In an attempt to set the company apart from its competitors, United Parcel Service has
its employees wear brown uniforms and drive brown trucks. What type of public
relations tool is UPS using?
A) buzz marketing
B) social networking
C) corporate identity materials
D) product publicity
E) public service materials
________ is a decision process in which marketing managers determine the strategies
that will help the firm meet its long-term objectives and then execute those strategies
using the tools they have at their disposal.
A) Total quality management
B) Sustainability
C) Return on investment
D) Marketing
E) The open source model
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word about the company’s new products.
This is an example of using ________.
A) avatars
B) brand communities
C) brand evangelists
D) sock puppeting
E) direct marketing
An office supply store that pays a discounted price when it orders more than 12 metal
filing cabinets is receiving a(n) ________.
A) merchandising allowance
B) promotional product
C) case allowance
D) co-op promotion
E) incentive program
Worthington Farm raises chickens. For years, it has used wooden coops to haul its
poultry to market. When Bob Worthington went to reuse some of his coops, he noticed
many of them could not be sufficiently cleaned for reuse and ought to be replaced.
Worthington was at which stage of the business buying process?
A) problem recognition
B) vendor analysis
C) information search
D) information evaluation
E) product selection
Demographic variables are so frequently used in market segmentation because they
________.
A) create smaller segments than other methods do
B) create more easily reached segments than other methods do
C) do not involve stereotypes
D) are easy to measure in comparison to many other methods
E) involve fewer attributes to consider than other methods do
Which of the following is an example of a variable cost for an amusement park?
A) salary of the park manager
B) food cart supplies
C) liability insurance
D) interest on the property’s mortgage
E) property taxes
A 30-minute television advertising program marketing a single product is referred to as
a(n) ________.
A) home shopping network
B) infomercial
C) short-messaging system
D) m-commercial
E) mass marketing advertisement
A(n) ________ is a new product that copies, with slight modification, the design of an
original product.
A) augmented product
B) discontinuous innovation
C) dynamically continuous innovation
D) continuous innovation
E) knockoff
A new shampoo advertisement on television identifies all of the wonderful benefits the
consumer will enjoy when using one company’s shampoo as opposed to another
company’s shampoo. What is this company seeking to convey in this television
commercial?
A) the product’s time utility
B) the product’s distinctive competency
C) the company’s production orientation
D) the company’s marketing segmentation process
E) the product’s differential benefits
Which approach to measuring brand equity focuses on the ability of a brand to charge a
higher price than the price charged by an unbranded equivalent?
A) revenue premium metrics
B) financial market metrics
C) product-market outcomes metrics
D) equity-identity metrics
E) customer mind-set metrics
Which of the following is true about the market entry strategy of direct investment?
A) It allows a foreign firm to take advantage of a domestic company’s political savvy
and market position.
B) It relies on export merchants to analyze the local market.
C) It provides the lowest level of risk for a firm.
D) It relies on intermediaries to represent the company in a target country.
E) It provides the lowest level of control for a firm.
A new company called LidRock is prospering because it figured out a novel way to get
music, video games, and movies into the hands of consumers: on mini-CDs tucked into
the lids of soft drinks. LidRock is focusing on which one of the four Ps?
A) product
B) price
C) promotion
D) place
E) profit
Which of the following statements about buying centers is true?
A) The buying center is like a central command.
B) The buying center roles are specified on the organizational chart.
C) The most commonly found buying center has six employees, one to assume each of
the buying center’s roles.
D) An individual’s role in the buying center does not change.
E) The members of a buying center typically participate in a cross-functional team.
A viable target market should ________.
A) have needs that can adequately be served by the marketer
B) not be reachable by other organizations
C) have the same needs as similar-sized groups
D) be the most profitable possible target market
E) be the largest possible market
Product placements in television programs and movies are examples of ________.
A) advergaming
B) branded entertainment
C) authenticated streaming
D) rich media
E) consumer-generated media
Data such as which customers buy which products, which items the company has in
stock, and when the company ships items to its customer are all examples of ________.
A) marketing intelligence
B) acquired data points
C) external primary data
D) marketing research
E) internal company data
When a snow blower shop offers a price reduction to customers who buy during the
spring and summer, the shop is giving a(n) ________ discount.
A) functional
B) seasonal
C) annual
D) trade
E) allowance
In the British Isles, Guinness brewery was given the right to produce and market
Budweiser beer by Anheuser-Busch, its U.S. brand owner. Because Guinness pays
Anheuser-Busch royalties for the use of its brand, this is an example of a(n) ________.
A) licensing agreement
B) export merchant
C) joint venture
D) marketing mix alliance
E) direct investment by Anheuser-Busch
A ________ is a good, service, idea, place, or person—whatever is offered for sale in
the exchange.
A) product
B) place
C) utility
D) benefit
E) demand
Through the data mining application of ________, marketers offer promotions to
noncustomers who share demographic characteristics with current customers.
A) customer retention
B) customer loyalty
C) customer acquisition
D) customer abandonment
E) market basket analysis
Which of the following allow shoppers to bid on everything from bobble heads to
health-and-fitness equipment?
A) freemiums
B) shopbots
C) reverse auctions
D) online auctions
E) extranets
Of the following, which sales job requires the LEAST creative selling?
A) order getter
B) order taker
C) team selling member
D) new-business salesperson
E) missionary salesperson
The pharmaceuticals division of Omni Healthcare holds low market share in a
high-growth market. In order to increase market share, managers would be most likely
to decide which of the following?
A) hold the pharmaceuticals division’s share
B) implement a harvest strategy
C) use money from a cash cow to promote the pharmaceuticals division
D) divest the SBU
E) diversify the pharmaceutical division
A marketer of hair care products targeted at African American women created an
advertising message that told the women their hair could be worn any way they wanted,
not just straight. The message suggested the women did not need to conform to the
mainstream media definition of beauty. It is most accurate to say that this ad was based
on an understanding of ________.
A) social class
B) the family life cycle
C) self-concept
D) lifestyle
E) sensory marketing
Scrambler is a popular smartphone app that users can download and play for free. The
makers of Scrambler make the app profitable by selling information obtained about
users as they play the game. Marketers would most likely use this information for the
data mining application of ________.
A) customer acquisition
B) customer retention
C) customer loyalty
D) customer abandonment
E) customer analysis
Which of the following most accurately identifies a difference between a weakness and
a threat in SWOT analysis?
A) A company is more able to change a threat than a weakness.
B) A company is more able to change a weakness than a threat.
C) A company can be more negatively affected by a weakness than by a threat.
D) A company can be more negatively affected by a threat than by a weakness.
E) A company can more easily identify threats than weaknesses.
Which of the following statements about organizational markets is true?
A) The average purchase size in organizational markets is much smaller than the
average purchase size in the consumer market.
B) Demand for products in the organizational market is derived from demand for
consumer products.
C) Most demand for organizational markets is fixed.
D) Organizational marketers have a broad customer base and a large number of buyers.
E) Joint demand is not a factor.
The ________ is the actual product plus supporting features, such as delivery,
installation, financing, and warranty.
A) brand
B) innovation
C) augmented product
D) potential product
E) core product
Which of the following is most closely associated with upscaling in retailing?
A) fewer members in the channel of distribution
B) more members in the channel of distribution
C) greater operating costs
D) lower operating costs
E) lower levels of customer service
In business-to-business channels, the functions of a merchant wholesaler are performed
by a(n) ________.
A) sales office
B) commission merchant
C) merchant broker
D) business retailer
E) industrial distributor
For a company that manufactures plastic signs, the printing press to make the signs, the
manager’s salary, and the utilities are all examples of ________.
A) fixed costs
B) average fixed costs
C) variable costs
D) marginal costs
E) everyday costs
The CEO, president, and top executive officers are responsible for ________ in the
strategic plan.
A) operational planning
B) developing the details of the pricing strategy
C) designing ad campaigns
D) defining the firm’s purpose
E) determining employee benefits
A ________ is someone who searches through multiple, disparate data sources in order
to discover insights that will provide a competitive advantage.
A) search engine optimizer
B) data broker
C) data warehouser
D) data scientist
E) reality miner