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Fred Foods Inc. provides free cereals and biscuits to support a program that aims to end
hunger in various emerging nations. This is an example of _____ marketing.
a. organization
b. person
c. cause
d. place
Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales
clerk shows her the latest styles in bright prints and bold colors. Although these are the
styles worn at her office, she rejects them and purchases traditionally formal clothes in
neutrals and black. Rachel’s decision is most likely driven by _____ factors.
a. impersonal
b. interpersonal
c. personal
d. institutional
The U.S. military has historically been a source of product innovation and many of its
technologies have been adapted for the consumer markets.
a. True
b. False
The commercial market consists of wholesalers and retailers who purchase goods
primarily to sell it to the final consumers.
a. True
b. False
In the sales process, a person who not only needs a product, but has the resources and
authority to purchase it, is a(n):
a. existing customer.
b. innovator.
c. potential customer.
d. interested customer.
The revised VALS segmentation system categorizes consumers based on _____.
a. religious affiliations
b. political views
c. self-motivation
d. social values
A(n) _____ is a scientific investigation in which a researcher manipulates a test group
and compares the results with those of another group that did not receive the
experimental manipulations.
a. focus group
b. controlled experiment
c. interpretative research
d. trend analysis
You just had a job interview at a firm that develops housing complexes around the
country. The interviewer seemed impressed by your knowledge of the complex
politicallegal environment affecting the industry. Which level(s) of government
impose(s) regulations on real estate developers as well as on many other industries?
a. Federal
b. State
c. Local
d. Civic
e. Administrative
Celebrities use person marketing as a way to increase their value in the marketplace.
a. True
b. False
A marketing research firm can provide technical assistance and expertise not available
within the contracting firm.
a. True
b. False
Making a list of keywords and using those keywords throughout the social media
campaign can help marketers to guide users to the right place on the media platform.
a. True
b. False
Bubble, a company that manufactures gums and candies, distributes its products
through all possible channels. One can pick up a Bubble’s product from just about
anywhere—department stores, general stores, convenience stores, and even local
pharmacies. Which of the following distribution strategy is being employed by Bubble?
a. Exclusive distribution
b. Associative distribution
c. Selective distribution
d. Intensive distribution
_____ primarily involves decisions concerning the goods and services to be offered by
a firm.
a. planning
b. marketing planning
c. strategic planning
d. tactical planning
e. cash cows
f. first mover strategy
g. SWOT analysis
h. strategic window
i. marketing mix
j. product strategy
k. strategic business units
l. Porter’s Five Forces
m. marketing strategy
n. dogs
o. stars
p. annual growth rate
Which of the following social media platforms allow users to report on the happenings
in their communities and then vote on which postings get the most prominent display
on the site?
a. Blogging sites
b. Online forums
c. Social news sites
d. Social networking sites
In the global marketplace, prices are directly affected by special types of taxes called
tariffs.
a. True
b. False
The marginal revenue and marginal cost at various levels of output is listed below:
OutputMarginal Revenue
($)Marginal Cost
($)
10016 14
1501512
2001210
25099
At what level of output is profit maximized?
a. 100 units
b. 150 units
c. 200 units
d. 250 units
The image of the petroleum firm BP Global was badly hurt by its involvement in the
2010 Gulf of Mexico oil spill. To help repair the damage, BP has run ads promoting its
efforts to clean up the environment. This is the type of advertising known as _____
advertising.
a. Institutional
b. Reminder
c. Environmental
d. Damage control
e. Comparative
Tangible goods and intangible services both intend to satisfy consumer wants and
needs, but the marketing efforts supporting them may be vastly different.
a. True
b. False
The sales promotion technique that rewards consumers with an item either for free or at
a reduced cost when they purchase another product is called:
a. sampling.
b. a prize.
c. a premium.
d. specialty advertising.
A company with a _____ orientation assumes that customers will resist purchasing
nonessential goods and services and that the task of personal selling and advertising is
to persuade them to buy.
a. production
b. marketing
c. sales
d. relationship
Maros, an agricultural biotechnology company, is the sole supplier of genetically
engineered seeds and controls 84 percent of the market share for genetically modified
crops. This is an example of a monopoly.
a. True
b. False
An MDSS serves as a company’s “nerve center,” monitoring the market environment
inside the organization.
a. True
b. False
You work for an auto parts manufacturer that has traditionally had an immense
marketing budget. Company executives, however, recently reallocated some of the
company’s marketing funds to production. Consequently, the company needs to cut
marketing costs. You decide to pitch an idea to the automobile manufacturer with whom
you work most closely—to use cross-promotion to market both companies’ products.
Which of the following is detrimental to using cross-promotion?
a. One or both companies lose customers.
b. One or both companies lose competitive edge.
c. One company garners all the attention and support.
d. The parties involved must compromise in order to work well together.
e. One of the companies absorbs most of the costs associated with marketing.
Retailers must consider the overall profitability of each product line and product
category to develop a successful merchandise mix.
a. True
b. False
The future growth of a company is endangered when management:
a. adopts a consumer orientation.
b. is aware of the scope of its business.
c. is committed to maintaining a productoriented philosophy.
d. is focused on converting customer needs to wants.
Which of the following tools help marketers trace, measure, and interpret data related to
social media marketing initiatives?
a. Social media platforms
b. Social media analytics
c. QR codes
d. Apps
You are reevaluating the pricing policy of Fruit World, a United States restaurant
supplier which imports exotic produce from Mexico and Spain. Because of increased
competition, you want to promise customers that your prices are the lowest on the
market. Which of the following approaches would most likely enable you to fulfill this
promise with minimal impact to Fruit World's profits?
a. Increase your imports from Spain and reduce those from Mexico.
b. Increase your imports from Mexico and reduce those from Spain.
c. Drop prices equally on all your imports from both countries.
d. Eliminate imports from countries that belong to NAFTA.
e. Improve your overseas supply chain serving both countries.
A(n) _____ stocks only designer labels or well-known brand name clothing at prices
equal to or below regular wholesale prices.
a. discount store
b. hypermarket
c. supercenter
d. off-price retailer
A multinational corporation is a firm with significant operations and marketing
activities outside its home country.
a. True
b. False
Geographic segmentation provides useful distinctions when regional preferences or
needs exist.
a. True
b. False
A cooperative arrangement in which two businesses jointly market each other’s
products is called _____.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
Getting ready to open Jim's Juice Bar, the owner has identified a target market: Jim will
market to young professionals aged 18–34 who live within a certain distance of the
store. In the next step of his marketing strategy process, Jim must specify elements of
the retailing mix. These include all of the following except:
a. Merchandise strategy
b. Promotion goals
c. Store atmosphere
d. Market research plan
e. Employment plan
A firm with a fully developed marketing concept is one with a companywide consumer
orientation with the objective of achieving longterm success.
a. True
b. False
Seth reads an online tour journal from his favorite musician. With the help of this
journal, fans can post comments or occasionally ask questions to the musician. This
online journal is an example of a(n):
a. blog.
b. social network.
c. electronic bulletin board.
d. newsgroup.
