Tingnan ang lahat ng mga set ng pag-aaral

MKT101

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

) Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use? A) Yankelovich's Monitor B) commercial online databases C) online questionnaires D) Web search engines E) local chambers of commerce

C) noise

24) Which of the following is NOT one of the four major communication functions? A) feedback B) encoding C) noise D) response E) decoding

25) The third part of the marketing strategy statement includes all of the following EXCEPT ________. A) long-run sales B) profit goals C) marketing mix strategies D) short-run sales E) A and C

D) promotional allowance

25) When General Motors provides payments or price reductions to its new car dealers as rewards for participating in advertising and sales support programs, it is granting a ________. A) trade discount B) functional discount C) cash discount D) promotional allowance E) trade credit

27) The main difference between ________ organizations and other contractual systems is that these systems are normally based on some unique product or service. A) voluntary chain B) retailer cooperative C) franchise D) agent E) warehouse-club

28) McDonald's, Subway, and Pizza Hut are all examples of a ________. A) voluntary chain B) retailer cooperative C) franchise D) full-service retailer E) power center

28) Once managers of The Grecian Urn have decided on their product concept and marketing strategy, they can evaluate the business attractiveness of the proposal in the ________ stage of the new-product development process. A) business feasibility B) feasibility study C) business analysis D) product acceptance E) concept testing

C) customer-segmented pricing

28) The New Age Gallery has three admission prices for students, adults, and seniors. All three groups are entitled to the same services. This form of pricing is called ________. A) time pricing B) location pricing C) customer-segmented pricing D) revenue management pricing E) generational pricing

C) feedback

28) When a customer lets a producer know something about its products or advertising, the customer is providing ________. A) decoding B) noise C) feedback D) encoding E) reverse marketing

30) Once the product or service passes the business analysis test, it moves into what stage? A) concept development B) product development C) market testing D) strategy development E) product proposal

B) having a higher quality

31) Consumers usually perceive higher-priced products as ________. A) being in the maturity stage of the product life cycle B) having a higher quality C) having low profit margins D) popular brands E) being in the introductory stage of the product life cycle

C) encoding; decodes

32) Marketing communicators must be good at ________ messages that take into account how the target audience ________ them. A) delivering; encodes B) sending; encodes C) encoding; decodes D) retrieving; perceives E) decoding; receives

34) Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________. A) test marketing B) focus group surveys C) commercialization D) post-testing E) business analysis

39) Introducing a new product into the market is called ________. A) test marketing B) new product development C) experimenting D) commercialization E) marketing development

C) two-part

13) In the case of services, captive product pricing is called ________ pricing. A) by-product B) optional product C) two-part D) bundle E) segmented

18. ________ sell standard merchandise at lower prices by accepting lower margins and selling higher volume. A) Merchant wholesalers B) Discount stores C) Full-service retailers D) Limited-service retailers E) Factory outlets

19) In the concept testing stage of new-product development, a product concept in ________ form is presented to groups of target consumers. A) physical or symbolic B) experiential C) final D) market-tested E) commercial

E) the same message, look, and feel

19) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same message, look, and feel

C) market-skimming pricing

2) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________. A) market-level pricing B) market-competitive pricing C) market-skimming pricing D) market-price lining E) market-price filling

Consumers undertaking which of the following would be most likely to be identified as "cocooning" or "nesting"? xu huong moi cua My A) taking a cruise B) taking up a new sport C) having a home entertainment center installed D) hiking the Grand Canyon E) traveling to Asia

1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment? A) long-range planning B) short-range planning C) media planning D) strategic planning E) annual planning

1) Which of the following is NOT a typical supply chain member? A) resellers B) customers C) intermediaries D) government agencies E) raw materials supplier

12) Revlon has clearly defined its "mission" of selling lifestyle and self-expression. In order for the firm to launch its strategic plan, the mission needs to next be turned into detailed ________ that guide each level of the company. A) sets of strategies B) sets of tactics C) product mixes D) supporting objectives E) sets of promotional tools

13) In marketing terms, we say that the number of intermediary levels indicates the ________ of a channel. A) depth B) complexity C) involvement D) length E) width

13) The collection of businesses and products that make up a company is called its ________. A) strategic business unit B) mission statement C) strategic plan D) business portfolio E) operational factor

15) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing E) managing the marketing effort

16) Which of the following is the set of benefits a company promises to deliver to customers to satisfy their needs? A) a money-back guarantee B) low pricing C) customer service D) a value proposition E) an attribute

20) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness. A) relative market share B) market development C) market penetration D) market growth rate E) market segmentation

22) The product concept says that a company should do which of the following? A) improve marketing of its best products B) market only those products with high customer appeal C) focus on the target market and make products that meet those customers' demands D) focus on making continuous product improvements E) make promoting products the top priority

23) "Build a better mousetrap and the world will beat a path to your door" reflects the ________ concept. A) production B) marketing C) selling D) product E) target marketing

3) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating

31) Customer-driven marketing usually works well when ________ and when customers ________. A) a clear need exists; are difficult to identify B) customers know what they want; are loyal to the brand C) a firm can deliver the goods desired; are thoroughly researched D) a clear need exists; know what they want E) a need exists; don't know what they want

35) Which marketing orientation holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being? A) marketing concept B) selling concept C) product concept D) societal marketing concept E) equity concept

39) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________. A) market development B) product development C) business portfolio D) value chain E) supplier chain

57) In a basic SWOT analysis, the "S" stands for ________. A) situation B) solutions C) satisfactions D) strengths E) strategies

67) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty? A) barnacles B) strangers C) butterflies D) true friends E) big fish

69) In the proper order, identify the correct terms for these intermodal transportation combinations: rail and truck, water and truck, water and rail. A) fishyback; airtruck; trainship B) piggyback; airtruck; fishyback C) trainship; fishyback; piggyback D) piggyback; fishyback; trainship E) piggyback, fishyback; birdyback

71) Which of the following is NOT a step in the marketing control process? A) setting goals B) measuring performance C) taking corrective action D) defining the mission E) evaluating the causes of gaps between expected and actual performance

74) Which of the following measures the profits generated by investments in marketing activities? A) SWOT analysis B) a marketing audit C) an executive summary D) marketing ROI E) a budget

75) UPS Supply Chain Solutions, which handles all of its clients' "grunt work" associated with logistics, is an example of ________. A) integrated logistics management B) a distribution center C) selective distribution D) a third-party logistics provider E) a cross-functional, cross-company team

75) Which of the following would NOT be useful in determining marketing ROI? A) a marketing dashboard B) brand awareness C) market share D) SWOT analysis E) customer equity

78) Which of the following is the best example of a direct channel? A) J&L Manufacturing Company sells drapery hardware to The Home Depot's Design Center, and the Design Center then sells it to consumers. B) Family Dollar Store sells modeling clay to school-age children. C) A wholesaler sells candy to convenience stores, who then sell it to store patrons. D) Farmer Mintz sells corn to the Hughes household, who will eat it for supper. E) A farmer in Columbia sells flowers to an international broker, who makes sure the flowers reach consumers in the United States.

80) When two Taco Bell restaurants have a disagreement over who should be able to sell in quantity at a discount to the local high school band, they are in a ________ conflict. A) vertical B) conventional channel C) logistics D) horizontal E) functional

89) Serengeti makes lightweight sunglasses with 100 percent UV protection for people who love to hunt, hike, and bike ride. Its long-term plans include the development of lenses that, in addition to protecting users from UV rays, will also have effective water-sheeting action to reduce lens spotting. This new feature will be valuable to people who fish. Serengeti has determined that fishing is one of the fastest growing sports in the United States. In terms of a SWOT analysis, Serengeti has recognized a market ________. A) weakness B) strength C) threat D) opportunity E) trend

9) All of the following are examples of product-oriented mission statements EXCEPT which one? A) "We are an online video service." B) "We run theme parks." C) "We sell shoes." D) "We sell lifestyle and self-expression; success and status; memories, hopes, and dreams." E) "We rent hotel rooms."

B) Market-penetration

5) ________ pricing is the approach of setting a low initial price in order to attract a large number of buyers quickly and win a large market share. A) Market-skimming B) Market-penetration C) Below-market D) Value-based E) Leader

C) personal

50) Communication through the mail is categorized as a(n) ________ communication channel. A) nonpersonal B) word-of-mouth C) personal D) objective E) ineffective

50) Convergence means greater ________ for retailers and greater difficulty in ________ offerings. A) differentiating; pricing B) sales; differentiating C) profit margins; sales D) competition; differentiating E) branding; differentiating

B) selling strategies

50) Price escalation in international markets may result from differences in market conditions or ________. A) cultural preferences B) selling strategies C) regional tastes D) customer perceptions E) language barriers

55) Touch-screen kiosks, customer-loyalty cards, handheld shopping assistants, and self- scanning checkout systems are all examples of how retailers use technology to ________. A) maintain inventory costs B) send information between stores C) meet consumers' expectations D) produce more accurate forecasts E) interact with suppliers

C) Feedback

55) ________ from marketing communications may suggest changes in the promotion program or in the product offer itself. A) Encoding B) Decoding C) Feedback D) Noise E) Shelter

56) All of the following are stages in the PLC EXCEPT ________. A) introduction B) growth C) maturity D) adoption E) decline

56) Most ________ retailers are significantly behind ________ retailers in global expansion. A) African; Peruvian B) European; American C) American; European and Asian D) Asian; American E) Asian; African

59) ________ buy mostly from producers and sell to retailers and industrial consumers. A) Independents B) Factory outlets C) Wholesalers D) Discount stores E) Megaretailers

C) moving its brand into a higher price-value position

61) When a firm improves the quality and increases the price of a product in reaction to a competitor making a price reduction, the firm is ________. A) moving its brand into a less competitive position B) negatively positioning its product C) moving its brand into a higher price-value position D) creating a "fighter brand" E) narrowing its target market

61) Which of the following is NOT one of a wholesaler's channel functions? A) financing B) risk bearing C) providing market information D) off-price retailing E) bulk-breaking

65) ________ are the largest group of wholesalers. The group can be divided into the two broad types of full-service and limited-service. A) Brokers B) Manufacturer sellers C) Agents D) Merchant wholesalers E) Specialty wholesalers

66) Which of the following would lead to greater competition in the maturity stage of the PLC? A) overcapacity B) market pioneers C) poor management D) inadequate promotion E) diminishing budgets

68) A(n) ________ brings buyers and sellers together and assists in negotiations. A) agent B) broker C) retailer D) wholesaler E) retail convergence

C) direct marketing

68) Which promotional tool is described as nonpublic, immediate, customized, and interactive? A) segmented advertising B) sales promotion C) direct marketing D) brand contacts E) public relations

69) Which of the following best represents the options a company has when a product is declining? A) maintain or harvest the product B) harvest or drop the product C) maintain, harvest, or drop the product D) maintain or pioneer the product E) pioneer, harvest, or maintain the product

7) Executives, manufacturing employees, and salespeople are all examples of ________. A) external sources for new-product ideas B) internal sources for new-product ideas C) core members of innovation management systems D) research and development team members E) test marketers

70) Like retailers, wholesalers must ________ their target markets and ________ themselves effectively, for they cannot serve everyone. A) define; position B) position; define C) discount; franchise D) franchise; discount E) identify; compare

C) push

70) Which promotional mix strategy directs marketing efforts toward market channel members? A) pull B) blitz C) push D) buzz E) pulse

71) Manufacturers must comply with specific laws regarding ________. A) profit margins B) product quality and safety C) product harvesting D) distribution channel length E) product life cycles

C) Price confusion

73) ________ results when a company uses pricing methods that make it difficult for consumers to understand just what price they are really paying. A) Comparison pricing B) Skimming pricing C) Price confusion D) Predatory pricing E) Price collusion

75) In response to slow growth in their domestic markets, many wholesalers are ________. A) contracting their international business B) increasing their international business C) divesting themselves of costly technologies D) lengthening the marketing channel E) reducing elaborate promotional efforts

C) customers who were not seeking a product

75) The FTC has adopted a three-day cooling-off rule to give special protection to ________. A) customers who purchased because of deceptive advertising B) customers who purchased because of bait-and-switch tactics C) customers who were not seeking a product D) resellers who do not receive proportionately equal treatment from manufacturers E) resellers who are not covered by the Robinson-Patnam Act

B) personal selling

76) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) personal selling C) public relations D) direct marketing E) advertising

A) product line pricing

79) When Circuit Town Electronics sets its televisions at three price levels of $699, $899, and $1,099, it is using ________. A) product line pricing B) market-skimming pricing C) market-penetration pricing D) break-even pricing E) target return pricing

D) moral

86) An example of a(n) ________ appeal is the Salvation Army appeal, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing." A) emotional B) awareness C) rational D) moral E) standard

D) basing-point pricing

89) The JC Whitney Company of Chicago offers replacement parts for older Volkswagen Beetles. Parts are often shipped from other locations throughout the United States. However, the company charges for shipping as if every part was shipped from its Chicago headquarters. The company practices ________. A) FOB-origin pricing B) uniform-delivered pricing C) zone pricing D) basing-point pricing E) none of the above

89) When Heinz introduced EZ Squirt packaging and new colors such as Blastin' Green and Awesome Orange to revitalize consumer buying, the company was ________. A) modifying the market B) modifying the pricing strategy C) modifying the distribution D) modifying the product E) dropping the product

D) unbundled product pricing

9) A marketer must be familiar with the five major product mix pricing situations. Which of the following is NOT one of them? A) product line pricing B) optional product pricing C) captive product pricing D) unbundled product pricing E) by-product pricing

C) the Internet and other technologies

9) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. A) marketing communications B) direct marketing C) the Internet and other technologies D) mass market media E) informative advertising

9) Which of the following is NOT a recommended method for companies to tap into their customers as sources for new-product ideas? A) analyzing customer complaints and questions B) relying heavily on customers to know what types of technical products they need C) working alongside customers to get ideas and suggestions D) turning customers into cocreators E) putting customer-created products on the market

90) P&G has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products. A) further test B) maintain C) drop D) harvest E) ignore the test market results of

90) You own an independent store in your neighborhood. You still like to offer fresh seafood in your meat display case. Which type of wholesaler might best serve you? A) cash-and- carry wholesaler B) rack jobber C) drop shipper D) mail-order wholesaler E) agents and brokers

91) When Kraft focused on cost-cutting with its older and established brands, leaving them to wither without much investment or modification, Kraft decided to ________ the older products. A) extend B) maintain C) drop D) harvest E) review

D) launching a "fighter brand"

92) In response to price cuts from competitors, a cereal company with several more expensive and higher quality cereals introduced a lower-priced option to its product line. This is an example of which of the following responses to a competitor's price cut? A) raising the perceived value of a product B) improving product quality C) accepting a reduced market share D) launching a "fighter brand" E) using high-low pricing

94) SuperValu, traditionally classified as a food wholesaler, has recently started or acquired several retail food chains of its own, including Albertsons, Jewel-Osco, and Cub Foods. Which of the following trends is this an example of? A) movement toward self-service retailing B) the growing domination of superstores C) the decline of the voluntary chain D) retail convergence E) the blurring of distinctions between retailers and wholesalers

D) network television advertising

99) Which of the following would be the LEAST effective way for John and Barb to reach new potential customers? A) word-of-mouth influence B) buzz marketing C) public relations D) network television advertising E) direct marketing

D) The quality and image of the products would not have likely supported the high initial price.

99) Why might have Charles Powell have avoided using market-skimming pricing at Quills? A) A high price was likely to produce more market growth. B) It was difficult for competitors to enter the market. C) The costs of producing a larger volume of the firm's products were too high. D) The quality and image of the products would not have likely supported the high initial price. E) The market for the products was not highly price sensitive.

21) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market. A) relative market share B) market development C) market diversification D) market growth rate E) market segmentation

39) Of the following, which is the most important concept of modern marketing? A) customer relationship management B) e-mail advertising C) mass marketing D) properly trained sales people E) low prices

4) When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a ________. A) value delivery network B) channel of distribution C) supply chain D) demand chain E) conventional distribution channel

41) Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market offering relative to those of competing offers. A) personal assessment B) rational expectations C) accurate assessment D) objective evaluation E) emotional understanding

43) A sound marketing strategy begins with which of the following? A) customer analysis B) positioning C) differentiation D) promotion E) BCG analysis

44) Your firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct order of doing so? A) market segmentation then market targeting B) differentiation then market targeting C) positioning then differentiation D) market segmentation then positioning E) market targeting then differentiation

47) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________. A) frequency marketing program B) basic customer relationship C) club marketing program D) partner relationship management technique E) structural benefit

50) Which of the following is the place a product occupies in the consumer's mind relative to competition? A) position B) placement C) market segmentation D) market targeting E) product promotion

51) China and India each contain more than one billion people. However, companies can access only a small percentage of these potential markets due to ________. A) inadequate distribution systems B) indifference toward Western products C) high regional taxes D) the religious caste system E) insurmountable language barriers

53) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________. A) product B) price C) promotion D) place E) position

54) Partner relationship management focuses on working with ________ to bring more value to customers. A) partners inside and outside of the company B) competitors C) consumers D) interest groups E) partners outside of the company only

58) The final step in the marketing process is ________. A) capturing value from customers B) creating customer loyalty C) creating customer lifetime value D) understanding the marketplace E) designing a customer-driven marketing strategy

63) IBM has its sales and marketing people assigned to markets in specific countries, regions, and districts. This is an example of which type of marketing organization? A) geographic B) product C) functional D) divisional E) psychographic

81) Staples Office Supply opened an online store that created competition with many of its dealers. The corporate office created a(n) ________ conflict. A) vertical B) conventional channel C) logistics D) horizontal E) intermediation

87) Which product will most likely be exclusively distributed? A) BMW cars B) Levi's blue jeans C) Bazooka bubble gum D) Prairie Farms yogurt E) Coca-Cola

Lifestyle characteristics and personality characteristics are two types of variables used in ________ segmentation. A) demographic B) behavioral C) social class D) psychographic E) user status

MTV targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. This is called ________ segmentation. A) political and legal B) cross-cultural C) cultural D) intermarket E) individual

By studying its less loyal buyers, a company can detect which brands are most ________ its own. A) competitive with B) used with C) overlooked with D) similar to E) complementary to

Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________. A) intermarket segmentation B) loyalty segmentation C) life-cycle segmentation D) targeting segmentation E) psychographic segmentation

Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting? A) undifferentiated marketing B) differentiated marketing C) target marketing D) concentrated marketing E) micromarketing

Most attempts to target children and minority groups provide ________ to target customers. A) benefits B) education C) disadvantages D) harm E) expenses

Objective: 12-5 93) Which of the following modes of transportation would most likely be used to quickly haul lettuce from California where it was grown to markets in Nevada? A) trucks B) piggyback C) air D) pipeline E) water

When choosing a target marketing strategy, many factors need to be considered. Which of the following does your text NOT mention as important? A) company resources B) degree of product variability C) product life-cycle stage D) product cost E) competitors' marketing strategies

What competitive positioning can attack a more-for- more strategy by introducing a brand offering with comparable quality at a lower price? A) more-for- the-same B) more-for- less C) same-for- less D) less-for- much-less E) all-or- nothing

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go." A) positioning statement B) service differentiation C) concentrated segmentation D) competitive advantage E) irresponsible target marketing

When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________. A) measurable B) accessible C) substantial D) actionable E) observable

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy? A) market segmenting B) mass marketing C) differentiation D) targeting E) positioning

A consumer is most likely to be paid a small fee for participating in which of the following? A) a telephone interview B) a mail-in survey C) an Internet survey D) a focus group interview E) an observational interview

A consumer organization, environmental group, or minority group has challenged your firm's stand on a local issue. Your firm is being challenged by a ________ public. A) local B) general C) government D) citizen-action cac to chuc bao ve quyen loi cua dan E) media

A country with a(n) ________ economy has rich markets for many different kinds of goods. A) industrial B) service C) developing D) subsistence E) multicultural

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood is an example of a(n) ________. A) convenience product B) shopping product C) specialty product D) service E) product attribute

A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service. A) service B) brand C) co-branding D) internal marketing E) external marketing

A(n) ________ is defined as any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives. A) team B) competitor C) market D) public E) intermediary

A(n) ________ represents consumers' perceptions and feelings about a product and its performance. A) product line B) experience C) brand D) service E) attribute

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. A) manufacturer's brand B) multibrands C) private brand D) licensed brand E) co-branding

All of the groups within a company are called the ________. A) cultural environment B) local public C) internal environment D) corporate culture E) general public

An alternative to product line stretching is ________, adding more items within the present range of the line. A) product mixing B) interactive marketing C) product line filling D) co-branding E) service marketing

11) All of the following are accurate guidelines for a company's mission statement EXCEPT which one? A) A mission statement should be realistic. B) A mission statement should be narrow. C) A mission statement should emphasize the company's strengths in the marketplace. D) A mission statement should be specific. E) A mission statement should motivate employees.

11) Which of the following is NOT a key function that intermediaries play in helping to fulfill a completed transaction? A) physical distribution B) promotion C) financing D) risk taking E) storing goods

19) An advantage of a channel of distribution over selling direct to consumers is that each channel member plays a(n) ________ in the channel. A) time-saving part B) specialized role C) decisional role D) informational role E) disciplinary role

24) ________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment. A) Stars B) Cash cows C) Question marks D) Dogs E) Cats

29) Unlike strategic-planning efforts of the past, which were conducted primarily by senior managers, today's strategic planning is ________. A) short-term oriented B) decentralized C) limitation-free D) product oriented E) centralized

3) Another term for the supply chain that suggests a sense and respond view of the market is ________. A) supply and demand chain B) demand chain C) channel of distribution D) distribution channel E) physical distribution

30) Leadership in which type of marketing system is assumed not through common ownership or contractual ties but through the size and power of one or a few dominant channel members? A) horizontal marketing system B) administered VMS C) corporate VMS D) multichannel distribution system E) conventional marketing channel

31) In a ________, two or more companies at one level join together to develop a new marketing opportunity. A) franchise B) horizontal marketing system C) corporate VMS D) multichannel distribution system E) conventional distribution channel

33) Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of the company have most likely found the grid to be quite useful for identifying ________. A) target markets B) growth opportunities C) key customers D) new products E) suppliers

33) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing. A) customer-driven B) customer-driving C) societal D) production E) product

34) Making more sales to current customers without changing a firm's products is ________. A) market attractiveness B) market penetration C) market development D) product development E) diversification

38) Which of the following should be the first step in designing a marketing channel? A) identifying channel objectives B) identifying what consumers want from the channel C) analyzing channel alternatives D) evaluating intermediaries E) exploring international opportunities

42) Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix. A) Sales goals B) Customer value and relationships C) Company objectives D) Customer retention rates E) Competitors

43) Which type of product might require a more direct marketing channel to avoid delays and too much handling? A) lower-priced products B) perishable products C) high-priced products D) products in their maturity stage E) products in their decline stage

44) Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service? A) barnacles B) customer evangelists C) butterflies D) full partners E) social customers

45) The process of customer-driven marketing involves which of the following? A) product; price; promotion; adaptation B) market segmentation; market targeting; differentiation; positioning C) marketing analysis; planning; implementation; feedback D) analysis; targeting; implementation; control E) problem identification; information search; decision; implementation

46) You are an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship would be most profitable for you to develop with these customers? A) full partnerships B) basic relationships C) basic partnerships D) club programs E) selective relationships

48) When establishing the responsibilities of channel members, the producer establishes a list price, sets discounts for intermediaries, and defines each channel member's ________. A) sales limits B) territory C) legal rights D) customers E) mission

50) It is most common for international marketers to ________ their channel strategies for each country. A) extend B) adapt C) restrict D) seek approval for E) eliminate

52) Greater consumer control means that companies must rely more on marketing by ________ than by ________. A) interruption; involvement B) attraction; intrusion C) socialization; information D) producing; selling E) inspiration; competition

6) ________ are human needs as shaped by individual personality and culture. A) Needs B) Wants C) Demands D) Values E) Exchanges

61) ________ logistics concerns the methods consumers use to send products to a producer for return or repair. A) Inbound B) Reverse C) Outbound D) Vertical E) Horizontal

66) A potentially highly profitable, short-term customer is a ________. A) true friend B) butterfly C) stranger D) barnacle E) true believer

69) Since the beginning of the Great Recession, marketers have been emphasizing the ________ of their products more than ever. A) image B) value C) personality D) safety E) uniqueness

75) As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________. A) taking a local view of their industry B) purchasing more supplies abroad C) reducing competition within their industry D) downplaying concerns for social responsibility E) competing solely in traditional marketplaces

8) Intermediaries play an important role in matching ________. A) dealer with customer B) supply and demand C) product to region D) manufacturer to product E) information and promotion

The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are ________. A) measurable B) accessible C) substantial D) actionable E) profitable

Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? A) services differentiation B) channel differentiation C) people differentiation D) product differentiation E) price differentiation

Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples B) research firms C) customer relationships with nationals D) relations with channel members E) analytical models

36) Due in a large part to advances in technology, ________ is a major trend whereby product and service producers are bypassing intermediaries and going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones. A) the vertical marketing system B) the corporate marketing system C) disintermediation D) the corporate merger E) the hostile takeover

36) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________. A) human welfare B) want satisfaction C) company profits D) short-run wants E) long-term needs

37) The set of marketing tools a firm uses to implement its marketing strategy is called the ________. A) promotion mix B) product mix C) marketing mix D) TQM E) marketing effort

38) Which of the following is NOT a reason that a firm might want to abandon products or markets? A) The market has changed, making some of the products less profitable. B) The firm has entered areas in which it does not have expertise. C) The economic environment is showing signs of recovery. D) The firm has grown too rapidly. E) The firm has not properly researched foreign markets which it has entered.

39) To increase a channel's service level, the channel must provide a greater assortment of products, more add-on services, or ________. A) lower prices B) fewer middlemen C) faster delivery D) more competition E) less follow-up

4) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? A) the first two only B) the first three only C) the first four only D) the last three only E) the last four only

41) When a company is identifying its major channel alternatives, it should consider its choices in terms of ________ of intermediaries. A) size, power, and profitability B) power, cooperativeness, and location C) types, number, and responsibilities D) capacity, creativity, profitability E) types, breadth, depth

45) Which of the following strategies would a company most likely use to increase customer satisfaction? A) decreasing the variety of offered services B) divesting C) lowering prices D) "firing" unprofitable customers E) limiting customer experiences with a brand

51) Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value. A) pricing B) aligning C) differentiating D) promoting E) placing

56) In a basic SWOT analysis the "T" stands for ________. A) timing B) trust C) threats D) trade E) tangible

62) ________ is one of the best ways to increase share of customer. A) Targeting new customers B) Using bait and switch C) Cross-selling D) Divesting E) Partnership marketing

Cigarette, beer, and fast-food marketers have generated much controversy in recent years by their attempts to target ________. A) urban professionals B) the elderly C) inner-city minorities D) the poor in foreign markets E) suburban adults

Using concentrated marketing, the marketer goes after a ________ share of ________. A) small; a small market B) small; a large market C) large; one or a few niches D) large; the mass market E) moderate; local

What are the four steps, in order, to designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and targeting B) positioning, market segmentation, mass marketing, and targeting C) market segmentation, targeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence

When a business market segment is large or profitable enough to serve, it is termed ________. A) measurable B) accessible C) substantial D) actionable E) differentiable

When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. A) adapted marketing B) mass marketing C) market targeting D) segmenting E) differentiation

When a company interacts one-on- one with large numbers of customers to create customer- unique value by designing products and services tailor-made to individual needs, it is following ________. A) micromarketing B) mass marketing C) mass customization D) differentiated marketing E) localization

When comparing itself to its competitors, Hidden Valley describes its Ranch dressing as the original. This is the ________ the manufacturer has planned for the product. A) marketing mix B) market segment C) position D) services differentiation E) channel differentiation

Which of the following is NOT one of the reasons a segment would be less attractive to a company? A) strong competitors B) substitute products C) concentrated market D) power of buyers E) power of suppliers

Michael Quinones is a customer service agent for a national car rental business. He has access to the company's intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michael to do during interactions with customers? Lay thong tin khach hang cua cong ty A) analyze primary data B) use data mining techniques C) share information with value-network partners D) reward customer loyalty with an upgrade or discount E) evaluate marketing intelligence

Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. A) consumers B) industrial users C) brand extensions D) co-branders E) wholesalers

Nielsen and the MONITOR are two sources that provide ________. A) primary data B) secondary data C) reality mining data D) causal research designs E) mechanical devices

Of the following, which ethnic minority is expected to be nearly 25% of the U.S. population by 2050? A) African Americans B) Asian Americans C) Hispanics D) Native Americans E) Arab Americans

Over the past two decades, the U.S. population has shifted most heavily toward the ________ states. A) Midwestern B) Northern C) Sunbelt D) Southeastern E) Northeastern

Paper, pencils, paint, nails, and brooms are examples of ________. A) supplies B) capital items C) raw materials D) specialty products E) installations

Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. Percy Original caters to a ________ market. A) business B) reseller C) government D) consumer E) marketing intermediary

The ________ requires sellers to provide detailed nutritional information on food products. A) Fair Packaging and Labeling Act of 1966 B) Nutritional Labeling and Educational Act of 1990 C) Labeling Act of 1970 D) Packaging Act of 1970 E) Federal Trade Commission Act of 1990

The fundamental asset underlying brand equity is ________ the value of the customer relationships that the brand creates. A) the customer mix B) customer equity C) the product experience D) service variability E) the service encounter

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. A) desirable benefit B) good packaging C) service inseparability D) strong beliefs and values E) customer image

The three largest generational groups in America are the baby boomers, Generation X, and ________. A) seniors B) Millennials C) teens D) tweens E) toddlers

The total financial value of a brand is estimated through the process of brand ________. A) differentiation B) valuation C) extension D) positioning E) equity

The youngest of the baby boomers are now in their ________. A) late 20s B) mid-20s C) mid-40s D) early 50s E) early 60s

Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) service inseparability B) service intangibility C) service variability D) internal marketing E) external marketing

To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following? A) lower entree prices between 4 p.m. and 6 p.m. B) provide clean tablecloths and cloth napkins for each new customer C) empower employees to handle customer complaints D) offer a service guarantee to ensure customers that food quality will be consistent E) offer regular employee workshops focusing on customer service

Value marketing is the strategy of offering consumers ________. A) high quality at a high price B) luxury quality at a high price C) lesser quality at a low price D) reasonable quality at a fair price E) little quality at a low price

What are the two main types of research instruments used to collect primary data? A) surveys and samples B) questionnaires and mechanical devices C) focus groups and online databases D) online panels and experiments E) personal interviews and online marketing research

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. A) experiments B) informal surveys C) observation D) marketing intelligence E) direct marketing

Which of the following American government agencies is charged with setting and enforcing pollution standards? A) the Environmental Protection Agency (EPA) B) the Federal Trade Commission (FTC) C) the Food and Drug Administration (FDA) D) the Consumer Product Safety Commission E) the Federal Energy Regulatory Commission

Which of the following demographic forces has most likely influenced the recent upscale atmosphere of the area surrounding Witmer Lake? A) baby boomers reaching their peak earning and spending years B) Gen Xers displacing the lifestyles of baby boomers C) Millennials beginning to assert their buying power D) the changing structure of the American family E) the growing ethnic diversity of the country

Which of the following forces would marketers be MOST likely able to influence? A) geographic population shifts B) core cultural values C) income distribution D) increasing ethnic diversity E) media publics

Which of the following has encouraged marketers to go beyond what is required by law and pursue environmentally sustainable strategies? A) the EPA B) the black market C) the green movement D) deregulation E) green intervention

Which of the following has the highest rating for speed of data collection and compilation? A) open-ended questionnaires B) personal interviews C) mail surveys D) Internet surveys E) ethnographic research

Which of the following is NOT a challenge presented by the product life cycle that a firm must face? A) All products eventually decline. B) Changing tastes, technologies, and competition affect the marketing of the product as it passes through life-cycle stages. C) A firm must be good at developing new products to replace aging ones. D) A firm must be good at adapting its marketing strategies. E) It is difficult to plot the stages as a product goes through them.

Which of the following is NOT a desirable quality for a brand name? A) It should suggest something about the product's benefits and qualities. B) It should be easy to pronounce, recognize, and remember. C) The brand should almost always be a long word to get attention. D) The name should translate easily into foreign languages. E) It should be distinctive.

Which of the following is NOT an example of the type of public that is part of a company's marketing environment? A) financial B) media C) government D) citizen-action E) marketing department

Which of the following is NOT considered a source of competitive marketing intelligence? A) suppliers B) resellers C) key customers D) causal research E) activities of competitors

Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand differentiation B) brand knowledge C) brand valuation D) brand esteem E) brand relevance

Which of the following is a disadvantage of online focus groups? Thieu tap trung cho nhom A) Participants must be in a central location. B) The Internet format can lack the real-world group dynamics of in-person focus groups. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.

Which of the following is a potential downside to using patriotic themes in marketing programs? A) Patriotism has been on the decline in the past decade. B) Levels of patriotism fluctuate rapidly. C) Such promotions can be viewed as attempts to gain from others' triumph or tragedy. D) Americans are less confident in political organizations. E) Few marketers currently use this technique.

Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) interactive marketing B) internal marketing C) product attributes D) strong beliefs and values E) added service

Which of the following most accurately reflects the popularity of telecommuting? A) Almost all American businesses are expected to offer telecommuting options within the next decade. B) More than half of American businesses currently offer telecommuting programs for their employees. C) About 40% of American businesses currently offer telecommuting programs for their employees. D) About 25% of American businesses currently offer telecommuting programs for their employees. E) The percentage of American businesses offering telecommuting programs is expected to decline within the next decade.

Which of the following product offerings is intangible? A) fish for an aquarium B) refillable ink cartridges for a computer printer C) a mink coat D) a meal at a fast-food restaurant E) a limousine ride

Which of the following provides those within the company ready access to company research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranet B) an extranet C) the Internet D) marketing research E) marketing intelligence

Which of the following statements is NOT true regarding information collected for marketers? A) Many managers lack information of the right kind. B) Most managers do not need more information. C) Most managers need better information. D) Many managers are burdened by data overload. E) Managers have enough of the right information.

Which type of market buys goods and services to produce public services or to transfer them to others who need them? A) government B) reseller C) wholesale D) consumer E) retail

You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product. A) convenience B) unsought C) specialty D) shopping E) augmented

You have decided to use only open-ended questions on your survey. Which of the following questions would NOT be found on your survey? A) Why is voting important to you? B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation? E) What are the most important qualities in a friend?

Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? A) demographic B) psychographic C) economic D) geographic E) cultural

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Industrial products E) Line extensions

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. A) Specialty products B) Line extensions C) Unsought products D) Shopping products E) Staples

________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. A) Shopping products B) Convenience products C) Unsought products D) Industrial products E) Line extensions

________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Line extensions D) Industrial products E) Straight extensions

________ are those products purchased for further processing or for use in conducting a business. A) Unsought products B) Specialty products C) Shopping products D) Industrial products E) Accessories

________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. A) Person marketing B) Organization marketing C) Internal marketing D) Service variability E) Intelligence marketing

________ contributes to a product's usefulness as well as to its looks. A) Style B) Design C) Conformance quality D) Brand E) Functionality

________ is used when two established brand names of different companies are used on the same product. A) A brand extension B) Brand equity C) Co-branding D) Internal marketing E) Cannibalization

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter. A) Interactive marketing B) Service differentiation C) Service productivity D) Internal marketing E) External marketing

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) A line extension B) A brand extension C) Interactive marketing D) Service variability E) Service intangibility

12) Underpriced products sell very well, but they produce less revenue than they would have if price were raised to the ________ level. A) perceived B) elastic C) variable D) demand curve E) price-floor

40) One reason ________ remains popular is that sellers are more certain about costs than about demand. A) markup pricing B) skimming pricing C) inelasticity pricing D) elasticity pricing E) penetration pricing

48) The qualities that buyers value most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and ________. A) good listening B) good presenting C) sympathy D) caring E) candor

50) Cell phones are one type of ________. A) digital media B) consumer-generated media C) outdoor media D) indirect media E) traditional media

6) Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. A) objectives B) budgets C) strategies D) campaigns E) evaluations

65) A problem with the rapidly expanding use of e-purchasing is that it ________. A) can erode established customer-supplier relationships B) saves less time than expected C) generates more transactions to document D) generates less cost savings than predicted E) reduces the amount of time purchasing people can spend on strategic issues

69) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase. A) perceived performance B) brand personality C) recognition D) consumer market E) service quality

73) There are many factors considered in government buying, but ________ is typically the most important. A) price B) public relations C) advertising D) personal selling E) packaging

87) You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ________. A) reach B) frequency C) impact D) engagement E) qualitative value

88) An insert in a Land's End catalog offers free shipping on your next purchase. This is an example of a ________. A) sales promotion B) POP promotion C) trade promotion D) price pack E) premium

89) In Vin del Mar, Chile, there are a dozen stores specializing in selling the same quality of seafood products on one street. An individual store dare not charge more than the going price without the risk of losing business to the other stores that are selling the fish at a common price. This is an example of what type of market? A) pure competition B) monopolistic competition C) oligopolistic competition D) pure monopoly E) socialist

89) Worthington Farm raises chickens. For years, it has used wooden coops to haul its poultry to market. When Bob Worthington went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Worthington was at which stage of the business buying process when he decided to replace his old coops? A) problem recognition B) general need description C) product specification D) product value analysis E) performance review

92) Jimmy's Hardware, an independent local retailer, is losing business to Walmart. This is most likely because he cannot match Walmart's pricing strategy of ________. A) EDLP B) EFGF C) fixed prices D) value-added pricing E) skimming pricing

96) If Canon Camera Company follows a low-price, low-margin strategy for a product, what will competitors most likely do? A) They will decide to decide to target underserved niches. B) They will want to compete in the same markets against Canon. C) They will advertise less. D) They will advertise more. E) none of the above

43) The key to delivering customer satisfaction is to match ________ with ________. A) company performance; the competition's performance B) company performance; competitive prices C) relationship building; performance tools D) company performance; unique products E) customer expectations; product performance

50) Which of the following best explains why consumers have greater power and control in today's marketplace? A) The production concept and competition have lowered prices. B) Implementation of the product concept has resulted in continually improving products. C) Customer-driven marketing creates products and services that meet customers' future needs. D) More companies are implementing societal marketing and weighing long-term costs and benefits. E) Through new communication technologies, customers have more access to information and more methods of sharing their opinions with other customers.

54) Caterpillar, the famous heavy equipment manufacturer, has a reputation for working in harmony with its worldwide distribution network of independent dealers. Caterpillar has shared its successes with its dealers and protected its dealers during difficult economic times. This is an example of ________. A) intensive distribution B) integrated logistics management C) disintermediation D) 3PL E) PRM

At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________. A) user status B) usage rate C) benefit D) behavioral E) psychographic

Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________. A) line filling B) social marketing C) a shopping product D) an unsought product E) people marketing

In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network

In recent years, product safety and environmental responsibility have become major ________ concerns. A) branding B) packaging C) product mix D) service E) product line

Information collected from online databases is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic

Innovations is a producer of electronic circuits that power a variety of technological devices produced by other companies. Innovations sells its products to ________ markets. A) business B) government C) consumer D) internal E) financial

20) ________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers. A) Membership groups B) Aspirational groups C) Leading adopter groups D) Leisure groups E) Social class groups

25) Don Amspacher, in his role on the buying committee, provides information for evaluating the alternative purchase decisions and helps define and set specifications for evaluating alternatives for purchasing. Don is a(n) ________. A) user B) influencer C) decider D) gatekeeper E) buyer

36) A salesperson's ________ is often related to how well he or she meets a sales quota. A) profit-sharing plan B) compensation C) call report D) sales report E) expense report

44) A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process. A) prospecting B) preapproach C) approach D) presentation E) closing

44) Break-even pricing, or a variation called ________, is when the firm tries to determine the price at which it will break even or make the profit it is seeking. A) competition-based pricing B) target return pricing C) fixed cost pricing D) value-based pricing E) customer-based pricing

45) ________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. A) Personality B) Perception C) Selective grouping D) Learning E) Self-actualization

47) People tend to interpret new information in a way that will support what they already believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception Answer: B

55) Which of the following best describes the practice of value selling? A) earning business from customers based on low prices B) delivering superior customer value and capturing a fair return on that value C) closing deals quickly to meet team sales quotas D) gaining short-term sales that increase annual sales volume E) challenging customers to find better deals for products and services

56) In which stage of the business buying process is it a supplier's task to make sure that the supplier is giving the buyer the expected satisfaction? A) problem recognition B) performance review C) supplier search D) supplier selection E) order-routine specification

57) Sales promotions are targeted toward all of the following EXCEPT ________. A) retailers B) investors C) final buyers D) business customers E) members of the sales force

6) The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior. A) culture B) black box C) belief D) lifestyle E) social class

60) Under ________, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price. A) pure competition B) monopolistic competition C) oligopolistic competition D) a pure monopoly E) socialism

77) Giant Food Stores buys a lot of frozen turkey products at Thanksgiving and Christmas due to high consumer demand. This is an example of ________ demand. A) joint B) derived C) elastic D) static E) inelastic

85) As a manufacturer decreases price, ________ volume increases. A) target B) break-even C) cost-plus pricing D) total cost E) sales

87) George is buying his first house. He has found two houses that he thinks he likes. He is highly involved in the purchase and perceives significant differences between these two houses. George will likely undertake ________. A) variety-seeking buying behavior B) complex buying behavior C) opinion leadership D) dissonance-reducing buying behavior E) marketing myopia

23) In routine buying situations, which members of the buying center have formal or informal power to select or approve the final suppliers? A) users B) influencers C) gatekeepers D) deciders E) buyers

23) The Internet, video on demand (VOD), and DVD rentals present which of the following problems for marketers? A) Consumers are watching less television. B) Consumers cannot focus on specific messages due to advertising clutter. C) Audiences are less interested in media consumption. D) Consumers have more choices about what to watch or not watch. E) Television advertising is becoming more expensive.

25) All of the following are basic types of compensation plan for salespeople EXCEPT ________. A) straight commission B) straight salary C) salary plus commission D) commission plus bonus E) salary plus bonus

26) ________ are the sum of the ________ and ________ for any given level of production. A) Fixed costs; variable; total costs B) Fixed costs; total; variable costs C) Variable costs; fixed; total costs D) Total costs; fixed; variable costs E) Break-even costs; fixed; total costs

29) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. A) consumer trends B) competitors' weaknesses C) competitors' strengths D) customer benefits E) consumer emotions

32) The experience curve reveals that ________. A) repetition in production lowers costs B) repetition in production enhances efficiency C) the average cost drops with accumulated production experience D) A, B, and C E) none of the above

42) Maslow's theory is that ________ can be arranged in a hierarchy. A) stimuli B) beliefs and attitudes C) perceptions D) human needs E) decisions

49) A salesperson should seek out, clarify, and overcome any customer objections during the sales presentation in order to ________. A) offer the buyer a discount for placing an order B) minimize the buyer's concerns about the product C) compliment the buyer for mentioning the objections D) turn the objections into reasons for buying E) turn the objections into an opportunity for humor

56) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) lifestyle B) motive C) belief D) attitude E) perception

60) Sellers use trade promotions for all of the following reasons EXCEPT to ________. A) encourage retailers to carry more inventory B) convince retailers to advertise the product C) gain more shelf space for the product D) encourage salespeople to sign up new accounts E) persuade retailers to buy products in advance

63) Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer? A) cents-off deals B) coupons C) samples D) cash refunds E) promotional products

69) Sage, Inc. provides food services to schools, hospitals, and nursing homes in the Midwest. Management at Sage is involved in the ________ market. A) government B) not-for-profit C) local D) institutional E) global

7) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment? A) economic B) technological C) political D) channel E) cultural

71) Government organizations tend to favor ________ suppliers over ________ suppliers. A) local; domestic B) part-time; full-time C) foreign; domestic D) domestic; foreign E) nonunionized; unionized

71) When a customer feels uneasy about losing out on the benefits of a brand she chose not to purchase, she is experiencing ________. A) selective retention B) selective attention C) selective distortion D) cognitive dissonance E) dissonance-reducing behavior

73) Which of the following is NOT one of the stages that customers go through in the process of learning about and making decisions about a new product or service? A) awareness B) interest C) evaluation D) acceptance E) trial

11) Measuring ________ can be difficult. A company might conduct surveys or experiments to test this in the different products it offers. A) price elasticity B) the demand curve C) perceived value D) break-even pricing E) quantity supplied

12) Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands. A) informative B) reminder C) comparative D) POP promotion E) institutional

14) Although there are many differences between business buying behavior and consumer buying behavior, both respond to the same four stimuli: product, price, promotion, and ________. A) precision B) personal relationships C) place D) publicity E) packaging

14) ________, the most affluent American demographic segment, now have more than $500 billion in annual spending power. A) Hispanic Americans B) African Americans C) Asian Americans D) Gays and lesbians E) Gen Xers

15) When McDonald's and other fast food restaurants offer "value menu" items at surprisingly low prices, they are using ________. A) break-even pricing B) target profit pricing C) good-value pricing D) cost-plus pricing E) bundling

16) The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as ________ selling. A) department B) multiple C) team D) personal E) complex

17) Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts? A) Products have become too complicated for one salesperson to support. B) Customers prefer dealing with many salespeople rather than one sales representative. C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing. D) A group of salespeople assigned to one account is cost effective for corporations. E) Fewer skilled salespeople are working in the high-tech industry.

18) All of the following are disadvantages of the team selling approach EXCEPT which one? A) Selling teams can overwhelm customers. B) Many salespeople are unaccustomed to working with others. C) Selling teams decrease costs. D) Individual contributions and compensations can be difficult to assess. E) Most salespeople are trained to excel in individual performance.

18) ________ involves attaching features and services to differentiate a company's offers and to support charging higher prices. A) Break-even pricing B) Target pricing C) Value-added pricing D) Cost-plus pricing E) Pricing-down

2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

21) ________ pricing involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for the company's efforts and risks. A) Value-based B) Fixed cost C) Cost-based D) Variable E) Skimming

22) A ________ consists of the actual users of products, those who control buying information, those who influence the decisions, those who do the actual buying, and those who make the buying decisions. A) supplier development team B) cross-functional team C) buying center D) quality management center E) partnership management team

24) Companies that use brand ambassadors are participating in ________. A) opinion leading B) traditional marketing C) buzz marketing D) direct marketing E) values marketing

25) Facebook and Second Life are both examples of ________. A) buzz markets B) opinion leaders C) social networks D) early adopters E) word-of-mouth markets

27) A buying center is not a fixed, formally identified unit within an organization, but rather a set of ________ assumed by different people for different purchases. A) budgetary limits B) informal job titles C) buying roles D) status roles E) marketing positions

27) SRAC is the acronym for which concept related to costs at different levels of production? A) strategic reasoning and costs B) short-run accounting costs C) short-run average cost D) strategic rights and company E) strategic revenues and costs

36) Advertisements built around dream themes use which type of execution style? A) mood or image B) musical C) fantasy D) lifestyle E) personality symbol

36) The company designs what it considers to be a good product, totals the expenses of making the product, and sets a price that adds a standard markup to the cost of the product. This approach to pricing is called ________. A) value-based pricing B) fixed cost pricing C) cost-plus pricing D) variable pricing E) skimming pricing

37) A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors? A) motivation B) perception C) alternative evaluation D) learning E) beliefs and attitudes

38) The simplest pricing method is ________. A) value-based pricing B) sealed-bid pricing C) markup pricing D) value-added pricing E) target profit pricing

39) Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's ________. A) format B) execution style C) tone D) image E) message strategy

40) Charlie Van Dusen, executive vice president of National Central Bank, is going through all of the stages of the buying process to purchase a computer system for the bank. Charlie is facing a(n) ________ situation. A) straight rebuy B) modified rebuy C) new-task buying D) limited budget E) independent buying

43) Which of the following is NOT part of Maslow's Hierarchy of Needs? A) physiological needs B) safety needs C) stimulus needs D) self-actualization needs E) social needs

43) Which of the following is a cost-based approach to pricing? A) value-based pricing B) going-rate pricing C) target return pricing D) good value pricing E) A and C

46) Technologies such as handheld computers and interactive whiteboards enable salespeople to enhance the ________ stage of the selling process. A) prospecting B) preapproach C) presentation and demonstration D) qualifying E) follow-up

46) The number of times an average person in the target market is exposed to an ad is known as the ________. A) impact B) reach C) frequency D) exposure E) engagement

47) The advertiser must decide on the ________, or desired media impact, of a message in a specific medium. A) reach B) illustration C) qualitative value D) exposure costs E) frequency

48) Empire Products has begun a process to find the best suppliers. Empire Products is actively engaged in ________. A) value analysis B) performance review C) supplier search D) supplier control E) supplier selection

5) When compared to consumer markets, business markets are ________. A) approximately the same B) smaller C) huge D) somewhat larger E) less complex

50) The qualities buyers dislike most in salespeople include all EXCEPT which of the following? A) being pushy B) being deceitful C) being reliant on technology D) being unprepared E) being disorganized

53) If a consumer's experience is rewarding, that consumer will probably use the product more and more. The consumer's response to the product will be ________. A) cued B) variety-seeking C) reinforced D) dissonant E) motivated

65) Ascot Tires has decided to decrease its prices. The company can expect that ________ for its product will increase. A) cost-plus pricing B) value-based pricing C) demand D) the experience curve E) competition

7) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) convince B) compete C) remind D) explain E) encourage

70) Manufacturers direct more sales promotion dollars toward ________ than to ________. A) consumers; retailers B) customers; wholesalers C) retailers and wholesalers; consumers D) salespeople; retailers E) retailers; wholesalers

70) Many institutional markets are characterized by ________ and ________. A) low budgets; vague criteria B) special needs; vague criteria C) low budgets; captive patrons D) captive patrons; limited access E) mismanagement; disgruntled workers

73) ________ use several tools, including the news, speeches, corporate identity materials, and special events. A) Advertising agencies B) Advertising specialists C) Public relations professionals D) Media buyers E) Media planners

77) Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________. A) informative advertising B) reminder advertising C) comparative advertising D) persuasive advertising E) buzz marketing

82) A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________. A) social class B) the family life cycle C) self-concept D) lifestyle E) sensory marketing

89) IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer. The advertising agency for IAMS is taking advantage of which of the following? A) prime time B) broadcasting C) narrowcasting D) media multitasking E) frequency and reach

9) Hewlett-Packard and Dell buy Intel microprocessor chips because consumers buy personal computers. This demonstrates an economic principle called ________. A) elastic demand B) fluctuating demand C) derived demand D) joint demand E) market demand

9) Value-based pricing is the reverse process of ________. A) variable cost pricing B) cost-plus pricing C) cost-based pricing D) good-value pricing E) value-added pricing

90) John Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments. This approach to cost reduction likely took place in the ________ stage of the business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation

92) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision? A) product evaluation B) situational analysis C) need recognition D) problem screening E) information search

93) Consumers who have less time and patience for watching for supermarket specials and clipping coupons would most likely prefer ________. A) variable pricing B) high-low pricing C) EDLP D) break-even pricing E) value-added pricing

15) Which of the following is NOT true of mature consumers? A) The best strategy is to appeal to their active, multidimensional lives. B) They are an ideal market for "do-it-for-me" services. C) High-tech home entertainment products appeal to them. D) They place more importance on brand names and are more brand loyal than members of other age groups. E) They are a good market for cosmetics and personal care products. Answer: D

17) ________ involves charging a constant, everyday low price with few or no temporary price discounts. A) High-low pricing B) Target pricing C) Cost-plus pricing D) EDLP E) Penetration pricing

2) A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering. A) press agent B) media planner C) marketing director D) salesperson E) publicist

22) Fixed costs ________ as the number of units produced increases. A) decrease B) increase C) divide in half D) remain the same E) increase at a diminishing rate

3) Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT ________. A) products for use in production of other products B) services for use in production of other services C) products purchased to resell to others D) products purchased to rent to others E) products purchased for personal consumption

31) Which of the following is an advantage created by the use of a sales force automation system? A) lower costs for training sales personnel B) increased motivation to acquire new customers C) decreased need for an inside sales force D) stronger organizational climate developed by the sales team E) more efficient scheduling of sales calls and sales presentations

37) The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns. A) brand names B) creative endorsements C) fantasy figures D) celebrity spokespeople E) personality symbols

46) Which of the following is the process of the buying center deciding on the best product characteristics? A) value analysis B) general need description C) marketing myopia D) purchase order E) product specification

53) With target costing, marketers will first ________ and then ________. A) build the marketing mix; identify the target market B) identify the marketing mix; determine product cost C) design the product; determine its cost D) use skimming pricing; penetrating pricing E) determine a selling price; target costs to ensure that the price is met

54) Which step in the sales process is most focused on ensuring customer satisfaction and repeat business? A) proper approach B) professional presentation C) handling objections D) qualifying prospects E) follow-up

56) Price setting is usually determined by ________ in large companies. A) top management B) divisional managers C) product line managers D) pricing departments E) both B and C

64) Which of the following is true about the demand curve? A) It is used to illustrate the effect of price on the quantity supplied. B) It is always graphically depicted by a straight line. C) It shows the quantity of product customers will buy in a market during a period of time even if other factors change. D) It usually slopes upward and to the right. E) It shows the relationship between product demand and product price.

70) Which of the following functions is LEAST likely to be performed by a public relations department? A) product publicity B) development C) public affairs D) investor relations E) media vehicle selection

73) Business promotion tools are used for all of the following reasons EXCEPT to ________. A) generate business leads B) stimulate purchases C) reward customers D) motivate salespeople E) increase manufacturing

76) Which of the following is NOT part of the business market? A) Scott Sign Systems sells interior signs to an Alabama resort. B) A country club buys chemicals for its swimming pool. C) Sue buys a gift for her mother. D) A Canadian software company buys tickets to send a group of salespeople to make a presentation to a heavy equipment manufacturer in Japan. E) Airmark sells a vinyl printing press to a manufacturer of plastic bags

80) In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals. A) rational B) emotional C) believable D) entertainment E) distinctive

85) When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) musical E) technical expertise

91) If demand falls by 1 percent when price is increased by 2 percent, then ________. A) elasticity is -1/2 B) demand is inelastic C) demand is elastic D) buyers are not price sensitive E) A and B

In the 1950s, the American population began shifting from large cities to ________. A) farming communities B) rural areas C) foreign countries D) suburbs E) coastal towns

A company or market offer can be differentiated along the lines of product, image, services, channels, or ________. A) labeling B) packaging C) people D) customer service E) reputation

37) In-store demonstrations, displays, contests, and visiting celebrities are examples of ________. A) franchises B) sales promotions C) agent promotions D) broker promotions E) product life-cycling

E) hesitation

37) The six buyer-readiness stages include all of the following EXCEPT ________. A) awareness B) knowledge C) conviction D) liking E) hesitation

D) awareness

38) In the model of buyer-readiness stages, the first stage is ________. A) preference B) knowledge C) liking D) awareness E) insistence

C) catalogs

64) Sales promotion features a wide assortment of tools. Which of the following is NOT one of these tools? A) contests B) premiums C) catalogs D) coupons E) cents-off deals

A) monopolies

64) The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were enacted to curb the formation of ________. A) monopolies B) oligopolies C) competitive markets D) international markets E) limited partnerships

64) Which of the following is NOT one of the major classifications of wholesalers? A) merchant wholesalers B) agents C) manufacturers' sales branches and offices D) specialty wholesalers E) brokers

D) sales promotion

65) "Buy it now" is the message of ________. A) personal selling B) advertising C) a nonpersonal communication channel D) sales promotion E) publicity

The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows

19) When there is price competition, many companies adopt ________ rather than cutting prices to match competitors. A) pricing power B) value-added strategies C) fixed costs D) price elasticity E) image pricing

"I love New York" is an example of ________. A) corporate image advertising B) person marketing C) organization marketing D) social advertising E) place marketing

) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent. A) 35 B) 40 C) 43 D) 46 E) 59

21) For some ________, a simple description consisting of a word or picture might be sufficient. A) concept tests B) test markets C) marketing strategies D) product developments E) business analyses

Cross-market segmentation is also known as ________. A) intermarket segmentation B) international segmentation C) regional segmentation D) mass-market segmentation E) micromarketing

A ________ consists of all the product lines and items that a particular seller offers for sale. A) product mix B) brand line C) consumer mix D) packaging mix E) line extension

A ________ involves the use of a successful brand name to launch new or modified products in a new category. A) line extension B) product line C) brand extension D) private brand E) brand symbol

A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can analyze; needed C) like to have; need; feasible to offer D) need; can afford; used by the competition E) use; have to use; available

A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services. A) market offering B) brand equity C) brand extension D) co-branding E) value chain

A sensational ________ may grab attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. A) design B) style C) experience D) service-profit chain E) augmented product

A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe. A) social codes B) cultural values C) demographics D) public policies E) economies

Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? A) internal marketing B) line filling C) product mixing D) social marketing E) line mixing

1) All of the following are accurate descriptions of modern marketing EXCEPT which one? A) Marketing is the creation of value for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers' needs. E) Marketing is used by for-profit and not-for-profit organizations.

10) When marketers set low expectations for a market offering, the biggest risk they run is ________. A) disappointing loyal customers B) decreasing customer satisfaction C) failing to attract enough customers D) failing to understand their customers' needs E) incorrectly identifying a target market

Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) uncover information in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. A) Sophisticated researchers probe our deepest feelings. B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information. D) Marketers make too many products and services available, creating unnecessary consumer wants. E) Protecting personal information is increasingly important.

Costco's Kirkland products are an example of a(n) ________. A) organizational brand B) support brand C) private brand D) sponsorship brand E) manufacturer's brand

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. A) risk of error B) foreign trade C) response rate D) likelihood of using a smaller sample E) reliance on primary data

Cultural forecasters have noted a renewed American interest in ________. A) dominating and taming nature B) the fine arts C) work as a source of satisfaction and self-definition D) spirituality E) reforming social classes

42) Which product will most likely be intensively distributed? A) Olympus digital cameras B) BMW cars C) Guess blue jeans D) Coca-Cola E) Nike running shoes

A product's position is based on important attributes as perceived by ________. A) suppliers B) competitors C) market conditions D) consumers E) managers

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use? A) geographic B) behavioral C) lifestyle D) demographic E) psychographic

Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following? A) enough information of the right kind B) secondary information C) timely information D) searchable information E) primary information

Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. A) package labeling B) product attributes C) support services D) product mixes E) marketing tools

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases. A) online B) internal C) external D) public E) search service

14) At minimum, a marketing channel consists of a producer and a(n) ________. A) wholesaler B) agent C) broker D) intermediary E) customer

16) Which of the following is an example of a complete business-to-business channel? A) producer to retailer to consumer B) producer to wholesaler to retailer to consumer C) producer to sales branch D) business distributor to business customer E) producer to distributor to business customer

Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) independent D) secondary E) descriptive

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________. A) find enough secondary data to support the findings B) orchestrate cooperation among participants C) encourage honest responses to questions D) generalize from the results E) develop a nonprobability sample

Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings. Nghien cuu dinh tinh de cam nhan cam giac A) causal B) secondary C) qualitatitve D) quantitative E) competitive

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. A) service B) market C) package D) brand E) license

For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________. A) traffic-flow patterns in specific areas B) informal surveys of customers C) past sales data D) competitors' advertisements E) options for repackaging the company's products

For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) descriptive B) accurate C) inexpensive D) collected before secondary data E) experimental

Four common sources of internal data include the accounting department, operations, the sales force, and the ________. A) online focus groups B) stockholders C) marketing department D) competition E) Web

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease of completion D) understandability E) simplicity

If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years. A) university enrollment B) beer and wine C) financial services D) the apparel industry E) the automobile industry

In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. A) national; manufacturer's B) store; private C) national; private D) store; licensed E) private; distributor

In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs- C) dollar amounts D) research methods E) information sources

LandPort Transportation and Omega Warehousing move and store the products your company sells. The two businesses are examples of ________. A) resellers B) marketing services agencies C) marketing intermediaries D) physical distribution firms E) geographic segments

Large tween and teen markets belong to which demographic group? A) Generation X B) Millennials C) baby busters D) baby boomers E) Generation Z

Legislation affecting business around the world will continue to ________. A) become standardized B) increase C) remain steady D) decrease E) threaten the American domestic economy

Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. A) convenience B) unsought C) specialty D) shopping E) augmented

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. A) extension B) awareness C) packaging D) internal marketing E) networking

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-ended and closed-ended questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) have the questionnaire translated back into English to check for accuracy E) determine whether to focus on descriptive or causal objectives

Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when, where, and how it is provided. What have the customers noticed? A) service intangibility B) service inseparability C) service variability D) service perishability E) service distinction

Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________. A) labeling information B) brand equity C) support services D) packaging advantages E) product mixes

Many firms today use RFID technology to ________. A) identify new target markets B) analyze threats and opportunities in the macroenvironment C) move toward environmental sustainability D) track products through various points in the distribution channel E) track patterns of consumer online behavior

Many major companies have created the position of ________ to address concerns about the privacy of customers. A) chief customer loyalty manager B) chief behavioral analyst C) chief privacy officer D) ethics manager E) data warehouse manager

Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely? A) free secondary data B) translators C) primary data collected for the purpose of her research D) the same research steps domestic researchers use E) personal interviews

Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their marketing environments. A) environmental stance B) proactive stance C) natural perspective D) natural-management perspective E) relationship-building perspective

Noora DeLange is helping her company develop a marketing program for a new product line. The program involves emphasizing experience over acquisition and uses a marketing pitch that is less overt than the company's previous programs. The marketing program is most likely designed to appeal to which of the following demographic groups? A) Gen Xers B) nontraditional households C) "micropolitan" populations D) baby boomers E) manufacturing workers

Product mix ________ refers to the number of different product lines the company carries. A) length B) height C) width D) perimeter E) depth

Product mix ________ refers to the number of versions offered of each product in the line. Colgate toothpaste comes in 16 varieties, ranging from Colgate Total to Colgate Kids Toothpastes. A) length B) depth C) height D) width E) perimeter

Product mix ________ refers to the total number of items a company carries within its product lines. A) length B) depth C) height D) width E) perimeter

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" A) actual product B) augmented product C) core customer value D) co-branding E) exchange

Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes? A) industrial products B) specialty products C) supplies and services D) materials and parts E) convenience products

Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________. A) specialty products B) social marketing C) shopping products D) consumer products E) responsibility marketing

Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market? A) business B) reseller C) wholesale D) consumer E) retail

Research has shown that the most important demographic trend in the United States is the ________. A) changing age structure of the population B) mobility of families C) slowing birth rate D) increasing number of professional jobs E) aging population

Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses? A) ethnographic B) experimental C) touch point D) primary E) secondary

Survey research is LEAST likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) personal interview E) observation

Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information. A) interpersonal B) causal C) exploratory D) descriptive E) creative

The ________ environment consists of factors that affect consumer purchasing power and spending patterns. A) cultural B) political C) technological D) economic E) natural

We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter

When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service-which even allows customers to hand-select their own cuts of meat ________ is/are evident. A) only an actual product B) only an augmented product C) only a core benefit D) both a core benefit and an actual product E) a core benefit, an actual product, and an augmented product

Which type of market buys goods and services for further processing or for use in the production process? A) business B) reseller C) wholesale D) consumer E) retail

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic

88) Capture Cameras is launching a new advertising campaign to demonstrate the quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads? A) the Internet B) newspaper C) TV D) radio E) billboard

9) What is one of the primary goals of reminder advertising? A) maintain customer relationships B) build brand preference C) correct false impressions D) inform the market of a price change E) restore company image

19) Family is one of the ________ factors that influence consumer behavior. A) cultural B) social C) personal D) psychological E) business

10) When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional

12) What is the term used to identify the individuals in a company who travel to call on customers in the field? A) product sales force B) outside sales force C) inside sales force D) complex sales force E) customer sales force

12) ________, the fastest-growing U.S. population subsegment, now number nearly 50 million. A) African Americans B) Hispanic Americans C) Asian Americans D) Mature consumers E) Gays and lesbians

13) If a seller charges ________ than the buyer's perceived value, the company's sales will ________. A) more; benefit B) more; suffer C) less; increase D) less; suffer E) none of the above

98) Which of the following is the strongest reason that the owners of The Attic Trunk might NOT want to completely discount the mature consumers as a still-viable target market? A) Mature consumers wield considerable influence over purchases made by their children and grandchildren. B) Mature consumers account for almost half of all consumer spending in the United States. C) Mature consumers are spending an increasing percentage of their income on specialty items such as those originally sold by The Attic Trunk. D) Mature consumers are interested in shopping where younger families shop in an effort to look as young as they feel. E) Mature consumers are less willing to shop around and change brands than younger consumers are, so they will likely remain loyal to The Attic Trunk.

99) How would a customer sales force structure benefit Reliable Tool? A) It would decrease the amount of travel required of each Reliable Tool salesperson. B) It would enable ReliableTool salespeople to build close relationships with clients. C) It would help Reliable Tool salespeople become experts on the specific parts they sell. D) It would allow Reliable Tool management to better supervise and evaluate its salespeople. E) It would eliminate the need for telemarketers and sales assistants at Reliable Tool. Answer: B

99) The management directive to reduce the number of steel suppliers is most accurately classified as which type of influence affecting business buying behavior? A) environmental B) organizational C) interpersonal D) individual E) commercial

14) To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________. A) retail supervisors B) sales managers C) telemarketers D) accountants E) programmers

17) Which business buying situation is the marketer's greatest opportunity and challenge? A) modified rebuy B) straight rebuy C) new task D) multiple rebuys E) system rebuy

94) All of the following organizations are likely considered to be a part of the institutional market EXCEPT ________. A) LaGrange Community Hospital B) Joliet Prison C) Lancaster Township D) The Water Street Rescue Mission E) Millersville University

94) U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first? A) What percentage of the budget should allocated for U-Frame-It radio ads? B) Which type of media vehicle is most appropriate for U-Frame-It ads? C) What are the communication and sales objectives of U-Frame-It? D) How does U-Frame-It's competition advertise? E) What is the demographic of U-Frame-It's customer base?

95) Which of the following is most likely true about a straight rebuy? A) It requires little customer relationship management. B) It is more complex than a new-task situation. C) It often involves products with low risks. D) It occurs when a buyer wants to locate the best deal on the market. E) It involves more opportunities for "out" buyers than other types of purchasing situations do.

98) Your inside sales force is responsible for prospecting and qualifying customers. Which of the following will likely occur? A) The number of qualified customers will exceed the number of prospects. B) The outside sales force will call on all prospects. C) A salesperson may have to approach many qualified customers just to make one sale. D) Your inside sales force will attend meetings with qualified customers. E) A and C

79) Apex detergent is relatively undifferentiated from two other detergent brands, Acme and Brighton detergents. Therefore, Apex is most likely to require which of the following? A) a different target market B) a new package C) heavy advertising to set it apart from others D) a higher price E) a slice-of-life style

93) Donna wants to buy a new coat. During the ________ stage of her purchase process she will ask her friends to recommend a store and/or a style of coat. She will search the newspaper for coat sales, and she will visit nearby stores to see what is available in her price range. A) product evaluation B) alternative evaluation C) need recognition D) information search E) purchase decision

95) Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient? A) a Facebook page for the college B) local newspapers ads throughout the state C) radio ads throughout the state D) a direct mail piece sent to selected students E) billboards throughout the state

97) The demand for A-1 Stampings' products is ultimately based on the demand for new automobiles in the consumer market. This is an example of ________ demand. A) inelastic B) static C) increasing D) derived E) independent

97) Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically large divisions within corporations. B) The time and costs associated with public relations can be prohibitive. C) Public relations specialists lack the skills necessary to work with marketing experts. D) Many public relations professionals see their jobs as communicating, not necessarily brand building. E) The public relations department only wants to handle stockholders, employees, and government officials.

1) In which of the following ways is Boeing like most other large companies? A) It produces hundreds of products for a wide range of markets. B) It has an entertainment division. C) It has an investment division. D) Most of its business comes from final consumers. E) Most of its business comes from commercial and industrial customers

11) ________ advertising becomes more important as competition increases. The company's objective is to build selective demand. A) Reminder-oriented B) Informative C) POP promotion D) Patronage E) Persuasive

79) ABC Enterprises sold 9,000 units @ $2.99/unit in July. The firm sold 9,000 units @ $4.29/unit in August. This illustrates ________ demand. A) derived B) contrived C) fluctuating D) joint E) inelastic

94) At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together? A) establish a customer sales force structure B) establish a complex sales force structure C) appoint a new sales force manager D) adopt a sales force automation system E) appoint a marketing executive to oversee both marketing and sales

94) ________ pricing works only if that price actually brings in the expected level of sales. A) Elasticity B) Markup C) Variable D) Inelasticity E) Target return

95) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision. A) information search B) situational analysis C) alternative evaluation D) purchase decision E) postpurchase behavior

A) 2/10, net 30

24) Which of the following is an example of a cash discount? A) 2/10, net 30 B) $5.00 with a two-pack C) a free case when you buy 12 D) when you pay cash and take the product with you E) none of the above

24) ________ operate in warehouse-like facilities, sell a limited selection of items, and offer few frills. Customers pay annual membership fees and are able to purchase goods at deep discounts. A) Warehouse clubs B) Independent off-price retailers C) Factory outlets D) Discount stores E) Superstores

B) media

25) The communication channel a company uses to move its advertising messages from sender to receiver is called the ________. A) message B) media C) encoder D) communicator E) feedback loop

25)________ are two or more outlets that are commonly owned and controlled. A) Chain stores B) Convenience stores C) Off-price retailers D) Independent off-price retailers E) Power centers

26) A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives is called a ________. A) business feasibility plan B) marketing strategy development C) business analysis D) product acceptance E) proposal

26) As a result of the great success of corporate chains, many independent stores choose to band together in either a voluntary chain or a(n) ________. A) factory outlet B) retailer cooperative C) independent off-price retailer D) warehouse club E) convenience cooperative

D) decoding

26) The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________. A) disencoding B) feedback C) acknowledgement D) decoding E) response

B) automobile

26) Trade-in allowances are most commonly used in the ________ industry. A) real estate B) automobile C) packaged goods D) financial services E) health care

A) segmented pricing

27) By definition, ________ is used when a firm sells a product or service at two or more prices, even though the difference in price is not based on differences in cost. A) segmented pricing B) variable pricing C) flexible pricing D) cost-plus pricing E) reference pricing

27) During which stage of new-product development will management most likely estimate minimum and maximum sales to assess the range of risk in launching a new product? A) concept testing B) marketing strategy development C) business analysis D) product development E) test marketing

A) response

27) In the communication process, the reaction of the receiver after being exposed to a message is called the ________. A) response B) answer C) noise D) feedback E) decoding

A) noise

29) A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ________. A) noise B) distraction C) feedback D) response E) decoding

57) ________, the world's second largest retailer after Walmart, has embarked on an aggressive mission to extend its role as a leading international retailer. A) McDonald's B) Target C) Carrefour D) IKEA E) Costco

63) In which stage of the PLC will promotional expenditures be especially high in an attempt to create consumer awareness? A) growth B) product development C) maturity D) introduction E) adoption

B) major public policy issues in pricing

63) Price fixing, predatory pricing, retail price maintenance, and deceptive pricing are examples of ________. A) common pricing policies B) major public policy issues in pricing C) ethical pricing strategies D) pricing policies used mostly in the wholesale sector E) pricing used mostly in the retail sector

62) Which of the following is NOT an area of responsibility for a logistics manager? A) information systems B) warehousing C) promotions D) inventory E) purchasing

64) Which of the following is the most common approach to marketing organization? A) geographic B) product management C) functional D) divisional E) combination

64) Which of the following is the total combined customer lifetime values of all a company's current and potential customers? A) share of customer B) customer lifetime value C) customer equity D) profitability E) share of market

65) The difference between distribution centers and storage warehouses is that distribution centers are designed to ________. A) store goods for longer periods B) hold larger volumes C) move goods rather than just store them D) primarily be owned by the manufacturer E) be automated

68) An increasingly large number of firms are changing their organizational focus from ________ to ________. A) product management; functional management B) product management; geographic management C) brand management; customer management D) geographic management; functional management E) global management; regional management

68) Which of the following transportation modes is used for digital products? A) trucks B) rail C) the Internet D) air E) ship

7) A company's mission statement serves as a statement of ________. A) fact B) sustainability C) purpose D) financial goals E) employee commitment

70) Which of the following has been the most common consumer response to the economic downturn that began in 2008? A) spending more on luxury items B) discontinuing any spending on luxury items C) spending less and choosing products more carefully D) spending less but choosing products less carefully E) saving more but spending more on credit cards

72) Which of the following best states the goal of integrated supply chain management? A) to stabilize costs B) to increase services with minimal cost through teamwork C) to harmonize all of the company's logistics decisions D) to eliminate conflict and increase cooperation among channel members E) to ensure consistent services with minimal costs

72) Which of the following statements about the Internet is most accurate? A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike. B) After the dot-com meltdown of 2000, fewer consumers are buying products and services online. C) The Internet makes it easy for consumers to view, interact with, and create marketing content. D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining. E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.

Marketers should understand that a society's core beliefs and values have a high degree of ________. A) persistence B) flexibility C) similarity D) ethnocentrism E) conformity

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) Radian's D) internal E) MONITOR

Marketing information is only valuable when it is used to ________. A) expand management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which contact method should Maryann select? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) immersion group interviews

Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma. Which of the following components of the political environment should Norma be LEAST concerned with as her company begins to develop a marketing plan for the new product? A) approval from the Food and Drug Administration (FDA) B) state laws regulating advertising of pharmaceuticals C) laws enforced by the Federal Trade Commission D) the Fair Packaging and Labeling Act E) the Nutrition Labeling and Education Act

Observational research is best suited for gathering ________ information. A) exploratory B) causal C) dependent D) secondary E) competitive

Of the following diversity segments in the American population, which is currently the largest? A) adults with disabilities B) Hispanics C) African Americans D) telecommuters E) Asian Americans

Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) experimental research D) secondary E) observational research

Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) individual interviewing B) Internet surveys C) telephone surveys D) ethnographic research E) observational research

Which macroenvironmental force has benefitted The Landing the most? A) the legal environment B) the natural environment C) the economic environment D) the political environment E) the technological environment

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide? A) observational B) survey C) questionnaire D) focus group E) personal interview

Which microenvironment actors have affected The Landing the most? A) competitors B) suppliers C) intermediaries D) natural environment E) economic environment

Which of the following best explains why Gen Xers who are parents tend to put family before career? A) Gen Xers were the first generation of latchkey kids. B) Gen Xers were minimally affected by the recent economic downturn. C) Gen Xers are more skeptical about marketing than members of other generations are. D) Gen Xers are not as educated as members of other generations are. E) Gen Xers do not face as many economic pressures as members of other generations do.

Which of the following capital items is NOT considered accessory equipment? A) buildings B) hand tools C) lift trucks D) desks E) chairs

Which of the following contact methods has the poorest response rate? A) mail B) telephone C) personal interviewing D) online E) group interviewing

Which of the following contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal

Which of the following demographic groups has NOT seen a percentage increase in the past 50 years? A) women staying at home with their children B) men staying at home with their children C) nontraditional households D) nonfamily households E) women working outside of the home

Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute? Dy chuyen A) the migration toward micropolitan and suburban areas B) the move from rural to metropolitan areas C) the increasing number of nontraditional households D) the growing percentage of married couples who do not have children E) the declining number of manufacturing workers

Which of the following descriptions most accurately characterizes Gen Xers? A) There are more Gen Xers than Millennials. B) They were the first generation of latchkey kids. C) They are less educated than the boomers. D) They are more interested in acquiring goods than having experiences. E) They rarely research a product before purchasing it.

Which of the following descriptions most accurately characterizes Millennials? A) They are children of baby boomers. B) They are less ethnically diverse than Gen Xers. C) They have reached their peak earning and spending years. D) They were once labeled "the MTV generation." E) They are less immersed in technology than Gen Xers are.

Which of the following descriptions most accurately characterizes the baby boomers? A) They are increasingly likely to retire early. B) They are a shrinking market for new housing and home remodeling. C) They are past their peak earning and spending years. D) They hold 75% of the country's assets. E) They are uninterested in adapting new technologies.

Which of the following does NOT belong to the materials and parts group of industrial products? A) farm products such as wheat B) natural products such as iron ore C) repair and maintenance items D) petroleum E) lumber

Which of the following explains why few companies have been successful in shutting down critics who post complaints on the Web? A) The criticism is usually interpreted as protected speech. B) The courts have typically refused to hear any cases against individual critics. C) Web sites using "I hate" or "sucks" in the title along with a company's name can be easily confused with the company's actual Web site. D) Registering domain names to prevent critical Web sites is a lengthy process. E) Companies have found that it is more effective to respond in kind with attacks against critics.

Which of the following geographical areas has NOT seen a recent population increase? A) micropolitan areas B) suburbs C) the West D) the Northeast E) the South

Which of the following is LEAST likely to be a benefit of conducting marketing research? A) assessing market potential and market share B) understanding customer satisfaction and purchase behavior C) measuring the effectiveness of pricing and accounting D) measuring the effectiveness of distribution and promotion activities E) understanding customer motivation

17) Which of the following may require heavy advertising in order to be set apart from similar products? A) undifferentiated brands B) specialty brands C) international brands D) mature brands E) high-share brands

18) In which type of buying situation would a supplier most likely focus on maintaining product and service quality? A) straight rebuy B) modified rebuy C) new task D) systems task E) solutions task

41) A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________. A) hierarchical needs analysis B) interpretive consumer research C) status influence D) buzz marketing E) information search

65) Marketers describe the way a consumer processes information to arrive at brand choices as ________. A) alternative evaluation B) information search C) purchase decision D) situational factors E) postpurchase dissonance

66) Advertising media costs ________ from country to country. A) differ vastly B) remain about the same C) are rarely negotiated D) are impossible to compare E) are usually comparable

61) Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________. A) secure extranets B) product value analysis C) vendor-managed inventory systems D) blanket contracts E) e-procurement

62) Using a(n) ________, a company puts its purchasing requests online and invites suppliers to bid for the business. A) intranet B) vendor-managed inventory system C) reverse auction D) trading exchange E) router

71) Which type of limited-service wholesaler is owned by farmers who assemble farm produce to sell in local markets? A) cash-and- carry wholesaler B) drop shipper C) rack jobber D) producer's cooperative E) truck jobber

72) Because of ________, a company cannot make its product illegally similar to a competitor's already established product. A) anti-monopoly laws B) patent laws C) the Consumer Product Safety Act D) product warranties E) product liability

45) An intensive distribution strategy is most suitable for which consumer product category? A) convenience products B) unsought goods C) shopping products D) luxury products E) supplies

31) Service differentiation among retailers has ________. A) increased B) decreased C) stayed the same D) franchised E) tripled

54) Retail convergence is a merging of all of the following EXCEPT ________. A) consumers B) employees C) products D) prices E) retailers

A) sales promotion

7) Which major promotion category makes use of displays, discounts, coupons, and demonstrations? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

92) Grayville Rock and Gravel, located in a seaport town, sells rock, gravel, and sand to local markets. It has just been awarded a contract with a company 500 miles down the coast. Management should consider switching from truck to ________ transport. A) water B) rail C) pipeline D) air E) none of the above

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. A) user status B) usage rates C) benefit D) behavior E) loyalty status

Segmenting voters as either Democrats or Republicans is an example of ________. A) psychographic segmentation B) demographic segmentation C) occasion segmentation D) intermarket segmentation E) A and D

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation. A) behavioral B) psychographic C) age and life cycle D) demographic E) geographic

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. A) image B) people C) company D) reputation E) subliminal

Which of the following is the most popular method for segmenting markets? A) demographic B) gender C) psychographic D) behavioral E) geographic

Which of the segmenting strategies carries higher-than- average risks in consumer markets? A) concentrated B) mass C) differentiated D) undifferentiated E) multiple-segment

You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________. A) its value proposition B) target marketing C) capturing the consumers' attention D) value profiling E) differentiated marketing

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase? A) contacting respondents B) respondents who give biased answers C) interviewers who take shortcuts D) interpreting and reporting the findings E) interviewers who make mistakes

23) A conventional distribution channel consists of one or more ________ producers, wholesalers, and retailers. A) product-related B) independent C) contract D) estranged E) merchant

44) When determining the number of channel members to use at each level, three strategies are available: intensive, exclusive, and ________ distribution. A) multichannel B) selective C) international D) direct E) extensive

An organic farmer has identified three distinct groups who might be interested in his products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters. These three groups are examples of ________. A) marketing mixes B) market segments C) product mixes D) mass markets E) market positions

In general, a company should enter only segments in which it can ________ and ________. A) offer lower prices; ship faster B) offer superior value; gain advantages over competitors C) offer superior value; ship faster D) gain advantages over competitors; mass market its products E) offer lower prices; develop customer loyalty

In target marketing, the issue of social responsibility is not really who is targeted, but rather ________ and for ________. A) why; what B) how; what C) why; how long D) where; how long E) how; how long

In the scenario, how does Herb segment his market? A) loyalty status B) usage rate C) income D) geographically E) demographically

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment. A) elderly B) child C) animal D) minority E) senior

Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use? A) more-for- the-same B) more-for- more C) repositioning D) the-same- for-less E) more-for- less

The 55-year- old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________. A) market segment B) target market C) niche market D) micro market E) undifferentiated market

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation. A) user status B) age and life-cycle C) psychographic D) behavioral E) lifestyle

When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing. A) undifferentiated B) differentiated C) target D) individual E) niche

When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most likely uses which type of segmentation? A) readiness B) gender C) behavior D) occasions E) geographic

When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous. A) differentiated B) undifferentiated C) concentrated D) customized E) localized

When it first opened for business, Home Depot claimed to offer better products at lower prices. This hard-to- sustain value proposition is called ________. A) more-for- the-same B) more-for- less C) more-for- more D) same-for- less E) same-for- more

Which difficult-to- sustain positioning strategy attempts to deliver the "best-of- both"? A) more-for- the-same B) more-for- less C) same-for- less D) less-for- much-less E) more-for- more

Which of the listed choices is NOT a positioning task? A) identifying a set of possible competitive advantages upon which to build a position B) surveying frequent users of the product C) selecting an overall positioning strategy D) effectively communicating and delivering the chosen position to the market E) selecting the right competitive advantages

Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers E) wholesalers

Because of increasing ________, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services. A) numbers of nontraditional families B) family size C) levels of education D) social class awareness E) ethnic diversity

15) Paul Pierce is busy working with other managers evaluating the products and businesses making up their company. Paul is engaged in ________. A) defining the company's mission statement B) preparing a business portfolio C) portfolio analysis D) marketing planning E) marketing control

16) Which of the following can be a company division, a product line within a division, or sometimes a single product or brand? A) a market B) the BCG C) an SBU D) a PLC E) a value delivery network

99) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the ________ concept. A) selling B) marketing C) product D) production E) societal marketing

A brand difference is worth establishing and promoting to the extent that it satisfies all of the criteria below EXCEPT which one? A) important B) distinctive C) divisible D) affordable E) noticeable

ByWay Ventures chose a differentiated marketing strategy. The company had to weigh ________ against ________ when selecting this strategy. A) extra research; costs B) sales analysis; sales C) increased sales; increased costs D) geographic segmentation; demographic segmentation E) attitudes; perceptions

In marketing his writing utensils to his four specialty-shop customers, Herb is using ________ marketing. A) mass B) undifferentiated C) niche D) mass customization E) individual

Many firms make an effort to identify smaller, better-defined target groups by using ________. A) differentiation B) concentrated marketing C) multiple segmentation bases D) positioning E) mass marketing

P&G sells six brands of laundry detergent in the United States, each designed for one of six laundry segments P&G has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage of P&G's differentiated marketing strategy? A) lost sales that would have been made with an undifferentiated marketing strategy across all segments B) lost customer loyalty due to lack of brand loyalty C) increased costs for separate marketing plans for each brand D) other suppliers controlling pricing E) lack of resources to succeed in an attractive segment

Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation. A) benefit B) user status C) usage rate D) psychographic E) occasions

The answer to the customer's question "Why should I buy your brand?" is found in the ________. A) quality image B) customer services C) value proposition D) differentiation E) pricing and promotion structure

There are several different sports watches for cyclists. When compared to its competitors, the Bike Nashbar watch is the least expensive. The Acumen Basic is the only one designed for older cyclists who prefer a larger display. Sports Instrument is the most comfortable of all the available watches. This describes the ________ of the three sports watches. A) marketing mixes B) mass marketing strategies C) positions D) consumer orientations E) selling orientations

Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches. A) in malls in major cities B) in central business districts C) on the Internet D) near major competitors E) far from competitors

When Pacific Fisheries groups its customers by regions such as Asia, Australia, or New Zealand, it is using which segmenting base? A) economic factors B) political and legal factors C) geographic location D) benefits sought E) demographics

When Walmart customizes its merchandise store by store to meet shopper needs, it is practicing ________. A) niche marketing B) psychographic marketing C) local marketing D) social segmentation E) individual marketing

Which of the following is the most logical reason for P&G offering products that compete with one another on the same supermarket shelves? A) Different people want a greater selection. B) Procter & Gamble has little competition. C) Different people want different mixes of benefits from the products they buy. D) Retailers request it. E) It creates healthy competition.

Which of the following statements illustrates why stereotypes should be avoided when using age and life-cycle segmentation? A) Old women love to shop; young women love it more! B) Most 10-year- old boys are mischievous. C) Some 70 year olds use wheelchairs; others play tennis. D) The majority of 20 year olds have to work; the same holds true for 30 and 40 year olds. E) both C and D

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? A) more-for- the-same B) more-for- less C) same-for- less D) less-for- much-less E) all-or- nothing

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item? A) behavioral B) psychographic C) occasion D) impulse E) emergency

Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________. A) observational research B) behavioral research C) qualitative research D) experimental research E) survey research

Cause-related marketing is a(n) ________. A) response to customer needs B) primary form of environmental awareness C) primary form of corporate giving D) lobbying response to corporate legislative problems E) attempt to influence consumers' core beliefs

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________. A) extension B) equity C) specialty D) service E) endurance

76) Proud Pets, a producer of clothing and accessories for pets, has recently partnered with a regional chain of pet stores. Which of the following would Proud Pets be LEAST likely to expect from its new channel member? A) promoting its products through advertising B) assembling and packaging its products for final sale C) distributing relevant marketing research information D) identifying raw materials and other productive inputs E) negotiating on its products' prices

77) When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________. A) narrowly B) realistically C) specifically D) broadly E) futuristically

78) Cathy's Clothes is a small retail chain successfully selling women's clothing and accessories with a profitable focus on buyers who have relatively modest means. This is an example of ________. A) convenience B) social marketing C) societal marketing D) target marketing E) value packing

93) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers? A) All customers will be delighted. B) Customer-perceived value will increase. C) Customer evangelists will become unpaid salespersons for the service or product. D) Not all customers will be satisfied. E) The company will need to follow up with a service campaign.

94) Which of the following reflects the marketing concept? A) "The supplier is king." B) "Marketing should be viewed as foraging and not gardening." C) "This is what I make; won't you please buy it?" D) "This is what I want; won't you please make it?" E) "Customers need to be told where they want to go."

Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for? A) unique selling product B) unique services practice C) unique sales pitch D) unique selling proposition E) unique strategic practice

Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following items should NOT be on the list? A) relative power of buyers B) lack of powerful suppliers to control prices C) few substitute products D) competition with superior resources E) financial resources

Demographic variables are frequently used in market segmentation because they ________. A) create smaller segments than other methods do B) create more easily reached segments than other methods do C) do not involve stereotypes D) are easy to measure in comparison to many other methods E) involve fewer attributes to consider than other methods do

Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case a consumer would purchase a product positioned with a ________ strategy. A) more-for- the-same B) more-for- less C) same-for- less D) less-for- much-less E) all-or- nothing

International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis? A) political factors B) legal factors C) geographic factors D) economic factors E) cultural factors

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following terms does NOT apply to this type of marketing? A) one-to- one B) customized C) markets-of- one D) concentrated E) mass customization

Objective: 12-2 100) In using air transportation and then expedited truck carriers to deliver specialty items to customers outside of a designated delivery range, Miller Meats is using ________. A) all of its supply chain B) all of its value delivery network C) direct marketing channels D) intermodal transportation E) a horizontal marketing system

Sanguine Services is a small company that practices a marketing strategy in which its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies? A) undifferentiated B) differentiated C) mass D) concentrated E) geographically dispersed

Successful niche marketing is most dependent on a firm's ________ and its ________. A) promotions strategy; services B) individual relationships with customers; positioning C) superior products; value network partners D) greater knowledge of customers' needs; special reputation E) competitive advantage in comparison to mass-market companies; affordable pricing

Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and brand positioning in a formal way. Superior's management would use a ________. A) mission statement B) vision statement C) competitive statement D) positioning statement E) company statement

To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one? A) segment size B) segment growth C) segment structural attractiveness D) company values E) company resources

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. A) accessible B) measurable C) reachable D) actionable E) differentiable

Which type of statement first indicates the product's membership in a category and then shows its point-of- difference from other members of the category? A) mission statement B) vision statement C) differentiation statement D) positioning statement E) statement of intent

________ tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. A) Undifferentiated B) Differentiated marketing C) Niche marketing D) Local marketing E) Individual marketing

82) Which of the following is an example of horizontal channel conflict? A) managers of two separate Holiday Inns disagreeing over what constitutes poor service B) United Airlines competing with Northwest Airlines for customers C) disgruntled factory workers complaining about a small pay raise D) the BMW dealership in Fort Wayne complaining that the BMW dealership in Indianapolis is situated too close E) A and D

Bob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown. Though the towns are only 40 miles apart, the consumers at both stores are very different demographically. Bob and Phyllis alter the product offerings between both locations in an effort to cater to both demographic groups. This is an example of ________. A) local marketing B) psychographic segmentation C) mass customization D) demographic segmentation E) A and C

Which of the following is NOT a drawback of local marketing? A) It can drive up manufacturing costs. B) It can drive up marketing costs by reducing economies of scale. C) It can create logistics problems. D) A brand's overall image might be diluted through too much variation. E) Supporting technologies are not available.

Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. A) attributes B) benefits C) variation D) selection E) beliefs and values

Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible

Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation. A) private B) maximum C) intermittent D) at least some E) no

In considering the changing American family, which of the following are marketers likely to consider the LEAST important? A) The number of traditional households has increased. B) Baby boomers are hitting retirement age. C) The number of married couples with both partners working outside of the home has increased. D) Married couples with children make up less than 25% of the nation's households. E) The number of stay-at-home fathers has increased in the past 20 years.

In general, marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost

In marketing research, managers often start with ________ research and later follow with ________ research. A) exploratory; descriptive or causal B) descriptive; secondary or commercial C) descriptive; exploratory or secondary D) causal; descriptive or exploratory E) causal; exploratory or secondary

Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists but was collected for a different purpose D) used by competitors E) that researchers can only obtain through surveys and observation

Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics? A) intangibility B) inseparability C) perishability D) heterogeneity E) variability

Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities. A) brands B) experiences C) benefits D) services E) staples

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? A) telephone surveys B) personal interviews C) Internet surveys D) mail surveys E) focus group interviews

The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." A) social B) brand equity C) service D) product line E) place

The LOHAS market is most closely associated with which of the following cultural trends? A) environmental sustainability B) increased patriotism C) distrust of political systems D) organized religion E) thriftiness

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. A) length B) depth C) consistency D) width E) perimeter

The major product line decision involves ________. A) line equity B) product line depth C) product line conformance D) product line length E) product packaging

Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology? A) Generation X B) Millennials C) the elderly D) Generation Z E) baby boomers

Which of the following groups of workers is projected to become smaller over the next ten years? 36) Which of the following groups of workers is projected to become smaller over the next ten years? A) white collar workers B) manufacturing workers C) managers D) telecommuters E) professional workers

Workers, managers, and members of the board are all part of a company's ________ public. A) general B) internal C) local D) intermediary E) market

42) Many people feel that ________ pricing is fairer to both buyers and sellers. Sellers earn a fair return on their investment but do not take advantage of buyers when buyers' demand becomes great. A) skimming B) markup C) elasticity D) inelasticity E) penetration

1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations

1) ________ is the amount of money charged for a product or service. A) Value B) A demand C) Price D) A wage E) Salary

24) Commissions or bonuses that a salesperson receives from a company are categorized as the ________ of a compensation plan. A) base salary B) fixed amount C) variable amount D) fringe benefit E) pension component

1) ________ is never simple, yet understanding it is the essential task of marketing management. A) Brand personality B) Consumption pioneering C) Early adoption D) Buying behavior E) Understanding the difference between primary and secondary data

10) Which of the following is NOT considered an important American subculture by marketers? A) Hispanic Americans B) African Americans C) mature consumers D) opinion leaders E) Asian Americans

10) With ________, price is set to match consumers' perceptions of product value. A) variable cost pricing B) cost-plus pricing C) cost-based pricing D) value-based pricing E) everyday low pricing

14) A product in the maturity stage will often require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) cooperative

100) Which of the following promotions would be most appropriate for Reliable Tool to use in its attempt to promote its products and generate new business leads? A) rebates B) premiums C) specialty advertising items D) point-of purchase promotions E) conventions and trade shows

16) Walmart is famous for using what important type of value pricing? A) competition-based pricing B) everyday low pricing C) cost-plus pricing D) break-even pricing E) penetration pricing

) Anna Gregory just read a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research involving these countries? A) It is on the decrease due to high costs. B) The costs are higher than the benefits. C) There is a lack of qualified research personnel. D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of data are consistent among different countries.

) Business legislation has been created for three basic reasons: to protect companies from each other, to protect consumers, and to ________. A) protect the interests of society B) regulate prices C) increase world trade D) regulate monopolies E) promote social responsibility

) Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for marketing decisions. A) informal surveys B) experimental research C) guess work D) ethnographic research E) secondary sources

) Researchers generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) Why should respondents be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above

18) ________ calls for testing new-product concepts with groups of target consumers. A) Concept development B) Concept testing C) Idea generation D) Idea screening E) Test marketing

) What is a major drawback of probability sampling?nhuoc diem : mat thoi gian A) It can be time consuming. B) The sampling error cannot be measured. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection.

) Which of the following statements regarding competitive marketing intelligence is true? A) The advantage of using competitive marketing intelligence is negligible. B) All competitive marketing intelligence is available for free. C) Competitive marketing intelligence relies upon privately held information. D) Competitive marketing intelligence relies upon publicly available information. E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.

B) pricing structure

1) A company sets not a single price, but rather a ________ that covers different items in its line that change over time as products move through their life cycles. A) pricing by-product B) pricing structure C) pricing loop D) pricing cycle E) pricing bundle

C) the promotion mix

1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

1.________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A) Franchising B) Retailing C) Brokering D) Wholesaling E) Disintermediation

A) various products in a line

10) A challenge for management in product line pricing is to decide on the price steps between the ________. A) various products in a line B) product mixes C) product groupings D) product lines E) channel partners

D) Mass media no longer capture the majority of promotional budgets.

10) Which of the following is NOT a factor in the changes occurring in today's marketing communications? A) Mass markets have fragmented, and marketers are shifting away from mass marketing. B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Today's consumers are better informed about products and services.

10) Your firm asks you to consult external sources for new-product ideas. All of the following are common external sources EXCEPT ________. A) customers B) suppliers C) competitors D) trade shows and magazines E) the firm's executives

10. Which type of store carries a wide variety of product lines and differentiates itself through service, but has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower-priced discounters on the other? A) chain B) department C) factory outlet D) merchant wholesaler E) independents

B) product bundle pricing

100) By offering a set of pens packaged with stationery and matching envelopes, Quills is using ________. A) optional product pricing B) product bundle pricing C) by-product pricing D) dynamic pricing E) price fixing

100) Evelyn's vacuum is at the ________ stage of the product life cycle. A) product development B) introduction C) growth D) adoption E) incubation

C) rational appeal

100) In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________. A) emotional appeal B) standard appeal C) rational appeal D) moral appeal E) social appeal

A) mass marketing

11) Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts. A) mass marketing B) advertising C) direct marketing D) pull strategies E) push strategies

C) low; high markups

11) Typically, producers who use captive-product pricing set the price of the main product ________ and set ________ on the supplies necessary to use the product. A) low; low markups B) high; low markups C) low; high markups D) high; high markups E) moderately; moderate markups

11) Which of the following is the practice of inviting broad communities of customers, employees, independent researchers, and members of the public into the new-product innovation process? A) brainstorming B) idea screening C) crowdsourcing D) outsourcing E) concept testing

11. ________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of- home eating. A) Convenience stores B) Department stores C) Chain stores D) Supermarkets E) Hypermarkets

C) captive product pricing

12) Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is being used? A) product line pricing B) optional product pricing C) captive product pricing D) by-product pricing E) product bundle pricing

12) The purpose of idea generation is to create a ________ number of ideas. The purpose of succeeding stages is to ________ that number. A) small number; reduce B) small number; increase C) large number; increase D) large number; reduce E) limited number; sustain

D) network television

12) Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) cell phone content D) network television E) online social networks

12. Which type of retailer tends to be the most frequently shopped? A) convenience stores B) department stores C) superstores D) supermarkets E) off-price retailers

D) broadcasting; narrowcasting

13) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B) media; sales C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) advertising; word-of-mouth

13) The owners of GrayBerry Gifts have just brainstormed a large number of ideas for adding new products and services after visiting several buying fairs. The owners will begin the first idea-reducing stage, called ________, to arrive at a realistic number to adopt. A) business analysis B) idea generation C) concept testing D) idea screening E) concept development

13. Which type of small store carries a limited line of high-turnover convenience goods and makes most of its revenues from cigarette, beverage, and gasoline sales? A) convenience B) chain C) department D) supermarket E) hypermarket

B) TV and other mass media no longer capture the lion share of promotional budgets.

14) All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) TV ad spending is rising at a slower rate than online ad spending. B) TV and other mass media no longer capture the lion share of promotional budgets. C) Many viewers are using video streaming or DVRs. D) Mass media costs are rising. E) TV audience size is on the decline.

C) two-part

14) When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a(n) ________ pricing strategy. A) by-product B) optional-product C) two-part D) skimming E) penetration

14) Which of the following is most likely to be included in an executive's write up of a new-product idea to be presented to a new-product committee? A) the proposed customer value proposition B) the product image C) the marketing strategy D) the business analysis E) the planned market rollout

14. Which type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services? A) category killer B) chain C) factory outlet D) superstore E) off-price

15) A detailed version of a new idea stated in meaningful customer terms is called a ________. A) product idea B) product concept C) product image D) product proposal E) product movement

C) communications often come from different parts of the company

15) Companies often fail to integrate their various communications to consumers because ________. A) historically consumers have been able to distinguish between message sources B) advertising departments are reluctant to work with public relations professionals C) communications often come from different parts of the company D) personal selling and sales promotion are in direct conflict E) they have overemphasized the concept of brand contact

B) variable usage rate

15) HiPoint Telephone Company uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed fee plus a(n) ________. A) fixed usage rate B) variable usage rate C) standard usage rate D) market usage rate E) optional usage rate

15. Which type of store carries a deep assortment, has knowledgeable staff, and might actually be viewed as a giant specialty store? A) category killer B) chain C) factory outlet D) shopping center E) independent

16) A ________ is the way consumers perceive an actual or potential product. A) product idea B) product concept C) product image D) test market E) concept test

B) optional product

16) Companies involved in deciding which items to include in the base price and which to offer as options are engaged in ________ pricing. A) product bundle B) optional product C) captive product D) by-product

A) don't distinguish between message sources

16) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do. A) don't distinguish between message sources B) are able to differentiate among messages sources C) don't care about buzz marketing D) are not able to block out messages E) block them all out

16. Service retailers include all of the following EXCEPT ________. A) hotels and motels B) airlines C) movie theaters D) bowling alleys E) convenience stores

17) An attractive idea must be developed into a ________. A) product idea B) product concept C) screened product D) test market E) product strategy

A) integrated marketing communications

17) More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) nonpersonal communication channels E) buzz marketing

D) by-product pricing

17) Using ________, companies are able to turn their trash into cash, allowing them to make the price of their main product more competitive. A) product bundle pricing B) optional product pricing C) captive product pricing D) by-product pricing E) skimming

17. ________ retailers in the United States are growing faster than product retailers. A) Discount B) Merchant C) Service D) Specialty E) Off-price

A) communications channels that should be integrated under the concept of integrated marketing communications

18) Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. A) communications channels that should be integrated under the concept of integrated marketing communications B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing

B) at a reduced price

18) Using product bundle pricing, sellers combine several products and offer the bundle ________. A) as a functional unit B) at a reduced price C) as a complete self-service package D) as a reward to loyal customers E) at a premium price

A) It can promote the sales of products consumers might not otherwise buy.

19) What is a major advantage of product bundle pricing? A) It can promote the sales of products consumers might not otherwise buy. B) It allows a company to offset the costs of disposing of by-products. C) It combines the benefits of the other pricing strategies. D) It creates a brand experience for consumers. E) It offers consumers less value for the money.

19. Early ________ cut expenses by offering few services and operating in warehouse-like facilities in low-rent, heavily traveled districts. A) chain stores B) factory outlet malls C) discount stores D) off-price retailers E) full-service retailers

B) sales promotion

2) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity

2) What are the two ways that a company can obtain new products? A) line extension and brand management B) internal development and brand management C) new-product development and acquisition D) service development and product extension E) market mix modification and research and development

2. In recent years, ________ has been growing fast. This includes selling to final consumers through direct mail, catalogs, telephone, and the Internet. A) social marketing B) shopper marketing C) franchising D) nonstore retailing E) e-commerce

B) marketing communications director

20) To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. A) advertising agency B) marketing communications director C) public relations specialist D) personal sales force E) media planner

C) free samples

20) Which of the following is NOT a price adjustment strategy? A) segmented pricing B) promotional pricing C) free samples D) geographical pricing E) seasonal pricing

20) With what groups do firms conduct concept testing for new products? A) suppliers B) employees C) target customers D) manufacturers E) competitors

20. ________ have filled the ultralow-priced, high-volume gap by buying at less-than- regular wholesale prices and charging consumers less than retail. A) Off-price retailers B) Discount stores C) Convenience stores D) Chain stores E) Limited-service retailers

A) consistency; sales

21) Integrated marketing communications produces better communications ________ and greater ________ impact. A) consistency; sales B) sales; consistency C) marketing; competitive D) variety; production E) branding; quality

C) physiological pricing

21) Service Industries, Inc. plans to offer a price-adjustment strategy in the near future. It could consider each of the following EXCEPT ________. A) discount and allowance pricing B) segmented pricing C) physiological pricing D) promotional pricing E) location pricing

21) Which of the following is NOT one of the main types of off-price retailers? A) independents B) factory outlets C) warehouse clubs D) category killers E) membership warehouses

B) large volumes

22) A quantity discount is a price reduction to buyers who purchase ________. A) frequently B) large volumes C) close outs D) inferior merchandise E) superior merchandise

22) After concept testing, a firm would engage in which stage in developing and marketing a new product? A) idea screening B) marketing strategy development C) business analysis D) product development E) test marketing

D) customer relationship

22) Today, marketers are moving toward viewing communications as managing the ________ over time. A) advertising agency B) nonpersonal communication channels C) word-of-mouth influence D) customer relationship E) product life cycle

22. ________, which buy at less-than- regular wholesale prices and charge consumers less than retail, are independently owned and run or are divisions of larger retail corporations. A) Discount stores B) Warehouse clubs C) Superstores D) Independent off-price retailers E) Full-service retailers

23) The first part of the marketing strategy statement describes the target market; the planned product positioning; and goals for sales, profits, and ________. A) market share B) product longevity C) secondary markets D) promotional mixes E) life-cycle duration

A) channel members who perform tasks that the manufacturer would otherwise have to perform

23) Trade or functional discounts are offered by manufacturers to ________. A) channel members who perform tasks that the manufacturer would otherwise have to perform B) consumers who earn a price reduction for buying in bulk C) intermediaries such as financing institutions as a cost of doing business with them D) other channel members that agree to exclusive distribution contracts E) the government market and other organizations that require bid proposals

D) an audit of all potential customer touch points

23) Using integrated marketing communications, the communications process should start with ________. A) an advertising strategy B) the competitive-parity method C) public relations D) an audit of all potential customer touch points E) publicity

23. ________ are sometimes several stores grouped together. These stores offer prices as low as 50 percent below retail on a wide range of mostly surplus, discounted, or irregular items. A) Category killers B) Factory outlets C) Specialty stores D) Superstores E) Power centers

24) The second part of the marketing strategy statement outlines the product's planned price, distribution, and ________ for the first year. A) advertising B) promotional mix C) marketing budget D) positioning E) target market

B) Personal selling

62) ________ is the company's most expensive promotion tool. A) Advertising B) Personal selling C) Mass media D) Public relations E) Publicity

29) New World Releases is conducting a business analysis to determine which of the many new songs available to management should be released. Sales must be estimated before costs can be estimated. Which of the following did your text recommend for forecasting sales? A) conducting surveys of competitors B) considering the history of market opinions C) considering the sales history of similar products and conducting surveys of market opinions D) applying the PLC concept E) none of the above

29) Retail assortments are looking more and more alike because ________. A) customers today are more focused on service differentiation B) national-brand manufacturers have placed their products almost everywhere C) market segmentation has proved ineffective D) stores are clustered together to increase their customer pulling power E) more stores are practicing "experiential retailing"

A) costs

29) Under product-form pricing, different versions of a product are priced differently, but not according to differences in its ________. A) costs B) distribution channels C) marketing budgets D) reference prices E) retail outlets

B) advertising

3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) advertising C) direct marketing D) personal selling E) public relations

D) Competitors can enter the market easily.

3) Of the following, which statement(s) would NOT support a market-skimming policy for a new product? A) The product's quality and image support its higher price. B) Enough buyers want the products at that price. C) Competitors are not able to undercut the high price. D) Competitors can enter the market easily.

3) Product improvements, product modifications, and original products can all be classified as ________. A) pioneer products B) new products C) product strategies D) product extensions E) test products

3. ________ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own "locate- compare-select" process in order to save money. A) Limited-service B) Self-service C) Full-service D) Specialty-service E) Wholesaling

B) overlaps with; effective

30) In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be. A) varies from; distinguishable B) overlaps with; effective C) connects with; ineffective D) coincides with; creative E) departs from; direct

30) Until retailers ________ and ________ their markets, they cannot make consistent decisions about product assortment, services, pricing, advertising, store décor, or any of the other decisions that must support their positions. A) compete with; position B) target; compete with C) define; profile D) limit; serve E) divest; eliminate

D) time-based

30) When a firm varies its price by the season, month, day, or even hour, it is using ________ pricing. A) revenue management B) penetration C) variable D) time-based E) value-added

31) In the ________ stage of new-product development, products undergo rigorous tests to make sure that they perform safely and effectively or that consumers will find value in them. A) business analysis B) idea generation C) concept development and testing D) product development E) marketing mix

C) understand

31) To communicate effectively, a marketing communicator must ________ the consumer's field of experience. A) compete with B) share C) understand D) create E) reference

32) A retailer may fail because it tries to provide "something for everyone" and ends up satisfying no market well. Successful retailers ________ their target markets well and position themselves strongly. A) increase B) franchise C) wholesale D) define E) position

C) have experience with the product

32) Consumers are less likely to use price to judge the quality of a product when they ________. A) lack information B) lack skills to use the product C) have experience with the product D) are shopping for a specialty item E) cannot physically examine the product

32) In a ________, new products and marketing tactics are tested among specifically identified groups of customers and stores. A) controlled test market B) simulated test market C) standard test market D) random test market E) single-city test market

33) A retailer's ________ should differentiate the retailer while matching target shoppers' expectations. One strategy is to offer merchandise that no other competitor carries. A) agent B) broker C) product assortment D) environment E) distribution strategy

33) In a ________, new products and marketing tactics are tested online in a virtual shopping environment. A) controlled test market B) simulated test market C) standard test market D) random test market E) single-city test market

B) deliver products to the customer

33) Marketing communicators must do all of the following EXCEPT ________. A) identify the target audience B) deliver products to the customer C) determine the communication objectives D) collect feedback E) choose the media through which to send a message

B) reference prices

33) Which of the following refers to the prices that a buyer carries in his or her mind and refers to when looking at a given product? A) target prices B) reference prices C) promotional prices D) geographical prices E) dynamic prices

34) Costco's surprise offerings of seconds, overstocks, and closeoutsoccasionally including diamondsis an example of how a retailer can differentiate itself through ________. A) product assortment B) services mix C) experiential retailing D) store atmosphere E) high-low pricing

B) desire

34) In the AIDA model, the D stands for ________. A) demand B) desire C) data D) do-it-yourself E) decoding

C) an important quality signal

34) When consumers cannot judge quality because they lack the information or skill, price becomes ________. A) less important B) insignificant C) an important quality signal D) the only driver of the purchase E) negotiable

D) identifying perceived value

35) All of the following are typical ways a buyer might form a reference price EXCEPT ________. A) noting current prices B) remembering past prices C) assessing the buying situation D) identifying perceived value E) being influenced by sellers

35) Bonneville Communications is concerned about test marketing its new device. Which of the following is NOT a disadvantage of test marketing that would likely concern Bonneville Communications? A) Test marketing costs can be high. B) It can take a lot of time to test market. C) Test marketing allows time for competitors to spy and gain advantages. D) People who are surveyed tend to tell less than the truth. E) Test marketing does not guarantee success.

35) Home Depot offers "how-to" classes for do-it- yourselfers, featuring instructions on how to complete home improvement projects using products sold at its stores. This is an example of how Home Depot has differentiated itself through its ________. A) product assortment B) services mix C) segmentation D) atmosphere E) targeting

C) marketing message

35) The AIDA model identifies the characteristics of an effective ________. A) advertising budget B) channel of communication C) marketing message D) marketing mix E) marketing response

B) buyer-readiness

36) The six ________ stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase. A) personal readiness B) buyer-readiness C) objective readiness D) market readiness E) supplier readiness

36) Under what circumstances might it be wise for a company to do little or no test marketing? A) when a new product requires a major investment B) when management is not sure of the product C) when management is not sure of the marketing program D) when the product has no substitutes and is new in its category E) when the costs of developing and introducing the product are low

D) promotional pricing

36) What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency? A) segmented pricing B) psychological pricing C) referent pricing D) promotional pricing E) basing-point pricing

36) While all retailers would like to achieve ________ while charging ________, the two seldom happen together. A) low volume; high markups B) low volume; low markups C) high volume; high markups D) high volume; low markups E) high volume; cut-rate markups

37) Many marketers are now using new interactive technologies, such as Frito-Lay's online virtual convenience store, to reduce the cost of ________. A) concept development B) concept testing C) commercialization D) product development E) test marketing

C) giving pricing secrets away to competitors

37) Promotional pricing can have all of the following adverse effects EXCEPT ________. A) creating deal-prone customers B) eroding the brand's value in the eyes of customers C) giving pricing secrets away to competitors D) becoming addictive to both the customer and business E) delaying the company's focus on long-term strategies

A) cash rebate

38) In a form of promotion pricing, customers buy products from manufacturers' dealers within a specified time period, and then the manufacturer sends the customer a check called a ________. A) cash rebate B) discount C) dealer reduction D) promotional pricing reward E) discount allowance

38) Press conferences, speeches, store openings, special events, newsletters, magazines, and public service activities are examples of ways retailers use ________. A) public relations B) sales promotions C) personal selling D) the wheel-of- retailing concept E) retail convergence

38) The major purpose of test marketing is to provide management with the information needed to make a final decision about ________. A) how to develop a market strategy B) which market to compete in C) whether to launch the new product D) how to compete in the market E) how long to compete in the market

D) use extensive "teaser" advertising

39) All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one? A) offer special promotional prices B) offer add-on features C) offer premiums D) use extensive "teaser" advertising E) offer rebates

B) promotional pricing

39) Low-interest financing and longer warranties are both examples of ________. A) segmented pricing B) promotional pricing C) allowances D) discounts E) product-form pricing

39) Why do stores cluster together? A) to decrease competition B) to increase their customer pulling power C) to take advantage of franchise agreements D) to create retailer cooperatives E) to standardize the service mix

A) price skimming

4) A firm is using ________ when it charges a high, premium price for a new product with the intention of reducing the price in the future. A) price skimming B) trial pricing C) value pricing D) market-penetration pricing E) prestige pricing

D) public relations

4) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising

4) Which of the following is NOT a potential reason for a new product to fail? A) an underestimated market size B) a poorly designed product C) an incorrectly positioned product D) higher than anticipated costs of product development E) ineffective advertising

4. ________ such as Sears provide more sales assistance because they carry more shopping goods about which customers need information. Their increased operating costs result in higher prices. A) Self-service retailers B) Full-service retailers C) Off-price retailers D) Limited-service retailers E) Specialty-service retailers

B) rational

40) A message showing a product's quality, economy, value, or performance is called a(n) ________ appeal. A) structural B) rational C) emotional D) moral E) standard

40) Which of the following costs is most likely associated with the commercialization stage of new-product development? A) building or renting a manufacturing facility B) paying groups of target customers for product feedback C) determining the product's planned price, distribution, and marketing budget D) developing a prototype of the product E) identifying target markets

C) dynamic pricing

40) Which of the following is NOT a geographical pricing strategy? A) FOB-origin pricing B) zone pricing C) dynamic pricing D) uniform-delivered pricing E) basing-point pricing

40) ________ were the main form of retail cluster until the 1950s. A) Department stores B) Discount stores C) Independent off-price retailers D) Central business districts E) Independent stores

41) A ________ is a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit. A) merchant wholesaler B) franchise C) shopping center D) supermarket E) hypermarket

41) A company getting ready to launch a new product must make several decisions. The company must first decide on ________. A) whether to launch the product in a single location B) whether to launch the product in a region C) whether to launch the product into full national distribution D) when to time the new product introduction E) when to develop a planned market rollout

B) zone pricing

41) Durango China Company charges all customers within different identified geographical areas a single total price. The more distant the area, the higher the price. This is ________. A) freight-absorption pricing B) zone pricing C) uniform-delivered pricing D) FOB-origin pricing E) bulk rate pricing

C) emotional

41) Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand. This type of message is called a(n) ________ appeal. A) rational B) structural C) emotional D) moral E) standard

42) A ________ contains from 40 to 200 stores, is like a covered mini-downtown, and attracts customers from a wide area. A) community shopping center B) neighborhood shopping center C) strip mall D) regional shopping center E) power center

42) Following the decision to "time" the introduction of the new product, a company must decide ________ to launch the new product. A) where B) how C) to what degree D) why E) all of the above

A) humor

42) Though a popular appeal, when used poorly ________ can detract from comprehension, quickly wear out its welcome, overshadow the product, or even irritate consumers. A) humor B) nonpersonal communication C) direct marketing D) integrated marketing E) noise

D) FOB-origin pricing

42) Under which type of geographic pricing strategy does each customer pay the exact freight for the product from the factory to its destination? A) zone pricing B) basing-point pricing C) uniform-delivered pricing D) FOB-origin pricing E) dynamic pricing

43) 7A ________ contains between 15 and 40 retail stores, including a department or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank. A) community shopping center B) neighborhood shopping center C) strip mall D) regional shopping center E) power center

A) proper

43) Moral appeals are directed to the audience's sense of what is "right" and ________. A) proper B) affordable C) traditional D) positive E) emotional

43) Using a ________, a company launches a product in a few regional markets and then expands based on how successful the product is. A) simulated market B) controlled market C) concentrated market D) market rollout E) market blitz

B) freight-absorption

43) Using this pricing strategy, the seller takes responsibility for part or all of the actual freight charges in order to get the desired business. A) FOB origin B) freight-absorption C) basing-point D) loss leader E) zone

44) Most shopping centers are ________ containing between 5 and 15 stores; they are close and convenient for consumers. A) community shopping centers B) power centers C) strip malls D) lifestyle centers E) factory outlets

A) draw a conclusion

44) The communicator must decide how to handle message structure issues. One issue is whether to ________ or not. A) draw a conclusion B) make a moral appeal C) use the pull strategy D) use the push strategy E) avoid competitors

C) uniform-delivered pricing

44) Which of the following is the opposite of FOB-origin pricing? A) basing-point pricing B) freight-absorption pricing C) uniform-delivered pricing D) freight-absorption pricing E) zone pricing

44) Which type of new-product development process focuses on finding new ways to solve customer problems and create more customer-satisfying experiences? A) concept testing B) new-product development C) customer-centered new-product development D) sequential product development E) team-based new-product development

A) two-sided

45) A(n) ________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome. A) two-sided B) one-sided C) moral D) emotional E) scientific

C) market penetration; holding on to increasingly competitive markets

45) Freight-absorption pricing is used for ________ and ________. A) market penetration; higher profit margins B) holding on to increasingly competitive markets; higher profit margins C) market penetration; holding on to increasingly competitive markets D) generating temporary higher profits; discouraging competitors E) services; installations

45) Today's trend in retail clusters is toward ________, huge unenclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store. A) shopping malls B) power centers C) superstores D) chain stores E) regional shopping centers

45) ________ is a new-product development approach in which one company department works to complete its stage of the process before passing the new product along to the next department and stage. A) Team-based product development B) Simultaneous product development C) Sequential product development D) Product life-cycle analysis E) Micromarketing

46) A ________ is a smaller mall with upscale stores, convenient locations, and an expensive atmosphere. It is typically located near affluent residential neighborhoods. A) regional shopping center B) lifestyle center C) community shopping center D) franchise E) power center

46) In order to get their new products to market more quickly, many companies are adopting a faster, team-oriented approach called ________. A) simulated new-product development B) sequential product development C) team-based new-product development D) phased-in new-product development E) market development

D) uniform-delivered

46) When a company charges the same rate to ship a product anywhere in the United States, it is using which form of geographic pricing? A) FOB delivered B) FOB factory C) FOB origin D) uniform-delivered E) basing-point

D) A and B

46) Which of the following represent(s) a two-sided message? A) Listerine tastes bad twice a day. B) Heinz Ketchup is slow good. C) Etonic athletic shoes are built so you can last. D) A and B E) none of the above

47) At Fantastic Flavors, a large regional chain of candy stores, employees from marketing, design, production, and finance work in a cross-functional group to save time and money in the new-product development process. Fantastic Flavors uses a(n) ________ approach. A) customer-centered new-product development B) sequential new-product development C) team-based new-product development D) innovation management system E) consumer composite

D) strongest

47) In designing the message structure, marketers must decide whether to present the ________ arguments first or last in a message. A) emotional B) structural C) moral D) strongest E) scientific

47) In response to a(n) ________, many retailers have cut costs, used price promotions, and added new value pitches to their positioning. A) down economy B) up economy C) dot-com meltdown D) dot-com boom E) shift in retail technology

B) dynamic pricing

47) The Internet offers ________, where the price can easily be adjusted to meet changes in demand. A) captive pricing B) dynamic pricing C) basing-point pricing D) price bundling E) cost-plus pricing

E) message format

48) A marketer is making decisions about the headline, copy, illustration, and colors for a print ad. The marketer is making decisions about the ________. A) message structure B) message content C) message medium D) message channel E) message format

48) According to the ________ concept, new retailing forms often begin as low-margin, low- price, low-status operations to challenge established retailers, then become successful, and eventually take the place of the established retailers they had challenged. A) agent B) broker C) wheel-of- retailing D) warehousing E) product life cycle

D) dynamic pricing

48) Some companies are reversing the fixed pricing trend and using ________. A) captive pricing B) segmented pricing C) promotional pricing D) dynamic pricing E) geographical pricing

48) The team-based new-product development approach uses cross-functional teams that overlap the steps in the process to achieve which of the following goals? A) save time and eliminate errors B) save time and increase effectiveness C) increase effectiveness and employee satisfaction D) speed product to market and reduce costs E) B and D

A) adjust their prices; take local market conditions into consideration

49) Most companies that conduct international business ________ to ________. A) adjust their prices; take local market conditions into consideration B) use promotional pricing; create excitement in new markets C) use geographical pricing; reduce delivery costs D) set a uniform price; maintain a consistent product image E) initiate price cuts; compensate for import tariffs and taxes

49) The merging of consumers, products, prices, and retailers is called ________. A) retail conglomeration B) consumer convergence C) price merging D) retail convergence E) retail clustering

C) communication

49) The two broad types of ________ channels are personal and nonpersonal. A) marketing B) competitive C) communication D) buyer E) seller

49) Which of the following is a disadvantage of a team-based approach to new-product development? A) It takes longer to get the right products to market. B) The development effort is not as effective because of team members' lack of expertise. C) Levels of risk can be more easily controlled. D) Organizational confusion and tension can affect the process. E) The process does not work with the shorter life cycles of many of today's products

B) strategic positioning

5) Which of the following is NOT a major category in a company's promotion mix? A) sales promotion B) strategic positioning C) direct marketing D) public relations E) advertising

5) Your firm added three new products earlier this year to increase variety for customers. Two of them failed to reach even minimal sales. Which of the following is LEAST likely to have been the cause of their failure? A) The products were priced too high. B) The products were advertised incorrectly. C) Competitors fought back harder than expected. D) Research was too extensive. E) The product launch was ill-timed.

5. Which type of stores usually carry more specialty goods for which customers like to be "waited on" and have much higher operating costs, which are passed along to the customer? A) self-service stores B) category killer stores C) full-service stores D) independent stores E) specialty-service retailers

50) The innovation management system approach yields two favorable outcomes: it helps create an innovation-oriented company culture, and it ________. A) clearly assigns responsibility for the process B) yields a larger number of new-product ideas C) guarantees successful products D) frees up senior management time E) requires less budget support

C) buzz marketing

51) Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________. A) sales promotion B) indirect marketing C) buzz marketing D) stealth marketing E) public relations

51) The rise of huge mass merchandisers and specialty superstores, along with retail mergers and acquisitions, has created a core group of very large and very powerful ________. A) category killers B) franchises C) megaretailers D) power centers E) lifestyle centers

51) The search for new-product ideas should be ________ rather than haphazard. A) intermittent B) systematic C) segmented D) strategically planned E) rare

D) the additional costs of improving a country's infrastructure

51) Which of the following is LEAST likely to cause price escalation in foreign markets? A) the additional costs of product modifications B) the additional costs of shipping and insurance C) the additional costs of import tariffs and taxes D) the additional costs of improving a country's infrastructure E) exchange rate fluctuations

52) Mail-order, phone, and online shopping are all examples of ________. A) shopper marketing B) nonstore retailing C) off-price retailing D) full-service retailing E) wholesaling

C) atmospheres

52) Nonpersonal communication channels include major media, ________, and events. A) sales calls B) buzz marketing C) atmospheres D) word of mouth E) e-mail

E) language barriers

52) Price escalation in international markets may result from four of these five marketing conditions. Which one will have the LEAST effect? A) the additional cost of physical distribution B) exchange-rate fluctuations C) market instability D) higher costs of selling E) language barriers

52) ________ is the product life cycle period when sales fall off and profits drop. A) Introduction B) Growth C) Maturity D) Decline E) Development

53) Increasing profits will most likely occur at which stage of the PLC? A) introduction B) maturity C) growth D) decline E) product development

D) a drive to reduce market share

53) There are many reasons why a firm might consider cutting its price. All of the following are among them EXCEPT ________. A) excess capacity B) falling demand in the face of strong price competition C) a drive to dominate the market through lower costs D) a drive to reduce market share E) a drive to gain market share and cut costs through volume

C) Internet "chats"

53) Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media and display media. This will include all of the following EXCEPT ________. A) newspapers B) magazines C) Internet "chats" D) direct mail E) billboards

53) Which of the following has NOT contributed to the growth of online business? A) easier-to- use Web sites B) more interesting and attractive Web sites C) concerns about online privacy and security D) improved online service E) increasingly sophisticated search engines

B) collect feedback

54) To ________, a marketer can ask target audience members whether they remember the message, how many times they saw it, and what points they remember. A) select a message source B) collect feedback C) select a message channel D) plan a media purchase E) design a marketing appeal

A) to address the issue of overdemand for a product

54) Which of the following is a reason for a company to raise its prices? A) to address the issue of overdemand for a product B) to win a larger share of the market C) to use excess capacity D) to boost sales volume E) to balance out decreasing costs

54) Which stage in the PLC is characterized by rapid market acceptance and increasing sales? A) introduction B) maturity C) growth D) decline E) development

55) Some products that have entered the decline stage have been cycled back to the growth stage through ________. A) promotion or repositioning B) concept testing C) business analysis D) innovation management E) customer-centered product development

A) cost inflation

55) Which of the following is a major factor that influences price increases? A) cost inflation B) surplus of raw materials C) government intervention D) foreign competition E) excess capacity

B) price gouging

56) A company that raises its prices is most at risk of being accused of which of the following? A) high-low pricing B) price gouging C) predatory pricing D) price discrimination E) retail price maintenance

B) integrated method

56) Companies use all of the following methods to set their advertising budget EXCEPT the ________. A) objective-and-task method B) integrated method C) competitive-parity method D) percentage-of-sales method E) affordable method

B) the product is uniform

57) Competitors are most likely to react to a price change when ________. A) a large number of competitors are involved B) the product is uniform C) the buyers are not well informed about product features D) buyers are not well informed about price differences E) the market has a pure monopoly

E) affordable

57) Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. A) integrated B) moving-average C) competitive-parity D) percentage-of-sales E) affordable

57) Which stage of the typical consumer product life cycle is out of order below? A) product development B) introduction C) maturity D) growth E) decline

A) percentage-of-sales

58) Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. A) percentage-of-sales B) integrated C) competitive-parity D) objective-and-task E) regression

C) maintain its current prices and profit margin

58) When a competitor cuts its price, a company is most likely to decide to ________ if it believes it will not lose much market share or would lose too much profit by cutting its own price. A) stabilize its production costs B) reduce its marketing costs C) maintain its current prices and profit margin D) increase its marketing budget to raise the perceived value of the product E) increase its production costs to improve the quality of the product

58) Which of the following CANNOT be described using the PLC concept? A) product class B) product form C) product image D) brand E) styles

58) ________ includes all activities involved in selling goods and services to those buying for resale or business use. A) Wholesaling B) Retailing C) Franchising D) Discounting E) Disintermediation

59) All of the following are accurate descriptions of a style EXCEPT which one? A) Style products appear in home, clothing, and art. B) Once a style is invented, it may last for generations. C) A style has a cycle showing several periods of renewed interest. D) Styles last only a short time and tend to attract only a limited following. E) Styles are basic and distinctive modes of expression

C) altering the company's marketing communications

59) When faced with a competitor who has cut its product's price, which of the following is typically the most cost-effective way for a company to maintain its own price but raise the perceived value of its offer? A) improving the quality of the product B) introducing a higher-priced premium brand C) altering the company's marketing communications D) bundling the offer with add-ons E) distributing the product through less costly channels

C) competitive-parity method

59) Which method of setting an advertising budget is based on analyzing competitors' spending? A) percentage-of-sales method B) affordable method C) competitive-parity method D) objective-and-task method E) regression method

6) New-product development starts with ________. A) idea generation B) idea screening C) concept development D) concept testing E) test marketing

B) direct marketing

6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

C) The product's quality and image support a high price.

6) Which of the following conditions would NOT support the use of a market-penetration pricing strategy? A) The market is highly price sensitive. B) Production and distribution costs will fall as sales volume increases. C) The product's quality and image support a high price. D) A low price would help keep out the competition. E) A and C

6. At Neiman Marcus, a first-class department store, customers shop for high-end products and have come to expect assistance in every phase of the shopping process. Neiman Marcus is a ________. A) self-service retailer B) limited-service retailer C) full-service retailer D) specialty store E) power center

D) objective-and-task

60) Perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals. A) percentage-of-sales B) affordable C) competitive-parity D) objective-and-task E) exponential smoothing

60) Sherri's Exclusives sells currently accepted and popular clothing items in given fields. What does she stock in her store? A) styles B) fashions C) fads D) exclusives E) services

D) improve quality and decrease price

60) Which of the following is NOT an effective action that a company can take to combat a competitor's price cut on a product? A) reduce price B) raise perceived value C) improve quality and increase price D) improve quality and decrease price E) launch a low-price "fighter brand"

60) Which wholesaler's channel function is demonstrated when a wholesaler's sales force helps a manufacturer to reach many small customers at a low cost? A) bulk-breaking B) selling and promoting C) buying and assortment building D) warehousing E) rackjobbing

C) It slowly reaches many people.

61) Advertising has some shortcomings. What is NOT one of them? A) It is impersonal. B) It can be very costly. C) It slowly reaches many people. D) It carries on one-way communication with the audience. E) It does not make audience members feel the need to respond.

61) The PLC concept can be applied by marketers as a useful framework for describing how ________. A) to forecast product performance B) to develop marketing strategies C) products and markets work D) concept testing is conducted E) product ideas are developed

A) the market segment being lost is price sensitive

62) A company would most likely consider launching a low-price "fighter brand" in response to a competitor reducing prices if ________. A) the market segment being lost is price sensitive B) the market segment being lost is not price sensitive C) the market segment being lost responds to arguments of higher quality D) the market segment being lost no longer demands the product E) the market segment being lost has shifted culturally

62) Using the PLC concept to develop marketing strategy can be difficult because strategy is both a ________ and a(n) ________ of the product's life cycle. A) mirror image; cause B) cause; result C) result; mirror image D) beginning; end E) purpose; effect

62) Which wholesaler's channel function is demonstrated when a wholesaler reduces inventory holding costs and risks to suppliers and customers? A) financing B) transporting C) buying and assortment building D) warehousing E) bulk breaking

B) personal selling

63) Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? A) mass-market advertising B) personal selling C) segmented advertising D) sales promotion E) public relations

63) Which wholesaler's channel function is demonstrated when a buyer receives quicker delivery because wholesalers are located closer than producers? A) financing B) transportation C) buying and assortment building D) warehousing E) risk bearing

64) In which stage of the PLC will promotional expenditures be high in an attempt to respond to increasing competition? A) growth B) decline C) maturity D) product development E) adoption

C) price fixing

65) When sellers set prices after talking to competitors and engaging in collusion, they are involved in ________. A) predatory pricing B) discriminatory pricing C) price fixing D) skimming pricing E) penetration pricing

65) Which stage in the PLC normally lasts longest and poses strong challenges to the marketing managers? A) growth B) decline C) maturity D) phase-in E) adoption

B) without communication from competitors

66) Federal legislation on price fixing requires that sellers set their prices ________. A) based on their fixed and variable costs B) without communication from competitors C) to achieve a specific profit margin D) without the intention of cutting into competitors' profits E) consistently throughout a region

66) In order to ________, wholesalers can propose automatic reordering systems, set up management-training and advising systems, or even sponsor a voluntary chain. A) define their target markets B) identify more profitable customers C) determine product and service assortments D) build better relationships with customers E) negotiate pricing

D) Sales promotion

66) ________ consists of strong short-term incentives that invite and reward quick responses from customers. A) A patronage reward B) A segmented promotion C) Advertising D) Sales promotion E) Publicity

C) predatory pricing

67) If a large retailer sold numerous items below cost with the intention of punishing small competitors and gaining higher long-run profits by putting those competitors out of business, the retailer would be guilty of ________. A) price collusion B) price fixing C) predatory pricing D) discriminatory pricing E) penetration pricing

67) Most products in the marketplace are in the ________ stage of the product life cycle. A) growth B) decline C) maturity D) introduction E) development

67) ________ and ________ do not take title to goods, and they perform only a few channel functions. A) Full-service wholesalers; limited-service wholesalers B) Brokers; agents C) Branches; offices D) Power centers; independent wholesalers E) Independent wholesalers; off-price retailers

B) Public relations

67) ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do. A) The competitive-parity method B) Public relations C) Personal communication D) Nonpersonal communication E) Personal selling

68) When a product is in the maturity stage, the company should consider ________. A) harvesting the product B) modifying the product, market, or marketing mix C) divesting the product D) liquidating the product E) dropping the product

B) pricing below cost to drive out competitors

68) Which of the following would most likely be considered predatory pricing? A) pricing below cost to get rid of a surplus B) pricing below cost to drive out competitors C) offering a volume discount D) offering a suggested retail price on the manufacturer's package E) offering real-time pricing online

B) price discrimination

69) The Robinson-Patman Act seeks to prevent unfair ________ by ensuring that sellers offer the same price terms to customers at a given price level. A) marketing B) price discrimination C) dynamic pricing D) price collusion E) treatment of small retailers

A) pull

69) Which promotional mix strategy directs marketing efforts toward final consumers? A) pull B) blitz C) push D) buzz E) pulse

69) ________, or manufacturers' representatives, represent a buyer or seller on a more permanent basis. A) Brokers B) Franchises C) Agents D) Retailers E) Intermediaries

E) to discourage competition from entering the market

7) Which of the following is a reason that a marketer would choose a penetration pricing strategy? A) to ensure the company has the ability to increase prices once demand decreases B) to focus on the rapid achievement of profit objectives C) to appeal to different consumer segments with different levels of price sensitivity D) to create markets for highly technical products E) to discourage competition from entering the market

7. Which of the following types of retailers likely requires their employees to focus most on assisting customers as they shop? A) self-service retailers B) full-service retailers C) off-price retailers D) limited-service retailers E) megaretailers

C) when a seller can prove its costs are different when selling to different retailers

70) Price discrimination is legal under which of the following conditions? A) when a manufacturer and reseller have agreed upon a specified retail price for a product B) when a manufacturer sells to retailers in different markets C) when a seller can prove its costs are different when selling to different retailers D) when a seller advertises prices that are not actually available to consumers E) when a seller has not communicated with competitors before announcing prices

70) Superior Luggage Company has undertaken the task of identifying its products in the decline stage of the PLC. Which of the following should NOT be done in the identification process? A) regularly reviewing sales B) regularly reviewing market share C) regularly reviewing costs D) regularly reviewing management's pet projects E) regularly reviewing profit trends

A) pull; push

71) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. A) pull; push B) push; pull C) pulse; pull D) continuity; pulse E) pulse; continuity

A) defensive

71) Price discrimination may be used to match competition as long as the strategy is temporary, localized, and ________. A) defensive B) offensive C) published D) private E) used in all channels

B) advertising and public relations

72) In the introduction stage of the product life cycle, a combination of ________ is best for producing high awareness. A) indirect marketing and personal selling B) advertising and public relations C) public relations and personal selling D) personal selling and direct marketing E) direct marketing and sales promotion

B) retail price maintenance

72) Mark's Markers, a manufacturer of color markers, has required its dealers to charge a specified retail price for its markers. Mark's is most likely guilty of ________. A) price fixing B) retail price maintenance C) price discrimination D) price collusion E) unfair price skimming

72) Which type of wholesaler sells primarily to manufacturers rather than to retailers? A) wholesale merchants B) industrial distributors C) cash-and- carry wholesalers D) rack jobbers E) drop shippers

73) Today's large, progressive wholesalers have successfully reacted to rising costs by ________. A) relocating in low-rent, low-tax areas B) investing in information technology systems C) investing less money in expensive machinery D) increasing their markup E) reducing promotional activities

73) Which of the following best describes the role of a product steward? A) to protect consumers from harm B) to evaluate new-product ideas against a set of general criteria C) to develop a new-product concept into a physical product D) to protect the company from liability by identifying and solving potential product problems E) A and D

A) advertising a cheaper brand but only making a more expensive one available to customers

73) Which of the following would be classified as bait-and-switch advertising? A) advertising a cheaper brand but only making a more expensive one available to customers B) raising a product's prices C) attempting to charge less for a brand than for manufacturers' brands D) advertising service packages that cannot actually be provided E) favoring certain customers over others through trade promotions

D) fair competition

74) A company's salespeople should always follow the rules of ________. A) high-pressure selling B) societal marketing C) competition D) fair competition E) cooling-down

B) scanner fraud

74) Failure to enter the current price into a retailer's system may result in charges of ________. A) predatory pricing B) scanner fraud C) retail maintenance pricing D) discriminatory pricing E) price fixing

74) Savvy wholesalers realize that their only reason for existence comes from increasing the efficiency and effectiveness of the ________. A) retailer B) industry C) distribution system D) end customer E) entire marketing channel

74) The advantages of standardizing an international product include all of the following EXCEPT ________. A) the development of a consistent image B) lower product design costs C) the adaptation of products to different markets D) decreased manufacturing costs E) lower marketing costs

75) Because names, labels, and colors may not easily translate from one country to another, international marketers must carefully assess ________. A) product standardization B) market rollout C) the product life cycle D) packaging E) styles

E) all of the above

75) Comparison pricing claims are legal if they are truthful. However, sellers should not advertise a price reduction unless ________. A) it is a saving from the usual retail price B) a "factory" price, if listed, is what it is claimed to be C) a "wholesale" price, if listed, is what it is claimed to be D) "comparable value items" are not actually imperfect goods E) all of the above

76) GameStop sells video games and systems, offering a narrow product line with a deep assortment within that line. GameStop is a(n) ________. A) department store B) convenience store C) category killer D) specialty store E) off-price retailer

B) market-skimming

76) Valeo Fashions has just introduced a new line of fashion dresses for teens. It will initially enter the market at high prices in a ________ pricing strategy. A) market-penetration B) market-skimming C) competitive market D) psychological E) demographic

76) ________ occurred when Alton Johnson's fascination with the fruits of Brazil led him to develop juices with new fruit flavors by Bosa Nova for the American market. A) Idea screening B) Idea generation C) Concept testing D) Product development E) Product manufacturing

77) 7-Eleven, Stop-N- Go, and Circle K, small stores that traditionally have had a primary market of young, blue-collar men, are examples of ________. A) department stores B) convenience stores C) category killers D) specialty stores E) supermarkets

C) consistency

77) Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone. A) variety B) feedback C) consistency D) creativity E) convenience

B) market-penetration pricing

77) When Pepsi came out with Pepsi Blue and priced it at half price to attract buyers, Pepsi was using ________. A) market-skimming pricing B) market-penetration pricing C) new-product pricing D) discount pricing E) value-added pricing

77) Which of the following is the most likely reason that employees at your firm regularly attend trade shows and seminars? A) to analyze the product life cycle B) to test new-product concepts C) to get new-product ideas D) to test market new products E) to implement a team-based new-product development approach

C) integrated marketing communication

78) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) buzz marketing B) experiential marketing C) integrated marketing communication D) word-of-mouth marketing E) database marketing

87) Mattel's Barbie is an example of an age-defying product. Barbie, simultaneously timeless and trendy, is in the ________ stage of the PLC. A) introduction B) growth C) maturity D) decline E) adoption

78) JoAnn Fabrics, Inc. has just created a new combination of colors and fabric types. The firm wants to be sure of the way consumers think about its new product. The firm is concerned with the product ________. A) idea B) screening C) image D) commercialization E) presentation

B) market-penetration

78) Johnson Boats wants to introduce a new model of boat into mature markets in highly developed countries with the goal of quickly gaining mass-market share. As a consultant, you should recommend a ________ pricing strategy. A) market-skimming B) market-penetration C) zone D) loss-leader E) captive-product

78) Overstock.com, a Web seller that buys furniture, clothing, electronics, and more from a variety of producers at less-than- regular wholesale prices and then charges customers less than retail, is a(n) ________. A) discount store B) independent off-price retailer C) factory outlet D) wholesale club E) category killer

B) encoding

79) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________. A) messaging B) encoding C) sending D) decoding E) responding

79) In the battle for "share of stomachs," some supermarkets are cutting costs and attempting to compete more effectively with food discounters, while others are moving upscale, providing improved store environments and higher-quality food offerings. These two different strategies represent differences in ________. A) positioning B) place decisions C) retail convergence D) retail technology E) wholesaling

79) Which of the following is a product concept? A) a battery-powered all-electric car B) a pocket-size digital music player C) an energy efficient humidifier D) a thin, lightweight laptop with extended battery life appealing to students and young professionals who want access to their computer anywhere, anytime E) a high-tech, stylish running shoe

B) product lines; single products

8) Companies usually develop ________ rather than ________. A) single products; product families B) product lines; single products C) product families; product lines D) product brands; product images E) product images; product brands

B) competitor

8) The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion

8) Your company decides to use only internal sources for developing new-product ideas. Which of the following would NOT be consulted? A) executives and professionals B) company records and data C) intrapreneurial programs D) suppliers E) salespeople

8. ________ are flourishing due to increased use of market segmentation and market targeting. A) Chain stores B) Specialty stores C) Superstores D) Discount stores E) Off-price stores

80) 7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. 7-Eleven has changed its ________. A) positioning B) wholesaler C) service level D) size E) relative prices

80) A group of business entrepreneurs who worried about their teenage children drinking and driving decided there must be some way to approach this problem proactively. They came up with an idea for a pair of blurry goggles. They believed looking through the goggles would simulate what the world looks like when someone is seriously intoxicated. The first crude pair of blurry goggles developed by the entrepreneurs to show to prospective customers was ________. A) a prototype B) a component part C) a synergistic model D) a product image E) a product idea

B) encoding

80) The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model. A) sourcing B) encoding C) signifying D) decoding E) messaging

D) captive product pricing

80) When Polaroid set the general price range of its cameras low and the markup on its film high, it was practicing ________. A) market-penetration pricing B) market-skimming pricing C) product line pricing D) captive product pricing E) price bundling

81) Big and Tall Men's Shop carries goods in larger sizes; this allows the store to ________ other stores. A) align itself with B) differentiate itself from C) cluster with D) affect the store atmosphere of E) converge with

D) the message

81) In the communication process, an actual HP printer/fax machine advertisement is called ________. A) encoding B) decoding C) noise D) the message E) the medium

81) P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. This act illustrates ________. A) why many companies engage in test marketing B) one of the problems associated with test marketing C) why prototypes are so important D) how idea screening can make a product a commercial success E) the variety of sources for idea generation

B) optional product pricing

81) When product managers at Schwinn make decisions about which types of bicycle seats, handle bars, and saddlebags to offer customers on their bikes, they are engaged in ________. A) product line pricing B) optional product pricing C) captive product pricing D) by-product pricing E) cost-based pricing

B) optional product pricing

82) A car maker's strategy of advertising a basic vehicle model with few conveniences and comforts at a low price to entice buyers and then convincing customers to buy higher-priced models with more amenities is an example of which of the following? A) product line pricing B) optional product pricing C) captive product pricing D) allowance pricing E) segmented pricing

D) Maybelline

82) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the sender of this message is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals

82) The lighting in Jake's Steak Restaurant is muted. The chairs are covered in leather and solid enough to last a lifetime, and each table is covered with a white linen cloth. The colors are limited to earth tones with an occasional splash of red. Patrons can not hear any kitchen noises, only a pleasant melody that seems familiar but unrecognizable. The smells are extraordinarily varied. This is a description of the restaurant's ________. A) promotions B) target C) atmosphere D) services mix E) product assortment

82) Yummy Peanut Butter has a new peanut butter and bacon product and finds a small number of representative test cities. The company plans to use the results to forecast national sales and profits. Yummy is using ________. A) controlled test markets B) simulated test markets C) standard test markets D) random test markets E) single-city test markets

B) Ladies' Home Journal

83) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the medium of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals

83) P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. General Foods was able to enter the ________ stage of the new-product development process before P&G could. A) commercialization B) business analysis C) idea generation D) screening E) product concept development

B) seasonal

83) When Whallans Gift Card Shop offers a price reduction to customers who buy Christmas cards the week after Christmas, Whallans is giving a(n) ________ discount. A) functional B) seasonal C) annual D) allowance E) credit

83) Which of the following describes a way that Costco and Walmart are similar? A) Both are warehouse clubs. B) Both target the same affluent market. C) Both offer a similar assortment of products. D) Both use everyday low pricing. E) Both market a very limited number of generic-priced food, household, and apparel lines.

D) discount

84) Brown Baby Tanning Salon offers weekly tanning sessions for $15 and season passes with unlimited tanning for $150. Brown Baby Tanning Salon is offering ________ pricing. A) by-product B) captive product C) product bundling D) discount E) psychographic

84) Flurrbies, a brand of winter accessories that fell in and out of favorability with customers quickly, is an example of a ________. A) style B) fashion C) fad D) product idea E) market strategy

84) Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use a Macy's credit card. Macy's uses ________. A) self-service retailing B) experiential retailing C) high-low pricing D) everyday low pricing E) retail convergence

B) awareness

84) Mercy University's initial ads for the school's new MBA program are most likely intended to create ________. A) liking B) awareness C) preference D) insistence E) conviction

85) Big Moose Toys is a market pioneer introducing a modern version of Bullwinkle the Moose, a character from an animated television series originally broadcast in the '50s and '60s. The company's version of Rocky the Flying Squirrel, another character from the show, targeted to baby boomers was a strong success. They need to make the new launch strategy for Bullwinkle consistent with the intended ________. A) pricing B) product position C) brand extension D) prototype E) fad

D) trade-in allowance

85) Secret Sneaker will give anyone $10 for an old pair of sneakers, regardless of condition, when that person purchases a new pair of sneakers. The end result is essentially reducing the price of the new sneakers by $10. What is this type of price adjustment called? A) functional discount B) captive product C) seasonal discount D) trade-in allowance E) by-product

C) teaser

85) When a car maker wants to introduce a new model, it is most likely to begin with an extensive ________ advertising campaign to create name familiarity and interest. A) sales promotion B) competitive C) teaser D) moral appeal E) two-sided

86) Apple's iPod has been called "one of the greatest consumer electronics hits of all time." More than 120 million iPods have been sold, and the iPod captures more than 70 percent of the music player market. This success has attracted many large, resourceful competitors. The iPod is in the ________ stage of the product life cycle. A) introduction B) product development C) maturity D) decline E) adoption

B) product-form

86) Bose prices its most expensive noise reduction earphones at $399.95, which is a full $100.00 more than its next most expensive earphones. It costs Bose only a few dollars more to make the most expensive earphones. Bose is using ________ pricing. A) customer-segment B) product-form C) promotional D) penetration E) captive product

86) The Home Depot entered the market as a store for professional and amateur plumbers, electricians, and carpenters. Then it introduced its garden centers. Next came its home design center that provides help with all kinds of interior decorating problems. Now it is enlarging its garden centers and hiring knowledgeable gardeners to staff these centers. The addition of more amenities and greater assortment can be best explained by which of the following? A) the interconnectedness of the retail life cycle B) the trend toward disintermediation C) the success of off-price retailers D) the wheel-of- retailing hypothesis E) the 80/20 rule of retailing

C) buzz marketing

87) A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________. A) public service activities B) nonpersonal marketing C) buzz marketing D) sales promotion E) direct marketing

87) Stan Clark, the owner of Eskimo Joe's bar, is considering closing the bar and selling the logo apparel with direct marketing through a catalog. Stan Clark is considering a(n) ________ option. A) wholesaling B) nonstore retailing C) shopper marketing D) experiential shopping E) self-service

A) location-based pricing

87) The Chicago Bears organization charges different prices for seats in different areas of Soldier Field, even though the costs are the same. This form of pricing is called ________. A) location-based pricing B) customer-segment C) product-form pricing D) flexible pricing E) penetration pricing

88) Carey David's wholesale company helps retailers train salesclerks, improve store layouts and displays, and set up inventory control systems. The channel function Cary David provides is ________. A) buying and assortment building B) selling and promotion services C) risk bearing services D) marketing information E) management services and advice

A) promotional pricing

88) Manor Cinemas has announced that seniors over 60 years of age can enter the theater for free prior to 4:00 p.m. when accompanied by a paying customer. This is an example of ________. A) promotional pricing B) discounts and allowances C) by-product pricing D) product bundle pricing E) location-based pricing

88) Over the past 100 years or so, Binney and Smith's Crayola crayons have become a household staple in more than 80 countries around the world. Crayola crayons are in the ________ stage of the PLC. A) introduction B) growth C) maturity D) decline E) incubation

C) the competitive-parity method

88) Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting the same customers as his was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use? A) the objective-and-task method B) the percentage-of-sales method C) the competitive-parity method D) the bottom-up method E) the pull-push method

A) sales promotion

89) An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) sales promotion B) personal selling C) public relations D) an advertising objective E) a push strategy

89) Nita can visit her local supermarket and buy a dozen roses, a gallon of milk, two birthday cards, a bag of cat litter, and a pan for roasting a turkey. This best illustrates how a wholesaler has added value through the channel function of ________. A) creating atmospherics B) creating assortments C) directing logistics D) market information E) management services

9. Specialty stores carry ________ with ________ within them. A) convenience items; mostly staples B) narrow product lines; deep assortments C) narrow product lines; shallow assortments D) wide product lines; shallow assortments E) wide product lines; deep assortments

C) public relations

90) A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this an example? A) sales promotion B) advertising C) public relations D) personal selling E) product

D) zone pricing

90) If Northwest Awnings charges the same price for delivery of its product to any customer that is located within the Great Lakes states, but a different price to customers outside of the Great Lakes states, the company is using ________. A) psychological pricing B) promotional pricing C) reference pricing D) zone pricing E) uniform-delivered pricing

C) a push strategy

91) An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) personal selling B) direct marketing C) a push strategy D) a pull strategy E) public relations

C) dynamic pricing

91) Big Mike's Health Food Store sells nutritional energy-producing foods. The price of the products sold varies according to individual customer accounts and situations. For example, long-time customers receive discounts. This strategy is an example of ________. A) price elasticity B) cost-plus pricing C) dynamic pricing D) everyday low pricing E) penetration pricing

91) You own a neighborhood grocery store and would like to have non-food items delivered, priced, displayed and inventoried by a wholesaler. You do not want to purchase title to the goods. Which type of wholesaler best fits your needs? A) cash-and- carry wholesaler B) rack jobber C) drop shipper D) mail-order wholesaler E) agents and brokers

92) CellTones, a new company selling several lines of cellular phones, has closely modeled its products after successful products that are already in the marketplace. As it prepares to enter the market with its new products and services, which of the following should concern CellTones the most? A) legal obligations to suppliers and dealers B) patent laws C) the Federal Food, Drug, and Cosmetic Act D) product liability suits E) limited warranties

E) a pull strategy

92) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) word-of-mouth influence B) public relations C) buzz marketing D) a push strategy E) a pull strategy

92) Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the Internet from Chemical, Inc., then placed the order with the manufacturer and arranged for its transportation by truck to the Tony Pool store. Chemical, Inc. took title to the pool chemicals but never actually took possession of them. Chemical, Inc. is an example of a ________. A) drop shipper B) truck jobber C) rack jobber D) mail-order wholesaler E) cash-and- carry wholesaler

E) price fixing

93) A number of top fashion-modeling agencies would most likely be charged with ________ for jointly determining what commissions they would charge for models. A) prestige pricing B) predatory pricing C) price bundling D) dynamic pricing E) price fixing

93) An independent hardware retail store 100 miles from the nearest city of more than 5,000 people but providing needed supplies for area ranchers would most likely buy its plumbing and electrical supplies through a ________. A) truck jobber B) commission merchant C) mail-order wholesaler D) rack jobber E) merchandise broker

A) The use of multiple marketing communications channels is advantageous.

93) Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following? A) The use of multiple marketing communications channels is advantageous. B) The use of a single marketing communications channel is advantageous. C) Long-term relationships with customers are best nurtured through sales promotion. D) Long-term relationships with customers are best nurtured through public relations. E) Short-term relationships with customers are more profitable than long-term relationships with customers.

93) Which of the following statements best explains why idea screening may be the most important step of new-product development? A) It increases the number of ideas generated. B) Some potentially profitable ideas may be ill perceived by the idea screeners. C) Some ideas that will become market disasters may be originally viewed favorably by the idea screeners. D) It gives research and development team members an opportunity to gather consumer feedback. E) It saves the company money in product development costs by giving the green light to only the product ideas that are likely to be profitable.

94) Although test marketing costs can be high, they are often small when compared with ________. A) business analysis costs B) the costs of a major mistake C) prototype development costs D) the costs of idea generation E) research and development costs

E) predatory pricing

94) Savings for You, a discount retail chain, is highly competitive. When entering a new market, Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller companies with less purchasing power out of the market. Savings for You is most at risk of being accused of ________. A) market skimming B) price fixing C) deceptive pricing D) price confusion E) predatory pricing

B) brand contact

94) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company. A) public relations message B) brand contact C) advertisement D) logo E) media vehicle

C) the number of people who redeem the coupon

95) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback? A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad E) the number of people to whom Melina Kanakaredes is an appealing spokesperson

95) Anita's DayCare plans to offer third-shift childcare, based upon the opening of two new manufacturing plants in the area. Together the plants will hire 423 employees and run all three shifts. Initial test marketing results look promising. In considering launching this new service, Anita must first decide on ________. A) timing B) employee schedules C) identifying suitable new employees D) local and state regulations E) menu offerings

B) an electronic device for which research and development must be recouped

95) Market-skimming pricing would likely be most effective in selling ________. A) any convenience item B) an electronic device for which research and development must be recouped C) shampoo and bath soap D) anything easily copied by competitors E) most items at EDLP retailers such as Walmart

95) Which of the following types of retailers is most likely to practice everyday low pricing (EDLP)? A) discount stores B) convenience stores C) category killers D) full-service retailers E) department stores

D) any specialty item

96) Among the following, a market-penetration strategy will likely be most effective with ________. A) pharmaceuticals B) an electronic device for which R&D must be recouped C) convenience items for which there is much competition D) any specialty item E) a product manufactured in small quantities and distributed in limited areas

96) Atlas Steel Corporation lacks the confidence, capital, and capacity to launch its new steel product into full national or international distribution. Test market results look promising, so what should be management's next step? A) retest the product in additional markets B) develop a planned market rollout over time C) secure a loan to provide confidence, capital, and capacity D) seek the help of a nationally known consultant E) develop a prototype

C) public relations

96) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? A) sales promotion B) personal selling C) public relations D) direct marketing E) brand contacts

96) Which of the following is most likely true about shoppers who prefer to shop at "lifestyle centers"? A) They prefer inexpensive atmospheres. B) They prefer upscale stores. C) They prefer out-of- the-way locations. D) They rarely dine out. E) They are motivated by deals on last year's merchandise and seconds.

D) 3; 10

97) A manufacturer offers 3/10, net 30 terms to a wholesaler for a recent purchase. The wholesaler may deduct ________ percent if the bill is paid within ________ days. A) 10; 30 B) 10; 3 C) 3; 30 D) 3; 10 E) 7; 10

C) push and pull

97) Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales? A) push only B) pull only C) push and pull D) pulse E) continuity

97) It's What's Hip, a chain of 18 music and CD stores, has discovered that carrying a weak product during the decline stage of the PLC can be very costly to a firm, and not just in profit terms. Which one of these is NOT likely to be one of those costs? A) takes up much of management's time B) frequent price and inventory adjustment C) requires advertising and sales force attention D) requires too much focus on new-product development E) negatively affects the company's reputation

97) Which of the following is most likely the greatest factor in the increasingly short life cycle of new retail forms? A) changes in technology B) economic swings C) import and export regulations D) stagnating retail convergence E) global expansion of major retailers

E) The strategy may spark a spiral of price-slashing that will undercut the brand's future for short-term gains.

98) A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy, putting most of the brand's marketing budget into trade and consumer sales promotion. Which of the following is a potential disadvantage of this approach? A) A new marketing communications model is quickly replacing mass marketing. B) Mass media campaigns are increasingly more expensive. C) It may be difficult to identify meaningful product differences in advertising. D) Retail giants may be reluctant to respond to the strategy. E) The strategy may spark a spiral of price-slashing that will undercut the brand's future for short-term gains.

98) Evelyn's ________ is the practical use of solar power in a vacuum cleaner that is designed to effortlessly sweep the floors of on-the-go and elderly consumers. A) product idea B) product concept C) product image D) prototype E) promotional product

C) cash discounts

98) Lancaster Recycling has a history of problems with customers who do not pay their bills on time. Lancaster Recycling wants to improve its cash situation, reduce bad debts, and reduce credit-collection costs. The company might consider which of the following forms of pricing? A) by-product B) inflation-adjusted C) cash discounts D) captive-product E) penetration

99) When Evelyn set up a demonstration booth to learn about consumers' feelings toward her vacuum cleaner, she was doing which of the following? A) concept testing B) marketing strategy development C) idea screening D) commercializing E) test marketing

10) Which of the following is the principle objective of a market-oriented mission statement? A) to satisfy basic customer needs B) to satisfy basic supplier needs C) to satisfy basic stockholder needs D) to satisfy basic owner needs E) to satisfy basic partnership needs

12) A(n) ________ is the set of actual and potential buyers of a product. A) market B) audience C) group D) segment E) exchange

14) The art and science of choosing target markets and building profitable relationships with them is called ________. A) marketing management B) positioning C) segmentation D) selling E) differentiation

17) All of the institutions in a channel are connected by flows, including physical flow, flow of ownership, payment flow, information flow, and ________ flow. A) promotion B) acquisition C) customer D) return product E) by-product

17) Which customer question is answered by a company's value proposition? A) "Why should I buy your brand rather than a competitor's?" B) "How does you" brand benefit society?" C) "What ar" the"costs and benefits of your brand?" D) "What ki"d of"experience will I have with products and services associated with this brand?" E) "What ar" the"benefits of being a loyal consumer of your brand?"

18) The best-known product portfolio planning method was developed by ________. A) the Boston Consulting Group B) Philip Kotler C) the SWOT Consulting Group D) the SRI Consulting Firm E) James P. Hess

18) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain? A) production concept B) product concept C) selling concept D) marketing concept E) societal marketing concept

21) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features. A) product B) production C) customer D) marketing E) promotion

25) An advantage of a vertical marketing system (VMS) is that it acts as a ________ system. A) unified B) creative C) modern D) customer-driven E) task-driven

27) The four possible strategies that can be pursued for each SBU are building, holding, ________, and ________. A) harvesting; divesting B) promoting; selling C) downsizing; expanding D) diversifying; penetrating E) developing; growing

28) Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization. Having a customer department rather than a marketing department, as suggested by Kelleher, is an example of a(n) ________ perspective. A) outside-in B) external C) inside-out D) continuous improvement E) traditional

28) Which of the following does NOT accurately reflect a problem with the BCG matrix approach? A) It focuses on planning for the future. B) It can be costly to conduct. C) It can be time consuming to implement. D) It is difficult to define SBUs and measure market share and growth. E) It focuses on classifying current businesses.

29) The most common type of contractual relationship in business is the ________. A) franchise organization B) administered marketing system C) conventional marketing channel D) corporate VMS E) horizontal marketing system

30) Which of the following reflects the marketing concept philosophy? A) "We don't have a marketing department; we have a customer department." B) "We're in the business of making and selling superior products." C) "We build them so you can buy them." D) "When it's profits versus customers' needs, profits will always win out." E) "You won't find a better deal anywhere."

35) A common practice among marketers is to identify and develop new markets for their existing products. This practice is called ________. A) market development B) product development C) market penetration D) market skimming E) dual adaptation

46) Sometimes a producer chooses only a few dealers in a territory to distribute its products or services. Generally these dealers are given a right to ________ distribution. A) exclusive B) selective C) intensive D) administered E) corporate

55) In the marketing management functions, a SWOT analysis should ________ a marketing plan. A) precede B) replace C) follow D) evaluate E) take priority over

56) Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are delivered to final buyers. A) supply chain management B) direct marketing C) partnership relationship marketing D) customized marketing E) equity marketing

65) The ultimate aim of customer relationship management is to produce ________. A) customer equity B) market share C) sales volume D) a reliable database E) higher profit margins

67) The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments. A) market management B) geographic C) product management D) vertical E) functional

67) Through the use of ________, or "smart tag" technology, a company is able to locate a product's exact position within the supply chain. A) RFID B) PRM C) VMS D) IT E) 3PL

69) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________. A) marketing control B) strategic control C) operating control D) developmental control E) efficiency

7) Producers benefit from using intermediaries because they ________. A) offer greater efficiency in making goods available to target markets B) bring a fresh point of view to strategy development C) eliminate risk D) are generally backlogged with orders E) refuse to store products for longer than a few days

71) Lancaster Box Company wants to provide better customer service while trimming distribution costs through teamwork, both inside the company and among all the marketing channel organizations. Lancaster Box is thinking of ________. A) integrated logistics management B) vendor-managed inventory C) customer relationship management D) third-party logistics E) disintermediation

77) Which of the following is NOT a marketing intermediary? A) the supplier of the raw materials used to make glass windows B) the distributor who sells stained glass windows C) the wholesaler who buys the stained glass window from its creator D) the showroom that displays glass windows for customers to see E) the manufacturers' agent who sells the stained glass windows

8) A(n) ________ is some combination of products, services, information, or experiences offered to consumers to satisfy a need or want. A) market offering B) value proposition C) demand satisfaction D) need proposition E) evoked set

82) Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________ concept. A) product B) production C) selling D) marketing E) societal marketing

83) Walmart relies on sound relationships with its low-cost suppliers in order to pass low prices on to consumers. Thus, forming a ________ is crucial to Walmart's success. A) value delivery network B) growth-share matrix C) customer relationship management policy D) market concept philosophy E) diversification strategy

87) Elisandra, a marketing manager at a regional chain restaurant, has decided to sponsor a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________. A) consumer-generated marketing B) partner relationship management C) customer lifetime value D) community development around a brand E) customer divestment

87) Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed? A) a SWOT analysis B) a business portfolio analysis C) an executive summary D) a marketing plan E) a marketing mix

88) Tiffany & Co jewelry can only be found in a limited number of intermediaries. This is an example of ________ distribution. A) exclusive B) intensive C) quality D) high-end E) independent

89) Max Samuelson is a high-end fashion designer who markets his clothing lines through a limited number of highly reputable retailers. Max uses ________. A) exclusive distribution B) exclusive dealing C) exclusive territorial agreements D) full-line forcing E) tying agreements

96) What type of utility does warehousing provide to consumers by holding onto products until consumers need them? A) time B) ownership C) production D) form E) packaging

96) When the economy tightens, customer loyalty and customer retention become ________ for marketers. A) more important B) less important C) impossible D) long-term but not short-term goals E) short-term but not long-term goals

98) Carol Veldt's use of "promotional gimmicks" is an example of the ________ concept. A) selling B) marketing C) product D) production E) societal marketing

A catalog retailer has identified African-American professionals between the ages of thirty- five and forty-five as the group of customers within the larger market that is a potential market for its products. The retailer plans to direct its marketing efforts toward this group of consumers. The retailer has identified a ________. A) target market B) marketing mix C) product mix D) mass market E) market aggregation

A company or store gains a(n) ________ by differentiating its products and delivering more value. A) competitive advantage B) positioning advantage C) cost advantage D) efficiency advantage E) synergy

Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!" So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan, then, involved a seasonal promotional gimmick-to be implemented from early winter to late spring-that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals. "We still have a long way to go," Carol admitted. "Our delicatessen offers delicious entrees, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend get-aways throughout winter." 97) Which of the following groups is specifically part of Seagull Terrace's target market? A) seasonal business travelers B) young families C) retirees D) summer campers E) athletes

Developing a strong position within several segments creates more total sales than ________ marketing across all segments. A) undifferentiated B) differentiated C) niche D) target E) individual

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called? A) benefit B) behavioral C) age and life cycle D) psychographic E) demographic

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. A) geographic B) benefit C) end-use D) customer E) image

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. A) product line B) line extension C) private brand D) convenience product E) product bandwidth

A company can increase its business in four ways. Which is NOT one of these ways? A) It can add new product lines, thus widening its product mix. B) It can lengthen its existing product lines. C) It can add more versions of each product and thus deepen its product mix. D) It can discontinue some of its lines. E) It can increase the consistency of its product mix.

A company has four choices when it comes to developing brands. What is NOT one of those choices? A) line extension B) brand extension C) multibrands D) width and depth extension E) new brands

A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. A) social marketing B) specialty products C) brand equity D) line filling E) product length

A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) question the needed information

A radio station that carries news, features, and editorial opinions about your area is which type of public? A) financial B) media C) citizen-action D) general E) government

A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of each of its sales is donated to local after-school programs for underprivileged youth. This is an example of ________ marketing. A) cause-related B) generational C) sustainable D) tiered E) cultural

A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment. A) social B) cultural C) political D) cultural-economic E) natural

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. A) providing higher levels of customer service B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding the competition better E) understanding how to better build the marketing mix

ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one? A) low cost per respondent B) may encourage more honest answers C) has an average response rate D) no interviewer to bias respondents' answers E) can collect large amounts of information

After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) collecting secondary data E) selecting a research approach

All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________. A) offering innovative features B) increasing the quantity of service by giving up some durability C) having more reliable customer-contact people D) developing symbols and branding E) designing a superior delivery process

An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? A) line extension B) brand extension C) multibranding D) new brands E) rebranding

An increasing number of American workers currently work out of their homes with technological conveniences such as PCs, Internet access, and fax machines. These workers are referred to as the ________ market. A) micropolitan B) SOHO C) mobile D) independent E) contract

An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) manufacturers' brands B) private brands C) national brands D) generic brands E) multibrands

As a generational group, ________ are the most affluent Americans. A) baby boomers B) Generation Xers C) the Millennials D) echo boomers E) seniors

As a marketer of pesticides, which of the following should give you the LEAST amount of concern? A) shortages of raw materials B) increased pollution C) increased government intervention D) persistence of cultural values E) chemical pollutants in the food supply

As a response to the Great Recession, most consumers have ________. A) amassed record levels of debt B) adopted back-to-basics spending patterns C) increased their investments in the stock market D) seen their home values increase E) abandoned value marketing

As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you NOT likely to recommend your clients do? A) observe vehicle and pedestrian traffic B) monitor competitors' advertising from local media C) evaluate how many and what kind of customers they currently have D) hire additional staff to observe extensively E) visit and socialize with competitors

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment. A) reactive B) proactive C) adversarial D) passive E) team work

At the very least, a product's ________ identifies the product or brand. It might also describe several things about the product and promote the brand. A) line extension B) portfolio C) label D) copyright E) package

"Less-for- much-less" positioning involves meeting consumers' ________. A) quality performance requirements at a lower price B) lower quality requirements in exchange for a lower price C) lower quality requirements at the lowest possible price D) high quality requirements at a discounted rate E) high quality requirements at the lower possible price

11) ________ is the act of obtaining a desired object from someone by offering something in return. A) Valuation B) Exchange C) Bribery D) Value creation E) Donation

12) In a(n) ________ channel, the same member both produces and distributes a product or service. A) tiered B) direct C) horizontal D) vertical E) exclusive

13) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. A) exchange B) marketing C) management D) production E) customer relationship management

14) Business portfolio planning involves two steps: ________ and ________. A) identifying SBUs; assessing the attractiveness of SBUs B) analyzing the current business portfolio; shaping the future business portfolio C) identifying internal strengths; identifying external opportunities D) conducting a SWOT analysis; establishing marketing controls E) identifying growth opportunities; evaluating growth opportunities

15) To a producer of goods, a greater number of channel levels means ________ and greater channel complexity. A) less distance between producer and end consumer B) less control C) fewer potential ideas D) higher taxes E) fewer channel partners

17) After management has identified the key businesses making up its company, what is the next step in portfolio analysis? A) identifying businesses in which to invest B) assessing the attractiveness of its SBUs C) deciding whether to harvest any businesses D) completing short-range planning E) identifying SBUs

18) A distribution channel is more than a collection of firms connected by various flows; it is a(n) ________ in which people and companies interact to accomplish individual, company, and channel goals. A) added value chain B) complex behavioral system C) corporate marketing system D) vertical marketing system E) multichannel system

2) ________ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. A) Downstream from B) Upstream from C) Disintermediated from D) Horizontal to E) Parallel with

20) Joanie Calvert is experiencing a disagreement with intermediaries in the channel over who should do what and for what rewards. Joanie is experiencing ________. A) a tying disagreement B) channel conflict C) channel disintermediation D) third-party logistics E) channel intermediation

21) ________ conflict, which occurs between different levels of the same channel, is more common than ________ conflict, which occurs among firms at the same level of the channel. A) Horizontal; vertical B) Vertical; horizontal C) Contractual; corporate D) Corporate; franchise E) Wholesaler; retailer

24) A channel consisting of one or more separate producers, wholesalers, or retailers that seek to maximize their own profit-even at the expense of profits for the channel as a whole-is a(n) ________. A) vertical marketing system B) conventional distribution channel C) independent channel allocation D) corporate VMS E) administered vertical marketing system

25) In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars. A) dogs B) cash cows C) exclamation marks D) pruned SBUs E) holding SBUs

26) A corporate VMS has the advantage of controlling the entire distribution chain through ________. A) a profit-maximizing strategic plan B) single ownership C) mass distribution D) contracts among separate members E) franchise agreements

30) While a valuable planning tool, the BCG matrix is problematic in that it focuses on ________. A) the future instead of the present B) the present instead of the future C) financial issues instead of the customer D) the customer instead of suppliers E) the past instead of the present

32) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing. A) customer-driven B) customer-driving C) relationship D) societal E) social

35) Which of the following is the most likely disadvantage of adding new channels in a multichannel distribution system? A) decreasing understanding of complex markets B) decreasing control over the system C) fewer opportunities for franchising D) increasing disintermediation E) reducing conflict among channel members

37) The four major steps of designing a channel system are analyzing consumer needs, setting channel objectives, ________, and evaluating the alternatives. A) establishing a budget B) identifying major channel alternatives C) seeking regulatory approval D) seeking legal advice E) measuring objectives

42) It is most accurate to say that customers buy from stores and firms that offer which of the following? A) the highest value for the dollar B) the highest customer-perceived value C) the highest level of customer satisfaction D) the most attractive company image E) the most concern for society's interests

46) Which of the following is the narrowest marketing strategy? A) segmented strategy B) local marketing C) differentiated marketing D) mass marketing E) undifferentiated marketing

46) Which of the following is the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors? A) market targeting B) market segmentation C) positioning D) marketing strategy E) differentiation

47) Which type of distribution is used when the producer wants more than one, but fewer than all, of the intermediaries who are willing to carry its products? A) exclusive B) selective C) intensive D) administered E) corporate

47) Your new employer has asked you, as a new marketing graduate, to develop a group of potential customers who might respond in a similar way to a given set of marketing efforts. You have been asked to develop a(n) ________. A) target market B) market segment C) market D) market strategy E) undefined niche

5) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be? A) objectives and goals B) a mission statement C) a business portfolio D) marketing and functional strategies E) operational strategies

52) A company should think of its intermediaries as both its ________ and ________. A) competitors; partners B) customers; partners C) competitors; marketers D) customers; employees E) competitors; customers

55) Sometimes a seller requires its dealers to abstain from handling competitors' products in an arrangement called ________. A) exclusive distribution B) exclusive dealing C) selective distribution D) exclusive pricing E) disintermediation

59) Marketing logistics involves which of the following distribution flows? A) outbound and inbound only B) outbound, inbound, and reverse C) inbound and reverse only D) outbound and reverse only E) outbound only

60) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________. A) partner equity B) share of customer C) profit margins D) customer-managed relationships E) customer ownership

61) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms? A) Marketers want to increase their market share. B) Marketers want to increase the share they get of the customer's purchasing in their product categories. C) Marketers want to increase the profit margin with this target market. D) Marketers want to continuously increase their customers' levels of satisfaction. E) Marketers want to turn satisfied customers into delighted customers.

63) Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other items. Based on previous purchase history, the company recommends related CDs, books, videos, or other products that might interest a customer. This most directly helps Amazon.com capture a greater ________. A) partner value B) share of customer C) profit margin D) social network E) customer loyalty

63) Which of the following innovations has created opportunities for significant gains in distribution efficiency? A) tying agreements B) Web-based logistics systems C) customer relationship management D) contractual vertical marketing systems E) storage warehouses

64) The goal of marketing logistics should be to provide a ________ level of customer service at the least cost. A) maximum B) targeted C) moderate D) minimum E) noncompetitive

66) To reduce inventory management costs, many companies use a system called ________, which involves carrying only small inventories of parts or merchandise, often only enough for a few days of operation. A) reduction-inventory management B) just-in-time logistics C) limited inventory logistics D) supply chain management E) economic order quantity

7) When backed by buying power, wants become ________. A) social needs B) demands C) physical needs D) self-esteem needs E) exchanges

70) Using ________, retailers can share real-time data on sales and current inventory levels with suppliers who take responsibility for ordering and delivering products to retailers, thereby saving time and money. A) dual distribution modes B) continuous inventory replenishment systems C) an Intranet D) intensive distribution E) integrated distribution

72) Ensuring that the company achieves the sales, profits, and other goals set out in its annual marketing plan is the purpose of ________. A) marketing control B) operating control C) strategic control D) ROMI E) a marketing audit

74) Which of the following is currently the fastest-growing form of marketing? A) consumer-generated marketing B) online marketing C) mass media marketing D) societal marketing E) word-of-mouth marketing

78) Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a ________. A) return on investment (ROI) B) strategic business unit (SBU) C) cash cow D) star E) business portfolio

79) An organic farmer has identified three distinct groups who might be interested in his products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters. These three groups are examples of ________. A) marketing mixes B) market segments C) value propositions D) mass markets E) marketing intermediaries

8) Which of the following is NOT a market-oriented business definition? A) "to nourish lives by making them healthier, easier, and richer" B) "to sell tools and home repair and improvement items" C) "to deliver low prices every day" D) "to be the guardian of our customers' financial dreams" E) "to bring inspiration and innovation to every athlete in the world"

81) Acme, Inc. has slightly modified the production processes of its widgets and gadgets in order to tap into the Eastern European market. Acme is likely following a ________ strategy. A) market penetration B) market development C) diversification D) harvesting E) product development

81) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept. A) product B) production C) selling D) marketing E) societal marketing

83) Which of the following is an example of a multichannel distribution system? A) Walmart locating to several countries B) JC Penney's catalog and retail store sales C) Avon's door-to-door distribution D) Starbuck's location inside of book stores E) a hotel providing guest privileges at a health spa across the street

85) Paul Pendergraff has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n) ________. A) target market B) market segment C) market D) market position E) undefined niche

85) Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion, Sally was measuring her level of ________. A) share of customer B) customer satisfaction C) customer equity D) demand E) customer lifetime value

85) When Netflix began delivering DVDs directly to customers through the mail instead of using a brick-and-mortar system, Netflix was following the trend of ________. A) indirect marketing B) disintermediation C) a franchise system D) exclusive distribution E) selective distribution

88) Serengeti makes lightweight sunglasses with 100 percent UV protection for people who love to hunt, hike, and bike ride. Its long-term plans include the development of lenses that, in addition to protecting users from UV rays, will also have effective water-sheeting action to reduce lens spotting. This new feature will be valuable to people who fish. In terms of a SWOT analysis, the company believes it can use the ________ of its reputation as a sunglass manufacturer for a specialized market in combination with its current manufacturing facilities and labor force to enter this new market. A) weights B) strengths C) threats D) opportunities E) trends

90) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers in their stores, to consider individual and community welfare in their day-to-day decisions. Actions such as this by companies seizing the opportunity to do well by doing good reflects ________. A) environmentalism B) social responsibility C) profit marketing D) partnership management E) myopia

90) Fresh Direct, an online grocer delivering to homes and offices in and around New York City, recently switched its entire fleet to biodiesel trucks. These trucks run on used cooking oil rather than gas, drastically reducing the company's carbon dioxide footprint. Fresh Direct has developed a(n) ________. A) indirect marketing channel B) green supply chain C) tying agreement D) intermodal transportation system E) exclusive dealing system

91) A church targeting different demographic groups to increase attendance is an example of ________. A) for-profit marketing B) not-for-profit marketing C) societal marketing D) customer evangelism E) caring capitalism

91) Jewels for the Rich and Famous sells very exclusive jewelry with a minimum price of $25,000 to customers around the world. Speed of delivery to distant markets is a must. Management should consider using ________ as its main carrier. A) rail B) air C) truck D) the Internet E) water

92) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign. A) ethical B) social marketing C) for-profit D) consumer-generated E) differentiated

93) Fence Patrol has developed an entirely new mounting system for chain link fences. Although it is a local company, through the acquisition of a distributor it now has the ability to market its products nationwide. Fence Patrol is most likely following a ________ strategy. A) market penetration B) market development C) downsizing D) divesting E) product development

94) Of the following, it is most important for marketers to develop ________ for their products. A) customer management organizations B) unique market positions C) market management organizations D) marketing ROI data E) marketing dashboards

95) Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis? A) A company is more able to change a threat than a weakness. B) A company is more able to change a weakness than a threat. C) A company can be more negatively affected by a weakness than by a threat. D) A company can be more negatively affected by a threat than by a weakness. E) A company can more easily identify threats than weaknesses.

97) A manufacturer that uses a third-party logistics provider to fulfill all of its logistics need is using a(n) ________. A) direct marketing channel B) conventional distribution channel C) corporate vertical marketing system D) horizontal marketing system E) franchise organization

98) Which of the following is one of Miller Meat Company's upstream partners? A) local grocers in Indiana who sell the company's products B) Midwestern farmers who raise beef and pork for the meat processing center C) the refrigerated fleet that expedites small shipments D) air carriers that take Miller's specialty shipments E) recipients of Miller's gift boxes

99) Management at a chain of Indiana grocery stores with a long history of purchasing products from Miller Meat is unhappy with the timing of deliveries. In fact, the grocery store's management is considering switching to another meat supplier who will delivery more frequently. This is an example of a(n) ________ conflict. A) independent channel B) vertical C) horizontal D) intermodal E) conventional

A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in ________. A) differentiated marketing B) undifferentiated marketing C) segmented marketing D) concentrated marketing E) mass customization

Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________. A) user status B) loyalty status C) store type D) brand preference E) usage rate

Even though several options are available at any one time, there ________ to segment a market. A) is one single best way B) is no single way C) is a most effective way D) are limited ways E) are four ways

Ford Motor Company emphasizes "Quality FirstFord Tough" in its truck products. In doing so, the company has developed a differentiation strategy based on ________. A) people B) image C) products D) services E) positioning

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it and mass promotes it. This firm uses ________ marketing. A) segmented B) undifferentiated C) nontraditional D) differentiated E) mass customization

Marketers must be most careful to guard against which of the following when using age and life-cycle segmentation? A) underestimating B) stereotyping C) traditional marketing D) cultural bias E) gender bias

Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation? A) gender B) income C) occasion D) usage rate E) readiness stage

The Jay Group hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors do. The Jay Group has gained a strong competitive advantage through which type of differentiation? A) image B) people C) services D) product E) channel

19) Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________. A) market share; strength of the SBU's position B) market diversification; relative market share C) market or industry attractiveness; strength of the SBU's position D) market growth rates; profits E) market penetration; market development

2) According to management guru Peter Drucker, "The aim of marketing is to ________." A) create customer value B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products

2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________. A) mission planning B) values planning C) strategic planning D) business-portfolio planning E) operations planning

22) Historically, ________ have lacked the leadership to assign member roles and manage conflict. A) corporate vertical marketing systems B) contractual vertical marketing systems C) conventional distribution channels D) administered vertical marketing systems E) conventional vertical marketing systems

60) ________ logistics controls the movement of products from points of production to consumers. A) Inbound B) Reverse C) Outbound D) Vertical E) Horizontal

22) The BCG growth-share matrix classifies four types of SBUs. They are ________, ________, ________, and ________. A) product; price; promotion; placement B) sales; market share; price; promotion C) stars; cash cows; question marks; dogs D) planning; implementing; leading; controlling E) market penetration; market development; product development; diversification

26) According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy. A) product B) production C) marketing D) retailing E) societal marketing

26) When dealing with a(n) ________, managers must decide whether to invest in it in an attempt to build it into a star or cash cow or whether to phase it out. A) exclamation mark B) dog C) question mark D) cash cow E) cat

27) A firm that uses the selling concept takes a(n) ________ approach. A) outside-in B) passive C) inside-out D) societal E) customer service

27) Which of the following are the three major types of vertical marketing systems? A) corporate, contractual, and chain B) contractual, corporate, and independent C) contractual, corporate, and administered D) administered, independent, and franchised E) contractual, corporate, and task

3) Which of the following is the first step in strategic planning? A) set objectives and goals B) develop the business portfolio C) define the company mission D) plan marketing strategies E) identify threats and weaknesses

32) Which of the following is a useful tool for identifying growth opportunities? A) the BCG matrix B) the business portfolio C) the product/market expansion grid D) the value chain E) the value delivery network

32) Which of the following is an example of a manufacturer-sponsored retailer franchise system? A) fast-food restaurants such as McDonald's and Burger King B) Starbucks operating within Target stores C) Ford and its network of independent franchised dealers D) licensed bottlers that bottle and sell Coca-Cola to retailers E) motels such as Holiday Inn and Ramada Inn

34) As marketing manager for Globe Imports and Exports, you want to start reaping the benefits of a multichannel distribution system. You will likely enjoy all of the following EXCEPT which one? A) expanded sales B) expanded market coverage C) selling at a higher gross margin D) opportunities to tailor products and services to the needs of diverse segments E) A and C

34) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________. A) short-run costs and profits B) short-run ethics C) long-run welfare D) immediate health E) value propositions

36) If Under Armour, the successful maker of moisture-wicking shirts and shorts, considered introducing a line of Under Armour fitness equipment, the company would be considering ________. A) marketing controls B) market development C) diversification D) market penetration E) product adaptation

38) Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called ________. A) customer lifetime value B) customer perceived value C) customer relationship management D) database marketing E) societal marketing

40) Companies should state their channel objectives in terms of targeted levels of ________. A) co-op advertising B) efficiency C) customer service D) conflict reduction E) profitability

48) Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who believes in keeping customers at arm's length and using mass media advertising. Pete knows that today few successful firms still practice true ________. A) club marketing B) frequency marketing C) mass marketing D) customer satisfaction E) market segmentation

48) Which of the following involves evaluating each market segment's attractiveness and selecting one or more segments to enter? A) market segmentation B) differentiation C) market targeting D) servicing E) positioning

49) When a company compares the likely sales, costs, and profitability of different channel alternatives, it is using ________ criteria to evaluate its channel options. A) selective B) adaptive C) economic D) control E) distribution

5) Most producers today sell their goods directly to ________. A) final users B) final users and marketing members C) intermediaries D) warehouses E) third-party logistics providers

51) The marketing world is embracing ________ because consumers can wield greater power and control in the marketplace through communication technologies. A) partner relationship management B) supply chain management C) customer-managed relationships D) market segmentation E) target marketing

52) Which of the four Ps describes the goods-and-services combination the company offers to the target market? A) price B) promotion C) product D) place E) package

53) Which of the following is an example of consumer-generated marketing? A) Toyota's presence in online communities B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight

56) Exclusive dealing is legal as long as it does not ________ or tend to create a monopoly and as long as both parties enter into the agreement ________. A) substantially lessen competition; coercively B) restrict trade; for a cause C) substantially lessen competition; voluntarily D) interfere with competitors; forcefully E) create a smaller market; permanently

6) From the economic system's point of view, the role of marketing intermediaries is to transform the assortment of products made by producers into the assortment of products wanted by ________. A) channel members B) distributors C) consumers D) manufacturers E) marketers

60) The main section of the marketing plan presents a detailed ________ analysis of the current marketing situation. A) who, when, where B) when, where, how C) SWOT D) competitor E) economic

73) When Home Depot allows key suppliers to use its stores as a testing ground for new merchandising programs, it is conducting a(n) ________. A) integrated logistics system B) partnership management system C) shared project D) third-party project E) cross-functional, cross-company team

73) Which of the following involves looking at whether a company's basic strategies are well matched to its opportunities? A) operating control B) marketing control C) strategic control D) ROMI E) portfolio analysis

73) Which version of the Web has introduced small, fast, and customizable applications that can be accessed through multifunction mobile devices? A) Web 1.0 B) Web 2.0 C) Web 3.0 D) Web 4.0 E) Web 5.0

76) Which of the following is most essential to any definition of marketing? A) demand management B) the production concept C) customer relationships D) making a sale E) making a profit

77) Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg's want now has become a(n) ________. A) need B) necessity C) demand D) exchange E) transaction

79) Steve's Physco Skates sells its products to Walmart, who then sells them to the consumer. This is an example of a(n) ________. A) direct marketing channel B) producer channel C) indirect marketing channel D) retailer channel E) corporate vertical marketing system

80) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market wants to avoid discussing their future funeral needs, and she must somehow first get their attention. Jolene's firm most likely practices the ________. (promotion) A) production concept B) marketing concept C) selling concept D) social marketing concept E) societal marketing concept

84) FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service, they are acting upon ________. A) loyalty B) relationship marketing C) customer-perceived value D) social relationships E) a societal marketing campaign

84) For Hyundai Corporation, customers who care about the price of a car and its operating economy make up one ________. A) market position B) value network C) market segment D) customer extension E) value chain

86) Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." Statements such as these reflect a firm's ________. A) product portfolio B) target markets C) positioning D) marketing mix E) niche

86) The Niketown running club that organizes twice weekly evening runs and follow-up meetings in the Nike Store is an example of which of the following? A) a frequency marketing program B) a basic customer relationship C) a club marketing program D) a partner relationship E) a structural benefit provided for top customers

9) Channel members add value by bridging the major gaps of ________ that separate goods and services from those who would use them. A) time, need, and form B) place, possession, and form C) time, place, and possession D) place, time, and need E) place, need, and distribution

90) Emerson Studios, a chain of 25 portrait stores in five states, has organized its marketing organization into groups headed by a sales manager, an advertising manager, and a customer- service manager. What type of organization is this? A) geographic B) product C) functional D) customer E) market

92) The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers would be most likely to decide which of the following? A) hold the pharmaceuticals division's share B) implement a harvest strategy C) use money from a cash cow to promote the pharmaceuticals division D) divest the SBU E) diversify the pharmaceutical division

95) In which of the following situations has a company most actively embraced customer-managed relationships? A) American Airlines awards frequent flyer points to returning customers. B) Paige Premium Denim jeans provide a superior quality and a perfect fit. C) iRobot invites enthusiastic Roomba owners to develop and share their own programs and uses for the company's robotic vacuum. D) Best Buy distinguishes between its best customers, called angels, and its less profitable customers, called demons, stocking merchandise to appeal to separate groups of its angels. E) Toyota develops a marketing presence on social networks and other online communities.

As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets. A) geographic; demographic B) user status; user loyalty C) benefits; buying behavior D) age and life-cycle; psychographic E) income; usage rate

Chet Hoffman's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Chet to take advantage of this opportunity? A) develop a presence on LGBT-oriented social networking sites B) position his agency as focused on specialized experiences C) implement a mass marketing campaign D) place specially-targeted ads in gay-themed publications E) advertise on LOGO

Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the source of Christopher's problem? A) intangibility B) perishability C) personalization D) variability E) inseparability

Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, that are priced a great deal lower than other used cars. Cheap Heaps has chosen to position its products with a ________ strategy. A) more-for- the same B) more-for- less C) same-for- less D) less-for- much-less E) A or C

Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that target and promote their products to the right markets. Who is Diego's employer? A) a financial intermediary B) a physical distribution firm C) a marketing service agency D) a reseller E) a green marketer

10) Which of the following is NOT a key function that intermediaries play in completing transactions? A) promotion B) information C) matching D) risk taking E) negotiation

100) Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their most desired amenities and vacation experiences. By implementing the suggestions she receives from guests, Carol would be following the ________ concept. A) production B) product C) selling D) marketing E) societal

23) In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________. A) cash cows; stars B) question marks; dogs C) stars; question marks D) stars; cash cows E) dogs; cash cows

24) Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales? A) marketing concept B) production concept C) product concept D) selling concept E) societal marketing concept

25) Which marketing orientation holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do? A) product concept B) production concept C) selling concept D) marketing concept E) societal marketing concept

28) A distinguishing feature of a contractual VMS is that coordination and conflict management among the independent members of the channel are attained through ________. A) agents and brokers B) unspoken partnerships C) limited liability incorporation D) contractual agreements E) natural competitive forces

28) You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________. A) accessible B) measurable C) reachable D) differentiable E) observable

29) Though often criticized, the selling concept is particularly appropriate and effective with which of the following types of products? A) convenience B) shopping C) specialty D) unsought E) demarketed

37) Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy? A) market segmentation B) the BCG approach C) product line extension D) downsizing E) market redesign

40) Multinationals like Honda Motor Co. and Walmart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________. A) business portfolio B) low-cost operator C) product mix D) value delivery network E) value chain

41) Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships? A) price B) a consistent product mix C) the value delivery network D) marketing strategy E) differentiation

49) Favorite Memories specializes in serving gift shoppers that major competitors overlook and ignore. Which of the following best describes Favorite Memories? A) market follower B) market challenger C) market seeker D) market nicher E) full market coverer

49) Which of the following has NOT contributed to the deeper, more interactive nature of today's customer relationships? A) e-mail B) Web sites C) online social networks D) traditional advertising E) video sharing

5) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy. A) determine how to deliver superior value B) build profitable relationships with customers C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct key components of a marketing program

53) Most companies practice strong PRM to forge long-term relationships with channel members. What does PRM stand for? A) primary relationship management B) potential relationship management C) perennial relationship management D) partner relationship management E) personnel roster maintenance

54) Today the four Ps are compared to the four Cs. Product and place are called ________ and ________, respectively. A) convenience; customer solution B) customer cost; convenience C) communication; customer solution D) customer solution; convenience E) communication; convenience

57) A producer of a strong brand that agrees to sell its brand to a dealer only if the dealer will take some or all of the rest of the line is using ________. A) exclusive distribution B) exclusive dealing C) intensive distribution D) a tying agreement E) disintermediation

57) Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors, and distributors as partners in delivering customer value. What type of management is she practicing? A) outside partnering B) inside partnering C) marketing D) supply chain E) customer development

58) Marketing logistics involves getting the right product to the right customer in the right place at the right time. Which one of the following is NOT included in this process? A) planning the physical flow of goods and services B) implementing the plan for the flow of goods and services C) controlling the physical flow of goods, services, and information D) gathering customer's ideas for new products E) planning the flow of logistics information to meet customer requirements at a profit

59) In SWOT analysis, which of the following refers to factors in the external environment? A) strengths B) strategies C) weaknesses D) opportunities E) trends

59) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if she remains in the area. Stew Leonard's concern is an illustration of which of the following? A) share of customer B) market share C) partner relationship management D) customer lifetime value E) market share maintenance

6) ________ should be market oriented and defined in terms of ________. A) Annual plans; product needs B) Strategic plans; company needs C) Long-range plans; company needs D) Mission statements; customers' needs E) Objectives; competitors' threats

61) A marketing plan begins with a(n) ________, which quickly overviews goals and recommendations. A) ROI B) marketing dashboard C) SWOT analysis D) executive summary E) action program

62) According to the textbook, your boss is most likely referring to ________ when she mentions "doing things right." A) strategy B) planning C) objectives D) implementation E) efficiency

65) Berman Electric, a chain of 18 appliance stores, has a marketing organization in which specialists head different marketing activities. What is this type of organization called? A) geographic B) product C) organic D) functional E) market

68) Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? A) butterflies B) true friends C) strangers D) barnacles E) short-term customers

70) The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________. A) evaluating goals; measuring performance B) achieving goals; measuring performance C) taking corrective action; measuring performance D) measuring performance; taking corrective action E) taking corrective action; following up

71) Which of the following is a true statement about the Great Recession that began in 2008? A) The economic crisis caused a short-term change in consumers' spending habits. B) The average home value increased after the stock market plunge. C) Decreasing energy prices provided consumers with unexpected savings. D) Consumers brought spending more in line with their incomes. E) Consumers quickly regained confidence in the economy.

74) Today, a growing number of firms now outsource some or all of their logistics to ________. A) cross-functional teams B) disintermediaries C) horizontal channel members D) third-party logistics providers E) competitors

79) Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of ________. A) market development B) product development C) diversification D) market penetration E) product adaptation

80) Walmart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., Germany, and other nations. This is an example of how Walmart is pursuing ________ as a growth strategy. A) market penetration B) product development C) demographic market development D) geographic market development E) diversification

82) Starbucks Coffee has recently begun selling and playing compilation CDs and is supporting its own XM satellite radio station. This represents which strategy for growth? A) product development B) market development C) market penetration D) diversification E) partner development

83) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy. A) marketing concept B) product concept C) production concept D) societal marketing concept E) selling concept

86) Chewing gum is stocked in many outlets in the same market or community; in fact, it is placed in as many outlets as possible. This is an example of ________ distribution. A) exclusive B) selective C) multichannel D) intensive E) disintermediated

9) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs? A) selling myopia B) marketing management C) value proposition D) marketing myopia E) the product concept

91) The current mission statement of the Girl Scouts of America is to build "girls of courage, confidence, and character, who make the world a better place." The organization's former mission statement had read "to prepare young girls for motherhood and wifely duties." This change reflects the guideline that mission statements should be ________. A) realistic B) broad C) narrow D) market-oriented E) specific

94) Which type of vertical marketing system (VMS) gives an organization more control over both production and resale of its products, while at the same time increasing the organization's capital investment and its fixed costs? A) administered B) contractual C) conventional D) corporate E) horizontal

95) Why is it important for manufacturers to be sensitive to the needs of their dealers? A) Dealers have few legal rights. B) Manufacturers have few legal rights. C) Dealers can easily be replaced by third-party logistics providers. D) Dealer support is essential to creating value for the customer. E) Manufacturers cannot break commitments to channel.

If Herb produced a variety of styles of pens and pencils with various wood types and engravings that he tailored specifically to each individual's order, he would be practicing ________. A) concentrated marketing B) local marketing C) undifferentiated marketing D) mass customization E) micromarketing

Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of ________ consumers with ________ products. A) elderly; durable B) young; appealing C) vulnerable; marketing D) vulnerable; potentially harmful E) unexpected; deceptive

Which group determines a product's position relative to competing products? A) manufacturers B) wholesalers C) retailers D) consumers E) suppliers

Del Monte has created a(n) ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products. Mang cong dong A) online experiment B) custom social network C) Internet survey D) immersion focus group E) expert panel

19) Which of the following marketing management concepts is most likely to lead to marketing myopia? A) customer-driven marketing B) customer-driving marketing C) societal marketing D) marketing E) product

20) According to the production concept, consumers will favor products that are ________ and ________. A) satisfying; quality focused B) advertised; affordable C) in high demand; hard to find D) segmented; convenient E) available; affordable

31) According to your text, which department in a company carries the primary responsibility for achieving profitable growth? A) accounting B) product development C) operations D) human resources E) marketing

33) When McDonald's offers its products inside of a Walmart store, it is using a(n) ________. A) conventional distribution channel B) corporate VMS C) contractual VMS D) administered VMS E) horizontal marketing system

4) Which of the following is NOT a step in the strategic planning process? A) defining the company mission B) setting company objectives and goals C) designing the business portfolio D) planning marketing and other functional strategies E) evaluating all members of the value chain

40) You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to acquire, keep, and grow customers. Your manager is concerned with which one of the following? A) customer divestment B) customer-managed relationships C) the societal marketing concept D) partner relationship management E) customer relationship management

55) In today's world, marketing should be done by ________ employees in an organization. A) only marketing B) only marketing, sales, and customer-support C) only sales and technology D) only management and marketing E) all

58) In SWOT analysis, which of the following would be considered a strength? A) internal limitations B) trends in the market C) favorable factors in the environment D) factors that challenge the company's performance E) internal resources

66) Modern marketing departments are arranged in the following ways EXCEPT which one? A) functional organization B) geographic organization C) product management organization D) market management organization E) strategic management organization

76) Monsanto operates in many businesses, including pharmaceuticals and food products. The company defines its ________ as creating "abundant food and a healthy environment." A) strategy B) marketing development C) business portfolio D) value-delivery network E) mission

84) Blockbuster offers DVD rentals through its Total Access online rental service and through its bricks-and-mortar stores. This is an example of a(n)________. A) contractual VMS B) administered VMS C) horizontal marketing system D) conventional distribution channel E) multichannel distribution system

88) Kao Corp., which makes Ban deodorant, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________. A) societal marketing B) the production concept C) the selling orientation D) partner relationship management E) consumer-generated content

89) At Gina's Nails, the posted policy is "Without our customers, we don't exist." Gina and her staff aim to delight each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Gina and her staff strive to make every customer a repeat customer. It is most accurate to say that instead of focusing on each individual transaction, Gina and her staff put a priority on ________. A) partner relationship management B) enlisting customer evangelists C) attracting "butterflies" D) converting "strangers" E) capturing customer lifetime value

As You Like It, Inc. customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing. A) niche B) mass C) differentiated D) undifferentiated E) micro.

Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________. A) operating characteristics B) purchasing approaches C) situational factors D) personal characteristics E) brand personalities

Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region. The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business. A) case study B) acquired database C) commercial research D) marketing information system E) competitive marketing intelligence system

General Electric's campaign stating, "We bring good things to life" is an example of ________. A) personal marketing B) corporate image marketing C) product quality D) product line E) social marketing

Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________. A) differentiating its offer B) good service recovery C) internal marketing D) image marketing E) productivity

ING, an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The ING logo and name appear throughout the race course. ING most likely sponsors the event in order to appeal to which type of public? A) financial B) citizen-action C) government D) general E) internal

It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) more expensive to obtain than primary data C) never purchased from outside suppliers D) always necessary to support primary data E) not always very usable

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm? A) people meters B) checkout scanners C) questionnaires D) EEG devices E) MRI scans

Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment. A) socio-legal B) cultural C) political D) legal-technological E) economic

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? A) Ask only for the information needed. B) Use information responsibly to provide value. C) Avoid sharing information without the customer's permission. D) Sell the information only when it is financially worthwhile. E) Fully explain to the respondents how the information will be used.

The green movement will likely spark the LEAST interest in which of the following? A) recycling programs B) environmentally sustainable strategies C) social responsibility D) Internet usage E) biodegradability

The impossibility of a barber storing haircuts for later sale is an example of which of the following? A) service intangibility B) service inseparability C) service variability D) service perishability E) low-context services

The legislation created to limit the number of commercials aired during children's programming is called the ________ A) Children's Online Privacy Protection Act B) Child Protection Act C) Fair Packaging and Labeling Act D) Children's Television Act E) Consumer Product Safety Act

The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) focus group E) people meter

The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. A) raw material market B) natural environment C) endangered environment D) green movement E) factors of production

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) exploratory B) descriptive C) causal D) primary E) secondary

The primary concern for consumers with the boom in Internet marketing is ________. A) accessibility B) false advertising C) privacy D) sustainability E) social responsibility

The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ________ and ________. A) ethics; promotion responsibility B) ethics; social responsibility C) finances; employee discrimination D) management ethics; insider trading E) promotion; pricing

The third level of a product that product planners must consider is a(n) ________ that offers additional consumer services and benefits. A) brand equity B) augmented product C) brand extension D) industrial product E) image

To achieve their social change objectives, social marketing programs ________. A) utilize only the promotional P of the marketing mix B) utilize only the promotional and product Ps of the marketing mix C) work to influence individuals' behavior to improve their well-being D) utilize all of the Ps in the marketing mix E) C and D

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. A) customer relationship management guidelines B) behavioral targeting "Do Not Track" lists C) chief privacy officer job descriptions D) codes of research ethics E) bans against using data collected through online surveys

To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________. A) feedback B) experiences C) brands D) product lines E) events

Toyota's Prius was the first mass-produced hybrid vehicle, known for its fuel efficiency and environmental friendliness. The Prius was initially most likely marketed to which of the following groups? A) the SOHO market B) the LOHAS market- C) the LGBT market D) the Asian American market E) the Millennials market

Trends in people's views of organizations indicate that which of the following has increased in the past twenty years? A) employees' loyalty to their employers B) confidence in American political organizations C) distrust in big American businesses D) confidence in the American education system E) employees' view of work as a source of satisfaction

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction management B) more sophisticated hardware C) customer relationship management D) decreased marketing intelligence E) a marketing information system

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) descriptive research

Watching the cultural trends of how people view others, observers have noted an increased interest in ________. A) socializing with co-workers B) going out less and staying home more C) patriotism D) do-it-yourself projects E) adventurous experiences

Watching the cultural trends of how people view society, observers have noted that since September 11, 2001, marketers responded to the increased ________ of Americans with special products and promotions. A) loyalty B) patriotism C) distrust D) foreign intolerance E) belligerence

What are the two dimensions of product quality? A) consistency and level B) performance and resistance C) design and innovation D) conformance and style E) feature and design

What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist

What is the purpose of a data warehouse? A) to organize internal and external data by relevance B) to gather and integrate information a company already has C) to interpret data D) to analyze data E) to identify and discard outdated data

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting ________ research. A) survey B) experimental C) secondary D) ethnographic E) personal

When a company lengthens its product line beyond its current range, it is ________. A) product line filling B) product line stretching C) product mixing D) increasing product depth E) building product equity

Which country leads the world in research and development spending? A) England B) Germany C) Sweden D) Japan E) the United States

Which demographic group is also referred to as the echo boomers? Những nhóm nhân khẩu học cũng được gọi là thời kỳ bùng nổ vang A) Generation X B) Millennials C) Generation Z D) baby boomers E) baby busters

Which of the following is NOT a disadvantage of telephone interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Under time pressures, some interviewers might cheat. D) Interviewers can explain some questions and probe more deeply on others. E) Potential respondents may refuse to participate.

Which of the following is NOT a potential source for competitive marketing intelligence? A) looking through competitors' garbage B) purchasing competitors' products C) monitoring competitors' sales D) collecting primary data E) talking with purchasing agents

Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political

Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) ease of administration

Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? A) internal service quality B) evidence management C) satisfied and productive service employees D) satisfied and loyal customers E) healthy service profits and growth

Which of the following is a potential drawback of multibranding? A) Consumers may become confused about the image of the main brand. B) An overextended brand name might lose its specific meaning for consumers. C) Different product features can appeal to consumers with different buying motives. D) The company's resources may be spread over too many brands. E) The company can occupy more retail shelf space.

Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission? A) The time between new product ideas and their introduction to the market has decreased. B) Spending on research and development has decreased. C) Research costs for companies have grown. D) More companies have failed to meet safety standards. E) Companies are more focused on making practical, affordable versions of products.

Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family? A) working women making up a smaller percentage of the workforce B) the falling percentage of married couples with children C) dual-income families declining in number D) stay-at-home dads declining in number E) the declining reliance on convenience foods and services

Which of the following is an accurate statement about the diversity of the American population? A) African Americans represent the largest non-white segment of the population. B) More than 12 percent of people living in the United States were born in another country. C) The Asian American percentage of the population is expected to remain steady in the next 50 years. D) In terms of ethnic diversity, the United States is about average in comparison to other countries with populations of a comparable size. E) American ethnic populations are expected to slowly increase in the next few decades.

Which of the following is an advantage offered by co-branding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) Brand equity is stabilized

Which of the following is an example of a core belief? A) Marriage is important. B) Americans should display their patriotism. C) The comforts of home are more important than entertainment outside of the home. D) Extended warranties are never worth the money consumers pay for them. E) Professionals should wear business clothes to work.

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence? A) LexisNexis B) the MONITOR C) Nielsen D) the U.S. Security and Exchange Commission's database E) Hoover's

Which of the following is information gathered directly from respondents in order to specifically address a question at hand? A) competitive marketing intelligence B) experimental hypotheses C) primary data D) secondary data E) internal data

Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language. B) Questions should not be arranged in any particular order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Avoid any personal questions that may make some respondents uncomfortable.

Which of the following is the most important for product designers to consider as they develop a product? A) which product features can be added to create higher-level models B) how the product appears C) what the product's technical specifications are D) how customers will use and benefit from the product E) how the product is packaged to attract spontaneous purchases

Which of the following is the most reasonable to assume as more and more Americans move to "micropolitan areas"? A) Geographic segmentation may be less critical to marketers. B) Rural populations will offer an expanding market. C) Micropolitan areas are likely to offer the same advantages as metropolitan areas. D) Congested areas are likely to become more ensnarled. E) Crime rates in metropolitan areas will increase.

Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touch point. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.

Which of the following is true of ethnographic research? A) It is a type of experimental research. B) It is often conducted by trained anthropologists or psychologists. C) It is a traditional quantitative research approach. D) It can be conducted in person but not online. E) It is typically used to answer well-defined product or strategy questions.

Which of the following is/are examples of product line length? A) hamburger and cheeseburger B) hamburger and apple pie C) Coke and Diet Coke D) A and C E) all of the above

Which of the following macroenvironmental forces has had the greatest effect on The Landing? A) the demographic environment B) the technological environment C) the sustainable environment D) the political environment E) the social responsibility environment

Which of the following statements about income distribution in the United States is NOT true? A) In recent decades, the rich have gotten richer. B) In recent decades, the middle class has grown. C) In recent decades, the poor have remained poor. D) The top 20 percent of American earners account for almost half of all American income. E) The top five percent of American earners receive a higher percentage of the nation's total income than do the bottom 40 percent of American earners.

Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) the cultural environment C) strategic planning D) target markets E) the marketing mix

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? A) value B) product C) level D) conformance E) design

Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? A) megabrand B) service inseparability C) social marketing D) unsought product E) undifferentiated

Which type of organization helps companies to stock and move goods from their points of origin to their destination? A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers E) suppliers

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? A) exploratory B) descriptive C) causal D) experimental E) secondary

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) marketing experience B) line extensions C) brand experience D) product mix E) service recovery

Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following? A) baby boomers B) seniors C) Gen Xers D) Millennials E) the SOHO market

With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following? A) geographic segmentation B) differing advertising messages C) mass marketing D) "us and them" paradigms E) tiered markets

With an expected increase in ethnic populations, marketers are likely to place a greater emphasis on ________. A) geographic segmentation B) targeted advertising messages C) mass marketing D) mainstream advertising E) cause-related marketing

You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? A) the macro environment B) the micro environment C) the marketing environment D) the demographic environment E) the global environment

You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying? A) the macro environment B) the micro environment C) the internal environment D) the marketing mix E) the global environment

You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research? A) the U.S. Small Business Administration B) the U.S. Census Bureau C) competitors' Web sites D) online surveys E) the Bureau of Economic Analysis

You have decided to use only closed-ended questions on your survey. Which of the following questions would NOT be found on your survey? A) Do you like chocolate? B) What is your gender? C) Do you work full-time or part-time? D) What do you like about your teacher? E) In which month do you plant your garden?

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data. A) simple random sample B) mechanical device C) stratified random sample D) judgment sample E) convenience sample

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research. A) causal B) experimental C) secondary D) survey E) exploratory

Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them? A) It may not exist. B) It may not be relevant. C) It is generally more expensive to obtain than primary data. D) It may not be current. E) It may not be impartial.

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D

Your company is making negotiations to enter a market in Lower Albania. You would most likely discover that ________ beliefs and values are open to change in this country. Niem ve co hoi moi A) inherited B) secondary C) primary D) core E) traditional

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use? A) internal databases B) external databases only C) company reports only D) competitive marketing intelligence E) the Internet only

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Line extensions B) Services C) Brands D) Consumer products E) Supplements

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Materials B) Parts C) Capital items D) Specialty items E) Supplies

________ consists of activities undertaken to create, maintain, or change attitudes toward particular people. A) Corporate image marketing B) Person marketing C) Social marketing D) Organization marketing E) Intermarket marketing

________ has been affected by the need to include unit pricing, open dating, and nutritional information. A) Branding B) Packaging C) Labeling D) Product line filling E) Product mixing

________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. A) Idea marketing B) Place marketing C) Organization marketing D) Social marketing E) Interactive marketing

________ involves designing and producing the container or wrapper for a product. A) Packaging B) Leveling C) Servicing D) Branding E) Labeling

________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. A) Product quality B) Brand equity C) Total quality management D) Branding E) Positioning

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. A) Unsought product marketing B) Internal marketing C) Social marketing D) Product line E) Interactive marketing

________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. A) Packaging B) Product quality C) Total quality management D) Specialty product marketing E) Positioning

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Competitive marketing intelligence C) Sales management D) Customer intelligence E) Value chain management

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Competitive marketing intelligence C) Marketing research D) Competitive marketing research E) Causal research

________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A) Service inseparability B) Service variability C) Service intangibility D) Service perishability E) Service heterogeneity

________ means that services cannot be separated from their providers, whether the providers are people or machines. A) Service intangibility B) Service inseparability C) Service variability D) Service perishability E) Service heterogeneity

1) Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales? A) personal selling B) advertising C) e-commerce D) publicity E) public relations

100) At what stage in the buying process was Richard when he sought input from others in the firm? A) supplier selection B) general need description C) supplier search D) proposal solicitation E) order-routine specification

11) The demand for many business goods and services tends to change more, and more quickly, than the demand for consumer goods and services does. This is referred to as ________ demand. A) fluctuating B) derived C) inelastic D) elastic E) supplier

11) This group of consumers tends to buy more branded products and to make shopping a family event, with children having a big say in the purchase decision. In general, they are very brand loyal, and they favor companies who show special interest in them. A) Hispanic Americans B) African Americans C) Asian Americans D) mature consumers E) the upper middles

11) Which of the following would a company most likely use to determine sales force size? A) the workload approach B) product availability C) demographic characteristics of the sales force D) the outside sales force method E) profit margin

12) Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is. A) formalized B) creative C) relationship-oriented D) independent E) concentrated

15) After determining its advertising objectives, the company's next step in developing an advertising program is to ________. A) set its advertising budget B) determine the media vehicle C) use cash rebate offers D) plan its advertising campaign E) develop its message strategy

16) ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. A) Social classes B) Cultures C) Reference groups D) Subcultures E) Lifestyles

19) You just lost a major account because a competitor provided the most complete system to meet the customer's needs and solve the customer's problems, and made the sale. In other words, the competition beat you with ________. A) solutions selling B) team selling C) cross-functional skill D) customer relationship management E) promotions

2) Price is the only element in the marketing mix that produces ________. A) revenue B) variable costs C) expenses D) outfixed costs E) stability

20) Which of the following is an element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget

21) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. A) Opinion leaders B) Habitual buyers C) Social networkers D) Stealth marketers E) Laggards Answer: A

22) Opinion leaders are also referred to as ________. A) the influentials B) the upper uppers C) the middle class D) the Rebounders E) the buzz marketers

23) Costs that do not vary with production or sales level are referred to as ________. A) fixed costs B) variable costs C) target costs D) total costs E) unit costs

24) Rent, electricity, and executive salaries are examples of ________. A) fixed costs B) variable costs C) accumulated costs D) total costs E) marketing costs

24) Which of the following represents the merge between advertising and entertainment? A) Madison & Vine B) Wall St. & Fifth Ave C) buzz marketing D) podcasting E) webisodes

26) Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) direct marketing D) message execution E) sales promotion

26) The ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. A) family B) social class C) membership group D) subculture E) reference group

27) Helping the sales force "work smart" is the goal of ________. A) sales supervision B) sales motivation C) sales compensation D) the organizational climate E) return on sales investment

28) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. A) personal characteristics B) reference groups C) perceptions D) attitudes E) psychographics

30) Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. households into one of 21 different life-stage groups. Which of the following PersonicX groups consists of young, energetic, well-funded couples and young families who are busy with their careers, social lives, and active recreation? A) Taking Hold B) Beginnings C) Transition Blues D) Our Turn E) Golden Years

31) After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. A) creative concept B) customer strategy C) customer benefit D) execution style E) media vehicle

31) When competing products differ greatly, business buyers are more accountable for their purchase choices and tend to pay more attention to ________. A) economic factors B) emotional choice C) intuition D) personal factors E) creative factors

31) With a higher volume of product, most companies can expect to ________. A) gain economies of scale B) become less efficient C) see fixed costs increase D) have a straight, horizontal learning curve E) find competitors using the experience curve strategically

33) A customer's lifestyle can be measured by using the AIO dimensions. What does AIO stand for? A) Activities, Interests, Opinions B) Achievement, Involvement, Organizations C) Accommodation, Investment, Orientation D) Acknowledgements, Interests, Observations E) Adoptions, Interests, Occupations

35) A company building its pricing strategy around the experience curve would be most likely to ________. A) price its products low B) price its products high C) engage in break-even pricing D) avoid cost-based pricing E) engage in value-added pricing

35) Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation. A) contests B) quotas C) meetings D) reports E) plans

63) The relationship between the price charged and the resulting demand level can be shown as the ________. A) demand curve B) variable cost C) target cost D) break-even pricing E) experience curve

36) Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." According to this premise, consumers ________. A) buy products to support their self-images B) do not identify with brand personalities C) are affected by subconscious motivations D) are attracted to products that expand their existing attitudes E) conduct the information search

38) Which execution style presents survey evidence that a brand is better than other brands? A) scientific evidence B) testimonial evidence C) endorsement D) technical expertise E) slice of life

39) According to Freud's theories, people are ________ many of the psychological forces shaping their behavior. A) unaware of B) self-conscious of C) aware of D) status-driven about E) self-analytical about

41) A salesperson in the prospecting stage most likely uses of the following methods EXCEPT ________. A) referrals from competing salespeople B) referrals from current customers C) referrals from dealers D) referrals from suppliers E) cold calling

45) ________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. A) Reach B) Qualitative value C) Format D) Premium E) Frequency

46) The break-even volume is the point at which ________. A) the total revenue and total costs lines intersect B) demand equals supply C) the production of one more unit will not increase profit D) the company can pay all of its long-term debt E) a firm's profit goal is reached

5) A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing an executive to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson

51) The Internet, direct mail, magazines, and radio all offer advertisers which of the following advantages? A) audience selectivity B) low costs C) timeliness D) flexibility E) credibility

52) ________ are subtle stimuli that determine where, when, and how a person responds to an idea. A) Cues B) Drives C) Reinforcers D) Personalities E) Impulses

53) Which of the following statements about magazines as an advertising medium is true? A) Magazines have long lead times and deadlines that can reduce flexibility. B) Magazines have not benefited from advances in communication technologies. C) Magazines typically use a mass marketing strategy. D) Magazines provide better local coverage than newspapers do. E) Magazines have poor reproduction quality of images.

54) A company that wants to emphasize the premium quality of its product and enhance the product's allure would be most likely to position its product on ________. A) high prices B) nonprice qualities C) low prices D) value prices E) target costing

55) In the case of maintenance, repair, and operating items, buyers may use a ________ rather than periodic purchase orders. A) blanket contract B) negotiable instrument C) binding purchase order D) locked-in sale E) solutions purchase

55) Price setting is usually determined by ________ in small companies. A) top management B) marketing departments C) sales departments D) divisional managers E) cross-functional teams

57) When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________. A) cost per thousand persons reached B) cost of premium offers C) cost of the magazine it is using D) profit margin E) continuity cost

58) Under a ________, a supplier monitors and replenishes a buyer's stock automatically as needed. A) vendor-managed inventory B) negotiated contract C) stand-alone contract D) periodic purchase order E) blanket contract

59) Under ________, the market consists of many buyers and sellers trading in a uniform commodity such as wheat, copper, or financial securities. A) pure competition B) monopolistic competition C) oligopolistic competition D) a pure monopoly E) anti-trust agreements

6) Which of the following is a customer-oriented approach to pricing? A) customer value-based pricing B) sealed-bid pricing C) break-even pricing D) target profit pricing E) C and D

61) Firms are less affected by competitors' pricing strategies under ________ than under ________. A) monopolistic competition; oligopolistic competition B) pure competition; monopolistic competition C) oligopolistic competition; pure competition D) oligopolistic competition; monopolistic competition E) pure competition; a pure monopoly

61) The buying process starts with ________, in which the buyer recognizes a problem. A) need recognition B) information search C) product awareness D) product interest E) alternative evaluation

62) Under ________, the market consists of one seller. A) a pure monopoly B) monopolistic competition C) oligopolistic competition D) pure competition E) capitalism

62) Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product? A) samples B) coupons C) premiums D) cash refunds E) price packs

66) ________ describes how responsive demand will be to a change in price. A) Price elasticity B) Break-even pricing C) The demand curve D) Target costing E) Supply

67) A firewall is a(n) ________. A) commonly used technique to safeguard Internet and extranet transactions B) method of communicating with e-commerce customers C) tool used by hackers to infiltrate corporate Web sites D) method for increasing employee productivity E) effective method for efficiently linking buyer and seller Web sites

67) Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch-off card or a bingo number ? A) game B) contest C) price pack D) sweepstakes E) point-of-purchase promotion

69) Price elasticity of demand is ________ divided by ________. A) percent change in quantity demanded; percent change in price B) demand; price C) percent change in price; percent change in quantity demanded D) the going price; the asking price E) retail value; list price

7) Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? A) territorial B) product C) customer D) complex systems E) A and B

7) ________ uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing. A) Customer value-based pricing B) Cost-based pricing C) Variable cost D) Price elasticity E) Product image

73) In the aftermath of the Great Recession, consumers have become ________. A) more value conscious B) less value conscious C) more interested in prestige pricing D) less interested in price cutting E) more loyal to prestigious products

74) A company should set prices that will allow ________ to receive a fair profit. A) resellers B) producers C) consumers D) the market E) competitors

74) Trade shows offer manufacturers the opportunity to do all of the following EXCEPT ________. A) establish a sales contest B) find new sales leads C) contact customers D) introduce new products E) educate customers

75) When companies set prices, the government and social concerns are two ________ affecting pricing decisions. A) external factors B) internal factors C) economic conditions D) demand curves E) temporary influences

76) Amos Zook, an Amish farmer, sells organically grown produce. Often he will trade some of his produce for dairy products produced by other Amish farmers. The sum of the values exchanged for the produce is the ________. A) price B) cost-plus price C) dynamic price D) common value price E) penetration price

76) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________. A) subculture B) social class C) social network D) life-cycle stage E) lifestyle

77) Johnson Business Solutions, Inc. maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a(n) ________ structure. A) product sales force B) customer sales force C) territorial sales force D) integrated sales force E) complex sales force

77) Trader Joe's offers an assortment of exclusive gourmet products at impossibly low prices. These prices are not limited-time offers or special discounts. Instead, they reflect Trader Joe's ________ strategy. A) everyday low pricing B) cost-plus pricing C) dynamic pricing D) value-based pricing E) cost-based pricing

78) When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser? A) informative advertising B) persuasive advertising C) reminder advertising D) developmental advertising E) comparative advertising

79) Shane Sudendorf is an active member of her sorority, two intramural teams, and a service organization at her college. She also actively participates on two online social networks, posting information about her day along with her thoughts on music, food, fashion, and culture. From this description, which of the following is the best way to describe Shane? A) an opinion leader B) a status symbol C) a laggard D) a Potential Rebounder E) a brand ambassador Answer: A

79) The long-run average cost curve (LRAC) helps the producer understand which of the following? A) how large a business should be in order to be most efficient B) how to deal with competitors' prices C) how to deal with external factors D) how to price under conditions of inelastic demand E) how to price under conditions of elastic demand

8) In ________, price is considered along with the other marketing mix variables before the marketing program is set. A) value-based pricing B) cost-based pricing C) variable costs D) price elasticity E) markup pricing

8) Which of the following is true about business marketers in comparison to consumer marketers? A) They deal with far fewer but far larger buyers. B) They deal with far more but far small buyers. C) They deal with a more elastic market. D) They deal with fewer demands in fluctuation. E) They deal with the same decision buying process.

8) ________ is the most basic cause of a person's wants and behavior. A) Culture B) Brand personality C) Cognitive dissonance D) Social class E) Selective perception

81) You call in a department manager to assist in a purchase of industrial equipment. You are considering a change in product specifications, terms, and possibly suppliers. This is most likely a ________ situation. A) modified rebuy B) new task C) straight rebuy D) solution selling E) value analysis

83) An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________. A) team selling B) territorial selling C) inside selling D) prospecting E) sales promoting

83) Mark has long supported the actions and decisions of his city's mayor. However, many recent news stories have raised questions about the ethics of the mayor's programs and initiatives. Mark doubts that the mayor, in whom he has such faith, could behave unethically, and Mark tends to distrust the information in the media. Mark continues to support the mayor. It is most accurate to say that Mark has engaged in ________. A) selective distortion B) selective attitude C) selective retention D) selective attention E) perceptual defense

83) Worthington Farm raises chickens. For years, it has used wooden coops to haul its poultry to market. The owner of the farm needs to buy some replacement coops and is considering buying plastic coops that are slightly more expensive than wooden ones but much easier to clean after use. This purchase of coops is an example of a ________. A) modified rebuy B) new task C) straight rebuy D) solution selling situation E) value analysis

84) Mary Conti is sales manager for National Computer Training. She wants to evaluate the performance of her sales force responsible for the New England territory. Mary will most likely review all of the following in her evaluation EXCEPT ________. A) call plans B) sales reports C) call reports D) expense reports E) territorial sales and profit reports

86) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________. A) selective distortion B) selective attitude C) selective retention D) selective attention E) perceptual defense

91) Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations. A) press relations B) product publicity C) public affairs D) lobbying E) development

92) Pace Hardware uses Learningnow.com to improve sales force effectiveness and facilitate sharing of expertise. It allows Pace retailers to link with other Pace retailers to ask for managerial and marketing advice. It also allows Pace retailers to ask their suppliers about product usage, deliveries, and warranties, and it allows suppliers to send new-product information directly to Pace retailers. In this scenario, Pace Hardware is using a(n) ________. A) extranet B) intranet C) search engine D) trading exchange E) reverse auction

93) Happy Pet is a large petfood company that sells its products to retail pet supply stores as well as wholesalers. The sales force at Happy Pet is LEAST likely to do which of the following? A) work directly with final customers B) build relationships with wholesalers C) help retailers effectively sell the company's products D) communicate regularly with business customers E) represent wholesalers and retailers to the company

93) Which of the following was most likely being used when Boeing received orders for $100 million in spare parts in the first year its Web site was in operation? A) e-procurement B) an intranet C) single sourcing D) blanket contracting E) a reverse auction site

96) Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong? A) innovator B) middle upper C) early majority D) late majority E) laggards

98) Which of the following media options would MOST benefit Second Avenue's promotional efforts given the store's limited budget? A) periodic advertising in a local newspaper B) daily advertisements on a cable television station C) weekly commercials during the local evening news D) a billboard placed on the interstate E) a link on the city's Chamber of Commerce Web site

Objective: 6-2 20) Another name for systems selling is ________ selling. A) solutions B) blanket contract C) vendor-managed inventory D) negotiated contract E) periodic purchase

4) In one way or another, most large companies sell to ________. A) consumers B) other organizations C) employees D) not-for-profit companies E) the service sector

50) ________ describes changes in an individual's behavior arising from experience. A) Lifestyle B) Learning C) Perception D) Cognitive dissonance E) Attitude shift

13) Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection. Brands are important. They seem to enjoy shopping more than other ethnic groups do. A) upper middle B) African American C) mature D) Asian American E) upper lower

13) Members of a company's ________ conduct business from their offices using telephones, e-mails, or visits from prospective buyers to generate sales. A) outside sales force B) inside sales force C) complex sales force D) customer sales force E) product sales force

14) Some companies have adopted a(n) ________ strategy, offering just the right combination of quality and good service at a fair price. A) value-based pricing B) good-value pricing C) cost-plus pricing D) low-price image E) elastic-pricing

15) Economic, technological, and political factors are all ________ that affect the business buying process. A) organizational factors B) environmental factors C) interpersonal influences D) individual influences E) marketing stimuli

19) Which of the following is the most likely result of reducing brand-building advertising for a product? A) reduced short-term sales B) reduced long-term market share C) improved brand image D) increased short-term sales E) increased long-term market share

20) According to research by the Gallup polling organization, which of the following is one of the four key talents a successful salesperson must possess? A) managerial skills B) disciplined work style C) aggressive personality D) technological know-how E) fluency in a second language

20) Ryanair offers free flights to a quarter of its customers and rock-bottom prices to many of its other customers. Ryanair then charges for all extra services, such as baggage handling and in-flight refreshments. Which of the following best describes Ryanair's pricing method? A) value-added pricing B) good-value pricing C) cost-plus pricing D) high-low pricing E) image pricing

21) The decision-making unit of a buying organization is called the ________. A) business buyer B) buying center C) buying system D) business-to-business market E) supplier-development center

23) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________, brand ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. A) leading adopters B) brand evangelists C) direct marketers D) direct sellers E) innovators

25) Costs that vary directly with the level of production are referred to as ________. A) fixed costs B) variable costs C) target costs D) total costs E) unit costs

25) The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it. A) branded entertainment B) advertainment C) audience engagement D) continuity scheduling E) pulse scheduling

27) A ________ consists of the activities people are expected to perform according to the persons around them. A) motive B) role C) lifestyle D) life cycle E) tradition

28) The aim of sales management motivation is to encourage salespeople to ________. A) "work smart" B) "work hard" C) "work cooperatively" D) "work creatively" E) "work quickly"

28) What is the term used to describe the idea that will be communicated to consumers through an advertisement? A) advertising appeal B) message strategy C) consumer-generated message D) creative concept E) message execution

29) The learning curve is also referred to as the ________. A) LRAC B) experience curve C) demand curve D) break-even curve E) price elasticity curve

3) Advertising is used mostly by which of the following? A) governments B) business firms C) social agencies D) independent professionals E) not-for-profit organizations

3) Economic, technological, and cultural forces are all ________ in the stimulus-response model of buyer behavior. A) buyer responses B) stimuli C) components of the buyer's decision process D) buyer characteristics E) buying attitudes

30) As production workers become better organized and more familiar with equipment, the average cost per unit decreases. This is called the ________. A) demand curve B) experience curve C) short-run average cost curve D) long-run average cost curve E) marginal utility

30) When suppliers' offers are very similar, business buyers have little basis for a strictly ________. A) emotional choice B) rational choice C) personal choice D) intuitive choice E) independent choice

30) ________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress. A) Promotion mix plans B) Message strategy statements C) Creative concept strategies D) Big idea statements E) Branded entertainment plans

32) The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. A) appeal B) visualization C) differentiation D) strategy E) evaluation

33) A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed a(n) ________ that will have fewer turnovers and higher sales force performance. A) sales force system B) organizational climate C) compensation package D) sales structure E) workload

33) To ensure an adequate and available supply of key scarce materials, many companies are now willing to ________. A) decrease levels of demand B) buy and hold large inventories of the materials C) eliminate distribution and warehousing partners D) experiment with just-in-time technologies E) reduce the length of the supply chain

37) A(n) ________ is a salesperson's write-up of his or her completed sales activities. A) call plan B) call report C) sales report D) expense report E) time-and-duty analysis

37) Lawyers, accountants, and other professionals typically price by adding a standard markup for profit. This is known as ________. A) variable costs B) cost-plus pricing C) value-based pricing D) break-even price E) penetration pricing

41) Price competition is minimized when all firms in an industry use which pricing method? A) variable pricing B) markup pricing C) elasticity pricing D) value-added pricing E) value-based pricing

41) What is the first element that a reader notices in a print ad? A) copy B) illustration C) headline D) slogan E) color

42) An amateur 30-second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising? A) YouTube webisodes B) consumer-generated messages C) crowdsourcing campaigns D) consumer-driven promotions E) competitive consumer messages

42) Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect? A) financial ability B) longevity in the market C) special needs D) location E) volume of business

45) In which stage of the business buying process is a supplier most likely to provide a buyer with information about the importance of different product characteristics? A) problem recognition B) general need description C) supplier search D) supplier selection E) order-routine specification

45) Target return pricing uses the concept of a(n) ________, which shows the total cost and total revenue expected at different sales volume levels. A) value-based chart B) break-even chart C) competition-based chart D) demand curve E) experience curve

47) Which type of sales approach is best for today's customers who expect answers, results, and useful products? A) hard-sell B) customer-solution C) razzle-dazzle D) sales development E) personal relationship

48) As a manufacturer increases price, the ________ drops. A) target B) break-even volume C) cost-plus pricing D) total cost E) profit margin

48) People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. A) selective attention B) selective retention C) selective attitude D) selective distortion E) perceptual vigilance

49) For many years, ________ dominated the media mix used by national advertisers. A) radio and television B) television and magazines C) direct mail and billboards D) radio and digital media E) newspapers and direct mail

49) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. A) alternative evaluation B) subliminal C) perceptual D) hierarchical E) comparative

5) Competitive parity and objective-and-task are two options for ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations

5) Marketing stimuli consist of the four Ps. Which is NOT one of these? A) product B) politics C) price D) promotion E) place

5) Product costs set a(n) ________ to a product's price. A) demand curve B) floor C) ceiling D) break-even cost E) experience curve

50) Which of the following is an external factor that affects pricing decisions? A) the salaries of production management B) demand C) the salaries of finance management D) funds expensed to clean production equipment E) A, B, and C

54) During the ________ stage of the business buying decision process, the buying center assesses the proposals. A) proposal solicitation B) supplier selection C) product value analysis D) order-routine specification E) performance review

57) In industrial markets, ________ typically has the final say in setting the pricing objectives and policies of a company. A) the sales manager B) top management C) the production manager D) the finance manager E) the sales staff

57) When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will undertake ________. A) habitual buying behavior B) complex buying behavior C) reflective buying behavior D) dissonance-reducing buying behavior E) variety-seeking buying behavior

59) Consumers are increasingly ignoring promotions and not making immediate purchases because of ________. A) advertising specialization B) promotion clutter C) promotional marketing D) advertising clutter E) promotion differentiation

6) When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________. A) sales design B) sales force management C) group sales efforts D) co-op selling and advertising E) promotional objectives

60) Which of the following can be especially useful for a company that needs to conduct secure and frequent communications and transactions with key suppliers? A) an intranet B) an extranet C) buying centers D) a reverse auction E) a trading exchange

61) Of the main consumer promotion tools, which is the MOST effective for introducing a new product or creating excitement for an existing one? A) coupons B) samples C) cash refunds D) price packs E) contests

61) Scheduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period. A) continuity B) pulsing C) shuffling D) sequencing E) segmenting

65) ________ are goods offered either free or at low cost as an incentive to buy a product. A) Coupons B) Premiums C) Price packs D) Cash refund offers E) Point-of-purchase promotions

66) Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake's next step is most likely to be ________. A) postpurchase behavior B) alternative evaluation C) opinion leadership D) cognitive dissonance E) purchase decision

67) Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors? A) postpurchase behavior B) attitude of others C) cognitive dissonance D) alternative evaluation E) new product adoption

67) If demand hardly changes with a small change in price, we say the demand is ________. A) variable B) inelastic C) value-based D) at break-even pricing E) market penetrating

67) Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________. A) received little buzz after running its commercial during the game B) earned a better response for less money through an outdoor campaign and a viral campaign C) discovered that most of the audience did not watch the sentimental commercial D) spent too much money on one commercial that received low consumer ratings E) received negative publicity for running a beauty ad during a sporting event

68) Marketers who send coupons to customers' cell phones are using ________. A) trade promotions B) mobile marketing C) premiums D) point-of-purchase promotions E) sampling

70) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. A) need recognition B) cognitive dissonance C) purchase decisions D) legitimization E) dissatisfaction

71) Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display. A) POP promotion B) allowance C) incentive promotion D) price pack E) premium

71) The less ________ the demand, the ________ it benefits the seller to raise the price. A) focused; more B) elastic; more C) elastic; less D) constant; more E) concentrated; more

72) A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________. A) price-offing B) push money C) off-listing D) off-invoicing E) allowances

72) Consumers learn about new products for the first time and make the decision to buy them during the ________. A) need recognition stage B) adoption process C) evaluation process D) trial process E) quality assessment

72) Dips in the economy and the instant price comparisons made possible by the Internet have both contributed to ________. A) decreased consumer price sensitivity B) increased consumer price sensitivity C) a less direct relationship between supply and demand D) a more direct relationship between supply and demand E) decreased brand loyalty

74) Which of the following is the final stage in the new product adoption process? A) awareness B) adoption C) evaluation D) acceptance E) trial

75) News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals. A) public service activities B) special events C) social networking D) development E) investor relations

77) A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________. A) membership group B) reference group C) status symbol D) subculture E) lifestyle

80) Assume a manufacturer with fixed costs of $100,000, a variable cost of $10, and expected sales of 50,000 units wants to earn a 20 percent markup on sales. What is the manufacturer's markup price? A) $14 B) $15 C) $18 D) $18.50 E) none of the above

80) UPS serves both consumer and business markets, but most of its revenues come from its business customers. UPS has become a strategic logistics ally for many of its business customers, going far beyond offering delivery services to offering inventory management, international trade management, and even financing to its commercial customers. This is an example of which of the following differences between the consumer and business markets? A) Business purchases involve more buyers. B) Buyers and sellers in the business market build close, long-term relationships. C) Business markets contain more and larger buyers. D) Business buyer demand is derived. E) Demand in business markets is inelastic

81) An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style? A) testimonial evidence B) slice of life C) fantasy D) scientific evidence E) mood or image

82) A company faces fixed costs of $100,000 and variable costs of $8.00/unit. It plans to directly sell its product to the market for $12.00. How many units must it produce and sell to break even? A) 20,000 B) 25,000 C) 40,000 D) 50,000 E) not enough information to calculate

82) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style. A) slice of life B) lifestyle C) fantasy D) scientific evidence E) personality symbol

83) Ecstasy Pharmaceuticals faces fixed costs with its new drug of $1,000,000. The company sells the drug in bottles of 50 pills for $10.00. It estimates that it must sell 200,000 bottles to break even. What is the total cost to produce a bottle of 50 pills? A) $2.50 B) $5.00 C) $6.00 D) $7.50 E) not enough information to calculate

84) A manufacturer is trying to determine its break-even volume. With fixed costs of $100,000, a variable cost of $10, and expected sales of 50,000 units, what should the manufacturer's unit cost be to break even? A) $10 B) $12 C) $16 D) $20 E) none of the above

87) One of Dr. Albrecht's dental assistants told the dentist he should buy a machine that would sterilize his tools without using any water because water tends to cause the tools to rust or corrode over time. Dr. Albrecht, who runs a solo practice in a small rural town, located some articles on the chemical sterilizer and read about how the machine works. After gathering more information and talking to salespeople, Dr. Albrecht placed his order for the machine. In terms of the buying center, Dr. Albrecht had the role of ________. A) initiator B) decider C) agent D) influencer E) liaison

89) For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl should their team, the Chicago Bears, ever win the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. They want to be certain to choose the best one. Bill and Margaret are most likely to exhibit ________. A) complex buying behavior B) dissonance-reducing buying behavior C) habitual buying behavior D) variety-seeking buying behavior E) brand familiarity buying behavior

91) An example of a(n) ________ is a five-foot-high cardboard display of Tony the Tiger next to Frosted Flakes cereal boxes. A) sample B) POP promotion C) POP pack D) advertising specialty E) premium

91) Most newspapers use ________ so they do not need to rely on only one supplier to provide the tons of paper that they use annually. A) single sourcing B) multiple sourcing C) cross-docking D) vendor-managed inventory E) blanket contracting

94) Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to drink adequate water when he is bike riding. He wants to buy a hydration system. Having gathered a great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision. A) problem recognition B) evaluation of alternatives C) product choice D) postpurchase evaluation E) information choice

95) If Canon Camera Company follows a high-price, high-margin strategy, what will competitors such as Nikon, Minolta, and Pentax most likely do? A) They will go out of business. B) They will want to compete against Canon. C) They will advertise less. D) They will bundle their products. E) none of the above

96) Sales have been slow recently at B & B Materials, so management has organized a training program to improve the performance of its sales force. Which of the following would most likely lead to improved sales for B & B Materials? A) tests to measure the analytic and organizational skills of the sales force B) information about the marketing strategies used by competitors C) tests to identify the personality traits of sales force members D) a time-and-duty analysis for each salesperson E) instructions on completing expense reports

96) The advertising agency hired by Mrs. Brown's Cookie Company has developed a series of commercials about the new cookie flavors created by the company. The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials. What is the potential benefit of pulsing the cookie ads? A) The ads would achieve maximum awareness. B) The costs of advertising would be low. C) Audience quality can be evaluated. D) Ads can be modified for different demographics. E) Ad schedules can be adapted based on sales.

97) Consumers usually perceive higher-priced products as ________. A) out of reach for most people B) having high quality C) having target-cost prices D) having cost-based prices E) being in the introductory stage of the product life cycle

99) Many families with children are now attracted to the shopping district in Forest Ridge. What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind? A) Though more women hold jobs outside the home today than when The Attic Trunk first opened, husband-wife involvement n the buying process has remained relatively unchanged. B) Children have considerable amounts of disposable income and have a strong influence on family buying decisions. C) Women today account for 50 percent of all technology purchases. D) Men today account for about 40 percent of all food purchases. E) Women influence nine out of ten new home and vacation purchases

10) Companies that use a customer sales force structure organize their salespeople by ________. A) product B) territory C) industry D) demand E) hierarchy

10) The Pure Drug Company produces insulin, a product with a very stable demand, even though the price has changed several times in the past two years. Insulin is a product with ________ demand. A) joint B) service C) inelastic D) elastic E) fluctuating

100) It is most likely that each consumer segment attracted to The Attic Trunk would have which of the following in common with the other consumer segments? A) subculture B) personality C) AIO dimensions D) life-stage E) membership groups

18) Some large corporations have developed ________ to help determine the optimal investment across various media such tools are useful when determining the relationship between promotional spending and brand sales. A) impact studies B) sales techniques C) statistical models D) advertising budgets E) advertising strategies

18) Which of the following statements is true regarding social class in the United States? A) Social class is determined primarily by income level. B) Lines between social classes in the United States are fixed and rigid. C) Social classes tend to show distinct product preferences in clothing and automobiles. D) Wealth is more critical than education level in measuring social class. E) People are relegated to a permanent class layer in the United States

21) During the hiring process, companies that test sales applicants typically measure all of the following abilities EXCEPT ________. A) sales aptitude B) organizational skills C) accounting skills D) analytical skills E) personality traits

26) Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________. A) undermining the work of the inside sales team B) ignoring management and marketing objectives C) being too pushy and harming customer relationships D) working multiple sales jobs to maximize their income E) spending too much time traveling between customers Answer: C

26) Gretchen Kabor has formal authority to select the suppliers and arrange terms of purchase for many of the items her firm uses. Her role in the buying center is that of ________. A) user B) influencer C) buyer D) decider E) gatekeeper

28) The LRAC is most closely related to which of the following? A) long-term marketing plans B) long-term business plans C) the cost of producing a greater quantity of units D) the cost of promoting a greater quantity of units E) the legal responsibility of a company

29) People change the goods and services they buy over time because of the two changing factors of ________. A) belief and attitude B) perception and personality C) age and life-cycle stage D) self-concept and learning E) family and tradition

29) Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week? A) time-and-duty analysis B) sales force automation systems C) call plan D) sales quota plan E) positive incentives plan

3) ________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences. A) Advertising B) Public relations C) Personal selling D) Telemarketing E) Integrated marketing communication

3) ________ is an important element in the marketing mix. It is the only element that does not represent costs. A) Profit maximization B) Market share leadership C) Price D) Product quality leadership E) The target market

31) ________ is a person's pattern of living as expressed in her psychographics, including her activities, interests, and opinions. A) Personality B) Culture C) Lifestyle D) Motive E) Social class

32) All of the following make up a person's lifestyle EXCEPT ________. A) AIO dimensions B) interests C) dissonance-reducing buying behavior D) opinions

32) Which of the following is a potential drawback of using Web-based technologies for making sales presentations and servicing accounts? A) Salespeople have to invest more time in preparing for this type of interaction with customers. B) The cost of the technology outweighs any savings gained by eliminating the need for travel. C) The systems can intimidate salespeople who are unfamiliar with the technology. D) Customers are less likely to buy the product when a Web conference is used. E) Customers lack the technology required to participate in a Web conference

33) When a downward-sloping experience curve exists, a company should usually ________ the selling price of that product in order to bring in higher revenues. A) increase B) greatly increase C) decrease D) not alter E) level

33) Which of the following are the three characteristics an advertising appeal should have? A) engaging, informative, and stylish B) trendy, compelling, and appealing C) meaningful, believable, and distinctive D) unique, emotional, and entertaining E) humorous, memorable, and interesting

34) A sales ________ is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products. A) goal B) task C) quota D) incentive E) contest

34) Which message execution style depicts average people using a product in an everyday setting? A) lifestyle B) scientific evidence C) slice of life D) personality symbol E) testimonial evidence

35) Researchers have found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) product image C) brand personality D) brand concept E) brand equity

35) Which of the following types of factors influencing members of a buying center are typically the most difficult for marketers to assess? A) economic B) technological C) interpersonal D) organizational E) political

38) Which of the following is the best advice for an international marketer planning to interact with businesspeople from many different cultures? A) Trust your instincts and behave as you normally do. B) Remember that countries all over the world are fascinated with American culture. C) Cultures really are different, so do your best to learn about those differences. D) Use the same strategies with all of your clients, no matter what their cultural backgrounds are. E) Assume that businesspeople from different cultures will make accommodations for you

39) Status, empathy, and persuasiveness are all examples of ________ influences on business buyer behavior. A) environmental B) individual C) interpersonal D) organizational E) cultural

39) The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them. A) closing sales; getting orders B) getting new customers; obtaining service ideas C) getting new customers; obtaining orders D) overcoming objections; developing relationships E) managing old customers; following up

4) Consumer perceptions of the product's value set the ________ for prices. A) demand curve B) floor C) ceiling D) variable cost E) image

40) Illustrations, the headline, and the copy are three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) execution style

40) Prospecting is the step in the selling process in which the salesperson ________. A) gathers information about a prospective customer before making a sales call B) meets the customer for the first time C) identifies qualified potential customers D) tells the product's "value story" to the customer E) clarifies and overcomes customer objections to buying

40) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. A) perception analysis B) subliminal motivation C) motivation research D) need recognition investigation E) depth research technique

41) Which of the following is an example of an internal stimulus that might lead to the business buying process stage of problem recognition? A) A buyer gets a new idea from an advertisement. B) A buyer gets a new idea at a trade show. C) A buyer is unhappy with a current supplier's price. D) A buyer receives a call from a salesperson offering better service terms. E) A buyer learns about a new product at an industry convention.

42) The first step of the business buying process is ________. A) general need description B) alternative evaluations C) problem recognition D) order-routine specification E) performance review

43) Business marketers often alert customers to potential problems and then show how their products provide solutions. These marketers are hoping to influence which stage of the business buying process? A) general need description B) alternative evaluations C) problem recognition D) order-routine specification E) performance review

44) The purchasing agent at your company is working with engineers and users to define the items to purchase by describing general characteristics and quantities needed. He is also ranking the importance of reliability, durability, and price. The buyer is preparing a(n) ________. A) value analysis B) product specifications list C) general need description D) order-routine specification E) product proposal

9) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. A) aspirational groups B) reference groups C) subcultures D) membership groups E) social networks

51) ________ that influence pricing decisions include the nature of the market and other environmental factors. A) Internal factors B) Value factors C) External factors D) Target factors E) Domestic factors

52) In order to form a consistent and effective integrated marketing program, price decisions should be coordinated with each of the following EXCEPT ________. A) product design B) distribution C) competitors' prices D) promotion decisions E) marketing objectives

52) Members of the buying center at ABC Kid's World are drawing up a list of desired toy supplier attributes and their relative importance. Next, they intend to compare several suppliers to these attributes. In which step of the business buying process is the buying center at ABC Kid's World engaged? A) supplier search B) proposal solicitation C) supplier selection D) order-routine specification E) performance review

54) Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. A) subliminal advertising B) social classes C) learning theory D) need recognition E) cognitive dissonance

54) Which of the following statements about radio as an advertising medium is true? A) Radio advertising is typically quite expensive. B) National radio advertising opportunities are simple to purchase. C) One advantage of radio advertising is its high demographic selectivity. D) Radio prohibits the use of segmentation strategies. E) Radio is defined as an outdoor medium.

55) A(n) ________ is a descriptive thought that a person has about something. A) lifestyle B) motive C) belief D) attitude E) perception

56) 30 Rock and Newsweek are both examples of ________, specific media within each general media type. A) alternative media B) major media C) media vehicles D) media multitaskers E) micromedia

57) Which of the following is the last stage of the business buying process? A) order-routine specifications B) supplier selection C) performance review D) value analysis E) vendor analysis

59) Audience quality, audience engagement, and editorial quality are all considerations when a media planner ________. A) decides on media timing B) selects an execution style C) selects a media vehicle D) evaluates return on investment E) measures the communication effects of an advertisement

6) Which of the following is NOT a way that business and consumer markets differ? A) market structure and demand B) nature of the buying unit C) satisfaction of needs through purchases D) types of decisions E) decision processes

60) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? A) need recognition B) information search C) variety-seeking buying behavior D) purchase decision E) postpurchase behavior

60) ________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period. A) Pulsing, Continuity B) Continuity, Hard hitting C) Continuity, Pulsing D) Pulsing, Hard hitting E) Sequencing, Routing

62) To measure the ________ of an ad after it has been aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference. A) sales effects B) profit effects C) communication effects D) reminder effects E) comparative effects

63) The consumer can obtain information from any of several sources. Which of the following is NOT one of these types of sources? A) personal B) commercial C) attitude D) public E) experiential

64) All of the following are benefits of standardized global advertising EXCEPT ________. A) lower advertising costs B) greater global advertising coordination C) higher appeal to varying demographics D) more consistent worldwide image E) greater consistency among international product Web sites

64) B-to-B e-procurement yields many benefits. These include all of the following EXCEPT ________. A) reduced transaction costs B) more efficient purchasing for both buyers and sellers C) elimination of inventory problems D) reduced order processing costs E) elimination of much of the paperwork associated with traditional ordering procedures

64) Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales? A) promotional products B) patronage rewards C) price packs D) samples E) rebates

65) Most international advertisers develop global ________ for the sake of efficiency, but they adapt their advertising ________ to make them responsive to local market needs and expectations. A) programs, strategies B) campaigns, objectives C) strategies, programs D) objectives, programs E) strategies, objectives

66) The leading barrier to expanding electronic links with customers and partners online is ________. A) cost B) lack of trained personnel C) concern over security D) lack of knowledge E) lack of evidence of efficiencies gained through e-procurement

68) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________. A) variety-reducing behavior B) alternative evaluation C) postpurchase behavior D) product expectations E) information searches

74) Total government spending is determined by ________ rather than by any ________ to develop this market. A) price; contracts B) elected officials; contracts C) elected officials; marketing effort D) marketing efforts; elected officials' effort E) product and service availability; marketing strategies

75) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. A) alternative evaluations B) dissonance-reducing buying behaviors C) product characteristics that influence rate of adoption D) individual differences in innovation E) postpurchase behaviors

75) The world's largest buyer of products and services is ________. A) the Department of Veteran Affairs B) the Chinese government C) the U.S. government D) the General Services Administration E) the Russian government

78) Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________ demand. A) fluctuating B) joint C) derived D) contrived E) leisure

78) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________. A) upper middle B) membership group C) opinion leader D) brand personality E) experiential source

80) Stahl, Inc. has 1,000 Type-A accounts, each requiring 28 calls per year, and 2,200 Type-B accounts, each requiring 15 calls per year. If each salesperson at Stahl, Inc. can make 1,500 sales calls per year, approximately how many salespeople will be needed? A) 31 B) 35 C) 41 D) 45 E) 48

80) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years. A) selective distortion B) subculture C) lifestyle D) personality E) life cycle

82) You regularly purchase cleaning supplies for your custodial staff, using the same vendor and ordering relatively consistent amounts of the same products with each purchase. This is an example of a ________ situation. A) modified rebuy B) new task C) straight rebuy D) solution selling E) value analysis

83) When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) technical expertise E) musical

84) Juana looked at her September issue of O magazine and did not see anything of interest. After her mother was diagnosed with bipolar disorder, she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The issue became quite interesting to Juana due to ________. A) subliminal messaging B) status factors C) selective attention D) shifting self-concept E) unconscious motivations

85) The sales force of Conway Pools has qualified a number of leads. Which of the following will most likely occur next? A) The outside sales force will call on all prospects. B) The outside sales force will close the deal with one of the prospects. C) The outside sales force will learn as much as possible about the prospects. D) The inside sales force will attend meetings with qualified prospects. E) The inside sales force will put together a presentation for the prospects

86) Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process. A) prospecting B) qualifying C) preapproach D) approach E) handling objections

86) P&G surveyed the market and identified an unserved segment of the electric toothbrush market. Using these results, P&G created Spinbrush. The unorthodox order of this marketing mix decision is an example of ________. A) competition-based pricing B) cost-plus pricing C) target costing D) value-based pricing E) penetration pricing

86) Which of the following is an example of user-generated content? A) Toyota's presence in online communities B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight

87) Which of the following is an example of a sales promotion? A) a news release encouraging voters to support a new bond issue for a local elementary school B) a staged dance routine promoting a new product in a busy public place C) a coupon for $5 off a visit to an amusement park D) a listing of all the television programs to be shown by Charter Cable the week of March 16 E) a plan to increase ice cream sales by adding two new flavors

88) By pledging to be a leader in providing clean, renewable energy sources and developing products and services that help consumers protect the environment, Green Mountain Power competes successfully against "cheaper" brands that focus on more price-sensitive consumers. Green Mountain Power has the firm belief that even kilowatt-hours can be ________. A) cost-plus priced B) represented by a demand curve C) differentiated D) value-based priced E) none of the above

88) Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars available. Pat is experiencing ________. A) postpurchase culture B) selective perception C) postpurchase dissonance D) purchase decision E) information evaluation

93) In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? A) buzz marketing B) corporate logos C) corporate identity materials D) product publicity E) public service materials

95) The sales force at Messimer Computing recently began telemarketing and Web selling. How will telemarketing and Web selling most likely benefit Messimer Computing? A) The inside sales force of Messimer will receive better compensation than the outside sales force. B) Messimer sales reps will need to spend more face-to-face time with large, high-value customers. C) Messimer sales reps will be able to service hard-to-reach customers more effectively. D) Messimer sales reps will be required to telecommute rather than work in a centrally located office. E) The outside sales force of Messimer will be freed up to work more with the marketing department.

96) In what type of buying situation would a seller most likely send only a catalog to the buyer during the proposal solicitation stage of the business buying process? A) new task B) modified rebuy C) straight rebuy D) solution selling E) independent task

13) What is a potential problem associated with comparative advertising? A) Consumers confuse the positive and negative aspects of the brands involved in the ad war. B) Competitors develop new and improved products in an attempt to win the advertising contest. C) Consumers are bombarded with competing ads, which cause them to leave the market completely. D) Competitors respond with their own ads, which often result in negative publicity for both brands. E) Consumers alternate between competing products and never develop brand loyalties.

16) In a typical organization, buying activity consists of two major parts: the buying ________ and the buying ________. A) committee; time B) time; reorder point C) economic order quantity; reorder point D) center; decision process E) deciders; influencers

17) What is one way that social class is NOT measured? A) occupation B) education C) income D) number of children in the family E) wealth

19) All of the following are problems associated with the poor selection of salespeople EXCEPT ________. A) lower sales B) costly turnover C) less productivity D) less office support E) disrupted customer relationships

2) As a purchasing agent, Benni Lopez buys goods and services for use in the production of products that are sold and supplied to others. Benni is involved in ________. A) consumer buying behavior B) postpurchase dissonance C) retail buyer behavior D) business buyer behavior E) interpretive business research

2) The consumer market is made up of which of the following? A) individuals who acquire goods or services for personal consumption B) households that purchase goods or services for personal consumption C) businesses that purchase goods and services D) A and B E) all of the above

22) The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________. A) customers' buying habits B) customers' buying motives C) the company's main competitors D) the company retirement benefits E) the company's organizational structure

24) A(n) ________ controls the flow of information to others in the buying center. A) user B) influencer C) buyer D) gatekeeper E) decider

28) Which of the following is NOT included in the decision-making unit of a buying organization? A) individuals who use the product or service B) individuals who influence the buying decision C) individuals who make the buying decision D) individuals who supply the product E) individuals who control buying information

30) Companies are always looking for ways to increase face-to-face selling time. All of the following are ways to accomplish this goal EXCEPT ________. A) using phones and video conferencing instead of traveling B) simplifying record keeping and other administrative tasks C) developing better sales-call and routing plans D) reducing the number of customers each sales rep must visit E) supplying more and better customer information

34) ________ refers to the unique psychological characteristics that distinguish a person or group. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. A) Alternative evaluation B) Belief C) Culture D) Personality E) Self-awareness

35) Which message execution style focuses on the company's skill and knowledge in making the product? A) endorsement B) scientific evidence C) slice of life D) technical expertise E) testimonial evidence

36) Policies, procedures, and systems are all examples of ________ influences on business buyer behavior. A) environmental B) authoritative C) interpersonal D) organizational E) cultural

37) Which of the following accurately describes a cultural difference international marketers should be aware of? A) Outside of English-speaking countries, most business leaders do not speak English. B) British businesspeople are accustomed to making more business deals over the telephone than in person. C) German people tend to be impressed by overstatement and showiness. D) Japanese people tend to put a high value on rank. E) French businesspeople are accustomed to building relationships between buyer and seller through quick and easy familiarity.

38) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) perception C) culture D) motive E) tradition

39) Which of the following is a reason why markup pricing is NOT practical? A) Sellers earn a fair return on their investment. B) By tying the price to cost, sellers simplify pricing. C) When all firms in the industry use this pricing method, prices tend to be similar. D) This method ignores demand. E) With a standard markup, consumers know when they are being overcharged

4) Of the following, the best starting point for understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior. A) belief B) subcultural C) generational D) stimulus-response E) societal

4) Reach, frequency, and impact are all ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations

4) Whom do members of a sales force typically represent? A) They represent the company to customers. B) They represent the company to investors. C) They represent the customer to the company. D) A and C E) all of the above

43) During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, a process known as ________. A) closing B) referring C) presenting D) qualifying E) approaching

44) All of the following are major steps in advertising media selection EXCEPT ________. A) deciding on reach, frequency, and impact B) choosing among major media types C) selecting specific media vehicles D) deciding on format elements E) choosing media timing

44) What is the LEAST pressing in Maslow's Hierarchy of Needs? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs

45) The salesperson meets the customer for the first time in the ________ step of the selling process. A) prospecting B) qualifying C) preapproach D) approach E) presentation

46) People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception

48) Of the following, which is most difficult for advertisers to measure? A) reach B) frequency C) click-through rates D) media engagement E) media impact

49) A buyer would be most likely to review trade directories in which stage of the business buying process? A) problem recognition B) general need description C) product specification D) supplier search E) supplier selection

50) In the generally accepted stages of the business buying process, the step following product specification is ________. A) proposal solicitation B) supplier search C) problem recognition D) general need description E) order-routine specification

51) In the generally accepted stages of the business buying process, the step following problem recognition is ________. A) proposal solicitation B) supplier search C) product value analysis D) general need description E) performance review

51) Learning occurs through the interplay of all of the following EXCEPT ________. A) drives B) stimuli C) cues D) dissonance behavior E) reinforcement

51) The step of ________ is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order. A) approaching the prospect B) making a presentation C) handling objections D) closing the sale E) following up

52) Salespeople should be trained to recognize ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms. A) qualifying B) approach C) objection D) closing E) follow-up

52) You are looking to advertise your new product, and you want good mass marketing coverage and low cost per exposure. You should choose ________ as your advertising media. A) newspaper B) radio C) outdoor D) television E) direct mail

55) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing. personal selling B) advertising, public relations C) narrowcasting, broadcasting D) broadcasting, narrowcasting E) public relations, advertising

56) A ________ is a short-term incentive used to encourage the immediate purchase of a product or service. A) sponsorship B) press release C) bonus D) sales promotion E) publicity stunt

58) The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT ________. A) consumers and large retailers becoming more deal oriented B) product managers facing pressure to increase current sales C) competing brands attempting to differentiate from each other D) declining advertising costs E) advertising efficiency on the decline because of media clutter

58) When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Maxim, the planner is evaluating the media vehicle's ________. A) audience engagement B) editorial quality C) market coverage D) audience quality E) cost per exposure

58) When consumers are highly involved with the purchase of an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will undertake ________. A) habitual buying behavior B) complex buying behavior C) reflective buying behavior D) dissonance-reducing buying behavior E) variety-seeking buying behavior

59) When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________. A) complex buying behavior B) dissonance-reducing buying behavior C) habitual buying behavior D) variety-seeking buying behavior E) brand conviction buying behavior

62) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. A) brand personality B) selective retention C) postpurchase behavior D) information search E) product adoption

63) One way to measure the ________ effects of advertising is to ________ past sales and past advertising expenditures. A) communication, average B) promotion, analyze C) communication, identify D) sales, compare E) sales, combine

64) The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer. A) commercial B) public C) experimental D) personal E) attitudinal

66) A ________ has the advertiser's name on it and is given as a gift to consumers. A) sample B) price pack C) cents-off deal D) promotional product E) sweepstake

68) If demand changes greatly with a small change in price, we say the demand is ________. A) variable B) inelastic C) value-based D) elastic E) fixed

68) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising

69) Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. A) direct marketing B) press relations C) press agencies D) public relations E) sales promotion

69) Marathons, concerts, and festivals with corporate sponsors are examples of ________. A) point-of-purchase promotions B) business promotions C) trade promotions D) event marketing E) personal selling

7) There are many sets of ________ purchases made for each set of ________ purchases. A) consumer; business B) tangible; intangible C) service; product D) business; consumer E) product; service

70) Buyers are less price sensitive in all of the following situations EXCEPT ________. A) when the product they are buying is unique B) when the product they are buying is high in quality C) when substitute products are hard to find D) when the total expenditure for a product is high relative to their income E) when the product is exclusive

71) When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. A) public affairs B) press relations C) investor relations D) development E) lobbying

72) All of the following are difficulties associated with selling to government buyers EXCEPT ________. A) considerable paperwork B) bureaucracy C) regulations D) low sales volume E) large group decision making Answer: D

72) Trade associations have used ________ to rebuild interest in declining commodities such as eggs, pork, and milk. A) lobbying B) development C) investor relations D) public relations E) niche marketing

74) Logos, uniforms, brochures, and company trucks are all examples of ________ that can be used to help a company create a visual image for the public. A) direct marketing B) social marketing C) public service activities D) corporate identity materials E) buzz marketing materials

75) Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment? A) Did the promotion run too long or too short? B) Did customers enjoy the events associated with the promotion? C) Did customers search the promotion's Web site for additional product information? D) Did the promotion increase purchases from current customers or attract new customers? E) Did the distribution of the promotional information match consumer expectations and needs?

76) Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats? A) build a company image B) encourage customers to switch brands C) correct false impressions D) maintain customer relationships E) change customer perceptions

78) Morrill Motors splits the United States into 10 sales regions. Within each of those regions, the company maintains two sales teamsone for existing customers and one for prospects. What type of sales force structure does Morrill Motors use? A) territorial B) product C) customer D) complex E) workload

78) Xbox 360 decides to add a free subscription to XBOX magazine with every game bought in an effort to differentiate its offering from PS3 games. This is an example of ________. A) good-value pricing B) add-on pricing C) product-support pricing D) value-added pricing E) cost-based pricing

79) J&M Manufacturing has 2,000 Type-A accounts, each requiring 35 calls per year, and 1,000 Type-B accounts, each requiring 15 calls per year. What is the sales force's workload? A) 15,000 calls B) 35,000 calls C) 70,000 calls D) 85,000 calls E) 95,000 calls

8) All of the following are considered advantages of a territorial sales force structure EXCEPT ________. A) travel expenses can be minimized B) each salesperson's job is clearly defined C) accountability is clearly defined for each salesperson D) salespeople develop in-depth knowledge of a product line E) salespeople have the opportunity and incentive to build strong relationships with customers

8) Which of the following is an objective of informative advertising? A) build brand preference B) change customer perceptions of brand value C) encourage customers to switch brands D) suggest new uses for a product E) keep brand in customer minds during off-seasons

15) A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________. A) answering customer's questions when a salesperson is unavailable B) providing administrative backup C) confirming appointments D) following up on deliveries E) determining price points

81) According to one analyst, a Harley-Davidson motorcycle can make you feel like "the toughest, baddest guy on the block." Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a(n) ________. A) attitude B) life-cycle stage C) brand motivation D) brand personality E) brand self-image

85) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. A) subliminal attention B) selective attitude C) selective interpretation D) selective attention E) perceptual defense

85) Don Brady is responsible for obtaining price quotations from various vendors. After reviewing them, Don then determines whether or not to include the vendor on the approved vendor list. Don apparently plays two roles, that of ________ and ________. A) user; buyer B) buyer; influencer C) buyer; gatekeeper D) decider; buyer E) gatekeeper; influencer

86) One of Dr. Albrecht's dental assistants told the dentist he should buy a machine that would sterilize his tools without using any water because water tends to cause the tools to rust or corrode over time. In terms of the buying center, the dental assistant had the role of ________. A) initiator B) buyer C) gatekeeper D) influencer E) liaison

87) PoolPak produces climate-control systems for large swimming pools. The company's customers are more concerned about service support for maintaining a system than its initial price. PoolPak may use this knowledge to become more competitive through ________. A) target costing B) value pricing C) cost-plus pricing D) a nonprice position E) skimming pricing

9) Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C

90) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she does a lot of brand switching. Carrie exhibits ________. A) dissonance-reducing buying behavior B) complex buying behavior C) habitual buying behavior D) variety-seeking buying behavior E) brand familiarity buying behavior

90) Companies are fortunate to have demand that is more ________ because they may be able to set higher prices. A) elastic B) external C) internal D) inelastic E) fixed

97) Which of the following would a marketer be LEAST likely to do to encourage habitual buying behavior? A) dominate shelf space B) run frequent reminder advertising C) keep shelves fully stocked D) stress several key points in ad copy E) focus on visual imagery and symbols in ad campaigns Answer: D

98) In this scenario, which of the following had the greatest influence on the business buying behavior at A-1 Stampings? A) regulatory developments B) organizational structure C) shifting authority D) technological changes E) individuals' risk attitudes

99) Second Avenue has just developed a 30-second radio ad that features three different shoppers enthusiastically recommending the store and its products. This ad uses the ________ execution style. A) slice of life B) lifestyle C) personality symbol D) endorsement E) image

16) All of the following require high advertising budgets EXCEPT ________. A) products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brands

21) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. A) indirect marketing B) competitive parity C) humor in advertisements D) branded entertainment E) media planning

100) The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner will set up collection barrels outside Second Avenue. Which of the following public relations tools is the owner using? A) press relations B) product publicity C) lobbying D) development E) public affairs

13) The owners of the company you work for have developed a core network of suppliers they are working closely with to ensure an appropriate and dependable supply of products. This is an example of ________ management. A) value chain B) network relationship C) channel captain D) core channel E) supplier development

22) To be successful, an advertisement must ________. A) guarantee the highest quality product B) offer the highest quality service C) reach consumers frequently D) promise the lowest market price E) gain the attention of consumers

23) Which of the following is a primary reason that companies use e-learning to conduct sales training programs? A) Customer needs and habits are easily conveyed through e-learning. B) Customers appreciate the flexibility of e-learning. C) E-learning allows for more employee feedback. D) E-learning is the best way to simulate sales calls. E) E-learning cuts training costs.

27) Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ________. A) advertising B) sponsorship C) consumer-generated messages D) sales promotion E) product placement

29) Which of the following statements about buying centers is true? A) The buying center is like a standing committee. B) The buying center roles are specified on the organizational chart. C) The typical buying center has five employees, one to assume each of the buying center's roles. D) An individual's role in the buying center does not change. E) The buying center may involve informal participants who are not obvious to sellers

32) Buyers are heavily influenced by the current and expected economic environment. That includes which of the following buyer influences? A) level of primary demand B) economic outlook C) the cost of money D) A and B only E) all of the above

34) The major influences on the buying process at General Aeronautics include company policies and systems, technological change, and economic developments. The types of influences on the buying process in this scenario are most accurately categorized as ________ and ________. A) individual; environmental B) organizational; interpersonal C) individual; organizational D) environmental; interpersonal E) organizational; environmental

34) Which of the following is a risk a company takes when building a strategy around the experience curve? A) Competitors will likely not be able to meet the company's price cuts. B) Existing technologies are likely to become more expensive as the company expands. C) The method does not take competitors' prices into account. D) The method may cause consumers to become frustrated with changing prices. E) Aggressive pricing may give the product a cheap image, causing customers to lose interest.

38) Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force? A) Is the sales force meeting its profit objectives? B) Is the sales force working well with the marketing team? C) Are sales force costs in line with sales force outcomes? D) Is the sales force accomplishing its customer relationship objectives? E) Does the sales force complete its sales reports and expense reports in a timely manner?

43) How can consumer-generated ads benefit companies and their products? A) Consumers trust the opinions of people similar to themselves. B) Viewers find user-generated advertisements more humorous than professional ads. C) Consumer criticism of a competitor's product is believable and valuable. D) Viewers enjoy participating in product contests and being in commercials. E) Consumers become engaged in the product and consider its value in their lives.

47) During which stage of the business buying process is a buyer most likely to conduct a value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensively? A) proposal solicitation B) general need description C) order-routine specification D) performance review E) product specification

47) Which of the following statements about break-even analysis is true? A) It is used to determine how much production experience a company must have to achieve desired efficiencies. B) It is a technique used to calculate fixed costs. C) It determines the amount of retained earnings a company will have during an accounting period. D) It is a technique marketers use to examine the relationship between supply and demand. E) It is calculated using variable costs, the unit price, and fixed costs

49) Which of the following involves setting prices based on competitors' strategies, costs, prices, and market offerings? A) target return pricing B) good-value pricing C) added-value pricing D) market-based pricing E) competition-based pricing

53) Which of the following is NOT a closing technique? A) asking for the order B) reviewing points of agreement C) offering to help write up the order D) explaining that the buyer will lose out if the order isn't placed now E) asking the buyer to clarify any objections

53) Which of the following statements about the supplier selection stage of the business buying decision process is true? A) Price is the only factor businesses consider before making a purchase decision. B) Even companies that have adopted a total quality management approach consider price to be the most important factor in choosing a supplier. C) Price and warranty are the only two factors businesses consider before making a purchase decision. D) Buyers do not negotiate for better terms before making a final supplier selection. E) Before selecting a supplier, many companies consider the supplier's reputation for ethical corporate behavior and honest communication.

58) In industries in which pricing is a key factor, ________ often set the best prices or help others in setting them. A) sales managers B) salespeople C) production managers D) finance managers E) pricing departments

59) Instead of focusing on individual purchases, a seller should focus on managing the ________. A) buyer's reputation in the marketplace B) organizational environment C) use of blanket contracts D) order-routine specifications E) total customer relationship

63) The Bentley department store chain makes extensive use of e-procurement. As a buyer, the store should expect to enjoy all of these benefits of e-procurement EXCEPT ________. A) greater access to new suppliers B) lower purchasing costs C) hastened order processing and delivery D) reduced payroll E) more time for purchasing agents to focus on strategic issues

68) Which of the following statements about e-procurement security issues is true? A) There are no security risks for companies doing business on the Internet. B) Firewalls provide adequate security for all Internet exchanges. C) Hackers are not interested in many business-to-business transactions. D) Extranet users and Internet users face the same security risks and use the same security tools. E) Providing e-procurement security can involve a substantial financial investment from a company.

76) Ultra-Tech, Inc. has decided to switch to a customer sales force structure. Which of the following advantages is the company now LEAST likely to enjoy? A) The company can become more customer-focused. B) The company can better serve different industries. C) The company can build closer relationships with important customers. D) The company can better serve current customers and find new customers. E) The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.

81) East Bay Communications has increased its inside sales force. This will help East Bay in all EXCEPT which one of the following ways? A) East Bay salespeople will have more time to sell to major accounts. B) East Bay salespeople will have more time to find major new prospects. C) East Bay salespeople will have more time to provide after-the-sale customer service. D) East Bay customers will have questions answered in a timely manner. E) East Bay customers will have full access to sales automation technology.

81) General Motors prices its automobiles to achieve a 15 to 20 percent profit on its investment. This approach is called ________. A) value-based pricing B) going-rate pricing C) cost-plus pricing D) low-price image E) target-return pricing

82) You are applying for a position with the inside sales force at Carson Medical Sales. If you earn the job, you will most likely be expected to perform all of the following tasks EXCEPT ________. A) confirm appointments for outside salespeople B) use the Internet to qualify prospects C) use the telephone to find new leads D) follow up on product deliveries E) travel to visit customers

84) The EPA has mandated that, in order to reduce local pollution, your printing plant switch from oil-based to water-based inks. This will require entirely new printing presses and a new printing plate technology. After carefully searching through numerous manufacturers' equipment descriptions and gathering opinions from all relevant parties related to the work, your printing plant's buying center will be ready to make this ________ purchase. A) modified rebuy B) new task C) straight rebuy D) straight task E) situational analysis

84) When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) musical E) technical expertise

88) A trucking company is considering purchasing new trucks that are powered by ethanol instead of diesel fuel. In terms of the buying center, the truck drivers who must make sure that the trucks do not run out of fuel are the ________. A) initiators B) deciders C) buyers D) influencers E) users

89) Monty Boyd travels frequently on West Coast Airlines for his job as an account manager. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following? A) publicity B) POP reward C) premium reward D) sweepstakes program E) frequency marketing program

90) ABC Advertising Agency was recently hired to create an advertising campaign for a local water park. Since the park is only open during the spring and summer months, ________ plays a major role in the firm's decision about scheduling advertisements. A) media vehicles B) continuity C) audience quality D) audience engagement E) media timing

90) Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a(n) ________. A) advertising specialty B) premium pack C) sweepstakes D) price pack E) rebate

91) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process? A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) postpurchase behavior

92) Kirk Wilkins renewed his cell phone contract with Zip Wireless and purchased a new cell phone through the Zip Web site. If Kirk mails Zip his phone receipt, proof of purchase, and a completed form, he will receive $50 in the mail. What type of sales promotion is being used by Zip? A) point of purchase B) advertising specialty C) premium D) price pack E) rebate

92) The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign? A) influence government regulations on pork B) gain financial support for pork producers C) create newsworthy information about pork D) maintain relationships with pork producers E) build up a positive image for pork

97) At Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business. Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives? A) straight salary B) straight commission C) salary plus bonus for new accounts D) commission plus bonus for new accounts E) salary plus commission plus bonus for new accounts

MKT101

Kaugnay na mga set ng pag-aaral

Interpersonal Communication

Exam 1 Child Psych

Unit 5, Radicals

Chapter 13

Insulin Administration

Chapter Three- Project Management Processes

ATI Maternal Newborn

Mgmt 493 Chapter 9

Health Assessment Ch. 1

science exam 3/26/17

Chp 5: Invasion of Privacy

Chapter 14: Global Climate Change

Practice Quiz

VTPB 405 Ch.9 Final Review

CompTIA Network+ Exam N10-008 - Lesson 4: Troubleshooting Ethernet Networks

Chapter 1 powerpoint review

Unit 6 - Chapter 22

chapter 10 exam

Paramedic final part 1.

Chapter 15 Learning Curve