When selecting a media vehicle, the media planner looks both at the total cost of using
a medium and at the ________.
A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) profit margin
E) continuity cost
In addition to the specific promotion tools, marketing communication requires
________ for greatest impact.
A) the engineering and manufacturing departments work together
B) the sales force lead the communication process
C) the advertising be developed with the manufacturers’ representatives
D) the pubic relations staff work closely with the sales force
E) the promotion, product, price, and place be coordinated
Which of the following is true of ethnographic research?
A) It is a type of experimental research that involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural
environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data
sources.
E) It is a form of survey research.
Income distribution is the second economic factor. While much of Africa consists of
countries with subsistence economies, companies are increasingly targeting ________
consumers in subsistence and emerging economies.
A) upper-class
B) “bottom of the economic pyramid”
C) middle-income
D) low-income
E) middle-income and low-income
Which of the following terms refers to customers who make repeat purchases and tell
others about their positive experiences with a product or service?
A) barnacles
B) customer evangelists
C) butterflies
D) surrogate customers
E) market mavens
The Great Recession of 2008 to 2009 triggered a shift in consumer attitudes toward
________.
A) variety and price
B) perceptions of value
C) locations of stores
D) price and quality
E) economic data
A(n) ________ is a written representation of a salesperson’s completed activities.
A) bill of sale
B) call report
C) tender
D) sales quotation
E) contract of sale
Which term refers to prices that buyers carry in their minds and check with when they
look at a given product?
A) product line prices
B) reference prices
C) location-based prices
D) product form prices
E) time-based prices
Xerox Corporation’s Equipment Remanufacture and Parts Reuse Program converts
end-of-life office equipment into new products and parts. This not only helps sustain the
environment, but it is also highly profitable for the company. This practice is an
example of a ________.
A) pollution prevention practice
B) green marketing practice
C) beyond greening practice
D) cradle-to-cradle practice
E) new environmental technology
Generally, the consumer’s purchase decision will be to buy the most preferred brand,
but two factors can come between the purchase intention and the purchase decision.
Which of the following is one of these factors?
A) economic risks
B) attitudes of others
C) cognitive dissonance
D) alternative evaluation
E) buyer’s remorse
A segment is less attractive if it ________.
A) is difficult for new entrants to enter
B) is substantial
C) is actionable
D) already contains many strong and aggressive competitors
E) contains weak suppliers
According to the model of buyer behavior, which of the following is one of the two
primary parts of a “buyer’s black box”?
A) technological stimuli
B) buyer’s decision process
C) buyer’s spending habits
D) social stimuli
E) promotion stimuli
The ________ concept is aligned with the philosophy of continuous product
improvement and the belief that customers will choose products that offer the most in
quality, performance, and innovative features.
A) product
B) production
C) societal marketing
D) marketing
E) selling
Marketing control involves four steps including all the following EXCEPT ________.
A) setting specific marketing goals
B) measuring the marketing plan’s performance in the marketplace
C) evaluating the causes of any differences between expected and actual performance
D) increasing the staffing in the planning department
E) taking corrective action to close the gaps between goals and performance
Proton Corp. is an automobile manufacturer known for producing efficient, durable, and
low-priced cars. Recently, the company launched a new range of luxury cars to broaden
its market appeal and to add prestige to its existing line of cars. This is an example of
________.
A) social marketing
B) product line filling
C) product line stretching
D) internal marketing
E) cannibalization
Which of the following is NOT an element of the marketing mix?
A) place
B) purchase
C) product
D) price
E) promotion
Cathy’s Clothes is a small yet successful retail chain that sells women’s clothing and
accessories with a focus on buyers who have relatively modest means. For this specific
purpose, the firm has rolled out several marketing initiatives aimed at women of a
specific demographic. This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
Upon determining who will want the product, retailers must determine in more detail
how to ________ in those markets.
A) differentiate and position themselves
B) market themselves
C) entice customers to them
D) offer the correct products
E) properly price the product offerings
Cost-plus pricing ________.
A) is a complex pricing method
B) involves pricing that accurately reflects production costs
C) involves adding a standard markup for profit
D) aims at breaking even on the costs of making and marketing a product
E) is a value-based pricing method
Problems with internal databases include all of the following EXCEPT that ________.
A) data ages quickly
B) the data is in the wrong form for making marketing decisions
C) managing and mining mountains of information requires sophisticated equipment
D) keeping a database current requires major effort
E) information can be accessed more cheaply
Which of the following stages in the new product development would a firm engage in
immediately after the completion of concept testing?
A) idea screening
B) marketing strategy development
C) business analysis
D) product development
E) idea generation
Which of the following is a portfolio-planning tool for identifying company growth
opportunities through market penetration, market development, product development,
or diversification?
A) BCG matrix
B) analysis of variance
C) product/market expansion grid
D) Harris matrix
E) SWOT analysis
________ weakens a given promotion’s ability to trigger an immediate purchase.
A) A customer-oriented promotion mix
B) Promotion clutter
C) Puffery
D) Local marketing
E) Niche marketing
Facebook, Snapchat and LinkedIn are all examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens
Today’s large, progressive wholesalers have successfully reacted to rising costs by
________.
A) relocating to low-rent, low-tax areas
B) investing in information technology systems
C) investing less money in expensive machinery
D) reducing their markup rates
E) reducing promotional activities
Which of the following is NOT a method of gathering good marketing intelligence?
A) sending out teams of trained observers to mingle with customers
B) interviewing competitors’ employees to learn as much “inside information” as
possible
C) setting up digital centers that monitor brand-related online consumer and
marketplace activity
D) purchasing merchandise from competing sites to analyze and compare their
assortment, speed, and service quality
E) searching specific competitor names, events, or trends to see what comes up
With which of the following strategies would a company give only a limited number of
dealers the right to distribute its products in their territories?
A) exclusive distribution
B) extensive distribution
C) moderate distribution
D) primary distribution
E) intensive distribution