The stage of the business buying process in which the chosen supplier(s) is given the
final order is the ________ stage.
A) performance review
B) proposal solicitation
C) order-routine specification
D) vendor-managed inventory
E) product specification
Which of the following is NOT a common variable used by both consumer and business
marketers while segmenting markets?
A) operating characteristics
B) loyalty status
C) usage rate
D) geographic location
E) benefits sought
When an effective program can be designed for attracting and serving a particular
segment, the segment is best described as ________.
A) accessible
B) measurable
C) competitive
D) actionable
E) differentiable
Selman & Saks offered the same razors and trimmers in France as in the United States.
Selman & Saks is an example of a ________.
A) product adaptation
B) communication adaptation
C) product invention
D) straight product extension
E) standardized global marketing plan
Commercial online databases are rich sources for obtaining ________.
A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data
Which of the following terms refers to a tax levied by a foreign government against
certain imported products to raise revenue or to protect domestic firms?
A) embargo
B) tariff
C) excise
D) exchange control
E) quota
Gary sends samples of sheet music to schools for demonstration or presentation. Which
of the following types of marketing is being illustrated from this statement?
A) kiosk marketing
B) viral marketing
C) direct-mail marketing
D) telemarketing
E) direct-response television marketing
Which of the following is a major advantage of the market organization?
A) The company is organized around the needs of specific customer segments.
B) The company exploits bleeding-edge technologies to keep ahead in the market.
C) The company has a flat organizational structure.
D) The company allows its salespeople to settle into a specific territory.
E) The company caters to a single, small market segment.
The interrelated departments within a company that influence marketing decisions form
the ________ environment.
A) cultural
B) economic
C) company
D) political
E) technological
A ________ is a name, term, sign, symbol, design, or a combination of these, that
identifies the maker or seller of a product or service.
A) feature
B) brand
C) line extension
D) package
E) value chain
What mode of transport should Kimberly use to ship its goods over long distances as
quickly as possible?
A) flatcars
B) water transport
C) air transport
D) trucks
E) railroads
A ________ calls for consumers to submit an entry to be judged by a panel that will
select the best entries.
A) contest
B) sweepstake
C) sample
D) premium
E) rebate
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
Fun-Spot Fun Park represents a high-growth, high-share business. According to the
BCG matrix, it can be classified as a ________.
A) star
B) question mark
C) bear
D) cat
E) dog
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
Dell produces and delivers PCs of competitive quality at lower costs. The company
constantly aims to achieve low production and distribution costs to win a large market
share. Dell utilizes a(n) ________ strategy very effectively.
A) overall cost leadership
B) differentiation
C) focus
D) blue ocean
E) market segmentation
Ron and Gail, owners of Fun-Spot, strive to provide new offerings and entertainment
options for their visitors. This type of strategy can be best described as ________.
A) market penetration
B) market development
C) product development
D) niche marketing
E) diversification
The key businesses of Kimberley and Price consist of a division that produces and sells
breakfast cereals and another that manufactures gardening tools. Each of these
businesses is called a ________.
A) market segment
B) strategic business unit
C) question mark
D) prospect
E) product portfolio
In the 1950s, Americans made a massive exit ________.
A) from the South to the Northeast
B) from the West to the Midwest
C) to foreign countries
D) from the cities to the suburbs
E) from the coastal towns to the cities
Which of the following is true about secondary data?
A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires
by the company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.
Which of the following is one of the social costs associated with cars?
A) traffic congestion
B) water pollution
C) new highways
D) new automobile models
E) cleaner roads
The purpose of ________ is to ensure that the company achieves the sales, profits, and
other goals set out in its annual marketing plan.
A) benchmarking
B) operating control
C) strategic control
D) SWOT analysis
E) a marketing audit
Advertising is a good way to ________, inform, and persuade.
A) educate
B) create
C) define
D) engage
E) harvest
Factors a company considers in setting its price include all of the following EXCEPT
________.
A) competitors’ strategies and prices
B) product costs
C) overall marketing strategy and mix
D) value of the product on the pre-owned market
E) nature of the market and demand
Which of the following are market challenger strategies?
A) expand total market and protect market share
B) expand market share and follow closely
C) full frontal attack and indirect attack
D) follow closely and follow at a distance
E) multiple niching and quality service
Sales force management includes all of the following EXCEPT ________ salespeople.
A) recruiting
B) evaluating
C) paying
D) supervising
E) training
The EU helped unify Europe by adopting the euro as a common currency. Adopting a
common currency has caused problems as stronger economic countries have had to
prop up all the following European countries EXCEPT ________.
A) Cyprus
B) Portugal
C) France
D) Greece
E) United States
Which of the following terms refers to the wholesalers and retailers that form a vital
link between the firm and its customers?
A) factory-supply networks
B) downstream partners
C) resource banks
D) upstream partners
E) supply channels
Questions a company should consider if a competitor initiates a price change include all
of the following EXCEPT ________.
A) “Are other competitors going to respond?”
B) “What will happen to the company’s market share if it does not respond?”
C) “Is the price change temporary or permanent?”
D) “Why did the competitor change the price?”
E) “How can we improve our product?”
Which of the following is a competitive position or role that firms play in the target
market?
A) surrogate consumer
B) market analyst
C) market maven
D) market nicher
E) laggard
Charlie Putnam received an e-mail promoting a new financial services institution that
offers surprisingly low mortgage rates. The e-mail simply asked customers to provide
their address, date of birth, social security number, and current mortgage information in
order to receive a free loan quote. Suspicious of the offer, Charlie researched the
company and discovered that the e-mail was a fraud. This is an example of ________.
A) cyberbullying
B) phishing
C) adware
D) spamdexing
E) viral marketing
Which of the following questions would help a marketer evaluate the return on a sales
promotion investment?
A) Was the sales force successful in filtering out the good prospects from the poor
ones?
B) Did customers enjoy the events associated with the promotion?
C) Did customers receive high-quality promotional products?
D) Did the promotion attract new customers or more purchasing from current
customers?
E) Were channel intermediaries effectively positioned to ensure a seamless supply of
products?
Opinion leaders are also referred to as ________.
A) leading adopters
B) lower uppers
C) innovators
D) lagging adopters
E) surrogate consumers
