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 statement
Mark’s Markers, a manufacturer of white board markers, has required its dealers to
charge a specified retail price for its markers. Mark’s is most likely guilty of ________.
A) captive pricing
B) retail price maintenance
C) price discrimination
D) competitive pricing
E) unfair price skimming
Which of the following is part of an internal green marketing program?
A) design for environment practices
B) cradle-to-cradle practices
C) biodegradable packaging
D) product stewardship
E) new clean technology
GigaTalk, a U.S. based computer manufacturing company, found that Japanese
commuters had difficulty using standard laptops on crowded rush-hour trains because,
while standing, commuters cannot use their laptops. So GigaTalk created a standing
computer. This computer includes a touch screen and small keyboard that can be used
while standing or on the move. This is an example of ________.
A) straight product extension
B) standardized global marketing
C) product adaptation
D) dual adaptation
E) communication adaptation
If Detroit DLX charges the same price for the delivery of its product to customers
located in the states near the Great Lakes, but a different price to customers elsewhere,
the company is using ________.
A) psychological pricing
B) promotional pricing
C) zone pricing
D) reference pricing
E) uniform-delivered pricing
Sales promotions are targeted toward members of the sales force, business customers,
retailers, wholesalers, and ________.
A) final buyers
B) employees
C) manufacturers
D) suppliers
E) upstream companies
Which of the following refers to the total combined customer lifetime value of all of the
company’s current and potential customers?
A) share of customer
B) marketing mix
C) customer equity
D) target market
E) customer-perceived value
In a SWOT analysis, ________ include favorable trends in the external environment.
A) strengths
B) challenges
C) weaknesses
D) opportunities
E) threats
Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct and digital marketing
A group of business entrepreneurs who worried about their teenage children drinking
and driving decided there must be some way to approach this problem proactively. They
came up with an idea for a pair of blurry goggles. They believed looking through the
goggles would simulate what the world looks like when someone is seriously
intoxicated. They developed a crude pair of blurry goggles to show prospective
customers. This crude pair of goggles is known as a ________.
A) prototype
B) concept test
C) product concept
D) product image
E) product idea
Malcolm Sanders, a graduate student from Boston, makes customized snowboards for
local snowboarding enthusiasts. The demand for snowboards peaks during the winter
months, a busy time for Malcolm. He advertises more aggressively and sells most of his
snowboards around this time. Which market segmentation approach does Malcolm
most likely use?
A) gender segmentation
B) psychographic segmentation
C) occasion segmentation
D) geographic segmentation
E) age and life-cycle segmentation
Commercial online databases are rich sources for obtaining ________.
A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data
A regional supermarket chain runs print, radio, and television advertisements
announcing that 1 percent of its sales is donated to local after-school programs for
underprivileged youth. This is an example of ________.
A) cause-related marketing
B) generational marketing
C) sustainable marketing
D) market segmentation
E) product differentiation
Consumer advocates, government agencies, and other critics have accused marketing of
harming consumers through ________.
A) technological obsolescence
B) sales promotion tactics
C) viral marketing
D) anti-trust laws
E) planned obsolescence
When Gary Hirshberg started the Stonyfield Farm yogurt company, he stated that his
company could do better with less advertising, less marketing research, and more
guerrilla marketing. He came up with innovative marketing ideas to promote his
products such as having sales personnel dress up as large yogurt cartons to distribute
free yogurt samples. Which of the following marketing strategies was being
implemented by Hirshberg?
A) formulated marketing
B) entrepreneurial marketing
C) ambush marketing
D) undercover marketing
E) intrapreneurial marketing
Amor, a successful brand of women’s clothing, recently introduced a line of fitness
equipment. This is an example of ________.
A) mass customization
B) niche marketing
C) diversification
D) prospecting
E) product adaptation
Which of the following refers to a probability sample in which the population is divided
into mutually exclusive groups (such as blocks), and the researcher draws a sample of
the groups to interview?
A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample
Refer to the scenario below to answer the following question(s).
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
Refer to the scenario below to answer the following question(s).
Kimberly’s Crown sells and designs jewelry. Despite the jewelry’s popularity, products
are available only through a few shopping stores across the country.
Kimberly decides to alter its distribution strategy so that its jewelry is accessible to the
public only through one distributor. The strategy they’re considering is known as
________ distribution.
A) elusive
B) extensive
C) exclusive
D) selective
E) elective
Of the following actions, which is permitted in personal selling activities?
A) obtain or use trade secrets
B) criticize competitors by using inaccurate information
C) bribes to those who can influence a sale
D) offer incentives such as discounts based on size of an order
E) stretching the truth when describing advantages of a product
Refer to the scenario below to answer the following question(s).
Most clients of Second Avenue have learned about the store through word-of-mouth
communication. This small retailer of quality secondhand children’s clothing thrives on
the sale of a vast inventory of children’s clothing placed on consignment. “Because
small children grow so quickly,” Second Avenue’s owner commented, “they often
outgrow many of their clothes before they’ve hardly been worn!”
Second Avenue provides a way for people to sell their children’s clothing, earn a few
dollars, and buy the next larger size. “We’re extremely picky about the condition of the
clothing we stock,” the owner stated, “but we sell most items at a 60-percent discount.”
The owner of Second Avenue wants to establish a community clothing drive to collect
clothes for a local children’s shelter. The owner is planning to set up collection barrels
outside Second Avenue. In this case, which of the following public relations tools is
being used by the owner?
A) press relations
B) product publicity
C) lobbying
D) development
E) public affairs
________ occurs when someone in the company identifies a need that can be met by
acquiring a specific product or service.
A) Solutions selling
B) Proposal solicitation
C) Problem recognition
D) Performance review
E) Real-time marketing
Robin works in a manufacturing company in Ohio. She sells products and handles
customer requests via the company’s online live chat feature. In her company, Robin is
most likely a part of the ________.
A) outside sales force
B) inside sales force
C) product designing team
D) operations management team
E) executive management
An American airline company started a grocery chain in Australia. This is an example
of product development.
Which form of marketing research involves talking with people in their homes or
offices, on the street, or in shopping malls?
A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research
To ________, a marketer would most likely ask target audience members whether they
remember the message, how many times they saw it, and what points they remember.
A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal
An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as
trendsetters who try out new products in the market before others. These three groups
are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
In 2011, the fixed costs of a company were $500,000, and its variable costs equaled
$150,000. In 2010, the company made an annual profit of $200,000. It has been
predicted that, despite a steady growth, the company’s variable costs will likely equal
$300,000 by 2013. The total costs of the company in 2011 were ________.
A) $350,000
B) $450,000
C) $650,000
D) $800,000
E) $950,000
Marketers describe the way a consumer processes information to arrive at brand choices
as ________.
A) alternative evaluation
B) information search
C) impulse buying
D) consumer capitalism
E) cognitive dissonance
CellTones, a new company selling several types of cellular phones, has closely modeled
its products after successful products that are already in the marketplace. As it prepares
to enter the market with its new products and services, which of the following should
concern CellTones the most?
A) legal obligations to suppliers and dealers
B) patent laws
C) distribution requirements
D) product liability suits
E) limited warranties