult to use blogs to reach highly targeted audiences.
C) The content of a blog is difficult to control.
D) A company cannot have more than one blog.
E) Blogs do not provide the kind of personalized medium that today’s marketers want.
________ is a management approach that involves developing strategies that both
support the ecological balance and produce profits for the company.
A) Consumerism
B) Quasi-environmentalism
C) Environmental sustainability
D) Materialism
E) The marketing concept
Firms that manufacture seasonal products target their consumers primarily through
________ segmentation.
A) psychographic
B) demographic
C) income
D) occasion
E) age and life-cycle
Kola, a leading soft drink manufacturer, has recently forayed into the Middle East
markets. Based on its research that consumers in the Middle East prefer sweeter drinks,
it is manufacturing soft drinks with extra sugar to meet the local requirements. In this
scenario, Kola is using a(n) ________ strategy to market its product.
A) communication adaptation
B) undifferentiated marketing
C) straight product extension
D) product invention
E) product adaptation
A brand’s ________ is the set of benefits that it promises to deliver to consumers to
satisfy their needs.
A) dominant effect
B) fringe benefit
C) perquisite
D) value proposition
E) dividend yield
Which of the following has resulted from the increased educational levels of the U.S.
population?
A) lower acceptance of technological changes
B) greater job growth for professional workers
C) higher number of manufacturing jobs
D) lower mobility of the U.S. population
E) lower number of women in the workforce
Which term refers to the activities a person is expected to perform according to the
people around him or her?
A) motive
B) role
C) cue
D) status
E) attitude
________ are minor stimuli that influence where, when, and how a person responds to
an idea.
A) Cues
B) Drives
C) Motives
D) Needs
E) Attitudes
Which of the following is most likely true of a product in the maturity stage of the
product life cycle?
A) Sales are zero, and the company’s investment costs mount.
B) New competitors enter the market.
C) A slowdown occurs in sales growth.
D) Sales increase with decreasing competition.
E) New distribution channels are acquired.
Companies are likely to gain ________ through speedy, convenient, or careful delivery
of products.
A) price differentiation
B) product differentiation
C) channel differentiation
D) services differentiation
E) people differentiation
________ refers to the activities involved in selling products or services directly to final
consumers for their personal, nonbusiness use.
A) Sole sourcing
B) Retailing
C) Manufacturing
D) Procurement
E) Warehousing
Wholesalers most likely discourage less-profitable customers by ________.
A) increasing product promotions
B) carrying exclusive product lines
C) overseeing inventory control systems
D) adding service charges to small purchase orders
E) requiring smaller orders to lower transportation costs
The citizen-action publics in a company’s marketing environment include ________.
A) employees and managers of the company
B) stockholders and investment analysts
C) government trade agencies
D) environmental groups
E) news channels
A company should avoid high-pressure selling if it wants to ________.
A) achieve short-term gains
B) move a previous year’s product models
C) comply with local and federal laws
D) build long-term relationships with customers
E) maintain an accurate customer database
When compared to merchant wholesalers, brokers and agents ________.
A) perform greater functions
B) do not take title to goods
C) deal only in services and not products
D) do not engage in any negotiation of wholesale deals
E) rarely specialize in one product category or customer type
In which step of the selling process does a salesperson or company identify qualified
potential customers?
A) demonstration
B) preapproach
C) prospecting
D) approach
E) presentation
Iron ore is an example of an industrial product that is categorized under ________.
A) capital items
B) augmented products
C) supplies and services
D) materials and parts
E) shopping products
BlueBear is a shoe manufacturer based in the United States. Which of the following
indicates that the company is following a market development strategy?
A) BlueBear introduces a line of children’s clothing to its current target market.
B) BlueBear employs a British comedian for a U.S. advertising campaign.
C) BlueBear introduces its shoes in the Indian and South-East Asian markets.
D) BlueBear adds a line of leather purses to its offerings in the U.S. market.
E) BlueBear develops a line of athletic shoes for its current target market.
Raintree Developers has been measuring its marketing return on investment (or
marketing ROI) to assess its marketing performance for the past few years. Explain
why this method may not accurately reflect the company’s performance and what
Raintree can use to better estimate its performance.
Why is monitoring the technological environment crucial for marketing professionals?
Crunch and Munch is the country’s favorite fast-food vendor of fried chicken. Over the
years, the company has diversified into providing a larger variety of snacks like hot
dogs, burritos, and burgers, but consumers still consider it the best seller of fried
chicken. Many parties have approached Crunch and Munch with offers to buy the
company, but Crunch and Munch continues to operate through its stores and franchise
outlets. What is franchising? Why would franchising be a good contractual system for
Crunch and Munch?
ToyTrain is a toy company that sells its products in most regions of the United States. It
produces a variety of toys for children of every age group, from toddlers to preteens.
What are ToyTrain’s options for organizing its marketing department? Briefly describe
each structure as it would apply to Toy Train. Which organization do you think would
be best for ToyTrain? Why?
How are American businesses utilizing new technologies to improve their inventory
management? Provide examples to illustrate your response.
Explain how a company’s value chain works. Provide an example to illustrate your
response.
What is a SWOT analysis? Why is it required?
What are the two dimensions of product quality?