Social media marketing allows customers to promote the firm’s messages themselves.
a. True
b. False
The most common reasons cited by marketers for going global include new customers
in emerging markets and reduced trade barriers.
a. True
b. False
_____ cost is the change in total cost that results from producing an additional unit of
output.
a. Variable
b. Fixed
c. Additional
d. Marginal
As the hiring manager for a firm that relies heavily on social media marketing, you are
always looking for new talent. Now you need someone who will manage external
engagement with customers on Facebook, Twitter, and blogs. What job title should you
advertise?
a. Social media analytics specialist
b. Online community manager
c. Influencer relations manager
d. Social media marketing manager
e. Brand manager
Creative selling can generate buzz for a product.
a. True
b. False
A product offered to consumers at less than cost to attract them to stores in the hope that
they will buy other merchandise at regular prices is called a(n) _____.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
Which of the following actions is most likely to be taken by a company in order to
implement the value pricing objective?
a. Distributing free samples of the product to create awareness about the product among
the consumers
b. Convincing consumers that the quality of their lower-priced product is the same as
that of a comparatively higher-priced product sold by a competitor
c. Convincing consumers of the prestige associated with the product
d. Distributing free gifts along with the product during its introductory stage
Undifferentiated marketing is also called _____.
a. societal marketing
b. micro marketing
c. concentrated marketing
d. mass marketing
Which of the following statements represents a key consideration in internal marketing?
a. It focuses primarily on customers who also work for the firm.
b. Employee satisfaction is critical.
c. Customer knowledge and involvement are important goals.
d. Internal customer satisfaction is not related to customer satisfaction.
e. Retaining employees in not a focus.
Tandy Corporation has its own distribution network that transports its products to its
own retail stores. This is an example of a corporate marketing system.
a. True
b. False
As compared to business-to-business marketing, consumer marketing puts greater
emphasis on advertising.
a. True
b. False
A(n) _____ is a brand for which the owner claims exclusive legal protection.
a. trade dress
b. brand preference
c. brand insistence
d. generic product
e. family brand
f. brand equity
g. product diversification
h. trademark
i. brand extension
j. consumer innovator
k. brand name
l. private brand
m. brand manager
n. universal product code (UPC)
o. cannibalization
p. product liability
q. captive brand
r. brand mark
s. line extension
t. label
Ed is a summer intern at a firm that researches how consumers react to advertising
messages. To increase his knowledge, Ed prepares a report on the different methods
used in such research. Which of the following topics does he include?
a. Posttesting
b. Pretesting
c. Unaided recall tests
d. Inquiry tests
e. Nielsen rating points
Firms can receive trademark protection only for the brand name and brand mark and
not for the product features or packaging elements.
a. True
b. False
The term _____ is used to describe a hightech scam that uses authenticlooking email or
popup messages to get unsuspecting victims to reveal personal information.
a. etailing
b. phishing
c. data harvesting
d. shoulder surfing
_____ is a cooperative arrangement in which two or more businesses team up to closely
link their names on a single product.
a. Lateral partnership
b. Cobranding
c. Comarketing
d. Symbiotic marketing
The price a consumer or marketing intermediary actually pays for a product after
subtracting any discounts, allowances, or rebates from the list price is called _____
price.
a. retail
b. market
c. functional
d. sticker
If Product A is used primarily to manufacture Product B, then the demand for product A
is said to be “derived” from the demand for Product B.
a. True
b. False
The combination of the retailing mix – merchandise strategy, customer service
standards, pricing guidelines, target market analysis, promotion goals,
location/distribution decisions and store atmosphere create a retailer’s ________.
a. image
b. brand
c. competitive position
d. differential advantage
Companies are prohibited from charging a transfer price when moving goods between
profit centers.
a. True
b. False
Buyers and sellers often set purchase terms using negotiated contracts when:
a. only one supplier offers the desired product.
b. there are multiple interested parties.
c. research and development work is not necessary.
d. purchases exceed $5,000.
Offering a printer along with a personal computer at a single price is an example of
_____.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
In the context of the levels of relationship marketing, which of the following is an
example of a level 1 relationship marketing program?
a. An electronics firm setting up a worldwide technical support system to assist
customers.
b. A cheese shop organizing a cooking contest for customers.
c. An automobile company offering a club membership to owners of high-end cars.
d. An airline offering special discounts to its customers for early bookings.
Nivea works for Bonbon, a fair–trade chocolate company based in California. In
addition to being recognized for the delicious, low fat treats the company manufactures,
Bonbon is also known for fair labor practices at its factories. When interviewed, 83% of
the company’s loyal customers said when they couldn’t find Bonbon products for
purchase in local stores, they ordered them online rather than buy substitute products.
Which type of brand loyalty is illustrated here?
a. brand insistence
b. brand preference
c. brand recognition
d. brand name
e. brand competition
A promotional outlay for a family brand benefits all items in the line.
a. True
b. False
An assumption behind the task-objective approach is that marketers can measure the
productivity of each promotional dollar.
a. True
b. False
Shopping products are:
a. products that consumers purchase after comparing competing offers.
b. products with unique characteristics that cause buyers to prize those brands.
c. products bought in response to unexpected and urgent needs.
d. products purchased on the spur of the moment.
A product line is a series of related products offered by one company.
a. True
b. False
_________ make up the majority of online shoppers.
a. Businesses
b. Teenagers
c. Men
d. Retired Baby Boomers
e. Women
Brands with high equity often command comparatively large market shares.
a. True
b. False
Over the years, you have been involved in a number of social media marketing (SMM)
campaigns. You have come to believe the number of times an individual is exposed to
the marketing material during the campaign is the most significant determinant of its
success. Given this belief, you should
a. emphasize cost when developing social media marketing initiatives.
b. emphasize frequency when developing social media marketing initiatives.
c. emphasize target market size when developing social media marketing initiatives.
d. emphasize reach when developing social media marketing initiatives.
e. emphasize privacy when developing social media marketing initiatives.
Discuss the four components of self-concept and explain how marketers can utilize this
information.
How do family brands differ from individual brands?
What are perceptual screens? Explain the different marketing strategies that companies
can use to break through these screens.
Discuss the various ways in which database marketing can help a company to build
relationships with the customers.
Describe the four basic strategies for reaching target markets.
What is leader pricing? What type of retailers use this strategy?
Discuss pricing strategy in the marketing mix and its relevance in the changing
economy.
Discuss the four major types of pricing policies, as well as flexible alternatives.
Facebook is a popular social media application for individuals and businesses. Business
users who manage a page have a variety of tools to measure the effectiveness of their
posts. For example, at the click of a button, Facebook will display the number of people
exposed to the post, the number who reacted to the post (e.g. liked), and the number
who shared the post. Facebook is providing _______ which help marketers track,
measure and interpret data related to social media marketing initiatives.
Why is marketing perceived as a significant activity by most service firms?
Describe the strategic business unit concept.
Define retail advertising. Discuss how cooperative advertising benefits the parties
involved in it?
What is the role of the Federal Trade Commission (FTC) in the regulation of marketing
activities?
Briefly explain how firms develop strategies for a social media marketing plan.
Describe the structure and dynamics of Porter’s Five Forces model. How has the
Internet affected the operation of this model?
Differentiate between online forums and blogging sites.
