Department stores such as Kohl’s and JCPenney’s practice high-low pricing by
________.
A) charging a constant, everyday low price
B) providing few or no temporary price discounts
C) increasing prices temporarily on select products
D) having frequent sale days for store credit-card holders
E) underpricing most consumer items
A sustainability vision addresses not just challenges in the natural environment but also
________.
A) challenges in the manufacturing and product development departments
B) prods the firm’s employees to identify personal ways to impact the environment
C) strategic opportunities for using environmental strategies to create sustainable value
for the firm
D) in the economic and cultural environments
E) enhances the company’s reputation with consumers
A(n) ________ is a straight reduction in price on purchases during a stated period of
time or of larger quantities.
A) allowance
B) free sample
C) discount
D) tax credit
E) quota
Smart Shoppers, an online store that delivers its products to homes in and around
California, recently switched its entire fleet to biodiesel trucks that run on used cooking
oil rather than gas. Smart Shoppers has most likely developed a(n) ________.
A) vertical marketing channel
B) green supply chain
C) multitiered marketing channel
D) intermodal transportation system
E) hybrid distribution system
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
Marketers target Generation Z because they ________.
A) listen to their parents and follow their examples
B) dislike technology
C) spend an estimated $44 billion annually of their own money
D) prefer shopping in brick-and-mortar stores with actual products
E) have long attention spans and are easily targeted
Maytag’s front-loading Neptune washer provides superior cleaning and energy
efficiency. The Neptune washer is an example of a ________ product.
A) deficient
B) pleasing
C) salutary
D) desirable
E) nondurable
________ refers to a market-coverage strategy in which a firm decides to ignore market
segment differences and go after the whole market with one offer.
A) Individual marketing
B) Local marketing
C) Niche marketing
D) Undifferentiated marketing
E) Segmented marketing
When Kraft focused on cost cutting with its older, established brands, leaving them to
wither without much investment or modification, Kraft decided to ________ the older
products.
A) extend
B) modify
C) drop
D) harvest
E) analyze
Mary Conti, a sales manager at National Computer Training, wants to evaluate the
performance of her sales force in the New England territory. Which of the following
would Mary most likely use?
A) SWOT analysis
B) breakeven analysis
C) sales forecast
D) expense reports
E) call plan
James has decided to buy a new vehicle. His brother John has recently purchased a new
truck and recommends the same model to James. James finally decides to buy the same
truck. Which of the following sources of information has most likely influenced James’
purchase decision?
A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens
Marketers realize that their commercial sources ________ the buyer.
A) legitimize products
B) attract
C) evaluate products
D) personalize products to
E) inform
While collecting sensitive customer data, market researchers should adhere to all of the
following guidelines EXCEPT ________.
A) asking only for the information needed
B) using information responsibly to provide value
C) providing respondents with the research firm’s contact information
D) sharing information without the customer’s authorization
E) explaining to respondents how the information will be used
A product idea is ________.
A) the way consumers perceive an actual or potential product
B) the knowledge and awareness of a product among consumers
C) a possible product that the company can see itself offering to the market
D) a detailed version of the new product idea stated in meaningful consumer terms
E) the testing of new product concepts with groups of target consumers
Word-of-mouth influence comes to consumers from family, colleagues, and ________.
A) investors
B) athletes
C) neighbors
D) entertainment celebrities
E) friends
Customer relationship management integrates everything that a company’s sales,
service, and ________ teams know about individual customers.
A) management
B) marketing
C) manufacturing
D) engineering
E) accounting
A seller pursues a full partnership with what kind of customers?
A) many customers regardless of profitability
B) many high-margin customers
C) many low-margin customers
D) a few high-margin customers
E) a few low-margin customers
________ is the product life cycle period when sales fall off and profits drop.
A) Introduction
B) Growth
C) Maturity
D) Decline
E) Product development
Finding ads on shopping carts, ATMs, transit buses, and even municipal garbage cans is
known as ________.
A) paid media
B) earned media
C) shared media
D) media multitasking
E) alternative media
When companies set prices, the government and social concerns are ________ factors
affecting pricing decisions.
A) external
B) internal
C) economic
D) cultural
E) organizational
Personal communications about a product between target buyers and neighbors, friends,
family members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence
Companies such as Amazon.com and Expedia.com that sell products and services
directly to final buyers exclusively over the Internet are known as ________.
A) transaction sites
B) content sites
C) search engines and portals
D) e-tailers
E) online social media
Motorzone offers replacement parts for old Volkswagen Beetles. The company
calculates shipping charges based on shipping parts from Boston, even though some
parts actually ship from St. Louis. Motorzone most likely practices ________ pricing.
A) FOB-origin
B) basing-point
C) zone
D) uniform-delivered
E) freight-absorption
A longstanding charge against intermediaries is that they mark up prices beyond the
________.
A) value of their services
B) delivery charges
C) going market price
D) promotion cost
E) resale value
________ describes changes in an individual’s behavior arising from experience.
A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention
Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a
contest calling for customers to create commercials for the restaurant. Winning entries
will be posted on the organization’s home page. Elisandra’s plan is an example of
________.
A) consumer-generated marketing
B) partner relationship management
C) customer lifetime value
D) community development around a brand
E) customer divestment
The marketing department of a reputable firm wants to improve strategic decision
making, track the actions of other players in the market, and provide early warning of
opportunities and threats. Which of the following would help the firm achieve its
objectives?
A) ethnographic research
B) strategic planning
C) data warehousing
D) competitive marketing intelligence
E) customer relationship management
A gym equipment manufacturer encourages customers to become members of the firm’s
Web site. Membership provides customers with exercise tips as well as discounts on
gym equipment and workout apparel. This is an example of ________.
A) a frequency marketing program
B) a basic customer relationship
C) a club marketing program
D) the selling concept
E) consumer-generated marketing
According to management guru Peter Drucker, “The aim of marketing is to ________.”
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
SkyWalk Aeronautics Limited received orders for 25 cargo air carriers from Zephyr
Cargo Limited through its Web site in 2016. This is an example of ________.
A) order-routine specification
B) supplier selection
C) e-procurement
D) proposal solicitation
E) customer relations management
Which of the following promotion categories is most likely to include the use of
displays, discounts, coupons, and demonstrations?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
An increasing number of retailers and wholesalers have created their own ________,
also called store brands.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer’s brand
Josie’s FarmFresh creates sustainable, all-natural food products. These products are
most likely to become popular with which group?
A) SOHO
B) environmentally conscious
C) LGBT
D) business
E) Millennials’
A company’s broad mission leads it to develop all of the following EXCEPT ________.
A) budget objectives
B) business objectives
C) sales objectives
D) marketing objectives
E) customer engagement objectives
How are companies taking advantage of interactive technologies to tap consumers for
message ideas and actual ads? What are the benefits and disadvantages of
consumer-generated advertising?
Explain the practice of redlining and why it is criticized.
Why might marketers use market-penetration pricing?
Describe the main objectives of informative advertising.
What are marketing intermediaries and what are the various types?
How can discount stores sell merchandise at lower prices?
Why are people that are reached by direct mail better prospects for a company than
those reached by mass media such as television or magazines?
What is a category killer? Provide an example and a description of a category killer.
A marketer has selected a single city in which to conduct a test market. What can be
concluded from this choice of a single-city test market?
Evaluate how public policy affects distribution decisions.
Explain the concept of derived demand.
Define psychographic segmentation.
How can a firm benefit from involvement in a contractual VMS?
Explain the common problems that international marketing researchers encounter.
Identify the social costs of increased automobile ownership, and then describe two
options for restoring the balance between private and public goods. Give specific
examples.
How do marketers respond to charges of “commercial noise”?
Why are ad expenditures high for products in the introduction stage of the PLC?