MKT 3050 Quiz Questions Chapters 1-14
(Chapter 13) Which of the following statements is true of a product sales-force structure? Select one: A product sales-force structure is characterized by specialization along product lines. A product sales-force structure is used when a company has only one product line. A product sales-force structure requires every salesperson to be an expert in all the product categories of the company. A product sales-force structure organizes the sales force along customer or industry lines. A product sales-force structure uses a single sales force across different product lines
A product sales-force structure is characterized by specialization along product lines.
(Chapter 12) Which of the following is most likely a difference between advertising and sales promotion? Select one: Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. Advertising can trigger quick sales, while sales promotions cannot. Advertising is not as effective in building long-term brand preferences as sales promotions.
Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived.
(Chapter 3) Secure is a financial services and insurance company. The company's most profitable division is one that sells the Secure Future Plan. The Secure Future Plan targets customers who are entering retirement and want long-term savings so they can remain financially independent in the later years of their life. The marketing team at Secure has most likely targeted the plan at ________. Select one: Millennials Baby Boomers Gen X ers Gen Z the lost generation
Baby Boomers
(Chapter 3) Which of the following generational groups account for only a third of the U.S. population yet accounts for half of all consumer spending? Select one: Millennials Generation X Generation Z Baby Boomers the Lost Generation
Baby Boomers
(Chapter 3) Which of the following is most likely true about business legislation? Select one: Business laws are enforced only in international markets and not in local markets. Business laws fail to prevent unfair competition among the different companies in a market and tend to encourage monopolies. Business laws usually remain constant over time. Local, national, and state business laws rarely overlap with one another. Business laws that are enforced by government agencies have a major impact on a company's marketing performance.
Business laws that are enforced by government agencies have a major impact on a company's marketing performance.
(Chapter 4) A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively? Select one: online market research tools integrated marketing systems CRM systems internal survey methods quality assurance tools
CRM systems
(Chapter 10) Which of the following is true of logistics? Select one: Companies can gain a powerful competitive advantage by using improved logistics to enhance customer service or lower prices. The cost savings to a company and its customers due to improved logistics is typically nominal. Less than 5 percent of an average product's price is accounted for by shipping and transport. The cost of logistics is considerably less than advertising. Shaving off a small fraction of logistics costs has very little impact on savings.
Companies can gain a powerful competitive advantage by using improved logistics to enhance customer service or lower prices.
(Chapter 4) Which of the following is true of focus group discussions? Select one: They usually employ large samples. Consumers' facial expressions are hidden. Results can be easily generalized to an entire population. The quantitative data can be evaluated quickly and economically. Consumers are not always honest and open about their opinions.
Consumers are not always honest and open about their opinions.
(Chapter 12) Which of the following is an effect of the advancement of technology on marketing? Select one: Fragmented markets have assimilated into a few mass markets. Marketers go through more intermediaries to connect with consumers. Consumers rely less on marketer-supplied information than in the past. Marketers have increasingly moved toward mass-marketing techniques. Marketers tend to supply less information to consumers than in the past.
Consumers rely less on marketer-supplied information than in the past.
(Chapter 9) ________ pricing involves setting prices based on the expenses involved in producing, distributing, and selling a product plus a fair rate of return for a company's effort and risk. Select one: Competition-based Value-added Cost-based Good-value Demand-based
Cost-based
(Chapter 3) ________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Select one: Socio- Anthropology Demography Behavioral ecology Environmental studies Political science
Demography
(Chapter 13) A compensation plan with a larger base-salary component and a smaller commission component is most effective for driving salespersons to acquire new businesses. Select one: True False
False
(Chapter 2) In the 4Ps of the marketing mix, promotion refers solely to advertising. Select one: True False
False
(Chapter 7) Line extensions occur when a company extends existing brand names to new or modified products in a new category. Select one: True False
False
(Chapter 9) There is no true substitute for coffee. If the price goes from $8 to $12 for a package of k-cups due to a coffee bean shortage, demand will remain relatively unchanged. This is an example of demand elasticity. Select one: True False
False
(Chapter 10) ________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of the producer's merchandise. Select one: Horizontal price fixing Horizontal integration Full-line forcing Direct marketing Disintermediation
Full-line forcing
(Chapter 1) Which of the following is an example of consumer-generated marketing? Select one: Cristal, a jewelry store, uses its page on Facebook to provide information about its upcoming products to its customers. Figa, a leading provider of athletic shoes, helps its customers customize their shoes on its Web site and choose personalized settings. Fun & Run, a local amusement park, promotes its services by allowing consumers to upload videos and write reviews about the park. Barton's, a local pet supply store, rewards frequent buyers with vouchers and exclusive offers. Energix, a manufacturer of soft drinks, attracts customers through televised advertisements.
Fun & Run, a local amusement park, promotes its services by allowing consumers to upload videos and write reviews about the park.
(Chapter 4) Which of the following is true of a good marketing information system? Select one: It focuses solely on maximizing the amount of data generated irrespective of relevance. It typically uses only external sources of data in marketing research. It balances the information that a firm would like to have against what they really need. It develops a way of offering information about future plans of action that might not be very feasible or cost-effective It eliminates the time-consuming task of assessing the information needs of a firm.
It balances the information that a firm would like to have against what they really need.
(Chapter 13) Which of the following statements is most likely true of team selling? Select one: It is used most often when the group of target customers is small and homogeneous. It consists of experts from a single area of the selling firm such as marketing or finance. It can unearth problems and provide solutions that no individual salesperson could. It is most often implemented when products are simple and distribution costs are low. It simplifies the process of evaluating the individual contributions of sales team members.
It can unearth problems and provide solutions that no individual salesperson could.
(Chapter 9) Which of the following statements about break-even analysis is most likely true? Select one: It determines how customer-perceived value changes with value-added pricing. It is a tool used to calculate fixed costs. It is used to determine the maximum price that can be set on a product. It is a tool marketers use to examine the relationship between supply and demand. It fails to consider customer value and the relationship between price and demand.
It fails to consider customer value and the relationship between price and demand.
(Chapter 9) Which of the following statements about break-even analysis is most likely true? Select one: It determines how customer-perceived value changes with value-added pricing. It is a tool used to calculate fixed costs. It is used to determine the maximum price that can be set on a product. It is a tool marketers use to examine the relationship between supply and demand. It fails to consider customer value and the relationship between price and demand.
It fails to consider customer value and the relationship between price and demand.
(Chapter 12) Which of the following is the most compelling disadvantage of using a magazine as an advertising medium? Select one: It has a poor pass-along readership. It involves high costs. It has low geographic selectivity. It has low credibility and image. It consists of low-quality reproduction.
It involves high costs.
(Chapter 12) Which of the following is a shortcoming of advertising? Select one: It does not allow dramatization of the brand or company. It only provides one-way communication with customers. It can be too customized and only attracts small, niche markets. It reaches targeted customers too slowly in most cases. It is the most costly promotion tool for companies.
It only provides one-way communication with customers.
(Chapter 4) Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of 30 respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow? Select one: It should market the product as planned with the promotional line of "nine times smoother." It should modify the results of the study to depict a strong correlation. It should report the result as it is, or improve the product to match its claim. It can continue to claim a high correlation and add a tag line saying "results may vary."
It should report the result as it is, or improve the product to match its claim.
(Chapter 10) Which of the following is true of an intensive distribution strategy? Select one: It gives sole rights to select dealers in a given area. It strives to make products available where and when consumers want them. Compared with other distribution strategies, it uses the least number of intermediaries to sell products. Compared with other distribution strategies, it provides the best support for dealers of luxury products. It discards traditional intermediaries and uses direct marketing to reach customers.
It strives to make products available where and when consumers want them.
(Chapter 14) Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying? Select one: Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores. Sharie's boutique issues mobile coupons to existing customers. Java Lava sends a special e-mail to customers that displays fireworks when it's opened to celebrate the store's 1-year anniversary. Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences. The Music Store launches an app that plays 10 seconds of a new song every time users access it.
Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.
(Chapter 4) Which of the following statements about international marketing research is true? Select one: International marketing research has declined over the past decade due to global economic decline. Conducting personal interviews in developing countries is generally less difficult and less expensive than doing so in developed nations. International researchers follow a different set of steps in marketing research than domestic researchers. Language translation in international marketing research typically increases costs and raises the risk of errors. International researchers benefit from useful secondary data that is available online, so primary data is typically unnecessary.
Language translation in international marketing research typically increases costs and raises the risk of errors.
(Chapter 6) Stores offering low-quality alternatives to luxury products at low prices most likely follow a __________ positioning strategy More for the same More for less Same for less Less for much less More for more
Less for much less
(Chapter 2) Which of the following best describes market segmentation? Select one: Market divesting Market diversification Market targeting Market mixing Market positioning
Market targeting
(Chapter 14) Which of the following is a primary disadvantage of viral marketing? Select one: The costs of viral marketing are generally too high for most companies. The brand associated with the viral message is usually forgotten Marketers have little control over who receives a viral message. Viral messages are less likely to be viewed than other types of online promotions. Viral messages are blocked by most search engines.
Marketers have little control over who receives a viral message.
(Chapter 7) Which of the following statements is most true about unsought products? Select one: Unsought products are consumer products and services that customers buy frequently. Marketers use aggressive advertising to convince consumers to buy unsought products. Unsought products are typically purchased for further processing by industrial manufacturers. Compared to convenience products, unsought products are purchased more frequently. Unsought products offer many unique characteristics to status-conscious consumers.
Marketers use aggressive advertising to convince consumers to buy unsought products.
(Chapter 4) Which of the following statements regarding marketing intelligence is true? Select one: Marketing intelligence typically involves sensitive and confidential information kept out of the public domain. The advantage of using competitive intelligence is negligible as it is based only on internal sources of data. All marketing intelligence inputs are available at no cost to any potential users. Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information. Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors.
Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information.
(Chapter 6) Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices More for the same More for less Same for less Less for much less More for more
More for less
(Chapter 2) Managing the marketing function begins with a complete analysis of the company's situation. A thorough ________ is typically undertaken to guide decision making. Select one: situation analysis internal assessment industry overview SWOT analysis
SWOT analysis
(Chapter 7) Which of the following is most likely a true statement about services? Select one: Services can be stored for later sale or use. Service quality is not dependent on the provider. Services can be easily separated from their providers. Service industries vary greatly. Demand fluctuation has little to no impact on service providers.
Service industries vary greatly.
(Chapter 5) Which of the following is a social factor that influences consumer buying behavior? Select one: Members of a social class vary drastically in their values, interests, and behaviors. In the United States, the lines between social classes are fixed and rigid. Social classes show distinct product preferences in areas such as clothing. Wealth is a more important variable than education in measuring social class. Consumers of the same age belong to the same social class.
Social classes show distinct product preferences in areas such as clothing.
(Chapter 14) Which aspect of niche online social networks makes the medium most appealing to marketers? Select one: Social media are targeted and personal. Social media campaign results are easily measured. Social networks are largely marketer controlled. Social media allow marketers to engage in multichannel sales. Social media campaigns are simply implemented and rarely backfire.
Social media are targeted and personal.
(Chapter 14) Which of the following is most likely an advantage of social media marketing? Select one: Social media are targeted and personal. Social media campaign results are easily measured. Social networks are largely marketer controlled. Social media allow marketers to engage in multichannel sales. Social media campaigns are simply implemented and rarely backfire.
Social media are targeted and personal.
(Chapter 12) Which statement is most likely true about the affordable method of setting an advertising budget? Select one: Spending on advertising is calculated based on the financial objectives a company wishes to accomplish. Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues. Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year. Spending on advertising is calculated as a percentage of the unit sales price. Spending on advertising is based on a competitor's advertising outlays.
Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
(Chapter 10) Which of the following is a difference between storage warehouses and distribution centers? Select one: Storage warehouses are used to store agricultural products, while distribution centers are used to store nonagricultural products. Storage warehouses store goods for moderate to long periods, while distribution centers are used to move goods rather than just store them. Storage warehouses are always owned by a producer, while distribution centers are rented. Storage warehouses are more likely to use newer, computer-controlled systems, while distribution centers generally use outdated materials-handling methods. Storage warehouses are exclusively used by government agencies, while distribution centers are exclusively used by private businesses.
Storage warehouses store goods for moderate to long periods, while distribution centers are used to move goods rather than just store them.
(Chapter 4) ________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior. Select one: Observational research Archival research Survey research Experimental research Causal research
Survey research
(Chapter 13) ________ use the phone, Internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly. Select one: Outside salespeople Sales managers Sales assistants Technical sales-support people Telemarketers and online / inside salespeople
Telemarketers and online / inside salespeople
(Chapter 2) Omni Healthcare's analgesic drug Cetaprin has a 40% share in the analgesics market in the country of Terrania. Its closest competitor, Febex, has a 25% share in the market, while four other analgesic brands split the remainder. Which statement indicates that Cetaprin is a cash cow according to the BCG matrix? Select one: Omni Healthcare often takes money from other strategic business units to support Cetaprin. A customer survey shows that Cetaprin users do not prefer it to other analgesics in the market. The demand for analgesic drugs in the Terrania market is expected to remain stable. Febex is rapidly gaining market share over Cetaprin due to aggressive marketing efforts. The Terrania market for healthcare products is expanding rapidly.
The demand for analgesic drugs in the Terrania market is expected to remain stable.
(Chapter 1) Which of the following is a difference between the marketing concept and the selling concept? Select one: The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products. The marketing concept focuses on customer conquest, whereas the selling concept focuses on targeting the right customers. The marketing concept takes an inside-out perspective, whereas the selling concept takes an outside-in perspective. The marketing concept is product-centered, whereas the selling concept is production-centered. The marketing concept focuses on short-term sales, whereas the selling concept strives to build long-term customer relationships.
The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products.
(Chapter 13) Which of the following is most likely true of a sales force? Select one: The performance difference between an average salesperson and a top salesperson is generally substantial. The cost of replacing a salesperson is usually low because minimal training is necessary. A sales force with many new people is typically more productive than one whose members have been around for a long time. Individuals within a sales force generally perform at the same level of efficiency. On-site sales training is more efficient and less costly than e-learning programs.
The performance difference between an average salesperson and a top salesperson is generally substantial.
(Chapter 10) Which of the following is an advantage of exclusive dealing between a seller and a dealer? Select one: The seller gains more shelf power compared to competitors' products. The seller can avoid using any intermediary and sell the product directly to customers Customers get more loyal and dependable outlets. The seller's distinctive position is reinforced through customer service and the dealer obtains steady support from the seller. The dealer can freely choose what products to sell without any interference from the seller.
The seller's distinctive position is reinforced through customer service and the dealer obtains steady support from the seller.
(Chapter 4) Which of the following is an advantage of primary data? Select one: They are less expensive to obtain than secondary data. They can be obtained more quickly than secondary data. They can be accessed from existing information. They are more relevant than secondary data. They are more reflective of past problems.
They are more relevant than secondary data.
(Chapter 13) Which of the following is most likely true about a sales force in the field? Select one: They build relationships with customers through face-to-face collaboration. They make most sales from their offices via media interactions. They provide administrative backup for outside salespeople. They rely on telemarketing efforts to gain leads and clients. They are prohibited to sell or service accounts directly.
They build relationships with customers through face-to-face collaboration.
(Chapter 3) Which of the following is most likely true about companies that take a proactive stance toward the marketing environment? Select one: They develop strategies to change the marketing environment. They believe that marketing strategies are bound by the current environment They passively accept the marketing environment in its current state. They view the marketing environment as an uncontrollable element. They design strategies according to environmental forces in the market.
They develop strategies to change the marketing environment.
(Chapter 13) Which of the following statements is true of consumer promotions? Select one: Their primary objective is to persuade resellers to carry a brand. They include a wide range of tools like samples, coupons, and refunds. They almost always include the use of display allowances. They are primarily used to generate business leads and reward customers. They include the use of conventions and trade shows.
They include a wide range of tools like samples, coupons, and refunds.
(Chapter 13) Which of the following statements is true of salespeople? Select one: They do not work with wholesalers and retailers. They are employed mostly in click-only companies. They do not represent the customers to the company. They represent a company to its customers by communicating and selling. They represent a new class of professionals who have emerged as part of the steep rise in retailing.
They represent a company to its customers by communicating and selling.
(Chapter 9) How do firms that use captive-product pricing make up for the low prices of their main products? Select one: They reduce the cost of the captive products. They provide the captive products as freebies. They set high markups on the captive products. They increase the price of the main products. They offer the captive products and main products together at a reasonable price.
They set high markups on the captive products.
(Chapter 3) Which of the following is most likely a characteristic of firms that adopt a reactive approach toward the marketing environment? Select one: They develop strategies to change the marketing environment. They take advantage of the opportunities provided by the environment. They take aggressive actions to affect the marketing environment. They view the marketing environment as a controllable element. They do not accept the marketing environment as it is.
They take advantage of the opportunities provided by the environment.
(Chapter 6) Which of the following is true of product positioning? A product's position is defined by the number of competitors in a market Product positioning has little influence on the design of the marketing mixes Consumers generally reevaluate products every time they make a buying decision To simplify the buying process, consumers are likely to position products in their minds
To simplify the buying process, consumers are likely to position products in their minds
(Chapter 9) ________ costs refer to the sum of the fixed and variable costs for any given level of production. Select one: Target Marginal Value-based Total Break-even
Total
(Chapter 13) The use of an inside sales force has grown due to the surge in online, mobile, and social media technologies. Select one: True False
True
(Chapter 4) Does Google know when and where you will be traveling by monitoring your Google Calendar and Gmail. Select one: True False
True
(Chapter 5) Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables. Select one: True False
True
(Chapter 5) Subcultures are groups of people with shared value systems based on common life experiences and situations. Select one: True False
True
(Chapter 7) A brand extension gives a new product instant recognition and faster acceptance. Select one: True False
True
(Chapter 2) Which of the following companies is using a divesting strategy? Select one: Juggernaut Bikes acquires new businesses in order to increase its market share. To achieve a higher market share, LBD Inc. increases investments that the firm makes in advertising and promotion. When sales of its clothing division decline, Blackstone sells the division to a competitor. Getix Computers increases the price of its products in order to maximize short-term profits. Harlow's market share remains steady over two years, and the firm decides to maintain its share at the current level.
When sales of its clothing division decline, Blackstone sells the division to a competitor.
(Chapter 2) Which of the following products would the electronics company CypressSound classify as a cash cow in its BCG matrix? Select one: Cyan — a cell phone that is designed for music lovers and has a very low market share in a market that is growing steadily Boosh — a home entertainment system that has a strong market share in a market that is likely to expand in the future Xpress — an MP3 player that has a high market share in a market that is not expected to grow significantly AutoPlay — a car audio system that has a high market share in a market that has been growing constantly Unipress — a CD player that has a very low market share in a market that is shrinking rapidly
Xpress — an MP3 player that has a high market share in a market that is not expected to grow significantly
(Chapter 10) Which of the following is an example of a horizontal conflict in a distribution channel? Select one: a Nike shoe dealer complaining that the shoes provided to the dealer are defective a Ford car dealer complaining that another Ford dealer is underpricing the same models a FedEx agent complaining that a DHL agent is cutting off his business a Walmart executive complaining to a Pepsi executive for not replenishing stocks on time a Gucci executive complaining to Gucci's suppliers of delays in shipping consignments
a Ford car dealer complaining that another Ford dealer is underpricing the same models
(Chapter 14) Elise Philips, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Elise use? Select one: direct e-mail a catalog a search engine a spambot a blog
a blog
(Chapter 12) Which of the following is an example of branded entertainment? Select one: a company placing its product in a movie scene a company using a celebrity to endorse a product a company airing its advertisements in movie theaters a company using an acclaimed movie director to film an advertisement a company using a famous song in its advertisement
a company placing its product in a movie scene
(Chapter 12) Which of the following is an example of a firm utilizing public relations as a promotion tool? Select one: a firm using its personal sales force at an expo to sell its products a firm sending its catalog directly to customers through e-mail a firm informing customers of special discounts on its Web site a firm providing interesting information about a product to the news media a firm using a celebrity to endorse a product in a television commercial
a firm providing interesting information about a product to the news media
(Chapter 10) Which of the following would be considered an upstream partner in a company's supply chain? Select one: a firm that resells a finished product and shares the net sales with the producer a firm that provides technical expertise in the production of a product a firm that markets a product to consumers through social media a firm that buys products at wholesale cost from the company a firm that exclusively markets a product to other businesses
a firm that provides technical expertise in the production of a product
(Chapter 12) Greentech is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact, affordable and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for Greentech's new solar chargers? Select one: a front-page notice of the release of Greentech's solar chargers in all leading newspapers a press conference to discuss the various benefits, including environmental feature the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers an endorsement by a national environmental organization to tout the benefits of the new solar chargers an online lottery where interested buyers have a chance to win a prize
a front-page notice of the release of Greentech's solar chargers in all leading newspapers
(Chapter 1) _____ are defined as states of felt deprivation Select one: a. Needs b. Ideas c. Demands d. Values e. Exchanges
a. Needs
(Chapter 1) ________ are the form human needs take as they are shaped by culture and individual personality. Select one: a. Wants b. Necessities c. Services d. Benefits e. Risks
a. Wants
(Chapter 6) Market segmentation that can be effectively reached and served are said to be __________ measurable accessible substantial actionable observable
accessible
(Chapter 6) When an effective program can be designed for attracting and serving a chosen segment the segment is best received as ________. accessible measurable reachable differentiable actionable
actionable
(Chapter 13) Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________. Select one: price pack rebate sample allowance discount
allowance
(Chapter 13) Harry Potts is a salesperson for a national pet food company. He meets Karen Sharp, a buyer for a large, specialty pet retailer, and speaks to her at length about the product categories and brands of pet food the retailer currently carries as well as future needs. At which step of the selling process is Harry Potts in the above scenario? Select one: approach preapproach qualifying prospecting closing
approach
(Chapter 6) the marketing managers at Frizzle's eateries target customers who are working to lose weight but still want to dine out. the restaurant chain offers a wide variety of low-fat low cal meals that appeal to dieters. Frizzles approach is best referred to as ____________ segmentation age and life cycle user status benefit demographic geographic
benefit
(Chapter 11) As with other types of marketers, a primary goal in wholesaling is to ________. Select one: match competitors' strategies establish a greater number of locations build value-adding customer relationships hold prices constant maintain the status quo
build value-adding customer relationships
(Chapter 8) Hollingsworth is a retail company that is planning to release a new line of luxury personal care products. Its managers are now reviewing the sales history of similar products and conducting marketing surveys to estimate the minimum and maximum sales for the product. In which of the following stages of the new product development process is the product? Select one: test marketing idea screening business analysis marketing strategy development concept testing
business analysis
(Chapter 13) Conventions, trade shows, and sales contests are types of ________. Select one: point-of-purchase promotions trade promotions advertising specialties business promotions premiums
business promotions
(Chapter 1) Stew Leonard's has created what has been the "Disneyland of Dairy Stores," complete with costumed characters, scheduled entertainment, and a petting zoo. It's built 30 additions onto the original store, which now serves more than 300,000 customers each week. This legion of loyal shoppers is largely a result of the store's passionate approach to customer service. Instead of focusing on individual transactions, Stew and his staff are putting a priority on ________. Select one: decreasing customer-perceived value managing partner relationships attracting "butterflies" converting "strangers" into "butterflies" capturing customer lifetime value
capturing customer lifetime value
(Chapter 14) Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________. Select one: e-mail marketing telemarketing catalog marketing kiosk marketing viral marketing
catalog marketing
(Chapter 11) Office Solutions is a large retailer that specializes in office products and services. Their offerings include a wide and deep assortment of computers, desk furniture, printers, office supplies, stationery, and printing. Office Solutions is most likely an example of a ________. Select one: convenience store pop-up store category killer lifestyle center supermarket
category killer
(Chapter 4) Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of ________ research. Select one: exploratory descriptive causal focus group ethnographic
causal
(Chapter 3) Ursa Martin, a book publisher, has decided to work with Hope in Children, a charitable foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of revenue from every book it sells will be donated to the charity. The books are marketed by conveying this message to customers. Which of the following marketing techniques describes Ursa Martin's association with Hope in Children? Select one: joint venture marketing cause-related marketing niche marketing green marketing test marketing
cause-related marketing
(Chapter 3) A consumer advocacy group challenges a firm's decision to build a new warehouse in a small community. The advocacy group is an example of a ________ public. Select one: financial government media citizen-action local
citizen-action
(Chapter 9) Los Amigos, a new Mexican restaurant, has set up shop across the street from Hot Tamales and More. Which of the following pricing strategies will Los Amigos likely use? Select one: cost-plus competition-based break-even good-value target costing
competition-based
(Chapter 4) Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose? Select one: sales data from exclusive Hammond retailers archival data on company performance competitive marketing intelligence research on demographics of its existing customers internal survey on employee performance
competitive marketing intelligence
(Chapter 8) The stage in which product ideas are presented to groups of target consumers physically or symbolically is referred to as ________. Select one: concept testing concept development test marketing marketing strategy development crowdsourcing
concept testing
(Chapter 14) Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________. Select one: display advertisement contextual advertisement digital catalog community Web site Web blog
contextual advertisement
(Chapter 7) In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________. Select one: are primarily used to hold and protect products have created confusion in the marketplace create immediate consumer recognition deemphasize the importance of labels stifle brand awareness and recognition
create immediate consumer recognition
(Chapter 8) Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its Web site that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Kallton is using ________ to generate new product ideas. Select one: marketing strategy development crowdsourcing concept development business analysis test marketing
crowdsourcing
(Chapter 1) Ritz-Carlton hotels are fervently dedicated to anticipating customers' slightest needs. Without ever asking, they seem to know when customers want a king-size bed, non-allergenic pillow, extra body gel, or the blinds open upon arrival. An amazing 95 percent of departing guests report that their stay has been a truly memorable experience. This is an example of ________ Select one: customer delight customer lifetime value customer equity customer share customer-perceived value
customer delight
(Chapter 3) According to the text, ________ are the most important actors in a company's microenvironment. Select one: stockholders employees suppliers community stakeholders customers
customers
(Chapter 4) The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first? Select one: develop a research plan determine a research approach define the problem and objectives select a research agency to collect data conduct exploratory and descriptive research
define the problem and objectives
(Chapter 6) Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ___________ variables. demographic psychographic universal geographic behavioral
demographic
(Chapter 11) Jones & Company, a major retail chain across the United States, offers a wide range of consumer goods such as clothing, furniture, home appliances, cosmetics, jewelry, and food. Jones & Company is best described as a ________. Select one: supermarket department store specialty store pop-up store category killer
department store
(Chapter 5) Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates ________. Select one: types of decisions derived demand market structure the decision process nature of the buying unit
derived demand
(Chapter 4) Brooke's Boutique plans to launch a new clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case? Select one: exploratory followed by causal exploratory followed by descriptive descriptive followed by exploratory descriptive followed by causal causal followed by descriptive
descriptive followed by causal
(Chapter 10) Vertical conflicts in distribution channels are conflicts that occur between ________. Select one: same levels in the same channel different levels of the same channel same levels of different channels different levels of different channels retailers and customers
different levels of the same channel
(Chapter 6) If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ___________ market segments. accessible measurable reachable differentiable observable
differentiable
(Chapter 10) Mary Kay Cosmetics and Amway sell their products through home and office sales parties, online Web sites, and social media. Both companies use a(n) ________ channel to distribute their offerings. Select one: functional indirect direct layered behavioral
direct
(Chapter 14) The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________. Select one: mass marketing direct-mail marketing telemarketing internal marketing kiosk marketing
direct-mail marketing
(Chapter 10) For over 10 years, Erudite, a publishing and educational company that produces college textbooks, has been selling its books online through studysmart.com, a popular online retailer that sells textbooks published by different companies. Recently, Erudite stopped selling its books through studysmart.com and set up its own Web site to sell its books. This change in channel organization is called ________. Select one: disintermediation intensive distribution brokering franchising selective distribution
disintermediation
(Chapter 7) Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________. Select one: franchising line filling two-way stretching upward stretching downward stretching
downward stretching
(Chapter 14) Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. Select one: search engines content sites transaction sites e-tailers iTV sites
e-tailers
(Chapter 3) Changes in variables, such as income, cost of living, interest rates, and savings and borrowing patterns most likely reflect changes in the ________ environment of a company. Select one: demographic economic political cultural micro
economic
(Chapter 7) Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand ________. Select one: capital personality perception esteem equity
equity
(Chapter 5) Sam is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Sam is in the ________ stage of the buyer decision process. Select one: evaluation of alternatives need recognition information search purchase decision postpurchase behavior
evaluation of alternatives
(Chapter 4) Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________. Select one: exploratory research survey research netnography research experimental research descriptive research
experimental research
(Chapter 4) Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________. Select one: exploratory research archival research causal research experimental research descriptive research
exploratory research and descriptive research
(Chapter 7) Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________. Select one: stretching widening strengthening mixing filling
filling
(Chapter 3) Monfax Corporation insures manufacturers, distributors, and consumers against the loss or damage of goods during transportation after a purchase or sale. In this case, Monfax is an example of a ________. Select one: wholesaler retailer financial intermediary physical distribution firm marketing service agency
financial intermediary
(Chapter 9) Rent, electricity and executive salaries do not vary with production of sales levels are referred to as ___________ costs fixed variable breakeven target promotional
fixed
(Chapter 13) Global Insurance sells health and life insurance policies to Fortune 500 companies for its employees. The company's salespeople regularly contact decision makers to ensure that the necessary paperwork has been filed and that contracts are executed. Updates are also provided regularly about premium changes for health insurance. Which of the following steps of the selling process does this scenario depict? Select one: approach presentation closing follow-up preapproach
follow-up
(Chapter 11) Which types of stores are characterized by specialty goods for which customers need assistance and higher operating costs that are passed along to customers as higher prices? Select one: self-service stores convenience stores full-service stores discount stores off-price stores
full-service stores
(Chapter 12) ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image? Select one: having well-trained personnel at retail outlets to explain the different ranges of products the company provides tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks lowering prices of ColaBlue's products in the short term holding a press conference to explain the remedial steps that ColaBlue has taken making new advertisements for ColaBlue products and sponsoring shows on television
holding a press conference to explain the remedial steps that ColaBlue has taken
(Chapter 8) The new product development process usually starts with ________. Select one: idea screening idea generation concept development concept testing market strategy development
idea generation
(Chapter 8) Safari Unlimited recently conducted national research to generate ideas for a new line of fatigues geared to women. The company uncovered a number of ideas about clothing and accessory preferences as well as important benefits such as built-in sunblock and durability. The Safari Unlimited product development team will most likely use ________ next to arrive at a realistic number of products for the new fatigues line Select one: crowdsourcing idea screening concept testing concept development business analysis
idea screening
(Chapter 6) What type of market segmentation is generally used by marketers that sell luxury products targeted to the affluent segments of a population? usage rate occasion income benefits sought gender
income
(Chapter 7) A product line is most likely too long if managers can ________. Select one: decrease costs by adding items increase market share by adding items increase profits by dropping items decrease costs by dropping items increase profits by adding items
increase profits by dropping items
(Chapter 5) Suzette wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Suzette is most likely in the ________ stage of the buyer decision process. Select one: product evaluation evaluation of alternatives need recognition information search purchase decision
information search
(Chapter 12) Inglast, a chocolate producer, is faced with a class action suit when customers found pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used? Select one: classified informative comparative personalized reminder
informative
(Chapter 12) Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business? Select one: logistics information management inventory control segmentation niche market penetration integrated marketing communications global marketing management
integrated marketing communications
(Chapter 4) Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases. Select one: external secondary historical internal dialog
internal
(Chapter 8) Companies like 3M, Google, and Sony have ________ that encourage employees to develop new ideas. Select one: trade magazines marketing research firms government agencies competitor's ads intrapreneurial programs
intrapreneurial programs
(Chapter 14) Green Gardens sells gardening and landscaping goods and equipment. The marketing department places an unmanned machine in the store with touchscreen technology to provide product information. Consumers can use this machine to learn about the company's products and services. The company's marketing form is best referred to as ________ marketing. Select one: kiosk mobile telephone interactive personalized
kiosk
(Chapter 12) Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad? Select one: scientific evidence technical expertise personality symbol testimonial evidence lifestyle
lifestyle
(Chapter 5) Which of the following is a psychographic characteristic of a consumer? Select one: gender age lifestyle occupation economic status
lifestyle
(Chapter 11) Stores that provide moderate sales assistance because they carry shopping goods about which customers need a moderate level of information are called ________ retailers. Select one: self-service full-service off-price limited-service convenience
limited-service
(Chapter 2) In the BCG growth-share matrix, question marks refer to products or businesses with a ________. Select one: low market share in a niche market low market share in a market with high growth prospects greater market share than all their competitors combined in a saturated market high market share in a market with a high growth rate low market share in a market that is set to shrink significantly
low market share in a market with high growth prospects
(Chapter 13) Appliance maker Whirlpool assigns individual teams of salespeople to big retail customers such as Sears, Lowe's, Best Buy, and Home Depot. Each Whirlpool sales team aligns with the large customer's buying team. Whirlpool has most likely adopted a ________ sales-force structure. Select one: product team-based territorial market complex
market
(Chapter 2) The two dimensions the BCG approach uses to evaluate and manage SBUs are ________. Select one: market growth rate and relative market share market growth rate and market penetration market growth rate and market development relative market share and product development relative market share and market penetration
market growth rate and relative market share
(Chapter 6) _______ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior. differentiation mass marketing market targeting market segmentation positioning
market segmentation
(Chapter 9) The first Target store opened in 1962. Its initial strategy was to set prices low to attract a large number of buyers quickly and win a large market share. This is referred to as ________. Select one: market-skimming pricing market-penetration pricing value-added pricing target costing deceptive pricing
market-penetration pricing
(Chapter 2) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are attained is called ________. Select one: marketing control marketing implementation market planning marketing development market targeting
marketing control
(Chapter 6) The practice of tailoring products in marketing programs to suit the taste of specific individuals and locations is referred to as __________ macro marketing micro marketing segmented marketing global marketing undifferentiated marketing
micro marketing
(Chapter 5) A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________. Select one: modified rebuy new-task situation straight rebuy dual distribution channel exclusive distribution channel
modified rebuy
(Chapter 3) A marketing intermediary would most likely help a firm by ________. Select one: negotiating with labor unions regarding wages, hours, and benefits providing technical expertise on the production and design of goods competing directly with the firm in a certain product category supplying the raw materials needed for manufacturing the firm's products moving the firm's goods from production points to distribution centers
moving the firm's goods from production points to distribution centers
(Chapter 7) Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware? Select one: brand extensions line extensions multibrands new brands co-brands
multibrands
(Chapter 11) Specialty stores are characterized by ________. Select one: the sale of convenience and staple items narrow product lines with deep assortments a wide range of products and categories low prices on a wide range of goods routinely purchased food products and services
narrow product lines with deep assortments
(Chapter 5) Which of the following is the first stage of the buyer decision process? Select one: need recognition information search evaluation of alternatives purchase decision postpurchase behavior
need recognition
(Chapter 7) Product mix width refers to the ________. Select one: number of versions offered for each product in the line ways in which the various product lines are related number of different product lines the company carries total number of items a company carries within its product lines total market share captured by the entire product line
number of different product lines the company carries
(Chapter 7) Product mix depth refers to the ________. Select one: number of versions offered for each product in the line ways in which the various product lines are related number of different product lines the company carries total number of items a company carries within its product lines total market share captured by the entire product line
number of versions offered for each product in the line
(Chapter 14) Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________. Select one: online display advertisement contextual advertisement infomercial phishing scam advertorial
online display advertisement
(Chapter 8) The second part of a marketing strategy statement describes the ________ of a new product. Select one: marketing mix strategy profit and sales goals planned price, distribution, and marketing budget target market and sales goals planned value proposition
planned price, distribution, and marketing budget
(Chapter 6) ___________ consists of arranging for a market offering to occupy a clear, distinctive, and desireable place relative to competing products in the minds of target consumers. differentiation positioning market targeting market segmentation
positioning
(Chapter 13) Cracker Jack, an American brand snack of caramel-coated popcorn and peanuts, has been in existence since 1896. The brand became popularized due to its free prize inside every box. Which of the following promotion tools does this exemplify? Select one: rebate coupon price pack sample premium
premium
(Chapter 13) A toothpaste manufacturer that bands two products together, selling two for the price of one, is using which type of consumer promotion tool to build short-term sales? Select one: price packs coupons rebates advertising specialties samples
price packs
(Chapter 1) The ________ concept holds that consumers will favor goods and services that offer the most in quality, performance, and innovative features. Select one: societal marketing marketing selling production product
product
(Chapter 2) Design, packaging, service, and features are elements of the ________ component of a company's marketing mix. Select one: product price promotion place people
product
(Chapter 7) Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________. Select one: product length product mix product depth product consistency product assemblage
product mix
(Chapter 10) Outbound logistics refers to moving ________. Select one: unwanted, excess products from resellers to producers raw materials from suppliers to the factory excess materials from the factory to suppliers products from the factory to resellers and ultimately to customers broken, damaged products from customers to producers
products from the factory to resellers and ultimately to customers
(Chapter 6) _____________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics. demographic psychographic user status geographic behavioral
psychographic
(Chapter 5) Chloe is in the process of buying a new car. She carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of her favorite models. She rates the models on each factor and ranks them in the order of preference. To which of the following stages of the buyer decision process will Chloe most likely proceed next? Select one: postpurchase behavior evaluation of alternatives information search need recognition purchase decision
purchase decision
(Chapter 12) Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario? Select one: public relations crowdsourcing advertising sales promotion personal selling
sales promotion
(Chapter 8) The third part of a marketing strategy statement describes the ________ of a new product. Select one: sales, market share, and profit goals distribution and pricing marketing budget planned value proposition target market and sales goals
sales, market share, and profit goals
(Chapter 13) The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case? Select one: rebates samples coupons advertising specialties price packs
samples
(Chapter 4) Information collected from commercial online databases or through Internet search engines are examples of ________ data. Select one: primary secondary first hand experimental ethnographic
secondary
(Chapter 5) Which of the following needs in Maslow's hierarchy is generally satisfied last? Select one: physiological social esteem self-actualization safety
self-actualization
(Chapter 11) Food Galore is a regional chain of supermarkets in the Midwest. The primary role of the staff is to restock shelves and operate cash registers. Customers locate, compare, and select their groceries and other sundry items. Food Galore is most likely a ________. Select one: self-service retailer category killer full-service retailer supermarket pop-up store
self-service retailer
(Chapter 7) Major appliances, furniture, and clothing are typical examples of ________ products. Select one: convenience shopping unsought specialty capital
shopping
(Chapter 13) The presentation stage of the selling process most likely involves ________. Select one: cold calling in the absence of potential leads fixing the final meeting with a customer to close a deal gathering information about an organization and its buyers showing how a company's products can solve a customer's problems requesting an order from the customer after handling any minor objections
showing how a company's products can solve a customer's problems
(Chapter 11) Grace and her fiancé visit several furniture stores in and around their hometown of Milwaukee. They use their smartphones to capture information about manufacturers and pricing, and ultimately decide to purchase their favorite items online. This is referred to as ________. Select one: warehousing wholesaling retailing franchising showrooming
showrooming
(Chapter 13) One of the fastest-growing sales trends is ________ which involves the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance. Select one: personal selling team selling social selling teleselling videoconferencing
social selling
(Chapter 3) Which of the following is most likely a financial public? Select one: community organization special interest organization representing a minority group corporate attorney stockholder newspaper
stockholder
(Chapter 11) Retailers must decide on three major product variables: product assortment, services mix, and ________. Select one: store location store layout self-service offerings store atmosphere store ambience
store atmosphere
(Chapter 6) When a market segment is large or profitable enough to serve it is termed _______ substantial measurable accessible actionable differentiable
substantial
(Chapter 8) The first part of a marketing strategy statement describes the ________ of a new product. Select one: planned price and distribution marketing budget marketing mix strategy target market, planned value proposition, and sales goals planned long-run sales and market share
target market, planned value proposition, and sales goals
(Chapter 13) Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure. Select one: market customer product regional territorial
territorial
(Chapter 4) Causal research is used to ________. Select one: test hypotheses about cause-and-effect relationships gather preliminary data to define problems and their underlying causes collect information on the demographics of customers collect information on the attitudes of consumers generate hypotheses about the causes of a marketing problem
test hypotheses about cause-and-effect relationships
(Chapter 12) In the competitive-parity method of setting an advertising budget, the budget is set based on ________. Select one: a percentage of future sales the total revenues that a company makes the amount spent by similar companies in the same industry objectives set by the company and the cost required to accomplish them a percentage of current sales
the amount spent by similar companies in the same industry
(Chapter 11) JP Wholesalers is one of the largest wholesalers of wooden furnishings in the country. Recently, the company opened a chain of stores called JP Designer Homes that has become popular due to the good reputation the company has as a wholesaler. The company has now started acquiring smaller retail chains and consolidating its position in the market. Which of the following trends is reflected in this scenario? Select one: the shift toward self-service retailing the decline of superstores and megastores the decline of the voluntary chain distribution method the rise of franchise organizations and joint partnerships the blurring of distinctions between retailers and wholesalers
the blurring of distinctions between retailers and wholesalers
(Chapter 5) What is the most important consumer buying organization in society? Select one: leading adopters the family membership groups reference groups aspirational groups
the family
(Chapter 4) Which of the following demonstrates the real value of a company's marketing research and information system? Select one: the amount of data it generates the variety of contact methods it uses the tools it uses to gather information the quality of customer insights it provides the type of sampling plan it follows
the quality of customer insights it provides
(Chapter 3) Which of the following is part of the microenvironment of a firm's marketing environment? Select one: the political state of the country in which the firm exists the cultural forces that exist in a society the suppliers who work with the company the technological resources available to the company the different demographic trends in the market
the suppliers who work with the company
(Chapter 11) Which of the following is an impact of the Great Recession on retailing trends? Select one: economic shift toward higher prices lower costs for retailers tighter consumer spending patterns longer retail life cycles prohibition on new retail forms
tighter consumer spending patterns
(Chapter 7) Product mix length refers to the ________. Select one: number of versions offered for each product in the line ways in which the various product lines are related number of different product lines the company carries total number of items a company carries within its product lines total market share captured by the entire product line
total number of items a company carries within its product lines
(Chapter 6) marketers must be careful to guard against stereotypes when using age and life cycle segmentation true false
true
(Chapter 6) Markets can be segmented into groups of non-users, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called __________ user status usage rate benefit behavioral loyalty status
user status
(Chapter 9) ____________ pricing strategy for an offering begins with an assessment of customer needs and perceptions. Then, a target price is set based on the customer's perception of what the product is worth. cost based value based value added competition based
value based
(Chapter 9) A ________ pricing strategy for an offering begins with an assessment of customer needs and perceptions. Then a target price is set based on customer perceptions of worth. Select one: cost-based target costing value-based value-added competition-based
value-based
(Chapter 9) Each PC produced by HP involves a cost of computer chips, wires, plastic, packaging, and other inputs. Although these costs tend to be the same for each unit produced, they are called ________ costs because the total changes based on the number of units produced. Select one: fixed variable target capital payroll
variable
(Chapter 14) Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________. Select one: direct-mail marketing viral marketing catalog marketing contextual advertising display advertising
viral marketing
(Chapter 11) Electronics Storage is a wholesaler that holds inventories, thereby reducing carrying costs and risks for both suppliers and customers. Which channel function does Electronics Storage primarily provide? Select one: showrooming assortment building warehousing financing transporting
warehousing
