Horizontal conflicts are conflicts between different levels of the same channel.
Answer:
Shopper marketing involves focusing the entire marketing processfrom product and
brand development to logistics, promotion, and merchandisingtoward turning shoppers
into buyers at the point of sale.
Answer:
One of the traditional buyer’s rights is the right not to buy a product that is offered for
sale.
Answer:
Government organizations typically require suppliers to submit bids, and normally they
award the contract to the lowest bidder.
Answer:
As mass markets have fragmented, marketers have shifted away from mass marketing.
Answer:
The introduction of new technologies is equally beneficial to all industries.
Answer:
Prior to the Great Recession of 2008/2009, American consumer spending was careful
and restrained.
Answer:
Netnography research involves observing consumers in a natural context on the
Internet.
Answer:
Professional athletes such as Peyton Manning and Maria Sharapova are featured in
advertisements for Gatorade. According to this information, Gatorade is utilizing
branded entertainment.
Answer:
Foreign firms are expanding aggressively into new international markets, and home
markets are no longer as rich in opportunity.
Answer:
Department stores that practice everyday low pricing typically provide frequent sale
days, early-bird savings, and bonus earnings for store credit-card holders.
Answer:
For most marketers, customer relationship management is exclusively a matter of
customer data management.
Answer:
Brand name products give buyers assurances of consistent quality.
Answer:
A competitive analysis involves first identifying and assessing competitors and then
selecting which competitors to attack or avoid.
Answer:
Sustainable marketing consists of five principles: consumer-oriented marketing,
customer-value marketing, innovative marketing, sense-of-mission marketing, and
societal marketing.
Answer:
All personal communication channels are controlled directly by the company.
Answer:
A product line consists of unrelated products that are sold to diverse customer groups.
Answer:
The selling concept holds that consumers will not buy enough of the firm’s products
unless the firm undertakes a large-scale selling and promotion effort.
Answer:
Large-scale advertising conveys a positive message about the seller’s size, popularity,
and success.
Answer:
International divisions can be organized as geographical organizations, world product
groups, or international subsidiaries.
Answer:
When using a niche marketing strategy, a firm goes after a large share of one or a few
smaller segments.
Answer:
Critics of marketing view consumer interest in material things as a natural state of mind
rather than as a matter of false wants created by marketing.
Answer:
Only citizens are part of the consumerism movement.
Answer:
Human needs are shaped by culture and individual personality.
Answer:
A specific communication task to be accomplished with a specific target audience
during a specific period of time is called an advertising objective.
Answer:
The augmented product is the actual product plus the various services and benefits
offered with it, such as a warranty, free delivery, installation, and maintenance.
Answer:
In a service business, the customer and the front-line service employee interact to
co-create the service.
Answer:
A target market consists of a set of buyers who share common needs or characteristics
that the company decides to serve.
Answer:
If a company faces competition, its demand at different prices will depend on whether
competitors’ prices stay constant or change with the company’s own prices.
Answer:
A seasonal discount is a price reduction to buyers who buy merchandise while the
products are in season.
Answer:
The whole-channel view recognizes that to compete internationally a company must
effectively design and manage a standardized global marketing plan.
Answer:
________ segmentation divides buyers into segments based on their knowledge,
attitudes, uses, or responses concerning a product.
A) Behavioral
B) Psychographic
C) Age and life cycle
D) Gender
E) Geographic
Answer:
Amor, a successful brand of women’s clothing, recently introduced a line of fitness
equipment. This is an example of ________.
A) mass customization
B) niche marketing
C) diversification
D) prospecting
E) product adaptation
Answer:
When the advertising objective is to build primary demand for a new product category,
________ advertising will most likely be used.
A) persuasive
B) informative
C) comparative
D) patronage
E) institutional
Answer:
Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of
cosmetics. This message execution style is referred to as ________.
A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol
Answer:
The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation
Answer:
The experience curve reveals that ________.
A) repetition in production has no visible impact on production costs
B) repetition in production enhances efficiency
C) the average cost of production remains the same with accumulated production
experience
D) repetition in production adds to the costs and thereby increases the prices of outputs
E) the average cost of production increases with accumulated production experience
Answer:
A company can install a(n) ________ management system to collect, review, evaluate,
and manage new product ideas.
A) quality
B) innovation
C) content
D) supply chain
E) customer relationship
Answer:
Companies that operate large marketing departments, conduct expensive marketing
research, spell out elaborate competitive strategies, and spend huge sums on advertising
are using ________ marketing strategies.
A) informal
B) formulated
C) entrepreneurial
D) intrepreneurial
E) blue ocean
Answer:
________ include displays and demonstrations that take place at the point of sale.
A) Rebates
B) Price packs
C) Premiums
D) POP promotions
E) Samples
Answer:
A ________ is a name, term, sign, symbol, design, or a combination of these, that
identifies the maker or seller of a product or service.
A) feature
B) brand
C) line extension
D) package
E) value chain
Answer:
Price setting is usually determined by ________ in small companies.
A) the top managers
B) the marketing department
C) the sales department
D) divisional managers
E) product managers
Answer:
The ________, established in 1947 and modified in 1994, was designed to promote
world trade by reducing tariffs and other international trade barriers.
A) WTO
B) NAFTA
C) EU
D) CAFTA-DR
E) GATT
Answer:
Which term best describes sites such as the New York Times on the Web and
ESPN.com?
A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer
Answer:
World product groups, geographical organizations, and international subsidiaries are all
options for organizing a(n)________.
A) export department
B) indirect exporting venture
C) joint ownership
D) international division
E) standardized global marketing strategy
Answer:
________ is a new product development approach in which one company department
works to complete its stage of the process before passing the new product along to the
next department and stage.
A) Team-based product development
B) Simultaneous product development
C) Sequential product development
D) Horizontal integration
E) Vertical integration
Answer:
The success of the Tom Dennis Ford dealership has been built largely on return
customers and word-of-mouth recommendations. The majority of sales are made to
customers who previously purchased a vehicle at the dealership or who know someone
who had a positive experience of purchasing a vehicle there. The sales force at the Tom
Dennis Ford dealership most likely knows that using high-pressure selling is ineffective
if the dealership wants to ________.
A) achieve short-term gains
B) move last year’s models
C) obey local and federal law
D) build long-term customer relationships
E) maintain a database of local customers
Answer:
Which of the following product mix pricing strategies involves pricing multiple
products to be sold together?
A) product line pricing
B) product bundle pricing
C) optional product pricing
D) by-product pricing
E) captive product pricing
Answer:
Which of the following is an example of trade promotion?
A) manufacturers offering regular value-for-money deals to attract thrifty and
value-conscious customers
B) salespeople engaging in door-to-door selling activities
C) manufacturers offering free merchandise to resellers who feature a certain flavor or
size
D) advertisers claiming that a certain product is the best in the market
E) marketers selling specialty products to a small segment of customers with unique
preferences
Answer:
Which of the following message execution styles features a highly believable or likable
source endorsing the product?
A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life
Answer:
Which of the following product offerings is intangible?
A) a package of laundry detergent
B) an ink cartridge for a printer
C) a wool jacket
D) a gold ring
E) a taxi ride
Answer:
An MIS user should most likely be able to ________.
A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives
Answer:
Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is known as ________.
A) positioning
B) segmenting
C) diversifying
D) prospecting
E) satisficing
Answer:
P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area.
When General Mills became aware of the product, it rushed to market its own Betty
Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product
introduction. General Foods was able to enter the ________ stage of the new product
development process before P&G could.
A) commercialization
B) co-marketing
C) idea generation
D) idea screening
E) simulation
Answer:
Greener-grass Inc. is a lawn care company providing landscaping and lawn
maintenance services to customers in and around Kansas City. The marketing team at
Greener-grass carefully tracks the moves of competing companies, watching for
shifting strategies and new promotions. The marketing team is also in constant touch
with customers, using surveys and other feedback methods to find out what kind of
services customers value the most. Greener-grass is most accurately described as having
a ________ orientation.
A) market
B) product
C) customer
D) competitor
E) leadership
Answer:
Rudolf Technologies Inc. decided to enter the automobile service market. Consequently,
the company decided to procure the tools and machines needed from a reputable
supplier. Rudolf Technologies is facing ________.
A) a new task situation
B) a modified rebuy situation
C) negative competition
D) the need to outsource its primary service offering
E) the pressure to diversify its market
Answer:
Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a
contest calling for customers to create commercials for the restaurant. Winning entries
will be posted on the organization’s home page. Elisandra’s plan is an example of
________.
A) consumer-generated marketing
B) partner relationship management
C) customer lifetime value
D) community development around a brand
E) customer divestment
Answer:
Packaging decisions that may be called into question under the law include ________.
A) minimum pricing
B) pollution
C) product quality and safety
D) exclusive territorial distributorship
E) product warranty
Answer:
A consumer organization in Ohio has challenged the marketing decision of a local firm
alleging it to be against the larger social interest. In this instance, the firm is challenged
by a(n) ________ public.
A) internal
B) general
C) government
D) citizen-action
E) media
Answer:
In Chinese, the KFC slogan “finger-lickin’ good” came out as “eat your fingers off.”
And Motorola’s Hello-moto ringtone sounded like “Hello, Fatty” in India. Which of the
following strategies can be used to avoid such mistakes?
A) communication adaptation
B) standardized global marketing
C) straight product extension
D) product adaptation
E) communication extension
Answer:
Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg’s want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
Answer:
________ involves looking at whether a company’s key action plans are well-matched
to its opportunities.
A) Operating control
B) Benchmarking
C) Strategic control
D) Regression analysis
E) Portfolio analysis
Answer:
A company’s marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and others. These organizations and groups are
also known as ________.
A) media publics
B) marketing intermediaries
C) customers
D) citizen-action publics
E) internal publics
Answer:
Companies that adopt value-added pricing ________.
A) consider value-added features as a fitting substitute for aggressive cost cutting
B) set incredibly low prices to meet competition
C) attach value-added features and services to differentiate their offers and support their
higher prices
D) overprice their products without any apparent justification
E) underprice their products and lower quality to boost demand in the short-run
Answer:
Which question should most likely be answered by all companies due to the rapid move
toward globalization?
A) How should we eliminate domestic competition?
B) Should we diversify in a new business area in the home country?
C) Where should we produce or source our products?
D) How should we fulfill our environmental obligations?
E) Which medium of advertising should we use in our home country?
Answer:
What are two potential drawbacks of creating separate products and marketing
programs for each generation?
Answer:
What are the various components of the value delivery network of a company?
Answer:
Why are demographic factors the most popular bases for segmenting customer groups?
Answer:
What is the primary function of gatekeepers in an organization?
Answer:
Explain how and why marketers go beyond selling a product or service to create brand
experiences.
Answer:
Describe some of the methods used to supervise salespeople and help them work more
efficiently.
Answer:
What are the various risks a company takes when producing shoddy, harmful, or unsafe
products?
Answer:
Retail stores can be classified in terms of several characteristics. Name four of them.
Answer:
What does a market segment consist of?
Answer:
Give an example of testimonial evidence and explain the importance of the source.
Answer:
What is the primary focus of a competitor-centered company?
Answer:
Why is it important for managers to define the problem and establish research
objectives?
Answer:
What is personal selling? What are the advantages and disadvantages of a firm using
personal selling to promote a product or service?
Answer:
What are the strengths and weaknesses of e-mail marketing?
Answer:
Discuss why business legislation is enacted. Provide examples.
Answer:
What are some of the problems associated with matrix approaches?
Answer:
What elements comprise a store’s atmosphere?
Answer:
What is a demand curve? Explain its importance in the context of pricing decisions.
Answer:
Explain product line pricing.
Answer:
When are competitors most likely to react to price changes? How can a firm anticipate
the likely reactions of its competitors?
Answer: