A media flowchart contains the same basic information as a media plan in a more visual
form.
Consumers seldom make purchase decisions based solely on psychographics.
The PLC represents the common pattern of evolution of sales and profits that all
products share.
To create the right atmosphere, some retailers control every aspect of the consumer’s
store experience, including what customers hear.
When Sherwin Williams Paint Company has single ownership of integrated, successive
stages of production and distribution, it has created a horizontal channel.
The personalized email offering discounts on specific items that Geoff received from an
upscale cheese and wine shop is an example of an advertisement.
The Internet is a more appropriate direct marketing medium for life cycle marketing
than direct-response advertising is.
Today, most companies have moved back toward mass marketing and are being
choosier about the customers with whom they wish to build relationships.
M-Commerce is conducted through smart phones and other mobile devices.
A company’s net worth is determined by subtracting its liabilities from its assets.
For simplicity’s sake, most marketers generally limit their segmentation analysis to one
or a few variables.
A company that wants to establish a dominant market share during the introduction
stage of a product’s life cycle would be most likely to use a skimming strategy.
A markup and a margin both refer to the difference between a final price and unit cost.
The microenvironment consists of larger societal forces that affect a company, such as
economic, political, and cultural forces.
A satisfied customer is the most loyal type of customer.
An individual can not process stimuli subconsciously.
A room upgrade offered by a hotel to a guest who often stays in the hotel is an example
of a reward program.
In 2009, the majority of brands ranked among the top ten of Business Week’s Annual
Ranking of the Best Global Brands were brands owned by American companies.
To make positioning decisions, a marketer can use results from virtual shopping
environments.
Maslow’s theory is that human needs are arranged in a hierarchy and that an individual
must secure his or her most basic needs before tying to realize higher-order needs.
Some host countries require foreign companies entering a market to make a direct
investment in the country.
The consumer decision-making process is defined as the steps that consumers take to
identify and evaluate choice options.
Focus groups use no moderator to bias the answers, may produce more honest answers,
and can be used to collect large amounts of data at a low cost per respondent.
Quaker produces a variety of cereals. This variety is called a product line.
In evaluating different market segments, a firm should look at three factors: segment
size and growth potential, attractiveness, and brand objectives and resources.
Of the different types of buying situations, the modified rebuy presents the fewest
decisions for a business buyer to make.
The marketing mix includes production, price, promotion, and packaging; this is known
as the four Ps of marketing.
Private label goods have grown less popular over the past few decades as the products
offer retailers lower margins.
The research question should be defined in the first step of the marketing research
process.
The audience of national newspapers tends to be more upscale than the audience of
local newspapers.
Attitudes can be changed through experiences or education.
Tammi, a marketing manager of a line of women’s facial cleansers, is trying to
determine how to better track her target audience’s wants and needs. Under the 4 Ps
classification of the marketing-mix elements, Tammi is considering the product
element.
Guided by marketing strategy, a company designs a marketing mix made up of factors
under its control.
A glocal company is committed to using a combination of global and local marketing
tactics in every foreign market it enters.
Sony offers consumers more than just camcorders; it provides consumers with a
complete solution to their picture-taking problems, including additional customer
service and product warranties. This offering is called an augmented product.
A marketer who wants to be certain that an advertisement is in line with campaign
objectives should be more concerned with copy testing an advertisement before it is
aired than after it is aired.
A perceptual map is used to ________.
A. identify psychographic segments across broad geographic regions
B. translate a SWOT analysis into a visual medium
C. analyze the benefits and disadvantages of different targeting strategies
D. define the market based on consumer perceptions of competing products
E. identify at which stage of the marketing strategy process the marketer should be
Which type of advertising is used to build awareness and initial demand for a new
product?
A. personal advertising
B. persuasive advertising
C. reminder advertising
D. informative advertising
E. comparative advertising
Marketing ethics are rules for evaluating marketing decisions and actions based on
marketers’ duties and obligations to ________.
A. coworkers
B. shareholders
C. society
D. government
E. the economy
It is most accurate to say that the executive summary of a marketing plan is designed to
communicate ________ to senior leadership and business stakeholders.
A. specific controls and measurement
B. essential information
C. detailed market analysis
D. an overview of competitors’ actions
E. an overview of marketing needs
A customer shopping at a clothing store is also a(n) ________ of the store.
A) utility
B) stakeholder
C) demand
D) value
E) supplier
Through marketing accountability, marketing is treated more as a(n) ________ than as
a(n) ________.
A. effect; cause
B. indicator; art
C. process; art
D. art; process
E. art; science
Of the three parties involved in the distribution process, ________ own the goods that
are being distributed.
A. shippers
B. brokers
C. agents
D. carriers
E. consignees
In the BCG matrix, ________ are high share, high growth services or products. They
need heavy investment to finance rapid growth.
A. cash cows
B. question marks
C. targets
D. stars
E. dogs
The “triple bottom line” refers to a company’s ________, ________, and ________.
A. global performance; national performance; regional performance
B. ethics; society; culture
C. economic performance; environmental impacts; social impacts
D. economic performance; cultural impacts; social impacts
E. economic performance; sustainability; environmental impacts
After a title page, the next part of a typical business plan is the ________.
A. product overview
B. market overview
C. competitive overview
D. management overview
E. executive summary
________ is a person’s way of life as expressed in his or her choices about how to
spend time and personal resources.
A. Personality
B. Culture
C. Lifestyle
D. Attitude
E. Social class
Which of the following best explains why a company might adopt an undifferentiated
targeting strategy?
A. to more efficiently focus on its CRM strategy
B. to remove the need for clear positioning
C. to more easily appeal to global markets
D. to reduce production and advertising costs
E. to successfully compete in a market with many competitors
It is logical that ________ should return something better than a 1-to-1 relationship
between expected revenue and the amount to be invested in a marketing program.
A. ROMI
B. KPI
C. a purchase funnel
D. a copy test
E. an advertising report card
Which of the following is the best example of a want?
A) Gerard must find a way to get from his apartment to work.
B) Tomas decides to purchase new music for his iPod.
C) Michele is looking for a new place to live after learning that her lease will expire
next month.
D) Marie has found a babysitter to watch her toddler son while she is at work.
E) Jane is putting on a coat because it is cold outside.
Which of the following is true about customer relationship management?
A. It relies solely on information from internal sources.
B. Its aim is to maximize profit margins.
C. Its aim is to increase the efficiency of each customer transaction.
D. Its aim is to maximize profitable customer relationships.
E. It relies solely on information from external sources.
Which of the following laws is most relevant to the marketing mix category of
promotion?
A. the National Do Not Call Registry
B. the Consumer Products Safety Commission Act
C. the Robinson-Patman Act
D. the Sherman Antitrust Act
E. the Child Protection Act
Which of the following slogans used by automobile companies most strongly addresses
the cultural belief that change equals progress?
A. “Everyone dreams of an Audi.”
B. “Lincoln. Travel well.”
C. “Buick. It’s all good.”
D. “This is not your father’s Oldsmobile.”
E. “Chrysler. Drive = Love.”
When Heinz introduced EZ Squirt packaging and new colors such as Blastin’ Green and
Awesome Orange to revitalize consumer buying of its ketchup, the company was
introducing ________.
A. cosmetic change
B. context change
C. concept change
D. discontinuous innovation
E. a new core benefit
The ________ is the first and one of the most important influencers of group and
consumer behavior on an individual.
A. family
B. status group
C. normative group
D. subculture
E. reference group
________ includes all marketing activities conducted at an international level by
individuals or businesses.
A. Global marketing
B. Extraterritoriality
C. Industrialization
D. Multinationalism
E. Nationalized marketing
By definition, a company with a ________ owns multiple brands.
A. brand line
B. channel
C. portfolio of brands
D. brand position
E. brand alliance
The United States is most accurately characterized as a(n) ________.
A. global society
B. emerging market
C. underdeveloped market
D. traditional culture
E. consumer society
The Pure Drug Company produces insulin, a product with a very stable demand, even
though the price has changed several times in the past two years. Insulin is a product
with ________ demand.
A. joint
B. service
C. inelastic
D. elastic
E. fluctuating
Through ________, a local firm purchases the right to use a company’s processes and
brands in a service business.
A. indirect exporting
B. contract manufacturing
C. joint ownership
D. franchising
E. direct investment
________ broadens the logistics concept to include all organizations, both inside and
outside of a firm, that affect the distribution process.
A. Reverse logistics
B. Supply chain management
C. A vertical marketing system (VMS)
D. Just-in-time management
E. Physical distribution
Which of the following is a promotional technique that returns some or all of the
purchase price to the buyer to encourage product trial or repurchase?
A. contest
B. allowance
C. loyalty program
D. refund or rebate
E. premium
Pendergraff Pet Supplies divides the pet market according to the owners’ race,
occupation, income, and family life cycle. What type of segmentation does Pendergraff
use?
A. geographic
B. behavioral
C. needs
D. demographic
E. psychographic
Which of the following is a potential disadvantage of online marketing research?
A. Participants must be in a central location.
B. The format can restrict respondents’ expressiveness.
C. Results take longer to tabulate and analyze.
D. The cost of online focus groups is greater than that of most other research methods.
E. The format of the research tends to be more invasive.
Blake is in the process of buying a new car. He is highly involved in the purchase and
perceives significant differences among his three favorite models. Blake’s next step is
most likely to be ________.
A. postpurchase evaluation
B. evaluation of alternatives
C. routine response problem solving
D. subliminal perception
E. purchase decision
You are about to test a theory about decreasing sales in certain markets and their causes.
You are involved in what type of research?
A. exploratory
B. descriptive
C. explanatory
D. focus group
E. ethnographic
In a(n) ________ market structure, there are several sellers, each having slightly
different products with unique customer benefits.
A. monopoly
B. oligopoly
C. monopolistic competition
D. pure competition
E. natural competition
Which of the following is an example of a B2B transaction?
A. Maurice buys a new razor on his way home from work.
B. The amateur gardener buys a new wheelbarrow.
C. retailer buys athletic shoes to sell in his store.
D. professional chef bakes a birthday cake for her son.
E. Robin’s mother hires a math tutor to help Robyn pass algebra.
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As more organizations increase their focus on corporate responsibility, marketing
accountability is likely to become ________.
A. more creative
B. more challenging
C. more important
D. less technical
E. less expensive
The practice of ________ involves a firm injuring competition by charging different
prices to different members of its distribution channel.
A. price fixing
B. price lining
C. price bundling
D. deceptive pricing
E. price discrimination
Explain the difference between products and services, and give an example of each.
Give three examples of benefits that a company could use to position a brand.
Explain the five major segmenting variables for consumer markets.
Explain how the decision process in the business market and consumer market differs.
How have trends in channel leadership recently shifted?
Briefly describe how the demographic makeup of the United States is changing.
How is a company that buys a block of advertising pages in a magazine to advertise its
brand trying to eliminate noise, as it is defined in the communication model?
Each product will have a life cycle, although its exact shape and length is not known in
advance. Briefly explain each step in the PLC.
What are two internal reasons that might cause a company to reconsider its
marketing-mix strategy?
Explain why, according to Kotler, the 4 Ps concept of the marketing mix should be
replaced with the 4 Cs concept. Include a brief explanation of each of the 4 Cs.
Briefly discuss why many companies choose to use music in their television and radio
advertisements.
Briefly provide two reasons that more and more consumers are joining the
environmentalism movement.
Briefly explain in what way subliminal advertising may be effective.
Innovations is a producer of electronic circuits that power a variety of technological
devices produced by other companies. Innovations sells its products to ________
markets.
A. business
B. government
C. Consumer
D. internal
E. financial
Briefly describe the advantages and disadvantages of selecting an out-of-home media
vehicle.
A major manufacturer of bread sells its finished products to a grocery store chain. This
grocery store then sells the bread to its customers. What type of channel is this, and
what are the levels of distribution?
What type of company would benefit most from using a product line sales force
organization?
Why are organic foods considered to be better for the environment?