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An ad in a professional journal targeted to an audience of dentists asked dentists to
recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists
could buy at cost to give to their patients to encourage patients to take better care of
their teeth. The manufacturer of Crest toothpaste was using ________.
A) viral marketing
B) stealth marketing
C) a push strategy
D) a pull strategy
E) public relations
When using ________, a consumer exerts little effort in making a purchase decision.
A) habitual decision making
B) extended problem solving
C) compensatory decision rules
D) cognitive dissonance
E) limited problem solving
Scrambler is a popular smartphone app that users can download and play for free. The
makers of Scrambler make the app profitable by selling information obtained about
users as they play the game. The firm that makes Scrambler is best described as a(n)
________.
A) search engine optimizer
B) web scraper
C) sentiment analyzer
D) intelligent agent
E) data broker
Companies are most likely to use data mining results identifying unprofitable customers
for ________.
A) customer retention
B) customer loyalty
C) customer acquisition
D) customer abandonment
E) market basket analysis
When a beverage maker came out with a new drink and priced it at half price for a
month to attract buyers, the company was using a(n) ________ strategy.
A) penetration pricing
B) skimming price
C) everyday low price
D) trial pricing
E) promo pricing
Which of the following is NOT a component of the updated communication model?
A) the "democratization" of brand messages
B) Internet-based platforms
C) one-way communication from organizations to consumers
D) user-generated content
E) users sharing content with other users
Which of the following are intermediaries that receive fees for facilitating transactions
in markets such as real estate, food, and used equipment in which there are a lot of
small buyers and sellers?
A) manufacturers' agents
B) selling agents
C) commission merchants
D) merchandise brokers
E) sale mediators
In ________, a master distributor recruits other people to become distributors. The
master distributor sells the company's products to the people she entices to join and
receives commissions on all the merchandise sold by the people she recruits.
A) multilevel marketing
B) integrated sales
C) disintermediated sales
D) hierarchical sales
E) party plan systems
U.S. sugar import quotas have existed for more than 50 years and preserve about half of
the U.S. sugar market for domestic producers. Why does the United States continue to
have these quotas?
A) to reduce competition for its domestic sugar industry
B) to increase the cost of sugar
C) to control the supply and demand for sugar
D) to support a mass market for sugar
E) to improve the promotion of sugar
Which of the following is the most accurate generalization of Millennials?
A) Many people in this segment seem determined to have stable families after growing
up as latchkey children.
B) Members of this generation are currently responsible for the majority of new start-up
businesses in the United States.
C) Members of this generation were born in the years immediately following the end of
World War II.
D) Members of this generation have more leisure time than members of other
generations do.
E) Members of this generation are more difficult to reach through television advertising
than members of older generations are.
A company that tries to modify its brand image to keep up with changing times is using
a ________ strategy.
A) concentrated
B) repositioning
C) competitive advantage
D) personality
E) perceptual
The ViVi brand is a line of designer clothing for pregnant businesswomen. If its owner
believes that professional women in other countries have a need for conservative
maternity wear, the owner of the small company would most likely hire a(n) ________
to locate and negotiate with buyers in other countries.
A) franchisee
B) franchisor
C) export merchant
D) strategic ally
E) joint venture partner
The ROMI of a campaign is an example of a(n) ________.
A) promotion
B) marketing metric
C) action plan
D) situation analysis
E) promotional strategy
Which of the following is the lowest level of needs on Maslow's hierarchy of needs?
A) social needs
B) ego needs
C) physiological needs
D) self-actualization needs
E) belongingness needs
At the sales presentation for EFTPS (a type of software for making the payment of all
federal taxes secure, easy, and fast), it would be most logical for which member of the
sales staff to demonstrate how payments can be set up 12 months in advance and how
easy it is to view payment history?
A) the order taker
B) the missionary salesperson
C) the technical specialist
D) the relationship manager
E) the reactive salesperson
According to an axiom in marketing, the more ________ the product, the more heavily
firms tend to rely on personal selling to promote it.
A) popular
B) available
C) intangible
D) impersonal
E) marketable
A new-task buy ________.
A) requires less time and effort than a modified rebuy
B) cannot be used if the buyer uses single sourcing
C) is characterized by uncertainty and high risk
D) is similar to routine decision making in the consumer market
E) begins with a SWOT analysis
Using a(n) ________ approach, a company uses a single strategy to reach all customers.
A) open-source
B) crowdsourcing
C) mass market
D) social networking
E) societal marketing
We are more likely to purchase ________ under conditions of high involvement and
________ under conditions of low involvement.
A) durable goods; nondurable goods
B) nondurable goods; durable goods
C) staples; impulse products
D) impulse products; staples
E) emergency products; unsought products
Capacity management is one of the ways to meet potential problems related to the
________ characteristic of services.
A) intangibility
B) perishability
C) variability
D) inseparability
E) responsiveness
In developing a new shoe, Reebok targeted the youth market. It used ________
segmentation to define its target market.
A) lifestyle
B) behavioral
C) socioeconomic
D) demographic
E) psychographic
A retailer that takes a loss on perishable items that do not sell before their expiration
date is an example of the ________ function provided by channel intermediaries.
A) diverting
B) marketing
C) breaking bulk
D) facilitating
E) risk-taking
IBM manager Celia Moore coordinates IBM's long-standing "Reinventing Education"
program that involves intensive research into how educational institutions can use the
fruits of new technologies to transform what they do. In the process, the program is
actually helping to shape a market of significant interest to IBM. "We see the program
very much as an investment, rather than handing out money," says Moore. The
existence of this program indicates that IBM has a(n) ________ orientation.
A) environmental
B) financial bottom line
C) selling
D) production
E) triple-bottom-line
Insurance, a television program, and a college education are all examples of ________.
A) tangible services
B) intangible services
C) tangible possessions
D) tangible goods
E) intangible goods
A(n) ________ is an internal corporate communication network that uses Internet
technology to link company departments, employees, and databases.
A) social network
B) market intelligence system
C) market research online community
D) intranet
E) marketing decision support system
A person's attitude has three components: ________.
A) affect, cognition, and behavior
B) psychological, physiological, and situational
C) situation, emotion, and environment
D) cognitive, operant, and situational
E) ritual, cultural, and referential
Which of the following is NOT a channel intermediary?
A) the supplier of the raw materials used to make glass windows
B) the distributor who sells stained glass windows
C) the wholesaler who buys the stained glass window from its creator
D) the showroom that displays glass windows for customers to see
E) the manufacturers' agent who sells the stained glass windows
All of the following are forms of utility created by marketing processes except
________.
A) form utility
B) place utility
C) time utility
D) possession utility
E) price utility
A company that compiles and uses large amounts of data to understand its customers is
likely to have a ________ to store and process its data.
A) distribution center
B) data warehouse
C) competitive intelligence center
D) custom research project
E) marketing research department
Using the strategy of ________, retailers convert shopping into an interactive activity
for customers in bricks and mortar locations.
A) destination retailing
B) beaconing
C) sweethearting
D) experiential merchandising
E) customer profiling
