Marketing 101 Chapters 1-3

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? A. Engage B. Energize C. Excite D. Experience E. Educate

A. Engage

After hurricanes like Katrina, many small building contractors will flock to the damaged area, charging whatever customers will pay for temporary repairs to roofs and other parts of damaged homes. These contractors are engaged in a(n) __________ marketing orientation. A. transactional B. external C. relational D. internal E. value driven

A. transactional

Julia is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people. When reading about the core aspects of marketing, Julia is relieved to see that in marketing A. all parties to an exchange should be satisfied. B. promotion is the most important consideration, followed by pricing decisions. C. decisions are made regarding how a product is designed. D. customers are not considered until the product is ready for sale. E. distribution is controlled by customers.

A. All parties to an exchange should be satisfied

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

A. Bonders

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives, and to comment on similar details posted by their friends? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

A. Bonders

Craig sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." Craig is ignoring the __________ step of the marketing planning process. A. Evaluate Performance B. Define the Business Mission C. Situation Analysis D. Implement Marketing Mix and Resources E. Identifying and Evaluating Opportunities

A. Evaluate Performance

Which of the following is LEAST likely to provide a sustainable competitive advantage? A. Lowering prices. B. Having a well-known brand name. C. Achieving high levels of customer satisfaction. D. Using patented technology. E. Creating an efficient supply chain.

A. Lowering prices.

At one point in the evolution of marketing, the United States entered a buyer's market and the customer became king. Which era is being described? A. Market-oriented B. Sales-oriented C. Production-oriented D. Value-based marketing E. Economic-oriented

A. Market-oriented

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps. A. Marketing mix B. Marketing channel C. Marketing plan D. Marketing era E. Marketing implementation

A. Marketing mix

Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix? A. Place B. Price C. Product D. Promotion E. Proximity

A. Place

Jeff is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he would sell monthly. He has researched his competition and talked to some customers and has decided on prices he will charge. Jeff has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeff still need to work on? A. Place B. Product C. Price D. Promotion E. Planning

A. Place

Jeff opened a sporting apparel store and has signed a lease on the property. He has also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct. Based on this description, which aspect of the marketing mix does he still need to work on? A. Price B. Place C. Promotion D. Product E. Prototype

A. Price

When a tee shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," their statement reflects the views that were popular in which era of the evolution of marketing? A. Production-oriented B. Sales-oriented C. Market-oriented D. Value-based marketing E. Economic-oriented

A. Production-oriented

Jami sells construction equipment. Whenever she calls on her building contractor customers, she asks if they are having any problems. In doing so, Jami is addressing which of the following core aspects of marketing? A. Satisfying customer needs and wants B. The exchange function of marketing C. Product, place, promotion, and price decisions D. Decisions about the setting in which marketing takes place E. Creating value

A. Satisfying customer needs and wants

One example of a customer loyalty program is: A. a "frequent diner" card at a restaurant, offering a free appetizer for every $100 in food purchases. B. a quantity discount offered for large purchases at an office supply store. C. all of these. D. an "everyday low price" policy on all products at a grocery store. E. an extensive customer service training program for new employees at a hair salon.

A. a "frequent diner" card at a restaurant, offering a free appetizer for every $100 in food purchases.

Many inventors struggle with the question, "I made it; now how do I get rid of it?" They have made the error of considering marketing as A. an afterthought. B. an integral part of a business plan. C. an accounting function. D. a profit center. E. important only for new products.

A. an afterthought.

The process of value __________, in which customers collaborate in product design, often provides additional value to the firm's customers. A. cocreation B. positioning C. delivery D. chain management E. based marketing

A. cocreation

Which of the following is the definition of social media? A. content distributed through social interaction B. a collection of websites that support the posting of videos and photos C. a group of websites that allow users to establish formal connections D. the practice of users forwarding video and photo links to each other E. web services that allow users to share their physical locations

A. content distributed through social interaction

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's A. conversion rate. B. extended network. C. bounce rate. D. hits. E. click paths.

A. conversion rate.

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a A. corporate blog B. network blog. C. personal blog. D. professional blog. E. social blog.

A. corporate blog

When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her ten-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of: A. customer excellence B. operational excellence C. product excellence D. promotional excellence E. global excellence

A. customer excellence

Understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals: A. enables firms to make appropriate adjustments. B. allows managers to demonstrate their effectiveness. C. offers insights into value-based pricing. D. should be followed by eliminating underperforming SBUs. E. allows firms to better assess customer loyalty.

A. enables firms to make appropriate adjustments.

People who initiate, organize, operate, and assume the risk of a business venture are called A. entrepreneurs. B. leaders. C. managers. D. professionals. E. consultants.

A. entrepreneurs.

When an accounting firm provides an online training module showcasing real-life decision lapses and their negative effect on the company, it is trying to encourage what type of behavior from its employees? A. ethical B. strategic C. formal D. casual E. secretive

A. ethical

A(n)__________ is the trade of things of value between the buyer and the seller so that each is better off as a result. A. exchange B. market segment C. promotional plan D. transactional orientation E. relational orientation

A. exchange

Yolanda is the new restaurant manager in a major hotel. When considering changes in the restaurant to improve benefits to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or A. improve products and services at the same cost. B. increase prices to increase revenue. C. offset higher hotel rates with lower restaurant prices. D. reduce customer expectations through reduced service. E. any of these.

A. improve products and services at the same cost.

When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of A. influence. B. extended network presence. C. social reach. D. target audience impact. E. information flow.

A. influence.

26.Whenever Valerie has a new massage therapy customer, she invites the person to be on her e-mail distribution list. In the process, in addition to exchanging her massage therapy service for payment, Valerie is gathering A. information. B. promotional capital. C. pricing data. D. value cocreation. E. feedback.

A. information

Marketers must determine the price of a product carefully, based on potential buyers' beliefs about A. its value. B. the environment. C. the cost to manufacture the product. D. the economic outlook. E. the product's new advertising campaign.

A. its value.

Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. Retailers function as A. market intermediaries. B. monopolists. C. regulators of consumer demand. D. wholesale specialists. E. intermediate promoters.

A. market intermediaries.

The primary purpose of the __________ plan is to specify the marketing activities for a specific time. A. marketing B. business C. strategic D. organizational E. resource

A. marketing

The activity, set of institutions, and process for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called A. marketing. B. marketing research. C. market share analysis. D. market segmentation. E. market positioning.

A. marketing.

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren, and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of A. microblogging. B. media-sharing. C. thought sharing. D. professional networking. E. social bookmarking.

A. microblogging.

When pursuing a market development strategy, expanding into international markets is generally: A. more risky than expansion in domestic markets. B. impossible due to negative attitudes about American products. C. executed with the help of international trade subsidies. D. simplified by creating new products for export markets. E. the only option offering substantial opportunities for growth.

A. more risky than expansion in domestic markets.

For many years, Southwest Airlines distinguished itself as the low-cost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now, all airlines have online ticketing. These examples suggest that: A. no single strategy is likely to be sufficient to build a sustainable competitive advantage. B. situation analysis is a continuous process. C. customers rarely remain loyal to companies. D. product excellence is the only true source of a sustainable competitive advantage. E. innovation is pointless because competitors will develop copycat offerings.

A. no single strategy is likely to be sufficient to build a sustainable competitive advantage.

If a radio station holds an online contest in which you must log in to their website and submit personal details such as name, phone number, and email in order to participate, the radio station is A. offering an exchange. B. behaving unethically. C. hoping to receive feedback. D. implementing a CRM program. E. none of these.

A. offering an exchange.

Dan has a marketing degree, and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails and other postings. Dan's position can be described as a(n) A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

A. online customer service representative.

When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization presently engaged? A. planning B. implementation C. control D. segmentation E. metrics

A. planning

Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero. It has chosen to attempt to appeal to men with Coke Zero. In addition to launching an ad campaign featuring men enjoying Coke Zero, Coca-Cola also designed a "masculine" looking can for Coke Zero, with bold red lettering on a black background. This specially-designed can is an example of: A. positioning. B. targeting. C. segmentation. D. a market segment. E. market penetration.

A. positioning.

Maryam called her auto insurance agent to renew her policy. The agent told her about new types of insurance that are now available--to cover her apartment, or even the engagement ring she just got from her fiancé. The agent was pursuing a ________________ growth strategy. A. product development B. market development C. market penetration D. diversification E. product proliferation

A. product development

Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

A. production-oriented

Melanie works for a small computer software company. Her boss is constantly improving their products but neglecting customers, billing, and promoting the company. Her boss is probably stuck in the __________ era of marketing. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

A. production-oriented

The idea that a good product will sell itself is associated with the __________ era of marketing. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

A. production-oriented

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to A. provide visual experiences and engage with customers. B. stimulate excitement. C. develop customer education and engage with others users. D. develop customer education. E. energize customers and stimulate excitement.

A. provide visual experiences and engage with customers.

As owner of a retail franchise food store, Mary Gray purchases supplies based on specials advertised nationally throughout the franchise system. One Monday, she was surprised to find customers asking for specials she hadn't been informed of in advance. The franchise company failed to live up to the value-driven principle of A. sharing information across the organization. B. balancing customers' benefits and costs. C. evaluating strategic competitive partnerships. D. building relationships with customers. E. keeping prices below those charged by competitors.

A. sharing information across the organization.

In the past, manufacturer's representatives did not have up-to-minute data about the products they were selling. Today, manufacturer's representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value-driven through A. sharing information across the organization. B. balancing customers' benefits and costs. C. evaluating strategic competitive partnerships. D. building relationships with government regulators of marketing institutions. E. keeping prices below those charged by competitors.

A. sharing information across the organization.

Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n): A. star. B. cash cow. C. question mark. D. dog. E. anchor.

A. star.

UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketing goals. A. supply chain management B. value communication C. value capture D. retail management E. none of these

A. supply chain management

Marketing efforts designed to get the product or service to the right customer, when that customer wants it, are called A. supply chain management. B. a transactional orientation. C. wholesaling. D. value cocreation. E. endless chain marketing.

A. supply chain management.

After identifying various market segments that her company could pursue, Lisa evaluated each segment's attractiveness based on size, income, and accessibility. Lisa was involved in: A. target marketing. B. situation analysis. C. diversification. D. positioning. E. market penetration estimation.

A. target marketing.

When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities: A. that build on their strengths relative to those of their competitors. B. for diversification. C. in international markets. D. where value-based pricing can be ignored. E. where customer excellence can be substituted for product excellence.

A. that build on their strengths relative to those of their competitors.

Heather has been assessing a number of her firm's products using the Boston Consulting Group approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heather is trying to determine: A. the product's relative market share. B. the market growth rate. C. a source of competitive advantage. D. the impact of population shifts on future demand. E. cash equivalent values for each product.

A. the product's relative market share.

If you are involved in a buying or selling situation in which you do not expect to do business with the other party again, you are engaged in a A. transaction. B. negotiation. C. relationship. D. C2C channel. E. marketing mix.

A. transaction.

Manufacturers who use just-in-time manufacturing systems coordinate closely with suppliers in order to ensure that materials and supplies arrive just before they are needed in the manufacturing process. While just-in-time systems can offer major advantages in terms of inventory costs, they must be carefully managed. If a firm found that its just-in-time system was badly managed, leading to frequent manufacturing delays due to missing parts, this would represent a __________ in a SWOT analysis. A. weakness B. opportunity C. threat D. strength E. business mission

A. weakness

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and "checked in"—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of A. media sharing. B. gamification. C. sentiment analysis. D. a microblog. E. a new social network.

B. gamification.

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using? A. microblogging B. media-sharing C. thought-sharing D. social networking E. social bookmarking

B. media-sharing

Which of the following actions, if it actually happened, would be the most likely to support and enhance an operational excellence macro strategy? A. Singapore Airlines, installing more comfortable seats in the economy-class cabins of its airplanes. B. 3M Corporation, implementing new software to improve communication with its suppliers. C. adidas, inviting customer suggestions to guide the design of the next generation of Air Jordan shoes. D. Nike, opening hundreds of new company stores in high-traffic shopping areas. E. McDonald's, lowering prices on its coffee drinks.

B. 3M Corporation, implementing new software to improve communication with its suppliers.

Auction sites like eBay have increased opportunities for __________ marketing. A. B2B B. C2C C. D2C D. C2D E. B2G

B. C2C

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes, either by clicking, buying, or donating. A. Sentiment rates B. Conversion rates C. Bounce rates D. Keyword rates E. Mobilization rates

B. Conversion rates

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

B. Creators

Each year, Doritos sponsors a "Crash the Super Bowl" contest, encouraging individuals to submit ads for Doritos to the contest. The winning ad is aired during the Super Bowl broadcast. Which segment of social networking users would be most likely to submit an ad for this contest? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

B. Creators

Customer retention programs are based on what concept? A. Customer excellence is the easiest macro strategy to follow. B. Customer relationships should be viewed from a lifetime value perspective. C. It is important to maximize profits in the first few months of a customer relationship. D. Segmentation, targeting, and positioning analysis should not be rushed. E. Firms must spend large amounts of money to retain customers.

B. Customer relationships should be viewed from a lifetime value perspective.

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E's in this framework? A. Engage B. Energize C. Excite D. Experience E. Educate

B. Energize

Which of the following is the third step in the strategic marketing planning process? A. Define the business mission. B. Identify and evaluate opportunities. C. None of these. D. Implement marketing mix and allocate resources. E. Situation analysis.

B. Identify and evaluate opportunities.

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are pursuing which macro strategy? A. Customer excellence B. Locational excellence C. Operational excellence D. Product excellence E. None of these

B. Locational excellence

After defining the business mission, what should a firm do next to develop a marketing plan? A. Conduct an STP analysis. B. Perform a situation analysis. C. Develop a positioning strategy. D. Select a target market. E. Implement the four Ps.

B. Perform a situation analysis.

Which of the following is the best way to build a sustainable competitive advantage using product excellence? A. Being the first to offer customers desired features, even if competitors can copy them easily. B. Positioning the product using a clear, distinctive brand image. C. Having the most features on each model. D. Focusing on being cutting edge and continually eliminating older features that are still in use by customers. E. Copying the market leader's features, but at a lower cost.

B. Positioning the product using a clear, distinctive brand image.

__________ is communication by a marketer that informs, persuades, or reminds potential customers about a product. A. Pricing B. Promotion C. Placement D. A relational orientation E. Value cocreation

B. Promotion

Which of the following factors, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of an opportunity? A. The factory that manufactures a new, popular car cannot build enough vehicles to meet the demand, while other factories have excess capacity. B. Recent consumer studies have indicated that Chinese consumers prefer American cars. C. A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded. D. Due to outdated engine technology, the company's cars get lower gas mileage than those of major competitors. E. The company has lower manufacturing costs than its key competitors, allowing it to sell its cars at low prices.

B. Recent consumer studies have indicated that Chinese consumers prefer American cars.

Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and A. a thorough knowledge of his brand messages. B. the ability to buy them. C. knowledge of competing products. D. the ability to negotiate discounts.

B. The ability to buy them

Which of the following is NOT true about marketing ideas? A. Opinions, philosophies, intellectual concepts, and even thoughts can be effectively marketed. B. The marketing of ideas does not involve true exchange of value. C. Ideas can be "purchased" by convincing someone to change his or her behavior. D. Marketing can be directed toward primary and secondary targets to increase knowledge and change behavior. E. Value can be created through changing behaviors.

B. The marketing of ideas does not involve true exchange of value.

When developing a social media campaign, what is unique about the copy and images to be used? A. They need to be humorous. B. They need to be updated almost constantly. C. They need to feature only young actors. D. They must appear only in color (not black and white). E. They must appeal to a diverse, multicultural audience.

B. They need to be updated almost constantly.

A relational orientation is based on the philosophy that buyers and sellers develop A. a complete understanding of each other's needs. B. a long-term relationship. C. a price-value comparison matrix. D. supply chain synergy. E. a marketing value transaction focus.

B. a long-term relationship.

Georgia, the outside sales rep for a major building supply company, reads a report stating that building permits are down dramatically in her sales territory. She had noticed that things were slowing down, but now she has data confirming her impression. Based on this information, one important function Georgia should provide is A. pushing her customers to buy products whether they need them or not. B. advising the production and purchasing departments to produce or order smaller quantities of products. C. assisting customers in product recall confirmations. D. avoiding contact with competing firms in order to maximize value-driven marketing. E. estimating profit per sale to determine whether or not the firm can survive the slowdown.

B. advising the production and purchasing departments to produce or order smaller quantities of products.

Jenny, the delivery and sales representative for a beer distributor, is calling on a retailer and sees the shelves are almost empty. An unexpected sporting event held nearby resulted in a huge increase in sales. She calls her company's distribution manager and requests a special delivery for her customer. Jenny is providing the important marketing function of A. advising production on how much product to make. B. alerting the logistics department when to ship products. C. advising the customer about new products and markets. D. identifying opportunities to expand. E. synthesizing and interpreting sales, accounting, and customer-profile data.

B. alerting the logistics department when to ship products.

Social media first began to get more professional and offer more to users A. just after its invention phase in the early 1990s. B. at the turn of the twentieth century, during its industrialization phase. C. when Apple launched the first App Store. D. in the last few years, during its entrepreneurial phase. E. in 2011-2012, when the market became flooded with smartphones.

B. at the turn of the twentieth century, during its industrialization phase.

In 2006, Walmart announced that it would begin selling organic food products. In doing so, Walmart was probably trying to: A. gain government subsidies. B. attract a different market segment. C. reduce its costs. D. save the environment. E. offset cost-based pricing pressure.

B. attract a different market segment.

Value-driven firms constantly measure the __________ that customers perceive, compared to the prices of their offerings. A. information B. benefits C. relationships D. rebates E. merchandise

B. benefits

The basic difference between a good and a service is that a good A. provides intangible benefits. B. can be physically touched. C. is always less expensive than a corresponding service. D. generates greater interest among consumers. E. is more quickly forgotten by consumers.

B. can be physically touched.

In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called: A. stars. B. cash cows. C. question marks. D. dogs. E. anchors.

B. cash cows.

This type of thought-sharing site typically provides the highest level of control for companies. A. professional blog B. corporate blog C. personal blog D. Flickr E. Google+

B. corporate blog

Franco uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this reminder system, Franco contacts his customers when they are most likely to be "in the buying mode." Franco's system is part of A. C2C marketing. B. customer relationship management. C. a transactional marketing orientation. D. supply chain management. E. typical production era marketing practices.

B. customer relationship management.

Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools. This is an example of A. C2C marketing. B. customer relationship management. C. a transactional marketing orientation. D. supply chain management. E. typical production-oriented era marketing practices.

B. customer relationship management.

When firms successfully implement poor strategies (perhaps due to good luck) or do a poor job of implementing good strategies, it can be difficult to: A. generate cost-based performance ratios. B. evaluate performance and make adjustments. C. increase product excellence without reducing customer excellence. D. develop segmentation strategies. E. choose a business mission.

B. evaluate performance and make adjustments.

One measure of traffic from visitors on sites, the total page requests, is measured in units called A. clickers. B. hits. C. paths. D. tweets. E. impressions.

B. hits.

A __________ growth strategy employs the existing marketing offering to reach new market segments. A. product proliferation B. market development C. market penetration D. diversification E. product development

B. market development

H&R is a small, local heating and air conditioning business. The area military base is a potential source of growth, and H&R already installs and services the type of equipment the military would require, but it is difficult to get established as a certified government contractor. H&R is considering a ____________ growth strategy. A. product proliferation B. market development C. market penetration D. diversification E. product development

B. market development

Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This strategy limits ____________ growth strategies. A. product proliferation B. market development C. market penetration D. diversification E. product development

B. market development

Quitman Enterprises sells its business language dictionary to college students throughout the United States. Joseph Quitman, the owner, wants to start selling the book to international students abroad. Quitman wants to pursue a __________________ growth strategy. A. product proliferation B. market development C. market penetration D. diversification E. product development

B. market development

Supply chain management is also referred to as A. delivery management. B. marketing channel management. C. production management. D. retail management. E. value proposition management.

B. marketing channel management.

YouTube is an example of what type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

B. media sharing

Research indicates that positively engaged consumers tend to be A. more socially outgoing. B. more profitable consumers. C. older and wealthier than average. D. younger and poorer than average. E. more critical consumers.

B. more profitable consumers.

For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates: A. weaknesses. B. opportunities. C. strengths. D. threats. E. strategic plans.

B. opportunities.

E-books, in addition to being an alternative product form, provide __________ value creation since they can be downloaded via the Internet immediately when they are needed. A. product B. place C. promotion D. price E. primary

B. place

In most companies, marketing resource allocation decisions are made at the SBU or ___________ level of the firm. A. corporate B. product line C. customer care D. sales representative E. accounting

B. product line

After conducting STP analysis for her custom auto parts store and developing strategies for each of the four Ps, Monique now has to make _____________ decisions. A. competitive response B. resource allocation C. product line D. market growth E. mission statement

B. resource allocation

During the __________ era, firms had excess capacity and used personal selling and advertising to generate customers. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

B. sales-oriented

Near the end of the model year, Move-Them-Out automobile dealership had an unusually high inventory level. The manager increased her advertising spending and gave extra incentives to its salespeople. Move-Them-Out operates as if it were in the __________ era. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

B. sales-oriented

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

B. sales-oriented

Many entrepreneurs are successful through marketing efforts designed to A. mimic existing products on the market. B. satisfy unfilled needs. C. raise social consciousness. D. gain monopoly power. E. push a new technology even if people aren't ready for it.

B. satisfy unfilled needs.

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using A. Google Analytics. B. sentiment analysis. C. click path analysis. D. keyword analysis. E. gamification.

B. sentiment analysis.

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad's new job most likely has the title of A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

B. social media strategist.

Marketing enriches society by A. focusing solely on maximizing profits. B. sponsoring charitable events. C. recognizing that the firm can do very little by itself, and so it should stay focused on its own core competencies. D. facilitating the smooth flow of goods through the supply chain. E. coordinating marketing functions with other functional areas in the company.

B. sponsoring charitable events.

The marketing goal of getting the "right quantities to the right locations, at the right time" is: A. communicating the value proposition. B. supply chain management. C. creating value. D. capturing value. E. price and performance management.

B. supply chain management.

Yesenia, the new university course scheduling manager, is struggling with adjustments to the fall schedule. She is trying to determine how to offer the classes students need at the times when students need them. Yesenia is struggling with the marketing function of A. communicating the value proposition. B. supply chain management. C. creating value. D. capturing value. E. value cocreation.

B. supply chain management.

During the market-oriented era A. a good product would sell itself. B. the customer was king. C. marketing was more important than production. D. advertising and personal selling were emphasized to make the sale. E. firms focused on value.

B. the customer was king.

Some banks have begun offering special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize: A. that operational excellence is an important macro strategy. B. the lifetime value of customers. C. that product excellence leads to loyal customers. D. the importance of making decisions based on short-term results. E. that as long as customers bring in some revenue, costs do not matter.

B. the lifetime value of customers.

Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes A. only the actual price they pay at the register. B. the value of their time and energy. C. the excitement they experience in finding an item they desire. D. the savings to the store of not having to display the products neatly on shelves. E. the time the product was full price and didn't sell.

B. the value of their time and energy.

Marketing provides the critical function of __________ when companies expand globally. A. managing production efficiency B. understanding customers C. managing personnel D. forecasting economic growth E. evaluating government stability

B. understanding customers

Which of the following factors, listed in a situation analysis for a major auto manufacturer, is the best example of a threat? A. The factory that manufactures a new, popular car cannot build enough vehicles to meet the demand, while other factories have excess capacity. B. Recent consumer studies have indicated that Chinese consumers prefer American cars. C. A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded. D. Due to outdated engine technology, the company's cars get lower gas mileage than those of major competitors. E. The company has lower manufacturing costs than its key competitors, allowing it to sell its cars at low prices.

C. A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded.

As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from __________ to __________ marketing. A. B2C; B2B B. B2C; C2C C. B2B; B2C D. B2B; C2C E. C2C; B2C

C. B2B; B2C

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks? A. Engage B. Energize C. Excite D. Experience E. Educate

C. Excite

Brian is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brian is addressing which core marketing aspect? A. Developing a promotional plan B. Managing the exchange function of marketing C. Making product decisions D. Deciding where and how to sell the product E. Pricing the product

C. Making product decisions

Marketing channel management is related to which of the four Ps? A. Product B. Price C. Place D. Promotion E. Production

C. Place

Delta Airlines is among the companies experimenting with selling products and services on their Facebook pages. The idea is to make purchasing even easier for customers who may spend large portions of the day with Facebook active on their computers or mobile devices. There is no need even to navigate to Delta's website--users can book a trip in Delta's "Ticket Agent" application without ever leaving Facebook. Which element of the marketing mix does this represent? A. Product and value creation. B. Price and value capture. C. Place and value delivery. D. Promotion and value communication. E. None of these.

C. Place and value delivery.

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles? A. Uploading a coupon to the Nike fan page. B. Encouraging Facebook users to "like" the Nike page so their friends will see this action. C. Placing a Facebook ad. D. Creating a Facebook tab allowing users to view the tennis clothing within Facebook. E. Placing a Facebook link on the Nike corporate website.

C. Placing a Facebook ad.

Of primary interest to marketers are __________ buyers. A. centrally controlled B. unqualified and underserved C. qualified potential D. first-time E. C2C

C. Qualified potential

When discussing the marketing planning process, STP stands for: A. Strategies, tactics, and plans. B. Strategize, target, and promote. C. Segmentation, targeting, and positioning. D. Situation analysis, trend spotting, and planning. E. Sustaining, trending, and positioning.

C. Segmentation, targeting, and positioning.

Four companies dominate the cereal industry. These firms produce in large volumes, promote heavily, and control access to the supermarket shelves through "slotting allowances," which are payments to retailers in return for shelf space. Combined, these four firms have: A. identical marketing mixes. B. all of these. C. a sustainable competitive advantage. D. achieved product excellence. E. violated laws governing competition.

C. a sustainable competitive advantage.

When a pharmaceutical company develops a new medication, it typically applies for a patent in order to prevent competitors from developing copycat products for several years. Pharmaceutical companies apply for patents in order to establish: A. an operational excellence macro strategy. B. a market penetration growth strategy. C. a sustainable competitive advantage. D. an efficient supply chain. E. all of these.

C. a sustainable competitive advantage.

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the BEST social media application for this task? A. YouTube B. LinkedIn C. blog D. FourSquare E. SCVNGR

C. blog

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, few website visitors actually made a purchase. Which measure does the owner need to examine more closely? A. sentiment analysis B. page views C. bounce rates D. keyword analysis E. mobilization rates

C. bounce rates

The idea of value-based marketing requires firms to charge a price that: A. covers costs and generates a modest profit. B. includes the value of the effort the firm put into the product or service. C. captures the value customers perceive that they are receiving. D. prioritizes customer excellence above operational excellence. E. matches competitors' prices.

C. captures the value customers perceive that they are receiving.

Greenbelt Construction has been a successful small home-building firm for years. The owner pays subcontractors slightly more than the usual rate for different tasks, reducing the company's gross margin. Greenbelt rarely changes subcontractors, has relatively few complaints from home buyers, and is able to get quick responses from subcontractors when buyers do have problems. Greenbelt is engaged in A. a traditional transactional orientation. B. C2C value-driven marketing. C. effective supply chain management. D. value cocreation. E. a virtual monopoly.

C. effective supply chain management.

After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of A. advising production on how much product to make. B. alerting the logistics department when to ship products. C. engaging customers and developing long-term relationships. D. identifying opportunities to expand. E. synthesizing and interpreting sales, accounting, and customer-profile data.

C. engaging customers and developing long-term relationships.

If a firm wants to develop a sustainable competitive advantage, it should: A. begin an aggressive campaign to buy up competitors. B. copy the innovative features of other firms that are attractive to customers. C. examine its operations and customer relations to identify significant things competitors cannot easily copy. D. increase its marketing budget so that it outspends its competitors. E. arrange to meet with competitors to discuss how to avoid direct competition.

C. examine its operations and customer relations to identify significant things competitors cannot easily copy.

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing. A. engage B. energize C. excite D. experience E. educate

C. excite

Henriette offers financial counseling and management on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on A. choosing an average price that she will charge all her clients. B. changes in technology allowing consumers to manage their own affairs. C. how different customers perceive the value of her services. D. changes in the economy. E. how much her competitors charge for similar services.

C. how different customers perceive the value of her services.

Lamar owns four dry cleaning stores in the suburbs of Orlando, Florida. He recently updated his STP analysis, and has just finished adjusting his marketing mix based on the STP results. His next strategic marketing decision will likely involve: A. how Disney World crowds will impact his business. B. which employees to promote or fire. C. how to allocate resources among his four stores. D. what new government regulations might create opportunities or threats. E. when to shift from a customer excellence to an operational excellence strategy.

C. how to allocate resources among his four stores.

A regional manager at GNC, a chain of retail stores selling nutritional supplements, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. The manager will probably next review the company's: A. financial statements, to investigate current and past profits. B. brand awareness study, to assess national levels of awareness. C. implementation programs, to see if the promotion was handled consistently in the different stores. D. results for other product lines, to see how important diet products are to the firm. E. analysis of national trends in vitamins and herbal supplements, to help predict future sales.

C. implementation programs, to see if the promotion was handled consistently in the different stores.

The "Got Milk" advertising campaign, designed to increase consumption of milk, was intended to help market a(n) A. individual. B. firm. C. industry. D. organization. E. specific product.

C. industry.

Using the BCG portfolio analysis, a "dog" should be phased out unless: A. its marketing manager is a champion of the product. B. additional resources could increase its relative market share slightly. C. it complements or boosts the sales of another product. D. the market has a small chance of rebounding. E. none of these. Dogs should be phased out.

C. it complements or boosts the sales of another product.

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in A. higher prices than the market leader charges. B. increased competition. C. long-term relationships. D. strong connections among competing firms in the marketplace. E. lower prices.

C. long-term relationships.

Abercrombie & Fitch, a hip clothing retailer, includes a "SHARE" link on the product pages of its website. This link encourages an Abercrombie customer to post a link (perhaps showing a new style of jeans) on Facebook or Twitter. Abercrombie & Fitch hopes that the customer's friends (who are probably very much like current customers) will click the link, visit the page, and make purchases. This is an example of a __________ growth strategy. A. product proliferation B. market development C. market penetration D. diversification E. product development

C. market penetration

Adrienne decides to add new sales representatives and increase advertising in her existing market for her current line of security systems. Adrienne is pursuing a __________ growth strategy. A. segment development B. market development C. market penetration D. diversification E. product development

C. market penetration

Most banks now have customer relationship software which, when a customer contacts the bank, tells the service representative what types of accounts, loans, and credit cards the customer currently has. Service representatives use this information to sell some of the other services the bank currently offers to these customers. This is a ___________________ growth strategy. A. product proliferation B. market development C. market penetration D. diversification E. product development

C. market penetration

During the __________ era manufacturers and retailers began to focus on what consumers wanted and needed before they designed, made, or attempted to sell their products. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

C. market-oriented

Many U.S. companies first discovered marketing during the __________ era. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

C. market-oriented

What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers? A. poor cost control B. unable to make adjustments C. may limit positive feedback if ad is very successful D. unattractive to consumers E. encourages negative feedback

C. may limit positive feedback if ad is very successful

In a SWOT analysis, increasing gasoline prices would represent a potential __________ for manufacturers of electric cars. A. weakness B. threat C. opportunity D. operational advantage E. locational advantage

C. opportunity

Effective promotion enhances a product or service's A. supply chain management system. B. wholesaling capabilities. C. perceived value. D. design features. E. trialability.

C. perceived value.

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT A. product. B. place. C. performance. D. promotion. E. price.

C. performance.

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog. A. professional; network B. professional; personal C. personal; professional D. personal; social E. social; network

C. personal; professional

"Effective marketing doesn't just happen." It is: A. promoted through STP analysis. B. possible only for seasoned marketing executives to achieve. C. planned. D. introduced through control phase SBUs. E. the result of competitor's failures.

C. planned.

LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If, endorsements by these athletes create a clear understanding among consumers of the companies' products, they can help with the firm's ________________ strategy. A. product excellence B. targeting C. positioning D. segmentation E. customer excellence

C. positioning

Imagine that you are in a convenience store choosing your favorite "comfort" food instead of being in a classroom taking this test. You might notice the packaging, colors, labels, even the fonts used on labels. All of these efforts are part of the marketer's: A. value-based promotions. B. market segmentation. C. positioning strategy. D. customer excellence strategy. E. target market.

C. positioning strategy.

Many small businesses whose competitors are national franchises advertise "we are locally owned" or "we have been here since 1951." This is part of these firms': A. business mission. B. market segmentation strategy. C. positioning strategy. D. customer excellence strategy. E. target market.

C. positioning strategy.

A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way. A. SBU B. STP C. product line D. market segment E. promotional service

C. product line

Marketing was once an afterthought to A. accounting. B. economics. C. production. D. finance. E. none of these—marketing was never an afterthought.

C. production.

Google and other search engines allow marketers to bid to have their ads shown when consumers search on keywords related to the firm's products. These marketers are attempting to create value through __________. A. product B. price C. promotion D. place E. cost-based

C. promotion

In delivering value, marketing firms attempt to find the most desirable balance between A. the need for value and the perception of value. B. explicit versus implicit value. C. providing benefits to customers and keeping costs down. D. the desire to satisfy customers and the need to keep customers from running the company. E. the need for product improvement and the need for advertising.

C. providing benefits to customers and keeping costs down.

Many firms with complex products have "missionary" salespeople who assist customers with problems and implementation programs. These salespeople rarely sell products but often become involved in and knowledgeable about specific customers' needs and wants. These salespeople focus on a(n) __________ orientation with their customers. A. transactional B.external C. relational D. internal E. divisional

C. relational

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores? A. offering mobile applications to check other websites B. developing in-store demonstration kiosks for big ticket items C. roaming salespeople with smartphones who can immediately price match competitors D. advertising on Flickr and YouTube E. using FourSquare to build customer patronage

C. roaming salespeople with smartphones who can immediately price match competitors

Which of the following is NOT one of the four major growth strategies marketers typically utilize? A. market penetration B. market development C. segment development D. diversification E. product development

C. segment development

The first step in the process of creating a social media campaign is to A. develop a budget. B. identify the target audience. C. set goals. D. design the elements of the campaign. E. monitor the program.

C. set goals.

When someone brags about how many Facebook friends they have, which measure of individual social media influence are they talking about? A. influence B. extended network presence C. social reach D. target audience impact E. information flow

C. social reach

What does a Klout score measure? A. click path and bounce rate ratio B. media influence C. social reach, influence, and extended network D. conversion rates E. page views and sales

C. social reach, influence, and extended network

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as A. influence. B. the extended network. C. social reach. D. target audience. E. information flow.

C. social reach.

Taking steps to encourage customer loyalty is one way to: A.test new products. B. promote efficiency. C. sustain an advantage over competitors. D. develop new pricing strategies. E. improve supply chain effectiveness.

C. sustain an advantage over competitors.

Marketers involved in supply chain management are constantly balancing A. the goal of promotional effectiveness against ethical advertising standards. B. the problem of price maximization against cost efficiency. C. the goal of minimizing costs against satisfying the service levels customers expect. D. the desire to achieve against the need for a stable source of supply. E. the goal of efficiency against the price charged by competitors.

C. the goal of minimizing costs against satisfying the service levels customers expect.

Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is A. limiting the number of tweets per day. B. remuneration for posters. C. timely management of Twitter accounts. D. eliminating negative posts. E. confusion with similar products.

C. timely management of Twitter accounts.

In value-based marketing, promotion communicates the: A. targeted solution. B. operational excellence strategy. C. value proposition. D. relative market value. E. target market definition.

C. value proposition.

As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including: A. strengths. B. opportunities. C.strengths and weaknesses. D. threats.

C.strengths and weaknesses.

The goal of customer relationship management is to A. manage every customer relationship differently. B. manage every customer relationship to maximum short-term profitability. C. eliminate customers who are profitable, but not highly profitable. D. identify and build loyalty among a firm's customers. E. generate relationships with all of a firm's customers.

D. identify and build loyalty among a firm's customers.

The importance of supply chain management is often overlooked in the study of marketing because A. marketing has no responsibility for supply chain management. B. supply chain management doesn't add much value for customers. C. companies do not want customers to know anything about the supply chain. D. many of the activities take place behind the scenes. E. supply chain management is already transparent.

D. many of the activities take place behind the scenes.

What is a microblog? A. A blog whose owner doesn't post very often. B. A blog that supports only links to other posts. C. A blog run by a small business. D. A blog service that supports only short posts. E. A blog that targets a very small consumer group.

D. A blog service that supports only short posts.

Portfolio analysis is a useful and powerful tool, but firms often need to take a more balanced approach because: A. measures are difficult to obtain and project. B. classifications can become self-fulfilling prophecies and strengths and weaknesses are distorted. C. substitute approaches can offer different insights. D. All of these. E. None of these.

D. All of these.

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase __________ marketing. A. B2C B. C2B C. B2B D. C2C E. underground

D. C2C

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit provides best describes which of the 4E frameworks? A. Engage B. Energize C. Excite D. Experience E. Educate

D. Experience

Which of the following is a core aspect of marketing? A. Satisfying as many needs as possible B. Creating a product that everyone will want to buy C. Setting prices lower than all competitors D. Making product, place, promotion, and price decisions E. Increasing the company's profit

D. Making product, place, promotion, and price decisions

The global athletic footwear market is expected to experience only very slow growth over the next several years. Nike is the market leader, with a market share of approximately 33 percent. According to Boston Consulting Group portfolio analysis, how should Nike treat its athletic shoe business? A. Nike will probably have to invest heavily in the athletic shoe business, including extensive promotions and new production facilities. B. Nike should consider exiting the athletic shoe market. C. Nike should stop investing in its athletic shoe business; it has already reaped all the benefits it is likely to receive. D. Nike's athletic shoe business still requires some investment, but is likely to produce excess resources that can be invested in other divisions of the company. E. Nike should invest in the athletic shoe market only if it helps to boost the sales of other products in fast-growing markets.

D. Nike's athletic shoe business still requires some investment, but is likely to produce excess resources that can be invested in other divisions of the company.

45. __________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products. A. Targeting B. Market segmentation C. A sustainable competitive advantage D. Positioning E. A customer excellence strategy

D. Positioning

3M involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. 3M is pursuing a __________ growth strategy. A. Diversification B. Market development C. Market penetration D. Product development E. Product penetration

D. Product development

When Nike, the prominent athletic shoe manufacturer, branched out from selling only athletic shoes to also offering athletic clothing and gym bags, what type of growth strategy did this represent? A. Market penetration B. Product penetration C. Market development D. Product development E. Diversification

D. Product development

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

D. Professionals

Julian and his friends log into an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? A. Snapette B. NOWNESS C. Pose D. SCVNGR E. Snapchat

D. SCVNGR

Companies that specialize in sentiment analysis are LESS likely to look at __________ for data. A. personal blogs B. Facebook C. Twitter D. YouTube E. Mommy blogs

D. YouTube

Over the last few months, Juan and his colleagues have analyzed the current business situation, and then identified target markets for his firm's personal care products. Finally, they developed the products, prices, distribution and promotion that should appeal to each of those target markets. In doing so, Juan has also identified what he believes is an advantage his competitors cannot match. Juan and his colleagues have been developing: A. a business mission statement B. a strategic vision C. team-building exercises D. a marketing strategy E. competitive assessments

D. a marketing strategy

What is Google+? A. an experimental, advanced search engine B. a website where users can work together to create documents C. a site offering analytical information about website usage D. a social networking site E. a video sharing site intended for businesses

D. a social networking site

Nordstrom's, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer service has probably resulted in: A. product design excellence. B. mission statement satisfaction. C. sustainable price decreases. D. a sustainable competitive advantage. E. producer excellence.

D. a sustainable competitive advantage.

Zara is a women's clothing retailer headquartered in Spain, with stores located in many countries. Zara has developed a "quick response" system that allows store merchandise to be adjusted rapidly to fit changing customer preferences. Every aspect of Zara's operation is optimized for this system, making it difficult for competitors like The Gap to duplicate. Zara has established: A. customer loyalty. B. locational excellence. C. a diversification growth strategy. D. a sustainable competitive advantage. E. a related diversification opportunity.

D. a sustainable competitive advantage.

The goal of a customer excellence strategy is to gain loyal customers. Customer loyalty can be developed through: A. having a strong brand B. offering unique merchandise C. providing superior customer service D. all of these E. none of these

D. all of these

When choosing marketing communication methods, the most effective and efficient option depends on: A. the customers. B. the value created. C. the message. D. all of these. E. none of these.

D. all of these.

Jessica is still in college, but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics, and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica's new job most likely has the title of A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

D. blogger.

To become a more value-driven organization, Pokrah University is holding regular coffee-hour discussions with its students and is surveying its graduates regarding students' educational needs and desires. Pokrah University is becoming more value driven through A. sharing information across the organization. B. balancing its customers' benefits and costs. C. evaluating strategic competitive partnerships. D. building relationships with customers. E. keeping the faculty members happy.

D. building relationships with customers.

The four Ps make up the marketing mix, which is the __________ set of activities that the firm uses to respond to the wants and needs of its target markets. A. unpredictable B. external C. internal D. controllable E. global

D. controllable

Marketers want their firms to develop excellent supply chain management and strong supplier relations so they can: A. persuade stores to refuse to carry competitors' products. B. use their power within the supply chain to force weaker firms to accept less favorable pricing. C. control prices and lock in margins. D. create a sustainable competitive advantage. E. justify charging higher prices than competitors do.

D. create a sustainable competitive advantage.

Anita has gone to the same hair salon for the past ten years. She believes that her stylist, the salon owner, does a better job of cutting and styling her hair than anyone else could. Other salons have opened closer to Anita's home, some offering more plush facilities or lower prices, but she isn't tempted to switch. Anita's attitude toward the salon is an example of: A. a sustainable competitive advantage. B. a customer retention program. C. an opportunity, in SWOT analysis. D. customer loyalty. E. the benefits of a locational excellence strategy.

D. customer loyalty.

Introducing newly developed products or services to a market segment the company is not currently serving is called: A. product development B. market development C. market penetration D. diversification E. product proliferation

D. diversification

Sodexo is a corporation that manages school cafeterias, university dining halls, mess halls at military bases, concession stands at sports arenas, and other large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a __________ growth strategy. A. product development B. market development C. market penetration D. diversification E. product proliferation

D. diversification

Lionel is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to: A. develop a business mission statement. B. choose the best target markets. C. reposition existing segments. D. divide the marketplace into subgroups. E. conduct a SWOT analysis.

D. divide the marketplace into subgroups.

Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings. Four Winds is A. expanding from offering just services to also offering goods. B. implementing a market segmentation strategy. C. capturing value through multiple pricing strategies. D. expanding from offering just goods to also offering services. E. increasing customer value through inflated appraisal evaluations.

D. expanding from offering just goods to also offering services.

Leah is the marketing manager for an electronics company. While on vacation in Ecuador, she visited electronics stores in the major malls in Quito, the capital city. Most of her company's products were available, except for smart phones. When she returned to work, she mentioned this observation to her international sales manager. Leah was providing the important marketing function of A. advising production on how much product to make. B. alerting the logistics department when to ship products. C. engaging customers, developing long-term relationships. D. identifying opportunities to expand. E. synthesizing and interpreting sales, accounting, and customer-profile data.

D. identifying opportunities to expand.

Carla has been directed by her regional marketing manager to cut prices on seasonal items, submit an ad in the local paper, and tell distributors to reduce deliveries for the next month. Which step of the strategic marketing planning process is Carla engaged in? A. evaluate performance. B. define the business mission. C. situation analysis. D. implement marketing mix and resources. E. identifying and evaluating opportunities.

D. implement marketing mix and resources.

By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to A. influence social norms regarding sexuality. B. encourage consumers to participate in product redesign. C. stimulate supply chain management cooperation. D. increase the perceived value of their products. E. none of these.

D. increase the perceived value of their products.

Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in: A. a product development growth strategy. B. an operational advantage. C. opportunities for diversification. D. increased long term profits. E. more clearly defined market segments.

D. increased long term profits.

The strategic marketing planning process: A. is a five-step process that should always be completed in order. B. is frequently used in reverse. C. begins with establishing specific, measurable outcomes. D. is not always sequential. E. forces marketing managers to think rationally.

D. is not always sequential.

A competitive advantage based on location is often sustainable because: A. mobile marketing has not yet proven its value for most customers. B. real estate prices have been dropping. C. few marketers are aware of its importance yet. D. it is not easily duplicated. E. the internet has diminished the importance of "brick and mortar" stores.

D. it is not easily duplicated.

Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor's websites, particularly to learn how people search for similar products online? A. click path data B. sentiment analysis C. social influence D. keyword analysis E. budget analysis

D. keyword analysis

After major hurricanes like Katrina, many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers, even though due to the huge increase in demand they could charge much more. These firms probably recognize that A. they can make more money from government contracts than from sales to customers. B. a transactional orientation is the key to long-term profitability. C. none of their competitors would be raising prices. D. lifetime profitability of relationships matters more than profits from a particular transaction. E. if they raised prices they would be in violation of Commerce Department regulations.

D. lifetime profitability of relationships matters more than profits from a particular transaction.

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by A. reacting. B. exciting. C. engaging. D. listening. E. educating.

D. listening.

Value creation through Place decisions for a consumer product involves: A. putting the product in the front of the store. B. designing creative displays to capture consumers' attention. C. pricing products differently at different stores. D. making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to. E. focusing exclusively on internet sales to reduce supply chain costs.

D. making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to.

To determine how attractive a particular market is in using the BCG portfolio analysis, __________________ is established as one axis. A. competitive intensity B. sales dollars C. market size D. market growth rate E. market profit potential

D. market growth rate

Excluding computers, which of the following methods is used by more consumers to access social media? A. e-readers B. iPads C. iPods D. mobile phones E. GPS units

D. mobile phones

In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on __________ value creation. A. product B. price C. promotion D. place E. financial

D. place

The evolution of marketing progressed along the following continuum: A. sales, marketing, value-based marketing, production. B. marketing, value-based marketing, production, sales. C. value-based marketing, production, sales, marketing. D. production, sales, marketing, value-based marketing. E. sales, value-based marketing, marketing, production.

D. production, sales, marketing, value-based marketing.

The first objective in the Evaluate Performance phase of the marketing planning process is to: A. determine whether to raise or lower prices. B. adjust advertising allocations. C. find ways to cut costs. D. review implementation programs and results using metrics. E. consider changing the target market.

D. review implementation programs and results using metrics.

LinkedIn is an example of what type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

D. social networking

The automobile manufacturing industry closely watches annual consumer satisfaction surveys. For years, Japanese car companies consistently had the highest levels of customer satisfaction, creating a __________ for these companies. A. strategic marketing plan B. clear mission statement C. cost advantage D. sustainable competitive advantage E. diversification strategy

D. sustainable competitive advantage

For years, when considering new products, marketers at Celestial Seasonings asked themselves, "What would Stacy think?" Stacy was a fictional character representing 25-50 year old, educated, upper-income women who rarely watched television but did a lot of reading. "Stacy" represented Celestial's primary: A. demographic segment. B. positioning. C. SBU. D. target market segment. E. sustainable competitive advantage.

D. target market segment.

Even though they operate from out-of-the-way airports and offer few extra services, discount airlines like Ryanair and EasyJet have been successful. Consumers obviously consider A. the schedules these airlines offer to be the most convenient in the industry. B. the long-term relationships established by these airlines to be a critical benefit. C. the prices to be slightly lower, but not low enough to have much influence. D. the benefit of lower prices to be greater than the cost of reduced services and less convenience. E. the major airlines to be worthless.

D. the benefit of lower prices to be greater than the cost of reduced services and less convenience.

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be A. the number of people who entered the contest. B. the number of people who entered the contest plus the number of people who visited the page describing the contest. C. the number of people who visited the page describing the contest. D. the percentage of visitors to the page describing the contest who entered the contest. E. the percentage of fans of the company's page who learned about the contest.

D. the percentage of visitors to the page describing the contest who entered the contest.

In 2006, Ford Motor Company announced it would severely cut back automobile production. For parts companies supplying Ford Motor, this represented a(n): A. weakness. B. opportunity. C. strength. D. threat. E. strategic plan.

D. threat.

In order to effectively communicate value to target markets, marketers must first: A. consider the cost of alternative media. B. use the Internet. C. redesign ads to meet media specifications. D. understand their customers. E. hire the right ad agency.

D. understand their customers.

During the __________ era manufacturers and retailers recognized they needed to give their customers greater value than their competitors did. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

D. value-based marketing

Serena studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Serena operates in the __________ era of marketing. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

D. value-based marketing

Trey sells consumer electronics. He knows his customers weigh the costs versus the benefits associated with the different options available. He decides which products to offer and what prices to charge based on the way his customers think. Trey operates in the __________ era. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented

D. value-based marketing

Firms achieve ___________ through efficient procedures and excellent supply chain management. A. customer excellence B. locational excellence C. customer loyalty D. value-based pricing E. operational excellence

E. operational excellence

A former advertising campaign for Geico Insurance used the slogan, "So easy, even a caveman could do it" to emphasize the ease of buying insurance on Geico's website. This campaign was part of Geico's: A. mission statement. B. market segmentation plan. C. product strategy. D. customer excellence strategy. E. positioning strategy.

E. positioning strategy.

Allen is in the marketing department of a mid-sized firm that develops and sells communications systems. He is proud of the Human Resources area in the company that provides the firm with excellent employees. Allen himself really enjoys his work, but he knows the work of HR helps create an advantage for the firm because: A. customers appreciate the kind of service that knowledgeable employees provide. B. employees play a major role in the success of the firm. C. it is easier to communicate with and inspire the customer if the employees believe in what the firm is doing. D. building customer loyalty depends on a committed workforce. E. All of these.

E. All of these.

Greta is the marketing director for the Pump-N-Slurp convenience store chain. She recently developed a marketing plan for the firm and presented it to company executives. Which of the following did Greta probably include in Pump-N-Slurp's marketing plan? A. Specific plans for each of the four Ps. B. Marketing objectives. C. Opportunities for the firm. D. Perceived weaknesses of the firm. E. All of these.

E. All of these.

Marketers want their firms to develop efficient operations because this kind of efficiency: A. usually leads to lower prices or greater pricing flexibility. B. allows the firm to offer greater value to customers. C. makes it easier to get the products customers want to them when they want them. D. can lead to more attractive margins. E. All of these.

E. All of these.

Starbucks has developed a number of metrics beyond purely financial metrics. Knowing the importance of perceptions and knowing the importance of developing ways to demonstrate its activity, Starbucks tries to find clear ways to: A. build brand equity. B. demonstrate its sense of corporate social responsibility. C. address concerns of opponents at local, regional, national and global levels. D. help consumers to feel better about their purchases. E. All of these.

E. All of these.

The traditional marketing channel through which consumers most often find and purchase goods and services is known as A. B2B. B. C2C. C. D2C. D. C2D. E. B2C.

E. B2C.

In mid-2010, Hewlett-Packard Company (HP) acquired Palm Computing, Inc., a manufacturer of personal devices and smart phones. Before deciding to acquire the company, strategic planners at HP spent time thinking about how Palm and HP would "fit" together, and how the acquisition might change HP's core goals and objectives. The strategic planners were engaged in the ____________ step of the strategic marketing planning process. A. Situation analysis B. Implement marketing mix and allocate resources C. Identify and evaluate opportunities D. Evaluate performance E. Define the business mission

E. Define the business mission

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Others signs remind her that Best Buy will match competitors' prices on any item they sell. This is an example of which 4E framework? A. Engage B. Energize C. Excite D. Experience E. Educate

E. Educate

According to the text, which of the following has the highest Klout score? A. iPad mini B. Ashton Kutcher C. President Barack Obama D. True Blood E. Justin Bieber

E. Justin Bieber

Your roommate, a non-business major, sees you reading your marketing text. He or she asks, "Why is marketing important?" You respond by saying all of the following EXCEPT A. Marketers advise production on how much product to make. B. Marketers tell the logistics department when to ship products. C. Marketers engage customers and develop long-term relationships. D. Marketers identify opportunities to expand. E. Marketers are the most important profit center in any organization.

E. Marketers are the most important profit center in any organization.

A friend of yours comments, "I'm starting my own business. I have a perfect product that no one else can touch, but I have no use for marketing. That's just for the mega-corporations." Which of the following arguments would you NOT use in talking about marketing? A. Marketing helps new ventures organize, operate, and assess risk. B. Marketers help address unmet customer needs, regardless of the size of the firm. C. Marketing focuses on the product, but only as one element. Three other areas are Promotion, Price, and Place. D. Marketers are skilled at communicating the value of the product to potential customers. E. Marketing isn't essential now, but it will be in a year or two when the product takes off.

E. Marketing isn't essential now, but it will be in a year or two when the product takes off.

Which of the following is NOT one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantage? A. Locational excellence B. Customer excellence C. Operational excellence D. Product excellence E. Planning excellence

E. Planning excellence

Marketing involves all of the following EXCEPT A. conducting exchanges. B. satisfying customer needs and wants. C. creating value. D. efforts by individuals and organizations. E. production scheduling.

E. Production scheduling

Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

E. Sharers

Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to? A. Bonders B. Creators C. Listeners D. Professionals E. Sharers

E. Sharers

Subway is a large chain of franchise sandwich shops. Marcia owns three Subway stores in a large city. At the end of the year, she notes that sales rose from two to five percent over last year's sales at Stores 1 and 2, but fell two percent at Store 3. Based on this information, how should Marcia reward (or punish) her store managers? A. She should give bonuses to the managers of Stores 1 and 2, and put the Store 3 manager on probation. B. She should ignore the sales data; this is not an appropriate marketing metric. C. She should give each manager a raise, tied to the store results. D. She should review at least ten years of sales data about her stores' performance before making a decision. E. She should seek more information about why the stores had different results before making a decision.

E. She should seek more information about why the stores had different results before making a decision

When referring to "exchange," marketers are focusing on A. the location where products and services are traded. B. the price charged, adjusted for currency exchange rates. C. location-based tactics for creating value. D. promotional offers designed to stimulate barter. E. the trading of things of value.

E. The trading of things of value

In its discussion of Nike and adidas, two major athletic shoe manufacturers, the text mentions that Nike has purchased Umbro, a sports brand that has appealed mainly to soccer (European football) enthusiasts in the past. This action suggests that Nike intends to compete head to head with adidas, which got its start designing soccer shoes. On a SWOT analysis for adidas, how should Nike's acquisition of Umbro be categorized? A. Strength B. Opportunity C. Weakness D. Segment E. Threat

E. Threat

After performing an STP analysis, marketers implement ____________ for each target market. A. pricing strategies B. promotion strategies C. place strategies D. product strategies E. all of these

E. all of these

Brad is reviewing the performance of his Subway sandwich store. As a franchisee, he has access to comparative data from other stores. Brad will likely look at ____________ data for other stores to help him to evaluate his performance. A. sales B. gross margin C. number of customers D. coupon redemption E. all of these

E. all of these

What is the appeal of Pinterest to marketers? A. allows big-box stores to compete on a cost-basis with online retailers B. helps create exclusive merchandise for retailers C. creates excitement about service or products through gamification D. generates customer engagement with products E. allows markets to receive unlimited product exposure from fans

E. allows markets to receive unlimited product exposure from fans

The fundamental goal of marketers when creating goods, services, or combinations of both, is to: A. defeat the competition. B. serve all consumers. C. operate according to government regulations. D. stimulate short-term sales. E. create value.

E. create value.

Fourteenth National Bank prides itself on offering better service than any of its competitors. If this is accurate, and if customers recognize and value Fourteenth National's superior service, the bank creates and delivers value through: A. promotional excellence. B. product excellence. C. operational excellence. D. global excellence. E. customer excellence.

E. customer excellence.

Many of today's college graduates will make their livings providing goods and services to "baby boomers," the large group of Americans born in the period after World War II. Baby boomers are a _________________ market segment. A. psychological B. behavioral C. social D. product-based E. demographic

E. demographic

How is the cost to companies and entrepreneurs using Google Analytics calculated? A. a few cents per 100 hits B. correlated to conversion rates of website C. flat fee D. free for individuals; corporate rates based on usage E. free for everyone

E. free for everyone

Gerald's Tire Store sets itself apart from competitors by the extra attention it pays to providing fast, courteous service in a clean, professional looking environment. Gerald's has used this strategy for over 40 years, expanding to 15 outlets. Gerald's Tire Store has created a ___________________ to create and deliver value and to develop a sustainable competitive advantage. A. segmentation strategy B. set of metrics C. market development strategy D. diversification strategy E. macro, or overarching, strategy

E. macro, or overarching, strategy

When considering career choices in marketing, many students overlook supply chain management because A. it is considered too quantitative. B. marketing has no responsibility for supply chain management. C. companies generally outsource these activities, and so there are rarely supply chain jobs available. D. it only takes place in large, urban areas. E. many of the activities take place behind the scenes.

E. many of the activities take place behind the scenes.

The final step in the process of creating a social media campaign is to A. develop a budget. B. identify the target audience. C.. set goals. D. design the elements of the campaign. E. monitor the program.

E. monitor the program.

Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's: A.strengths. B. opportunities. C. strengths and weaknesses. D. weaknesses. E. opportunities and threats.

E. opportunities and threats.

For many years, because of the size of the U.S. economy, domestic companies ignored international markets, preferring instead to develop new product offerings for existing customers. These companies were pursuing a ________________ strategy. A. market penetration B. market development C. segment development D. diversification E. product development

E. product development

In 2007, Apple Computer Company introduced its new iPhone, adding a cellular telephone, a camera, and Internet access to its iPod. The company was pursuing a(n) __________ strategy. A. market development B. market penetration C. operational excellence D. customer excellence E. product development

E. product development

Marketers who design and offer new products and services to their existing customers are pursuing a ____________________ growth strategy. A. product proliferation B. market development C. market penetration D. diversification E. product development

E. product development

Singapore Airlines seeks to differentiate itself from competing airlines, in part through innovative design of its airplane seats and in-flight entertainment systems. Through continuous innovation in these areas, Singapore Airlines is pursuing a __________ macro strategy. A. customer excellence B. global excellence C. locational excellence D. operational excellence E. product excellence

E. product excellence

Suppose your university made a sizable investment in its career services--additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students to find jobs. This investment would enhance the university's _____________ in an attempt to create value for students and recent graduates. A. segmentation strategy B. place strategy C. locational excellence strategy D. diversification strategy E. product strategy

E. product strategy

From a marketing perspective, what role is played by professional bloggers? A. engaging customers on behalf of companies B. introducing new products to the marketplace C. sharing videos and photos of products D. recruiting employees E. reviewing and giving product recommendations

E. reviewing and giving product recommendations

Delivering the value proposition is also known as A. endless chain marketing. B. a transactional orientation. C. wholesaling. D. product design. E. supply chain management.

E. supply chain management.

A buyer's representative in a real estate purchase was asked by her customer, "Is this a fair offer?" She responded, "You are only trying to buy one house. Do you want to offer more money than you have to?" The buyer's representative recognized that in most situations, home buyers are engaged in A. relationships. B. subterfuge. C. collective bargaining. D. prestige purchases. E. transactions.

E. transactions.

Christie has just started with a travel agency, and she has been offering clients and prospective clients a range of packaged tours. She is concerned, because the commissions she is earning on her sales are lower than she had hoped. Her colleague Peter, who has been with the agency for several years, is having a great deal of success by working closely with the clients, seeking their ideas, and building customized tour packages for each one based on their suggestions. Peter's approach is based on A. transaction-oriented marketing. B. premium pricing. C. his seniority at the firm. D. special incentives from tour operators. E. value cocreation.

E. value cocreation.

Kathy reviews her division's quarterly results and sees that some units exceeded goals while others did not. Next, she will attempt to determine why performance of the different units varied, and whether the variation: A. created a net benefit or loss. B. should be reported to senior executives or not. C. was consistent with the company's mission statement. D. offers opportunities for diversification. E. was due to factors within or outside the firm's control.

E. was due to factors within or outside the firm's control.

Value is A. the lowest cost option. B. represented by brand names. C. the highest priced alternative. D. everyday low prices. E. what you get for what you give.

E. what you get for what you give.