Archives: Quiz

Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________. A) customer lifetime value B) customer-perceived value C) customer relationship management D) partner relationship management E) customer equity Compare and contrast closed-ended questions and […]

In intermodal transportation, which of the following describes the use of both water and trucks for transportation? A) fishyback B) drawbar C) trainship D) piggyback E) airtruck Which of the following is the first step in the marketing research process? […]

Fifty percent of the market is in the hands of Company A, 30 percent is in the hands of Company B, 15 percent is in the hands of Company C, and the remaining 5 percent is in the hands of […]

Mission statements should be ________. A) meaningful and specific yet motivating B) technology oriented C) written solely for public relations purposes D) focused on increasing sales or profits E) strictly product oriented Big and Tall Men’s Shop carries men’s clothing […]

Which of the following is a type of joint venturing? A) trade embargo B) licensing C) direct investment D) direct exporting E) indirect exporting It is most accurate to say that the recession of 2008/2009 has resulted in ________. A) […]

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________. A) selective retention B) selective attention C) selective distortion D) cognitive dissonance E) consumer ethnocentrism A detailed version […]

Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________. A) line extension […]

The objective of causal research is to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help suggest hypotheses C) describe things, such as the market potential for a product D) assign a cause to a […]

From a(n) ________ point of view, Pepsi might see its competition as Coca-Cola, Dr Pepper, 7UP, and the makers of other soft drink brands. From a(n) ________ point of view, however, the customer really wants “thirst quenching.” A) market; industry […]

Sam Doharty, a purchasing manager in Willard Groups of Companies, is currently working with engineers and consultants to define the items to be purchased. Additionally, Sam and his team are ranking the importance of reliability, durability, and price desired in […]

When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________. A) occasion segmenting B) […]

Cozy Country Market entered the candle business with a unique product: a line of candles made from soy that produces less smoke and lasts up to twice as long as other candles. The firm sold this unique product exclusively to […]

The ________ limits the number of commercials aired during children’s programs. A) Children’s Online Privacy Protection Act B) Child Protection Act C) Fair Packaging and Labeling Act D) Children’s Television Act E) Consumer Product Safety Act Which of the following […]

Over the past few years, Binney and Smith’s Crayola crayons has expanded to more than 80 countries around the world. Crayola crayons are in the ________ stage of the PLC. A) introduction B) laggard C) maturity D) decline E) incubation […]

Which of the following is an example of an indirect marketing channel? A) June Bride, which sells bridal gowns via its click-to-order online catalogs B) Farmer Brown, who delivers fresh milk from his dairy to customers every morning C) Wine […]

Which of the following statements is true of the new product development process? A) The purpose of the idea screening stage is to create a large number of ideas. B) Under the business analysis stage, if the new product satisfies […]

A market research firm conducts a survey of soft-drink consumers to assess Pepsi’s and Coke’s strengths and weaknesses in attributes valued by both company’s target customers. The market research firm is using a ________. A) customer lifetime value estimation B) […]

Which of the following product offerings is intangible? A) a package of laundry detergent B) an ink cartridge for a printer C) a wool jacket D) a gold ring E) a taxi ride Designing international channels that take into account […]

Arrow is “a different kind of company, manufacturing a different kind of a car”; the RoadPro is “like nothing else.” Statements such as these reflect a firm’s ________. A) portfolio B) marketing segment C) positioning D) marketing mix E) mission […]

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site? A) using flashy graphics, bright colors and vivid pictures […]

Maria works for Sigma Inc., a firm that helps companies target and promote their products to the right markets. Sigma is most likely a ________. A) financial intermediary B) physical distribution firm C) marketing services agency D) reseller E) wholesaler […]

Mark has long supported a particular brand of footwear and has always bought that brand. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to […]

Formed in 2004 and formalized in 2008, ________ makes up the largest trading block after NAFTA and the European Union. A) CAFTA-DR B) FTAA C) UNASUR D) MCAN E) GATT “To busy multitaskers who need help remembering things, Evernote is […]

To the extent that a company can differentiate and position itself as providing superior customer value, it gains ________. A) competitive advantage B) complementary assets C) service life D) core competencies E) contingent liability Which of the following leads to […]

Price setting is usually determined by ________ in small companies. A) the top managers B) the marketing department C) the sales department D) divisional managers E) product managers In routine buying, buyers are often the ________, or at least the […]

Heineken beer is sold successfully in the same form around the world. Which of the following product strategies is illustrated in this example? A) product adaptation B) straight product extension C) product invention D) product augmentation E) communication adaptation ________ […]

After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept every promise it made when he booked the room, meeting all his needs. He added that it was a “thoroughly comfortable and […]

What is a disadvantage of a viral success? A) Many people will see the marketing message. B) The cost per exposure is relatively low. C) Word-of-mouth is strong. D) Publicity is always good. E) Marketers have little control over where […]

With the help of ________ systems, consumers can avoid watching ads. A) USB B) CCTV C) HDMI D) DVR E) XBMC Which of the following is true with regard to store brands? A) Store brands have been declining in popularity […]

In the communication process, the more the sender’s field of experience ________ that of the receiver, the more ________ the message is likely to be. A) varies from; distinguishable B) overlaps with; effective C) connects with; ineffective D) coincides with; […]

Omega Inc. makes lightweight sunglasses with 100-percent UV protection for people who love to hunt, hike, and ride bikes. The company’s long-term plans include the development of lenses that, in addition to protecting users from UV rays, would help reduce […]

Reasons sellers go beyond what is required by pricing regulations include all of the following EXCEPT that ________. A) it is good business to treat customers fairly B) customers that fully understand prices and pricing terms are happy customers C) […]

Department stores such as Kohl’s and JCPenney’s practice high-low pricing by ________. A) charging a constant, everyday low price B) providing few or no temporary price discounts C) increasing prices temporarily on select products D) having frequent sale days for […]

In a(n) ________, new products and marketing tactics are tested among specifically identified groups of customers and stores. A) controlled test market B) simulated test market C) standard test market D) systematic sample E) accidental sample Which of the following […]

Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) direct marketing D) buzz marketing E) sales promotion Tristan and Juliet, a newly married couple who intend to go to Egypt for […]

Information in a company’s database can come from many sources. An advantage of harnessing such information is to ________. A) eliminate employee turnover B) achieve a high degree of employee empowerment C) gain competitive advantage D) gain access to mass […]

A(n) ________ brings buyers and sellers together and assists in negotiations. A) agent B) broker C) retailer D) wholesaler E) industrial distributor The major activity in strategic planning is ________, whereby management evaluates the products and businesses that make up […]

________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices. A) Kiosk B) Ambush C) Direct-mail D) Mobile E) Catalog What sets the ceiling for product prices? A) product manufacturing costs B) sellers’ perceptions of […]

Lawyers, accountants, and other professionals typically price by adding a standard markup for profit. This exemplifies ________. A) target pricing B) cost-plus pricing C) value-based pricing D) break-even pricing E) penetration pricing ________ refers to the unique psychological characteristics that […]

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Capital items E) […]

For the past ten years, Bill and Margaret have saved money to go to the Super Bowl should their team, the Chicago Bears, reach the finals of the NFC championship. This is the year, and several tour companies offer attractive, […]

________ refers to buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation. A) Systems selling B) Performance review C) Problem recognition D) Proposal solicitation E) General […]

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example? A) personality symbol B) musical C) fantasy D) lifestyle E) slice of life Refer […]

Dove body soaps are sold successfully in essentially the same form around the globe. This is an example of straight product extension. Megaretailers have shifted the balance of power between retailers and producers, giving retailers more power. TRUE Benefit segmentation […]

A company’s mission statement provides the depth needed for all segments of the company to reach their goals. In product line pricing, price steps should account for differences in customer perceptions of the value of different features. TRUE Unsought products […]

Dynamic pricing is least prevalent online. Open-ended questions are especially useful in exploratory research. TRUE Consumers can easily explain what influences their purchases. FALSE For segmented pricing to be an effective strategy, prices should reflect real differences in customers’ perceived […]

Companies that watch variables such as income, cost of living, and interest rates, are more likely to be negatively affected by an economic change such as a recession or boom. If a company faces competition, its demand at different prices […]

The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces. Market development involves company growth by identifying and developing new market segments for current company products. TRUE Individual marketing is also […]

Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction. GreenTree Lawn and Garden Products is engaged in a review of the sales, costs, and profit […]

In a territorial sales force structure, as each salesperson travels within a limited geographic area, travel expenses are relatively small. Companies frequently try to offer the highest possible performance quality level. FALSE The aim of the entire value delivery network […]