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In general, vending machines are best suited for selling which of the following?
A) specialty goods
B) unsought goods
C) capital items
D) food and beverages
E) accessory equipment
When using the SERVQUAL scale, a store focused on employee willingness to help
customers and provide prompt service would likely pay the most attention to the results
in the ________ dimension.
A) creativity
B) empathy
C) assurance
D) responsiveness
E) reliability
Marketing logistics involves which of the following types of distribution flows?
A) outbound and inbound only
B) outbound, inbound, and reverse
C) outbound and reverse only
D) inbound and reverse only
E) outbound only
A company makes several different kinds of shampoo, but it did not have a dandruff
shampoo designed for women until it added Pro-Women antidandruff shampoo. This is
an example of a(n) ________.
A) downward line stretch
B) upward line stretch
C) cannibalization strategy
D) filling-out strategy
E) product line contraction
Which of the following is a technique for measuring the impact of an advertisement
during the final step of developing an advertising campaign?
A) search engine optimization (SEO)
B) aided recall
C) unaided recall
D) gross rating points (GRPs)
E) cost per thousand (CPM)
Which of the following is true about a nonprobability sample?
A) The hierarchical sampling method is used to select people who appear most willing
to participate.
B) Representativeness is the key determinant of who participates.
C) A researcher uses personal judgment to select participants.
D) Every member of the population is included in the sample.
E) Each member of the population has some chance of being included in the sample.
BeneBag is a marketer of reusable shopping bags made 100% from recycled materials.
The side of each BeneBag reads "Helping you do your part for Mother Earth." BeneBag
is most likely trying to target which of the following?
A) locavores
B) ethical relativists
C) bottom-of-the-pyramid customers
D) ethnocentrists
E) green customers
A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at
fairgrounds across the country. As part of this project, each restroom was to provide
fairgoers with a clean oasis featuring aromatherapy, soothing music, constant
maintenance, and premium toilet tissue. Newspaper articles about the company's role in
making restrooms inviting are an example of ________.
A) corporate advertising
B) a sales promotion
C) media planning
D) publicity
E) sponsorship
What strategy would a marketer most likely use to promote something that cannot be
seen, has no smell, and cannot be felt?
A) idea marketing
B) place marketing
C) people marketing
D) relationship marketing
E) one-to-one marketing
Business-to-business marketers who look at the size of firms in terms of total sales or
number of employees are using ________ to segment their market.
A) organizational psychographics
B) organizational demographics
C) organizational culture
D) behavior variables
E) usage variables
Which of the following statements about CRM programs is true?
A) The success of a CRM program relies on its use of mass communication channels.
B) CRM programs include information gathered from each customer touchpoint.
C) Internet technology is a barrier to the successful implementation of CRM programs.
D) To succeed, all companies should engage in CRM every time they interact with a
customer.
E) Only consumer marketers can benefit from the use of CRM programs.
A company that focuses on ________ is concerned with meeting present consumer
needs without compromising the ability of future generations to meet their needs.
A) the selling orientation
B) the production orientation
C) total quality management
D) sustainability
E) return on investment
A consumer identifies evaluative criteria during the ________ step of the consumer
decision-making process.
A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation
Marketers use ________ when they want to determine if a change in one thing is
responsible for a change in something else.
A) ethnography
B) predictive techniques
C) descriptive research
D) causal research
E) exploratory research
A catalog retailer has identified African-American professionals between the ages of
thirty-five and forty-five as the group of customers within the larger market that is a
potential market for its products. The retailer plans to direct its marketing efforts toward
this group of consumers. The retailer has identified a ________.
A) target market
B) marketing mix
C) product mix
D) mass market
E) market aggregation
Many people rely on a prescription drug to control their cholesterol. An increase in the
price of the drug would have little effect on the quantity demanded because there are no
substitutes for the drug and because people who take it have no choice but to continue
taking it if they wish to stay healthy. The demand for the cholesterol drug is ________.
A) elastic
B) inelastic
C) cross-elastic
D) supply-driven
E) asymmetrical
To determine the ________, marketers need to know the total advertising costs and the
total number of purchases made.
A) churn rate
B) conversion rate
C) cost-per-order
D) click-through rate
E) margin on sales
A group of business entrepreneurs who worried about their teenage children drinking
and driving decided there must be some way to approach this problem proactively. They
came up with an idea for a pair of blurry goggles. They believed looking through the
goggles would simulate what the world looks like when someone is seriously
intoxicated. The first crude pair of blurry goggles developed by the entrepreneurs to
show to prospective customers was a(n) ________.
A) prototype
B) component part
C) market test
D) ideation
E) patent
If a product has a close substitute, its demand will likely be ________.
A) inelastic
B) elastic
C) cross-elastic
D) fixed
E) break-even
________ are the most common price promotion.
A) Rebates
B) Merchandising allowances
C) Coupons
D) Contests and sweepstakes
E) Premiums
Which of the following is the best example of a consumer good?
A) the riding lawn mower purchased by the landscaping company
B) the disposable diapers purchased by the new mother for her baby
C) the paint purchased by the contractor
D) the cookies purchased for the daycare center
E) the art supplies purchased for the elementary school art center
According to the communication model, the ________ is an organization or individual
that sends a message.
A) medium
B) source
C) messenger
D) feedback
E) decoder
A producer of beverages and snack foods wants to market its products to the
14-to-22-year-old demographic, providing incentives to respond instantly to
time-sensitive offers. Which of the following forms of direct marketing would this
producer most likely choose?
A) direct-response TV
B) m-commerce
C) telemarketing
D) catalog marketing
E) direct mail
Which of the following is the placement of messages in nontraditional media, such as
signs on elevator doors or in a restaurant's restrooms?
A) lobbying
B) mobbing
C) sponsorship
D) ambient advertising
E) direct marketing
Which pricing tactic calls for offering three similar products, one that is lower priced
and less attractive and two that are comparable but more expensive?
A) price skimming
B) decoy pricing
C) Bottom of the Pyramid pricing
D) keystoning
E) high/low pricing
The last step in developing a positioning strategy is to ________.
A) evaluate responses and modify as needed
B) identify segmentation variables
C) analyze the competitors' positions in the marketplace
D) describe a product with a competitive advantage
E) finalize the marketing mix
In a competition between ________ and ________ brands, retailers have the advantages
of controlling what products will be stocked, where products will be stocked, what
prices will be charged, and which products will be featured in local print promotions.
A) national; manufacturer
B) national; private-label
C) store; private-label
D) national; licensed
E) manufacturer; licensed
Technological advances such as computer networks and videoconferencing have led to
an increasing number of salespeople who ________.
A) take orders
B) telecommute
C) use multilevel selling
D) use transactional selling
E) use direct selling
A physician might deal with potential problems associated with the ________
characteristic of services by providing physical cues such as her medical diplomas
hanging on the wall of the examining room.
A) intangibility
B) perishability
C) variability
D) inseparability
E) personalization
Using ________, a company modifies a basic good or service to meet the needs of a
specific individual customer.
A) undifferentiated targeting
B) positioning
C) customized marketing
D) mass customization
E) differentiated targeting
From a marketer's point of view, price lining is a way to do which of the following?
A) control supply
B) maximize profits
C) make the business more socially responsible
D) pass shipping costs on to consumers
E) eliminate price elasticity concerns
A(n) ________ is typically a nondurable good or service that consumers purchase
frequently with a minimum of comparison and effort.
A) specialty product
B) MRO product
C) shopping product
D) convenience product
E) unsought product
A firm's ________ is its entire range of products.
A) product line
B) product mix
C) marketing mix
D) promotional mix
E) positioning strategy
Developing a new product to meet the minimum qualifications of an unmet need is
integral to the ________ approach to marketing.
A) social
B) pure selling
C) product fulfillment
D) market fulfillment
E) product improvement
Compare and contrast syndicated research with custom research.
Why should a firm be aware of its competitors' distinctive competencies?
Why is it important for marketers to understand the idea of ethical relativism?
How do merchant wholesalers and agents/brokers differ?
Compare the responsibilities associated with full-service merchant wholesalers to those
associated with limited-service merchant wholesalers.
Describe the three sources of power for a channel captain.
What is the difference between a product line and a product mix?
What are some advantages of a farmer selling strawberries grown on his farm directly
to consumers instead of using channel intermediaries?
How might a marketer benefit most from using PRIZM?
Services are characterized by four key characteristics. Name and describe these four
characteristics.
What are the basic differences between sales promotion and advertising?
During past years, the Oreo cookie has undergone many changes. It is no longer just a
cookie. Oreo cookies now appear in breakfast cereals, ice cream, pie crust, cake mix,
frosting, brownies, and granola bars. These are all examples of which type of growth
strategy?
You work for a travel agency. Business has been slow, and you want to suggest some
promotions targeted to specific market segments. What three psychographic
segmentation variables would you recommend using and why?
Identify an advantage and disadvantage of implementing multiple sourcing.
Why should a company be concerned about integrating communications from different
sources within the company?
Who are growth hackers, and why might their work be controversial?
Explain impulse products. Identify two challenges marketers may have regarding
impulse products.
Companies bringing out a new product can choose between three broad strategies: a
skimming price, penetration pricing, and trial pricing. Distinguish among the three.
Explain how marketers are held accountable for the results of their work, including a
discussion of scorecards and ROI.
Microsoft launched a massive $500 million marketing campaign when it introduced the
Xbox, promoting the new product through in-store merchandising, retailer incentives,
events, and sponsorships, in addition to traditional advertising. What stage of the
consumers' adoption of a new product was Microsoft most trying to influence? Support
your answer.
