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Which of the following message execution styles focuses on the company's skill and
knowledge in making the product?
A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence
A marketing research company asked members of a focus group to describe several
brands as animals. The purpose of the request is to measure the prestige of the various
brands. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
With their size and buying power, ________ can offer better merchandise selections,
good service, and strong price savings to consumers.
A) convenience stores
B) franchises
C) megaretailers
D) power centers
E) lifestyle centers
Which of the following is NOT one of a wholesaler's channel functions?
A) financing
B) risk bearing
C) transportation
D) off-price retailing
E) bulk breaking
According to the text, the search for new product ideas should most likely be ________.
A) intermittent
B) holistic
C) segmented
D) compartmentalized
E) flexible
Which of the following is most likely a result of regulations set up by the Food and
Drug Administration and the Consumer Product Safety Commission?
A) The time between new product ideas and their introduction to the market has
decreased.
B) Annual spending on research and development has decreased.
C) Research costs for companies have risen.
D) Product innovation has significantly declined.
E) Marketers have grown increasingly apathetic toward meeting safety standards.
Refer to the scenario below to answer the following question.
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain
of organic food stores. The organic food sold by Good Green Grocer is of good quality.
Also, it is tasty and has long-term health benefits. Bryant and Anne's business has
expanded as more and more consumers are interested in eating organic foods. What
started as one shop in Vermont has expanded to 15 stores in Vermont, New Hampshire,
Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many
people are willing to pay a bit more for food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special
promotional prices offered for a list of the "Top Ten Take Homes" each week. Regular
customers of the Good Green Grocer know that the promotional items often run out of
stock by mid-week, so the store typically sees its heaviest traffic on Sunday and
Monday.
The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has
long-term health benefits. This information indicates that the organic food sold by
Bryant and Anne would fall into the category of ________ products.
A) salutary
B) mature
C) deficient
D) desirable
E) pleasing
In business markets with inelastic demand ________.
A) the total demand for products is not much affected by short-term price changes
B) buyers are highly sensitive to price changes
C) derived demand is absent
D) a business purchase usually involves less decision participants
E) a business purchase usually does not involve a professional purchasing effort
Which of the following marketing orientations calls for aggressive promotional efforts
and focuses on creating transactions rather than long-term customer relationships?
A) the marketing concept
B) the production concept
C) the product concept
D) the selling concept
E) the societal marketing concept
The purpose of a training program for salespeople is to teach them about all of the
following EXCEPT ________.
A) customers' buying habits
B) customers' buying motives
C) competitor strategies
D) industry history
E) company goals
Apple's iPod has been called "one of the greatest consumer electronics hits of all time."
iPods have been sold in huge numbers, and Apple captures a large share of the music
player market. This success has attracted many large, resourceful competitors. The iPod
is in the ________ stage of the product life cycle.
A) introduction
B) growth
C) maturity
D) decline
E) adoption
Tourism Australia's global marketing campaign, "There's nothing like Australia" is an
example of ________ marketing.
A) corporate image
B) person
C) organization
D) internal
E) place
Competitive parity and task methods are considered when making decisions about
________.
A) sales objectives
B) budget
C) message structure
D) media selection
E) message effectiveness
According to the Boston Consulting Group approach, ________ serves as a measure of
company strength in the market.
A) relative market share
B) product development
C) market diversification
D) product attribute
E) market segmentation
The marketing logic by which a company hopes to create customer value and achieve
profitable customer relationships is referred to as the ________.
A) price
B) marketing implementation
C) value chain
D) marketing strategy
E) downsizing
Which of the following is true about the territorial sales force structure?
A) The territorial sales force structure does not define each salesperson's job clearly.
B) Salespeople specialize in selling only a small portion of the company's products.
C) In a territorial sales force structure, separate sales forces are set up for different
industries.
D) Travel expenses are relatively small as each salesperson travels within a limited
geographic area.
E) In a territorial sales force structure, separate sales forces are often established to
handle a single, large account in every territory.
People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias
Explain how the United States Postal Service has "competitor myopia."
A firm often enters international marketing by simply shipping its goods out of the
country. If its international sales expand, the company often organizes a(n) ________.
A) indirect exporting venture
B) joint ownership
C) export department
D) international division
E) standardized global marketing strategy
Why is the consumer's field of experience important to a marketer?
Define market penetration.
Listing them in the proper order, what are the stages in the buyer decision process?
Describe each.
Compare the three distribution strategies that producers use, providing examples of
products for each type of distribution.
What are the major structural factors affecting long-run segment attractiveness?
