An illustration, a headline, and a copy are the three ________ elements of an
advertisement.
A) tone
B) mood
C) format
D) reach
E) frequency
How can public relations have a strong impact at a much lower cost than advertising?
A) The firm can pay for content to be spread.
B) Interested consumers can create the content on their own and spread it.
C) Interesting brand stories, events, videos, or other content can be shared by sources
out of the company’s control, but to its benefit.
D) Advertising agencies can minimize the impact of competitors’ news.
E) Advertising costs have changed dramatically due to changing technologies.
Which of the following states the product’s membership in a category and then shows
its point of difference from other members of the category?
A) a mission statement
B) a vision statement
C) a general need description
D) a positioning statement
E) an order-routine specification
Mission statements should be ________.
A) meaningful and specific yet motivating
B) technology oriented
C) written solely for public relations purposes
D) focused on increasing sales or profits
E) strictly product oriented
Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions
about the firm’s new sports shoe line. A team of researchers in the company invited
eight regular customers to talk about the new line of shoes, asking why they chose to
buy the shoe and what they disliked most about its design. A moderator was present to
monitor the discussion. Which of the following types of contact methods is Redrunners
using?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
When the advertising objective is to build primary demand for a new product category,
________ advertising will most likely be used.
A) persuasive
B) informative
C) comparative
D) patronage
E) institutional
Kirk’s Comic Store has its own mobile app that users can download for free. The app
lets users know about special events, discounts, and merchandise currently available in
the store. Which of the following forms of marketing is exemplified from this scenario?
A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) mobile marketing
E) direct-mail marketing
Service ________ means that services cannot be seen, tasted, felt, heard, or smelled
before they are bought.
A) inseparability
B) variability
C) intangibility
D) perishability
E) heterogeneity
In a straight rebuy, ________.
A) the “in” suppliers try to maintain product and service quality to keep the business
B) the “in” suppliers feel pressured to protect an account
C) the “out” suppliers view the situation as an opportunity to gain new business
D) a company buys a product or a service for the first time
E) buyers are keen on revising product specifications
Which of the following is the practice of inviting broad communities of customers,
employees, independent researchers, and members of the public into the new product
innovation process?
A) brainstorming
B) idea screening
C) crowdsourcing
D) outsourcing
E) concept testing
What is the primary advantage of printed catalogs?
A) filtering out interested prospects
B) offering immediate rebates and coupons
C) building emotional connections with customers
D) offering unlimited space for merchandise details
E) reaching consumers in a quick and inexpensive manner
________ may help shape product specifications, but their major role is to select
vendors and to negotiate.
A) Gatekeepers
B) Deciders
C) Buyers
D) Influencers
E) Users
Strategies that strongly position a company against competitors and that give the
company the best possible strategic advantage are ________ strategies.
A) competitor analysis
B) customer relationship
C) competitive marketing
D) competitive relationship
E) customer identification
Risks of global trade include all of the following EXCEPT ________.
A) high trade barriers
B) corruption
C) restrictive government policies
D) unstable currencies
E) increased opportunities for growth
In the ________ stage of the selling process, a company first identifies qualified
potential customers.
A) preapproach
B) follow-up
C) prospecting
D) presentation
E) approach
As production workers become better organized and more familiar with equipment, the
average cost per unit tends to decrease with the ________.
A) increase in the diseconomies of scale
B) accumulated production experience
C) decrease in the economies of scale
D) increase in derived demand
E) increase in primary demand
Which of the following has lost population in the past two decades?
A) California
B) Florida
C) the Western states
D) the Northeast states
E) the Southern states
The new felt-tip pens, multiple-cartridge pens, and quills offered by Ruben Delgado are
examples of ________.
A) product line filling
B) multibranding
C) megabranding
D) product line inconsistencies
E) co-branding
Skyrim Corp. lacks the capital and capacity to launch its new helicopter for full national
and international distribution. If the test market results look promising, what should be
management’s next step?
A) retest the product in additional markets
B) develop a planned market rollout over time
C) liquidate its assets to gain capital and capacity
D) seek the help of a nationally known consultant
E) develop a prototype
Which of the following is NOT true of public policies and pricing?
A) Companies are free to charge whatever prices they wish.
B) Federal, state, and local laws govern the rules of fair play in pricing.
C) Deceptive pricing is not permitted.
D) Companies must consider broader societal pricing concerns.
E) Regulations exist to control predatory pricing.
Whizz Corp. wishes to introduce a new hybrid car into mature markets in developed
countries with the goal of gaining mass-market share quickly. Which of the following
pricing strategies would help the firm meet its goal?
A) market-skimming pricing
B) market-penetration pricing
C) market-segmentation pricing
D) cost-plus pricing
E) captive-product pricing
Randy keeps getting unwanted and annoying e-mails from several marketing firms
unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of
the following best describes these e-mails?
A) malware
B) adware
C) Trojan
D) firewall
E) spam
Total government spending is determined by ________.
A) legal treatises
B) marketing efforts
C) elected officials
D) court rulings
E) technology needs
Which of the following is true with regard to price?
A) Historically, price has had the least perceptible impact on buyer choice.
B) Price is the least flexible element in the marketing mix.
C) Unlike product features and channel commitments, prices cannot be changed
quickly.
D) Price is the sum of all the values that customers give up to gain the benefits of
having a product.
E) Prices only have an indirect impact on a firm’s bottom line.
Sam has been directed to study the demographic, economic, political, and cultural
forces that affect an organization. In this instance, Sam has been directed to study the
________ of the organization.
A) macroenvironment
B) microenvironment
C) internal environment
D) marketing mix
E) marketing intermediaries
Following the change in consumer values and consumption patterns after the Great
Recession, marketers have changed their marketing strategies to emphasize the
________ of their products.
A) image
B) value
C) durability
D) safety
E) uniqueness
Which of the following generational groups is most likely to represent the present
owners of cottages surrounding Witmer Lake?
A) Baby Boomers
B) Echo Boomers
C) Gen Xers
D) Lost Generation
E) Millennials
________ are the first link between the seller and the final buyer. They move company
products from points of production to the borders of countries within which they are
sold.
A) Channels between nations
B) Channels within nations
C) Retail channels
D) Large-scale channels
E) Value chain channels
If a consumer’s drive is strong and a satisfying product is near at hand, the consumer is
likely to purchase the product at that time. If not, the consumer may store the need in
memory or undertake ________.
A) consumer ethnocentrism
B) buyer’s remorse
C) a need recognition
D) an information search
E) cognitive dissonance
P&G has sold off a number of lesser or declining brands such as Folgers coffee and
Cover Girl cosmetics. In these examples, management decided to ________ the
products.
A) modify
B) maintain
C) drop
D) harvest
E) franchise
Digital technology allows companies to reach out to customers in numerous ways.
Which of the following is NOT the purpose of a company reaching out using digital and
social media?
A) solving consumer problems
B) building customer relationships
C) helping customers shop
D) providing product information
E) working with suppliers
Stephanie and John wanted to purchase a high-end sports car. They viewed a
commercial for a particular sports car that highlighted the cost, design, and power of the
car. After viewing the ad, Stephanie felt that the car’s price was acceptable, considering
the superior and unique design. John thought that the car was expensive owing to the
high power engine installed in it. They used the information in different ways, focusing
on issues that each considered important. Which of the following concepts does this
scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance