Information in a company’s database can come from many sources. An advantage of
harnessing such information is to ________.
A) eliminate employee turnover
B) achieve a high degree of employee empowerment
C) gain competitive advantage
D) gain access to mass markets
E) eliminate resource dependency
________ tend to be straightforward outlines of benefits and positioning points that the
advertiser wants to stress.
A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans
Effective ________ pricing involves understanding how much value consumers place
on the benefits they receive from the product and setting a price that captures that value.
A) competition-oriented
B) cost-based
C) time-based
D) customer-oriented
E) marketer-oriented
The advertisements that use the Aflac duck or the GEICO gecko are using the message
execution style of ________.
A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols
A company that makes products that give high immediate satisfaction but may hurt
consumers in the long run makes ________ products.
A) deficient
B) pleasing
C) salutary
D) desirable
E) threatening
Which of the following was a result of the Uruguay Round of global WTO trade talks?
A) It increased the world’s remaining merchandise tariffs by 30 percent.
B) It minimized the international protection of copyrights, patents, and trademarks.
C) It extended the WTO to cover trade in agriculture and a wide range of services.
D) It established NATO for purposes of collective security.
E) It established the EU to reduce trade barriers and increase cooperation among its
members.
Buyers who face a ________ usually go through all stages of the buying process.
A) straight rebuy
B) modified rebuy
C) new task buying situation
D) routine buying situation
E) need for limited problem solving
Which type of retailer is most likely to require its employees to focus most on assisting
customers as they shop?
A) self-service retailer
B) full-service retailer
C) off-price retailer
D) limited-service retailer
E) convenience retailer
Which term best describes sites such as the New York Times on the Web and
ESPN.com?
A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer
The challenge for makers of which type of product is to add long-run benefits without
reducing the product’s desirable qualities?
A) salutary product
B) desirable product
C) pleasing product
D) durable product
E) deficient product
Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about
respondents.
E) Respondents always provide honest answers to personal questions on mail
questionnaires.
A ________ VMS integrates successive stages of production and distribution under
single ownership.
A) contractual
B) contingency
C) corporate
D) conventional
E) communal
Advertising has numerous goals. Which of the following is NOT one of those goals?
A) to help move consumers through the buying process
B) to work with lobbyists and legislators in developing industry regulations
C) to move people to immediate action
D) to build or strengthen long-term customer relationships
E) to engage customers and change the way they think or feel about the brand
P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area.
When General Mills became aware of the product, it rushed to market its own Betty
Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product
introduction. General Foods was able to enter the ________ stage of the new product
development process before P&G could.
A) commercialization
B) co-marketing
C) idea generation
D) idea screening
E) simulation
Which of the following is true of shipping goods via water transportation?
A) Water transportation is an efficient way to ship perishable merchandise over long
distances.
B) Water carriers are highly flexible in their routing and time schedules.
C) Water transportation provides in-transit services, such as the processing of goods en
route.
D) Water transportation is ideal when time is short and speed is needed.
E) Water transportation is the slowest mode of transportation and the most affected by
the weather.
Members of the buying center at Kid’s World, a store for children’s clothing, are
drawing up a list of desired supplier attributes and their relative importance. Next, they
intend to compare several suppliers’ proposals to these attributes. In which step of the
business buying process is the buying center at Kid’s World involved?
A) general needs description
B) proposal solicitation
C) supplier selection
D) order-routine specification
E) performance review
Which of the following is a type of flow that connects all institutions in a marketing
channel?
A) payment flow
B) ownership flow
C) physical flow
D) promotion flow
E) information flow
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
Today’s retailers increasingly adopt environmentally sustainable practices. Which of the
following is NOT one of these practices?
A) working with channel partners to reduce their environmental impact
B) cutting back on recycling programs
C) greening up their stores and operations
D) launching programs to help customers be more responsible
E) promoting more environmentally responsible products
A company’s marketing should be guided by the sustainable marketing principle of
________ marketing.
A) direct
B) viral
C) buzz
D) value
E) innovative
Bon Vivant offers an assortment of exclusive French wines at incredibly low prices.
These prices are neither limited-time offers nor special discounts, but represent the
daily prices of products sold by Bon Vivant. This reflects Bon Vivant’s ________
pricing strategy.
A) everyday low
B) markup
C) penetration
D) break-even
E) cost-based
Companies may want to downsize their business portfolios for all but which of the
following reasons?
A) The firm may have grown too fast.
B) The firm may have entered areas where it lacks experience.
C) The customers may have purchased all they need.
D) The market environment might change.
E) The products might simply age.
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?
Firms use competitive marketing intelligence to ________.
A) create and sustain market monopolies
B) counter the adverse effects of organizational anarchy
C) perpetuate organizational learning
D) gain early warnings of competitor moves and strategies
E) strengthen weak ties with industry competitors
Which of the following is NOT an accurate description of modern marketing?
A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers’ needs.
E) Marketing is building value-laden exchange relationships with customers.
Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated and delivered by ________.
A) product labels
B) product attributes
C) support services
D) product packaging
E) branding
Logistics has grown in importance for all of the following reasons EXCEPT that
________.
A) companies that become channel members want to continue to grow and expand.
B) companies can gain a powerful competitive advantage by using improved logistics
to give customers better service or lower prices.
C) improved logistics can yield tremendous cost savings to both a company and its
customers.
D) more than almost any other marketing function, logistics affects the environment
and a firm’s environmental sustainability efforts.
E) the explosion in product variety has created a need for improved logistics
management.
Sears and Holiday Inn encountered difficult times because they did not stand out as the
lowest in cost, highest in perceived value, or best in service of their primary target
market segment. Both companies are ________.
A) niches
B) jack-of-all-trades
C) middle-of the roaders
D) red oceans
E) laggards
Over the past two decades, the U.S. population has shifted toward the ________ states.
A) Northern
B) Northeast
C) Sunbelt
D) Midwest
E) Corn belt
Which of the following statements about break-even analysis is true?
A) It is used to determine how much production experience a company must have in
order to achieve desired efficiencies.
B) It is a technique used to calculate fixed costs.
C) It determines the amount of retained earnings a company will have during a given
accounting period.
D) It is a technique marketers use to determine the relationship between supply and
demand.
E) It is calculated by using variable costs, the unit price, and fixed costs.
Which of the following stages of the new product development process occurs
immediately after the completion of the business analysis for the product or service?
A) idea screening
B) product development
C) product activation
D) marketing strategy development
E) product design
In the model of buyer behavior, which of the following is NOT a major type of force or
event in the buyer’s environment?
A) economic
B) technological
C) social
D) political
E) cultural
Samsung and Apple actively generate new ideas, relentlessly pursue new solutions, and
quickly work to get new products to market. They serve customers who want
state-of-the-art products and services, regardless of the costs in terms of price or
inconvenience. Which of the following value disciplines is illustrated from this
example?
A) operational excellence
B) customer intimacy
C) product leadership
D) product activation
E) product binning
Cleats, Unlimited developed a new style of soccer shoe. This is an example of
________.
A) product development
B) market development
C) market penetration
D) diversification
E) product differentiation
Cabela’s stores are as much natural history museums for outdoor enthusiasts as they are
retail outlets. This information indicates that Cabela’s is practicing ________.
A) wholesaling
B) nonstore retailing
C) shopper marketing
D) experiential retailing
E) showrooming
An industry often contains “good” competitors and “bad” competitors. Define each term
and discuss scenarios with both “good” and “bad” competitors. How might “good”
competitors choose to react to “bad” competition?
Why is identifying predatory pricing difficult?
What is a conventional distribution channel?
What are the different brand sponsorship options available to manufacturers?
Explain how seasonality impacts media timing.
Give an example of a cultural shift that may impact the marketing of products or
services.
Discuss the need to understand competitors as well as customers through competitor
analysis.
Why is it important for marketers to understand cultural swings?
Explain how Whole Foods is able to compete against Walmart.
Why must marketers guard against stereotypes when using age and life-cycle
segmentation?
In reacting to the marketing environment, what strategies do firms adopt in order to
shift from a reactive to a more proactive stance?
“Beyond the market and the economy, the company must consider several other factors
in its external environment when setting prices.” Explain this statement.
How does loyalty status enhance a company’s understanding of its consumers?
What are the various issues that are covered under environmentalism?
Discuss customer intimacy. Why is it important? Provide an example of a company that
successfully abides by this value discipline.
Explain integrated social media marketing.