4

The Vietnamese government launched a campaign called "Live Fully in Vietnam" (Sống trọn vẹn ở Việt Nam) to promote the country's tourism and culture. This is an example of:

A. Person marketing

B. Organization marketing

C. Place marketing

D. Social marketing

C. Place marketing

The stage in the new product development process where potential products are evaluated against a set of company criteria to eliminate poor ideas is:

A. Business Analysis

B. Idea Generation

C. Idea Screening

D. Concept Development And Testing

C. Idea Screening

From the economic system's point of view, the role of marketing intermediaries is to transform the assortment of products made by producers into the assortment of products wanted by _____.

A. channel members

B. distributors

C. consumers

D. manufacturers

E. marketers

C. consumers

Rockwell Collins is a manufacturer of avionics and communications systems for corporate aircraft. In response to a general slowdown in the business aviation industry, Rockwell announced cutbacks for the items it makes for small and midsize jets. Based on this information, which of the following segmentation variables is Rockwell most likely to utilize?

A. Geographic

B. Firmographic

C. Buying approach

D. Psychographic

B. Firmographic

Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?

A. individual interviewing

B. Internet surveys

C. telephone surveys

D. ethnographic research

E. observational research

A. individual interviewing

A example of a(n) ____ is a five-foot-high cardboard display of Andy an Lily next to Comfort fabric conditioner bottle.

A. sample

B. POP promotion

C. POP pack

D. advertising specialty

E. premium

B. POP promotion

_____ conflict, which occurs between different levels of the same channel, is more common than _____ conflict, which occurs among firms at the same level of the channel.

A. Horizontal; vertical

B. Vertical; horizontal

C. Contractual; corporate

D. Corporate; franchise

E. Wholesaler; retailer

B. Vertical; horizontal

All of the following are types of promotional pricing EXCEPT _

A. Loss leaders

B. Special event pricing

C. Credit card payment accepted

D. Return back free

C. Credit card payment accepted

All of the following are characteristics to be effective for segmented pricing strategy EXCEPT

A. Segments must show different degrees of demand

B. Must be legal

C. Watching the market cannot exceed the extra revenue obtained from the price difference

D. High income segment accepted

D. High income segment accepted

The first stage in the new product development process is:

A. Business Analysis

B. Idea Screening

C. Idea Generation

D. Concept Development and Testing

C. Idea Generation

What elements are not included in the Augmented Product?

A. Delivery & credit

B. Design

C. Warranty

D. After-sale services

B. Design

All of the following are considered advantages of a territorial sales force structure EXCEPT

A. travel expenses can be minimized

B. each salesperson's job is clearly defined

C. accountability is clearly defined for each salesperson

D. salespeople develop in-depth knowledge of a product line

E. salespeople have the opportunity and incentive to build strong relationships with customers

D. salespeople develop in-depth knowledge of a product line

The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the_________process of the communication model.

A. Sourcing

B. Encoding

C. Signifying

D. Decoding

E. Messaging

B. Encoding

Your company is making negotiations to enter basic markets in Lower Albania. You have discovered that in foreign markets, ____beliefs and values are more open to change than in Asia.

A. simple

B. secondary

C. primary

D. core

E. none of the above

B. secondary

Buyers are less price sensitive in all of the following situations EXCEPT _____.

A. when the product they are buying is unique

B. when the product they are buying is high in quality

C. when substitute products are hard to find

D. when the total expenditure for a product is high relative to their income

E. when the product is exclusive

D. when the total expenditure for a product is high relative to their income

Critically assess the role of post-purchase behavior in the buyer decision

process.

A. It has no significant impact on future buying decisions.

B. Positive post-purchase experiences can lead to customer loyalty and

repeat purchases.

C. It only affects high-involvement purchases.

D. It is irrelevant for convenience products.

B. Positive post-purchase experiences can lead to customer loyalty and repeat purchases.

Market segmentation helps:

A. Select the target field

B. Meet the highest customer needs

C. Allocate resources effectively

D. All of the above effects

D. All of the above effects

Which product level adds customer value by offering additional services and benefits?

A. Potential Product

B. Core Product

C. Actual Product

D. Augmented Product

D. Augmented Product

Salespeople should be trained to recognize _____ signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms.

A. qualifying

B. approach

C. objection

D. closing

E. follow-up

D. closing

In marketing research, managers often start with ____ research and later follow with ____ research.

A. exploratory, descriptive or causal

B. descriptive; secondary or commercial

C. descriptive; exploratory or secondary

D. causal; descriptive or exploratory

E. causal; exploratory or secondary

A. exploratory, descriptive or causal

The ultimate aim of customer relationship management is to produce ____

A. customer equity

B. market share

C. sales volume

D. a reliable database

A. customer equity

Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ____

A. financial intermediaries

B. physical distribution firms

C. marketing services agencies

D. resellers

E. wholesalers

A. financial intermediaries

Which of the following is an objective of informative advertising?

A. build brand preference

B. change customer perceptions of brand value

C. encourage customers to switch brands

D. suggest new uses for a product

E. keep brand in customer minds during off-seasons

D

Which of the following is NOT a requirement for effective market segmentation?

A. Measurable

B. Accessible

C. Innovative

D. Actionable

C. Innovative

Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?

A. demographic

B. psychographic

C. economic

D. geographic

E. cultural

A. demographic

Critically assess the impact of technological advancements on business buying behavior.

A. They have no significant impact.

B. They can streamline purchasing processes and improve decision-making.

C. They only affect consumer buying behavior.

D. They increase costs and complicate the buying process.

B. They can streamline purchasing processes and improve decision-making.

All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one?

A. offer special promotional prices

B. offer add-on features

C. offer premiums

D. use extensive "teaser" advertising

E. offer rebates

D. use extensive "teaser" advertising

A small-scale, low-capacity business that sells a new product in a heterogeneous market should choose:

A. Differentiated Marketing Strategy

B. Undifferentiated Marketing Strategy

C. Concentrated Marketing Strategy

D. Product Development Strategy

C. Concentrated Marketing Strategy

Evaluate the importance of building long-term relationships with suppliers in business markets.

A. It is unimportant as business transactions are typically one-time events.

B. It can lead to improved efficiency, cost savings, and collaboration.

C. It only matters for large multinational companies.

D. It increases the complexity of the purchasing process.

B. It can lead to improved efficiency, cost savings, and collaboration.

With a higher volume of product, most companies can expect to _____.

A. gain economies of scale

B. become less efficient

C. see fixed costs increase

D. have a straight, horizontal learning curve

E. find competitors using the experience curve strategically

A. gain economies of scale

All of the following are types of price-adjustment strategies EXCEPT

A. Segmented pricing

B. Promotional pricing

C. Dynamic pricing

D. Break-even pricing

D. Break-even pricing

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

A. Mass markets have fragmented, and marketers are shifting away from mass marketing.

B. Improvements in communication technologies are changing how companies and customers communicate with each other.

C. Companies routinely invest millions of dollars in the mass media.

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

E. Today's consumers are better informed about products and services.

C. Companies routinely invest millions of dollars in the mass media.

A company repurchases raw materials to manufacture its products. This type of buying is an example of:

A. New-task buying

B. Modified rebuy

C. Straight rebuy

D. Systems selling

C. Straight rebuy

A company targets its marketing efforts toward young professionals who

value innovative technology. This is an example of:

A. Market segmentation

B. Product differentiation

C. Mass marketing

D. Market penetration

A. Market segmentation

Companies are doing less _____ and more ____ as a result of an explosion of more focused media that better match today's targeting strategies.

A. marketing; media

B. media; sales

C. narrowcasting; broadcasting

D. broadcasting; narrowcasting

E. advertising; word-of-mouth

D. broadcasting; narrowcasting

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ____

A. secondary research

B. survey research

C. ethnographic research

D. experimental research

E. descriptive research

C. ethnographic research

Analyze how social factors such as family and reference groups can influence consumer buying behavior.

A. They have no significant impact on buying decisions.

B. They only affect the purchasing decisions of teenagers.

C. They can significantly shape preferences and purchase decisions.

D. They only matter for high-involvement purchases.

C. They can significantly shape preferences and purchase decisions.

Value-based pricing is based on the customer's perception of:

A. The Product's Quality

B. The Product's Cost

C. The Competitor's Price

D. The Product's Value

D. The Product's Value

Companies usually develop ____ rather than ____

A. single products; product families

B. product lines; single products

C. product families; product lines

D. product brands; product images

E. product images; product brands

B. product lines; single products

All of the following are basic types of compensation plan for salespeople EXCEPT _____.

A. straight commission

B. straight salary

C. salary plus commission

D. commission plus bonus

E. salary plus bonus

D. commission plus bonus

Determining the position of a competitive product is which step in the positioning process?

A. First

B. Second

C. Third

D. Fourth

B. Second

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's _____.

A. format

B. execution style

C. tone

D. image

E. message strategy

B. execution style

Logos, uniforms, brochures, and company trucks are all examples of ____ that can be used to help a company create a visual image for the public.

A. direct marketing

B. social marketing

C. public service activities

D. corporate identity materials

E. buzz marketing materials

D. corporate identity materials

Which of the following best defines a business market?

A. A market where businesses sell products to end consumers

B. A market where businesses sell products and services to other businesses

C. A market focused on retail sales

D. A market driven by individual customer preferences

B. A market where businesses sell products and services to other businesses

Price is the only element in the marketing mix that produces _____.

A. Revenue

B. variable costs

C. Expenses

D. outfixed costs

E. Stability

A. Revenue

In the context of consumer behavior, what does the term "cognitive dissonance" refer to?

A. The initial attraction to a product

B. The discomfort a consumer feels after making a difficult purchase

decision

C. The process of evaluating product alternatives

D. The influence of family and friends on buying behavior

B. The discomfort a consumer feels after making a difficult purchase decision

Which of the following is NOT a typical supply chain member?

A. resellers

B. customers

C. intermediaries

D. government agencies

E. raw materials supplier

D. government agencies

Durango China Company charges all customers within different identified geographical areas a single total price. The more distant the area, the higher the price. This is _____

A. freight-absorption pricing

B. zone pricing

C. uniform-delivered pricing

D. FOB-origin pricing

E. bulk rate pricing

B. zone pricing

Promotional pricing can have all of the following adverse effects EXCEPT _____.

A. creating deal-prone customers

B. eroding the brand's value in the eyes of customers

C. giving pricing secrets away to competitors

D. becoming addictive to both the customer and business

C. giving pricing secrets away to competitors

________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.

A) Person marketing

B) Organization marketing

C) Internal marketing

D) Service variability

E) Intelligence marketing

B) Organization marketing

Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, that are priced a great deal lower than other used cars. Cheap Heaps has chosen to position its products with a ________ strategy.

A) more-for-the same

B) more-for-less

C) same-for-less

D) less-for-much-less

E) A or C

D) less-for-much-less

Which of the following is NOT a recommended method for companies to tap into their customers as sources for new-product ideas?

A) analyzing customer complaints and questions

B) relying heavily on customers to know what types of technical products they need

C) working alongside customers to get ideas and suggestions

D) turning customers into cocreators

E) putting customer-created products on the market

B) relying heavily on customers to know what types of technical products they need

All of the institutions in a channel are connected by flows, including physical flow, flow of ownership, payment flow, information flow, and ________ flow.

A) promotion

B) acquisition

C) customer

D) return product

E) by-product

A) promotion

A church targeting different demographic groups to increase attendance is an example of _____

A. for-profit marketing

B. not-for-profit marketing

C. societal marketing

D. customer evangelism

E. caring capitalism

B. not-for-profit marketing

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting ________ research.

A) survey

B) experimental

C) secondary

D) ethnographic

E) personal

D) ethnographic

Giant Food Stores buys a lot of frozen turkey products at Thanksgiving and Christmas due to high consumer demand. This is an example of ________ demand.

A) joint

B) derived

C) elastic

D) static

E) inelastic

B) derived

In the communication process, the reaction of the receiver after being exposed to a message______

A. response

B. answer

C. noise

D. feedback

E. decoding

A. response

Your company is making negotiations to enter a market in Lower Albania. You would most likely discover that ________ beliefs and values are open to change in this country.

A) inherited

B) secondary

C) primary

D) core

E) traditional

B) secondary

What is a major advantage of product bundle pricing?

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

B. It allows a company to offset the costs of disposing of by-products.

C. It combines the benefits of the other pricing strategies.

D.It creates a brand experience for consumers.

E. It offers consumers less value for the money.

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

Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT ________.

A) products for use in production of other products

B) services for use in production of other services

C) products purchased to resell to others

D) products purchased to rent to others

E) products purchased for personal consumption

E) products purchased for personal consumption

Which of the following would most likely be considered predatory pricing?

A) pricing below cost to get rid of a surplus

B) pricing below cost to drive out competitors

C) offering a volume discount

D) offering a suggested retail price on the manufacturer's package

E) offering real-time pricing online

B) pricing below cost to drive out competitors

A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________.

A) social class

B) the family life cycle

C) self-concept

D) lifestyle

E) sensory marketing

C) self-concept

Which of the following statements is NOT true regarding information collected for marketers?

A) Many managers lack information of the right kind.

B) Most managers do not need more information.

C) Most managers need better information.

D) Many managers are burdened by data overload.

E) Managers have enough of the right information.

E) Managers have enough of the right information.

Steve's Physco Skates sells its products to Walmart, who then sells them to the consumer. This is an example of a(n) ________.

A) direct marketing channel

B) producer channel

C) indirect marketing channel

D) retailer channel

E) corporate vertical marketing system

C) indirect marketing channel

Apple's iPod has been called "one of the greatest consumer electronics hits of all time." More than 120 million iPods have been sold, and the iPod captures more than 70 percent of the music player market. This success has attracted many large, resourceful competitors. The iPod is in the ________ stage of the product life cycle.

A) introduction

B) product development

C) maturity

D) decline

E) adoption

C) maturity

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?

A) market segmenting

B) mass marketing

C) differentiation

D) targeting

E) positioning

D) targeting

At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________.

A) user status

B) usage rate

C) benefit

D) behavioral

E) psychographic

E) psychographic

In which stage of the PLC will promotional expenditures be high in an attempt to respond to increasing competition?

A) growth

B) decline

C) maturity

D) product development

E) adoption

A) growth

Product mix ________ refers to the number of versions offered of each product in the line. Colgate toothpaste comes in 16 varieties, ranging from Colgate Total to Colgate Kids Toothpastes.

A) length

B) depth

C) height

D) width

E) perimeter

B) depth

Product mix ________ refers to the number of different product lines the company carries.

A) length

B) height

C) width

D) perimeter

E) depth

C) width

________ is an important element in the marketing mix. It is the only element that does not represent costs.

A) Profit maximization

B) Market share leadership

C) Price

D) Product quality leadership

E) The target market

C) Price

2. Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a(an) _______.

A. advertising specialty

B. premium pack

C. sweepstakes

D. price pack

E. rebate

E. rebate

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

A) user status

B) age and life-cycle

C) psychographic

D) behavioral

E) lifestyle

B) age and life-cycle

Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?

A) production concept

B) product concept

C) selling concept

D) marketing concept

E) societal marketing concept

A) production concept

The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior.

A) culture

B) black box

C) belief

D) lifestyle

E) social class

B) black box

Customer-driven marketing usually works well when ________ and when customers ________.

A) a clear need exists; are difficult to identify

B) customers know what they want; are loyal to the brand

C) a firm can deliver the goods desired; are thoroughly researched

D) a clear need exists; know what they want

E) a need exists; don't know what they want

D) a clear need exists; know what they want

Which product will most likely be intensively distributed?

A. Olympus digital cameras

B. BMW cars

C. Guess blue jeans

D. Coca-Cola

E. Nike running shoes

D. Coca-Cola

When compared to consumer markets, business markets are________________________________

A. approximately the same

B. smaller

C. huge

D. somewhat larger

E. less complex

C. huge

In order to form a consistent and effective integrated marketing program, price decisions should be coordinated with each of the following EXCEPT

A. product design

B. distribution

C. competitors' prices

D. promotion decisions

E. marketing objectives

C. competitors' prices

A problem with the rapidly expanding use of e-purchasing is that it____

A. can erode established customer-supplier relationships

B. saves less time than expected

C. generates more transactions to document

D. generates less cost savings than predicted

E. reduces the amount of time purchasing people can spend on strategic issues

A. can erode established customer-supplier relationships

When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.

A) complex buying behavior

B) dissonance-reducing buying behavior

C) habitual buying behavior

D) variety-seeking buying behavior

E) brand conviction buying behavior

D) variety-seeking buying behavior

The EPA has mandated that, in order to reduce local pollution, your printing plant switch from oil-based to water-based inks. This will require entirely new printing presses and a new printing plate technology. After carefully searching through numerous manufacturers' equipment descriptions and gathering opinions from all relevant parties related to the work, your printing plant's buying center will be ready to make this ________ purchase.

A) modified rebuy

B) new task

C) straight rebuy

D) straight task

E) situational analysis

B) new task

One reason _____ _remains popular is that sellers are more certain about costs than about demand.

A. markup pricing

B. skimming pricing

C. inelasticity pricing

D. elasticity pricing

E. penetration pricing

A) markup pricing

If a seller charges ________ than the buyer's perceived value, the company's sales will ________.

A) more; benefit

B) more; suffer

C) less; increase

D) less; suffer

E) none of the above

B) more; suffer

Mark's Markers, a manufacturer of color markers, has required its dealers to charge a specified retail price for its markers. Mark's is most likely guilty of ________.

A) price fixing

B) retail price maintenance

C) price discrimination

D) price collusion

E) unfair price skimming

B) retail price maintenance

Max Samuelson is a high-end fashion designer who markets his clothing lines through a limited number of highly reputable retailers. Max uses ________.

A) exclusive distribution

B) exclusive dealing

C) exclusive territorial agreements

D) full-line forcing

E) tying agreements

A) exclusive distribution

How can consumer-generated ads benefit companies and their products?

A. Consumers trust the opinions of people similar to themselves.

B. Viewers find user-generated advertisements more humorous than professional ads.

C. Consumer criticism of a competitor's product is believable and valuable.

D. Viewers enjoy participating in product contests and being in commercials.

E. Consumers become engaged in the product and consider its value in their lives.

E. Consumers become engaged in the product and consider its value in their lives.

An example of a(n)________appeal is the Salvation Army appeal, While you are trying to get the man who has everything, don't forget the man who has nothing."

A. Emotional

B. Awareness

C. Rational

D. Moral

E. Standard

D. Moral

Technologies such as handheld computers and interactive whiteboards enable salespeople _________ stage of the selling process.

A. prospecting

B. preapproach

C. presentation and demonstration

D. qualifying

E. follow-up

C. presentation and demonstration

Which of the following is NOT one of the four major communication functions?

A. feedback

B. encoding

C. noise

D. response

E. decoding

C. noise

What are the two dimensions of product quality?

A. consistency and level

B. performance and resistance

C. design and innovation

D. conformance and style

E. feature and design

A. consistency and level

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision?

A) product evaluation

B) situational analysis

C) need recognition

D) problem screening

E) information search

C) need recognition

Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?

A) It may not exist.

B) It may not be relevant.

C) It is generally more expensive to obtain than primary data.

D) It may not be current.

E) It may not be impartial.

C) It is generally more expensive to obtain than primary data.

________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.

A) Shopping products

B) Convenience products

C) Unsought products

D) Industrial products

E) Line extensions

A) Shopping products

Mark Fernandez is starting a new skateboard sales business and is researching the factors and forces outside marketing that affect his ability to build and maintain successful relationships with target customers. What is Mark researching?

a. the marketing environment

b. the cultural environment

c. strategic planning

d. target markets

e. the marketing mix

a. the marketing environment

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

A) cost per thousand persons reached

B) cost of premium offers

C) cost of the magazine it is using

D) profit margin

E) continuity cost

A) cost per thousand persons reached

Which of the following statements about buying centers is true?

A. The buying center is like a standing committee.

B. The buying center roles are specified on the organizational chart.

C. The typical buying center has five employees, one to assume each of the buying center's

D. An individual's role in the buying center does not change.

E. The buying center may involve informal participants who are not obvious to sellers

E. The buying center may involve informal participants who are not obvious to sellers

A detailed version of a new idea stated in meaningful customer terms is called a________

A. product idea

B. product concept

C. product image

D. product proposal

E. product movement

B. product concept

When a product is in the maturity stage, the company should consider

A. harvesting the product

B. modifying the product, market, or marketing mix

C. divesting the product

D. liquidating the product

E. dropping the product

B. modifying the product, market, or marketing mix

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.

A) causal

B) experimental

C) secondary

D) survey

E) exploratory

E) exploratory