Which of the following is a type of joint venturing?
A) trade embargo
B) licensing
C) direct investment
D) direct exporting
E) indirect exporting
It is most accurate to say that the recession of 2008/2009 has resulted in ________.
A) an overselling of private goods
B) a disbelief in the American dream
C) a decline in conspicuous spending
D) an increase in materialism
E) the elimination of false wants
Based on the target audience, the communicator makes decisions regarding what will be
said, who will say it, when it will be said, where it will be said, and ________.
A) whether it will be said
B) how it will be said
C) what noise to anticipate
D) how much it will cost to prepare the message
E) how frequently it will be said
While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a
statement said, “I want to receive promotional offers from KelfanDesigns.com.” Which
of the following types of marketing is illustrated in this example?
A) telemarketing
B) viral marketing
C) direct response television marketing
D) contextual advertising
E) permission-based e-mail marketing
Which of the following is most likely true about shoppers who prefer to shop at
“lifestyle centers”?
A) They use coupons.
B) They prefer upscale stores.
C) They prefer indoor shopping locations.
D) They rarely dine out in expensive restaurants.
E) They are motivated by deals on last year’s merchandise.
Experimental research is best suited for gathering ________ information.
A) exploratory
B) causal
C) random
D) unstructured
E) descriptive
Which of the following involves the producer agreeing not to sell to other dealers in a
given area, or the buyer agreeing to sell only in its own region?
A) closed loop marketing
B) uniform-delivery pricing
C) exclusive territorial agreement
D) cross merchandising
E) nationalized marketing
Donello Equipment hosts infomercials on television and at the same time allows its
viewers to interact with its advertisements. Viewers can request more details and order
via their Internet-ready smart televisions. Which of the following forms of marketing is
evident here?
A) catalog marketing
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
Consumers are less likely to use price to judge the quality of a product when they
________.
A) have never tried the product before
B) have little knowledge of the brand
C) have experience with the product
D) are shopping for luxury items
E) cannot physically examine the product
Which of the following would lead to greater competition in the maturity stage of the
PLC?
A) overcapacity
B) market pioneers
C) poor management
D) inadequate promotion
E) diminishing budgets
Which of the following terms best represents the communication channel that a
company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
Randy keeps getting unwanted and annoying e-mails from several marketing firms
unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of
the following best describes these e-mails?
A) malware
B) adware
C) Trojan
D) firewall
E) spam
Jean Malone, a market researcher, recently found that most people in Bradburg County
purchase automobiles with predominantly functional designs and prefer darker colors.
Which of the following marketing strategies should Jean most likely recommend to an
automobile dealer interested in opening a dealership in Bradburg County?
A) one-to-one marketing
B) undifferentiated marketing
C) segmented marketing
D) individual marketing
E) direct marketing
A university enrolled 200 graduate students in the Fall of 2015. However, the
enrollment rate was only slightly affected following a 12-percent hike in tuition the
following fall. This illustrates ________ demand.
A) derived
B) negative
C) highly elastic
D) composite
E) inelastic
The winning value proposition would be to offer ________.
A) more for the same
B) more for less
C) more for more
D) same for less
E) same for more
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
For her current research project, Margaret Rogers wants to select a sample in which
every member has a known and equal chance of selection. In other words, Margaret is
looking for a ________.
A) simple random sample
B) convenience sample
C) stratified random sample
D) judgment sample
E) quota sample
A(n) ________ is a segment of the population selected for marketing research to
represent the population as a whole.
A) focus group
B) immersion group
C) primary group
D) sample
E) secondary group
Which of the following marketing orientations holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the societal marketing concept
According to the text, the search for new product ideas should most likely be ________.
A) intermittent
B) holistic
C) segmented
D) compartmentalized
E) flexible
________ refers to qualitative research designed to probe consumers’ hidden,
subconscious motivations.
A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation
The primary key to delivering customer satisfaction is to match product performance
with ________.
A) the performance of competitive products
B) competitive prices
C) aggressive advertising
D) limited customer services
E) customer expectations
A company should make several important decisions before deciding which markets to
enter. These include all of the following EXCEPT ________.
A) how many countries it wants to enter
B) what volume of foreign sales it wants
C) how many different products it wants to offer in a specific country
D) what its international marketing objectives are
E) what its international marketing policies are
Which of the following is an external source for ideas?
A) project managers
B) engineers
C) salespeople
D) manufacturing staff
E) suppliers
A well-known cosmetic company in New York City added new product lines in order to
increase its business. In other words, it ________.
A) lengthened its existing product line
B) decreased its product line consistency
C) widened its product mix
D) engaged in market diversification
E) engaged in social marketing
________ marketing is more suited for products that vary in design.
A) Mass
B) Local
C) Direct
D) Differentiated
E) Individual
________ involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning
________ involves entering a foreign market by developing foreign-based assembly or
manufacturing facilities.
A) Indirect exporting
B) Direct investment
C) Joint venturing
D) Contract manufacturing
E) Direct exporting
When a competitor cuts its price, a company should ________ if it believes it will not
lose much market share or would lose too much profit by cutting its own prices.
A) reduce its production costs
B) reduce its marketing costs
C) maintain its current prices and profit margin
D) increase its marketing budget to raise the perceived value of the product
E) increase its production costs to improve the quality of the product
Companies are doing less ________ and more ________ as a result of the explosive
developments in communication technologies to better target smaller customer
segments.
A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
E) viral marketing; word-of-mouth marketing
Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg’s want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
In the new product development process, the first idea-reducing stage is ________.
A) business analysis
B) idea generation
C) concept development
D) crowdsourcing
E) idea screening
Refer to the scenario below to answer the following question(s).
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to
industry design changes and consumer demands, for the next financial year, six of those
stampings will require a slight change: two will have an extra hole punched through the
side, two will require an extra plating process, and two will require an additional weld
operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number
of Alpha’s steel suppliers in an effort to cut costs. After obtaining updated price
quotations and steel samples from his current suppliers, Richard faced a dilemma. Until
now, he had selected his suppliers based on quality and price, but the major
consideration had been the type of steel required and the specialized production
processes of his respective suppliers. Not all of Alpha’s suppliers could produce the
exact grades of steel needed; some suppliers were better at producing certain types of
steel than others.
Richard contacted several employees at Alpha who had worked with the various types
of steel in the past. The quality control manager and line inspector, for example, could
help to determine which suppliers had the capabilities of producing specific types of
steel. The production control manager could provide input regarding which types of
steel worked best in which presses. The warehouse foreman gave inputs regarding how
long various types of steel could be held in inventory before rust spots began to form on
their surfaces. Each person contributed the necessary information to help Richard in
making his decision.
The management’s directive to reduce the number of steel suppliers refers to the
influence of ________ factors affecting the business buying behavior of Alpha.
A) political
B) organizational
C) interpersonal
D) individual
E) cultural
What is an advantage of consumer-generated content?
A) It will be less expensive.
B) It cannot be controlled by the company.
C) It can provide new creative ideas.
D) It can entice customers to become brand evangelists.
E) It can use social media sites more effectively than the company can.
Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty
earns points for every mile he flies, and he will soon have enough points to receive a
free airline ticket. West Coast Airlines is attempting to build a strong customer
relationship with Monty through a ________.
A) trade promotion
B) promotional product
C) rebate offer
D) point-of-purchase promotion
E) frequency marketing program
