Company growth through diversification involves offering modified or new products to
the company’s current markets.
Individual marketing is also known as one-to-one marketing, mass customization, and
markets-of-one marketing.
Concept testing works best with people who are familiar with the new idea and the new
product’s purpose. This generally includes top management, the sales force, and
research and development.
Habitual buying behavior involves consumers searching extensively for information
about brands and evaluating brand characteristics.
The four Cs concept adopts the buyer’s view of the market.
Overhead costs are costs that do not vary with production or sales level.
Secondary beliefs and values are less open to change than core beliefs and values.
Subcultures consist only of religious groups.
Telemarketing has ceased to be an important tool for most B-to-B marketers owing to
the federal government’s Do Not Call Registry.
The widespread use of scanner-based computer checkouts has eradicated complaints of
retailers overcharging their customers.
Perceived obsolescence involves continually changing consumer concepts of acceptable
styles to encourage more and earlier buying.
Kiosk marketing features marketing messages and promotions delivered to on-the-go
consumers through their mobile devices.
Standardization of advertising leads to lower advertising costs, greater global
advertising coordination, and a more consistent worldwide image.
The presence of competitors may serve less-attractive segments or lead to more product
differentiation.
In segmented pricing, the difference in prices is based on differences in costs.
Trudie Jones works for a distribution channel firm that helps several electronics
companies find customers or make sales to them. Trudie works for a reseller.
A company launching a new product into the market must first decide where to launch
the product.
When a manufacturer seeks a market for by-products and accepts a price that covers
more than the cost of storing and delivering those by-products, the manufacturer is able
to reduce the main product’s price to make it more competitive.
Which stage of new product development requires management to estimate minimum
and maximum sales to assess the range of risk in launching a new product?
A) concept testing
B) marketing strategy development
C) business analysis
D) product development
E) test marketing
A company must pay each month’s bills for rent, heat, interest, and executive salaries
regardless of the company’s level of output. This exemplifies its ________ costs.
A) overhead
B) variable
C) target
D) total
E) unit
Malcolm Sanders, a graduate student from Boston, makes customized snowboards for
local snowboarding enthusiasts. The demand for snowboards peaks during the winter
months, a busy time for Malcolm. He advertises more aggressively and sells most of his
snowboards around this time. Which market segmentation approach does Malcolm
most likely use?
A) gender segmentation
B) psychographic segmentation
C) occasion segmentation
D) geographic segmentation
E) age and life-cycle segmentation
Excel Enterprises uses a Web site, online social networks, and print advertisements to
promote its products. Since Excel Enterprises practices integrated marketing
communications, all these different brand contacts maintain ________ in design and
tone.
A) variety
B) simplicity
C) creativity
D) consistency
E) flexibility
A church targeting different demographic groups to increase attendance is an example
of ________.
A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing
When Kraft focused on cost cutting with its older, established brands, leaving them to
wither without much investment or modification, Kraft decided to ________ the older
products.
A) extend
B) modify
C) drop
D) harvest
E) analyze
________ are industrial products that aid in the buyer’s production or operations,
including installations and accessory equipment.
A) Unsought products
B) Convenience products
C) Capital items
D) Specialty items
E) Repair items
Which stage in the product life cycle is characterized by rapid market acceptance and
increasing profits?
A) introduction
B) maturity
C) growth
D) decline
E) product development
After determining its advertising objectives, a company’s next step in developing an
advertising program is to ________.
A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy
Which of the following most likely requires the smallest advertising budget?
A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands
Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal
for hiking and other outdoor activities. Which of the following brand personalities
could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
Which of the following is one of the primary goals of reminder advertising?
A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image
A ________ creates a long-term relationship in which the supplier promises to resupply
the buyer as needed at agreed prices for a set time period.
A) blanket contract
B) request for proposal
C) supplier proposal
D) change order
E) noncompete clause
A value marketer is most likely to ________.
A) offer consumers superior quality of goods and services at a very high price
B) offer consumers only those products that are associated with status and prestige
C) offer consumers low quality goods and services at very low prices
D) offer consumers a balanced combination of product quality at a fair price
E) deny discounts to consumers to increase profits
The primary key to delivering customer satisfaction is to match product performance
with ________.
A) the performance of competitive products
B) competitive prices
C) aggressive advertising
D) limited customer services
E) customer expectations
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
How can firms that use new direct marketing technologies avoid backlash from
consumers who view such marketing as an invasion of privacy?
What is the primary focus of a competitor-centered company?
Give an example of testimonial evidence and explain the importance of the source.
Compare the consumerism and environmentalism movements.
Describe the most common forms of marketing organizations.
Briefly compare and contrast the concepts of needs, wants, and demands and provide
examples to illustrate your answer. How do these three concepts relate to marketing
practices?