Which of the following would most likely improve coordination between marketing and
sales?
A) Salespeople should directly participate in the development of new products.
B) Salespeople should participate in marketing planning sessions by sharing firsthand
customer knowledge.
C) The sales force should strategize promotional strategies and be the primary decision
makers about marketing.
D) Marketing managers should field test new promotion strategies before the sales
team.
E) The marketing and sales departments should conduct annual job rotations.
________ management calls for selecting, managing, and motivating individual channel
members and evaluating their performance over time.
A) Inventory
B) Marketing channel
C) Brand image
D) Customer experience
E) Brand content
Which of the following is true about multivariable segmentation systems?
A) Marketers using multiple segmentation bases tend to ignore smaller markets.
B) Marketers often use multiple segmentation bases to control inflation.
C) Multiple segmentation rarely involves the use of demographic data.
D) Multiple segmentation is ineffective in large markets.
E) Multiple segmentation bases help identify smaller, better-defined target groups.
Savings for You, a discount retail chain, is highly competitive. When entering a new
market, Savings for You often cuts prices so deeply that it sells below costs, effectively
pushing smaller companies with less purchasing power out of the market. Savings for
You is most likely guilty of ________.
A) market skimming
B) price fixing
C) deceptive pricing
D) price collusion
E) predatory pricing
Which of the following is a geographical pricing strategy?
A) basing-point pricing
B) segmented pricing
C) dynamic pricing
D) Internet pricing
E) location-based pricing
Which of the following is true of using trucks as a transportation mode?
A) Transportation via trucks is costlier than by rail or air.
B) Trucks are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
C) Trucks provide in-transit services such as the diversion of shipped goods to other
destinations en route.
D) Trucks are highly flexible in their routing and time schedules.
E) Trucks are the slowest mode of transportation and most affected by the weather.
The first step in initiating competitive marketing strategies is to ________.
A) balance customer and competitor orientations
B) design broad competitive marketing strategies
C) assess long-term organizational objectives
D) conduct competitor analysis
E) conduct transaction analysis
Evelyn’s ________ is the practical use of solar power in a vacuum cleaner that is
designed to effortlessly vacuum clean the floors of on-the-go and elderly consumers.
A) product placement
B) product concept
C) product image
D) product idea
E) virtual product
Which of the following is true with regard to brand equity?
A) Brand equity refers to how much consumers know about the brand.
B) High brand equity provides a company with many competitive advantages.
C) A brand has positive brand equity if consumers react less favorably to it than to an
unbranded version.
D) Positive brand equity derives from low brand esteem.
E) The total financial value of a brand can be easily measured.
If a consumer purchases a new flat-screen “smart” television which can connect to
services like Netflix and Pandora, what is the core customer value involved?
A) connection to entertainment and information
B) state-of the art technology
C) slick and attractive packaging
D) brand name
E) tech support and warranty
Which of the following is NOT a step in designing an effective marketing channel?
A) evaluating the channel alternatives
B) identifying major channel alternatives
C) analyzing consumer needs
D) determining pricing policy for channel members
E) setting channel objectives
Critics argue that large marketing companies use patents and heavy promotion spending
to ________.
A) acquire smaller companies
B) bear the social costs of their operations
C) bar new companies from entering an industry
D) achieve economies of scale
E) offset cultural pollution
Leona bought two different brands of wine from vineyards in Australia. When asked for
her opinion about the wines, she said that one brand of wine tasted like alcoholic grape
juice, but the other had a crisp taste that she really enjoyed. These statements were most
likely made during the ________ stage of the buyer decision process.
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
Which of the following companies uses product line pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own expensive
batteries
B) Mobile Point, which launched a range of cell phone models, each priced according
to its features
C) Penguin’s Parlor, which offers customers a 20-percent discount on their birthdays
and certain holidays
D) Green Thumb, which gives away free watering cans with the purchase of certain
potted plants
E) Panizza, whose combo meals are priced lower than the individual components sold
together
Which of the following terms refers to a 30-minute television advertising program that
markets a single product?
A) social media
B) digital catalog
C) telemarketing
D) blog
E) infomercial
Hispanic Americans tend to be deeply family oriented and make shopping a family
affair. Older consumers are brand loyal, while younger Hispanics have shown
increasing price sensitivity and willingness to choose store brands. Hispanic Americans
make up a ________.
A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle
________ is a management approach that involves developing strategies that both
preserve the environment and produce profits for the company.
A) Aesthetic consumerism
B) Profitable environmentalism
C) Environmental sustainability
D) Sustainable ecology
E) Corporate marketing
A successful CRM program is expected to help a company achieve all of the following
EXCEPT ________.
A) provide higher levels of customer service
B) develop deeper customer relationships
C) create offers tailored to meet specific customer requirements
D) understand the competition better
E) pinpoint high-value customers and cross-sell products
With which pricing strategy does the seller take responsibility for part or all of the
actual freight charges in order to acquire the desired business?
A) FOB origin pricing
B) freight-absorption pricing
C) basing-point pricing
D) location-based pricing
E) uniform-delivered pricing
Producing a product or service and making it available to buyers requires building
relationships not only with customers but also with key suppliers and resellers in the
company’s ________.
A) upstream partnerships
B) marketing channels
C) inventory providers
D) supply chain
E) downstream partnerships
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. They developed a crude pair of blurry goggles to show prospective
customers. This crude pair of goggles is known as a ________.
A) prototype
B) concept test
C) product concept
D) product image
E) product idea
A(n) ________ refers to promotional money paid by manufacturers to retailers in return
for an agreement to feature the manufacturer’s products in some way.
A) allowance
B) sample
C) discount
D) tax credit
E) tax exemption
Many organizations use multiple social media, such as Facebook, Twitter, Instagram,
and YouTube. What is the primary reason a company would use multiple social media?
A) entice customers to one of the social media sites
B) present a carefully integrated message to fans and customers
C) improve its “hit” count
D) appeal to new customers
E) increase its prices because it is more well-known
________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Mass customization
B) Targeting
C) Segmentation
D) Differentiation
E) Positioning
A company that focuses on customer developments in designing its marketing strategies
and on delivering superior value to its target customers is a ________ company.
A) market-centered
B) cost-centered
C) competitor-centered
D) customer-centered
E) product-centered
Rather than challenging head on, a challenger can make a(n) ________ attack on the
competitor’s weaknesses or on gaps in the competitor’s market coverage.
A) bypass
B) frontal
C) indirect
D) guerrilla
E) preemptive
The simplest pricing method is ________ pricing.
A) value-based
B) fixed cost
C) cost-plus
D) target return
E) competition-based
________ refers to buying a packaged solution to a problem from a single seller, thus
avoiding all the separate decisions involved in a complex buying situation.
A) Systems selling
B) Performance review
C) Problem recognition
D) Proposal solicitation
E) General need specification
What sets the floor for product prices?
A) consumer perceptions of the product’s value
B) product costs
C) competitors’ strategies
D) advertising budgets
E) market competition
________ is defined as analyzing, planning, implementing, and controlling sales force
activities.
A) Benchmarking
B) Sales force management
C) Business intelligence
D) Sales force automation
E) Sampling