A researcher investigating the amount of food waste in the typical four-person family
plans to sift through the garbage of a small sample of representative families. This
method is an example of an unobtrusive survey.
The Clorox Company marketed a new product called Clorox Oxygen Action
multipurpose stain reliever. This is an example of a brand extension.
In Thailand and Turkey, most people subordinate their personal goals to those of a
stable community. These countries are examples of collectivist cultures.
Price segmentation is the practice of charging different prices to different market
segments for the same product.
Rooms-To-Go furniture retailers perform a channel intermediary facilitating function by
providing financing for customers’ purchases.
On the BCG growth-market share matrix, question marks are also referred to as
problem children.
Marketers for Ranch Life, a Connecticut family resort that offers horseback riding and a
waterpark, want to determine what percentage of people who visit the resort’s webpage
actually sign up to receive emails about promotions and special programs at the resort.
To do this, Ranch Life marketers will need to calculate the conversion rate.
Banners are online ads that pop up between changes on a Web site.
The objective-and-task method of setting a promotion budget is the most logical
method because it forces management to articulate assumptions about the relationship
between dollars spent and promotion results.
Variable costs for producing textbooks include the price of paper.
Happy customers are more likely to tell their friends about their pleasant customer
experiences than unhappy customers are to tell their friends about their unpleasant
customer experiences.
Marketers of subscription boxes provide the distribution channel function of creating
assortments.
As a result of the federal government’s Do Not Call Registry, telemarketing is now
rarely used.
Strategic planning is also referred to as functional planning.
A causal research design tracks the responses of the same sample of respondents over
time.
Data are raw, unorganized facts.
By definition, personal selling takes place in person.
A syndicated research report is an example of a secondary data source.
It is more difficult to determine the ROI on traditional media efforts such as TV
commercials than the ROI on digital media efforts such as banner ads.
In the communication model, the message is the actual communication that bounces
back from the receiver to the sender.
Rather than focusing on improving cost efficiencies, a CRM program helps marketers
focus on the effectiveness of each interaction with a customer.
When an insurance company tailors its promotional messages to show how its products
protect people from being devastated by a natural disaster or an accident, the company
is appealing to a higher level need on Maslow’s hierarchy of needs.
Captive pricing is illegal.
Limited-service wholesalers do not take title to the merchandise they handle.
The term “marketing” is synonymous with the term “advertising.”
Crisis management is typically a public relations function.
In 2001, IBM had hundreds of “Peace Love Linux” logos painted on sidewalks to
publicize the company’s adoption of the Linux operating system. This is an example of
buzz marketing.
Demographic changes have motivated marketers to make changes in the retailing
industry.
For marketers today, gathering data is a bigger challenge than deciding how to use the
data that are collected.
The state of Missouri is a product that can be promoted as a great place to locate a new
business.
A belief that your family is more important than your job is an example of a cultural
value.
Using a CRM approach, customers are prioritized and communication is customized
accordingly.
Mall intercept studies are a commonly used type of face-to-face interview.
________ is the most expensive form of marketing communication.
A) Direct marketing
B) Advertising
C) Mass marketing
D) Personal selling
E) Public relations
Which of the following is true of perceptual maps?
A) They are only used during the new product development process.
B) They are the most effective method for predicting product success.
C) They identify consumer shopping preferences in terms of retail and nonretail
locations.
D) They are not useful in business-to-business marketing.
E) They cannot be created without consumer research.
The process through which analysts sift through massive amounts of available data to
identify unique patterns of behavior among different customer groups is called
________.
A) structuring data
B) information overload
C) reality mining
D) data warehousing
E) data mining
A florist who decides to budget five percent of last year’s sales for promotional
activities is using which of the following budgeting techniques?
A) bottom-up
B) objective-task
C) competitive-parity
D) percentage-of-sales
E) push-pull
The difference between distribution centers and storage warehouses is that distribution
centers are designed to ________.
A) have greater capacity
B) store goods for longer periods
C) perform other functions, such as breaking bulk
D) primarily be owned by the manufacturer
E) be automated
A corporate VMS has the advantage of controlling the entire distribution chain under
________.
A) franchise licenses
B) single ownership
C) mass distribution
D) a limited number of intermediaries
E) contractual agreements
Numeric or categorical information is referred to as ________.
A) structured data
B) unstructured data
C) predictive data
D) optimized data
E) converted data
________ occurs when someone voluntarily offers payment to get an illegal advantage.
A) Nationalization
B) An economic sanction
C) Bribery
D) Expropriation
E) Extortion
As a result of the ________, Rick decided the candy priced at $2.50 per pound could
not be nearly as good as the candy priced at $9.50 per pound.
A) assimilation effect
B) contrast effect
C) fair price effect
D) reference effect
E) clouding effect
Kodak markets cameras, film, X-ray film and equipment, printers, printer accessories,
motion picture film, and touch screen sensors. Kodak is likely to have ________ who
coordinate the mix of the product lines.
A) brand managers
B) product category managers
C) venture teams
D) communication teams
E) market managers
Which of the following practices helps to protect consumers from spam?
A) puffery
B) permission marketing
C) pop-up blocking
D) authenticated streaming
E) embedded marketing
In which stage of the consumer’s adoption of a new product does the purchase actually
take place?
A) awareness
B) adoption
C) interest
D) tipping point
E) evaluation
The success of one company in one industry may depend on another company in a
different industry. This dependence creates ________.
A) inelastic demand
B) value-added demand
C) derived demand
D) inelasticity
E) elasticity
A firm that brings in outside companies to accomplish supply chain activities is using
________.
A) insourcing
B) outsourcing
C) level loading
D) intensive distribution
E) exclusive distribution
Which of the following is the first step a firm should take when deciding whether or not
to go global?
A) Develop marketing mix strategies for foreign markets.
B) Analyze whether it is in the firm’s best interest to focus on the domestic market or to
expand to international markets.
C) Identify the most attractive global markets for the firm’s products.
D) Select a market-entry strategy that fits the firm’s desired level of commitment.
E) Identify potential partners in international markets.
Which of the following is NOT true about warehouse clubs?
A) They are not full-service stores.
B) They often charge their customers with a modest annual membership fee.
C) They carry items in bulk.
D) They are a form of discount store.
E) They have not followed the pattern set forth by the wheel-of-retailing hypothesis.
________ refers to the total value of all the exports and imports of the world’s nations.
A) Countertrade
B) International marketing
C) Gross national product
D) Gross domestic product
E) World trade
Product adoption is the process by which a consumer or business customer begins to
buy and use a new good, service, or idea.
Customer satisfaction with a purchase is based on which of the following?
A) how the perceived risk of purchasing the product compares to the actual risk
B) how the actual performance of the product compares to customer expectation of
performance
C) how the product’s brand personality aligns with the customer’s personality
D) the service provided with the purchase
E) the total cost of the purchase
The General Agreement on Tariffs and Trades (GATT) ________.
A) is composed of 10 developed nations who make trade decisions for all other
countries
B) was created by the United States shortly after World War II
C) is an example of a regional economic community
D) led to the creation of the WTO
E) sets international import quotas
Which of the following is NOT a closing approach for a salesperson?
A) a last objection close
B) a bridge close
C) a standing-room-only close
D) a buy-now close
E) an assumptive close
Which of the following is the best example of a nondurable good?
A) a dishwasher
B) a book shelf
C) a freezer
D) a newspaper
E) a file cabinet
The marketing goal for a product in the growth stage of its product life cycle is to
________.
A) stabilize profit margins
B) encourage brand loyalty
C) reach peak sales levels
D) compete on the basis of price
E) maintain market share
Which of the following types of retailers obtain surplus merchandise from
manufacturers and offer brand-name, fashion-oriented goods at low prices?
A) specialty stores
B) warehouse clubs
C) off-price retailers
D) department stores
E) hypermarkets
Recently a company brought a miniature version of its cereal bars to market. The
nugget-sized product was very successful because it was not messy. Another company
then introduced a similar product under its own brand. Mini-cereal bars are most likely
in the ________ stage of their product life cycle.
A) introduction
B) youth
C) growth
D) brand dilution
E) extension
A data scientist is also known as a(n) ________.
A) intelligent agent
B) search engine optimizer
C) data broker
D) business intelligence developer
E) reality miner
A survey about pet ownership used a sample derived from people who visit a website
and register. This sample would lack ________ because not everyone has Internet
access.
A) flexibility
B) validity
C) responsiveness
D) reliability
E) representativeness
Through the data mining application of ________, marketers identify big-spending
customers and target them for special offers that other customers won’t receive.
A) customer retention
B) customer acquisition
C) customer abandonment
D) competitive intelligence
E) market basket analysis
The ________ for a guest paying for a night’s stay at a hotel would include express
checkout and superb room service.
A) actual product
B) value network
C) augmented product
D) potential product
E) core product
Which of the following is NOT a form of direct marketing?
A) mass marketing
B) catalogs
C) direct mail
D) telemarketing
E) m-commerce
Which of the following research techniques has the advantage of rapid back-and-forth
communication between a company and group of consumers, allowing for real-time
data collection over a period of time?
A) ethnography
B) traditional focus group
C) market research online community
D) longitudinal research
E) cross-sectional research
Which of the following is true of the U.S. Census Bureau data?
A) It can be used to identify heavy users of specific products.
B) It includes information about the use of over 8,000 brands.
C) The full data collection process occurs only every 10 years.
D) The data is only available to paying subscribers.
E) It can be used to search for information from major media outlets.
Which of the following is a service that lets users post short text messages to followers
who subscribe to their microblog?
A) Second Life
B) LinkedIn
C) Facebook
D) Twitter
E) Yelp
The ________ is the most fundamental part of the marketing mix.
A) product
B) distribution
C) price
D) production
E) profit
In most cases, which of the following is true about a least developed country (LDC)?
A) It has an economy based on agriculture.
B) It is landlocked.
C) It has a viable middle class.
D) It has high literacy levels.
E) It has an advanced economic infrastructure.
What category of consumer adopters would purchase a product when the product is no
longer considered to be risky? Explain your answer.
Why might a company with a small advertising budget turn to guerilla marketing?
Explain the difference between the practices of forward buying and diverting.
What is the difference between a click-through rate and a conversion rate? Explain why
marketers may want to use both metrics.
A retail salesperson at a department store cosmetics counter gets five dollars every time
he sells a bottle of a certain brand of cologne. Explain the type of trade promotion that
is being used in this instance.
Briefly explain how the value chain is related to competitive advantage.
The BCG matrix is a useful approach to evaluate current businesses. Describe a tool
that you could use at a firm to decide how to make growth happen.
Discuss the concept of escalating levels of commitment to a brand. How do consumers
progress in loyalty to a brand?
Describe the four steps of one-to-one marketing.
Why would almost all Americans be considered participants in the global marketplace?
Compare and contrast partner relationship management (PRM) and customer
relationship management (CRM).
What types of products are selectively distributed?
Describe what a demand curve is and explain how it helps marketers make decisions.
Eastman Kodak accused Japanese rival Fujifilm of selling color photographic paper in
the United States for as little as a quarter of what it charges in Japan. What unethical
and often illegal practice was Kodak accusing Fujifilm of implementing? Explain your
answer.
Why would a manufacturer want to prevent its products from being sold in the grey
market?
