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, but very similar, packages to the
game. Since all packages are pretty much the same, they have chosen one that fits their
budget. Bill and Margaret are most likely exhibiting ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) consumer capitalism
E) consumer ethnocentrism
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 Company D. Based on these hypothetical numbers, Company B is the
market ________.
A) leader
B) challenger
C) follower
D) nicher
E) maven
________ are ambassadors who enthusiastically share their passion for a company’s
products with large circles of friends and acquaintances.
A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators
Within a company, who is most likely to perform strategic planning?
A) the president and vice presidents
B) the accounting and finance departments
C) the marketing and sales departments
D) cross-functional teams of divisional managers close to their markets
E) the manufacturing and production departments
A market challenger that matches the competitor’s product, advertising, price, and
distribution efforts is most likely ________.
A) creating multiple niches
B) pursuing an indirect attack
C) launching a full frontal attack
D) exiting from the current market
E) implementing a blue ocean strategy
In the ________ stage of the selling process, a company first identifies qualified
potential customers.
A) preapproach
B) follow-up
C) prospecting
D) presentation
E) approach
Which of the following is an advantage of using a sales force automation system?
A) lowers sales team training costs
B) records major competitor’s sales
C) eliminates the need for an inside sales force
D) eliminates employee attrition
E) improves customer service
The FTC has adopted a three-day cooling-off rule to give special protection to
________.
A) customers who purchased because of deceptive advertising
B) customers who purchased because of bait-and-switch tactics
C) customers who were not seeking a product
D) resellers who do not receive proportionately equal treatment from manufacturers
E) resellers who are not covered by the Robinson-Patnam Act
________ positioning involves providing the most upscale product or service and
charging a higher price to cover the higher costs.
A) More for the same
B) More for less
C) Same for less
D) Less for much less
E) More for more
Sail Metalworks Inc. is currently looking for the best vendors of metal sheets. In other
words, Sail Metalworks is ________.
A) preparing a general needs description
B) deciding on product specification
C) conducting a supplier search
D) preparing an order-routing specification
E) reviewing suppliers’ performance
Which of the following questions is an example of a closed-end question?
A) Why do you think some people are more comfortable taking risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor?
E) What is the best way to prevent weeds in a garden?
Managers at the Imperial Hotel-Chicago complained that the chain’s overall image was
hurt because Imperial Hotel-Dallas was overcharging guests and providing poor
service. The Imperial Hotel was experiencing ________ conflict.
A) equilateral
B) vertical
C) multitiered
D) communal
E) horizontal
Which of the following is the final step of the marketing research process?
A) developing the research plan
B) implementing the research plan
C) interpreting and reporting the findings
D) selecting a research agency
E) defining the research objectives
Often, international researchers must collect their own primary data because ________.
A) reliable secondary data is both scarce and difficult to find
B) information from commercial online databases is unreliable
C) it is cheaper to obtain primary data than secondary data
D) it is easier to obtain primary data than secondary data
E) it is illegal in some countries to track customer data
Cybertron Inc. was accused of deceptive pricing. Which of the following explains what
most likely occurred?
A) Cybertron refused to advertise sale prices in the local paper.
B) Cybertron sold only defective products at the advertised price.
C) Cybertron advertised a large price reduction from a phony high retail list price.
D) Cybertron misrepresented a product’s features in an ad.
E) Cybertron used misleading labeling.
Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning
supplies for her custodial staff, using the same vendor and ordering relatively consistent
amounts of the same products on each purchase. This is an example of ________.
A) a modified rebuy situation
B) a new task
C) a straight rebuy situation
D) reverse auction
E) product differentiation
A quantity discount is a price reduction for buyers who ________.
A) buy merchandise out of season
B) buy merchandise in bulk
C) pay their bills on time
D) buy discontinued products
E) return old items while buying new ones
Refer to the scenario below to answer the following question(s).
Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It
has contracts with several large farms in Riverdale, 80 miles away from the factory, that
agree to sell their produce to Giant Beanstalks. The company’s products are available to
the public only through Greenleaf, a grocery chain with 38 stores in the country.
Which of the following is Giant Beanstalks’ upstream partner?
A) the management of Greenleaf
B) the farmers of Riverdale
C) the trucks that carry Giant Beanstalks’ products to Greenleaf
D) the end-consumers who buy the canned vegetables from Greenleaf
E) the logistics division of Giant Beanstalk
BlueFin canned tuna has higher sales than its unbranded rival, even though the
unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has
________.
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance
Which of the following promotion tools involves building up a positive corporate image
and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
James is looking for a new suit for a job interview. He is shopping at Smith & Jones, a
well-regarded menswear store. While he looks at various styles and uses his smartphone
to scan codes, the menswear shopping app provides him with suggestions for shirts,
ties, and shoes that would complete the ensemble he needs to make a strong, positive
impact at his interview. The ability of the app to provide this information serves to
________.
A) enrich the shopping experience
B) annoy James
C) complicate the shopping experience
D) use James’ data plan
E) interrupt the shopping experience
Kodak’s film business didn’t lose out to direct competitor Fujifilm; it lost out to Sony,
Canon, and other digital camera makers, along with a host of digital image developers
and online image sharing services. This is an example of ________.
A) a blue ocean strategy
B) competitor backlinking
C) self-competition
D) competitor myopia
E) marketing myopia
Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not
durable enough. She informed the hospital authorities about Grace Care Inc., a new
company selling lightweight and durable gurneys. In this instance, Marissa played the
role of a(n) ________.
A) strategist
B) buyer
C) gatekeeper
D) influencer
E) decider
The competitive intelligence system continuously collects information from the field
through ________.
A) government publications
B) online monitoring
C) speeches
D) online databases
E) market surveys
When Verizon Wireless began offering the iPhone, it used its “Can you hear me now?”
slogan to attack AT&T’s rumored spotty service. This example best illustrates
________.
A) informative advertising
B) reminder advertising
C) comparative advertising
D) covert advertising
E) institutional advertising
Which of the following involves introducing less-expensive versions of established,
brand name products?
A) markup pricing
B) good-value pricing
C) time-based pricing
D) cost-based pricing
E) target profit pricing
In the ________, separate sales forces are set up for different industries.
A) territorial sales force structure
B) digital marketing system
C) customer sales force structure
D) geographical operations system
E) product sales force structure
Which term refers to an in-store machine that allows a customer to order merchandise
not carried in the store?
A) kiosk
B) automated teller machine
C) virtual catalog
D) interactive TV
E) direct-response device
In ________ research, the objective is to gather preliminary information that will help
define the problem and suggest hypotheses.
A) exploratory
B) statistical
C) causal
D) analytic
E) descriptive
In which stage of the business buying process does the buyer contact suppliers for bids?
A) general needs description
B) product specification
C) supplier search
D) proposal solicitation
E) order-routing specification
Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly
guesses the date on which Waldo Stores was first established in the Boston area. Which
type of sales promotion is evident here?
A) contest
B) sample
C) premium
D) trade promotion
E) point-of-purchase promotion
Refer to the scenario below to answer the following question(s).
Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It
has contracts with several large farms in Riverdale, 80 miles away from the factory, that
agree to sell their produce to Giant Beanstalks. The company’s products are available to
the public only through Greenleaf, a grocery chain with 38 stores in the country.What
distribution strategy does Giant Beanstalks use?
A) inclusive distribution
B) exclusive distribution
C) selective distribution
D) intensive distribution
E) extensive distribution
Demand for outboard motors depends on consumers purchasing fishing boats. This is
an example of ________ demand.
A) primary
B) composite
C) derived
D) elastic
E) negative
The BeautyShop, a manufacturer of skin care products, uses only plant-based materials
for its cosmetic products. It supports several environmental protection movements and
movements defending human rights. This accounts for the company’s efforts to build
good will and corporate social responsibility. This exemplifies the ________ concept.
A) consumer business
B) strategic planning
C) consumerism
D) direct marketing
E) sustainable marketing
Electrowhip, a company that manufacturers blenders and electric whisks, has decided to
use a market penetration pricing strategy. Which of the following, if true, proves their
decision to be a wise one?
A) Electrowhip’s competitors utilize social media for marketing their products.
B) Electrowhip sells products whose image and quality support high prices.
C) Electrowhip operates in a market with many competitors.
D) Electrowhip does not operate in a price sensitive market.
E) Electrowhip’s products are intended to appeal to the elite in society.
Give examples of pure tangible goods.
Discuss direct marketing.
The three types of shopping centers are regional shopping centers, community shopping
centers, and neighborhood shopping centers/strip malls. Describe how they are different
from each other.
Explain the advantages of systems selling.
What are the different types of off-price retailers?
Explain the four major steps in designing a customer-driven marketing strategy.
Define total costs.
List four types of segmented pricing.
What is e-procurement? Briefly describe its major advantages.
Differentiate between market-skimming and market-penetration pricing strategies.
Explain the conditions within which they are effective.
How has the implementation of the National Do Not Call Registry changed telephone
marketing?
Describe the six buyer-readiness stages along with the marketing strategies used at each
stage.
Describe a strategic group. Name a few companies that belong to the same strategic
group, and discuss why they are in the same group.
How is joint venturing more risky and complex than merely exporting?
Give two examples of products for which marketers might use optional-product pricing.