Multiple-Choice
1. Central to any definition of marketing is _____.???????????????????
a. demand management b transactions
c. customer relationships d. making a sale
4. _____ is defined as a social and managerial process by which individuals and
groups obtain what they need and want through value creation.
a, Selling
b Advertising c. Barter
d. None of the above are correct
6. When backed by buying power, wants become _____. a. social needs
b. demands
c. physical needs d. self-esteem needs
8. _____ refers to sellers being preoccupied with their own products and losing
sight of underlying consumer needs.
a. Selling myopia b. Marketing c. Selling
d. Marketing myopia
13. All of the following phrases reflect the marketing concept, except which one?
a. We don‟t have a Marketing Department, we have a Customer Department.
b. We make it happen for you. c. We stay close to customers.
d. Putting profits ahead of customer needs is critical to the health of the firm.
24. The _____ is a useful philosophy in situations when the product‟s cost is too high
and marketers look for ways to bring it down.
a. selling concept b. product concept
c. production concept d. marketing concept
25. Henry Ford‟s philosophy was to perfect the Model T so that its cost could be
reduced further for increased consumer affordability. This reflects the _____.
a. product concept
b. marketing concept c. selling concept
d. production concept
32. Firms follow the _____ when they face overcapacity.
a. product concept b. selling concept
c. production concept d. marketing concept
34. Most firms follow the _____ philosophy, which holds that consumers will not buy enough of the firm‟s products unless it undertakes a large-scale selling and promotion effort.
a. product-orientation b. production-orientation c. marketing orientation d. selling orientation
37. The _____ starts with the factory, focusing upon the company‟s existing products; it calls for heavy selling and promotion to obtain profitable sales.
a. marketing concept b. production concept c. product concept d. selling concept
39. The set of marketing tools a firm uses to implement its marketing strategy is
called the _____.?????????????????????????? a. promotion mix b. product mix c. marketing mix d. TQM
57. Pooling resources with other firms in order to succeed beyond managing
the supply chain illustrates the _____ partnership.
a. management-contracting b. licensing
c. supply-chain management d. strategic alliance
60. Amazon.com leverages relationships with its 35 million customers by offering
them music, videos, gifts, toys, consumer electronics, office products, among other product items. Based on previous purchase history, the company recommends related CDs, books or videos that might be of interest. This helps Amazon.com capture a greater _____.
a. market share
b. customer-lifetime value c. share of customer d. profitability
67. The rapid pace of _____ has allowed companies to greatly expand their
geographical market coverage, purchasing, and manufacturing.
a. technology b. change
c. travel
d. Globalization
83. The _____ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer‟s and society‟s well being.
a. marketing concept b. selling concept c. product concept
d. societal-marketing concept
True/False
88. Selling is managing profitable customer relationships. T
89. Product, price, place and promotion make up the elements of a firm‟s marketing mix. T
91. The marketing process begins, continues, and ends with profits. F
96. Marketing offers include products, services, information, or experiences offered to a
market to satisfy a need or want. T
106. The production concept and product concept are two philosophies that can both
lead to marketing myopia F Chapter 3,4
Company and Marketing Strategy Multiple-Choice
1._____ is the task of selecting an overall company strategy for long-run survival and growth.
a. Strategic market planning b. Annual market planning c. Short-term planning
d. None of the above is correct
2. What is our business? Who is our customer? What do our customers value? What
should our business be? All these simple-sounding questions define a firm‟s _____.
a. objectives and goals b. mission statement c. business portfolio
d. marketing and functional strategies Answer: (b) Difficulty: (2) Page: 42
3. All of the following are accurate descriptions of a company‟s mission statement,
except which one?
a. Mission statement should be realistic. b. Mission statement should be broad.
c. Mission statement should fit the market environment.
d. Mission statements should be written for „public relations‟ purposes.
The purpose of _____ is to find ways in which the company can best use its strengths
to take advantage of attractive opportunities in the environment. e. a market
f. an SBU
g. strategic planning h. short-term planning
4. The BCG growth-share matrix classifies four types of SBUs. They are _____,
_____, _____ and _____.
a. product; price; place and promotion b. sales; market share; price and promotion c. stars; cash cows; question marks and dogs d. none of the above is correct
5. In the BCG approach, _____ are high share-high growth businesses or products.
They need heavy investment to finance rapid growth. When their growth slows down, they turn into _____. a. cash cows; stars
b. question marks; dogs c. stars; question marks d. stars; cash cows
6. Disney is identifying and developing new markets for its theme parks. Disney is
exploring possibilities for _____. a. market penetration市场渗透 b. market development c. Japan
d. product development
7. Jack Welch, GE‟s former CEO once told his employees: “Companies can‟t give job
security. Only _____ can!” a. CEOs
b. government c. customers d. all of the above
8. Evaluating the results of marketing strategies and plans and taking corrective action
to ensure that objectives are attained is called _____.p47 a. marketing control b. strategic control c. operating control d. none of the above
9. The marketing control process entails the following steps in order: setting goals,
_____, evaluating performance and _____. a. evaluating goals; measuring performance b. achieving goals; measuring performance
c. taking corrective action; measuring performance d. measuring performance; taking corrective action
10. Monsanto operates in many businesses, including pharmaceuticals and food
products. The company defines its _____ as creating “abundant food and a healthy environment.” a. objectives
b. goals
c. product portfolio d. mission
11. To increase its U.S. market share, Starbucks has stepped up efforts in the areas of product availability and promotion. These are examples of broad _____.？？？ a. marketing objectives b. marketing strategies c. marketing goals
d. none of the above is correct
12. McDonald‟s has traditionally been preoccupied with its current businesses and
how to keep them going. It has been accused of being complacent when it comes to opportunities in its constantly changing environment. _____ involves adapting McDonald's to capitalize upon opportunities in its constantly changing environment. a. Long-range planning b. Annual planning c. Strategic planning d. None of the above
13. Starbucks has introduced a debit card, which lets customers prepay for coffee and snacks. Starbucks management is considering whether the company can achieve
deeper _____.？？？？？？？？？？？？？？？？？ a. market development b. product development c. diversification d. market penetration
75. Under the _____ organizational format of marketing departments, different
marketing
activities are headed by a functional specialist. a. geographic
b. product management c. market management d. functional
81. In the Boston Consulting Group approach, _____ provide(s) a measure of market attractiveness.
a. relative market share b. SBUs c. cash cows
d. market growth rate True/False
86. According to the authors of your text, many managers think \"implementation\" is
as
important as or even more important than \"control.\" F
87. In the Boston Consulting Group approach, relative market share provides a
measure F of market attractiveness.
91. The first step in strategic planning is to define the company mission.F
99. Guided by marketing strategy, the company designs a marketing mix made up of factors under its control—product, price, place, and promotion. T
100. A company with limited resources might decide to serve all segments of a market.
F
101. Marketing mix is the set of uncontrollable, marketing tools that the firm can use to influence the demand for its product. ?/??????? F
103. Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in
these segments is called targeting. T Essay
116. Define strategic planning. Discuss the steps in strategic planning. Answer:
The process of developing and maintaining a strategic fit between the organization's
goals and capabilities and its changing marketing opportunities is called strategic market planning. At the outset, beginning at the corporate level, each company must define its overall purpose and mission. What is our business? Who is the customer? What do our customers value? Answers to these questions are crucial in writing a clear mission statement. Thus, mission statements need to be carefully defined in terms of customer needs. Missions should be realistic, motivating, and fit the market environment. Missions lead to setting business and marketing objectives/goals in the planning process. This is followed by decisions regarding what portfolio of businesses and products is best for the company and how much support to give each one. Next, each business and product develops detailed marketing and other functional strategies. In this step plans are drawn at the business unit, product and market levels in support of company wide plans.
2009 chapter5
The Marketing Environment
Multiple-Choice
1. Forces close to the company, including suppliers, marketing intermediaries, customer
markets, competitors, and publics make up a firm's _____. a. marketing environment b. macro environment c. microenvironment d. strategic window
2. Wholesalers and retailers are also known as _____.
a. marketing intermediaries b. resellers c. middlemen
d. all of the above
3. Manufacturers today do business with large _____ organizations such as Wal-Mart,
Target, Home Depot, Costco, and Best Buy. a. marketing service agency b. physical distribution c. financial service d. reseller
4. In marketing, _____ include banks, credit companies, and insurance firms, which help finance transactions or insure against the risks associated with the buying and selling of goods.
a. marketing services agencies b. physical distribution firms c. customers
d. financial intermediaries
5. _____ buy goods and services to resell at a profit.
a. Business markets b. Government markets c. Reseller markets d. Consumer markets
6. 3M runs a Pollution Prevention Pays program that helps prevent pollution at the
source -- in products and manufacturing processes. 3M's concern for the _____ environment has spawned such programs. a. political b. economic c. cultural d. natural
33. An external macro-environmental factor for Procter and Gamble (P&G) is the _____.
a. number of people working at the store b. financial condition of its competitors c. economic environment facing P&G d. location of distribution centers
36. The _____ is made up of institutions and other forces that affect a society's basic
values, perceptions, preferences, and behaviors. a. political environment b. cultural environment c. legal environment
technological environment
48. Given that the Hispanic segment of the U.S. population is the largest ethnic minority
today, multinationals like P&G are capitalizing on these changes. This reflects that P&G is interested in the study of the _____. a. technological environment b. political environment economic environment
demographic environment
54. All of the following are accurate descriptions of the major economic environmental
variables, except which one?
a. Marketers should be aware of the shortage of raw materials.自然环境 b. Cost-of-living increases affect spending patterns.
c. Interest-rate fluctuations affect home buying patterns.
d. Saving and borrowing patterns of consumers vary by income levels.
58. Wholesalers, online retailers, including Amazon.com and physical distribution firms,
make up a firm's _____. a. social environment b. macro environment c. customer market d. microenvironment
64. All of the following are trends in the natural environment, except which one?
a. Increased pollution is affecting the quality of the natural environment. b. Countries are uniform in their concern and efforts to promote a clean environment.
c. Concern for the natural environment has spawned the green movement. d. Multinationals are doing very little to protect the natural environment.
72. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of _____. a. federal regulation
b. ethics and social responsibility c. preservation of natural environment d. consumer privacy
74. Belief in marriage is a _____; believing that people should get married early in life is a _____.
a. secondary belief; core belief b. universal belief; primary belief c. core belief; secondary belief d. universal belief; core belief True/False
86. The microenvironment consists of actors close to the company that affect its
ability to serve its customers -- demographic, technological, natural, economic, political, and cultural forces. F
87. Wal-Mart works closely with its suppliers, engendering good partnership
relationship management, resulting in success for Wal-Mart, suppliers and,
ultimately, its customers. F
88. Government markets are made up of government agencies that buy goods and
services to produce public services or transfer the goods and services to others who
need them. T
89. The study of human populations in terms of size, density, location, age, gender,
race, occupation, and other statistics is called demography. T
Chapter 6
Consumer and Business Buyer Behavior
Multiple-Choice
1. _____ refers to the behavior of individuals and households who buy goods and services for personal consumption. Business buying behavior Consumer buying behavior Culture Subculture
2. _____ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. a. Social classes
b. Reference groups c. Cultural groups d. Families
3. _____ serve(s) as a standard for self-evaluation in forming a person's attitudes or behaviors.
Social class
Reference groups Culture Subculture
4. _____ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. Self-Concept Perception Self-image Personality
5. _____ describes changes in behavior arising from experiences.
Perception Personality
Learning Self-concept
6. _____ describe(s) a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. Attitudes Motives Personality Perception
7. All of the following are accurate descriptions of the business market, except which one?
Business markets are geographically concentrated. Business demand is derived demand.
Business marketers deal with far more and smaller buyers than the consumer marketer does.
Business buying usually involves a team-based decision and a more complex buying situation than consumer buying decisions.
8. All of the following statements are accurate descriptions of post-purchase behavior, except which one?
If a product fall short of expectations, the consumer is disappointed. If a product meets expectations, the consumer is satisfied. If a product exceeds expectations, the consumer is delighted.
Very few major purchases result in post-purchase conflict or cognitive dissonance.
9. All of the following are accurate descriptions of the buyer decision process, except which one?
The buying process starts with need recognition.
A need can be triggered by internal or external stimuli
Personal sources, commercial sources, public sources and experiential sources are places where consumers can obtain information.
The most effective sources tend to be those controlled by the marketer.
10. All of the following activities are examples of business buying behavior, except which one?
General Mills, maker of Cheerios and Betty Crocker cake mixes, sells its products to wholesalers and retailers.
P&G, maker of Ivory soap, Head and Shoulders shampoo and Folgers coffee, sells directly to wholesalers.
A nurse brings home a sample of a prescription drug to treat her son. Intel sells the Pentium 4 microprocessor to Dell computers.
11. Starbucks sells an \"experience\" creating an environment in which people can relax and socialize over a cup of steaming coffee. This example illustrates that Starbucks is using _____ such as sociability to target heavy coffee drinkers. self-concept profiles personality traits motivational factors psychological factors
12. All of the following are accurate descriptions of attitudes, except which one?
Attitudes are difficult to change.
A person's attitudes fits into a pattern; to change one attitude may require difficult adjustments in many others.
A company should usually try to fit its products into existing attitudes rather than attempt to change attitudes.
Attitudes describe a person's relatively inconsistent evaluations, feelings, and tendencies toward an object or idea.
True/False
13. When doing business in a foreign country and a foreign culture, particularly a non-western culture, assume nothing.
14. A subculture refers to groups of people with shared value systems based on common life experiences and situations.
15. Achievement and success, activity and involvement, efficiency and practicality are basic American cultural values.
16. People within a social class tend to exhibit similar buying behavior.
100. When a college basketball player wishes to belong to the Los Angeles Lakers‟ professional team, he is being influenced by the membership group.
103. Non-traditional family life-cycle stages include unmarried couples, singles marrying later in life, childless couples, single parents, and others.
105. People coming from the same subculture, social class, and occupation may have similar lifestyles.
111. Biological needs arise from states of tension such as need for recognition, esteem, or belonging.
113. A motive is a need that is sufficiently pressing to direct the person to seek satisfaction.
Chapter 6
Segmentation, Targeting, and Positioning:
Multiple-Choice
1. _____ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. Target marketing
Market segmentation Positioning
None of the above is correct
2. _____ is setting the competitive positioning for the product and creating a detailed marketing mix.
Target marketing Market segmentation Market Positioning Micromarketing
3. _____ calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods.前面有一题应该是对的 a. Target marketing b. Market segmentation
c. Geographic segmentation d. Demographic segmentation
4. _____ divides buyers into different groups based on social class, lifestyle, or personality characteristics.
Demographic segmentation Geographic segmentation Psychographic segmentation Behavioral segmentation
5. Most companies are moving away from mass marketing and toward _____.
market segmentation targeting
macromarketing
both a and b are correct
6. Orange juice is most often consumed at breakfast, but orange growers have promoted drinking orange juice as a cool and refreshing drink at other times of the day. Firms using _____ can build up product usage. occasion segmentation benefits sought user status usage rate
7. In evaluating different market segments, firms look at factor(s), namely _____:
segment size and growth
segment structural attractiveness company objectives and resources all of the above are correct
8. _____ is the process through which firms interact one-to-one with masses of customers to design products and services tailor made to individual needs. Mass marketing Micromarketing Web marketing
Mass customization
9. A product's _____ is the place the product occupies in consumers‟ minds relative to competing products. distribution position
life-cycle stage location
10. BankOne operates full-service branches in supermarkets to provide location convenience along with Saturday, Sunday, and weekday-evening hours. BankOne uses _____.
product differentiation channel differentiation image differentiation service differentiation
11. Through _____, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. target marketing
market segmentation market positioning intuition
12. P&G markets several brands of detergents instead of concentrating its resources on a single leading brand. P&G has discovered there are segments of laundry detergent buyers, and each segment seeks a special combination of benefits. The segments represent the _____ for the different P&G brands. a. demographic user b. target market c. business user d. middleman True-False
13. People in the same demographic group can have very different psychographic makeups. F
14. Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called market positioning. F
105. Many companies start as nichers to get a foothold against larger, more resourceful
competitors, then grow into broader competitors. T Answer: (True) Difficulty: (2) Page: 201
115. Positioning involves implanting the brand's unique benefits and differentiation in customer's minds. T
Chapter 8
Product and Branding Strategy
Multiple-Choice
1. A Sony DVD player, a Ford Taurus, a Costa Rican vacation, a Caffe Mocha at Starbucks,
Fidelity online investment services, and advice from your family doctor-all these brand names are examples of _____. services products icons ideas
2. Today, as products and services become more and more _____, many companies are moving to
a new level in creating value for their customers. complex high-tech commoditized expensive
3. When developing products, marketers first must identify the _____ consumer needs the product will satisfy. They must design the actual product and find ways to augment it in order to create the bundle of benefits that will provide the most satisfying customer experience. a. actual b. core c. basic
d. augmented
4. The _____ of the dramatic iMac helped reestablish Apple as a legitimate contender in the PC
industry. cost price design
one-button Internet access
5. A _____ consists of all the product lines and items that a particular seller offers for sale.
product line product mix brand
product strategy
6. Procter and Gamble's product lines are _____ insofar as they are consumer products that go
through the same distribution channels. inconsistent wide deep
consistent
59. A brand created and owned by a reseller of a product or service is called a _____.
manufacturer brand private brand generic brand licensed brand
60. A _____ involves the use of a successful brand name to launch new or modified products in a
new category.
brand extension line extension license slotting fee
61.All of the following are benefits of multibranding, except which one? Each brand might obtain only a small market share, and none may be very profitable. Firms set up flanker and fighter brands to protect their major brands.
Multibranding offers a way to establish different features and appeal to different buying motives.
It allows a company to lock up more shelf space. True/False
61. Broadly defined, products include tangible goods only.
62. Today, as products and services become more commoditized, many companies are creating
less value for their customers.
63. At the most basic level of the product is the actual product, which addresses the question,
\"What is the buyer really buying?\"
64. Business products include convenience products, shopping products, specialty products, and
unsought goods.
65. The three groups of industrial products and services include the core benefit, actual product
and augmented product.
Chapter 8
Product Life-Cycle Strategies
Multiple-Choice
2. _____ begins when the company finds and develops a new-product idea. During product
development, sales are zero and the company's investment costs mount.
a. Introduction b. Growth c. Maturity
d. Product development
3. _____ is a period of market acceptance and increasing profits.
a. Product development b. Maturity c. Growth d. Introduction
4. _____is the period when sales fall off and profits drop.
a. Introduction b. Growth c. Maturity d. Decline
Answer: (d) Difficulty: (2) Page: 277
5. All of the following are characteristics of the introduction stage of the PLC, except which one? a. Profits are usually negative or low because of low sales.
b. Profits are usually negative or low because of high distribution and promotion
expenses.
c. Lots of money is needed to attract distributors and build inventories.
d. Educating the market remains a goal, but now the company must also meet the
competition.
6. At some point, a product's sales growth will slow down, and the product will enter the _____.
a. introduction stage b. growth stage c. maturity stage d. decline stage
7. Profits increase during the _____ as promotion costs are spread over a large volume and as unit
manufacturing costs fall. a. introduction stage b. decline stage c. maturity stage d. growth stage
8. Over the past 100 years or so, Binney and Smith's Crayola crayons have become a household
staple in more than 80 countries around the world. Crayola crayons is in the _____ of the PLC.
a. introduction stage b. maturity stage c. growth stage d. decline stage
9. Product sales decline for many reasons, including which of the following?
a. recent technological advances b. shifts in consumer tastes c. increased competition
d. all of the above
10. All of the following are stages in the PLC, except which one? a. introduction b. adoption c. growth d. decline
11. Profits begin to slowly decline even before sales begin to drop significantly. This indicates a
product is in the _____ of the PLC. a. introduction stage b. growth stage c. maturity stage d. decline stage
12. In the _____ of the PLC, marketers use increased sales promotion to encourage brand
switching.
a. introduction stage
b. product development stage c. growth stage d. maturity stage
13. In the _____ of the PLC, marketers build product awareness among early adopters and dealers.
a. growth stage b. introduction c. maturity stage d. decline
a. electric cars
85. Often management may decide to sell a product to another firm or simply liquidate it at
salvage value in the _____ of the PLC. a. growth stage b. maturity stage
c. product development stage
d. decline stage
Chapter 10
Marketing Channels and Supply Chain Management
Multiple-Choice
2. A set of interdependent organizations involved in the process of making a product
or service available for use by the consumer is called _____. a. supply chains
b. marketing channels c. manufacturers d. conglomerates
3. All of the following are functions performed by channel members, except which
one?
a. Information gathering b. Promotion of offers
c. Contacting prospective buyers d. All of the above are correct
4. Channel members _____ by bridging the time, place, and possession gaps that
separate goods and services from those who would use them. a. diminish value b. add value
c. make narrow assortments of products for consumers d. do not break bulk
5. A marketing channel that has no intermediary levels is called a(an) _____.
a. indirect marketing channel b. franchise c. channel level
d. direct marketing channel
6. All of the following are accurate descriptions of a direct marketing channel, except which one?
a. A direct marketing channel is an efficient channel. b. A direct marketing channel is a short channel.
c. In a direct marketing channel, the company sells directly to consumers. d. A marketing channel with no intermediary levels is a direct channel.
7. Intermediaries reduce the amount of work that must be done by both producers and
consumers when _____.
a. manufacturers use a direct marketing channel b. the channel is from \"producer to consumer\" c. the manufacturer matches supply and demand
d. they reduce the number of contacts between producer and consumer
8. When K-Mart complains that Wal-Mart steals sales in town by pricing too low,
_____ occurs.
a. horizontal channel conflict b. vertical channel conflict c. scrambled merchandising d. no channel conflict
9. _____ occurs between different levels of the same channel.
a. Vertical channel conflict b. Horizontal channel conflict c. Scrambled merchandising d. Exclusive distribution
10. Charles Schwab reaches customers by telephone, over the Internet, and through its
branch offices. It invites its customers to \"call, click, or visit\" Schwab. Schwab uses a _____.
a. franchise format
b. horizontal marketing system c. vertical marketing system
d. a multi-channel distribution system
11. Multi-channel distribution systems offer many advantages, such as _____:
a. allowing the company to expand its sales.
b. allowing the company to expand its market coverage.
c. allowing companies to tailor their products and services to the specific
needs of diverse customer segments.
d. all of the above.
True/False 12. A marketing channel is also known as an intermediary.
13. Producers make broad assortments of products in large quantities, but consumers
want narrow assortments of products in small quantities.
14. A distributor reduces the number of channel transactions between the producer
and consumer.
15. A marketing channel that has no intermediary levels is called an indirect
marketing channel.
16. Disagreement over goals, roles, and rewards generates channel conflict.
17. Vertical conflict occurs between different levels of the same channel.
18. A distribution channel structure in which producers, wholesalers, and retailers act
as a unified system is called a vertical marketing system.
Chapter 11 Retailing
Multiple-Choice
1. A relatively large, low-cost, low-margin, high volume, self-service operation designed to serve the consumer's total needs for food and household products is called a _____.
a. superstore b. supermarket c. specialty store d. discount store
2. 7-Eleven, Stop-N-Go, and Circle K are examples of _____.
a. specialty stores b. department stores c. convenience stores d. supermarkets
3. _____ includes all activities involved in selling goods or services directly to final
consumers for their personal, non-business use.
a. Wholesaling b. Retailing c. Selling
d. Manufacturing
23. All of the following are accurate descriptions of Wal-Mart, except which one?
a. Wal-Mart is passionately dedicated to its value proposition of \"Always Low
Prices, Always!\"
b. Wal-Mart associates work as partners, deeply involved in operations, and
sharing rewards for good performance.
c. Wal-Mart has the lowest cost structure in the industry, charging lower prices
but still reaping higher profits.
d. Today Wal-Mart dominates the Internet market-spaces, the same way it
dominates the physical marketplace.
44. Most _____ are making improvements to attract more customers. In the battle for \"share of stomachs,\" many have moved upscale, providing from-scratch bakeries, gourmet deli counters, and fresh seafood departments.
a. convenience stores b. supermarkets
c. department stores
d. off-price retailer stores
48. In recent years, _____ have been squeezed between more focused and flexible specialty stores on the one hand, and more efficient, lower-priced discounters on the other. Many have added promotional pricing to meet the discount threat. Others have stepped up the use of store brands to compete with specialty stores. Service remains the key differentiating factor.
a. supermarkets
b. category killer stores c. factory outlet malls d. department stores
45. In recent years, _____ have suffered from overcapacity as the primary market of young, blue-collar men has shrunk. As a result, many have shrunk their image of a \"truck stop,\" where men go to buy beer, cigarettes, and magazines, and instead offer freshly prepared foods and cleaner, safer environments. They localize based on the neighborhoods they locate themselves in.
a. supermarkets b. superstores
c. department stores d. convenience stores
True/False
68. Supermarkets are small stores that carry a limited line of high-turnover
convenience goods.
69. Wal-Mart, Kmart and Target are examples of superstores, which are much larger
than regular supermarkets and offer a large assortment of routinely purchased foods, non-food items, and services.
70. Retailing includes all activities involved in selling goods or services directly to final consumers for their personal, non-business use.
71. A retail store that carries a narrow product line with a deep assortment within that line is called a specialty store.
72. Discount stores sell merchandise bought at less-than-regular wholesale prices and sold at less than retail: often leftover goods, overruns, and irregulars obtained at reduced prices from manufacturers or other retailers.
Chapter 12
Marketing Communication:
Advertising, Sales Promotion, and Public Relations
Multiple-Choice
1. The promotion mix consists of the specific blend of _____ that the company uses to pursue its advertising and marketing objectives.
a. advertising, communications, sales promotion, PR, personal selling, and marketing
b. advertising, sales promotion, PR, personal selling, and direct marketing c. advertising, promotion, distribution, and pricing
d. advertising, sales promotion, PR, pricing, and distribution
2. Sales promotion includes all of the following tools, except which one? a. point-of-purchase displays b. premiums c. coupons
d. press releases
3. Advertising includes any _____ form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. a. paid b. unpaid c. free d. print
4. _____ includes building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. a. Personal selling b. Advertising
c. Direct marketing
d. Public relations
5. _____ can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. a. Personal selling b. Sales promotion c. PR
d. Advertising
6. _____ says, \"buy our product;\" _____ says, \"buy it now.\" a. Advertising; personal selling b. Personal selling; advertising c. Sales promotion; advertising d. Advertising; sales promotion
25. Telephone marketing, direct mail, and online marketing are all forms of _____.
a. marketing
b. advertising c. public relations d. direct marketing
32. A(n) _____ is a specific communication task to be accomplished with a specific target audience during a specific period of time. a. advertising strategy
b. advertising budget c. advertising campaign d. advertising objective
36. _____ is important for mature products; it keeps consumers thinking about the
product.
a. Informative advertising
b. Persuasive advertising c. Reminder advertising d. Comparison advertising
70. A freestanding insert in the Sunday edition of the New York Times containing a coupon offering $1 off Chock-full-of-nuts coffee is an example of _____.
a. advertising
b. direct marketing c. public relations d. sales promotion
76. _____ are certificates that give buyers a saving when they purchase specified
products.
a. Premiums
b. Samples
c. Advertising specialties d. Coupons
True-False
88. Sales promotion entails building good relations with the company‟s various
publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
90. Public relations can have a strong impact on public awareness at a much higher
cost than advertising can.
93. Advertising is a paid form of non-personal presentation and promotion of ideas,
goods, and services by an identified sponsor.
96. Public relations can reach masses of geographically dispersed buyers at a low cost
per exposure, and it enables the seller to repeat a message many times.
102. Advertising, personal selling, sales promotion, public relations, and direct marketing make up a company‟s promotional mix.
104. Sales promotion includes telephone marketing, direct mail, and online marketing.
106. Advertising tends to be more believable than public relations, to readers and viewers alike.
108. Under a pull strategy, consumer demand “pulls” the product through the
channels.
110. Companies in the past few years have gotten more “pushy,” deemphasizing trade
and consumer sales promotion and pouring more marketing dollars into national advertising.
112. Persuasive advertising is used heavily when introducing a new product category.
114. Informative advertising is important for mature products.
Chapter 13
Marketing Communication: Direct Marketing
Multiple-Choice
35. Today, with the trend toward more narrowly targeted or one-to-one
marketing, many companies are adopting _____, either as a primary marketing approach or as a supplement to other approaches. a. personal selling b. advertising
c. direct marketing d. sales promotion
37. All of the following are accurate descriptions of direct marketing, except which one?
a. Direct marketing means direct distribution from producer to
consumer with no intermediaries.
b. Direct marketing is not an approach for communicating directly with
customers.
c. Direct marketing is a supplementary channel or medium to some
marketers for marketing their goods.
d. With the advent of the Internet, direct marketing has undergone a
major transformation.
45. _____ involves sending an offer, announcement, reminder, or other item to
a person at a particular address. a. Telephone marketing b. Kiosk marketing
c. Direct-mail marketing d. Online marketing
61. The _____ is a perfect extension of Dell‟s direct-marketing model, helping
customers who are already familiar and comfortable to buy directly from Dell. a. Dell catalog b. Internet c. Dell store
d. All of the above
True/False
86. Difficulties in evaluating individual contributions to the team-selling effort
can create some sticky compensation issues.
87. Prospecting is the step in the personal selling process in which the
salesperson identifies qualified potential customers.
88. After handling the prospect‟s objections, the salesperson now tries to
follow up with the sale.
89. The skill of handling objections is innate.
90. Transaction-oriented selling and winning and keeping customers for the
long haul are one and the same.
91. Direct marketing is merely another marketing channel with no
intermediaries. It is a misnomer to consider it as an element of the marketing communications mix.
92. Staples, using its company-owned Web site to sell office supplies, is an
example of direct marketing.
93. Lower cost-per-contact-media include television and radio.
94. The American Marketing Association is the trade association for direct
marketers.
95. A customer mailing list is synonymous with a customer database.
96. Companies use databases to profile customers, based on previous purchase
habits, and to decide which customers must receive particular offers.
97. An inside sales force is also known as the field sales force.
98. The major forms of direct marketing include personal selling, telephone
marketing, direct-mail marketing, and online marketing.
99. Direct mail is well suited to direct, one-to-one communication.
100. The home-shopping channel is a form of direct-response television
marketing.
2010test chapter1
1.In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow the company's business. A) encourage B) entertain C) retain D) recognize E) educate
2.Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core ________ activities. A) exchange B) marketing C) management D) production
E) customer relationship management
3.The art and science of choosing target markets and building profitable relationships with them is
called ________.
A) marketing management B) positioning C) segmentation D) selling
E) societal marketing
4.Which of the following marketing management concepts is most likely to lead to marketing myopia?
A) customer-driven marketing B) customer-driving marketing C) societal marketing D) selling E) product
5.The product concept says that a company should ________. A) improve marketing of its best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands D) devote its energy to making continuous product improvements E) make promoting products the top priority
6.The ________ concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales. A) marketing B) production C) product D) selling
E) societal marketing
7.According to the authors of your text, the ________ concept is a \"sense and respond\" philosophy rather than a \"make and sell\" philosophy. A) product B) production C) marketing D) retailing
E) societal marketing
8.The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being. A) marketing B) selling C) product
D) societal marketing E) equity
9.Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other product items. Based on previous purchase history, the company recommends related CDs, books, or videos that might be of interest. This helps Amazon.com capture a greater ________.
A) value proposition B) customer ownership C) share of customer D) social network E) customer base
10.Market offerings are limited to physical products. Answer:
11.Only sellers of products, services, and ideas practice marketing, whereas buyers do not. Answer:
12.The production concept and product concept are orientations that can lead to marketing myopia. Answer:
13.The selling concept holds that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort. Answer:
14.The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interest. Answer:
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