1. In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to:
A. protect consumers from deceptive practices.
B. stimulate domestic demand.
C. reduce international competition.
D. promote social marketing.
E. institutionalize pull strategies.
2. The Ethical Decision-Making Framework includes all of the following steps EXCEPT:
A. identify issues.
B. promote the firm’s corporate social responsibility efforts.
C. gather information and identify stakeholders.
D. brainstorm and evaluate alternatives.
E. choose a course of action.
3. Marketers want their firms to develop efficient operations because this kind of efficiency:
A. usually leads to lower prices or greater pricing flexibility.
B. allows the firm to offer greater value to customers.
C. makes it easier to get the products customers want to them when they want them.
D. can lead to more attractive margins.
E. All of these
4. The centerpiece of the Marketing Environment Analysis Framework is:
A. green marketing.
B. corporate partners.
D. competitive intelligence.
5. _____________ advertising has the advantages of being highly targeted and offering opportunities for personalization.
C. Direct mail
6. Marketing traditionally has been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT:
7. Most “big box” retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to make:
A. impulse purchases.
B. limited problem solving decisions.
C. extended problem solving decisions.
D. ritual consumption purchases.
E. affective alternative decisions.
8. One of the reasons marketers use loyalty segmentation is:
A. the high cost of finding new customers.
B. government tax incentives for loyalty.
C. accounting difficulties associated with identifying new customers.
D. rapid population increases.
E. the failure of micromarketing as a workable strategy.
9. Matt was passionate about Abercrombie & Fitch. It was the only place he’d buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is part of:
A. social insistence.
B. brand loyalty.
E. brand extension.
10. By providing good customer service, firms __________ their products or services.
A. eliminate the communication gap for
B. add value to
C. reduce the zone of tolerance for
D. reduce the empowerment cost associated with
E. increase the perishability of
11. When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in:
A. corporate branding.
B. brand extension.
C. brand licensing.
D. brand association.
E. perceived value branding.
12. Edward, the leading salesperson for Harry’s Honda dealership, began hearing customers asking for hybrid automobiles several years ago.Edward alerted Harry, and Harry pre-ordered many Honda hybrids before they became available. In this case, the source of need recognition was:
A. trade show demonstrations.
B. ads in trade journals.
D. the Internet.
13. By the time BMW and Mercedes Benz entered the mini-SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the ______________ stage of the product life cycle.
14. Collecting information at the point of sale is a straightforward and inexpensive way to assess service quality, but this approach will NOT be useful if:
A. customers cannot assess service quality, as in the case of oil change or maintenance check.
B. decision-making managers do not get the results of the feedback.
C. the person who rendered poor service is the same person collecting the information.
D. customers are rushed and don’t take the time to assess the service.
E. All of these.
15. Ryan gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Ryan told the manager to always match the gasoline prices of the other store. Ryan is using a _____________________ pricing strategy.
A. maximizing profits
B. target profit
C. target return
D. status quo
16. At the break-even point:
A. costs are zero.
B. price is maximized.
C. profits are zero.
D. fixed costs are zero.
E. contribution per unit is zero.
17. For marketers to advertise a price as their ______________, the Better Business Bureau recommends that at least 50 percent of the sales of a product occur at that price.
A. fixed price
B. zone price
C. regular price
D. leader price
E. cost-based price
18. In the AIDA model:
A. advertising leads to interest, which hopefully leads to desire and then, action.
B. awareness leads to integration, which hopefully leads to desire and then, action.
C. awareness leads to interest, which hopefully leads to desire and then, action.
D. awareness leads to interest, which hopefully leads to desire and then, attention.
E. awareness leads to interest, which hopefully leads to determination and then, action.
19. A manufacturer of high-end products might consider selling products in a warehouse club if:
A. there are no high-end shopping centers within a 100-mile radius of the warehouse club.
B. the warehouse club has a good reputation.
C. the manufacturer is trying to increase market share.
D. the manufacturer overestimated demand or has a great deal of returned merchandise from other retailers.
E. the warehouse club wants to upgrade its image.
20. Because of the way _______________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.
A. department stores
B. off-price retailers
C. discount stores
D. downstream value stores
E. category specialist stores
21. The basic goal of integrated marketing communications is to:
A. communicate the value proposition to the target market.
B. create desire.
C. manipulate consumers.
D. outspend competitors.
E. tell the world about your company.
22. Brenda is working on an automated re-ordering system which will electronically re-order inventory for her shoe store as purchases are made.Brenda is working on a supply chain management system that will:
A. provide products at the right time.
B. provide products at the right locations.
C. provide the right quantities.
D. minimize system-wide costs.
E. all of these.
23. The sender of an integrated marketing communication:
A. must work with the advertising specialists to ensure all recipients interpret the message accurately.
B. can assess the manner in which receivers interpret the message through gross rating points.
C. has little control over what meaning any individual receiver will take from the message.
D. controls the meaning all receivers take from the message.
E. generally uses a rule-of-thumb interpretation index.
24. When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft’s:
A. niche buy.
B. advertising plan.
C. media mix.
D. track testing.
E. supply chain messaging.
25. _________________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.
A. Organizational buying
B. Cold calling
C. Psychographic selling
D. Relationship selling
E. Sales management