An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine.
In terms of the communication model, the medium of this ad is ________.
A) Natalie Portman
B) Vogue
C) Vogue readers who purchase Dior products
D) Dior
E) the target market to whom Natalie Portman appeals
________ refers to the mood or attitude an advertisement conveys.
A) Creative technique
B) Execution format
C) Unique selling proposition
D) Appeal
E) Tonality
The total quality management (TQM) philosophy involves all employees in ________.
A) customer relationship management
B) continuous product quality improvement
C) market positioning
D) creating sustainability
E) increasing the lifetime value of customers
The main activities of value chain members include all of the following except
________.
A) bringing in materials to make the product
B) converting the materials into the final product
C) providing unbiased information about the product to consumers
D) shipping out the final product
E) servicing the product after purchase
Big Data would most likely be measured in which of the following?
A) megabytes
B) bytes
C) bits
D) megabits
E) terabytes
Once a ________ is defined, the next step in positioning is for marketers to finalize the
marketing mix.
A) segmentation variable
B) competitive advantage
C) indirect competitor
D) direct competitor
E) concentrated target
Which of the following is a true statement about trends related to gender segmentation?
A) The education and income gap between men and women closed in the latest
recession.
B) In the recent recession, women held about three in four of the jobs that were lost.
C) Men are now increasingly likely to marry women with more education and income
than they have.
D) In recent decades, the economic gains of marriage have been greater for women than
for men.
E) Women are now increasingly likely to marry men with more education and income
than they have.
Which of the following is general information collected by specialized firms on a
regular basis and then sold to other firms?
A) syndicated research
B) custom research
C) competitive research
D) perceptual tracking
E) marketing decision support research
Which of the following integrates information from across the company in order to
automate order processing?
A) just-in-time inventory techniques (JIT)
B) radio frequency identification (RFID)
C) vertical marketing system (VMS)
D) horizontal marketing system
E) enterprise resource planning system (ERP)
Through its CRM program, an online clothing company records information about each
time a customer makes a purchase or clicks on a link through an email or an online
advertisement. These interactions are examples of ________.
A) customizations
B) touchpoints
C) analytics
D) optimizations
E) impressions
Which of the following describes a comprehensive approach to collecting, organizing,
storing, and retrieving a firm’s information assets?
A) logistics
B) knowledge management
C) facilitation
D) enterprise resource planning
E) just in time techniques
Once an organization has developed its distribution objectives, it should next ________.
A) identify the channel leader
B) determine a distribution budget
C) select the optimum number of channel levels
D) define the target market and articulate the market segmentation strategy
E) evaluate the internal and external environments
Lobbying, or building and maintaining relations with legislators and government
officials to influence legislation and regulation, is part of ________.
A) corporate identity management
B) media relations
C) buzz marketing
D) crisis management
E) public relations
The final stage in the product life cycle is ________.
A) maturity
B) decline
C) brand dilution
D) cannibalization
E) equity
Which of the following communication and promotion tools involves establishing
direct connections with customers aimed toward building crucial relationships?
A) personal selling
B) advertising
C) e-commerce
D) publicity
E) m-commerce
The president of a fast growing company that manages retirement communities states
that the degree of caring and individual attention the residents receive is the most
important component of service quality for his company. The president would be most
likely to focus on the results in which of the following dimensions of the SERVQUAL
scale?
A) creativity
B) reliability
C) responsiveness
D) assurance
E) empathy
A quantity discount is a price reduction to buyers who purchase ________.
A) frequently
B) large volumes
C) close outs
D) bundled products
E) seasonal products
Scanner data is an example of a ________ source of Big Data.
A) social media
B) partner database
C) commercial entity
D) government
E) corporate I.T.
Which of the following prohibits door-to-door selling unless prior permission has been
granted by the household?
A) the National Do Not Call Registry
B) a Green River Ordinance
C) permission-based e-marketing
D) network marketing
E) a party plan system
Proud Pets, a producer of clothing and accessories for pets, has recently partnered with
a regional chain of pet stores. Which of the following would Proud Pets be LEAST
likely to expect from its new channel member?
A) promoting its products through advertising
B) assembling and packaging its products for final sale
C) distributing relevant market information
D) identifying raw materials and other productive inputs
E) taking a risk that items may not sell
An independent grocer who wants to know if cocktail and tartar sauce would sell better
if the two products were moved from the salad dressing section of the store to a display
next to the seafood selection would most likely use ________ research.
A) longitudinal
B) exploratory
C) latitudinal
D) ethnographic
E) causal
The only member countries of the North American Free Trade Agreement (NAFTA) are
the United States, Canada, and Mexico.
A(n) ________ occurs when Kirin Albers trades Max Lynch three hours of babysitting
Max’s three-year-old daughter in exchange for Max fixing the hole in his porch roof
A) differential benefit
B) promotion
C) exchange
D) collaborative consumption
E) virtual trade
The ________ for Twitter is “To give everyone the power to create and share ideas and
information instantly, without barriers.”
A) operational plan
B) mission statement
C) portfolio analysis
D) market penetration strategy
E) diversification strategy
Which of the following is defined as nonpersonal communication paid for by an
identified sponsor using mass media?
A) public relations
B) direct marketing
C) direct selling
D) advertising
E) sales promotion
Procter & Gamble introduced its Duncan Hines ready-to-spread frosting in a small
geographic area. When General Foods became aware of the product, it rushed to market
its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines
product introduction. General Foods was able to enter the ________ stage of the
new-product development process before Procter & Gamble could.
A) commercialization
B) business analysis
C) idea generation
D) screening
E) product concept development
All of the following are barriers to successful exporting except ________.
A) tariffs
B) local content laws
C) import quotas
D) export merchants
E) economic sanctions
Conversion rate is an example of ________.
A) search engine optimization
B) predictive analytics
C) sentiment analysis
D) customer equity
E) marketing metrics
AIO stands for ________.
A) activities, interests, and opinions
B) abilities, interests, and opinions
C) activities, interests, and organizations
D) abilities, income, and opinions
E) activities, income, and opinions
After marketing strategies are developed, the next step in market planning is ________.
A) development of marketing objectives
B) strategic planning
C) implementation
D) situation analysis
E) pricing development