As a new employee in the sales promotion department of a hotel chain, you proudly tell
a coworker about all the ways you can help the chain grow. Later, you’re embarrassed
when you realize you misspoke. You mistakenly claimed that sales promotion is
especially well suited for:
a. Speeding up the sales of hotel rooms
b. Increasing numbers of hotel bookings
c. Encouraging tourists to try the hotel
d. Building awareness of the hotel brand
e. Fostering repeat bookings
_____ are shopping centers that house only off-price retailers.
a. Warehouse clubs
b. Supercenters
c. Regional shopping centers
d. Outlet malls
National brands sold exclusively by a retail chain are called captive brands.
a. True
b. False
A dual pricing strategy provides more flexibility to set prices with changing market
conditions than a market-differentiated pricing strategy.
a. True
b. False
During the 2016 Grammy music awards program, the technology company Intel
partnered with Lady Gaga to enable her to integrate technology into her musical tribute
to David Bowie. Intel brought a series of robots — like the “dancing piano” — and a
motion sensory chip that helped the visual effects match Gaga’s movements onstage.
Matt Kauffman, Intel head of events and experiences stated,“We want to demonstrate
how technology transforms people’s lives, and how Intel is the technology behind it.”
Which marketing term best applies to the case of Lady Gaga and Intel?
a. comarketing
b. cobranding
c. technology partnership
d. internal partnership
Aldi is a chain of discount supermarkets based in Germany. The company has recently
started opening stores across the United States. Based on this information, the product
development strategy being pursued by Aldi is known as a _______ strategy.
a. Market penetration
b. Market development
c. Product penetration
d. Product development
e. Diversification
A firm has contracted with a global advertising agency. In a meeting to discuss ways of
promoting the client’s products abroad, the agency representatives mentioned the
challenges involved in reducing or eliminating noise. Choose the forms of noise they
could have talked about.
a. Too many competing messages
b. Poor technology
c. Inaccurate translation
d. Heavy use of buzzwords or jargon
e. Only answers c and d, since these relate to language
Data suggests that business owners who adopt the first mover strategy will always be
longterm market winners.
a. True
b. False
Dell Computer purchases parts and resources for its computers from multiple suppliers
that are spread across the world. This practice is known as:
a. offshoring.
b. global sourcing.
c. outsourcing.
d. reciprocity.
_____ represent the distribution channel to most consumers because of their direct
contact with the ultimate consumers.
a. Wholesalers
b. Retailers
c. Manufacturers
d. Selling agents
The market segmentation that is based on the stages of the family lifecycle is a form of
demographic segmentation.
a. True
b. False
Using social media to communicate with customers and potential customers requires
the marketer to follow some rules of social media etiquette. You clearly understand that
when you use social media to reach your target audience you entering into a
conversation with your customers. Since this has enormous implications for your firm’s
relationships with its customers, which of the following will you be certain to do?
a. Do not respond to customer complaints or comments.
b. Think before posting or deleting social media content.
c. Delete any customer comments that are negative about the company.
d. Test the boundaries of what is acceptable content on social media sites.
e. Always have a marketing objective in all your social media communications.
_____ is the second level of brand loyalty at which buyers rely on previous experiences
with the product when choosing it, if available, over competitors’ products.
a. trade dress
b. brand preference
c. brand insistence
d. generic product
e. family brand
f. brand equity
g. product diversification
h. trademark
i. brand extension
j. consumer innovator
k. brand name
l. private brand
m. brand manager
n. universal product code (UPC)
o. cannibalization
p. product liability
q. captive brand
r. brand mark
s. line extension
t. label
A _____ pricing strategy helps manufacturers to distinguish their high-end products
from similar products of their competitors.
a. skimming
b. market share
c. competitive
d. penetration
Lifestyle centers seek to offer the intimacy and easy access of neighborhood village
retailing with a fashionable cachet.
a. True
b. False
In 2012, James Bond played by actor Daniel Craig in the film Skyfall ordered a
Heineken instead of his traditional “shaken, not stirred martini.” The US division of
Heineken reportedly paid $45 million to have the product featured in the movie. This is
an example of a(n):
a. product placement
b. advertising
c. public relations
d. sponsorship
Consultative selling involves offering multiple goods or services to the same customer.
a. True
b. False
Jesse would never have thought that his own trademarked children’s toys would be
flooding a parallel market and competing against him. Now he needs to contact his
attorney to see what remedy he has in order to mitigate his damages. What kind of
marketing channel conflict is Jesse experiencing?
Select the best answer from the choices below.
a. horizontal conflict
b. dual conflict
c. marketing channel conflict
d. gray market conflict
e. vertical conflict
Strategies once implemented should not be changed even if the actual performance does
not meet the desired results.
a. True
b. False
A one-time reduction in list price typically offered at the time of sale is referred to as
a(n):
a. allowance.
b. rebate.
c. cumulative discount.
d. noncumulative discount.
Most price structures are built around list prices.
a. True
b. False
Clairol offers a line of hair color called “Nice n Easy” which allows women to touch-up
their hair and easily cover their gray hairs conveniently and easily at home. Based on
research, Clairol knows that women aged 30 and above are most likely to need some
type of color product to hide their gray hair and maintain a youthful appearance. What
type of segmentation does Clairol use by targeting women over 30?
a. demographic
b. geographic
c. psychographic
d. benefit
Who among the following is responsible for online public relations and management of
the brand over social media sites?
a. An online community manager
b. A social media analytic
c. A brand analyst
d. A brand manager
A shoe manufacturer has multiple suppliers for leather. Based on this information,
which of the following statements is true?
a. The suppliers have lesser bargaining than the buyer.
b. The barriers to market entry are high.
c. The rivalry among competitors is low.
d. The buyer has lesser bargaining power than the suppliers.
Marketers think in terms of a product as a compilation of package design and labeling,
brand name, price, availability, warranty, reputation, image, and customer service
activities that add value for the customer.
a. True
b. False
A lifestyle center is a type of planned shopping center that:
a. provides a wide assortment of convenience, shopping, and specialty goods, plus
many service facilities.
b. is usually located near a regional or superregional mall and brings together several
huge specialty stores as standalone stores in a single trading area.
c. offers a combination of shopping, live entertainment, movie theatres, restaurants,
decorative fountains, and much more in an attractive outdoor environment.
d. offers a product mix that is usually confined to convenience items and some limited
shopping goods.
Cannibalization occurs when companies offer their products in multiple retail channels
such as drug stores, convenience stores, grocery stores and discount stores.
a. True
b. False
Technological innovations create not just new goods and services but also entirely new
industries.
a. True
b. False
Which of the following is the most popular web function?
a. Ebusiness
b. Entertainment
c. Communication
d. Research
A company that gathers volunteers to try products and then relies on them to share their
experiences with friends and colleagues is adopting a frequency marketing approach.
a. True
b. False
Define product lifecycle. Describe the various stages of a product lifecycle.
What benefits do B2C emarketing efforts have to offer to consumers?
What are the different product and promotion strategies that can be used by global
marketers?
Why do marketers sometimes use guerrilla marketing? What are some of the drawbacks
of using a guerrilla marketing strategy?
What is cold calling? How can a salesperson make a successful cold call?
The concert of a French rock band was promoted by a certain firm in the United States.
This is an example of _____.
Define marketing planning.
What is puffery? How does the Uniform Commercial Code make a distinction between
puffery and any specific or quantifiable statement about product quality or
performance?
How has the role of a salesperson in a firm’s promotional activities changed over the
years?
Describe how psychographic segmentation is a good supplement to segmentation by
demographic or geographic variables.
Define and explain the term “planning” in the context of marketing.
Describe the significance of tariffs in the global market place.
Compare the purchase of an AM/FM radio with the purchase of a satellite radio.
Describe the creation of utility from the perspective of the manufacturer and marketer.
Describe the utility relationship between the customer and the marketer.
What are the basic requirements or criteria necessary for effective market
segmentation?
What are generic products? Give an example of a generic product.
What are the economic factors that determine a nation’s prospect as a host for
international business expansion?
Define supply chain. Describe a manufacturing supply chain with an example.
Explain the difference between an income statement and a balance sheet.
