Sales contests are an example of consumer sales promotion.
Durable goods are also known as soft goods.
External marketing participants are not considered marketing stakeholders.
Marathon runners are an example of a subculture.
In general, companies are placing less emphasis on internal marketing than they have in
the past.
Because Cruise Ships International currently has limited financial and personnel
resources, it should avoid concentrated marketing until its resources are more
substantial.
The concept of a marketing mix was originally discussed in the 1950s and included the
4 Ps as the classification of the marketing mix.
A company can use the BCG matrix to determine which of its products or services
should receive more or less investment.
The costs for specific marketing-mix elements are factored into a marketing-mix model.
In the marketing communication process, the marketer can act as both sender and
receiver.
When all products in a category have similar core benefits, the appeal of one can be
enhanced through differentiating it at the actual product level.
Elisandra works in her company’s finance department and is preparing a statement that
details all of the company’s revenues and expenses from various departments and
product lines. Elisandra is preparing a cash-flow statement.
Marketing-mix models are used almost exclusively by retail businesses.
Consumers are more likely to trust the credibility of company-controlled sources such
as advertisements than their friends, relatives, or colleagues.
Not-for-profit businesses can expect to gain only minimal benefits from developing
business plans.
The belief that wasted time can open up new opportunities is part of the American
culture.
Consumers determine the success or failure of a business through their decisions about
which products to buy.
Geoff is a brand manager for a line of hair styling products. He makes decisions about
how and when to advertise the products. Geoff fulfills a facilitating marketing function.
In comparison to cable television, radio is a high-cost medium.
A cereal maker that advertises its products as “the one that will make you smile” is
using an exaggerated claim, not puffery.
Marketers must increasingly consider the needs of traditional married households
because this segment of the population is growing more rapidly than single-family
households.
A consumer’s values are more likely to change than his or her attitudes and beliefs.
The threat of substitutes can reduce the power of a business.
Despite storage and maintenance costs, most companies find it profitable to hold
inventory for long periods of time.
All businesses, regardless of size, should engage in the business planning process.
A company’s customers are typically not able to influence the company’s marketing
decisions.
Specialty products are purchased infrequently.
Early marketing measurement efforts tended to evaluate consumer attitudes by linking
sales performance to activities such as advertising.
The macroenvironment consists of the factors close to but not within the company that
affect its ability to serve its customers.
The traditional data-collection methods of telephone, door-to-door, and mail are giving
way to Internet-based marketing research.
The consumer decision-making process usually involves both rational and emotional
factors.
Although network television advertising is expensive, the cost per exposure is relatively
low.
A transportation management system can be used to automate the shipping process and
to make recommendations on carrier selection.
The main pursuit of the World Trade Organization (WTO) is to guarantee basic human
rights in all markets.
A company that focuses on building value-added relationships is most likely to place
the highest value on which of the following?
A) cutting short-term costs
B) building long-term relationships
C) attracting one-time customers who are highly profitable
D) building short-term relationships
E) minimizing the need for communication between company and consumer
Which of the following functions is LEAST likely to be performed by a public relations
department?
A. sponsorships
B. publicity
C. product placement
D. brand activation
E. advertising media selection
You are directed to study the cultural, economic, technological, political, and legal
factors that are larger forces affecting your company. What are you studying?
A. the macroenvironment
B. the microenvironment
C. the business market
D. the marketing mix
E. the global environment
Which of the following should be true for a skimming price to be successful?
A. Target consumers should be price sensitive.
B. Supply should exceed demand.
C. Demand must be stable.
D. The producer should use intensive distribution.
E. The product has clear, meaningful advantages over alternatives in the market.
________ are those products purchased for further processing or for use in conducting a
business.
A. Unsought products
B. Specialty products
C. Shopping products
D. Industrial products
E. Accessories
The process of developing actions for various functions within a business to support
implementation of a strategic plan is called ________ planning.
A. product
B. tactical
C. portfolio
D. target
E. market
The ________ of a product line is the price below which all products in the line will be
priced.
A. price ceiling
B. dynamic price
C. price floor
D. price lining
E. online price
________ are necessities to meet urgent requirements.
A) Needs
B) Wants
C) Demands
D) Utilities
E) Equities
The salesperson makes contact with the customer for the first time in the ________ step
of the selling process.
A. prospecting
B. overcome objections
C. preapproach
D. approach
E. sales presentation
Johnson Boats wants to introduce a new model of boat into mature markets in highly
developed countries with the goal of quickly gaining mass-market share. As a
consultant, you should recommend a ________ pricing strategy.
A. skimming
B. penetration
C. price leadership
D. cost-plus
E. dynamic
Large business purchasers usually call for detailed product specifications, written
purchase orders, careful supplier searches, and formal approval. These are all examples
of how the business buying process is more ________ than the consumer buying
process.
A. formalized
B. creative
C. opinion-based
D. independent
E. concentrated
Catalogs, brochures, and product samples are all examples of which type of marketing?
A. direct-response advertising
B. mail order
C. dynamic imaging
D. Internet
E. sales promotion
When two Taco Bell restaurants have a disagreement over who should be able to sell in
quantity at a discount to the local high school band, they are in a ________ conflict.
A. vertical
B. multichannel
C. no-win
D. horizontal
E. functional
Which of the following best represents the options a company has when a product is
declining?
A. license or harvest the product
B. harvest or divest the product
C. divest, harvest, or license the product
D. license or pioneer the product
E. pioneer, harvest, or divest the product
The emergence of a new trend or the evolution of a new technology should cause a
marketer to ________.
A. change the company’s marketing-mix strategy
B. reevaluate the company’s marketing-mix strategy
C. identify a new target market for the company’s products
D. increase support for the current marketing-mix strategy
E. adopt new methods of measuring the success of the current marketing-mix strategy
________ involves assigning portions of the marketing budget to each marketing-mix
element so as to maximize revenues or profits.
A. Marketing-mix modeling
B. Marketing-mix theory
C. Marketing-mix optimization
D. Return on investment
E. Return on marketing initiatives
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 wooden writing utensils with customized engraving that Herb originally
manufactured and distributed were positioned on a(n) ________ level.
A. brand
B. values
C. basic
D. attributes
E. services
Anderson Athletics pays a fee to have its Web site included in a special section of a
search engine’s results when a consumer searches for ‘soccer cleats.” This is an example
of ________.
A. mobile advertising
B. classified advertising
C. print advertising
D. search marketing
E. gaming
________ are internal stimuli that encourage action.
A. Cues
B. Drives
C. Reinforcements
D. Norms
E. Perceptions
Which type of positioning is based on characteristics of the brand that stimulate sensory
or emotional connections with customers?
A. unique
B. symbolic
C. functional
D. experiential
E. optimized
Refer to the scenario below to answer the following questions.
In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a
shoe store, a small restaurant, and a grocery store. Over the next two decades, the small
town transformed into an international tourist attraction, attracting thousands of tourists
who are intrigued with the lifestyle of Shipshewana’s largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town’s popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller’s specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop’s display room with authentic Amish décor and
eventually hired three Amish friends to sew and embroider napkins and other textiles
per customer request. In addition, two women from the Amish community sought
permission from the Millers to display home-baked pastries and jellies on Tuesdays and
Wednesdays, the town’s busiest tourist days, when Shipshewana attracts swarms of
visitors to its flea market on the south edge of town.
“Shipshewana is full of specialty shops,” Mary Miller stated. “People don’t come here to
buy things made in China or Taiwan. They want real, Amish-made goods.”
The Amish décor and shop workers give customers an authentic impression of the pride
and skill built into the shop’s products. Under the 7 Ps concept of the marketing mix,
these aspects also contribute most directly to Indiana Wood’s ________.
A. product
B. promotion
C. physical evidence
D. packaging
E. positioning
________ are less frequently purchased consumer products that customers compare
carefully on quality, features, and benefits.
A. Shopping products
B. Convenience products
C. Unsought products
D. Industrial products
E. Line extensions
________ are low growth, high share services or products in the BCG matrix.
A. Stars
B. Cash cows
C. Question marks
D. Dogs
E. Cats
The most basic level upon which a product can be viewed is the ________, which
addresses the question, “What fundamental benefit is the customer buying?”
A. actual product
B. augmented product
C. core benefit
D. product design
E. utility product
The buying process starts with ________, in which the buyer recognizes a need or
want.
A. problem/opportunity recognition
B. information search
C. product awareness
D. product interest
E. evaluation of alternatives
An apparel marketer with a strong brand in the women’s casual wear market is planning
to launch that existing brand name into the new product category of women’s
accessories. Which brand development strategy is being implemented?
A. line extension
B. brand extension
C. multibranding
D. new brands
E. co-branding
Marketing logistics involves getting the right product to the right customer in the right
place at the right time at the right price. Which of the following is NOT included in this
process?
A. planning the physical flow of goods and services
B. implementing the plan for the flow of goods and services
C. controlling the physical flow of goods, services, and information
D. gathering customer’s ideas for new products
E. A and C
A company that is making an effort to improve customer relationships should look at
customer interactions as ________.
A. separate transactions
B. isolated exchanges
C. ongoing conversations
D. one-size-fits-all situations
E. patternless encounters
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of
________.
A. sales promotion
B. personal selling
C. public relations
D. direct marketing
E. advertising
Marketers use demographics and psychographics to ________.
A. better understand their competitors
B. better understand their customers
C. better predict company strengths
D. conduct a break-even analysis
E. evaluate pricing strategies
What is the first step in the marketing research process?
A. developing a marketing information system
B. defining the problem
C. designing the research
D. conducting the research
E. hiring an outside research specialist
Compare and contrast a raw material exporting economy to a subsistence economy.
Why does a firm’s number of prospects always equal or exceed its number of
customers?
How can a company benefit from a just-in-time inventory management system?
Identify and explain a key assumption that underlies antitrust legislation.
Distinguish between the three distribution intensity strategies.
How is marketing being applied in the not-for-profit sector?
Briefly explain how the traditional life-stage model has evolved in recent decades.
How does an ROMI perspective differ from a traditional marketing evaluation
perspective?
How does an NGO differ from a government organization?
Describe what must be understood by a marketer who wants to use various types of
media to build connections with people across the globe.
Eastman Kodak accused Japanese rival Fujifilm of selling color photographic paper in
the United States for as little as a quarter of what it charges in Japan. What unethical
and often illegal practice was Kodak accusing Fujifilm of implementing? Explain your
answer.
Explain why a customer’s level of satisfaction with a product may change from the
initial level of satisfaction.
Briefly describe both the benefits and disadvantages in pricing that companies have
experienced due to the globalization of commerce.
What is one advantage and one disadvantage to a store locating at a site without any
nearby stores?
Business marketers often alert customers to potential problems and then show how their
products provide solutions. These marketers are hoping to influence which stage of the
business purchase process?
A. description of the characteristics of the needed item
B. Evaluation of proposal
C. recognition of a problem or need
D. selection of an order routine
E. performance feedback