The ________ environment includes factors that relate to the nature, quantity, and
potential actions of a company’s competitors.
A. cultural
B. economic
C. legal
D. political
E. competitive
Which of the following is NOT a benefit a company would be likely to expect from
engaging in global trade?
A. scale economies
B. access to lower cost materials
C. access to new consumer markets
D. protection from the regulations of foreign governments
E. access to foreign investment incentives
Direct mail offers are examples of ________.
A. short-term advertising actions
B. long-term advertising actions
C. brand awareness advertising actions
D. advertising metrics
E. brand health metrics
Which of the following is NOT a type of consumer sales promotion?
A. advertising allowance
B. point-of-purchase display
C. loyalty program
D. trial offer
E. coupon
Which of the following questions most closely involves analysis of the promotion
element of the marketing mix?
A. What do competitors charge for their products?
B. What is the target’s level of awareness for each competitive brand?
C. How profitable are the products being sold to the target?
D. Are there any foreseeable changes in the requirements of the target?
E. Will wholesale, retail, or direct-to-consumer channels be used?
A(n) ________ product is neither enjoyed nor used as a precaution.
A. approach
B. augmented
C. core
D. avoidance
E. utilitarian
Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide,
Nathan is conducting marketing research to determine the best options for opening new
stores. He plans to start by collecting secondary data. Which of the following is NOT a
source of secondary data that Nathan might use?
A. syndicated research
B. sales performance reports
C. online questionnaires
D. Web search engines
E. local chambers of commerce
Some television shows have shown actors drinking a cup of Starbucks coffee. In these
instances, Starbucks has chosen ________ as a marketing tool.
A. networking
B. direct marketing
C. broadcast advertising
D. branded entertainment
E. public relations
While preparing the marketing plan for a new product line called Nature & Nurture,
Jonas wrote the following: “Recent news about toxic materials in children’s toys and
repeated recalls of children’s products due to safety concerns creates a substantial
market opportunity for Nature & Nurture products. As parents become more and more
alarmed about the safety of their children’s toys, they can be expected to place a greater
premium on the nontoxic, environmentally friendly materials used for all Nature &
Nurture products.” This statement belongs in the ________ section of the marketing
plan.
A. company description, purpose, and goals
B. marketing situation
C. executive summary
D. measurement and controls
E. forecasting
The Consumer Credit Protection Act is primarily concerned with which area of
marketing?
A. promotion
B. product
C. distribution
D. price
E. competition
Assembling and packaging are examples of ________ functions.
A) exchange
B) public
C) consumer
D) physical
E) facilitating
An email from Amazon.com offers free shipping on your next purchase of more than
$35 within five days. This is an example of ________.
A. sales promotion
B. personal selling
C. public relations
D. advertising
E. publicity
Which of the following cultural values refers to how comfortable individuals are with
participating in decision making regardless of their position?
A. uncertainty avoidance
B. power distance
C. individualism versus collectivism
D. masculinity versus femininity
E. long-term versus short-term orientation
When you glean information from your company’s accounting and sales records stored
in the company’s computer system, you are drawing upon internal data.
It is easiest for marketers to create an emotional connection between a consumer and
a(n) ________ product.
A. approach
B. augmented
C. core
D. avoidance
E. utilitarian
Sharada Jones led her marketing team in developing a new advertising campaign.
Before placing and running the advertisements, she wants to assess whether the
campaign will effectively work toward her company’s marketing objective of increasing
brand awareness. Which of the following tools should Sharada choose?
A. hurdle rating
B. copy testing
C. a purchase funnel
D. return on key performance indicators
E. return on marketing investment
A ________ strategy identifies how a business communicates product or service
benefits and value to its target market.
A. place
B. promotion
C. pricing
D. product
E. position
What is one way that social class is NOT measured?
A. vocation
B. education
C. power
D. number of children in the family
E. place of residence
Fixed costs ________ as the number of units produced increases.
A. decrease
B. increase
C. divide in half
D. remain the same
E. increase at a diminishing rate
Refer to the scenario below to answer the following questions.
Miller Meat Company contracts with several Midwestern farmers to raise beef and pork
for its meat processing center. To guarantee freshness, Miller Meat Company relies on a
vast distribution network. For delivery to local grocers in Indiana, Miller Meat uses its
own fleet of refrigerated trucks; delivery to these Indiana grocers constitutes 65 percent
of Miller Meat’s business. For deliveries in Illinois, Wisconsin, and points directly west
of the Mississippi River, Miller Meat Company contracts with a refrigerated fleet that
specializes in expediting smaller shipments. For faster delivery during peak times,
Miller Meat Company often uses its own trucks to deliver to the expedited fleet’s
consolidation point from its distribution warehouse in Indiana. During the holiday
season, however, several specialty distributors contract with Miller Meat Company to
package specialty meats in gift boxes, then ship them directly to the recipients. For
these specialty shipments within Indiana, Illinois, and Wisconsin, Miller uses its normal
delivery mode. For all other specialty shipments, Miller ships from its distribution
warehouse via air, then contracts with expedited carriers in various cities to deliver to
the recipients.
Which of the following would be involved in Miller Meat Company’s inbound logistics
management?
A. local grocers in Indiana who sell the company’s products
B. Midwestern farmers who raise beef and pork for the meat processing center
C. the refrigerated fleet that expedites small shipments
D. air carriers that take Miller’s specialty shipments
E. recipients of Miller’s gift boxes
A newspaper article announced that VoiceStream Wireless, the nation’s sixth-largest
wireless carrier, was changing its name to T-Mobile and that to begin the makeover
process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of
which element of the promotion mix is this an example?
A. sales promotion
B. advertising
C. public relations
D. sponsorship
E. direct marketing
The buyer decision process consists of five stages. Which of the following is NOT one
of these stages?
A. problem/opportunity recognition
B. information search
C. high-involvement buying behavior
D. purchase decision
E. postpurchase evaluation
Members of management at Growing Green, a company that markets organic and
environmentally friendly gardening and landscaping supplies and equipment, are
evaluating the benefits and disadvantages of indirect exporting, direct exporting, and
licensing. In which stage of the global marketing process is Growing Green?
A. deciding whether to go global
B. deciding which markets to enter
C. deciding how to enter the market
D. deciding on the global marketing program
E. deciding on the global marketing organization
Explanatory research is used to ________.
A. understand the relationship between independent and dependent variables
B. generate ideas in a new area of inquiry
C. uncover information at the outset in an unstructured way
D. describe marketing variables
E. quantify observations that produce insights unobtainable through other forms of
research
Refer to the scenario below to answer the following questions.
Jason West, owner of A-1 Cleaning, began his enterprise in 2009. Jason’s primary focus
had been on office cleaning for large corporations. But in recent months Jason saw a
decline in demand for office cleaning. Surprisingly, the competitive environment
appeared relatively stable with no new competitors. However, Jason understands that
office cleaning is a high-frequency service that is usually performed daily; therefore,
competitors must have been doing something to attract his customers. Building a
competitive advantage seemed to be the only option to offset competition. But as Jason
pondered his dilemma, he realized that he needed to better understand how customers
assess service quality and what they are looking for in a superior cleaning service, prior
to building his competitive advantage.
Jason developed a research plan. First, he gathered competitor information, primarily
through pamphlets and Web sites and also from a few phone calls, to find out exactly
what competitors offer in their cleaning packages. In addition, Jason obtained from the
area Chamber of Commerce an updated list of local corporations to which he would
send a short survey.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
Of the 141 companies on the list, Jason chose to survey only 75 of them. Jason sent
surveys to small companies and large companies. If Jason selected survey recipients
randomly from the groups of small companies and large companies, he was using a
________.
A. simple random sample
B. snowball sample
C. convenience sample
D. stratified sample
E. quota sample
In Booms and Bitner’s 7 Ps of the marketing mix, process refers to which of the
following?
A. how the product is moved through the supply chain
B. packaging and design
C. the environment in which the service is delivered
D. the way in which the customer uses the product or service
E. the way the service is delivered
MRO products are goods that businesses use for ________.
A. management, research, and order-processing
B. marketing, relationship-building, and operations
C. maintenance, research, and organization
D. maintenance, repair, and operations
E. marketing, research, and organization
________ research is a marketing research design used to generate ideas in a new area
of inquiry.
A. Descriptive
B. Syndicated
C. Explanatory
D. Experimental
E. Exploratory
Which type of control considers the appropriateness of overall strategies based on
internal and external conditions?
A. observational
B. operational
C. managerial
D. strategic
E. implementation
________ is direct communication to a consumer that is conducted over the telephone.
A. Direct order
B. Telemarketing
C. Direct-response advertising
D. Direct selling
E. Promotional selling
In the 1950s concept of the 12 categories of a marketing mix, ________ included
determining whether any intellectual property would be involved in the marketing plan.
A. branding
B. product planning
C. promotions
D. channels of distribution
E. fact finding and analysis
A company with limited financial resources would be LEAST likely to use which of the
following elements of the communications mix?
A. personal selling
B. sales promotions
C. local newspaper advertising
D. national television advertising
E. public relations