HP’s advertising agency assembles words and illustrations into an advertisement that
conveys the company’s intended brand message. In the context of the communication
process, HP is ________.
A) messaging
B) decoding
C) sending
D) encoding
E) responding
Which budgeting method entails defining specific promotion goals, determining the
necessary tasks, and estimating the costs to determine a promotion budget?
A) percentage-of-sales method
B) objective-and-task method
C) affordable method
D) exponential task method
E) competitive-parity method
Which of the following shows the number of units the market will buy in a given time
period, at different prices that might be charged?
A) demand curve
B) supply curve
C) learning curve
D) break-even pricing
E) target costing
Sellers might accept a(n) ________, one whose removal from the country is restricted
by the buyer’s government, if they can buy other goods in that country that they need
themselves or can sell elsewhere for a needed currency.
A) blocked currency
B) countervailing duty
C) custom duty
D) anti-dumping duty
E) tariff
________ occurs when a company lengthens its product line beyond its current range.
A) Product line filling
B) Product line stretching
C) Co-branding
D) Niche marketing
E) Market diversification
Examples of pleasing products include ________.
A) cigarettes and junk food
B) dental services and medications
C) seat belts and air bags
D) fruits and vegetables
E) bicycle helmets and elbow pads
Eduardo usually purchases the same breakfast cereal, the kind he grew up eating.
Eduardo exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) conspicuous consumption behavior
Which of the following actions should a marketer take in response to the new
economy?
A) Offer selected discounts.
B) Cut marketing budgets.
C) Hold the line on prices.
D) Cut costs.
E) Discontinue products.
Alex Smith rents storage space to college students who go home for the summer but do
not want to haul all of their property home and back. The business is profitable during
the summer months, but when the storage space is unoccupied in the off-season, Alex
loses money. Which of the following characteristics of service is most likely the source
of Alex’s problem?
A) intangibility
B) perishability
C) inconsistency
D) variability
E) inseparability
Refer to the scenario below to answer the following question(s).
Champion, Inc. is a manufacturer of lunch boxes, school bags, and school stationery.
Charles Payton, the CEO of Champion, hopes to sell the products at a low price to
penetrate the market quickly.
Noticing that themed envelopes aren’t selling well, Charles Payton decides to offer
customers a special “letter writing” kit. He prices the kit—which comprises letter paper,
matching envelopes, and pens—at $5, even though the combined prices of the
individual items is $8. Which of the following pricing strategies is he using?
A) optional product pricing
B) product bundle pricing
C) by-product pricing
D) dynamic pricing
E) captive product pricing
A(n) ________ economy is rich in one or more natural resources but poor in other ways
and much of its revenue comes from exporting its natural resources.
A) industrial
B) industrializing
C) raw material exporting
D) subsistence
E) agrarian
The ________ seeks to prevent unfair price discrimination by ensuring that sellers offer
the same price terms to customers at a given price level.
A) FTC’s “Guides against Deceptive Pricing”
B) Robinson-Patman Act
C) Sherman Act
D) Clayton Act
E) Automobile Information Disclosure Act
In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
Which of the following characterizes emerging economies?
A) Industrialization typically creates a new rich class and a growing middle class, both
demanding new types of imported goods.
B) They trade goods among themselves and also export them to other types of
economies for raw materials and semifinished goods.
C) Most African countries fall into this category.
D) They consume most of their output and barter the rest for simple goods and services.
E) These countries are the best markets for large equipment, tools and supplies, and
trucks.
A pastor from Kansas believes that adultery is immoral. This refers to the pastor’s
________.
A) secondary belief
B) acquired belief
C) social identity
D) core belief
E) cultural orientation
Independent Grocers Alliance, Do-It Best, and Western Auto are examples of
________.
A) franchise organizations
B) warehouse clubs
C) voluntary chains
D) category killers
E) wholesale clubs
Computer mouse and interface device maker AdvTechPRO is only a fraction the size of
software giant Terminal Time Software Inc. AdvTechPRO manufactures every variation
of computer mouse imaginable (for left-handed people, wireless mice, shaped like
actual mice, LED mice, etc.). Through skillful ________, the firm dominates the PC
mouse market, with Terminal Time Software as its runner up.
A) centralization techniques
B) niching
C) brand imaging
D) vertical integration
E) benchmarking
Many managers think that “doing things right,” or ________, is as important as, or even
more important than, “doing the right things.”
A) strategy
B) planning
C) positioning
D) implementation
E) targeting
Refer to the scenario below to answer the following question(s).
Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It
has contracts with several large farms in Riverdale, 80 miles away from the factory, that
agree to sell their produce to Giant Beanstalks. The company’s products are available to
the public only through Greenleaf, a grocery chain with 38 stores in the country.
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
Economic communities are also known as ________.
A) global firms
B) free trade zones
C) management communities
D) production communities
E) open channels
A market segment that is large enough or profitable enough to serve is ________.
A) measurable
B) accessible
C) substantial
D) profitable
E) differentiable
SparkClean is a company that specializes in producing cleaning products for
automobiles. In order to promote its products, SparkClean sends a complimentary
sample of its products to auto enthusiasts. Which form of marketing is SparkClean
involved in?
A) online marketing
B) viral marketing
C) telemarketing
D) kiosk marketing
E) direct-mail marketing
After selecting a sweater on the Land’s End Web site, Kelly was asked to fill in details
for the customer database. Kelly was given a form that required her to fill in her name,
date of birth, and e-mail address. Kelly then checked a box that was next to the
following statement: “Yes, I would like to receive weekly promotional information from
Land’s End online.” Which of the following practices is evident from this scenario?
A) e-mail hosting service
B) e-mail spoofing
C) catalog marketing
D) contextual advertising
E) permission-based e-mail marketing
Which of the following terms best describes a large, low-cost, low-margin,
high-volume, self-service store that carries a wide variety of grocery and household
products?
A) convenience store
B) supermarket
C) specialty store
D) warehouse club
E) factory outlet
Which of the following is one of the primary goals of reminder advertising?
A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image
Which of the following plays the most important role in government buying?
A) price
B) product differentiation
C) advertising
D) personal selling
E) customer relationship management
________ are the largest group of wholesalers. They include two broad types:
full-service wholesalers and limited-service wholesalers.
A) Brokers
B) Manufacturer sellers
C) Manufacturers’ agents
D) Merchant wholesalers
E) Selling agents
________ logistics starts with the marketplace and works backward to the factory or
even to sources of supply.
A) Outbound
B) Customer-centered
C) Upstream
D) Reverse
E) Inbound
While comparing hotel rates on Google’s search engine, Brenda came across text-based
ads and links alongside the search results. This form of advertising is known as
________.
A) contextual advertising
B) rich media ads
C) content sponsorship
D) catalog advertising
E) social media advertising
Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers
conduct product research and also lets them order directly online or redirects them to
the nearest Gant retail store. Which of the following best describes GantHardware.com?
A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog
Which of the following terms refers to a specific mix of human traits that may be
attributed to a particular brand?
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity
Which of the following is true of product line pricing?
A) The price steps take cost differences between products in the line into account.
B) The pricing strategy cannot be used by companies in developed countries.
C) The price steps do not account for the prices of similar products from competitors.
D) The pricing strategy involves overpricing products so that they appeal to the elite.
E) The customer’s perception of the value of different features is considered irrelevant.
Richard, a salesperson, works for Wellington Steelworks. After researching a qualified
lead, Richard is preparing opening lines for meeting the customer for the first time.
Which step of the selling process is he about to enter?
A) follow-up
B) handling objections
C) approach
D) presentation
E) preapproach