1) Which of the following is most closely associated with a proactive marketing orientation?
A. It involves delivering superior value.
B. It is about understanding and meeting customers’ expressed needs.
C. It represents the “make and sell" philosophy.
D. The marketer focuses on the customers’ latent or hidden needs.
2) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A. internally
B. management
C. segmentation
D. integration
3) Business buyers ______________.
A. are geographically as diverse as consumers
B. tend to be geographically concentrated with over half of them in seven states
C. are largely concentrated in the southwestern United States
D. use geographical dispersion to keep shipping costs low
4) Toyota, the maker of the Scion brand, is using what kind of brand strategy with Scion products?
A. Separate family names
B. Blanket family names
C. Individual names
D. Corporate names
5) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products?
A. Individual names
B. Blanket family names
C. Separate family names
D. Corporate names
6) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning.
A. cash cow
B. low-end, entry level brand
C. high-end, prestige brand
D. flanker
7) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular MP3 player in the marketplace. This is an example of __________.
A. brand extension
B. preemptive cannibalization
C. a brand shake-out
D. product maturity
8) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent.
A. joint-venture co-brand
B. same company co-brand
C. category extension
D. line extension
9) ___________ are formal statements of expected product performance by the manufacturer.
A. Open pricing statements
B. Promotional statements
C. Warranties
D. General guarantees
10) Mazda’s Miata convertible originally drew the most interest from women between the ages of 35 and 55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________.
A. repositioning
B. the development of a new product line
C. market diversification strategy
D. product development strategy
11) When SAP software added a Windows-style “back” button to its industrial invoice management software, the new product ___________.
A. used a new product line
B. added to an existing product line
C. improved upon an existing product
D. used a marketing diversification strategy
12) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________.
A. line featuring
B. line cannibalization
C. line padding
D. line stretching
13) Painting and consulting are considered industrial goods because ______________.
A. they are specialty goods
B. they are considered “component materials"
C. most firms do not seek them directly
D. they facilitate developing and managing the finished product
14) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?
A. Basic-expected-augmented-core-potential
B. Expected-potential-basic-augmented-core
C. Core-basic-expected-augmented-potential
D. Potential-augmented-expected-core-basic
15) Characteristics a buyer can evaluate before purchase are called _______________.
A. search qualities
B. experience qualities
C. credence qualities
D. differentiation qualities
16) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________.
A. tangible good with accompanying service
B. hybrid
C. pure service
D. major service with accompanying minor goods and services
17) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn’t have the opportunity to go. The experience of the Tse family is an example of which offering?
A. A tangible good with accompanying services
B. A hybrid
C. A pure service
D. A major service with accompanying minor goods and services
18) Best Buy will often try to sell the buyer of a high-end television monitor an extended warranty. This is an example of _______________.
A. pure tangible good
B. tangible good with accompanying services
C. hybrid
D. pure service
19) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.
A. the unit costs of producing a small volume of the product are high
B. there must be no existing demand for the product
C. the market is highly price sensitive
D. the high price communicates nothing to potential buyers
20) A __________ pricing objective is suitable for a company that has overcapacity, intense competition, and changing customer needs.
A. maximum current profit
B. survival
C. maximum current revenue
D. maximum sales growth
21) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to ____________.
A. estimate costs
B. determine the target market
C. select a pricing method
D. select a pricing objective
22) A common mistake in pricing is ____________________.
A. revising prices too often
B. considering price and price competition as a key problem in marketing
C. ignoring costs when setting prices
D. setting prices independently of the rest of the market mix
23) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.
A. value pricing
B. the psychology of pricing
C. the going rates of competitors
D. value augmented by perception
24) Which of the following areas will a marketing manager standardize or adapt when taking a new product global?
A. Marketing concept
B. Marketing mix
C. Product strategy
D. Promotion strategy
25) Which of the following best describes integrated marketing communication (IMC)?
A. Organizations present a consistent message.
B. Organizations present an effective communication plan.
C. Organizations present a plan that focuses on the customer.
D. Organizations present an effective advertising message.
26) Which of the following best describes the role of social responsibility in marketing?
A. Standards that guide marketing decisions and actions
B. Improving environment and products
C. Obligation to improve positive effects on society
D. Obligation to improve positive effects and reduce negative effects on society
27) Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________.
A. asking network censors what to cut out of the communication
B. the creative development of the message
C. the social responsibility review
D. preparing a copy strategy statement
28) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.
A. descriptive
B. persuasive
C. reminder
D. informative
29) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like hot tubs in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?
A. descriptive
B. persuasive
C. reminder
D. informative
30) _____________ is the key ingredient in marketing campaigns and consists of a diverse collection of short-term incentive tools designed to influence trial, purchase, and interests of consumers and wholesalers.
A. Advertising
B. Public relations
C. Sales promotion
D. Personal selling
1. What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing
2. The three guidelines for anticipating management reactions are (1) prior to the crisis during normal day-to day operations, (2) at the moment some event triggers the crisis, and (3) during the crisis situation that triggers the event. These guidelines are the stages for ________.
3.A social definition of marketing says
4. If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly line does this, the model is said to have high ________
5.Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?
6. What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities
7. Another basis for decision-making is referred to as ________.
8. Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart's strategy is best described as ________.overall cost leadership
9. _______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.
10.Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy
11.2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the technique of ________.
12. With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
13.Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.market partitioning
14. A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
15. Which of the following can induce a firm to expand into the international arena
16. The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place? Step 2 – developing the research plan
17. Which control should periodically reassess its approach to the marketplace with a good marketing audit
18. What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?
19. What are the four characteristics of a marketing audit?
20. A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.
21. New-to-the-world products are ________.
22. BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ________.
23. ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to launching a similar product. ABC has decided launch before their competition, this is called ________
24. Which of the following is a strategy that uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users?
25. The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda ________.
26. Which method identifies the effect sponsorship has on consumers brand knowledge?
27. Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
28. The effect of exposures on audience awareness depends on the following three factors:
29. A firm must know where to position its product based on price and ________.
30. What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?