________ 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 need specification
Which of the following should be a manufacturer’s first step when designing an
effective marketing channel?
A) set channel objectives
B) analyze consumer needs
C) identify channel alternatives
D) evaluate channel alternatives
E) establish strategic alliances
World product groups, geographical organizations, and international subsidiaries are all
options for organizing a(n)________.
A) export department
B) indirect exporting venture
C) joint ownership
D) international division
E) standardized global marketing strategy
Marketers should understand that people’s core beliefs and values tend to be ________.
A) fixed
B) highly flexible
C) similar around the world
D) constantly and rapidly changing
E) easily influenced by secondary beliefs
Which of the following factors would most likely lead to a company initiating a price
cut?
A) over-demand
B) weakened economy
C) poor competition
D) cost inflation
E) weak price competition
Firms that decide against international expansion to play it safe ________.
A) protect themselves from competition at home
B) gain a competitive edge against imports in their home markets
C) successfully shield themselves from foreign competition
D) risk losing their home markets
E) increase their chances of entering other markets
Since the global company sees the world as one market, it raises capital, obtains
components and materials, and manufactures and markets its goods ________.
A) at home
B) in the lowest-cost country near where each product will be sold
C) in each country in which it does business
D) in the lowest-cost country on each continent
E) wherever it can do the best job
________ allows consumers to gain additional information about a product through the
use of a remote control.
A) Telemarketing
B) Kiosk marketing
C) Podcasting
D) Video conferencing
E) Interactive television
________ are designed to engage consumers in interactions that will move them closer
to a direct purchase or other marketing outcome.
A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts
Which of the following is one of the four consumer perception dimensions used by ad
agency Young & Rubicam to measure brand strength?
A) brand conformance
B) brand consistency
C) brand convenience
D) brand extension
E) brand relevance
Under ________ pricing, different versions of the product are priced differently but not
according to differences in their costs.
A) product form
B) optional product
C) captive product
D) by-product
E) seasonal
Costs that change with the level of production are referred to as ________.
A) fixed costs
B) variable costs
C) target costs
D) total costs
E) overhead costs
The research plan ________.
A) provides comprehensive marketing intelligence about competitors
B) outlines sources of existing data and spells out the specific research approaches
C) does not include sampling plans
D) does not include contact methods
E) precedes the definition of research objectives
Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes
in its ad campaigns to help sell its products. This is an example of ________ marketing.
A) person
B) place
C) social
D) organization
E) internal
Which of the following is true about e-mail marketing messages?
A) E-mail marketing messages involve sending an offer, announcement, reminder, or
sample to a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted
consumers, exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and
result in low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media
such as television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the
customers compared to traditional direct mail.
GamaPix makes point-and-shoot cameras and handycams for amateur photographers
and hobbyists. It also has a separate line of cameras dedicated to professional
photographers. Additionally, it designs separate offers for each segment. Which of the
following marketing strategies does GamaPix most likely use in this instance?
A) mass marketing
B) differentiated marketing
C) individual marketing
D) local marketing
E) direct marketing
Which of the following is true with regard to e-procurement?
A) E-procurement has significantly declined in recent years.
B) Typically, business marketers do not favor e-procurement as it offers them little
benefit.
C) E-procurement has been widely practiced since the 1950s.
D) E-procurement adds to existing inefficiencies in the supply chain.
E) E-procurement hastens order processing and delivery.
Which of the following acts requires that Web site operators obtain parental consent
before collecting personal information about children under the age of 13?
A) Safe Children’s Act of 2001
B) Children’s Online Privacy Protection Act
C) Children’s Online Protection Act
D) Adam Walsh Child Protection and Safety Act
E) Children’s Act for Responsible Employment
Which consumer promotion tool requires the consumer to provide a proof of purchase
to the manufacturer?
A) price packs
B) coupons
C) samples
D) rebates
E) displays
Refer to the scenario below to answer the following question(s).
Ruben Delgado 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 contract with Elmore ended.
Ruben built a company reputation on the manufacturing 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. Ruben Delgado established a brand name, known merely as Delgado, and
decided to expand on it.
Ruben 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 Ruben’s biggest added
touch, however, was the addition of two salespeople who would work to explain the
diverse array of products offered by Delgado, as well as nurture existing accounts.
“We make an excellent product,” Ruben Delgado stated, “and we honor a good
guarantee on everything we sell. But let’s face it—we face hundreds of competitors! We
need Delgado representatives out there to help prospects understand what they should
demand in something as simple as a writing tool.” The Delgado brand was
fast-becoming synonymous with top-notch customer service. Part of the purchase
package brought personal visits from the Delgado representative, before the purchase
and long after.
Which type of product does Delgado manufacture?
A) industrial
B) convenience
C) specialty
D) shopping
E) unsought
A ________ refers to the way a product is defined by consumers on important attributes
—the place the product occupies in consumers’ minds relative to competing products.
A) core competency
B) value stream
C) value proposition
D) product position
E) product specification
A ________ is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
Sparkling Valley, a luxury resort, prices cottages facing the lake higher than cottages
that do not, even though the cottages and services offered are identical in every other
aspect. This form of pricing is called ________ pricing.
A) location-based
B) time-based
C) by-product
D) seasonal
E) captive product
Which of the following is a drawback of local marketing?
A) Local marketing increases manufacturing costs by reducing the economies of scale.
B) Local marketing requires specialization that is difficult to identify.
C) Local marketing is not profitable for most small firms.
D) Local marketing cannot accommodate the needs of modern buyers who are
technology savvy.
E) Local marketing almost always results in brand dilution.
A company that makes products that have low immediate appeal but may benefit
consumers in the long run are ________ products.
A) deficient
B) desirable
C) pleasing
D) salutary
E) profitable
Product improvements, product modifications, and original products can all be
classified as ________.
A) blueprints
B) new products
C) prototypes
D) product extensions
E) test products
The BRICS countries are ________.
A) Bolivia, the Republic of Haiti, Israel, and Chile
B) Britain, the Republic of the Marshall Islands, Ireland, and the Commonwealth of
Australia
C) Brazil, Russia, India, China, and South Africa
D) Burundi, Rwanda, Ivory Coast, and Congo
E) Belarus, Romania, Iceland, and Czech Republic
Many firms hire celebrities to appear in their advertisements. Which step of the
communication process is represented?
A) collecting feedback
B) designing a message
C) selecting the message source
D) determining the communication objectives
E) choosing the media
Which of the following is most likely true about international research?
A) The availability of good secondary data makes international research rewarding.
B) The costs of conducting international research are much higher than the benefits
offered.
C) Technology enables customer responses to be translated quickly and accurately.
D) Costly international research is necessary if firms want to succeed in foreign
markets.
E) Interpretations of data are fairly consistent among different countries.
________ consists of evaluating each market segment’s attractiveness and selecting one
or more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ are low-share business units in high-growth markets that require a lot of cash
to hold their share.
A) Stars
B) Dogs
C) Question marks
D) Cash cows
E) Bears
A company can protect its market share through all of the following EXCEPT
________.
A) continuous innovation
B) attacking its competitors directly
C) preventing or fixing weaknesses
D) fulfilling its value promise to customers
E) pricing its products to be consistent with the customers’ perceived value
How can sales promotion be accomplished through samples?
Distinguish between market segmentation and market targeting.
What is horizontal conflict? Illustrate your answer with an example.
Michael Porter suggested four basic competitive positioning strategies that companies
can follow, three winning strategies and one losing one. Name and describe these four
different strategies.
How does strategic planning benefit companies?
Discuss the ways in which critics accuse marketing of harming the consumer.
How have shopping centers changed in the past few decades?
How have department stores responded to increased competition by specialty stores and
lower-priced discounters?
How are specialty products distributed?
Briefly define the four marketing concepts.
How have large retailers such as Walmart changed the dynamics of partnering with
resellers?
Briefly explain mass customization.
Explain how the PLC applies differently to a product class than to a product form.
What is high-low pricing?
What is a strategic business unit (SBU)?