Marketing

A company that sells only multigrain, low-calorie bread should use a(n) ________ targeting strategy. A) concentrated B) differentiated C) micromarketing D) mass E) undifferentiated

A

What is the most basic corporate social responsibility to employees? A) To ensure the highest pay for the work performed B) To ensure a safe working environment C) To ensure all potential conscious marketing issues are raised D) To assess each employee's level of confidence E) To ensure the firm primarily serves the community in surrounding neighborhoods

B

What effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook? A) timelessness effect B) dynamic effect C) network effect D) information effect E) connected effect

E

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product A) placement. B) loyalty. C) deals. D) sampling. E) premiums.

A

Jean, who lives in Boston, refers to Pepsi as "tonic," while Paul, who lives in Chicago, calls it "pop." These different terms are an example of A) regional culture differences. B) demographic differences. C) different economic situations. D) different social trends. E) country culture differences.

A

What type of competition occurs when there are many firms competing for customers in a given market but their products are differentiated? A) monopolistic competition B) monopoly competition C) pure competition D) predatory competition E) oligopolistic competition

A

_ is the two-way flow of communication between buyer and a seller that is designed to influence the buyer's purchase decision. A) Personal selling B) Sales promotion C) Advertising D) Direct marketing E) Public relations

A

Buffalo Wild Wings suggests that its diners check in to its locations using their phones. This demonstrates the use of ________ to market a product. A) adding value B) social media C) marketing analytics D) value cocreation E) social responsibility

B

Clare always liked Lands' End raincoats, so when she was shopping for a winter coat, she ordered one from Lands' End without thinking too much about it. This demonstrates how ________ facilitate purchases. A) private labels B) brands C) actual products D) core customer values E) associated services

B

Marketing research includes all of the following except A) collecting data. B) creating data. C) recording data. D) interpreting data. E) analyzing data.

B

The level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by the degree to which the channel is A) exclusive. B) vertically integrated. C) known nationally. D) recognized. E) horizontally integrated.

B

Vlad decided not to purchase the iPod shuffle because he didn't think it would hold all of his songs. Vlad was using his assessment of the iPod shuffle's ________ risk in making his decision. A) financial B) performance C) social D) safety E) psychological

B

When Walmart threatens to punish or punishes the other channel member for not undertaking certain tasks, such as if it were to delay payment for a late delivery, this is an example of A) reward power. B) coercive power. C) information power. D) expertise power. E) referent power.

B

As Diane's business grew, she needed to find a new way to manage payroll for her employees, so she researched payroll companies to see which one would best meet her needs. What type of buying situation was Diane involved in? A) straight buy B) modified rebuy C) new buy D) modified buy E) straight rebuy

C

Cultural differences such as food preferences, language, and religion also play a role in A) STP strategy. B) domestic marketing strategy. C) product strategy planning. D) global communication strategy. E) global marketing strategy.

C

Firm A has set very low prices for its products in an attempt to drive its competitor, Firm B, out of business. This is known as A) monopolistic pricing. B) bait and switch. C) predatory pricing. D) price discrimination. E) price fixing.

C

Which of the following steps occurs during the implementation phase of the marketing plan? A) Evaluate performance using marketing metrics B) Conduct a situation analysis C) Identify and evaluate opportunities D) Define business mission E) Define business objectives

C

As personal computers became popular, the sale of typewriters decreased significantly and now typewriters are only used by a very small segment of consumers. Typewriters are in the ________ stage of the product life cycle. A) maturity B) evaluation C) growth D) decline E) introduction

D

By their very nature, ________ measures reflect one person's opinion about another's performance. A) perspective B) objective C) effective D) subjective E) competitive

D

When managers understand what their service providers are facing on a day-to-day basis by directly observing them and talking to customers, it is called management by A) empowerment. B) marketing research. C) high expectations. D) walking around. E) being responsive.

D