Marketers calculate the metric of ________ by dividing the number of visitors to a
website who complete a desired activity by the total number of visitors to the site.
A) click-through rate
B) conversion rate
C) margin on sales
D) cost-per-click
E) churn rate
An email from Amazon.com offers free shipping on your next purchase of more than
$35. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) stealth marketing
E) viral marketing
To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high
concentrations of young working women. These women responded best to
advertisements conveying the message that Suave is inexpensive, yet will make their
hair “look like they spend a fortune on it.” What segmentation tool did Unilever use in
this example?
A) geotargeting
B) geodemography
C) the hierarchy of needs
D) behavioral
E) family life cycle
Which of the following is a sponsored message that mimics the normal content of the
media vehicle in which it appears?
A) authenticated streaming
B) native advertising
C) support media
D) paid media
E) in-app advertising
To purchase an item from an Internet site, you will be asked to provide a credit card
number. Because of ________, a computer hacker who intercepts this number as it is
being sent to the seller would likely see £D¥$&0PDJLJL, or something equally as
meaningless.
A) decoding
B) back-translation
C) encryption
D) the firewall
E) malware
A ________ is a firm’s total product offering designed to satisfy a group of target
customers.
A) brand
B) product line
C) product mix
D) positioning strategy
E) marketing mix
Sony found that Japanese commuters had difficulty using standard laptops on crowded
rush-hour trains since standing commuters have no laps, so it created the U as a
“standing computer.” The U includes a touch screen and small keyboard that can be
used while standing or on the move. This is an example of ________.
A) straight product extension
B) product invention
C) product adaptation
D) dual adaptation
E) standardization
Which of the following is NOT characteristic of Web 3.0?
A) Consumers create value through social media.
B) Web participation is a necessity for brands.
C) Websites are created to accomplish one specific function.
D) Marketers can track consumers’ browser behavior.
E) Consumers and marketers can have real-time instant communication.
________ involves a channel member purchasing large quantities of a product during a
discount period, warehousing the product, and not buying the product again until
another discount is offered.
A) Pushing
B) Forward buying
C) Rebating
D) Co-op buying
E) Discounting
Companies can customize online advertising by ________ so that people who log on in
different places will see content for local businesses.
A) geotargeting
B) geodemography
C) geodiversity
D) psychographics
E) profiling
The value of something we give up in order to obtain something else is referred to as
a(n) ________.
A) transformation cost
B) opportunity cost
C) exchange
D) variable cost
E) marginal cost
________ involves designing and producing the container or cover for a product.
A) Labeling
B) Licensing
C) Packaging
D) Retailing
E) Servicing
Which of the following includes all the activities necessary to convert raw materials
into a good or service and put it in the hands of the consumer or business customer?
A) the supply chain
B) the value chain
C) the channel of distribution
D) the retailer chain
E) the industrial network
________ are the last in the population to adopt a new product.
A) Laggards
B) Late majority adopters
C) Innovators
D) Impulse buyers
E) Beta testers
Intermediaries that do business with many different manufacturers and many different
customers are most accurately referred to as ________.
A) interdependent intermediaries
B) dependent intermediaries
C) independent intermediaries
D) wholesalers
E) retail outlets
Marketers would be most likely to use ________ to come up with ideas for new
strategies and opportunities or to get a better understanding of a problem they are
currently experiencing with a product.
A) experimental research
B) experiential research
C) exploratory research
D) causal research
E) predictive technology
When Kenneth called Southern Security to buy a safe in which to store important
personal documents and possessions, he most likely talked to a(n) ________ who
performed all the activities needed to process the transaction.
A) order taker
B) order getter
C) missionary salesperson
D) new-business salesperson
E) technical specialist
An alternative to a two-way stretch is ________, adding more items within the present
range of the line.
A) cobranding
B) family branding
C) a mixing strategy
D) a filling-out strategy
E) a contracting strategy
Which of the following statements about the steps in the target marketing process is
true?
A) The first step in the target marketing process is setting marketing objectives.
B) There are four steps in the target marketing process.
C) The second step in the target marketing process is the identification of all
segmentation variables.
D) The final step in the target marketing process is positioning.
E) The target marketing process is not related to positioning.
Which of the following make up the largest single business and organizational market
in the United States?
A) raw material markets
B) producer markets
C) not-for-profit markets
D) e-commerce markets
E) government markets
What type of advertising delivers a message that focuses on a specific good or service?
A) retail advertising
B) product advertising
C) institutional advertising
D) corporate advertising
E) advocacy advertising
Which type of vertical marketing system (VMS) gives an organization more control
over resale of its products, while at the same time increasing the organization’s capital
investment and its fixed costs?
A) administered
B) contractual
C) conventional
D) corporate
E) horizontal
Grayville Rock and Gravel, located in a seaport town, sells rock, gravel, and sand to
local markets. It has just been awarded a contract with a company 500 miles down the
coast. Management should consider switching from truck to ________ transport to save
money.
A) water
B) railroads
C) pipeline
D) air
E) none of the above
Which of the following is a posttesting technique used by telephone survey or personal
interview to determine whether a person remembers seeing an ad during a specified
period without giving the person the name of the brand?
A) unaided recall
B) attitudinal measure
C) permission marketing
D) gross rating points (GRPs)
E) corrective advertising
Which of the following methods of gathering exploratory data was derived from
anthropology?
A) focus groups
B) one-on-one interviews
C) case studies
D) longitudinal studies
E) ethnography
Using a ________ targeting strategy, a company develops one or more products for
each of several customer groups with different product needs.
A) fragmented
B) homogeneous
C) custom
D) differentiated
E) mass customization
Effective objectives should be all of the following EXCEPT which one of the
following?
A) aspirational
B) specific
C) attainable
D) sustainable
E) measurable
A catalog retailer studies about 3,500 variables over the lifetime of a customer’s
relationship. It has found that customers who change residences are three times more
likely than customers who do not move as frequently to buy tables, color printers, and
decorative products but are no more likely to buy jewelry or footwear. By using data
analysis to determine which promotion to target to customers who have recently moved,
this catalog retailer has engaged in ________.
A) customer retention
B) customer acquisition
C) customer abandonment
D) customer accrual
E) market basket analysis
The management practice of ________ involves actively seeking people of different
races, sexes, ethnic groups, and religions in an organization’s employees, customers,
suppliers, and distribution channel partners.
A) geodemography
B) cultural diversity
C) ethnic segmentation
D) psychography
E) social networking
Which of the following is an example of digital advertising?
A) television commercial
B) billboard
C) search ad
D) print magazine ad
E) print newspaper ad
Interactive videos, games, and contests are all ways that marketers provide ________
for online shoppers.
A) in-home shopping
B) virtual experiential marketing
C) off-price retailing
D) pop-up marketing
E) network marketing
In a(n) ________ structure, there are many small sellers, each offering similar products,
and each unable to have a significant impact on the quality, price, or supply of a
product.
A) monopoly
B) oligopoly
C) monopolistic competition
D) perfect competition
E) natural competition