1. Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart
is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices.
Wal-Mart's strategy is best described as ________.
integrative growth
differentiation
overall cost leadership
market development
2. The ability to meet humanity's needs without harming future generations is now a top priority in most corporate
agenda________.
sustainability
ethics
righteousness
rules
3. Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects
the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the
consumer-value hierarchy?
Pure tangible product
Augmented product
Basic product
Potential product
4. A social definition of marketing says ______.
marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely
exchanging products and services of value with others
a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the
broadest possible access to the company's products
effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
marketing is the process of extracting maximum value from consumers to facilitate corporate growth
5. If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly
line does this, the model is said to have high ________.
compatibility
durability
conformance quality
interoperability
6. 2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally
uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the
technique of ________.
data accumulation
data governance
data mining
data marketing
7. A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few
successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition.
The school is in the ________ stage of its life cycle.
maturity
growth
obsolescence
decline
8. What are the four characteristics of a marketing audit?
Comprehensive, systematic, independent, and periodic
Announced, semi-annually, dependent, and perpetual
Simple, unique, randomly, and exclusive
Dependent, non-comprehensive, quarterly, and unannounced
9. Another basis for decision-making is referred to as ________.
ethical dilemmas
correct ethics
ethical practices
situational ethics
10. Which of the following is a strategy that uses the manufacturer's sales force, trade promotion money, or other means to
induce intermediaries to carry, promote, and sell the product to end users?
Lock strategy
Push strategy
Pull strategy
Strategic plan
11. What type of control focuses on measuring a company's products territories, customer groups, segments, trade channels,
and order sizes to help expand or eliminate any products or marketing activities?
Efficiency
Solvency
Profitability
Activity
12. Which of the following can induce a firm to expand into the international arena?
Cater to a domestic mass market
A saturated domestic market
High income level of domestic consumers
A saturated foreign market
13. _______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and
tactics.
Diversity marketing
Multicultural marketing
Specialized marketing
Ethnic-based marketing
14. ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to
launching a similar product. ABC has decided launch before their competition, this is called ________.
parallel entry
first entry
early entry
late entry
15. Which method identifies the effect sponsorship has on consumers brand knowledge?
Demand-side method
Positioning method
Supply-side method
Pricing method
16. The three guidelines for anticipating management reactions are (1) prior to the crisis during normal day-to day operations,
(2) at the moment some event triggers the crisis, and (3) during the crisis situation that triggers the event. These guidelines
are the stages for ________.
decision making
provoking solutions
crisis management
problem-solving
17. What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site
guides?
Smartphones
Tablets
Avatars
E-mail
18. The effect of exposures on audience awareness depends on the following three factors:
space, communication, and advertisements
reach, frequency, and impact
distance, timing, and focus
height, length, and width
19. Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the
company?
Technological
Political
Economic
Cultural
20. What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and
differentiated pricing?
Regular prices
Price adaptation
Altered pricing
Fixed pricing
21. A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm
which brands are most competitive with its own.
hard-core loyals
split loyals
shifting loyals
switchers
22. Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different
competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.
market valuation
market estimation
brand association
market partitioning
23. Which control should periodically reassess its approach to the marketplace with a good marketing audit?
Marketing control
Ethical control
Performance control
Strategic control
24. What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect
from a given market offering because of the product, service, people, and image?
Total management benefit
Complete marketing benefit
Total customer benefit
Ultimate service benefit
25. With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
market specialization
product specialization
selective specialization
single-segment concentration
26. A firm must know where to position its product based on price and ________.
region
quality
promotional efforts
communication
27. BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news
that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ________.
brand slogan
brand personality
brand vision
brand mission
28. Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing"
program in response to heightened consumer awareness about environmental issues. What should the company do to
maximize the program's chances of being successful?
Emphasize benefits to the consumer rather than environmental benefits.
Explain the rules and regulations laid out by governmental agencies to protect the environment.
Demonstrate that the products will benefit both customers and the society in the long-term.
Focus on the efforts and costs incurred by the company to bring these "green" products to consumers.
29. The marketing manager needs to know the cost of the research project before approving it. During which stage of the
marketing research process would such a consideration most likely take place?
Step 1 - defining the problem
Step 2 - developing the research plan
Step 4 - analyzing the information
Step 5 - drafting the report
30. New-to-the-world products are ________.
new product enhancements that supplement established products
existing products that are targeted to new geographical markets
new products that create an entirely new market
low-cost products designed to obtain an edge in highly competitive markets