CHAP 1

1. The term marketing refers to:

A. a new product concepts and improvements
B. selling
C. advertising and promotion activities
D. a philosophy that stresses the customer satisfaction
2. _____ is defined as the relationship between benefits and the sacrifice
necessary to obtain those benefits.
A. Opportunity cost
B. Marketing utility
C. Market quality
D. Customer value
3. What is the first stage of the marketing research process?
A. recognition of a marketing management problem
B. writing the research brief
C. design of secondary research
D. design of primary research
4. The products or market offering bought by consumers for personal
consumption are classified as:
A. augmented product
B. consumer products
C. industrial product
D. intangible services
5. Potbelly Sandwich Shops use paper bags to hold customers'
sandwiches. What type of industrial product is the bag?
A. Raw materials
B. Manufactured materials and parts
C. Capital items
D. Supplies and services
6. ________ is the act of obtaining a desired object from someone by
offering something in return:
A. Valuation
B. Exchange
C. Donation
D. Market offering
7. A(n) ________ is the set of actual and potential buyers of a product or
service
A. audience
B. subsidiary
C. control group
D. market
8. The art and science of choosing target markets and building profitable
relationships with them is called ________.
A. positioning
B. marketing mix
C. marketing management
D. differentiation
9. When marketers set low expectations for a market offering, they run the
risk of:
A. failing to attract enough customers
B. failing to understand their customers' needs
C. incorrectly identifying a target market
D. having to use an outside-in rather than an inside-out perspective
10. Selecting which segments of a population to serve is called:
A. market segmentation
B. customization
C. positioning
D. target marketing
11. Which of the following refers to a set of benefits that a company
promises to deliver to customers to satisfy their needs?
A. value proposition
B. marketing mix
C. market segmentation
D. customer lock-in
12. Which of the following marketing management orientations focuses
primarily on improving efficiencies along the supply chain?
A. marketing concept
B. product concept
C. societal marketing concept
D. production concept
13. Which of the following is the aim of the product concept?
A. improve the marketing of a firm's best product
B. focus on the target market and make products that meet those customers'
demands
C. ensure that product promotion has the highest priority
D. focus on making continuous product improvements
14. Which of the following marketing orientations calls for aggressive
promotional efforts and focuses on creating transactions rather than long
term customer relationships?
A. the production concept
B. the product concept
C. the societal marketing concept
D. the selling concept
15. Which of the following uses a customer-centered "sense-and-respond"
philosophy rather than a product-centered "make-and-sell" philosophy?
A. the inside-out perspective
B. marketing myopia
C. market segmentation
D. the marketing concept
16. Some fast-food restaurants offer tasty and convenient food at
affordable prices, but in doing so they contribute to anational obesity
epidemic and environmental problems. These fast-food restaurants
overlook the ________ philosophy.
A. production concept
B. product concept
C. societal marketing concept
D. marketing concept
17. How is marketing defined in the context of change in the marketing
landscape?
A. The process of directing and managing activities related to the creation,
delivery and exchange of value for customers.
B. The process of enhancing the production of goods and services
C. The process of optimizing profitability by reducing production costs
D. The process of changing the environment
18. What changes the marketing landscape?
A. The development of information technology and social networks
B. Changes in customer needs and wishes
C. Both are right
D. Changes in the natural environment
19. A company that wants to use social media to reach its customers. What
is an effective strategy?
A. Create unique content and share it on popular social media platforms like
Facebook, Instagram and Twitter.
B. Send daily promotional emails to a customer's email list
C. Create an independent website to promote products
D. Spread the leaflet
20. How the marketing context affects customer relationships?
A. It helps the business better understand the needs and wishes of the
customers
B. It's not expensive and has no business value
C. It does not affect the relationship with the customer
D. It has little effect on business-to-customer relationships
CHAP 2
1.How many steps in strategic planning?
a. 3
b. 4
c. 5
d. 6
2. SBU ‘stars’ in the BCG growth-share matrix account for:
a.low-growth market, low-shared product
b.low-growth market, high-shared product
c.high-growth market, high-shared product
d.high-growth market, low-shared product
3. Demographic segmentation divides the market into groups based on
variables such as:
a.age, life-cycle stage, gender, income
b.nations, regions, states, neighborhoods
c.social class, lifestyle, personality
d.occasions, benefits, user status, loyalty status
4. Requirements for effective segmentation:
a.measurable, accessible
b.actionable, substantial
c.differentiable
d.All are correct
5.The set of controllable, tactical marketing tools—product, price, place, and
promotion—that the firm blends to produce the response it wants in the target
market is
a.Marketing mix
b.Marketing targeting
c.Marketing positioning
d.Marketing strategy
6. What is the first step of marketing management?
a.Planning
b.Control
c.Analysis
d.Implementation
7. Psychographic segmentation divides a market into different segments based
on
a.Social class
b.Lifestyle
c.Personality characteristics
d.All are correct
8. Individual marketing involves tailoring products and marketing programs to the
needs and preferences of individual customers. Also known as:
a.One-to-one marketing
b.Mass customization
c.Concentrated marketing
d.A and B are correct
9.Which of the following is NOT a characteristic of strategic planning?
a. It is a process of developing and maintaining a strategic fit between the
organization's goals and capabilities and its changing market opportunities.
b. It sets the stage for the rest of the planning in the firm.
c. It is typically done on a yearly basis.
d. It is a long-range plan that helps an organization achieve its goals.
10. Product development involves offering modified or … products to …
markets.
a. new, current
b. current, current
c. current, new
d. new, new
CHAP 3
1. Which of the following terms is used to describe the factors and forces
outside marketing that affect marketing management's ability to build and
maintain successful relationships with target customers?
A) the marketing environment
B) the cultural environment
C) strategic planning
D) target markets
2. Which of the following is NOT a type of factor in a company's
macroenvironment?
A) demographic
B) economic
C) technological
D) competitive
3. All of the groups within a company are called the ________.
A) culture
B) diversity
C) internal environment
D) climate
4. A ________ is defined as any group that has an actual or potential
interest in, or impact on, an organization's ability to achieve its objectives.
A) team
B) competitor
C) market
D) public
5. Workers, managers, and members of the board are all part of a
company's.......... public
A) general
B) internal
C) local
D) intermediary
6. A company's marketing decisions may be questioned by consumer
organizations,environmental groups, minority groups, and others. These
organizations and groups are alsoknown as ________
A) media publics
B) marketing intermediaries
C) customers
D) citizen-action publics
7.Which of the following groups influences the company's ability to obtain
funds?
A) financial publics
B) local publics
C) general publics
D) citizen-action publics
8. ________ markets buy goods and services for further processing.
A) Business
B) Reseller
C) Wholesale
D) Consumer
9. Which of the following is a component of a firm's microenvironment?
A) customer demographics
B) economic recessions
C) population shifts
D) marketing intermediaries
10. Which is NOT part of the company environment that influences
marketing decisions?
A) accounting
B) engineering
C) manufacturing
D) retailers
CHAP 4
1. What is competitive marketing intelligence?
A. A strategy to gather information about competitors' marketing activities and
analyze it to gain a competitive advantage
B. A technique for promoting products in competitive markets through
aggressive advertising
C. A method for measuring customer satisfaction in comparison to
competitors' products
D. A process of creating innovative marketing campaigns to outperform
competitors
2. What does a marketing information system (MIS) entail?
A. A framework solely focused on product development
B. A set of tools for conducting market research
C. People and procedures for assessing information needs, developing
necessary information, and aiding decision-makers in utilizing it to
generate and validate actionable customer and market insights
D. A system designed exclusively for advertising purposes
3. What is internal data in the context of marketing?
A. Data collected from external sources outside the company network
B. Data obtained from consumer surveys conducted by third-party agencies
C. Electronic collections of consumer and market information sourced from
within the company network
D. Information gathered from competitors’ marketing campaigns
4. Competitive marketing intelligence focuses on collecting and analyzing
information about:
A. Internal company data only
B. Consumers, competitors, and market developments
C. Social media trends exclusively
D. A company’s annual reports
5. Social media plays a role in competitive marketing intelligence because
it allows companies to:
A. Track competitor websites more easily
B. Gain insights into consumer opinions and needs
C. Analyze internal company data
D. Identify potential ethical issues
6. Companies can protect their own competitive intelligence by:
A. Increasing their social media presence.
B. Limiting the information shared publicly.
C. Encouraging open communication with competitors.
D. Investing heavily in data encryption software
7. What is the primary focus of marketing research?
A. Brainstorming creative marketing ideas.
B. Designing and developing new products.
C. Systematically gathering data to inform marketing decisions.
D. Implementing marketing campaigns
8. Marketing research involves all of the following EXCEPT:
A. Defining a specific research question
B. Collecting data through surveys or interviews
C. Analyzing data to identify trends and patterns
D. Creating the marketing campaign materials
9. Which of the following is NOT a disadvantage of observational research
for primary data collection?
A. It can be difficult to observe some behaviors
B. It can be challenging to interpret the observations made
C. Observational research can provide information people are unable or
unwilling to share
D. Long-term or infrequent behaviors are not easily captured through
observation
10. The most widely used method for primary data collection is:
A. Survey research
B. Ethnographic research
C. Experimental research
D. Observational research
11. What is the major advantage of survey research?
A. Cost-effectiveness
B. Precision in data collection
C. Flexibility
D. Control over variables
12. Which type of personal interviewing involves talking with people one
on-one?
A. Group interviewing
B. Focus group interviewing
C. Individual interviewing
D. Moderator interviewing
13. What is a major ethical concern associated with online marketing
research?
A. Lower response rates
B. Difficulty in controlling the sample
C. Consumer privacy
D. Higher cost compared to traditional methods
14. Which type of sample includes all members of the population having an
equal chance of being selected?
A. Probability sample
B. Nonprobability sample
C. Convenience sample
D. Quota sample
15. What challenge do researchers face when interpreting neuromarketing
data?
A. Lack of consumer engagement
B. Difficulty in data collection
C. Complexity in interpretation
D. Limited applicability to marketing campaigns
16. What do companies use to allow key customers and value-network
members access to account and product information?
A. Company intranet
B. Customer Relationship Management (CRM)
C. Extranets
D. Data warehouses
17. One of the international marketing research is:
A. Research and identify the needs and wishes of foreign customers
B. Find and best satisfy the needs of foreign consumers
C. The flow of goods and services from producers to consumers abroad
D. Maximize profits by doing business abroad
18. What contributed to the emergence of international marketing:
A. Internationalization
B. The process of globalization
C. Both a and b
D. a or b
19. For American students, the marketing strategy of Vietnamese in the US
market is:
A. Foreign Marketing
B. International Marketing
C. Multinational Marketing
D. Global Marketing
20. What is the process of collecting documentation and information on the
market, comparing and analyzing that information, drawing conclusions
about market volatility?
A. Public Policy and Ethics in Marketing Research
B. International Marketing Research
C. Small business and non-profit marketing research
D. Direct marketing studies
CHAP 5
1_______ is never simple, yet understanding it is the essential task of marketing
management.
A. Brand personality
B. Consumption pioneering
C. Early adoption
D. Buying behavior
2_______ is the most basic cause of a person's wants and behavior
A. Culture
B. Brand personality
C. Social class
D. Selective perception
3 What is one way that social class is not measured?
A. education
B. income
C. number of children in the family
D. wealth
4 Facebook and Second Life are both examples of _______.
A. buzz markets
B. opinion leaders
C. social networks
D. early adopters
5 A _______ is a need that is sufficiently pressing to direct a person to seek
satisfaction.
A. stimulus
B. culture
C. motive
D. tradition
6 Maslow's theory is that _____ can be arranged in a hierarchy.
A. stimuli
B. perceptions
C. human needs
D. decisions
7 ________ describes changes in an individual’s behavior arising from
experience.
A. Learning
B. Perception
C. Cognitive dissonance
D. Attitude shift
8 The consumer market is made up of which of the following?
A. individuals who acquire goods or services for personal consumption
B. households that purchase goods or services for personal consumption
C. businesses that purchase goods and services
D. A and B
9 _______ are subtle stimuli that determine where, when, and how a person
responds to an idea.
A. Cues
B. Drives
C. Reinforcers
D. Impulses
10 A(n) ______ is a descriptive thought that a person has about something.
A. lifestyle
B. motive
C. belief
D. attitude
CHAP 7
1. Geographic segmentation divides a market into different segments based
on
a. Nations, regions, states, age, cities, neighborhoods
b. Nations, regions, states, counties, cities, neighborhoods
c. Nations, social class, states, counties, cities, neighborhoods
d. Nations, regions, states, counties, cities, benefits
2. Behavioral segmentation divides a market into different segments based on
a. Occasions, benefits, user status, usage rate, loyalty status
b. Occasions, benefits, user status, usage rate, age
c. Occasions, nations, user status, usage rate, loyalty status
d. Occasions, benefits, personality, usage rate, loyalty status
3. Which of the following involves adapting a firm to take advantage of
opportunities in its constantly changing environment?
a. Long-range planning
b. Short-range planning
c. Media planning
d. Strategic planning
4. Which is the 1st step in strategic planning?
a. Set objectives and goals
b. Define company mission
c. Plan marketing strategies
d. Not are correct
5. ________ should be market oriented and defined in terms of _______.
a. Strategic planning; customer preferences.
b. Short-range planning; company needs.
c. Mission statements; customer needs.
d. Media planning; societies.
6. The BCG growth - share matrix includes ….. types of SBUs:
a. 3
b. 4
c. 5
d. 6
7.Rising consumers awareness of a product, produces sales, and market brand
reliability is:
a.location
b.promotion
c.product
d.decision
8. Which of the following is considered the market objective:
a.invest in research
b.increase promotion
c.improve profits
d.build profitable customer relationship
9. How many major segmentation variables for consumer market:
a.5
b.4
c.3
d.2
10. Psychographic segmentation divides a market into different segments based
on:
a.income, education, religion, generation
b.consumer knowledge, attitudes, uses of product and response to a product
c.age, life-cycle stage, gender
d.social class, personality characteristic
CHAP 8
Question 1:________ are a form of product that consists of activities, benefits,
or satisfactions offered for sale that are essentially intangible and do not result in
the ownership of anything.
A.Line extensions
B.Services
C.Brands
D.Consumer products
Question 2: ________ consists of activities undertaken to create, maintain, or
change attitudes toward
particular people.
A. Corporate image marketing
B. Person marketing
C. Social marketing
D. Organization marketing
Question 3: Public health campaigns to reduce alcoholism, drug abuse,
smoking, and obesity are all examples of ________.
A. speciality products
B. social marketing
C. shopping products
D.responsibility marketing
Question 4: What are the two dimensions of product quality?
A. consistency and level.
B. performance and resistance.
C. design and innovation.
D. conformance and style.
Question 5: How many levels of Product and Services?
A. 2
B. 3
C. 5
D. 1
Question 6: Fill in the blank:
Consumer products are products and services bought by
personal consumption.
A. First
B. Second
C. Third
D. Final
Question 7: What are Consumer products conclude?
consumers for
A. Convenience products, Shopping products, Speciality products, Sought
products.
B. Convenience products, Shopping products, Specific products, Sought
products.
C. Convenience products, Shopping products, Speciality products, Sought
products.
D. Inconvenience products, Shopping products, Speciality products, Sought
products.
Question 8: A
is a name, term, sign, symbol, or design, or a
combination of these, that identifies the maker or seller of a product or service.
A. Packaging
B. Brand
C. Label
D.Logo
Question 9: Product line
present range of the line.
A. length
B. stretching
C. filling
involves adding more items within the
D. drawing
Question 10: How many dimensions a company’s product mix has?
A. 1
B. 3
C. 5
D. 4
CHAP 9
1. New product development starts with ________
A) idea generation
B) idea screening
C) concept development
D) concept testing
2. Product improvements, product modifications, and original products can
all be classified as_____
A) pioneer products
B) new products
C) product concepts
D) product ideas
3. Which of the following is NOT a stage in the product life cycle?
a) Introduction
b) Growth
c) Decline
d) Saturation
4. During which stage of the product life cycle do sales typically peak?
a) Introduction
b) Growth
c) Maturity
d) Decline
5. Which stage of the product life cycle is characterized by a rapid increase
in sales and profits as more customers become aware of the product?
a) Introduction
b) Growth
c) Maturity
d) Decline
6. Which of the following is NOT a common strategy during the decline
stage of the product life cycle?
a) Harvesting
b) Diversification
c) Divestment
d) Liquidation
7. Which of the following is a stage in the new-product development
process?
a) Market introduction
b) Market growth
c) Market saturation
d) Market decline
8. Which of the following is NOT a characteristic of the introduction stage
of the product life cycle?
a) High promotion expenses
b) Low sales volume
c) Limited distribution
d) Rapid market acceptance
9. What is the primary goal of the growth stage of the product life cycle?
a) Maximize market share
b) Maximize profits
c) Maintain brand loyalty
d) Reduce production costs
10. In the product development stage of new-product development, what is
typically created?
a) Prototypes
b) Marketing plans
c) Distribution channels
d) Market testing strategies
CHAP 10
1. .....refers to the amount of money charged for a product or service.
A) Value
B) Salary
C) Price
D) Wage
2).....is the only element in the marketing mix that produces revenue.
A) Price
B) Product
C) Place
D) Fixed cost
3) Which of the following is true with regard to price?
A) Historically, price has had the least perceptible impact on buyer choice.
B) Price is the least flexible element in the marketing mix.
C) Unlike product features and channel commitments, prices cannot be changed
quickly.
D) Price is the sum of all the values that customers give up to gain the benefits of
having a product.
4) Price is important to managers.....
A) because prices cannot be changed quickly, so must be correctly determined
B) because a small percentage improvement in price can generate a large
percentage increase inprofitability
C) but other marketing mix elements create customer value and build
relationships
D) but product features can be changed more quickly
5) What sets the ceiling for product prices?
A) product manufacturing costs
B) sellers' perceptions of the product's value
C) customer perceptions of the product's value
D) variable costs
6) What sets the floor for product prices?
A) consumer perceptions of the product's value
B) product costs
C) competitors' strategies
D) advertising budgets
7) Effective ........ pricing involves understanding how much value
consumers place on the benefits they receive from the product and setting
a price that captures that value.
A) competition-oriented
B) cost-based
C) time-based
D) customer-oriented
8).....pricing uses buyer's preception of value as the key to pricing
A) Customer value-based
B) Target return
C) Time-based
D) Markup
9) Factors a company considers in setting its price include all of the
following EXCEPT
A) competitors strategies and prices
B) product costs
C) overall marketing strategy and mix
D) natue of the moduct and demer-owned market
10) What is usually the first step in cost-based pricing?
A) testing the product concept with potential customers
B) determining the marketing mix strategy
C) setting a price that covers costs plus a target profit
D) designing a good product
CHAP 11
Question 1: Of the following, which statement would NOT support a market
skimming policy for a new product?
A. The product's quality and image support its higher price.
B. Enough buyers want the products at that price.
C. Competitors are not able to undercut the high price.
D. Competitors can enter the market easily.
Question 2: Many producers who use captive-product pricing set the price of the
main product ________ and set ________ on the supplies necessary to use the
product.
A. low; low markups
B. high; low markups
C. low; high markups
D. high; high markups
Question 3: By definition, this type of pricing is used when a firm sells a product
or service at two or more prices, even though the difference in price is not based on
differences in cost.
A. segmented pricing
B. variable pricing
C. flexible pricing
D. cost-plus pricing
Question 4: Which of the following conditions should exist for segmented pricing
to be an effective strategy?
A. The market must be able to be segmented.
B. The segments must show different degrees of demand.
C. Competitors can't undersell in the segment being charged the higher price.
D. All of the above.
Question 5: Companies that set a low price for a new product in order to attract a
large number of buyers and a large market share are using the ________ strategy.
A. market-skimming pricing
B. market-penetration pricing
C. cost-plus pricing
D. inclusive pricing
Question 6 :Companies facing the challenge of setting prices for the first time can
choose between two broad strategies: market-penetration pricing and ________
pricing.
A. comparative
B. competitive
C. market-skimming
D. market-segmentation
Question 7: Which of the following is true of market-penetration pricing?
A. It should be used when the product's quality and image support a high price.
B. It involves setting a high price for a new product to appeal to the elite in society.
C. It results in drawing in large numbers of buyers quickly, winning a large
market share.
D. It is best used in conjunction with a market-skimming pricing strategy
Question 8: When a company sets a high price for a new product with the
intention of reducing the price in the future, it is using the ________ pricing
strategy.
A. market-skimming
B. cost-plus
C. market-segmentation
D. market-penetration
Question 9: A company sets not a single price, but rather a ________ that covers
different items in its line that change over time as products move through their life
cycles.
A. pricing by-product
B. pricing structure
C. pricing loop
D. pricing cycle
Question 10: A marketer must be familiar with the five major product mix pricing
situations. Which of the following is NOT one of them?
A. product line pricing
B. optional-product pricing
C. captive-product pricing
D. unbundled product pricing
Question 11: A challenge for management in product line pricing is to decide on
the price steps between the ________.
A. various products in a line
B. product mixes
C. product groupings
D. product lines
Question 12: Companies usually develop ________ rather than single products.
A. product families
B. product lines
C. product groupings
D. product brands
CHAP 12
1. Which of the following is included in a supply chain?
A. Upstream partners only.
B. Downstream partners only.
C. Both upstream and downstream partners.
D. Upstream, downstream, and intermediary partners.
2. Which of the following statements is TRUE about a channel level in
marketing?
A. It refers to the total number of products a company offers.
B. It describes the price at which the product is sold to the final customer.
C. It represents a layer of intermediaries in getting the product to the final buyers.
D. It defines the specific advertising channels used to promote the product.
3. Which of the following statements about marketing channels is FALSE?
A. A direct marketing channel has no intermediary levels.
B. The number of intermediary levels determines the length of a channel, with
more levels indicating a longer channel.
C. An indirect marketing channel always contains at least one intermediary.
D. A channel level represents a layer of intermediaries in getting the product to the
final buyers.
4. Which of the following describes the horizontal conflict?
A. It occurs between manufacturers and wholesalers.
B. It occurs between wholesalers and retailers.
C. It occurs between manufacturers and consumers.
D. It occurs between retailers at the same level.
5. Which of the following statements best describes a conventional
distribution channel?
A. It is a coordinated system managed by a single entity that includes production,
wholesaling, and retailing all under one roof, focusing on system-wide efficiency.
B. It consists solely of direct sales from producers to consumers, eliminating the
need for any intermediaries.
C. It consists of one or more independent producers, wholesalers, and retailers,
each seeking to maximize its own profits, sometimes even at the expense of the
system as a whole.
D. It is a government-regulated system where prices and profits are set to maintain
equality and prevent any entity from maximizing profits at the expense of others.
6. In horizontal marketing systems, what is the primary motivation for
companies to join forces?
a) Increasing competition within the same industry
b) Expanding marketing efforts to new customer segments
c) Reducing operational costs and increasing efficiency
d) Capitalizing on a new marketing opportunity
7. How many types of franchises are there?
a) 4
b) 2
c) 3
d) 5
8. What is the goal of logistics marketing?
a) Maximizing customer satisfaction regardless of cost.
b) Minimizing customer service while keeping costs low.
c) Providing targeted customer service at the least cost
d) Offering premium customer service at any expense.
9. How to build logistics partnerships?
a) By implementing cross-functional collaboration and forming joint teams
between companies.
b) By focusing solely on internal strategies and avoiding collaboration with
external partners.
c) By keeping projects isolated within individual companies to maintain control
over operations.
d) By prioritizing competition over cooperation with other companies in the
industry
10. What is piggyback multimodal transportation?
a) Piggyback is a combination of water and trucks
b) Piggyback is a combination of water and rail
c) Piggyback is a combination of air and trucks
d) Piggyback is a combination of rail and trucks
CHAP 13
1. Which category of retailer typically receives the highest frequency
of visits from shoppers?
A) Convenience stores
B) Department stores
C) Superstores
D) Supermarkets
2. Which of the following types of wholesalers do not take title to
goods or own inventory?
A) Merchant wholesalers
B) Agent wholesalers
C) Rack jobbers
D) Dropshippers
3. Which option is NOT among the primary categories of off-price
retailers?
A) Category killers
B) Factory outlets
C) Warehouse clubs
D) Independent stores
4. What is a common function of both retailers and wholesalers?
A) Selling products directly to consumers.
B) Selling products to other businesses for resale.
C) Producing goods for sale.
D) Conducting market research.
5. A retailer who carries a wide variety of product lines, each
operated as a separate department managed by specialist buyers or
merchandisers is known as a:
A) Specialty store
B) Discount store
C) Department store
D) Superstore
6. Among these options, which factor would retailers typically
prioritize as the most crucial for achieving success in retailing?
A) Competitive pricing
B) Pleasant ambiance
C) Supportive staff
D) Location
7. What is the term used to describe the integration of consumers,
products, prices, and retailers?
A) Retail conglomeration
B) Consumer convergence
C) Price merging
D) Retail convergence
8. Which category of retailers is most inclined to adopt an everyday
low pricing (EDLP) strategy?
A) Discount stores
B) Convenience stores
C) Category killers
D) Limited-service retailers
9. A(n) ________ brings buyers and sellers together and assists in
negotiations.
A) agent
B) broker
C) Dropshipper
D) wholesaler
10. Which of the following best describes the primary difference
between retailing and wholesaling?
A) Retailing involves selling products to businesses, while wholesaling
involves selling products to consumers.
B) Wholesaling involves selling products in small quantities, while retailing
involves selling products in bulk.
C) Retailing involves selling products directly to consumers, while
wholesaling involves selling products to businesses for resale.
D) Wholesaling involves selling products through physical stores, while
retailing involves selling products online.
1. D 2.D 3.A 4.B 5.C 6.D 7.D 8.A 9.B 10.C
CHAP 14
1) A company's total marketing communications mix consists of a specific
blend of advertising, sales promotion, public relations, personal selling,
and direct-marketing tools that the company uses to communicate
customer value and build customer relationships. Which of the following
terms best describes this set of communications tools?
A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
Answer: C
2) ________ includes sales presentations, trade shows, and incentive
programs.
A) Direct and digital marketing
B) Sales promotion
C) Personal selling
D) Advertising
Answer: C
3) The use of short-term incentives to encourage the purchase or sale of a
product or service is
called ________.
A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
Answer: B
4) Which of the following promotion tools involves building up a good
corporate image and
handling unfavorable stories and events?
A) sales promotion
B) advertising
C) direct and digital marketing
D) public relations
Answer: D
5) Which of the following is the first step in developing an effective
integrated communications and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
Answer: B
6) Extel Inc., a home appliance manufacturer, uses sales representatives to
sell its products to wholesalers and individual customers. This is an
example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct and digital marketing
Answer: B
7) Which of the following is one of the four major communication
functions?
A) coordination
B) distribution
C) noise
D) response
Answer: D
8) Personal communications about a product between target buyers and
neighbors, friends, family members, associates, and other consumers, are
known as
A) personal selling
B) direct marketing
C) public relations
D) word-of-mouth influence
Answer: D
9) Today, most companies are adopting the concept of ________, which
carefully combines and coordinates the company's many communication
channels to deliver a clear, consistent, and compelling message about the
organization and its brands.
A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
Answer: A
10) The manufacturer of Crest toothpaste provides free samples of its
toothpaste to dentists and encourages them to distribute these samples to
their patients and to inform the patients about the advantages of using
Crest. The manufacturer of Crest toothpaste is using ________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
Answer: C
11) Which of the following is a specialized and highly targeted media
selection that an advertiser might use to reach smaller customer segments
with personalized content?
A) radio
B) magazines
C) newspapers
D) online social networks
Answer: D
12) Companies are doing less_and more __as a result of the explosive
developments in communication technologies to better target smaller
customer segments.
A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
Answer: D
13) Communication through a telephone call is considered a part of a(n)
communication channel.
A) online
B) nonverbal
C) personal
D) nonpersonal
Answer: C
14) Among the buyer-readiness stages, the first stage is
A) preference
B) knowledge
C) liking
D) awareness
Answer: D
15) ________ consists of strong short-term incentives that invite and
reward quick responses
from customers.
A) Public relations
B) Direct marketing
C) Advertising
D) Sales promotion
Answer: D
CHAP 15
1. What is the process of building good relationships with various
publics called?
A) Advertising
B) Marketing
C) Public relations
D) Branding
2. Which advertising objective aims to remind customers about the
product or service and encourage repeat purchases?
A) Informative
B) Persuasive
C) Comparative
D) Reminder
3. Which execution style showcases typical situations in which
consumers might use the product or service, making it relatable to
the target audience?
A) Fantasy
B) Slice of life
C) Lifestyle
D) Humor
4. In which execution style does the advertisement focus on the
target audience's aspirations, values, and lifestyle, associating the
product or service with these ideals?
A) Fantasy
B) Lifestyle
C) Testimonial
D) Musical
5. Which step after evaluating various media options based on
factors such as reach, frequency, and impact?
A) Setting advertising objectives
B) Selecting specific media vehicles
C) Developing media strategy
D) Establishing the advertising budget
6. How is return on advertising investment (ROI) calculated?
A) Total sales divided by total advertising costs
B) Total advertising costs divided by total sales
C) Total profits divided by total advertising costs
D) Total advertising costs divided by total profits
7. How does a public relations department contribute to government
relations?
A) Managing social media accounts
B) Writing and distributing press releases
C) Lobbying government officials and agencies
D) Conducting product demonstrations
8. What public relations tool involves organizing and hosting
activities such as fundraisers, charity events, or community service
projects to engage with local communities?
A) Sponsorships
B) Media kits
C) Press conferences
D) Public service activities
9. What tool is used by public relations professionals to organize and
conduct new conferences, press tours in order to reach and interest
target publics?
A) Speeches
B) Special events
C) Press conferences
D) Sponsorships
10. What strategy involves developing a single advertising campaign
that can be used across multiple countries without significant
modifications?
A) Localization
B) Globalization
C) Standardization
D) Adaptation
1. C 2.D 3.B 4.B 5.B 6.A 7.C 8.D 9.B 10.C
CHAP 16
1. Which of the following statements is FALSE about personal selling?
A. Personal selling is one of the oldest professions in the world.
B. Personal selling is the same as direct marketing.
C. Personal selling involves building relationships with customers.
D. Personal selling can be used to sell a wide range of products and
services.
Answer: B. Personal selling is the same as direct marketing.
2. Which of the following is NOT a role of a sales force?
A. Represent the company to customers
B. Represent customers to the company
C. Generate lead
D. Close sales
Answer: C. Generate lead.
3. Which of the following is NOT a characteristic of a territorial sales force
structure?
A. Each salesperson is assigned to an exclusive geographic area.
B. The organization defines each salesperson's job and fixes
accountability.
C. The organization increases the salesperson's desire to build local
customer relationships.
D. Salespeople are able to specialize in a particular product or service.
Answer: D. Salespeople are able to specialize in a particular product or service.
4. Which of the following is a disadvantage of the product sales force
structure?
A. It can lead to problems if a single large customer buys many different
company products.
B. It can be difficult to coordinate the sales efforts of different product
specialists.
C. It can be expensive to maintain a large sales force.
D. All of the above.
Answer: D. All of the above.
Sales Promotion
5. Which of the following is NOT a factor contributing to rapid growth of
sales promotion?
A. Product managers face greater pressures to increase their current sales.
B. The company faces more competition and competing brands are less
differentiated.
C. Consumers have become more deal oriented.
D. Rising effectiveness of traditional advertising methods
6. Sales promotions becomes less effective due to
A. Increased pressure on product managers to develop innovative products.
B. The growing use of sales promotion
C. Consumers becoming more brand loyal.
D. The growing availability of marketing tools.
7. Which of the following is NOT an objective of sales promotions aimed at
consumers?
A. To encourage immediate purchases
B. To build long-term customer loyalty
C. To provide discounts and coupons
D. To get retailers to stock more inventory
8. Which consumer promotion tool offers buyers a trial amount of a
product?
A. Coupons
B. Cash refunds
C. Premiums
D. Samples
9. Which consumer promotion tool provides savings off the regular price
of a product?
A. Coupons
B. Cash refunds
C. Price packs
D. Premiums
10. Who benefits from sales contests?
A. Customers
B. Managers
C. Salespeople or dealers
D. Suppliers
CHAP 18
1 Companies can identify their competitors from both ______ points of view.
A. industry and market
B. product and customer
C. location and product
D. product and strategy
2 Companies can identify competitors from one of two views: _________ .
A. engineering or producing
B. consumer or business
C. industry or market
D. unique or similar
3 From an industry point of view, Universal Pictures film studio might see its
competition as _____ .
A. West End theatre
B. Columbia Pictures
C. Tomorrowland
D. Summerfest
4 In the audio equipment industry, Philips and Sony belong to the same ____ .
A. target group
B. strategic group
C. experimental group
D. focus group
5 Benchmarking has become a powerful tool for increasing a company's
_______ .
A. mass appeal
B. employee training services
C. distribution channels
D. competitiveness
6 Which of the following are examples of close competitors?
A. Applebee's and Subway
B. Pizza Hut and Burger King
C. McDonald's and Taco Bell
D. McDonald's and Burger King
7 The competitive intelligence system continuously collects information from the
field through _______ .
A. government publications
B. online monitoring
C. speeches
D. market surveys
8 A company’s objectives indicate its satisfaction with its current situation and
______ .
A. its strength with its current management
B. in what areas it intends to develop further
C. how strong it is financially
D. its areas of concern, if any
9 A competitor analysis requires the assessment of all of the following EXCEPT
the competitors' ________.
A. objectives
B. organizational hierarchy
C. strategies
D. strengths and weaknesses
10 ________ involves first identifying and assessing competitors and then
selecting which competitors to attack or avoid.
A. Competitor analysis
B. Self-competition
C. Blue ocean strategy
D. Quantitative analysis
CHAP 19
1.Demographic characteristics, geographic characteristics, economic
factors, sociocultural factors, and political and legal factors all help a
company ________.
A) determine a market's potential
B) determine a country's degree of globalization
C) evaluate its marketing objectives
D) evaluate its value delivery network
Answer: A
2.Sellers might accept a ________, one whose removal from the country is
restricted by the buyer's government, if they can buy other goods in that country
that they need themselves or can sell elsewhere for a need currency.
A) blocked currency
B) counterpurchase
C) barter
D) buyback
Answer: A
3. A(n)_ serves to limit the amount of foreign exchange and the exchange
rate against
other currencies.
A) trade system
B) tariff
C) quota
D) exchange control
Answer: D
4.All of the following are methods of countertrade EXCEPT?
A) paying in the seller's currency without further obligation
B) bartering goods or services
C) counter purchasing
D) buyback
Answer: A
5. Several of the following factors might draw a company into the
international arena EXCEPT?
A) Global competitors might offer better products at lower prices domestically.
B) Managers are unsure of the effect of regulations and the political
environments of other
countries.
C) The company's customers may be expanding abroad.
D) Foreign markets present higher profit opportunities
Answer: C
6. The is a 60-year-old treaty designed to promote world trade by reducing
tariffs and other international trade barriers.
A) WTO
B) GATT
C) EU
D) NAFTA
Answer: B
7.Which of the following is an economic factor that a company should
consider before deciding to enter and international market?
A) population size and growth
B) natural resources
C) cultural and social norms
D) political stability
Answer: B
8. U.S. foreign policy makers have criticized China for protectionist
regulations and other actions that restrict access to several Chinese
markets, including banking services. This is an example of a(an) ...
A) nontariff trade barrier
B) tariff
C) boycott
D) exchange control
Answer: A
9. Sellers may eventually move into ________, whereby they handle their
own exports. The investment and risk are somewhat greater in this
strategy.
A) direct exporting
B) embargo
C) product adaptation
D) indirect exporting
Answer: A
10. Sony found that Japanese commuters had difficulty using standard
laptops on crowded rush-hour trains since standing commuters have no
laps. So it created the U as a "standing computer." The U includes a touch
screen and small keyboard that can be used while standing or on the move.
This is an example off________
A) straight product extension
B) product invention
C) dual adaptation
D) communication adaptation
Answer: B
11.A ________ gives the seller more presence and program control in the
foreign market and
often serves as a display center and customer service center.
A) straight product extension
B) sales branch
C) market-centered company
D) foreign licensing agreement
Answer: B
12.Lower costs in the form of cheaper labor or raw materials, foreign
government investment incentives, freight savings, and the opportunity to
improve the company image are all factors that would likely lead a
company to ________ in a foreign market.
A) use direct exporting
B) conduct management contracting
C) initiate joint ownerships
D) make a direct investment
Answer: D
13. Changing promotions for each local market is known as ________.
A) a straight extension
B) advertising depth
C) communication adaptation
D) product adaptation
Answer: C
14.The two major links between the seller and the final buyer of channels
between nations and channels within nations make up a ________
A) whole-channel view
B) direct-distribution channel
C) large-scale channel
D) transportation network
Answer: A
15. The global name for Microsoft's new operating system, Vista, runs out
to be a disparaging term for a grumpy old woman in Latvia. Microsoft must
adjust the name. This is an example of________
A) communication adaptation
B) standardized global marketing
C) straight product extension
D) product adaptation
Answer: A
CHAP 20
1. What is the primary focus of sustainable marketing?
A) Maximizing short-term profits
B) Meeting the needs of current generations while preserving or enhancing
the ability of future generations to meet their own needs
C) Exploiting natural resources for economic gain
D) Ignoring social and environmental impacts
2. What is the term for false or misleading statements made by
businesses to deceive consumers?
A) Ethical advertising
B) Transparent marketing
C) Deceptive practices
D) Responsible promotion
3. Which of the following best describes the focus of DFE?
A) Maximizing profits regardless of environmental impact
B) Minimizing resource consumption and waste in product design and
manufacturing
C) Exploiting natural resources for economic gain
D) Ignoring the ecological footprint of business activities
4. Deceptive practices are divided into three categories: deceptive
________, deceptive ________, and deceptive ________.
A) product; pricing; promotion
B) pricing; promotion; placement
C) pricing; promotion; packaging
D) packaging; product; promotion
5. What is "commercial noise" in the context of marketing?
A) The sound effects used in television commercials
B) Excessive advertising messages that clutter the media environment
C) The interference caused by radio waves during broadcasting
D) The background music played in retail stores
6. Which of the following contributes to the phenomenon of
"commercial noise"?
A) Targeted advertising tailored to specific consumer preferences
B) Limited competition in the marketplace
C) Excessive frequency and repetition of advertising messages
D) High-quality content that resonates with consumers
7. What is a common criticism leveled against Apple regarding
planned obsolescence?
A) Apple products have a short lifespan due to poor build quality
B) Apple prioritizes environmental sustainability over profit
C) Apple intentionally slows down older devices to encourage upgrades
D) Apple offers lifetime warranties on all its products
8. Why do some businesses employ high-pressure selling tactics?
A) To prioritize customer satisfaction and well-being
B) To build trust and long-term relationships with customers
C) To maximize short-term sales and profits at the expense of customer
experience
D) To encourage open communication and transparency in sales
interactions
9. How does marketing impact other businesses?
A) By increasing competition and driving down prices
B) By fostering collaboration and partnership opportunities
C) By prioritizing customer needs and satisfaction
D) By minimizing the role of branding and advertising
10. How does societal marketing differ from traditional marketing?
A) It disregards consumer needs and focuses solely on profit generation
B) It prioritizes social responsibility, consumers’ wants and interests, and
ethical practices over financial gain
C) It relies on deceptive tactics to manipulate consumer behavior
D) It promotes consumerism and materialistic values
1. B 2.C 3.B 4.C 5.B 6.C 7.C 8.C 9.A 10.B