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The difference between human needs and wants is that needs are not created by
marketers.
In the territorial sales force structure, each salesperson is responsible for selling a
single, exclusive product across different geographical regions.
Derived demand refers to the business demand that ultimately comes from the demand
for consumer goods.
Labels range from simple tags attached to products to complex graphics that are part of
the packaging.
According to the overall cost leadership competitive strategy, the company works hard
to achieve the lowest production and distribution costs.
A market segment consists of consumers who respond in different ways to a given set
of marketing efforts.
The integrated marketing concept ties together all of the company's messages and
images.
During the prospecting step of the selling process, the salesperson meets the customer
for the first time.
An advantage of a competitor-centered company is that it ends up simply matching or
extending industry practices rather than seeking innovative new ways to create more
value for customers.
The popularity of cause-related marketing as a form of corporate giving is rapidly
declining.
________ positioning involves providing the most upscale product or service and
charging a higher price to cover the higher costs.
A) More for the same
B) More for less
C) Same for less
D) Less for much less
E) More for more
Which of the following is most likely true about shoppers who prefer to shop at
"lifestyle centers"?
A) They use coupons.
B) They prefer upscale stores.
C) They prefer indoor shopping locations.
D) They rarely dine out in expensive restaurants.
E) They are motivated by deals on last year's merchandise.
Which of the following states the product's membership in a category and then shows
its point of difference from other members of the category?
A) a mission statement
B) a vision statement
C) a general need description
D) a positioning statement
E) an order-routine specification
Nike produces shoes out of "environmentally preferred materials," recycles old
sneakers, and educates young people about conserving, reusing, and recycling. Nike is
practicing ________.
A) new clean technology
B) product stewardship
C) pollution prevention
D) sustainability vision
E) design for environment
________ VMS is a vertical marketing system that coordinates successive stages of
production and distribution through the size and power of one of the parties.
A) Contingent
B) Administered
C) Corporate
D) Contractual
E) Aligned
The competitive intelligence system continuously collects information from the field
through ________.
A) government publications
B) online monitoring
C) speeches
D) online databases
E) market surveys
When sellers set prices after talking to competitors and engaging in collusion, they are
involved in ________.
A) interstate commerce
B) comparative pricing
C) price fixing
D) skimming pricing
E) price bundling
A review of the sales, costs, and profit projections for a new product to find out whether
they satisfy the company's objectives is called a ________.
A) business feasibility plan
B) marketing strategy development
C) business analysis
D) product acceptance
E) business proposal
________ is an approach in which all the company's people are involved in constantly
improving the quality of products, services, and business processes.
A) Business intelligence
B) Quality function deployment
C) Total quality management
D) Brand equity management
E) Product positioning
Companies use secondary data, personal experience, and word of mouth to ________.
A) identify competitors' target customers and strategies
B) identify competitors' target locations and market share
C) learn about their competitors' strengths and weaknesses
D) select competitors to attack or avoid
E) estimate competitors' sales projections
Which of the following most likely occurs in the supplier selection stage of the business
buying decision process?
A) The buyer calls for detailed written proposals or formal presentations from each
potential supplier.
B) The buyer compiles a small list of qualified suppliers by reviewing trade directories,
doing computer searches, or contacting other companies for recommendations.
C) The buying team decides on the best product characteristics and specifies them
accordingly.
D) The buyer prepares a general need description and identifies the quantity of the
needed item.
E) The buying center draws up a list of the desired supplier attributes and their relative
importance.
Fiona Lambrech is the marketing director of a newly established detergent company. In
order to introduce her product effectively into the market, Fiona sends samples of the
detergent to a select group of individuals. Which of the following forms of marketing
was most likely used by Fiona?
A) direct-mail marketing
B) catalog marketing
C) telephone marketing
D) kiosk marketing
E) direct-response television marketing
Refer to the scenario below to answer the following question.
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical
nature. In recent years, owner Gary Zahn has served as the local representative of
several musical instrument manufacturers, providing a contact person for three local
schools. He sends a sample of a manufacturer's products to schools that request a
demonstration or presentation. "If we don't have it, we can definitely get it for you,"
Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a
particular era or just browsing among the hundreds of music knick-knacks in the store.
Gary spends most of his time making presentations to beginners at the local schools and
making biweekly visits to the schools to deliver instruments, make minor repairs, or
pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web
site could benefit a variety of customers. He began with a simple Web site that provided
information about the store and the types of gifts and services available. The site
received so much response that Gary added a question-and-answer option. Questions
poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you
carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at
Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and
gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive.
And our novelties sales have doubled!"
Which kind of Web site does Treble Clef use?
A) branded community Web site
B) corporate Web site
C) investor relations Web site
D) marketing Web site
E) online Web site
Members of management at Growing Green, a company that markets organic and
environmentally friendly gardening and landscaping supplies and equipment, are
evaluating the benefits and disadvantages of indirect exporting, direct exporting, and
licensing. In which stage of the international marketing process is Growing Green?
A) deciding on the global advertising strategy
B) deciding which markets to enter
C) deciding how to enter the market
D) deciding on the global marketing program
E) deciding on the global marketing organization
In which of the following scenarios would high-pressure selling tactics typically be
most advantageous for marketers?
A) selling situations with long-time customers
B) selling situations with new customers with a high likelihood of becoming repeat
customers
C) selling situations with a company's most highly valued customers
D) selling situations with one-time customers
E) selling situations with dissatisfied customers
________ are people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Lagging adopters
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
Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and
obesity are all examples of ________ marketing.
A) internal
B) social
C) organization
D) person
E) place
A firm should compete with ________ competitors in order to sharpen its abilities.
Succeeding against these competitors often provides greater returns.
A) strong
B) international
C) weak
D) distant
E) smaller
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
Describe the four major steps in media selection.
Explain how Whole Foods is able to compete against Walmart.
What factors are assessed in test marketing?
What role do the four Ps play in consumer behavior?
Define a buying center and the major roles played by members of an organization in the
purchase decision process.
Describe some of the methods used to supervise salespeople and help them work more
efficiently.
How is consumer-oriented marketing different from customer-value marketing?
