Multichannel conflict refers to conflicts between ________.
A. multiple channel types
B. channel members at different levels
C. independent channel members at the same level
D. consumer and business channels
E. outbound and inbound channels
Advertising, promotion, customer service, and distribution strategies are typically part
of the ________ section in a marketing plan.
A. sales forecast
B. strategic controls
C. operational controls
D. marketing mix
E. BCG growth-market matrix
All of the following are forms of direct marketing EXCEPT ________.
A. catalogs
B. public relations
C. mail order
D. direct-response advertising
E. telemarketing
A company’s business ________ describes an idealized picture of a future state a
business is aiming to achieve.
A. strategy
B. objective
C. purpose
D. vision
E. mission
Which of the following government agencies is responsible for assigning rights for
limited times to individuals or companies to use innovations?
A. the Federal Communications Commission
B. the United States Patent and Trademark Office
C. the United States Consumer Product Safety Commission
D. the Interstate Commerce Commission
E. the Federal Trade Commission
In the competition between ________ and ________ brands, retailers have the
advantages of controlling what products will be stocked, where products will be
stocked, and what prices will be charged.
A. national; manufacturer
B. store; private label
C. manufacturer; private label
D. store; licensed
E. private label; distributor
In the Boston Consulting Group approach, ________ serves as a measure of company
strength in the market.
A. relative market share
B. market development
C. market diversification
D. market growth rate
E. market segmentation
Jason Schmidt is a top executive Solutions Unlimited, a rapidly growing information
technology company. Currently Jason is focusing on creating and implementing
marketing accountability processes throughout the company. Which of the following
laws or regulations is likely most closely related to Jason’s current activities?
A. the Clayton Act
B. the Magnum-Moss Act
C. the Sarbanes-Oxley Act
D. the National Do Not Call Registry
E. the Lanham Trademark Act
Refer to the scenario below to answer the following questions.
Herb Marks built his enterprise on the faithful patronage of four specialty shops and a
large contract from Elmore Distributors. But after two years, the maker of novelty pens
and pencils had to rethink his strategy when his two-year contract with Elmore ended.
Herb built a company reputation on the manufacture and distribution of a variety of
wooden writing utensils with customized engravings. Specialty shops loved to display
the products in their fancy, lighted showcases, but such specialty shops alone were not
profitable. Herb Marks established a brand name, known merely as Marks, and decided
to expand on it.
Herb extended his writing utensil lines to include quills, felt-tip pens, and
multiple-cartridge pens that write in different colors. He even added a line of various
grades of personalized stationery and business cards. Perhaps Herb’s biggest added
touch, however, was the addition of two salespeople who would work to explain the
diverse array of products offered by Marks, as well as nurture existing accounts.
“We make an excellent product,” Herb Marks stated, “and we honor a good guarantee
on everything we sell. But let’s face it we face hundreds of competitors! We need
Marks representatives out there to help prospects understand what they should demand
in something as simple as a writing tool.”
The Marks brand was fast becoming synonymous with top-notch customer service. Part
of the purchase package brought personal visits from the Marks representative, before
the purchase and long after.
The new felt-tip pens, multiple-cartridge pens, and quills are all examples of ________.
A. horizontal line extensions
B. horizontal brand extensions
C. vertical brand extensions
D. multibrands
E. co-branding
Refer to the scenario below to answer the following questions.
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a bluff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during
the summer months, but then faced a tremendous downturn in business during the
winter months. “But, given the industry in the nearby towns, very little year-round
competition, and our close proximity to Portland,” Carol added, “I couldn’t understand
why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol’s plan
involved a seasonal promotional gimmick to be implemented from early winter to late
spring that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers delicious
entrees, but we’d like to expand that. We provide health club privileges off-site, but we’d
like to eventually provide our own. These are goals I hope to achieve in a few years.
Our first project, however, included a renovation of our guest rooms and I’m quite
proud of the results.” Carol then added, “Actually there are so many possibilities! With
an indoor pool area, I will eventually offer weekend get-aways throughout the winter.”
During her second winter at Seagull Terrace, Carol identified several business travelers
who were repeat customers and who were enthusiastic about the value offered by the
resort. Carol offered a special discount and reward program for those travelers who
made recommendations to friends and colleagues that would lead to new customers for
Seagull Terrace. Carol was interested in creating ________.
A. customer satisfaction
B. customer retention
C. product champions
D. switchable customers
E. customer differentiation
________ focus on offering lower prices and turning products over quickly.
A. Specialty stores
B. Discount stores
C. Department stores
D. Superstores
E. Category killers
Which of the following is the first step a firm should take when deciding whether or not
to go global?
A. Develop marketing mix strategies for foreign markets.
B. Analyze whether it is in the firm’s best interest to focus on the domestic market or to
expand to international markets.
C. Identify the most attractive global markets for the firm’s products.
D. Select a market-entry strategy that fits the firm’s desired level of commitment.
E. Identify potential partners in international markets.
Essentials is a rapidly growing brand of women’s make-up, perfumes, and nail care
products. The company has established itself as a high-end cosmetic product available
at most national drug stores. In the past, almost all of the advertising for Essentials has
been in women’s fashion magazines.
Essentials is now launching a new line of skin care products, ranging from facial
cleansers to body lotion. These products are designed to be marketed to a broader
audience, so the marketing team is exploring the effectiveness of different promotional
mixes.
Sarah Burnes, the brand manager for Essentials, has decided to implement a marketing
accountability process as her team develops and places marketing communications that
meet the company’s objectives. Sarah is concerned with achieving significant return on
marketing investment and using the marketing resources efficiently.
Because the team has opted to increase its use of marketing measurements, additional
staff needs to be hired and trained to analyze data and develop insights based on the
data. This is an example of a ________ issue.
A. qualitative
B. process
C. structural
D. brand health
E. legal
Price elasticity of demand is ________ divided by ________.
A. percent change in quantity demanded; percent change in price
B. demand; price
C. percent change in price; percent change in quantity demanded
D. the going price; the asking price
E. perceived value; perceived costs
Which of the following is the most basic level on which marketers can position their
brands in consumers’ minds?
A. interactive marketing
B. values
C. product attributes
D. benefits
E. added service
Selling and pricing are examples of ________ functions.
A) exchange
B) public
C) consumer
D) facilitating
E) physical
A ________ is the collection of all products and services offered by a company.
A. product portfolio
B. brand line
C. consumer mix
D. product line
E. line extension
The focus of ________ is the study of the mind.
A. social behavior
B. lifestyle
C. psychology
D. consumer behavior
E. consumer problem solving
________ logistics controls the movement of products from points of production to
consumers.
A. Inbound
B. Reverse
C. Outbound
D. Vertical
E. Horizontal
A full page ad published in Saveur magazine, which focuses on cooking and enjoying
authentic food from around the world, has a total number of 1,500,000 impressions and
costs $33,000. What is the CPM for this ad?
A. $49.50
B. $45.45
C. $33
D. $22
E. $18
Your current assignment at York Foods is to find the major benefits people look for in
the packaged goods market , the kinds of people who look for each benefit, and the
major brands that deliver each benefit. Your assignment involves an analysis of the
________ element of the marketing mix.
A. product
B. promotion
C. people
D. price
E. place
Which of the following statements about manufacturers’ agents is true?
A. Manufacturers’ agents are also called manufacturers’ brokers.
B. Manufacturers’ agents most typically work for only one manufacturer.
C. Manufacturers’ agents have little control over the selling price of the products they
carry.
D. Manufacturers’ agents have unlimited sales territories.
E. Manufacturers’ agents are entirely supervised by the manufacturer for whom they
sell.
Which of the following statements about break-even analysis is true?
A. It is used to determine how much production experience a company must have to
achieve desired efficiencies.
B. It is a technique used to calculate fixed costs.
C. It determines the amount of retained earnings a company will have during an
accounting period.
D. It is a technique marketers use to examine the relationship between supply and
demand.
E. It is calculated using variable costs, the unit price, and fixed costs.
Which of the following is the focus of the final step in a typical brand tracking model?
A. brand personality
B. brand attributes
C. brand recognition
D. media recognition
E. media footprint
Which component of the marketing mix identifies the good or service including
packaging, branding, and warranty the company offers to the target market?
A. price strategy
B. promotion promotion strategy
C. product strategy
D. place strategy
E. package strategy
Which of the following is true of ethnographic research?
A. It is conducted within traditional focus groups.
B. It is less structured than focus group research.
C. It provides researchers with secondary data.
D. It is best suited for collecting quantitative information.
E. It is a research option when observation is not possible.
Which of the following is NOT one of the forces in Porter’s Five Forces of Competitive
Position Model?
A. bargaining power of suppliers
B. threat of substitute products
C. bargaining power of customers
D. threat of relevant regulations
E. threat of new entrants
Based on the sample in your text, which of the following is LEAST likely to be
included in an implementation schedule?
A. start date
B. budget
C. target market strategy
D. manager
E. end date
________ represents the psychology of marketing.
A. Social behavior
B. Consumer behavior
C. Attitude
D. Perception
E. Personality
More than one-third of the American consumer buying power comes from California,
Texas, New York, and Florida.
Which of the following is the most popular base for segmenting markets?
A. demographic
B. needs
C. psychographic
D. behavioral
E. values
According to the definition from the American Marketing Association, a consumer
market insight refers to a ________ view and appreciation of research.
A. pure
B. applied
C. qualitative
D. quantitative
E. holistic
A marketer would be most likely to use information from a SWOT analysis in which
section of a marketing plan?
A. measurement and controls
B. company description, purpose, and goals
C. forecasting
D. marketing situation
E. executive summary
Of the three parties involved in the distribution process, ________ are responsible for
physically transporting the goods.
A. shippers
B. brokers
C. agents
D. carriers
E. consignees
Which of the following is generally reported at purchasing power parity (PPP)?
A. gross domestic product (GDP)
B. an exchange control
C. a trade surplus
D. a trade deficit
E. a non-tariff barrier