Springfield, a convenience store, has recently begun to redesign and restock its stores to
offer a more upscale environment with products such as house wines and fresh foods.
This information indicates that Springfield has most likely changed its ________.
A) positioning
B) price strategy
C) service level
D) corporate identity
E) organizational structure
Which of the following is a demographic factor that a company should consider before
deciding to enter into a new country?
A) transportation structure
B) natural resources
C) political stability
D) languages
E) education
According to the text, McDonald’s was criticized for all of the following EXCEPT
________.
A) the sizable environmental footprint of its global operations
B) wasteful packaging and solid waste creation
C) inefficient energy use in its stores
D) marketing tasty fast foods
E) contributing to the obesity epidemic
________ is the systematic design, collection, analysis, and reporting of data relevant to
a specific marketing situation facing an organization.
A) Product marketing
B) Strategic planning
C) Marketing research
D) Market segmentation
E) Causal research
Fosters and Mason House, two major coffee brands, competed neck and neck based on
their product attributes and price promotions. They were soon blindsided by the arrival
of Starcoffeez, which focused more on the coffee experience rather than the coffee. This
resulted in major losses for the two companies. This is an example of ________.
A) self-competition
B) competitor myopia
C) competitor backlinking
D) marketing myopia
E) perfect competition
________ is the only element in the marketing mix that produces revenue.
A) Price
B) Product
C) Place
D) Fixed costs
E) Variable costs
________ marketing is more suited for uniform products, such as grapefruit or steel.
A) Niche
B) Undifferentiated
C) One-to-one
D) Trigger-based
E) Local
Roland is the logistics manager of Giant Beanstalks. Which of the following is NOT an
area of responsibility for him?
A) the transportation of the canned vegetables to Greenleaf
B) the storage of the unprocessed vegetables
C) the advertising of the final product
D) product inventory management
E) the packaging of the final product
Samsung Mobile plans to launch a new phone with a unit cost of $270 and wants to
earn a 10 percent markup on its sales. Samsung’s markup price is ________.
A) $275
B) $280
C) $295
D) $300
E) $335
A salesperson of a manufacturing company has qualified a number of leads. Which of
the following is most likely the next step in the selling process?
A) calling on all the prospects one by one
B) closing the deal with the most promising prospect
C) learning as much as possible about the qualified prospects
D) handling all objections raised by the prospects
E) narrating the “value story” to the buyer
Hank is an assistant marketing director for a firm in a market with many low-margin
customers. What type of relationship with these customers would be the most profitable
for him?
A) full partnerships
B) basic relationships
C) causal relationships
D) club marketing programs
E) inverse relationships
A consumer organization in Ohio has challenged the marketing decision of a local firm
alleging it to be against the larger social interest. In this instance, the firm is challenged
by a(n) ________ public.
A) internal
B) general
C) government
D) citizen-action
E) media
While companies have learned that “doing good” and “doing well” go hand in hand,
companies have also learned that to do good, they must first do well in terms of
________.
A) successful advertising campaigns
B) hiring of strong employees
C) designing of attractive products
D) profitable business operations
E) ethical, as well as legal, decision making
A product in the maturity stage will most likely require ________ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) covert
Which of the following questions is most important for product designers to consider
while developing a product?
A) Which specific features of the product do customers like most?
B) How does the product appear to buyers?
C) What are the product’s technical specifications?
D) How would customers use and benefit from the product?
E) How can the product be packaged to stimulate instant purchase?
A marketer wanting to determine business buyer behavior is most likely to ask which of
the following questions?
A) Are buyers sensitive toward price changes in consumer markets?
B) What are the major influences on buyers?
C) Are niche markets more profitable than mass markets?
D) How do interpersonal factors affect organizational performance?
E) Is the role of gatekeepers relevant in the international business environment?
Government agencies design ________ to encourage energy conservation and
discourage smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
An integrated social marketing campaign likely could include all of the following
except ________.
A) Facebook pages
B) Twitter postings
C) Instagram photos
D) television ads
E) YouTube videos
Stores can combat the current consumer practice of ________, in which consumers visit
stores and then check online for price comparisons.
A) discounting
B) conferencing
C) using Instagram to share purchases
D) showrooming
E) auctioning
Which of the following industrial structures presents the fewest market opportunities?
A) subsistence economies
B) raw material exporting economies
C) industrializing economies
D) emerging economies
E) industrial economies
The decisions about impact and engagement of an advertisement fall into the category
of ________ decisions.
A) sales objectives
B) budget
C) message
D) media
E) advertising evaluations
________ consists of evaluating each market segment’s attractiveness and selecting one
or more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
Which of the following most likely occurs in the supplier selection stage of the business
buying decision process?
A) The buyer calls for detailed written proposals or formal presentations from each
potential supplier.
B) The buyer compiles a small list of qualified suppliers by reviewing trade directories,
doing computer searches, or contacting other companies for recommendations.
C) The buying team decides on the best product characteristics and specifies them
accordingly.
D) The buyer prepares a general need description and identifies the quantity of the
needed item.
E) The buying center draws up a list of the desired supplier attributes and their relative
importance.
Service companies can differentiate their service delivery by ________.
A) using symbols and logos
B) instituting a hierarchical organizational structure
C) offering innovative product features
D) de-emphasizing branding
E) having more able and reliable customer-contact people
Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool
area are examples of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
The final step in the marketing process is ________.
A) capturing value from customers
B) creating customer delight
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy
Elmo Inc., a global conglomerate, designed the ElBrush, an electric toothbrush. Sensing
market demand for the electric toothbrush, Elmo started with an ideal selling price of
$13 based on customer value considerations and then targeted costs to ensure that the
price was met. This exemplifies ________.
A) competition-based pricing
B) cost-plus pricing
C) target costing
D) everyday low pricing
E) high-low pricing
________ 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
When companies serve customers who are willing to pay a premium to get precisely
what they want and the company responds quickly to satisfy these customers’ needs, the
company has achieved ________.
A) customer intimacy
B) product differentiation
C) operational excellence
D) product leadership
E) focus
When consumers are highly involved with an expensive, infrequent, or risky purchase
but see little difference among brands, they most likely will exhibit ________.
A) habitual buying behavior
B) complex buying behavior
C) impulse buying behavior
D) dissonance-reducing buying behavior
E) consumer capitalism
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of
a medication. Which of the following message execution styles is illustrated in this
example?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence
Which of the following is an environmental factor that affects channel objectives and
design?
A) economic conditions
B) factory staffing
C) organizational objectives
D) interpersonal influences
E) individual motives
Which message execution style involves presenting survey data indicating that a brand
is better than other brands?
A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life
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
Which of the following statements is true regarding the old mass-media
communications model?
A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs and video
streaming.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV
advertising.