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A particular firm added three new products earlier this year to increase variety for
customers. Two of the products failed to reach the minimal sales quota. Which of the
following is LEAST likely to have been the cause of their failure?
A) The products were priced too high.
B) The products were advertised incorrectly.
C) Competitors fought back harder than expected.
D) Product research was too extensive.
E) The product development costs were high.
Cozy Country Market entered the candle business with a unique product: a line of
candles made from soy that produces less smoke and lasts up to twice as long as other
candles. The firm sold this unique product exclusively to a few niches. The candles
were priced at twice the cost charged for normal candles. The product was also sold
online and in unconventional outlets not dominated by market leaders. In this case,
Cozy Country Market was using a(n) ________ against the market leaders.
A) pre-emptive attack
B) guerrilla attack
C) counter offensive attack
D) indirect attack
E) frontal attack
Members of the buying center at Kid's World, a store for children's clothing, are
drawing up a list of desired supplier attributes and their relative importance. Next, they
intend to compare several suppliers' proposals to these attributes. In which step of the
business buying process is the buying center at Kid's World involved in?
A) general needs description
B) proposal solicitation
C) supplier selection
D) order-routine specification
E) performance review
Information collected from Internet search engines is an example of ________ data.
A) primary
B) secondary
C) binary
D) low-level
E) disposable
By harvesting its SBU, a company would most likely be ________.
A) milking the SBU's short-term cash flow regardless of the long-term effect
B) selling the SBU or phasing it out and using the resources elsewhere
C) investing just enough to hold the SBU's current market share
D) investing more in the business unit to build its share
E) diversifying the company's product line
________ becomes more important as competition increases. With this type of
advertising, a company's objective is to build selective demand.
A) Institutional advertising
B) Informative advertising
C) Reminder advertising
D) Not-for-profit advertising
E) Persuasive advertising
For which of the following products would the intensive distribution strategy most
likely be used?
A) high-end cameras
B) luxury cars
C) lawn mowers
D) soft drinks
E) furniture
Which of the following is true about survey research?
A) It involves sending observers to watch and interact with consumers in their natural
environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments,
controlling related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research
methodologies.
E) Survey research is the most widely used method for primary data collection.
A(n) ________ refers to promotional money paid by manufacturers to retailers in return
for an agreement to feature the manufacturer's products in some way.
A) allowance
B) sample
C) discount
D) tax credit
E) tax exemption
Proposals related to ________ include controlling the ingredients that go into certain
products and packaging as well as reducing the level of advertising "noise."
A) the right to be informed
B) consumer protection
C) preserving the world for future consumption
D) the right to charge any price for the product
E) quality of life
BlueFin canned tuna has higher sales than its unbranded rival, even though the
unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has
________.
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance
Which of the following is a major type of vertical marketing system?
A) corporate
B) conventional
C) multilevel
D) intrinsic
E) extrinsic
When a product is in the maturity stage, the company should most likely consider
________.
A) harvesting the product or market
B) modifying the product, market, or marketing mix
C) divesting the product line
D) liquidating the firm's assets
E) dropping the product from its market offerings
Personal communications about a product between target buyers and neighbors, friends,
family members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence
Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific
models. Only Multiprint cartridges are compatible with Multiprint printers, and no two
models share the same specifications. What type of pricing does Multiprint use?
A) product line pricing
B) captive product pricing
C) optional product pricing
D) by-product pricing
E) product bundle pricing
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
________ is the only element in the marketing mix that produces revenue.
A) Price
B) Product
C) Place
D) Fixed costs
E) Variable costs
Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products
returned by consumers or resellers is known as ________.
A) cross merchandising
B) reverse logistics
C) disintermediation
D) diverse logistics
E) inbound logistics
The six stages consumers normally pass through on their way to making a purchase are
known as the ________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
________ refer(s) to meaningful sets of marketing performance measures in a single
display used to monitor strategic marketing performance.
A) Field automation systems
B) Market segments
C) Market share
D) Marketing dashboards
E) Line extensions
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
Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the
interviewer's bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail
questionnaires.
Discuss direct marketing.
What are the key functions that members of the marketing channel perform?
What are two possible reasons that management contracting is prevalent in the hotel
industry?
What is vertical conflict? Illustrate your answer with an example.
How have shopping centers changed in the past few decades?
Give two examples of products for which captive product pricing might be used.
Compare and contrast the four competitive positions that are often used to describe
market structures.
Identify the three major ways a company can manage its international marketing.
In reacting to the marketing environment, what strategies do firms adopt in order to
shift from a reactive to a more proactive stance?
