Which of the following modes of transportation would most likely be used to quickly
haul lettuce from California, where it was grown, to markets in Nevada?
A) trucks
B) railroads
C) air
D) pipeline
E) water
People, places, and ideas are all ________ that often need to be “sold” by someone and
“bought” by someone else.
A) tangibles
B) goods
C) intangibles
D) values
E) benefits
Which of the following measures is often a good indicator of a country’s economic
health because it is adjusted for the population size of each country?
A) per capita GDP (gross domestic product)
B) GNP (gross national product)
C) purchasing power parity (PPP)
D) standard of living
E) economic infrastructure
Which of the following suggests that what is ethical in one culture is not necessarily
ethical in another culture?
A) protectionism
B) nationalization
C) ethnocentrism
D) ethical relativism
E) localization
A company newsletter is an example of ________.
A) media relations
B) sponsorship
C) corporate identity
D) internal PR
E) publicity
Which of the following is the last step in the hierarchy of effects?
A) create demand
B) create desire
C) encourage purchase
D) build loyalty
E) inform the market
The ________, a U.S. regulatory agency, regulates telephone, radio, television, and the
use of the Internet.
A) Consumer Product Safety Commission
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Interstate Commerce Commission
________ is a pricing tactic a firm uses for two products that work only when used
together. The firm sells one item at a very low price and then makes its profit on the
second high-margin item.
A) Two-part pricing
B) Price bundling
C) Captive pricing
D) Decoy pricing
E) Keystoning
Alex paid for a(n) ________ when he took his car to the carwash to be washed and
waxed.
A) service
B) industrial product
C) consumer good
D) commercial good
E) business product
The need to apply for a patent would most likely arise during which phase of new
product development?
A) business analysis
B) technical development
C) test marketing
D) strategy development
E) product proposal
Which of the following new products had the greatest degree of observability when it
was introduced?
A) nail clippers designed to prevent ingrown toenails
B) Tylenol PM, a nonprescription sleep aid
C) Dr. Scholl’s shoe inserts
D) Splenda sugar substitute
E) rollerblades
Which of the following statements about department stores is true?
A) Department stores are more successful in America today than they have ever been.
B) Department stores typically offer shallow and narrow assortments.
C) Department stores are more popular in America than they are abroad.
D) Department stores are typically self-service.
E) Department stores were a dominant type of American retailer in the first half of the
twentieth century.
Experts predicting that destination retail will be a future trend believe that consumers
will soon visit retailers more for ________ than for the basic process of purchasing
products.
A) information
B) credit services
C) comparison shopping
D) entertainment
E) social opportunities
________ refers to a company’s estimate of the number of consumers who are willing
and able to pay for a product.
A) The market segment
B) Potential demand
C) Return on marketing investment
D) Market share
E) The mass market
A group of people from a range of departments tasked with developing products and
programs that satisfy the customer’s needs is referred to as a ________ team.
A) cross-functional
B) partner relationship management (PRM)
C) customer relationship management (CRM)
D) missionary
E) transactional
The population of Djibouti is approximately 830,000. To serve the communication
needs of this nation, there are two FM radio stations, one AM radio stations, and one
television station. There are only 22,000 telephone lines in the whole country. This is a
partial description of Djibouti’s ________.
A) gross national product (GNP)
B) business cycle
C) economic infrastructure
D) standard of living
E) gross domestic product (GDP)
A firm’s skunk works department would most likely be located ________.
A) in a central part of the firm’s main office building
B) in the most productive section of the company
C) away from the firm’s traditional offices
D) at the headquarters of the firm’s largest customer
E) as close as possible to the firm’s communication specialists
A media company has a high market share in the cassette tape market. The cassette tape
market has low growth potential. This business fits into the ________ category of the
BCG growth-market share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
Whenever a product line or a product family is extended, there is a risk of ________,
which occurs when sales of an existing brand decline as the firm’s current customers
switch to the new product.
A) product line contraction
B) disintermediation
C) cannibalization
D) brand inequity
E) brand equity
CGM, which stands for ________, includes online consumer comments, discussions,
reviews, photos, images, videos, podcasts, and webcasts.
A) crowd-generated media
B) community-generated media
C) consumer-generated media
D) content-graded media
E) consumer-generated messaging
Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer’s
relationship. Through ________, it has found that customers who change residences are
three times more likely than customers who do not move as frequently to buy tables,
fax machines, and decorative products but are no more likely to buy jewelry or
footwear.
A) data mining
B) prospecting
C) sampling
D) sentiment analysis
E) customer acquisition
Nita can visit her local supermarket and buy a dozen roses, a gallon of milk, two
birthday cards, a bag of cat litter, and a pan for roasting a turkey. This illustrates how
channels of distribution benefit consumers by ________.
A) creating atmospherics
B) creating assortments
C) diverting products
D) managing knowledge
E) managing relationships
According to your text, which of the following is probably the most used and most
recognized form of branding?
A) brand name
B) trade character
C) patent
D) logo
E) copyright
Retail stores are often classified on the breadth and depth of their merchandise
assortment. The depth of the merchandise is the variety of choices for each specific
product. Merchandise depth may be classified as ________ or ________.
A) narrow; broad
B) narrow; deep
C) shallow; broad
D) shallow; deep
E) narrow; full
Which member of the buying center typically has the most power?
A) buyer
B) gatekeeper
C) decider
D) initiator
E) influencer
To determine what type of information to add to its Web site in order to attract more
visitors, an Internet company could look at a survey by the AOL/Roper Starch
Cyberstudy, which showed the primary activities Americans are most likely to engage
in when surfing the Internet. This study is an example of ________.
A) ethnographic data
B) a secondary data source
C) a primary internal data source
D) data mining
E) a primary external data source
Soundz, a marketer of high-end headphones, wants to identify new markets in Asia with
high potential for growth and dense pockets of consumers with growing incomes.
Which of the following would be the best source of data to help the leadership at
Soundz decide which new markets present the best opportunities?
A) corporate I.T. sources
B) social media sources
C) government sources
D) commercial entity sources
E) partner database sources
The growth-market share matrix developed by the Boston Consulting Group (BCG) is a
type of ________.
A) SWOT analysis
B) portfolio analysis
C) value chain
D) situational analysis
E) compatibility assessment
To take advantage of the massive amount of data now available, a sophisticated analysis
technique called ________ is becoming a priority for many firms.
A) data mining
B) prospecting
C) cold calling
D) data warehousing
E) data tallying
Many marketing experts recommend ________ programs that allow a company to talk
to individual customers and adjust elements of the marketing mix to satisfy the specific
needs of each customer.
A) customer relationship management
B) psychographic segmentation
C) transactional management
D) B2B marketing
E) C2C marketing
________ variables segment markets in terms of shared activities, interests, and
opinions.
A) Demographic
B) Ethnographic
C) Geodemographic
D) Socioeconomic
E) Psychographic
Marketers communicate a product’s value proposition to the target market by
implementing a ________.
A) product segment
B) promotional strategy
C) pricing strategy
D) distribution strategy
E) marketing metric
Though the ________ method of setting an advertising budget is simple to use and
helps management think about the relationships among promotion spending, selling
price, and profit per unit, it wrongly views sales as the cause of promotion rather than
the result.
A) percentage-of-sales
B) competitive-parity
C) bottom-up
D) objective-task
E) push-pull
What is a benefit of a demonstration ad for a product, and when is this type of
execution format most useful?
What is the rationale for a store advertising the sale of one item at a price that may be
potentially lower than the cost of the item to the store?
In what type of purchase would one person most likely assume all or most buying
center roles?
What is the relationship between personal selling and the marketing push strategy?
Why might ad expenditures be high for products in the introductory stage of the product
life cycle?
When might a marketer be most likely to use a comparative ad?
Describe and compare the three basic levels of economic development.
Identify the seven steps in the creative selling process. What may be the most difficult
step for most salespeople?
Companies need to understand the differences in the cultures in which they operate.
Explain the terms cultural values and social norms, giving an example of each.
After initially targeting young game-playing consumers with its Wii home gaming
system, Nintendo introduced the Wii system to older consumers in retirement homes for
light exercise. Explain the kind of growth strategy Nintendo used.
Why is the image of telemarketers more positive in business marketing than it is in
consumer marketing?
Explain the following statement: “A product is a bundle of attributes.”
What is the merchandise assortment of an airport bookstore that sells only a few books
but a large variety of magazines?
Periodically, the Walt Disney Company recycles its oldest animated films, such as Snow
White, back into movie theaters to delight a new generation of consumers. To what
classification of the BCG growth-market share matrix would these old movies belong?
Explain.
How do channel members add value to a distribution channel?
Why is price lining a good practice for retailers?
Explain how a computer company might use mass customization to meet the needs of
its customers.
Panasonic markets a line of digital cameras that use Leica lenses. Leica lenses are
legendary for their superb image quality. Panasonic is known for its consumer
electronics. What marketing strategy are Panasonic and Leica implementing? Support
your answer.
Discuss the advantages and disadvantages of undifferentiated targeting, differentiated
targeting, and concentrated targeting.
What type of strategy should a company use to manage its cash cows?