Product placement in television programs and movies is an example of ________.
A) branded entertainment
B) advertainment
C) direct marketing
D) buzz marketing
E) sales promotion
Tristan and Juliet, a newly married couple who intend to go to Egypt for their
honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they
have never seen Europe or used the services of Jizo before, they were largely dependent
on other customers’ feedback and signals for service quality. Which of the following
characteristics of service is highlighted in this instance?
A) service intangibility
B) service inseparability
C) service variability
D) service perishability
E) service distinction
________ occurs when a company introduces additional items in a given product
category under the same brand name, such as new flavors, forms, colors, ingredients, or
package sizes.
A) Line extension
B) Megabranding
C) Interactive marketing
D) Internal marketing
E) Co-branding
Which of the following terms best describes the channels through which two or more
people communicate directly with each other, including face-to-face, mail, e-mail,
texting, or an Internet chat?
A) shared communication channel
B) earned communication channel
C) personal communication channel
D) nonverbal communication channel
E) owned communication channel
A hybrid sales rep ________.
A) works exclusively from remote locations
B) is a modern cross between a field sales rep and an inside rep
C) rarely engages in face-to-face interactions with customers
D) performs sales audits
E) sets the sales objectives of companies
Which of the following consumer buying behaviors is related to conditions of
low-consumer involvement and little significant brand difference?
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer capitalism
Companies that adopt value-added pricing ________.
A) consider value-added features as a fitting substitute for aggressive cost cutting
B) set incredibly low prices to meet competition
C) attach value-added features and services to differentiate their offers and support their
higher prices
D) overprice their products without any apparent justification
E) underprice their products and lower quality to boost demand in the short-run
________ involves sending an offer, announcement, reminder, or other item to a person
at a particular address.
A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing
Refer to the scenario below to answer the following question(s).
Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It
has contracts with several large farms in Riverdale, 80 miles away from the factory, that
agree to sell their produce to Giant Beanstalks. The company’s products are available to
the public only through Greenleaf, a grocery chain with 38 stores in the country.
Which of the following modes of transport should Roland choose to transport the
unprocessed vegetables from Riverdale’s farms to the Giant Beanstalks’ factory quickly
and with minimum cost?
A) air carrier
B) pipeline
C) truck
D) oil tanks
E) air tunnels
Sears, Target, and Kroger are examples of ________.
A) voluntary chains
B) retailer cooperatives
C) corporate chains
D) franchise organizations
E) warehouse clubs
Which of the following statements is true of the approaches to marketing strategy?
A) Intrepreneurial marketing applies to companies that sometimes lose their marketing
creativity and passion that they had at the start.
B) As small companies achieve success, they inevitably move away from
more-formulated marketing.
C) Within a company, a single strategy exclusively applies to all different businesses
and products.
D) Formulated marketing seldom involves developing formal marketing strategies and
adhering to them closely.
E) Formulated marketing encourages more marketing initiative and “intrepreneurship”
at the local level.
________ refers to freedom from defects and consistency in delivering a targeted level
of performance.
A) Performance quality
B) Product style
C) Branding
D) Conformance quality
E) Product design
A ________ creates a long-term relationship in which the supplier promises to resupply
the buyer as needed at agreed prices for a set time period.
A) blanket contract
B) request for proposal
C) supplier proposal
D) change order
E) noncompete clause
________ buy mostly from producers and sell to retailers and industrial consumers.
A) Warehouse clubs
B) Factory outlets
C) Wholesalers
D) Discount stores
E) Megaretailers
The fact that people are dropping out of organized religion doesn’t mean that they are
abandoning their faith. Some futurists have noted a renewed interest in ________,
perhaps as a part of a broader search for a new inner purpose.
A) interacting with nature
B) the fine arts
C) charitable giving
D) spirituality
E) materialism
Product planners need to consider products and services on three levels. At the third
level, product planners must build ________.
A) an actual product
B) an augmented product
C) core customer value
D) a brand personality
E) a basic product
Price & Malone Corp., a company based in Houston, caters to a market of individuals
and households that buy goods and services for personal consumption. Price & Malone
caters to a ________ market.
A) business
B) reseller
C) government
D) consumer
E) wholesale
Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products
returned by consumers or resellers is known as ________.
A) cross merchandising
B) reverse logistics
C) disintermediation
D) diverse logistics
E) inbound logistics
Which of the following best describes the role of a product steward?
A) to protect employees and laborers from harm
B) to evaluate new product ideas against a set of general criteria
C) to develop a new product concept into a physical product
D) to protect consumers from harm and the company from liability
E) to decide whether to maintain, harvest, or drop the product in the decline stage of the
PLC
Sales force management includes all of the following EXCEPT ________ salespeople.
A) recruiting
B) evaluating
C) paying
D) supervising
E) training
Which of the following is a selling decision that may be called into question under the
law?
A) predatory pricing
B) product warranty
C) bait-and-switch advertising
D) promotional allowances and services
E) disclosure of customer rights
The challenge posed by a(n) ________ product is to add some pleasing qualities so that
they will become more desirable in consumers’ minds.
A) deficient
B) pleasing
C) desirable
D) innovative
E) salutary
Critics have accused some producers of practicing ________ by using materials and
components that will break, wear, rust, or rot sooner than they should.
A) high-pressure selling
B) short-term planning
C) planned obsolescence
D) nonfunctional warranty
E) deceptive promotion
The ________ of the product mix refers to how closely related the various product lines
are in end use, production requirements, distribution channels, or some other way.
A) length
B) depth
C) consistency
D) width
E) height
What is the most important consumer buying organization in society?
A) family
B) social class
C) membership group
D) subculture
E) reference group
Which of the following is most likely a disadvantage of viral marketing?
A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very inexpensive.
C) Marketers have great control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the
targeted market.
E) Viral marketing messages are blocked by most search engines.
Excel Enterprises uses a Web site, online social networks, and print advertisements to
promote its products. Since Excel Enterprises practices integrated marketing
communications, all these different brand contacts maintain ________ in design and
tone.
A) variety
B) simplicity
C) creativity
D) consistency
E) flexibility
Marbles Inc. has placed vending machines in most of its retail stores in Florida.
Consumers can order a pack of marbles by just selecting their requirements on the
touch screen. Which term best describes such machines?
A) POP
B) kiosk
C) virtual catalog
D) interactive television
E) automated teller machine
The key businesses of Kimberley and Price consist of a division that produces and sells
breakfast cereals and another that manufactures gardening tools. Each of these
businesses is called a ________.
A) market segment
B) strategic business unit
C) question mark
D) prospect
E) product portfolio
________ have formal authority to select the supplier and arrange the terms of
purchase.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
How does online marketing provide flexibility for sellers?
What is a pure monopoly?
Explain how a company benefits from monitoring the blogosphere.
Why is the technological environment such a dramatic force in today’s market?
Who are the major players in a company’s microenvironment? Explain the role that
each actor plays.
What types of products would be successful with standardized global marketing?
Explain how and why marketers go beyond selling a product or service to create brand
experiences.
Explain the goal of viral marketing.
What are the major characteristics of government markets?
Discuss the differences between the three major sales force structures. What are the
potential benefits of each structure?
Describe some important strategies for a marketer of a high-involvement product.
How does direct marketing give buyers access to more comparative information about
companies, products, and competitors?
Why do some consumers resent marketing research?
Explain break-even pricing.
Explain why the aim of customer relationship management is to create not just
customer satisfaction, but also customer delight.
Describe the advantage of selecting multiple sources of supplies.
Discuss the functions and goals of a competitive intelligence system.
Name and describe the principal decisions companies make regarding their individual
products and services.
