________ provides a complete analysis of the company’s situation.
A) A SWOT analysis
B) A marketing audit
C) Regression analysis
D) Return on marketing investment
E) Marketing budget evaluation
________ marketing tailors brands and promotions to the needs and wants of regional
customer groups, such as cities, neighborhoods, and even specific stores.
A) Undifferentiated
B) Differentiated
C) Niche
D) Local
E) Individual
The discount offered by Glamor Gifts to customers who bought Valentine-themed
merchandise the week following Valentine’s Day is an example of a ________.
A) functional discount
B) seasonal discount
C) trade discount
D) cash discount
E) time-based discount
Keeping the brand in a customer’s mind during off-seasons is most likely a goal of
________ advertising.
A) reminder
B) attack
C) informative
D) covert
E) competitive
Using the AIDA model, an effective marketing message should get attention, hold
interest, ________, and obtain action.
A) create differences
B) enhance doubts
C) double interest levels
D) arouse desire
E) minimize dismay
Which of the following is true with regard to monopolistic competition?
A) Under monopolistic competition, the market consists of many buyers and sellers
who trade at a single market price.
B) Under monopolistic competition, the market consists of only a few large sellers.
C) In a monopolistic market, little time is spent on marketing strategy.
D) Sellers can differentiate their products to buyers.
E) In a monopolistic market, price becomes a major competitive tool.
One of the functions performed by a PR department is ________, which involves
building and maintaining relations with legislators and government officials to
influence legislation and regulation.
A) direct marketing
B) press relations management
C) investor relations management
D) lobbying
E) public affairs management
Kao Corp., a deodorant manufacturer, invited teenage girls to make an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) societal marketing
B) the production concept
C) the selling concept
D) partner relationship management
E) consumer-generated marketing
When a customer feels uneasy about losing out on the benefits of a brand not
purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism
What is usually the first step in cost-based pricing?
A) testing the product concept with potential customers
B) determining the marketing mix strategy
C) setting a price that covers costs plus a target profit
D) designing a good product
E) adding up the costs of making the product
Some products that have entered the decline stage have been cycled back to the growth
stage through ________.
A) repositioning
B) harvesting
C) maintaining
D) pruning
E) expanding
Facebook, Snapchat and LinkedIn are all examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens
Green Gardens is a click-and-mortar company that sells gardening and landscaping
goods and equipment. When customers are unable to find a product they need on the
shelves of their local Green Gardens store, customers order the product online with the
help of the in-store ordering machine. Which of the following best describes the
ordering machine?
A) kiosk
B) digital catalog
C) podcast
D) tablet
E) online networks
Hannah Adams is a senior sales manager in Elmo Corp., a rapidly growing company
manufacturing personal computers and printers. In order to handle sales effectively,
Hannah insists on using the services of different groups of people from different
departments within the company such as the sales, marketing, technical support, and
finance departments. In this instance, Hannah makes use of ________.
A) team selling
B) competitive marketing intelligence
C) hybrid selling
D) occasion segmentation
E) sales force automation systems
Which of the following wholesaler’s channel functions is demonstrated when a
wholesaler holds inventories and thereby reduces inventory holding costs and risks of
suppliers and customers?
A) financing
B) transporting
C) buying and assortment building
D) warehousing
E) bulk breaking
Which of the following price adjustment strategies involves reducing prices to reward
customer responses such as volume purchases, paying early, or participating in
sales-support programs?
A) product bundle pricing
B) captive product pricing
C) product line pricing
D) dynamic pricing
E) discount and allowance pricing
Disadvantages of social selling include ________.
A) its impact on efficiency
B) its ability to provide information
C) its expense and the difficulty of presenting some things via the Internet
D) the ability to spot opportunities
E) its impact on productivity
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
Which of the following is true with regard to a market segment?
A) A market segment consists of consumers with dissimilar needs and preferences.
B) A market segment consists of consumers who respond in a similar way to a given set
of marketing efforts.
C) Very few markets have segments.
D) Dividing the market into segments decreases the efficiency of the selling process.
E) Dividing the market into segments reduces composite demand.
Steelz Inc. has designed a process that manufactures an improved version of steel more
efficiently, which will save the firm both money and resources. In considering the
launch of this new steel in the market, the firm must first decide on ________.
A) timing
B) location
C) organizational structure
D) test marketing
E) product mix
Plasticine Palace supplies its products exclusively to Arts & Crafts, a chain of stationery
stores across the country. The chain then makes the plasticine available to end
consumers. This is an example of ________.
A) a direct marketing channel
B) intensive distribution
C) an indirect marketing channel
D) disintermediation
E) extensive distribution
Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to
cater to its rapidly increasing number of patrons. This exemplifies ________.
A) product differentiation
B) product development
C) diversification
D) market penetration
E) market segmentation
Marketing communicators must know what ________ and what ________.
A) products they wish to sell; audiences they want to target
B) distribution channel(s) they wish to use; timing they need
C) advertising media they will use; message they will send
D) audiences they wish to reach; responses they want
E) message they will send; feedback they expect
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.
Which of the following would be classified as bait-and-switch advertising?
A) advertising a cheaper brand but making only a more expensive one available to
customers
B) advertising the advantages of a product by comparing it to its competitors
C) providing free samples of a product
D) providing discount coupons with a product
E) favoring certain customers over others through trade promotions
The Bookworm began delivering books directly to customers through mail instead of
selling through brick-and-mortar companies. This is an example of ________.
A) indirect marketing
B) disintermediation
C) franchising
D) exclusive distribution
E) intensive distribution
McDonald’s, Subway, and Jiffy Lube are all examples of ________.
A) voluntary chains
B) retailer cooperatives
C) franchises
D) category killers
E) power centers
Katrina Mendoza is a senior manager in a manufacturing firm that hires lobbyists to
influence legislation that affects the manufacturing industry. Katrina’s firm takes a(n)
________ stance toward the marketing environment.
A) reactive
B) proactive
C) adversarial
D) passive
E) altruistic
Which of the following is a characteristic of customer-driven marketing?
A) Companies understand customer needs even better than customers themselves do.
B) Customers are unaware of their needs.
C) Products are created that meet both existing and latent needs, now and in the future.
D) Customers know what they want.
E) Customers don’t know what is possible.
________ involves looking at whether a company’s key action plans are well-matched
to its opportunities.
A) Operating control
B) Benchmarking
C) Strategic control
D) Regression analysis
E) Portfolio analysis
Before deciding to launch the new line of products, Essential-Beauty conducted
extensive market research to make sure the products were optimally positioned. A
complete marketing plan including mobile advertising, magazine advertising, event
sponsorship, and sales promotions was established long before the products themselves
were ready for market. In this case, Essential-Beauty was using ________.
A) cost leadership
B) entrepreneurial marketing
C) intrepreneurial marketing
D) formulated marketing
E) operational excellence
Which of the following is the best example of a desirable product?
A) breakfast cereal
B) cigarettes
C) effective but foul-tasting medicine
D) junk food
E) dental insurance
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the
new makeup. In terms of the communication model, the sender of this message is
________.
A) Gigi Hadid
B) Ladies’ Home Journal
C) readers who redeem the $2-off coupon
D) Maybelline
E) the target market to which Gigi Hadid appeals
In which of the following would the buyer reorder a product without any modifications?
A) reverse auction
B) solution selling
C) new task
D) straight rebuy
E) modified rebuy
What types of products do specialty stores carry? Give an example of a specialty store.
Explain the practice of redlining and why it is criticized.
Explain how marketers and marketing critics disagree about the psychological value of
advertising.
Explain the marketing decisions faced by wholesalers.
In the communication process, what is noise and what is its significance?
List four types of discounts.
What type of research would be the most useful to determine if a 20-percent decrease in
price for a high-end sedan would result in an increase in purchases sufficient to offset
the reduced price? Why?
Identify and describe the stages in the adoption process.
What is a growth-share matrix? Discuss the BCG growth-share matrix.
What is a demand curve? Explain its importance in the context of pricing decisions.
How do influencers contribute to the purchase decision process?
What is the primary focus of a competitor-centered company?
Describe public relations and any three of its main functions.
Compare the consumerism and environmentalism movements.
What are the key functions that members of the marketing channel perform?
