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The PLC for a brand that was the first and last competitor in a product form market is
______.
a. said to be zero or nil
b. longer than that of the product form
c. shorter than that of the product form
d. as long as that of the product form
Connections between cargo vessels or trucks and transportation networks may
eventually lead to the development of smart transportation modes that reroute in real
time based on local traffic patterns, weather events, and accidents. Which of the
following will someday enable such a possibility?
a. Supply chain analytics
b. The Internet of Things
c. Cloud computing
d. Strategic channel alliances
A message developed for and targeted toward early adopters of a new product will be
perceived similarly by late majority adopters.
a. True
b. False
In the context of the innovation matrix, which of the following decisions is designed to
take company strengths into new markets?
a. Transformational innovations
b. Retroactive innovations
c. Adjacent innovations
d. Core innovations
Push money is the money that manufacturers offer to channel intermediaries to
encourage them to “push” products—that is, to encourage other members of the channel
to sell their products.
a. True
b. False
A global marketer or a firm considering global marketing must consider the external
environment.
a. True
b. False
The process of planning, collecting, and analyzing data relevant to a marketing decision
is called ___________.
a. marketing research
b. marketing research findings
c. marketing plan
d. marketing research objective
Ramelson Inc., a sporting goods footwear and apparel company, features photographs
of celebrities wearing its brand of clothing and sports gear. The company launched a
commercial for its new line of football cleats. This commercial featured famous football
stars as it believes that celebrities can influence customers’ buying decisions. In this
case, the football stars served as _____.
a. opinion leaders
b. aspirational reference groups
c. non aspirational reference groups
d. decision makers
For convenience, pricing objectives can be divided into three categories: profit oriented,
sales oriented, and ______.
a. marketing oriented
b. status quo
c. inventory oriented
d. tax oriented
Which term refers to a marketer designating the media to be used, the choice of the
specific publications or programs, and the insertion dates of the advertising?
a. Media schedule
b. Audience selectivity
c. Reach
d. Advertising plan
Robin, a police sergeant, believes that bribing is illegal. He does not accept bribes
irrespective of the amount of money. Robin is demonstrating _____.
a. act utilitarianism
b. rule utilitarianism
c. ethical relativism
d. moral relativism
According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who
maintain a social networking profile and visit other sites.
a. joiners
b. inactives
c. critics
d. creators
A brand with a distinct personality is more likely to have a larger base of loyal
customers and market share.
a. True
b. False
Unlike external stimuli, internal stimuli:
a. do not have multiple sources.
b. cannot be satisfied through purchases.
c. include stimuli such as hunger and thirst.
d. include stimuli such as advertisements and videos.
Which statement describes department stores such as JCPenney and Macy’s?
a. All departments—such as shoes, children’s clothing, electronics, housewares, etc.—
operate collectively as a single profit center, but policies about pricing and the types of
merchandise carried are set at the individual departmental level.
b. All the departments—such as shoes, children’s clothing, electronics, housewares, etc.
—operate collectively as a single profit center, and the central management sets policies
about pricing and the types of merchandise carried.
c. Each department acts as a separate profit center, setting its own policies about pricing
and the types of merchandise carried.
d. Each department acts as a separate profit center, but the central management sets
policies about pricing and the types of merchandise carried.
West Coast Traders provides expertise for a range of products within a category. It
markets and facilitates the sale of many different manufacturers’ products to a grocery
chain. However, West Coast Traders never takes ownership of any food products, so it
would be considered a(n) ____________________.
a. retailer or a wholesaler
b. agent or a broker
c. broker or a manufacturer
d. agent or a wholesaler
According to research, how does a customer typically view a product that is out of
stock?
a. Customers view stockouts as an indication of the store’s poor management of
inventory.
b. The stockout will lead the customer to buy an item that is similar to the outofstock
item.
c. Customers who cannot buy the outofstock item will not buy an item similar to that
item.
d. The tendency to buy an outofstock item decreases with every subsequent stockout.
The collection and interpretation of data about forces, events, and relationships in the
external environment that may affect the organization’s future or its marketing plan
implementation is called:
a. SWOT analysis.
b. environmental scanning.
c. competitive advantage.
d. cost competitive advantage.
Which of the following is a difference between profit organizations and nonprofit
organizations?
a. Profit organizations focus on profit and sales maximization, whereas nonprofit
organizations seek to redistribute income.
b. Profit organizations use public service advertisements for promotion, whereas
nonprofit organizations use commercial advertisements for promotion.
c. Profit organizations market complex behaviors or ideas, whereas nonprofit
organizations market tangible goods.
d. Profit organizations adopt undifferentiated segmentation strategies, whereas
nonprofit organizations adopt differentiated segmentation strategies.
Which of the following correctly defines cobranding?
a. Placing two or more brand names on a product or its package
b. Marketing several different products under the same brand name
c. A trademark for a service
d. The exclusive right to use a brand or part of a brand
To increase its revenue, Frankfin, an airline company, decides to promote wellknown
brands in its inflight magazine. These brands would pay a fixed price to Frankfin to
print their promotional messages in the magazine. As part of the promotional mix, the
inflight magazine is being used for _____.
a. direct selling
b. public relations
c. personal selling
d. advertising
People in a subculture do not share the characteristics of the broader culture which
influences them.
a. True
b. False
Social media are a more immediate form of twoway communication than personal
selling.
a. True
b. False
_____ is a common base of demographic segmentation.
a. Product benefit
b. Usage rate
c. Geography
d. Income
_____ is a price tactic that charges freight costs from a given point, regardless of the
city from which the goods are shipped.
a. FOB origin pricing
b. Zone pricing
c. Uniform delivered pricing
d. Basingpoint pricing
Shopper marketing brings brand managers and account managers together to connect
with consumers along the entire pathtopurchase, whether it be at home, on the go via
mobile marketing, or in the store.
a. True
b. False
Researchers posing as customers who gather observational data about a store are called
______________.
a. mystery shoppers
b. online shoppers
c. observational shoppers
d. online researchers
A business firm is collaborating on an initiative with a nonprofit organization by
providing publicrelations training to working professionals throughout a country.
Twenty percent of the fee that the participants would pay is given to the nonprofit
organization. The nonprofit organization in turn reaches a wider range of audience
across the country for its training program. This scenario illustrates _____.
a. relationship marketing
b. effectrelated marketing
c. causerelated marketing
d. green marketing
A media scheduling strategy that runs advertising only during times of the year when
the product is most likely to be used is known as a ____________.
a. flighted media schedule
b. pulsing media schedule
c. continuous media schedule
d. seasonal media schedule
Identify a true statement about an advertising campaign.
a. It circumvents the need for postcampaign evaluation.
b. It extends for a defined period of time.
c. It cannot focus on more than one advertising appeal.
d. It does not use humor to promote a theme.
Sam uses public transport to commute to work. However, he has always wanted to own
a car and believes commuting by car will save time. This scenario exemplifies Sam’s
_____.
a. selective retention
b. cognitive dissonance
c. value
d. want
