Which of the following is most likely a fixed cost?
A) sales representative commissions
B) product distribution costs
C) manufacturing input costs
D) temporary worker salaries
E) facility rental payments
Failure to enter the current price into a retailer’s system may result in charges of
________.
A) predatory pricing
B) scanner fraud
C) retail maintenance pricing
D) discriminatory pricing
E) price fixing
________ distribution is a strategy in which producers of convenience products and
common raw materials stock their products in as many outlets as possible.
A) Direct
B) Intensive
C) Inclusive
D) Exclusive
E) Selective
In the context of behavioral segmentation, markets segmented by ________ can be
categorized into light, medium, and heavy product users.
A) benefits sought
B) loyalty status
C) usage rate
D) user status
E) occasion
A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) cognition
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
________ refers to a practice in which salespeople drop in unannounced on various
offices.
A) Hybrid selling
B) Niche marketing
C) Cold calling
D) Value selling
E) Direct marketing
Benchmarking has become a powerful tool for increasing a company’s ________.
A) product mix
B) mass appeal
C) employee training services
D) distribution channels
E) competitiveness
Which of the following acts requires that Web site operators obtain parental consent
before collecting personal information about children under the age of 13?
A) Safe Children’s Act of 2001
B) Children’s Online Privacy Protection Act
C) Children’s Online Protection Act
D) Adam Walsh Child Protection and Safety Act
E) Children’s Act for Responsible Employment
Which of the following is an advantage of a well-designed and targeted telemarketing
plan?
A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks
Identify three ways that companies can collect secondary data.
What is the core customer value a customer might purchase when buying Urban Decay
cosmetics?
A) variety of collections
B) unique packaging
C) unusual colors
D) sense of adventure
E) long-lasting makeup
When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how
the product cleans grime from walls without removing paint. What type of campaign
was most likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising
Which of the following is an external source for ideas?
A) project managers
B) engineers
C) salespeople
D) manufacturing staff
E) suppliers
Which of the following is true about using air carriers as a transportation mode when
shipping products?
A) Air carriers are the most cost-effective way to ship non-perishable goods over short
distances.
B) Air carriers are the slowest and least reliable modes of transport.
C) Air carriers provide in-transit services such as the processing of goods en route.
D) Air carriers are ideal when time is short and speed is needed.
E) Air carriers are a specialized means of shipping chemicals from sources to markets.
Stores such as Walmart, Best Buy, PetSmart, David’s Bridal, and DSW Shoes use
________ positioning.
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
Which of the following characterizes emerging economies?
A) Industrialization typically creates a new rich class and a growing middle class, both
demanding new types of imported goods.
B) They trade goods among themselves and also export them to other types of
economies for raw materials and semifinished goods.
C) Most African countries fall into this category.
D) They consume most of their output and barter the rest for simple goods and services.
E) These countries are the best markets for large equipment, tools and supplies, and
trucks.
Which of the following promotion categories is most likely to use the promotion tools
of press releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct and digital marketing
C) advertising
D) public relations
E) horizontal diversification
Henry Ford’s philosophy was to perfect the Model T so that its cost could be reduced
further for increased consumer affordability. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
A regional supermarket chain runs print, radio, and television advertisements
announcing that 1 percent of its sales is donated to local after-school programs for
underprivileged youth. This is an example of ________.
A) cause-related marketing
B) generational marketing
C) sustainable marketing
D) market segmentation
E) product differentiation
Which of the following exemplifies a service?
A) candy
B) laptop
C) hair salon
D) car
E) laundry detergent
List two benefits of using secondary data.
Immediately after deciding which markets to enter, the company should determine
________.
A) the most suitable global communication program
B) how to price its products in different markets
C) the global marketing organization
D) the global marketing program
E) how to enter the market
________ segmentation divides buyers into segments based on their knowledge,
attitudes, uses, or responses concerning a product.
A) Behavioral
B) Psychographic
C) Age and life cycle
D) Gender
E) Geographic
Under oligopolistic competition ________.
A) the market consists of a single dominant seller
B) the market consists of numerous small sellers
C) the market consists of many buyers and sellers who trade over a range of prices
rather than a single market price
D) sellers are typically unresponsive to competitors’ pricing strategies and marketing
moves
E) the market consists of only a few large sellers
The buyer decision process consists of five stages. Which of the following is NOT one
of these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior
Marketing is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through ________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
Most competitors in the music download industry see Apple’s iTunes Music Store as a
________ because it created a closed system with mass appeal.
A) good competitor
B) marginal competitor
C) weak competitor
D) bad competitor
E) distant competitor
Prospects can be qualified by looking at all of the following characteristics EXCEPT
________.
A) occupational mobility
B) financial ability
C) volume of business
D) location
E) possibilities for growth
Runners can compare performances, set up profiles, meet new people, and share
information on Nike’s Nike+ Web site. Nike+ is an example of a(n) ________.
A) podcast
B) blog
C) online community
D) content sponsorship program
E) kiosk
The primary key to delivering customer satisfaction is to match product performance
with ________.
A) the performance of competitive products
B) competitive prices
C) aggressive advertising
D) limited customer services
E) customer expectations
What type of pricing is being used when a company temporarily prices its product
below the list price or even below cost to create buying excitement and urgency?
A) segmented pricing
B) international pricing
C) reference pricing
D) promotional pricing
E) basing-point pricing
Which consumer promotion tool requires the consumer to provide a proof of purchase
to the manufacturer?
A) price packs
B) coupons
C) samples
D) rebates
E) displays
According to the five-step model of the marketing process, which of the following is
the final step in creating value for customers?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
A firm should compete with ________ competitors in order to sharpen its abilities.
Succeeding against these competitors often provides greater returns.
A) strong
B) international
C) weak
D) distant
E) smaller