Previous Quizzes

Unlike product, promotion, or place, price is the only part of the marketing mix A. that generates revenue B. that is subject to gray market manipulation C. that leads to competition D. that is deterred by the consumer

A. that generates revenue

All of the following are included in the four product life cycle stages except A. introduction B. stagnation C. maturity D. growth E. decline

B. stagnation

When Delta increases its average fares, American Airlines and United often follow with similar increases. This is an example of A. adding value B. status quo pricing C. customer orientation D. competitor orientation

B. status quo pricing

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand A. establishes novelty B. is the only one the consumer will consider C. reduces delivery costs D. facilitates purchasing E. creates brand dilution

D. facilitates purchasing

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

D. implement marketing mix and resources

If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where expert sales associates can assist customers with their selections, you'd most likely choose a(n) A. category specialist B. department store C. extreme value retailer D. specially store

D. specially store

Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's A. strengths and weaknesses B. sales history and profit margins C. pension and retirement plans D. product specifications E. opportunities and threats

E. opportunities and threats

Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line. A. brand equity B. product line breadth C. product line depth D. product mix depth E. product mix breadth

C. product line depth

The complete set of all products offered by a firm is called its A. product line B. product categories C. product mix D. product breadth E. product line depth

C. product mix

When marketers say that services are ________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can. A. intangible B. inseparable C. heterogenous D. perishable E. replenishable

A. intangible

Which of the following is least likely to provide a sustainable competitive advantage? A. lowering prices B. having a well-known brand name C. achieving high levels of customer satisfaction D. using patented technology E. creating an efficient supply chain

A. lowering prices

The __________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you" A. mission statement B. market analysis C. company description D. financial plan E. executive summary

A. mission statement

____________ is communication by a marketer that informs, persuades, and reminds potential buyers about a product or service so as to influence their opinions and elicit a response. A. pricing B. promotion C. placement D. a relational orientation E. value cocreation

B. promotion

Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers. Kristina realizes there are multiple lines of swimwear out there and hers will need to be unique. For Kristina, which important question should she be asking at this point? A. what retailers should be used to sell the swimwear? B. will this swimwear line satisfy an unmet need? C. what wholesale price should be charged? D. what promotional plan will work best? E. in which season should we introduce the product?

B. will this swimwear line satisfy an unmet need?

The local homeless shelter is expecting to host its largest Thanksgiving dinner this year and has doubled its order for fresh, whole grain bread from the bakery that always supplies it. The bakery has run low on whole grain flour, however, so places a rush order with its main supplier. For the homeless shelter, the buying situation is a(n) _______ and for the bakery it is a(n) ______. A. new buy; modified rebuy B. modified rebuy; new buy C. modified rebuy; straight rebuy D. adjusted rebuy; straight rebuy E. modified rebuy; adapted buy

C. modified rebuy; straight rebuy

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

C. performance

Andy likes gourmet popcorn, and will spend time trying to find his favorite brand. His brother, Joaquin, loves popcorn but doesn't care about brands. For Andy, popcorn is a __________ good while for Joaquin it is a __________ good. A. convenience; shopping B. shopping; specialty C. specialty; convenience D. unique; universal

C. specialty; convenience

The consumer decision process model represents A. the concept of habitual decision making B. the retrieval of an evoked set based on physiological needs C. the steps that consumers go through before, during, and after making purchases D. the shift from an internal to an external locus of control E. the types of decisions all consumers must make

C. the steps that consumers go through before, during, and after making purchases

Although the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company continued to be a major donor to Houston area charities. Enron had unethical business practices, A. but practiced marketing ethics B. and falsified the company's finances through charitable donations C. but created a local ethical business climate D. but demonstrated corporate social responsibility E. and manipulated the public sentiment for its own benefit

D. but demonstrated corporate social responsibility

In most large organizations, several people are responsible for making a purchase decision. This group is called the A. supply chain B. reselling team C. decider group D. buying center E. expediters

D. buying center

When considering global marketing opportunities in Bangladesh, Tom asked the question, "How will we get it there?" Tom is concerned about ___________ capabilities in Bangladesh A. production capacity B. pricing C. advertising D. infrastructure E. cultural

D. infrastructure

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions. A. assurance B. responsiveness C. reliability D. tangibles

D. tangibles

Because a market is saturated, firms may attempt to enter new geographical markets that may be less saturated. For example, pharmaceutical companies are realizing that they need to turn to ________ for continued growth in the coming years. A. BRIC countries B. third-world countries C. communist countries D. Germany E. France

A. BRIC countries

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from A. an external source B. an internal locus of control C. a reference source D. an internal source E. a situational factor group

A. an external source

David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a(n) ________ gap. A. communications B. standards C. delivery D. knowledge

A. communications

For a brand name to be effective, it needs to be A. easy for consumers to recognize and remember. B. a catchy, tongue-twisting phrase. C. a visual image containing human characters. D. generic, so it can be applied to as many products as possible. E. associated with a sports or movie superstar.

A. easy for consumers to recognize and remember.

For many years, Southwest Airlines distinguished itself as the low-cost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now, all airlines have online ticketing. These examples suggest that A. no single strategy is likely to be sufficient to build a sustainable competitive advantage B. a situation analysis does not accurately predict a firm's strengths C. customer excellence cannot be achieved D. product excellence is the only true source of a sustainable competitive advantage E. innovation is pointless because competitors will develop copycat offerings

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

___________ represents all the activities necessary to get the product to the right customer when that customer wants it. A. place B. promotion C. social media D. value cocreation E. supply chain marketing

A. place

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

A. production-oriented

How has the population shift from rural to urban areas in India impacted the supply chain? A. It has decreased the supply chain's carbon footprint and reduced pollution throughout B. It has reduced the number of hands that products must pass through to reach the rural populations C. It has increased the human development index D. It has increased the competition for intellectual capital E. It has increased nonmaterial GDP output

B. It has reduced the number of hands that products must pass through to reach the rural populations

Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should A. treat all members of the buying center as equally important B. address the concerns of all buying center members but understand there is just one decision maker C. focus on providing information to and making the sales approach to the one decision maker D. attempt to facilitate the collective agreement of all members of the buying center E. focus attention on the gatekeeper in the buying center's team

B. address the concerns of all buying center members but understand there is just one decision maker

The shared meanings, beliefs, morals, values, and customs of a group of people constitute their A. social concerns B. culture C. demographics D. generational cohorts E. religion

B. culture

If you all into a(n) ________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything organized into distinct departments for displaying merchandise A. discount store B. department store C. specialty store D. off-price retailer

B. department store

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by A. searching a company's website B. examining personal memories and knowledge C. reading consumer reviews D. consulting close friends and families E. analyzing brand advertising

B. examining personal memories and knowledge

The Service Gaps Model is designed to highlight those areas where A. service providers provide the best possible service B. manufacturers are cutting corners on product quality C. customers believe they are getting less or poorer service than they should D. service providers know more than their customers E. delivered service exceeds expected service

C. customers believe they are getting less or poorer service than they should

Changes in tariffs and quotas are A. business actions stimulating imports. B. corporate strategies designed to maximize profits. C. government actions that reduce competition from international firms. D. efforts to stimulate choices among government agencies. E. a means of slowing outsourcing.

C. government actions that reduce competition from international firms.

Hospitals, schools, and religious organizations are examples of ________ buyers. A. manufacturing B. retail C. institutional D. factory agent E. reseller

C. institutional

As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including A. its competition B. the economy C. its strengths and weaknesses D. demographics E. any opportunities and threats

C. its strengths and weaknesses

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

C. long-term relationships

Brian is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brian is addressing which core marketing aspect? A. developing a promotional plan B. managing the exchange function of marketing C. making a product decision D. deciding where and how to sell the product E. pricing the product

C. making a product decision

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or have newly arrived. Frank also helps Kim make appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business department buying center. A. buyer B. initiator C. influencer D. user E. gatekeeper

E. gatekeeper

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

D. a sustainable competitive advantage

During this stage of the product life cycle, profits rise rapidly, along with sales, and most adopters are characterized as early or early majority adopters A. innovation B. introduction C. maturity D. early maturity E. growth

E. growth