Module 1 - Treasury Notes

1 Jel Sert Company makes convenient, durable, and eye-catching packaging.
Its salesperson is
demonstrating to a manufacturer of sports drinks how Jel Sert’s packaging would serve as a silent
salesperson for its products. The salesperson is conducting a _____.
SALES PRESENTATION
2 Danita is in charge of new business development for her advertising agency. She recently made a
sales presentation to the administration of Northwest Medical System to discuss the creative
approaches her agency would use to differentiate Northwest Medical from its competition.
Danita ended the presentation by asking, “When would you like our firm to begin working on
your new brand awareness campaign?” In which stage of the selling process would such a
question most likely be asked?
CLOSING THE SALE
3 ________ are formal statements of expected product performance by the manufacturer.
WARRANTIES
4 ________ is a period of rapid market acceptance and substantial profit improvement.
GROWTH
5 ________ is based on the development, design, and implementation of marketing programs,

processes, and activities that recognize their breadth and interdependencies.
HOLISTIC MARKETING
6 A ________ consists of a group of customers who share a similar set of needs and wants.
MARKET SEGMENT
7 Bob collects baseball cards and decides to sell a few of them on eBay. Some of the cards he
wants to sell are rare and very valuable. What condition is necessary for an exchange to occur
between Barry and a buyer?
POTENTIAL BUYER MUST BE ABLE TO SEE THE CARD AND UNDERSTAND ITS QUALITIES
8 ) ________ are basic human requirements, while ________ are the ways in which those
requirements are satisfied.
NEEDS:WANTS
9 _____ are characteristics of individuals, groups, or organizations that marketers use to divide a
total market into segments.
SEGMENTATION BASES
10 _____ are characteristics of individuals, groups, or organizations that marketers use to divide a
total market into segments.
SEGMENTATION BASES
11 _____ are large, departmentalized, self-service retailers that specialize in food and some
nonfood items.
SUPER MARKETS
12 _____ determine what sales volume must be reached before the company’s total revenue equals
total costs and no profits are earned.
BREAK EVEN ANALYSIS
13 _____ embrace products relatively early in the product life cycle, are likely to be community
oriented, and often are opinion leaders themselves.
EARLY ADOPTERS
14 _____ is a process where a group thinks of as many ways to vary a product or solve a problem as
possible without considering the practicality of the ideas
BRAIN STORMING
15 _____ is the careful coordination of all promotional activities to produce a consistent, unified
message that is customer focused.
INTEGRATED MARKETING COMMUNICATION
16 _____ is the element in the promotional mix that evaluates public attitudes, identifies issues that
may elicit public concern, and executes programs to gain public understanding and acceptance.
PUBLIC RELATIONS
17 _____ is the interpretation of the language and symbols sent by the source through a channel.
DECODING
18 _____ is the primary promotional method for the sale of all business products.
PERSONAL SELLING
19 _____ is the retailing strategy of using moderate to low prices on large quantities of products
and lower service to stimulate a high turnover of inventory.
MASS MERCHANDISING
20 _____ measures the number of target consumers exposed to a commercial at least once during a
specific period, usually four weeks
REACH
21 _____ products are searched for extensively, and substitutes are not acceptable. These products
may be quite expensive, and often distribution is limited.
SPECIALITY
22 ________ activities include those the company undertakes to make the product accessible and
available to target customers.
CHANNEL
23 ________ activities include those the company undertakes to make the product accessible and
available to target customers.
CHANNEL
24 ________ are a means of understanding where, how much, and in what ways brand value is
being created to facilitate day-to-day decision making.
BRAND TRACKING STUDIES
25 ________ are a person's enduring favorable or unfavorable evaluations, emotional feelings, and
action tendencies toward some object or idea.
ATTITUDES
26 ________ are attributes or benefits that consumers view as essential to a legitimate and credible
offering within a certain product or service class
CATEGORY POINTS OF PARITY
27 ________ are basic human requirements, while ________ are the ways in which those
requirements are satisfied
NEEDS:WANTS
28 ________ are basic human requirements, while ________ are the ways in which those
requirements are satisfied.
NEEDS:WANTS
29 ________ are data that were collected for another purpose and already exist
SECONDARY DATA
30 ________ are data that were collected for another purpose and already exist.
SECONDARY DATA
31 ________ are devices that can be trademarked and serve to identify and differentiate the brand.
BRAND ELEMENTS
32 ________ are formal statements of expected product performance by the manufacturer
WARRANTIES
33 ________ are major purchases and are usually bought directly from the producer with the typical
sale preceded by long negotiation periods.
INSTALLATIONS
34 ________ are product associations that are not necessarily unique to the brand but may in fact
be shared with other brands.
POINTS OF PARITY
35 ________ are sets of interdependent organizations participating in the process of making a

product or service available for use or consumption.
MARKETING CHANNELS
36 ________ are sets of interdependent organizations participating in the process of making a

product or service available for use or consumption.
MARKETING CHANNELS
37 ________ are visual representations of consumer perceptions and preferences.
PERPECTUAL MAPS
38 ________ brands are positioned with respect to competitors' brands so that more important
(and more profitable) flagship brands can retain their desired positioning.
FLANKER
39 ________ describes the product's look and feel to the buyer; it has an advantage of creating
distinctiveness that is difficult to copy.
STYLE
40 ________ describes the service program for helping customers keep purchased products in good
working order
MAINTANANCE AND REPAIRS
41 ________ encompass sales forecasting, production planning, and inbound materials

transportation.
MARKET LOGISTICS
42 ________ includes all the activities in selling goods or services to those who buy for resale or
business use.
WHOLESALLING
43 ________ is a company's ability to perform in one or more ways that competitors cannot or will
not match.
COMPETITIVE ADVANTAGE
44 ________ is a key industrial marketing strategy in bidding to build large-scale industrial products
such as dams, pipelines, etc.
SYSTEM SELLING
45 ________ is a measure of communications effectiveness that describes the percentage of target

market exposed to a communication
REACH
46 ________ is a slowdown in sales growth because the product has achieved acceptance by most
potential buyers
MARKETING
47 ________ is a slowdown in sales growth because the product has achieved acceptance by most
potential buyers.
MAKETING
48 ________ is a special case of co-branding involving creating brand equity for materials,
components, or parts that are necessarily contained within other branded products.
INGREDIENT BRANDING
49 ________ is based on the development, design, and implementation of marketing programs,

processes, and activities that recognize their breadth and interdependencies.
HOLISTIC MARKETING
50 ________ is based on the premise that marketers can no longer use "interruption marketing" via
mass media campaigns.
PERMISSION MARKETING
51 ________ is the ability of a company to prepare on a large-scale basis individually designed

products, services, programs, and communications
MASS CUSTOMIZATION
52 ________ is the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
MARKETING MANAGEMENT
53 ________ is the differential effect that brand knowledge has on consumer response to the
marketing of that brand
CUSTOMER BASED BRAND QUALITY
54 ________ is the period of slow sales growth and nonexistent profits
INTRODUCTION
55 ________ is the period of slow sales growth and nonexistent profits.
INTRODUCTION
56 ________ is the process by which firms assess the effects of their marketing activities and
programs and make necessary changes and adjustments.
MARKETING CONTROL
57 ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose
of goods, services, ideas, or experiences to satisfy their needs and wants.
CONSUMER BEHAVIOR
58 ________ price refers to what the consumers feel the product should cost.
FAIR
59 ________ pricing takes into account a host of inputs, such as the buyer's image of the product
performance, the channel deliverables, the warranty quality, customer support, and attributes
such as the supplier's reputation, trustworthiness, and esteem.
PERCEIVED VALUE
60 ________ refers to a set of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli
PERSONALITY
61 ________ refers to buying large carload lots and dividing them into smaller units before shipping
them out to consumers
BULK BREAKING
62 ________ refers to educating the customer's employees to use the vendor's equipment properly
and efficiently.
CUSTOMER TRAINING
63 ________ refers to the means by which firms attempt to inform, persuade, and remind
consumers—directly or indirectly—about the products and brands they sell.
MARKETING COMMUNICATION
64 ________ refers to the process in which information gets out of memory.
MEMORY ENCODING
65 ________ refers to the task of securing editorial space—as opposed to paid space—in print and
broadcast media to promote or "hype" a product, service, idea, place, person, or organization.
PUBLICITY
66 A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already
published by marketing research firms.
MARKETING REASEARCHING AGGREGATOR

67 A _____ is defined as the unique set of features of a company and its products that are perceived
by the target market as significant and superior to the competition
COMPETITIVE ADVANTAGE
68 A ________ can be defined as any information-bearing experience a customer or prospect has

with the brand, the product category, or the market that relates to the marketer's product or
service.
BRAND CONTACT
69 A ________ consists of a group of customers who share a similar set of needs and wants
MARKET SEGMENT
70 A ________ consists of two parts: a naked solution and discretionary options.
FLEXIBLE MARKETIG OFFERINNG
71 A ________ is "unpredictable, short-lived, and without social, economic, and political

significance."
FADE
72 A ________ is a cluster of complementary products and services that are closely related in the
minds of consumers but are spread across a diverse set of industries.
META MARKET
73 A ________ is a cluster of complementary products and services that are closely related in the
minds of consumers but are spread across a diverse set of industries.
META MARKET
74 A ________ is a set of all brand lines that a particular seller makes
BRAND MIX
75 A ________ is a set of procedures and sources managers use to obtain everyday information
about developments in the marketing environment.
MARKETING INTELEGENT SYSTEM

78 A ________ is a translation of the brand mantra that attempts to creatively engage consumers
and others external to the company.
BRAND SLOGAN
79 A ________ is an organized collection of comprehensive information about individual customers

or prospects that is current, accessible, and actionable for lead generation, lead qualification,
sale of a product or service, or maintenance of customer relationships.
CUSTOMER DATA BASE
80 A ________ is anything that can be offered to a market to satisfy a want or need, including
physical goods, services, experiences, events, persons, places, properties, organizations,
information, and ideas
PRODUCT
81 A ________ is anything that can be offered to a market to satisfy a want or need, including
physical goods, services, experiences, events, persons, places, properties, organizations,
information, and ideas.
PRODUCT
82 A ________ of a business focuses on selling a product or service to an existing market.
TARGET MARKET DEFINATION
83 A brand developed by a retailer and/or wholesaler that is available only in selected retail outlets
is called a ________ brand
PRIVATE LABOUR
84 A brand mantra should be ________.
COMMUNICATION,SIMPLE AND INSPIRATIONAL
85 A brand of iced tea called Gold Peak has high marketing costs as well as high production costs.
Promotions for the product are aimed at gaining distribution and informing consumers that this
premium product tastes like its home brewed. In which stage of the product life cycle is Gold
Peak iced tea?
INTRODUCTORY
86 A brand of iced tea called Gold Peak has high marketing costs as well as high production costs.
Promotions for the product are aimed at gaining distribution and informing consumers that this
premium product tastes like its home brewed. In which stage of the product life cycle is Gold
Peak iced tea?
INTRODUCTORY
87 A characteristic of a ________ is that it can be a single business or collection of related
businesses that can be planned separately from the rest of the company
STRATEGIC BUSINESS UNIT
88 A company adhering to the marketing concept will likely take which of the following steps if it
learned that its customers were dissatisfied with its product?
COUNDUCT REASEARCH TO DETERMINING IF ITS CUSTOMER NEEDS CHANGED
89 A company can be said to have used ________ if the company distinguished among customers
buying on the basis of price, service, and quality.
MICRO SEGMENTATION
90 A company can take several steps to improve the quality of its marketing intelligence. If the
company purchases competitive products for study, attends open houses and trade shows, and
reads competitors' published reports and stockholder information, the company is using
________ to improve the quality of its marketing intelligence
EXTERNAL NETWORKS
91 A company which can differentiate itself by designing a better and faster delivery system that
provides more effective and efficient solutions to consumers is most likely using ________
differentiation.
SERVICES
92 A company's sales potential would be equal to market potential if ________.
THE COMPANY GETS 100% SHARE OF THE MARKET
93 A company's sales potential would be equal to market potential if ________.
THE COMPANY GETS 100% SHARE OF THE MARKET
94 A consumer is persuaded to buy a product by a message that requires little thought and is based
on an association with a brand's positive consumption experiences from the past. In this
situation, the consumer used a ________ to arrive at this purchase decision.
PERIPERAL ROUTE
95 A consumer products firm manufactures and sells over 200 different sizes and varieties of jams
and jellies. We can say that this manufacturer's product mix has high ________.
DEPTH
96 A consumer products firm manufactures and sells over 200 different sizes and varieties of jams
and jellies. We can say that this manufacturer's product mix has high ________.
DEPTH
97 A consumer who uses Google to find comparative reports on new automobiles, is most likely
using which of the following information sources for assistance?
COMMERCIAL
98 A dance school in the Bronx teaches professional hip-hop and salsa. It is experiencing an increase
in student admissions, which is leading to substantial improvement in profits. The school is going
through the ________ phase of its life cycle
GROWTH
99 A discrepancy of _____ is the difference between the amount of product produced and the
amount an end user wants to buy.
QUANTITY
100 A few years ago, Toro introduced a small, lightweight snow blower called the Snow Pup. Even
though the product worked great, sales failed to meet expectations because consumers
perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow
removal. This is how _____ can influence the consumer decision-making process.
SELECTIVE DISTORATION
101 A firm uses its sales force to sell to large accounts and outbound telemarketing to sell to
medium-sized accounts. The firm is using ________ marketing.
HYBRID
102 A flight with complementary drinks is an example of a ________
MAJOR SERVICE WITH ACCOMPANYING MINOR GOOD AND SERVICES
103 A franchise organization is an example of a(n) ________ vertical marketing system.
CONTRACTUAL
104 A group of products within a product class that are closely related because they perform a similar
function, are sold to the same customer groups, are marketed through the same outlets or
channels, or fall within given price ranges is known as a ________.
PRODUCT LINE
105 A group of products within a product class that are closely related because they perform a similar
function, are sold to the same customer groups, are marketed through the same outlets or
channels, or fall within given price ranges is known as a ________.
PRODUCT LINE
106 A growing population does not mean growing markets unless ________.
PEOPLE HAVE SUFFCIENT PURCHASING POWER
107 A jobber in a three-level marketing channel is a(n) ________.

SMALL SCALE WHOLESELLER
108 A job-shop specialist ________.
CUSTOMIZES ITS PRODUCT FOR ITS INDIVIDUAL CUSTOMERS
109 A large retail chain in the United States decides to expand its operations by adding an online site
for e-commerce. This is called a(n) ________ company.
BRICK AND CLICK
110 A major advantage of a ________ strategy is that the company does not tie its reputation to the
product.
SEPARATE FAMILY BRAND NAME
111 A manufacturer is using legitimate power when it ________.
REQUEST A BEHAVIOUR THAT IS WARANTED UNDER THE SELLING CONTRACT
112 A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New
England area where the winters are harsh and that lighter-weight blankets sell better in the
Southeast market where mild winters require fewer and lighter covers for the bed. Segmenting
the market according to climate is an example of _____ segmentation.
GEOGRAPHIC
113 A manufacturer of hiking boots looks at data that indicate that their subsegment of the market
called "serious hiker" is declining and is predicted to decline into the future. The firm decides to
enter the "low-price" segment with its new items. This is an example of a firm's ________ to
reach a new market.
DOWN MARKET STRETCH AND UPMARKET STRETCH
114 A manufacturer of office furnishings is finding it difficult to compete with cheaper imported
merchandise. Which of the following is a potential source of new-product ideas that would allow
it to compete more effectively?
1) CURRENT RETAILER WHO CARRY THE MANUFACTURING EQUIPMENTS

2) CUSTOMER WHO HAVE REQUESTED ITS CATALOGES
3) THE COMPANY’S EMPLOY
4) IT’S FOREIGN COMPETITORS
5) ALL OF THE ABOVE RIGHT ANSWER
115 A manufacturer offers its intermediaries an extra benefit for performing a promotional activity.
This is an example of the use of ________ power.
REWARD
116 A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell
products to end users. Which of the following strategies is this manufacturer using?
PUSH STRATEGY
117 A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell
products to end users. Which of the following strategies is this manufacturer using?
PUSH STRATEGY
118 A market leader on the look out for more usage from existing customers should focus on
increasing the frequency of consumption and ________.
THE AMOUNT OF CONSUMPTION
119 A marketer is interested in segmenting a business market based on technology and customer
capabilities. Which of the following major segmentation variables would the marketer most likely
use to assist with the task?
OPERATING VARIABLES
120 A marketer is interested in segmenting a business market on ________ if the marketer intends to
segment the market based on industries and geographical areas to serve
DEMOGRAPHIC VARIABLES
121 A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper
manufacturer was leaking into the local water supply. Even though the company quickly stopped
the leak and paid for an additional water purification system for the town, it still received some
very negative publicity. The company should have:
IMPLEMENTED IT’S CRISIS MGT PLAN
122 A number of yogurts are marketed under the Dannon brand, including Dannon All Natural,
Dannon Fruit on the Bottom, Dannon Light & Fit, DanActive, and Dan-o-nino. The large variety of
yogurts under the Dannon brand is an example of a:
PRODUCT LINE
123 A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect
influence on his/her attitudes or behavior.
REFRENCE GROUPS
REFERNCES GROUPS
REFERNCES GROUPS
126 A potential disadvantage of multisegment targeting is _____, which occurs when sales of a new
product cut into sales of a firm’s existing products.
CANNIBALIZATION
127 A producer must modify its channel design and arrangements if ________.
CONSUMER BUYING PATTERN CHANGES
128 A salesperson performing over the counter sales in a medical store can be referred to as a(n)
________.
ORDER TAKER
129 A scale that connects two bipolar words is called a ________.
SEMENTIC DIFFERNTIAL
130 A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three
years. The company’s owner wants to determine why the decline has occurred and how to
reverse the trend. Once the owner has identified the problem as a consumer perception that
dark beer is bitter and calorie laden, its next step in the marketing research process should be to:
PLAN THE RESEARCH DESIGN
131 A social definition of marketing says ________.
MARKETING IS THE PROCESS BY WHICH INDIVIDUAL AND GROUPS OBTAIN WHAT THEY NEED
AND WANT THROUGH CREATING,OFFERING AND FREELY EXCHANGING PRODUCT AND SERVICES
OF VALUE WITH OTHERS
132 A survey by RoperASW asked consumers to check where they were most likely to look for
information about a new book. Possible answers were book club catalogs, book reviews in
newspapers, book reviews in magazines, television programs, friends, radio programs, local
reading groups, or the Internet. What type of question was used in this survey?
MULTIPLE CHOICES
133 A well-known car manufacturing company introduces a new hatchback model by describing its
distinctive features and then stressing the speed and safety qualities of the car. Which of the
following is the company using to convey its membership in the hatchback segment?
ANNOUNCING CATEGORY BENEFITS
134 A(n) _____ is a defined group that managers feel is most likely to buy a firm’s product.
TARGET MARKET
135 A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that
cause them to have similar product needs.
MARKET SEGMENT
136 A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that
cause them to have similar product needs.
MARKET SEGMENT
137 A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or
benefits
INFORMATIONAL
138 A(n) ________ group is one whose values or behavior an individual rejects.
DISASSOCIATIVE
139 A(n) ________ includes the producer, wholesaler(s), and retailer(s) acting as a unified system.
VERTICAL MARKETING SYSTEM
140 A(n) ________ includes the producer, wholesaler(s), and retailer(s) acting as a unified system.
VERTICAL MARKETING SYSTEM
141 A(n) ________ is a facilitator who assists in the distribution process
ADVERTISING AGENCY
142 A(n) ________ is defined as a distinct unit within a brand or product line distinguishable by size,
price, appearance, or some other attribute.
STOCK KEEPING UNIT
143 A(n) ________ puts people into a frame of mind, such as, liking or disliking an object, moving
toward or away from it.
ATTITUDE
144 A(n) ________ puts people into a frame of mind, such as, liking or disliking an object, moving
toward or away from it.
ATTITUDE
145 A(n) ________ VMS consists of independent firms at different levels of production and
distribution, integrating their programs on a contractual basis to obtain more economies or sales
impact than they could achieve alone.
CONTRACTUAL
146 Abbeville Press published a book by Armin Brott and Jennifer Ash entitled The Expectant Father:
Facts, Tips, and Advice for Dads-to-Be. It is an advice book for men whose partners are expecting
a baby.. What demographic variables have been used to define the market for this book?
BENEFIT DESIRED AND LIFE STYLE

147 According to brand asset valuator model, esteem and knowledge, the two pillars of brand equity
together create ________, a "report card" on past performance and a current indicator of
current value.
BRAND STATURE
148 According to the brand asset valuator model, strong new brands show ________.
HIGHER LEVEL OF DIFFRENTIATION AND ENERGY THEN RELEVENCE WHERE AS BOTH ESTEEM
AND KNOWLEDGE ARE LOWER ESTEEM
149 According to the brand asset valuator model, which of the components of brand equity measures
how aware and familiar consumers are with the brand?
KNOWLDGE
150 According to the BRANDZ model of brand strength, brand building involves people progressing
through a sequential series of steps. Which of these steps convey the message " Nothing else
beats this brand"?
BONDING
151 According to the VALS segmentation system, ________ are successful, sophisticated, active,
"take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for
relatively upscale, niche-oriented products and services.
INNOVATORS
152 Ad campaigns for Aleve pain reliever emphasize the fact that to get the same relief offered by
one Aleve, you would need to take six aspirin or Tylenol and four Advil. These promotions are
using the positioning base of:
COMPETITORS
153 Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the
calcium of other yogurts. This advertising highlights:
PRODUCT ATTRIBUTES
154 Advertising in the form of a 30-minute advertisement that resembles a television talk show is
called a(n):
INFOMERCIAL
155 After computing averages and measures of dispersion for the major variables and applying
advanced statistical techniques and decision models in the hope of discovering additional
findings from the gathered information, the researchers ________.
PRESENT FINDING RELEVENT TO THE MAJOR MARKETING DECISSIONS FACING MGT
156 After determining its pricing objectives, what is the next logical step a firm should take in setting
its pricing policy?
IT SHOULD DETERMINE DEMAND FOR ITS PRODUCTS
157 After estimating the demand and costs associated with alternative prices, a company has chosen
to price its product in such a way that it gains the highest rate of return on its investment. The
company is looking to ________.
MAXIMISE ITS CURRENT PROFITS
158 After Mattel evaluated many new products to add to its Barbie product line and before any
prototype was created, the toy manufacturer instructed a committee to select three of the ideas
to present to a group of consumers. The consumer group was asked to evaluate the ideas in
terms of their marketability. This stage of new-product development is called:
CONCEPT TESTING
159 After Mattel evaluated many new products to add to its Barbie product line and before any
prototype was created, the toy manufacturer instructed a committee to select three of the ideas
to present to a group of consumers. The consumer group was asked to evaluate the ideas in
terms of their marketability. This stage of new-product development is called:
CONCEPT TESTING
160 AIDA stands for:
ATTENTION,INTEREST,DESIRE,ACTION
161 Alcart Solutions is a large distributor of Aldor phones in Canada. The company distributes
products to various retailers in the New Brunswick province. Recently Aldor received several
complaints from its retailers that their orders are not delivered on time. They also complain that
Alcart offers preferential treatment to some of the other retailers in the region. This is an
example of ________ conflict.
VERTICAL
162
POSITIONIING
163 All marketing stra
POSITIONING
164 All of the following are benefits from organizing related items into product lines EXCEPT:
VARYING QUALITY
165 All of the following are considered types of business products EXCEPT:
CONVENIENCE GOODS
166 All of the following are marketing management philosophies EXCEPT:
PROFITABILITY ORIENTATION
167 Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products.
This is an abbreviated listing of the company’s:
PRODUCT MIX
168 An ad for Crystal Geyser bottled water shows why and how the bottler supports the
reforestation of America’s forests. What kind of an advertising appeal is this ad using?
ENVIORNMENTAL CONSCIOUSNESS
169 An important force affecting business is the ________ movement, a movement of citizens and
government organized to strengthen the rights and powers of buyers in relation to sellers.
CONSUMER WRIST
170 An independent retailer using a central buying organization and joint promotion efforts with
other retailers is part of a ________.
RETAIL CO-OPERATIVE
171 An individual’s _____ is a composite of psychological makeup and environmental forces. It

includes people’s underlying dispositions, especially their most dominant characteristics.
PERSONALITY
172 Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding
anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and
worried she spent too much money. Andrea is experiencing
COGNITIVE DISSONANCE
173 Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a
different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne
selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts
her to make the choice. Anne's behavior can be best described as ________.
GENERALIZATION
174 Another term for high customer ________ is customer churn.
DEFECTION
175 Apple recently introduced a newly designed iPod nano with Multi-Touch capability, a built-in FM
radio, and mix-making Genius. Since it was not trying to reach a new target market, Apple was
using which new product strategy?
IMPROVEMENT OR REVISSION OF EXISTING PRODUCT
176 Apple recently updated its iPod Touch product, expanding its storage from 8 GB to 16 GB.
Enlarging the iPod Touch’s storage capacity is an example of a:
PRODUCT MODIFICATION
177 are products such as the Mercedes Benz C-class and the American Express Blue card, that extend
historically high-priced brands down-market while retaining their cachet
OLD LUXURY BRAND EXTENSIONS
178 Arm & Hammer is a well-known and respected brand of baking soda. The company has put its
brand name on several products, such as laundry detergent, toothpaste, kitty litter, and many
more. These are examples of:
BRAND EXTENSIONS
179 Armon Apparels designs, manufactures, and distributes athletic apparel and accessories for men
and women. The company has only nine distributors across the United States. These distributors
control a nationwide network of 600 retailers. The company does not sell its products through
other channels. This is an example of ________ distribution.
SELECTIVE
180 As a manufacturer of jams and jellies, Smucker’s sells a highly standardized product to
consumers all over the United States. You would expect Smucker’s to rely on _____ to promote
its product.
ADVERTISING AND SALES PROMOTION
181 As a marketing manager, which of the following would be the best purpose for your
organization's competitive points-of-parity?
TO NEGATE COMPETITORS PERCEIVED POINTS OF DIFFERNCE
182 As a service output produced by marketing channels, product variety refers to the ________.
ASSORTMENT PROVIDED BY THE MARKETING CHANNEL
183 As economies advance, a growing proportion of their activities focuses on the production of
________.
SERVICES
184 As the manager of an organization that is attempting to build a Marketing Information System
(MIS), you have been informed that a MIS is built upon three fundamental information sources.
The sources are ________, marketing intelligence activities, and marketing research.
INTERNAL COMPANY RECORDS
185 As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have
selected 10 individuals who match the profile of your target customer, to participate in a
discussion on changing lifestyle trends related to health. You have also hired a skilled moderator
to facilitate the discussion and ensure that everyone participates and stays focused on the topic.
The moderator provides questions and probes based on the "script" prepared by you. The
discussions are also recorded for further analysis. Which of the following methods of acquiring
primary data is being used in this case?
FOCUS GROUP
186 At one point, Heinz made ketchup in multiple colors, including red, green, purple, pink, orange,
and teal. While they were popular for a few years, consumers stopped buying the unusual colors
and Heinz has dropped back to just making red ketchup. This is an example of the
implementation of a _____ strategy.
PRODUCT LINE CONTRACTION
187 At the heart of any marketing program is the firm's ________, its tangible offering to the market.
PRODUCT
188 AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food-
service operations. It has developed a new high-capacity fryer. The company has decided to
purchase a mailing list of thousands of food-service managers and to send out brochures with a
detachable card that the managers can use to request more information. AutoFry is involved in
LEAD GENERATION
189 Automobile manufacturers, new car and used car dealers, financing companies, and insurance
companies are all part of the automobile ________.
190 Because ________ are purchased frequently, marketers should make them available in many
locations, charge only a small markup, and advertise heavily to induce trial and build preference.
NON DURABLE GOODS
191 Bethany is in the market for a new cell phone. She tweets to her followers on Twitter: “Hey,
looking for some info about good cell phone deals. Any advice?” Bethany is using a(n) _____
information source to help her make her decision.
NON MARKETING CONTROL
192 Betty Crocker cake mixes using Hershey syrup in its cake mixes and "Lunchables" lunch
combinations with Taco Bell tacos are examples of what special type of branding?
INGREDIENT CO BRANDING
193 Boeing is one of the largest aircraft manufacturers in the world. The company sells aircrafts to
airlines around the world, such as Delta, China Air, and AirFrance. You would expect Boeing to
rely on _____ to promote its vessels.
PERSONAL SELLING
194 Brand ________ is the added value endowed to products and services
EQUITY
195 Brand ________ is the added value endowed to products and services.
EQUITY
196 Brand equity can be built by ________, which create(s) equity by linking the brand to other
information in memory that conveys meaning to customers.
SECONDARY ASSOCIATION
197 Brand salience ________.
IS HOW OFTEN AND HOW EASILY CUSTOMER THINK OF THE BRAND UNDER THE VARIOUS
PURCHASE OR CONSUMPTION SITUATIONS
198 Brands that meet consumers' initial buying criteria are called the ________.
CONSIDERATION SET
199 Buyers expect products to have high ________, which is the degree to which all the produced
units are identical and meet the promised specifications.
CONFORMENCE QUALITY
200 By visiting the Priceless.com site, MasterCard users can register for a chance to win an all-
expense-paid trip for two to New York to see two Broadway plays. This prize package will be
awarded through a(n) _____ since there is no skill involved.
LOYALTY INCENTIVE PLANS
201 Candace Popwell makes and markets Festive Holiday Truffles candy. The confectionary company
owner views the world as one big market with no individual segments and tries to reach it with
only one marketing mix. Her essentially mass-market philosophy indicates she probably uses a(n)
_____ strategy.
UNDIFFERENTIATED TARGETING
202 Chattanooga Bottling Company is licensed to bottle Coke products. The Chattanooga Bottling
Company is an example of a:
PRODUCT AND TRADE NAME FRANCHISEE
203 Claxton Bakery recently began selling its fruitcakes online. If Claxton wants a simple pricing
system that allows for different shipping charges depending on geographic segment or region,
the company should use _____ pricing.
ZONE
204 Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach
as an added ingredient. This is an example of:
CANNIBALIZATION
205 Club Penguin is an online role-playing game for kids aged 6 to 14 operated by the Walt Disney
Company. Players pay a monthly fee to gain access to all of Club Penguin’s feature, although free
memberships with limited access to games is also available. Disney offers free membership to
Club Penguin in the hope that kids who like the game will ask their parents to pay for the full
version. Disney is using which sales promotion tool?
SAMPLING
206 Cognitive psychologists believe that memory is ________, so that once information becomes
stored in memory, its strength of association decays very slowly.
EXTREEMLY DURABLE
207 Colgate manufactures a fruit-flavored SpongeBob Squarepants toothpaste for kids. The age-
based variable that distinguishes the market for this product is an example of _____
segmentation.
PSYCHOGRAPHIC
208 Community Trust Bank’s management decided to design a new product and promotion to appeal
to small to medium-sized businesses. A researcher conducted a series of focus groups with
business owners to find out more about what they wanted in bank services. With the focus
groups, Community Trust was collecting _____ data.
PRIMARY
209 Companies are recognizing that much of their market value comes from ________, particularly
their brands, customer base, employees, distributor and supplier relations, and intellectual
capital.
INTANGIBLE ASSET
210 Companies can practice targeted marketing by using ________–records of Web site usage stored
on personal browsers
COOKIES
211 Companies that adopt a concentrated marketing strategy violate which of the following old
sayings?
DON’T PULL YOUR EGGS IN ONE BASKET
212 Companies that aim to ________ strive to be affordable luxuries.
BE PRODUCT QUALITY LEADERS
213 Companies who believe that a higher sales volume leads to lower unit costs and higher long-run
profits are attempting to ________.
MAXIMISE THEIR MARKET SHARE
214 Companies who sell products door-to-door or at home sales parties are engaging in
NETWORK MARKETING
215 Compared to the other classifications of consumer products, shopping products are:
USUALLY MORE EXPENSIVE THAN CONVENIENCE PRODUCTS AND ARE FOUND IN FEWER STORES
216 Consumers are less price sensitive ________.
WHEN THEY DO IT NOT READILY NOTICE HIGHER PRICE
217 Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels
designed to apply topically, contain alcohol that kills the germs present on the skin, and
developed for use after washing hands or for those times when soap and water are not available.
These service elements are considered ________.
CATEGORY POINT OF PARITY
218 Consumers often choose and use brands that have a brand personality consistent with how they
see themselves, also known as the ________.
ACTUAL SELF CONCEPT
219 Consumers often choose and use brands that have a brand personality consistent with how they
see themselves, also known as the ________.
ACTUAL SELF CONCEPT
220 Consumers who buy your product most or all of the time are called:
LOYAL CUSTOMER
221 Consumers who send in ten UPC symbols as proof of purchase ohips Ahoy! cookies will receive a
children’s classic DVD. The DVD is an example of a:
PREMIUM
222 Consumers who worry about the environment and want products to be produced in a
sustainable way have been named ________.
LOHAS
223 Costs that differ directly with the level of production are known as ________.
VARIABLE COST
224 Costs that differ directly with the level of production are known as ________.
VARIABLE COST
225 Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome,
which is 100 percent recyclable. This is an example of a _____ orientation.
SOCIETAL MARKETING
226 Customers can purchase Hewlett-Packard computers from retail stores like Best Buy and Office
Depot, online directly from HP, and through various catalogs. HP is using a(n) _____ distribution
arrangement.
EXCLUSIVE
227 Delivery refers to how well the product or service is brought to the customer. It includes speed,
________, and care throughout the delivery process.
ACCURACY
228 Dell’s back-to-school program allows students who buy a new laptop computer for college to get
a free printer. The printer giveaway is a(n):
SALES PROMOTION
229 Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or
another event requiring insurance. Hence the slogan “You’re in Good Hands with Allstate.” These
ads focus on which of Maslow’s needs?
SOCIAL NEEDS
230 Designing a research plan calls for decisions on all of the following EXCEPT ________
SAFETY NEEDS
231 Differentiating on ________ is important for companies with complex products and becomes an
especially good selling point when targeting technology novices.
EASE OF INSTALLATION
232 During the _____ stage of the new-product development process, production starts, inventories
are built up, the product is shipped to distribution points, the sales force is trained, and
advertising and promotion begin.
COMMERCIALLIZATION
233 E&V Bridal Studios, a wedding consulting business, only works with Eastern Asian customers who
want to use their cultural heritage in their wedding ceremonies. What type of segmentation
strategy does the wedding consultant use?
CONCENTRATE3D TARGETING
234 Electrobar, a European manufacturer of industrial kitchenware, sells to industrial canteens,

restaurants, hotels, and so forth. The company provides a one-year warranty on all products and
also allows customers to pay in installments–they pay fifty percent on delivery and the rest as
equal installments. This refers to which element in the "trade-relations mix"?
CONDITIONS OF SALE
235 Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells
under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour
loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA
concept. Which of the following elements of the promotional mix would be most likely to move
people to look for the product and buy it?
A$2-OFF COUPON FOR A FIVE POUND BAG OF ALMOND FLOUR
236 Establishing and communicating the distinctive benefit(s) of the company's market offering, for
each target segment is called ________.
MARKETING POSITIONING
237 Establishing and communicating the distinctive benefit(s) of the company's market offering, for
each target segment is called ________.
MARKETING POSITIONING
238 Evenflo makes baby gates to keep toddlers away from stairs. What demographic segmentation
variable will Evenflo use to identify its target market?
FAMILY LIFE CYCLE
239 Exxon Mobil has launched a series of ads promoting its commitment to alternative energy
sources during a time when the company is recording record profits while consumers struggle
with high gas prices and environmentalists are concerned that burning fossil fuels is contributing
to the acceleration of global warming. This is an example of _____ advertising.
ADVOCACY
240 First Southern Community Bank has long tried to differentiate itself as “your friendly, hometown
bank.” However, the bank president has been concerned about a number of recent customer
service complaints. Which of the following approaches would probably be best to get a feel for
how friendly her employees really are to customers?
MYSTERY SHOPER
241 For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip
consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other
nontraditional marketing tactics to capture consumers’ interest. These communications were
directed at the _____, the persons who would decode the message.
RECIVER
242 Frequent-flyer programs are an example of financial incentives to customers in exchange for
their continuing patronage. After flying a certain number of miles or flying a specified number of
times, the frequent-flyer program participant earns a free flight or some other award such as
free lodging. Airlines that use frequent-flyer programs are practicing:
RELATIONSHIP MARKETING
243 Fujifilm Computer Products has improved the efficiency and productivity of its plant, which
manufactures printing technology. For the new fiscal year, the company projects a production
increase of 25 percent. It has instructed its sales force to aggressively distribute and promote its
printers. The CEO is sure the market will absorb more product if the sales force is determined
and assertive. Fujifilm appears to have a _____ orientation.
SALES
244 General Mills offers a deal where its cereal users can collect box tops and submit them to
General Mills to earn money for their children’s schools. This program, called the Box Tops for
Education Program, is a means of changing light users into heavier users. In other words, it is a
form of _____ segmentation.
USAGE RATE
245 Generally, _____ determine what type of intermediary a manufacturer should use.
PRODUCT CHARACTERSTICS,BUYER CONSIDERATION AND MARKET CHARACTERSTICS
246 Goodyear tire dealers were hurt financially when Goodyear made the decision to distribute its
tires through retailers such as Sears and Walmart in addition to the exclusive dealerships it had
established. The conflict that occurred at the retail level is an example of:
HORIZONTAL CONFLICT
247 H&A is a retail chain that specializes in selling goods at very low prices. To achieve this, it stocks a
very narrow assortment of basic necessities and offers customers a "no-frills" shopping
experience. H&A is an example of a(n) ________ store.
HARD DISCOUNT
248 H&M plans to open a new store in Saudi Arabia. It will be staffed completely by women. Saudi
Arabia has strict laws about women interacting with men other than their husbands, so only
women will be permitted to shop there. Which type of demographic segmentation is H&M
using?
GENDER
249 Hank operates a plumbing and electrical supply store. He has categorized its business customers
by their purchasing strategy. Hank has found it much easier to serve and satisfy the _____, who
usually recontact familiar suppliers and place an order immediately if product and delivery
requirements are acceptable.
SATISFICERS
250 Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper
products. This company has a product ________ of five lines.
WIDTH
251 Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper
products. This company has a product ________ of five lines.
WIDTH
252 Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food),
Jack Daniel’s sauces, and Weight Watcher’s diet/slimming meals and supplements. The use of
these brand names instead of the Heinz name is an example of a(n) _____ branding strategy
INDIVIDUAL
253 Heinz is expected to introduce more than 400 new products in the next two years. One of the
products is a spicier ketchup aimed at the baby boomer market. The spicier ketchup would be
considered what type of new product?
ADDITION TO EXISTING PRODUCT
254 Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are
sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of
________ segmentation.
GEOGRAPHIC
255 Holistic marketing incorporates ________, an understanding of broader concerns in the ethical,
environmental, legal, and social context of marketing activities
SOCIAL RESPONSIBILITY MARKET
256 How a consumer shops for organic foods and how he or she uses and disposes of the product is
part of the consumers' ________ that is important for marketers to consider.
CONSUMPTION SYSTEM
257 Ideal ________ would exist if users could fix the product themselves with little cost in money or
time.
REPARABILITY
258 Identify the channel function that constitutes both backward and forward flow.
OBTAINING FUNDS FOR FINANCING
259 Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond
philosophy.
THE MARKETING CONCEPT
260 Identify the four pillars of brand equity, according to brand asset valuator model
BRAND SALIENCE, BRAND FEELING, BRAND IMAGERY, BRAND PERFORMNCE

261 If a brand element can be used to introduce new products in the same or different categories,
the brand element is said to be ________.
TRANSFERABLE
262 If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using
what is called a ________.
STAKE HOLDERS PERFORMANCE SCORE CARD
263 If a consumer, trying to decide between alternatives, believes that a particular brand delivers
acceptable product performance and can be short listed, she is in the ________ level of the
brand dynamics pyramid.
PERFORMANCE
264 If a direct-mail marketer wished to direct promotional efforts toward the family of ________,
efforts need to be directed toward parents and siblings of the family members.
ORIENTATION
265 If a marketer decides to segment a market based on neighborhoods, the marketer will have
chosen the ________ method of segmentation
GEOGRAPHIC
266 If a marketer decides to segment a market based on neighborhoods, the marketer will have
chosen the ________ method of segmentation.
GEOGRAPHIC
267 If a marketing manager observes that his or her market shows no natural segments and
consumers seem to have roughly the same preferences, the marketing manager will most likely
be faced with a ________ preferences pattern.
HOMOGENIOUS
268 If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-
oriented groups, he or she is segmenting on the basis of ________.
PSYCHOGRAPHIC
269 If demand hardly changes with a small change in price, the demand is said to be ________.
INELASTIC
270 If demand hardly changes with a small change in price, the demand is said to be ________.
INELASTIC
271 If married and unmarried women respond similarly to a sale on perfume, these hypothetical
segments fail the ________ criterion for useful market segments.
DIFFERENTIABLE
272 If the goal of marketing research is to shed light on the real nature of a problem and to suggest
possible solutions or new ideas, the research is said to be ________.
EXPLORATORY
273 If your assignment was to create a value proposition and product-price positioning strategy for
each segment, based on the segment's unique customer needs and characteristics, you would be
in which of the following steps of the segmentation process?
SEGMENT POSITIONG
274 In ________ marketing, the firm ignores segment differences and goes after the whole market
with one offer
MASS
275 In ________ marketing, the firm ignores segment differences and goes after the whole market
with one offer.
MASS
276 In ________ marketing, the firm operates in several market segments and designs different
products for each segment.
DIFFERENTIATED
277 In 2008, the NBC television network used advertising, personal selling, public relations, and sales
promotion to communicate with its target audience about its new show My Own Worst
PROMOTIONAL STRATEGY
278 In 2008, United Airlines and American Airlines disclosed settlements in a class-action lawsuit over
allegations of airfreight price fixing. This means the companies:
AGREED ON THE PRIVE THEY WOULD CHARGE THJE CUSTOMER FOR AIR FRIEGHT
279 In a ________ marketing system, two or more unrelated companies put together resources or
programs to exploit an emerging marketing opportunity.
HORIZONTAL
280 In a ________ purchasing situation, the buyer wants to make some change to existing product
specifications, prices, delivery requirements, or other terms.
MODIFIED RE-BUY
281 In a catalog targeted to people who like to bake, customers can buy a single yeast bread mix
designed specifically to be baked in bread machines for $3.95 each or 12 different mixes for
$37.50. This is an example of:
PRICE BUNDLING
282 In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The
Apprentice sponsorship was an important element in Burger King’s overall marketing strategy to
build social currency for the brand through contests, advertising, and other sales promotion.
That is, the brand set out to reverse negative perceptions of Burger King through the use of a
consistent and coordinated promotional message. Burger King used:
INTEGRATED MARKETING COMMUNICATION
283 In the ________ step of the market segmentation process, the marketer determines which
demographics, lifestyles, and usage behaviors make each needs-based segment distinct and
identifiable.
SEGMENT IDENTIFICATION
284 In the cycle of complete strategic planning, taking corrective action is a part of ________.
CONTROLLING
285 In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a
haunted house. Disney is marketing a(n) ________.
EXPERIENCE
286 In which of the following cases is building a database worthwhile for the company?
WHERE THE COMPANY HAS A LONG RELATIONSHIP WITH ITS CUSTOMERS
287 In which of the following types of tests is a picture presented and respondents are asked to make
up a story about what they think is happening or may happen in the picture?
THEMATIC APPERCEPTION TEST
288 Incorporating the holistic view of marketing, the four Ps of the marketing mix can be updated to
________.
PEOPLE PROCESS PROGRAMS AND PERFORMANCE
289 Individuals and organizations utilizing a global vision to effectively market goods and services
across the world are engaged in:
GLOBAL MARKETING
290 Indonesian logging companies harvest the rain forests for timber and assume that a market
exists for their products. The typical Indonesian logging company has a(n) _____ orientation.
PRODUCTION
291 Industrial goods can be classified as ________, capital items, or suppliers and business services
based on their relative cost and how they enter the production process.
MATERIAL AND PARTS

292 Integrated marketing is the task of hiring, training, and motivating able employees who want to
serve customers well.
FALSE
293 Interpersonal communication is:
DIRECT FACE TO FACE COMMUNICATION BETWEEN TWO OR MORE PEOPLE
294 It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so
Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In
this case, the umbrella is an example of a(n) ________.
EMERGENCY GOOD
295 Jackie and Kevin like to eat at high-end restaurants where they can sit and enjoy their meal
without rushing. An ad showing food created “fast from a can” would be appealing to Jackie and
Kevin’s _____ reference group.
NON ASPIRATIONAL
296 Jake wants to open a Subway franchise in his small town. To do this, he must pay the company a
________ fee
ROYALTY
297 Jane graduated from high school in 1978, is married, and has two teenage children. Most of
Jane’s friends from high school have children who have already graduated from college and
gotten married, and some have grandchildren. Jane and her former classmates are at different
stages of the:
FAMILY LIFE CYCLE
298 Java Jacket is a company that designs and prints ads on the paper jackets that go around hot
coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the
company sent a representative to companies like Warner Brothers, eBay.com, and the Wall
Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive
exposure to a large number of potential customers. Java Jacket’s activities can best be described
as:
PERSONAL SELLING
299 JCPenney sends representatives to shop at similar retailers to make sure it is charging
comparable prices for its products. JCPenney probably uses a _____ strategy.
STATUS QUO PRICING
300 Jif is the best-selling brand of peanut butter in the country. The manufacturer purchases large
quantities of peanuts every year to manufacturer its product. This order size is an example of
_____ and would give Jif an advantage over other buyers of peanuts.
PURCHASE VALUE
301 Joanna owns a chain of fast-food joints. As the chain became more and more successful, she
decided to contribute a share of her profits each year to support cancer research. This is an
example of ________.
CAUSE RELATED MARKETING
302 Joaquin didn’t buy a netbook computer when they first came out, but he did purchase one a year
after they were introduced to the market. He is very active in his church and local arts council,
and many of his friends asked him which brand to buy when they were considering purchasing a
netbook. Joaquin is best described as a(n):
EARLY ADOPTER
303 Joe is a computer service technician. People in his neighborhood usually depend on his
suggestions for purchasing any computer accessory or hardware, as they believe that he has
access to far more information on computer technology than the average consumer. The
neighbors are also aware that Joe has the required knowledge and background for
understanding the technical properties of the products. Within this context, Joe can be called
a(n) ________.
OPINION LEADER
304 Joe is a computer service technician. People in his neighborhood usually depend on his
suggestions for purchasing any computer accessory or hardware, as they believe that he has
access to far more information on computer technology than the average consumer. The
neighbors are also aware that Joe has the required knowledge and background for
understanding the technical properties of the products. Within this context, Joe can be called
a(n) ________.
OPINION LEADER
305 Juan is a marketing professor researching consumer decision-making processes. Specifically, he is

examining if including a picture in a print advertisement is more effective than not including a
picture in influencing readers’ attitude toward the advertisement and brand advertised. He is not
researching any specific brand, but rather he is interested in testing Dual Coding theory that
predicts that pictures will have a more positive impact on attitudes. Juan is conducting _____
research.
BASIC
306 Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for
goods and services that use sustainable processes to help control pollution. This is an example of
________ for pollution.
NEGATIVE DEMAND
307 June LaVista owns a health and fitness gym. After dividing her customers into four segments
based on income range, age, level of fitness, and other selected segmentation descriptors, she
wrote out a description of each segment’s size, expected growth, frequency of exercise, and
overall profit potential. Which step in segmenting a market is LaVista engaged in?
PROFILING AND ANALYSING HER MARKET SEGMENT
308 Kellogg’s has a brand of Frosted Flakes that touts a third less sugar on the packaging. This ad is
emphasizing:
A PRODUCT ATTRIBUTE
309 Kent Longino is the marketing VP for Andersen, one of the largest manufacturers of windows in
the world. He is directing the introduction of a glass-encased sunroom that can be assembled in
a weekend. He wants to capitalize on Andersen’s existing reputation. Which learning method
should he attempt to stimulate when introducing the new product?
STIMULUS GENERALIZATION
310 Large retailers such as Target and Walmart and sellers of shopping goods such as automobiles
and furniture often use _____ for their locations.
FREE STANDING STORES
311 Lawn Boy manufactures 13 models of walk-behind lawn mowers and 6 types of riding mowers
Even though lawn mowers is a product category that does not sell year-round, sales remain
steady all year because Lawn Boy sells to wholesale distributors that stock the product. Its
wholesale distributors are helping to overcome a(n) _____ discrepancy.
TEMPORAL
312 Laws and regulations of various governments and their ongoing development and change are an
example of _____ factors that are part of the external environment of all organizations.
POLITICAL AND LEGAL
313 LifeTime Insurance screens its customers and tries to get unprofitable customers to buy services
from competitors. This is an example of ________.
TERMINATING THE RELATIONSHIP WIH LOW PROFIT CUSTOMER
314 Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and
refused. She only wanted a Diet Coke. This illustrates that Lisa needs Diet Coke to:
SATISFY A WANT
315 Luke is considering the various options available to him to promote an energy-drink, Turbozade,
that is seeing decreasing sales volumes after having peaked some time back. Which of the
following marketing communications tools should Luke focus marketing efforts on to keep the
sales volume up?
SALES PROMOTION
316 Many consumers are willing to pay $100 for a perfume that contains $10 worth of scent because
the perfume is from a well-known brand. What kind of a pricing is the company depending on?
IMAGE PRICING
317 Maria considers buying a car for herself, after she notices the advantages derived by her best
friend from his new car. Which of the following forms of stimulus has activated Maria's problem
recognition process?
EXTERNAL STIMULI
318 Market skimming pricing makes sense under all the following conditions, EXCEPT ________.
IF CONSUMER LIKELY TO DELAY BUYING THE PRODUCT UNTIL ITS PRICE DROPS
319 Marketers embed covert messages in ads or packaging of which the consumers are not
consciously aware, yet it affects their behavior. This technique employed by the marketers
targets the ________ of a consumer.
SUBLIMINAL PERCEPTION
320 Marketers embed covert messages in ads or packaging of which the consumers are not
consciously aware, yet it affects their behavior. This technique employed by the marketers
targets the ________ of a consumer.
SUBLIMINAL PERCEPTION
321 Marketers have traditionally classified products on the basis of three characteristics: ________,
tangibility, and use
DURABILITY
322 Marketers have traditionally classified products on the basis of three characteristics: ________,
tangibility, and use.
DURABILITY
323 Marketers must see themselves as benefit providers. For example, when a shopper purchases
new shoes, he/she expects the shoes to cover his/her feet and allow him/her to walk
unobstructed. This is an example of what level in the consumer-value hierarchy?
BASIC PRODUCT
324 Marketers must see themselves as benefit providers. For example, when a shopper purchases
new shoes, he/she expects the shoes to cover his/her feet and allow him/her to walk
unobstructed. This is an example of what level in the consumer-value hierarchy?
BASIC PRODUCT
325 Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference
BRAND BENEFIT
326 Marketers who target consumers on the basis of their ________ believe that they can influence
purchase behavior by appealing to people's inner selves.
CORE VALUE
327 Marketing channels can achieve economies of scale through:
SPECIALIZATION AND DIVISON OF LABOUR
328 Marketing effectiveness rating instruments and marketing audits are approaches to ________.
STRATEGIC CONTROL
329 Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of
individuals.
CRITICAL LIFE EVENTS
330 Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of
individuals.
CRITICAL LIFE EVENTS
331 Marriott Corporation now contains hotels and motels from the "budget" end of the consumer
spectrum to the "premium" end with their JD Marriott flagship locations. This is an example of a
firm that successfully performed a ________ to reach more consumers and ventures that are
more profitable.
TWO WAY STRETCH
332 Matt's retail store offers all its products at $2 lesser than its competitors throughout the year.
The store never runs any promotional campaigns or offers any additional special discounts.
Matt's retail store is following a(n) ________.
EVERYDAY LOW PRICING POLICY

333 McCarthy classified marketing activities into the four Ps of the marketing mix. These four Ps
stand for ________.
PRODUCT PRICE PROMOTION AND PLACE
334 Mission statements are at their best when they reflect a ________.
VISSION
335 Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many
young women consult this magazine as they plan their special day. The segmentation base used
to define the publication’s target market is based on _____ variables.
FAMILY LIFE CYCLE
336 Most airline frequent flyer programs reward the most frequent flyers with business class
upgrades and flight lounge privileges. Airlines are using these rewards as a means of
implementing _____ segmentation.
USAGE RATE
337 Moving ________ carries risks. The new brand can cannibalize core brand sales and lower the
core brand's quality image
DOWN MARKET
338 Mr Bansal has just ordered a number of expensive executive gifts that he will be sending as an
appreciation token to a select few customers from his client database. In which of the following
ways is Mr. Langston most likely using his database?
339 New-to-the-world products are ________.
NEW PRODUCTB THAT CREATE AN ENTIRELY NEW MARKET
340 New-to-the-world products, where the product category itself is new, are also called:
DISCOUNTINUOUS INNOVATIONS
341 Nordstrom department store emphasizes _____ by accepting returns on items not purchased
there.
CUSTOMER SATISFACTION
342 On any given day, a person may be subjected to over 2,500 advertising messages but may only
be aware of 11 to 20 of them. This is called:
SELECTIVE EXPOSURE
343 One common difficulty in creating a strong, competitive brand positioning is that many of the
attributes or benefits that make up the points-of-parity and points-of-difference are ________.
NEGATIVELY CORRELATED
344 One of the new developments in retailing is m-commerce. The “m” in m-commerce stands for:
MOBILE
345 Organizations catering to the ________ need to price their offerings carefully because these
markets usually have limited purchasing power
NON PROFIT MARKET
346 Otis places an ad in the local newspaper stating that his used Chevrolet is for sale for $4000.
Unfortunately, no one purchased Otis’s used car. Therefore, he did not engage in marketing.
FALSE
347 Over the years Cadillac has become to be thought of as “your grandparent’s car.” The new
Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement,
“When you turn your car on, does it turn you on?” This is an example of marketing designed to
help _____ Cadillac as a car for today’s younger driver.
REPOSITION
348 Over the years, Crest has added a variety of different toothpastes to its brand, such as Cavity-
Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest,
and Crest for Kids. These additions are examples of:
PRODUCT LINE EXTENSION
349 Pampers divides its market demographically on the basis of ________ into prenatal, new baby,
baby, toddler, and preschooler
AGE
baby, toddler, and preschooler.
AGE
baby, toddler, and preschooler.
AGE
352 Personal selling is more important than advertising and sales promotion if:
THE PRODUCTS BEING SOLD ARE TECHNICALLY COMPLEX
353 Points-of-parity are important while designing brand mantras for brands facing ________.
RAPID GROWTH
354 Post Properties is a company that manages apartments in various communities. It is concerned
with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by
examining the rental markets in the Southeast, the history of apartment buildings, local
economies, competitive rents, and ownership––all information that was on hand and did not
require any new research to locate. The market researcher looked at:
SECONDARY DATA
355 Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby
consumers' actions can be recorded is an example of ________.
OBSERVATIONAL RESEARCH
356 Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United
States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on
their clothing between washings, and small travel packets of Tide detergent. These other
products are part of Tide’s product line:
DEPTH
357 Producers often shift some functions to intermediaries. Which of the following is the most
significant benefit of doing this?
IT LOWERS THE PRODUCERS COST AND PRICES
358 Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished
by differences such as brand names, packaging, color, smell, or “secret” additives. With these
products, marketers attempt to convince customers that their product is significantly different
from the others and should therefore be demanded over competing brands. These marketers are
using:
PRODUCT DIFFERENTIATIONS
359 Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that
are products that the consumer does not know about or does not normally think of buying
UNSOUGHT GOODS
360 Quaker Oats and other cereal manufacturers have developed what they call “breakfast-with-one-
hand” products—no-mess breakfast bars and drinks that can be consumed while commuting.
The popularity of on-the-go food is largely the result of changes in _____ factors.
SOCIAL
361 Raj requests his father to buy him a PlayStation® for his birthday. With respect to consumer
decision roles, which role is Raj currently playing?
INITIATOR
362 Rayshawn’s favorite soft drink is Coca-Cola. If he orders a Coke at a restaurant and is told that
the restaurant serves only Pepsi products, he will often just order water rather than order a
Pepsi. He insists that he can tell the difference between the two brands. Which learning concept
is Rayshawn demonstrating?
STIMULUS DISCRIMINATION
363 Razor scooters gained instant popularity because walkers and runners frequently saw people on
the scooters zipping by them and having fun. This information suggests the adoption rate of the
Razor scooter was most affected by which product characteristic?
OBSERVABILITY
364 Redbook magazine targets what it calls “Redbook jugglers,” defined as 25- to 44-year-old women
who must juggle family, husband, and job. According to a Redbook ad, “She’s the product of the
‘me generation,’ the thirty-something woman who balances home, family, and career—more
than any generation before her, she refuses to put her pleasures aside. She’s old enough to know
what she wants, and young enough to get it.” This is an example of _____ segmentation.
DEMOGRAPHIC AND PSYCHOGRAPHIC
365 Retailers and merchant wholesalers are examples of intermediaries that:
TAKE TITLE TO A PRODUCT
366 Revenue:
EQUALS PRICES OF GOODS TIMES QUANTITY SOLD
367 Revlon cosmetics feature celebrities like Halle Berry, Kate Hudson, and Jessica Biel endorsing the
product. These are examples of a _____ executional style for advertising
SPOKESPERSON
368 Robert is the owner of an automobile manufacturing company. He calls for a board meeting and
tells his directors that he wants to build a car that lets the users experience power and
exhilaration. He tells them that the car must allow his users to soar from 0-60 kmph in about 4
seconds. He also adds in that the price of the car must be affordable enough for anybody making
a good salary. In accordance with the given scenario, Robert is trying to segment the market on
the basis of ________
NATIONALITY
369 Rochelle owns and operates a McDonald’s restaurant. She has licensed the right to use
McDonald’s name, logo, and products. Rochelle’s restaurant is an example of a(n):
FRANCHISE
370 Rotter Garder Inc. is a large-scale paint manufacturer and is known for its wide range of
decorative paint products and industrial coatings. In addition to making paints, the company also
owns and operates the retail stores which sell its products. This is an example of a(n) ________
vertical marketing system.
CORPORATE
371 Sales of luxury goods such as perfumes, colognes, and aftershaves depend heavily upon their
initial response by the consumer. A well-designed package can create convenience and
promotional value. It has been called the "silent salesman." Which of the three levels of
packaging is this "silent salesman"?
PRIMARY
372 Sales-oriented firms usually rely more heavily on promotion alone than do market-oriented
firms.
FALSE
373 Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so
he realized he’s going to have to get another one. What stage of the consumer decision-making
process does this represent?
NEED RECOGNITION
374 SAP, the world’s largest business software company, has pledged to put the “customer at the
center” of their universe. SAP has captured the idea of:
THE MARKETING CONCEPT
375 secondary data from government sources such as the Better Business Bureau
PAYROLL SYSTEMS
376 Selfridges is the second-largest department store in Great Britain. It works with House of Frasier,
one of its competitors, to reduce operating costs by sharing channels of distribution to ship
goods from 1,500-plus suppliers. Selfridges and House of Frasier are engaged in:
A STRATEGIC CHANNEL ALLIANCE
377 Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will
they buy much less leather if the price rises, unless they can find satisfactory substitutes. This is
an example of ________.
INELASTIC DEMAND
378 Social classes differ in media preferences, with upper-class consumers often preferring ________
and lower-class consumers often preferring television.
MAGAZINES AND BOOKS
379 Social media include all of the following EXCEPT:
A POPUP AD ON THE ESPN WEB SITE
380 Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny yet strong
twin speakers use Bluetooth to stream music directly from a PC or MP3 player. This small Sony
wireless speaker, which is radically different from anything currently on the market, would be
classified as a(n):
DISCONTINUOUS INNOVATION
381 Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny yet strong
twin speakers use Bluetooth to stream music directly from a PC or MP3 player. This small Sony
wireless speaker, which is radically different from anything currently on the market, would be
classified as a(n):
DISCONTINUOUS INNOVATIONS
382 Southwest Airlines offers a Rapid Rewards program that allows customers to count flights they
have taken toward free future flights. This is an example of a(n) ________.
CLUB MEMBERSHIP PROGRAMMES
383 Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable
running shoes. The shoes come with a digital component that allows them to adapt to the
runner's biomechanics. To promote this new product, Spike launches an advertising campaign
and also ropes in a famous athlete to endorse the product. This is an example of a ________.
PULL STRATERGY
384 Starbucks, Aveda, and BMW have been able to position themselves within their categories by
combining quality, luxury, and premium prices with an intensely loyal customer base. These
companies are employing a ________ strategy.
PRODUCT QUAITY LEADERSHIP
385 Statements on Patanjali cereals and breakfast bars stating that they have no artificial colors,
flavors, or preservatives would most likely be an example of _____ labeling.
INFORMATIONAL
386 Stores that are owned and operated as a group by a single organization are called _____. Under
this form of ownership, many administrative tasks are handled by the home office.
CHAIN STORES
387 Straddle positions ________.
ALLOW BRANDS TO EXPAND THEIR MARKET COVERAGE AND POTENTIAL CUSTOMER BASE
388 Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle
time are most likely to be differentiated based on ________.
RELIABILITY
389 Sure Fit, Inc. has begun a rebranding strategy to let customers know it no longer only produces
slipcovers but now also carries a line of rugs, window treatments, and bedding. Its _____ is
described as women with average annual household income of $60,000 or more.
TARGET MARKET
390 The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its
multicultural society in order to attract tourists is an example of ________ marketing.
PLACE
391 The _____ is the quantity of a product that will be sold in the market at various prices for a
specified period, and _____ is the quantity of a product that will be offered to the market by
suppliers at various prices for a specified period.
DEMAND AND SUPPLY
392 The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy
enough of the organization's products.
SELLING
393 The ________ concept holds that consumers will favor offerings that are cheaper and widely
available
PRODUCT
394 The ________ concept holds that consumers will favor offerings with the best quality,
performance, or innovative features.
PRODUCT
395 The ________ consists of all the organizations that acquire goods and services used in the
production of other products or services that are sold, rented, or supplied to others.
BUSINESS MARKET
396 The ________ consists of all the organizations that acquire goods and services used in the
production of other products or services that are sold, rented, or supplied to others.
BUSINESS MARKET
397 The ________ copies some things from the leader but differentiates on packaging, advertising,
pricing, or location.
IMITATOR
398 The ________ holds that the organization's task is to determine the needs, wants, and interests
of target markets and to deliver the desired satisfactions more effectively and efficiently than
competitors in a way that preserves or enhances the consumer's and the society's well-being.
SOCIAL RESPONSIBILITY MARKETING CONCEPT
399 The ________ in the value chain cover the sequence of bringing materials into the business
(inbound logistics), converting them into final products (operations), shipping out final products
(outbound logistics), marketing them (marketing and sales), and servicing them (service).
PRIMARY ACTIVITIES
400 The ________ is the channel stretching from raw materials to components to final products that
are carried to final buyers.
SUPPLY CHAIN
401 The ________ is the last section of the marketing plan and spells out the goals and budget for
each month or quarter, so management can review each period's results and take action as
needed.
MARKETING STRATEGY
402 The ________ process consists of analyzing marketing opportunities, selecting target markets,
designing marketing strategies, developing marketing programs, and managing the marketing
effort.
MARKETING PLANNING
403 The ________ says people have a general tendency to attribute success to themselves and
failure to external causes.
HEDONIC BIAS
404 The actual and potential rival offerings and substitutes that a buyer might consider are referred
to as the ________.
COMPETITION
405 The ads for Liquid-Plumr drain cleaner show the product being applied to a clogged drain and the
clog disappearing. These ads use a _____ executional style.
DEMONSTRATION
406 The AIDA concept:
IS A BUDGET PLAN BASED ON THE EFFECTIVENESS OF VARIOUS PROMOTIONAL MIXES IN

ACHIEVING CERTAIN OBJECTIVES
407 The aim of customer relationship management is to produce high customer ________.
LOYALTY
408 The airline and hospitality industries use ________, by which they offer discounted but limited
early purchases, higher-priced late purchases, and the lowest rates on unsold inventory just
before it expires
YIELD PRICING
409 The airline and hospitality industries use ________, by which they offer discounted but limited
early purchases, higher-priced late purchases, and the lowest rates on unsold inventory just
before it expires.
YIELD PRICING
410 The business buyer has to make the fewest decisions when involved in a ________.
STRAIGHT REBUY
411 The buying process starts when the buyer recognizes a(n) ________.
PROBLEM OR NEED
412 The Caesar Park Hotel generally caters to business customers during the week, but has now
decided to promote minivacation weekends for non-business customers as well. What is the
Caesar Park Hotel trying to do?
IT IS TRYING TO CULTIVATE NON PEEK DEMAND
413 The challenge for marketers in building a strong brand is ________.
ENSURING THAT CUSTOMERS HAVE THE RIGHT TYPE OF EXPERIENCES WITH THEIR PRODUCT
AND MARKETING PROGRAMMES TO CREATE THE DESIRED BRAND KNOWLEDGE
414 The communication process itself consists of:
ENCODING DECODING CHANNEL SENDER AND RECIEVER
415 The demand for business goods is ultimately derived from the demand for ________.
CONSUMER GOODS
416 The demand for consumer goods often affects the demand for business products. This
characteristic of business markets is called _____ demand.
DERIVED
417 The difference between the location of a producer and the location of widely scattered markets
represents a(n) _____ discrepancy.
SPATIAL
418 The external environment:
DOES NOT CHANGE OVER TIME
419 The fact that services are typically produced and consumed simultaneously is known as the
________ aspect of services
INSEPERABILITY
420 The fact that services are typically produced and consumed simultaneously is known as the
________ aspect of services.
INSEPERABILITY
421 The family in a buyers life consisting of parents and siblings is the ________.
FAMILY ORIENTATION
422 The family in a buyers life consisting of parents and siblings is the ________.
FAMILY ORIENTATION
423 The first step in the strategic brand management process is ________.
IDENTIFYING AND ESTABLISING BRAND POSITIONING
424 The goal of positioning is ________.
TO LOCATE THE BRAND IN THE MINDS OF CONSUMER TO MAXIMIZE THE POTENTIAL BENEFIT TO
THE FIRM
425 The goal of positioning is ________.
TO LOCATE THE BRAND IN THE MINDS OF CONSUMER TO MAXIMIZE THE POTENTIAL BENEFIT TO
THE FIRM
426 The Green Earth, a landscaping company, finds that the most difficult firms to get business from
are the _____, because this group considers numerous and even unfamiliar suppliers, solicits
bids, and carefully analyzes options; therefore, it requires a higher levels of customer service
OPTIMIZERS
427 The identification and profiling of distinct groups of buyers who might prefer or require varying
product and service mixes is known as ________
SEGMENTATIONS
428 The introduction of diet coke by the Coca Cola Company is an example of ________.
LINE EXTENSIONS
429 The key to perceived-value pricing is to ________.
DELIVERY MORE UNIQUE VALUE THAN COMPETITORS
430 The last step in the value creation and delivery sequence is ________ the value where the sales
force, sales promotion, advertising, and other communication tools announce and promote the
product.
COMMUNICATING
431 The main advantage of co-branding is that a product may be convincingly positioned by virtue of
the ________ involved
MULTIPLE BRANDS
432 The market for turkey products is large. If a major producer of turkeys were to introduce a
boneless fresh turkey wrapped around savory dressing, most of the large market for this new
product would be aware of its existence. The market is price sensitive, and there is some
potential competition. The appropriate strategy would be:
PENETRATION PRICING
433 The marketing research process begins by ________.
DEFINING THE PROBLEM, THE DECISION ALTERNATIVES AND RESEARCH OBJECTIVES
434 The minimum price that most consumers would pay for a given product is known as the
________ price.
LOWER BOUND
435 The most frequently cited shortcomings of current marketing plans, according to marketing
executives, are lack of realism, insufficient competitive analysis, and a ________ focus.
SHORT RUN
436 The MOST important factor in successful new-product introduction is
437 The number of times within a specified time period that an average person or household is
exposed to an advertising message is known as ________.
FREQUENCY
438 The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.
Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can
be chosen. This is an example of a:
CONTEST
439 The price of tickets to the opera vary depending on where the person would like to be seated–in
the gallery or in the stalls. This is an example of ________.
LOCATION PRICING
440 The primary purpose of ________ is to identify the range of possible brand associations in
consumers' minds.
WORD ASSOCIATIONS
441 The process by which the adoption of 3D HD televisions spreads is an example of:
DIFFUSSION
442 The process by which the adoption of an innovation spreads is referred to as:
DIFFUSSION
443 The process of selecting one or more market segments to enter is called ________.
MARKET TARGETING
444 The promotional mix consists of:
ADVERTISING, PERSONEL SELLING ,SALES PROMOTION, PUBLIC RELATION

445 The promotional mix elements that should be emphasized for products moving into the growth
stage of the product life cycle are:
PERSONEL SELLING AND PERSUASIVE ADVERTISING
446 The purpose of market segmentation is to:
447 The purpose of strategic control is to ________.
448 The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered
and whose members share similar values, interests, and behavior constitute ________.
A CULTURE
449 The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered
and whose members share similar values, interests, and behavior constitute ________.
A CULTURE
450 The reservation price or the maximum that most consumers would pay for a given product is
known as the ________ price.
UPPER BOUND
451 The sale of turkeys in the West is highest in mid-to late November, as people buy turkeys to
serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are
segmenting on the basis of ________.
452 The starting point for understanding consumer behavior is the ________ model in which
marketing and environmental stimuli enter the consumer's consciousness, and a set of
psychological processes combine with certain consumer characteristics to result in decision
processes and purchase decisions.
STIMULUS RESPONSE
453 The success of online purchasing resulted in ________ in the delivery of products and services by
intervening in the traditional flow of goods through distribution channels.
DIS INTERMEDIATION
454 The task of any business is to ________.
REDUCE COMPETITION
455 The three basic functions channel intermediaries perform are:
TRANSACTIONAL, LOGISTICAL AND FACILITATING

456 The total demand for many business goods and services is not much affected by price changes.
Thus, this demand is ________.
INELASTIC
457 The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately
describe modern marketing programs. ________ is about mixing and matching marketing
activities to maximize their individual and collective effects
INTEGRATED MARKETING
458 The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately
describe modern marketing programs. ________ is about mixing and matching marketing
activities to maximize their individual and collective effects.
INTEGRATED MARKETING
459 The Tween Scene is a retail store catering to 8- to 12-year-old boys and girls. It advertises
regularly both on radio and in the daily newspaper. The month prior to the beginning of each
new school year, the store buys extra advertising space and time. This is an example of a(n)
_____ scheduling plan.
PULSING
460 The typical approach to positioning is to inform consumers of a brand's category membership
before stating its ________,
461 The UPS Store’s advertising “What Brown Can Do for You” whiteboard campaign tells business
consumers that when it comes to getting their products delivered somewhere, UPS can help. The
advertising is focusing on:
A PRODUCT BENEFIT
462 The value of an offering is described as ________.
THE SUM OF THE TANGIBLE AND INTANGIBLE BENEFITS AND COST TO CUSTOMERS
463 ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.
The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its
soothing warmth can work at night while you sleep to restore your body. The manufacturer of
ThermaCare heat wraps is using _____ segmentation.
BENEFIT
464 Through ________, marketing statisticians can extract useful information about individuals,
trends, and segments from the mass of data.
DATA MINING
465 Through its cutting-edge point-of-sale inventory management technology and highly efficient
shipping practices, Walmart is able to keep its inventory expenditure extremely low and to pass
these savings on to consumers in the form of low prices. Walmart's strategy is best described as
________.
OVERALL COST LEADERSHIL
466 To increase its revenues, US Airways has decided to sell space on air-sickness bags to companies
that would like to use this unique channel for their promotional messages. In terms of the
promotional strategy, the air-sickness bags will be used for:
ADVERTISING
467 To keep their strategic alliances thriving, corporations have begun to develop organizational
structures to support them and have come to view the ability to form and manage strategic
alliances as core skills. This is called ________.
PARTNER RELATIONSHIP MANAGEMENT
468 To satisfy customers, a(n) ________ marketer finds a stated need and fills it
469 Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of
packaged drinking water called AquaPure. In order to induce distributors to carry the product,
Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an
example of a ________.
PUSH STRATEGY
470 Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of
packaged drinking water called AquaPure. In order to induce distributors to carry the product,
Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an
example of a ________.
PUSH STRATEGY
471 Toyota found that consumers wanted cars to last longer and be more environmentally friendly.
GM, however, enjoyed being the top U.S. car producer and focused more on how many cars and
trucks it could manufacture, not on what customers wanted from a vehicle. GM had more of a
_____ orientation.
PRODUCTION
472 Toyota found that consumers wanted cars to last longer and be more environmentally friendly.
GM, however, enjoyed being the top U.S. car producer and focused more on how many cars and
trucks it could manufacture, not on what customers wanted from a vehicle. GM had more of a
_____ orientation.
PRODUCTION
473 Trade sales promotions support a _____ strategy.
474 Troma Inc., is a famous manufacturer of cookware, that follows a traditional distributor-retailer
system to distribute its products. The company abstains from the use of automated supply chain
management (SCM) system mainly due to the fear of unknown. However, rapidly escalating
operational costs and inefficiencies have made it absolutely necessary for the company to
implement an SCM system. The company goes for a big-bang installation of SCM system to
become more competitive and cost effective. Identify the adopter group to which Troma belongs
475 Twitter is a Web site that allows users to publish micro comments. It allows users to create
accounts and publish short messages not exceeding 140 characters. Interested people can follow
a person's twitter account and the messages published by him. Many celebrities in the United
States are active tweeters and have a number of followers. Twitter is an example of a ________.
SOCIAL NETWORK
476 Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are
bought. This is known as the ________ aspect of services.
INTANGIBILITY
477 Unsought products are often sold through:
AGGRESSIVE PERSONAL SELLING, DIRECT RESPONSE ADVT,DIRECT MAIL,HIGHLY PERSUASIVE

ADVT
478 Usborne Books consultants sell books directly to customers via presentations in customers’
homes, at book fairs and community events, and at craft shows. Usborne consultants are
engaged in:
479 Value delivery process can be divided into three phases, out of which "choosing the value"
implies _______, which is the essence of strategic marketing.
SEGMENTATION ,TARGETING ,POSITIONING
480 Volkswagen developed an 18-month-long project to gain a better understanding of the American
culture so it could develop cars more appealing to this market. The research project was called
Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen’s marketing
research.
DISCRIPTIVE
481 W.W. Grainger, Inc. is one of the world’s largest business-to-business distributors of equipment,
component parts, and supplies in the United States and Canada. It has ownership title to over
220,000 products, which are stocked in one national and nine regional warehouses to guarantee
product availability and quick service to the many manufacturers who are its customers. W.W.
Grainger is an example of a(n):
MERCHANT WHOLESALER
482 Walmart is the largest retailer in the world, and many consumer packaged-goods manufacturers
like Kraft have offices in Bentonville, Arkansas, where Walmart is headquartered. Walmart has
the ability to influence manufacturers to lower their prices so that it can deliver on its low-price
guarantee to consumers. Walmart possesses:
CHANNEL POWER
483 Warren loves to go to the beach on his vacation but hates to have to worry about the possibility
of hurricanes. As Warren looked for where he should go on vacation this summer, he consulted a
publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not
in the hurricane belt. Now he will only consider these island resorts as possible vacation
destinations. This group of resort islands is called Warren’s:
EVOCED SET
484 What are customer touch points?
485 What goods are similar in quality but different enough in price to justify shopping comparisons?
HOMOGENEOUS SHIPPING GOODS
486 What is the traditional view of marketing?
FIRMS SHOLUD JUST FOCUS ON PRODUCTION BCZ IF THE PRODUCTS ARE GOOD THEN THEY WILL
AUTOMATICALLY SELL.
487 What types of goods are purchased frequently, immediately, and with minimum effort by the
consumers?
CONVENIENCE GOODS
488 What types of goods are purchased frequently, immediately, and with minimum effort by the
consumers?
CONVENIENCE GOODS
489 When a bank takes loan requests over the phone and hand-delivers the money to the customer,
it becomes a ________ specialist.
SERVICE
490 When a business gets to know market segments intimately and pursues either cost leadership or
differentiation within the target segment, it is employing a ________.
FOCUSED STRATEGY
491 When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with
the brand, the consumer is expressing ________.
BRAND KNOWLEDGE
492 When a customer places an order at flikpart.com, the company processes the customer's
payment information, sends the order to the nearest warehouse, and ships the order via FedEx.
This is best described as the ________.
493 When a firm looks for new users in groups that might use the product but do not, the firm is
using the ________ strategy.
MARKET PENETRATION
494 When a firm uses an established brand to introduce a new product, it is called a ________.
BRAND EXTENSION
495 When a firm uses an established brand to introduce a new product, it is called a ________.
BRAND EXTENSION
496 When a marketer expresses his or her vision of what the brand must be and do for consumers,
they are expressing what is called ________.
BRAND PROMISE
497 When Amy goes shopping for clothes, she goes into every store in the mall looking for the best
deal. She is very price conscious. On the basis of loyalty status, Amy can be described as
A SWITCHER
498 When Apple introduced its iPhone, it was priced at $599. This allowed Apple to earn the
maximum amount of revenue from the various segments of the market. Two months after the
introduction, the price has come down to $399. What kind of a pricing did Apple adopt?
MARKET SKIMMING PRICING
499 When Apple introduced its iPhone, it was priced at $599. This allowed Apple to earn the
maximum amount of revenue from the various segments of the market. Two months after the
introduction, the price has come down to $399. What kind of a pricing did Apple adopt?
MARKET SKIMMING PRICING
500 When Coca-Cola carries a different price depending on whether the consumer purchases it in a
fine restaurant, a fast-food restaurant, or a vending machine, then this form of price
discrimination is known as ________.
CHANNEL PRICING
501 When companies measure the number of people who are willing and able to buy their products,
they are measuring ________.
DEMAND
502 When companies search for new ways to satisfy customers and distinguish their offering from
others, they look at the ________ product, which encompasses all the possible augmentations
and transformations of the product.
POTENTIAL
503 When consumers examine products, they often compare an observed price to an internal price
they remember. This is known as a(n) ________ price.
REFERENCE
504 When consumers examine products, they often compare an observed price to an internal price
they remember. This is known as a(n) ________ price.
REFERENCE
505 When consumers share a strong need that cannot be satisfied by an existing product, it is called
________.
LATENT DEMAND
506 When firms look for new users in groups that have never used the product before, the firm is
using the ________ strategy
NEW MARKET SEGMENT
507 When Gary was a high school student, he enjoyed rock music and regularly purchased hip
clothing sported by his favorite rock band. However, five years later, when Gary became an
accountant, his preference shifted toward formal clothing. Which of the following personal
characteristics is likely to have had the most influence on Gary's preferences during his high
school days?
AGE
508 When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a
household staple outside the United States. Heinz had to show foreign users how ketchup can be
used. Globally, Heinz has had to rely primarily on _____ advertising.
INFORMATIVE
509 When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a
household staple outside the United States. Heinz had to show foreign users how ketchup can be
used. Globally, Heinz has had to rely primarily on _____ advertising.
INFORMATIVE
510 When hotels, motels, and airlines offer discounts in slow selling periods, they are said to be
offering ________.
SEASONAL DISCOUNTS
511 When museums charge a lower admission fee to students and senior citizens, then this form of
price discrimination is known as ________.
CUSTOMER SEGMENT PRICING
512 When Nike attempts to get close to its customers at the local level by sponsoring local school
teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the
following marketing formats?
GRASSROOTS MARKETING
513 When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the
traditional powdered detergent segment switched to the liquid product. Rather than real sales
growth, P&G simply experienced the shifting of existing customers to a new product. This
exemplifies a drawback of multisegment targeting strategy called:
CANNIBALIZATION
514 When Procter & Gamble wanted to enter the hair-care market, it purchased Wella, a leading
German company specializing in hair-care products. What new product category does this
acquisition represent for P&G?
NEW PRODUCT LINE
515 When Rick purchased a Xerox color printer for his law office, he was able to mail in a proof-of-
purchase and his cash register receipt to receive a check from Xerox for $200. Rick received a:
REBATE
516 When selecting a test market city, a researcher should look for a city:
WHERE A DEMOGRAPHIC AND PURCHASING HABITS MIRROR THE OVERALL MARKET FOR THE
PRODUCT
517 When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to
Starbucks because they don't drink coffee, Starbucks was employing a ________ strategy
NEW MARKET SEGMENT
518 When supermarkets and department stores drop the price on well-known brands to stimulate
store traffic, they are said to be following ________.
LOSS LEADER PRICING
519 When the marketers of a mobile phone manufacturing company want to determine the impact
of individual media such as television and online display ads on sales as well as that of trade
activities like every day low price, off-shelf display and so on, they usually use ________.
MARKETING MIX MODELS
520 When the total market expands, the ________ usually gains the most.
MARKET LEADERS
521 When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying to
________.
POSITION ITS PRODUCT
522 When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying to
________.
POSITION ITS PRODUCT
523 When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and
tennis pros out to visit with 40 women tennis players of various abilities in locations from
California to Florida to find out what women players want in a racquet, what kind of research
were they conducting?
PRIMARY
524 Which is the first step to be performed by a marketer in developing effective marketing
communications?
IDENTIFYING A TAARGET AUDIENCE
525 Which marketing management philosophy is often adopted by organizations that sell unsought
products such as life insurance, retirement plans, and preplanned funeral services?
SALES ORIENTSTION
526 Which of the following actions would result in the elimination of uncontrollable returns of
products in the short run?
CANNOT BE ELIMINATED
527 Which of the following ads depict an informational appeal?
THOMPSON WATER SEAL CAN WITH STAND INTENSE RAIN, SNOW AND HEAT
528 Which of the following are tangible goods that normally survive many uses?
DURABLE GOODS
529 Which of the following are tangible goods that normally survive many uses?
DURABLE GOODS
530 Which of the following best describes a car company's value proposition?
WE SELL THE SAFEST , MOST DURABLE WAGON

531 Which of the following best represents the chief advantage of pursuing a selective specialization
multisegment strategy?
IT DIVERSIFIES THE FIRMS RISK
532 Which of the following can be considered a primary activity in the value chain process?
IN BOUND LOGISTICS
533 Which of the following channels is associated with the lowest cost per transaction?
INTERNET
534 Which of the following channels is best suited for interactive marketing?
INTERNET
535 Which of the following consumer promotion tools offers a free amount of a product or service
delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or
featured in an advertising offer?
SAMPLES
536 Which of the following criteria relates to consumers seeing the brand association as distinctive
and superior to relevant competitors?
DIFFERENTIABILITY
537 Which of the following criteria relates to the company having the internal resources and
commitment to feasibly and profitably create and maintain the brand association in the minds of
consumers?
DELIVERABILITY
538 Which of the following elements of the marketing communication mix involves use of mail,
telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from
specific customers and prospects?
DIRECT MARKETING
539 Which of the following elements of the marketing communication mix involves use of mail,
telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from
specific customers and prospects?
DIRECT MARKETING
540 Which of the following elements of the marketing communications mix involves a variety of
short-term incentives to encourage trial or purchase of a product or service?
SALES PROMOTION
541 Which of the following elements of the marketing communications mix involves a variety of
short-term incentives to encourage trial or purchase of a product or service?
SALES PROMOTION
542 Which of the following entities is present in a zero-level marketing channel?
CONDUMERS
543 Which of the following is a challenge in which business marketers differ from the consumer
marketers?
GEOGRAPHICAL CONCENTRATED BUYERS
544 Which of the following is a characteristic of a service?
IT DOES NOT RESULT IN THE OWNERSHIP OF ANYTHING
545 Which of the following is a defensive criterion for choosing brand elements
ADAPTABLE
546 Which of the following is a form of mass communications channel?
PUBLIC RELATIONS
547 Which of the following is a postpurchase service offered by retailers?
DELIVERY TO THE CUSTOMER DOOR STEP
548 Which of the following is a pricing policy whereby a firm charges a high introductory price, often
coupled with heavy promotion?
PRICE SKIMMING
549 Which of the following is a step in one-to-one marketing that can be adapted for CRM
marketing?
CUSTOMIZE PRODUCTS, SERVICE AND MESSEGES TO EACH CUSTOMER
550 Which of the following is an advantage of personal interviews?
INTERVIEWERS CAN RECORD ADDITIONAL OBSERVATIONS ABOUT THE RESPONDANT SUCH AS

BODY LANGUAGE
551 Which of the following is an example of a personal selling communication platform?
SALES PRESENTATION
552 Which of the following is an example of a pure tangible good
SHAMPOO
553 Which of the following is an example of a zero-level channel?
A COMPANY TAKE ONLINE ORDERS FROM CUSTOMERS AND SHIPS THE PRODUCTS TO THEM
554 Which of the following is considered as a "sin" in the marketing discipline?
USING THE TECHNOLOGY IN AN INEFFICIENT MANNER
555 Which of the following is considered to be a more advanced form of information search wherein
the person might phone friends or go online to secure information about a product or service?
ACTIVE INFORMATION SEARCH
556 Which of the following is considered to be the most versatile of all the contact methods?
PERSONEL INTERVIEW
557 Which of the following is generally acknowledged as the most powerful advertising medium and
reaches a broad spectrum of consumers at low cost per exposure?
TELEVISION
558 Which of the following is likely to occur during economic downturns?
THE PURCHASING POWER OF THE PEOPLE DECLINES
559 Which of the following is most consistent with the integrated marketing approach?
ALL COMMUNICATION TO CONSUMERS MUST DELIVER A CONISTANT MESSAGE IRRESPECTIVE

OF THE MEDIUM
560 Which of the following is not conducive to database marketing?
UNCLE JIMS SELLS ITS RANGE OF SNACKS IN STORE THROUGH OUT THE COUNTRY
561 Which of the following is the first step in setting a pricing policy?
SELECTING THE PRICING OBJECTIVE
562 Which of the following is the first step in setting a pricing policy?
SELECTING THE PRICING OBJECTIVE
563 Which of the following is the marketing communications objective for a new-to-the-world
product, such as electric cars?
ESTABLISHING CATEGORY NEED
564 Which of the following is the most accurate description of a value network?
A SYSTEM OF PARTENERSHIPS AND ALIANCES THAT A FIRM CREATES TO SOURCE,

AUGMENT,DELIVER ITS OFFERING
565 Which of the following is true about trends in worldwide population growth?
POPULATION GROWTH IS HIGHEST IN DEVEOPING COUNTRY
566 Which of the following is true regarding a marketing audit?

IT IDENTIFIES THE MOST NEEDED IMPROVEMENTS AND INCORPORATES THEM INTO A
CORRECTIVE ACTION PLAN WITH SHORT AND LONG RUN STEPS
567 Which of the following is true regarding annual-plan control?
THE TOOLS USED FOR THIS PURPOSE ARE SALES ANALYSIS, MRKT SHARE ANALYSIS,MRKTNG
EXPENSE TO SALES ANALYSIS, FINANCIAL ANLYSIS
568 Which of the following is true regarding price elasticity?
569 Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?
RELEVANCE
570 Which of the following marketing strategies requires either identifying additional opportunities
to use the brand in the same basic way or identifying completely new and different ways to use
the brand?
INCREASING FREQUENCY OF CONSUMPTION
571 Which of the following may qualify for trademark protection?
SOUND,SUCH AS INTELS FAMOUS 5NOTE JINGLE,
ABBREVIATIONS,SUCH AS BUD
CATCHY PHRASES,SUCH AS EVERY KISS BEGINS WITH KAY
SHAPES SUCH AS THE COCACOLA BOTTLE
ALL ANSWERS ARE CORRECT
572 Which of the following products is most likely to be considered an example of a heterogeneous
shopping product?
AN APPARTMENT
573 Which of the following products is most likely to be in the decline stage of its product life cycle?
PRE RECORDED AUDIOCASSETTE TAPS
574 Which of the following products is most likely to be sold using an exclusive distribution strategy?
DESIGNER LANGUAGE
575 Which of the following reflects the "people" component of the marketing mix?
THE INTERNAL MARKETING OF THE FIRM
576 Which of the following reflects the "people" component of the marketing mix?
THE INTERNAL MARKETING OF THE FIRM

577 Which of the following stages of the new-product development process is the first filter, which
serves to eliminate new-product ideas that are inconsistent with the organization’s new-product
strategy or are obviously inappropriate for some other reason?
IDEA SCREENING
578 Which of the following statements about a typical sales-oriented business is TRUE?
THE COMPANY INVEST THE MAJORITY OF ITS RESOURCES IN PROMOTING ITS PRODUCT AND
SERVICE
579 Which of the following statements about brand mantras is true?
THEY CAN PROVIDE GUIDANCE ABOUT WHAT AD CAMPAIGNS TO RUN AND WHERE AND HOW
TO SELL THE BRAND
580 Which of the following statements about market segmentation is true?
IT IS THE PROCESS OF IDENTIFYING AND PROFILING DISTICT GROUPS OF BUYERS WHO DIFFER IN
THEIR NEEDS AND WANTS
581 Which of the following statements about marketing is true?
IT CAN HELP CREATE JOBS IN THE ECONOMY BY INCREASING DEMAND FOR GOODS AND
SERVICES
582 Which of the following statements about the branding guidelines for a small business is true?
A SMALL BUSINESS MUST CREATIVELY CONDUCT LOW COST MARKETING RESEARCH
583 Which of the following statements about the product life cycle (PLC) is true?
THE PLC IS ESPECIALLY USEFUL FOR THE PREDICTING TOOL
584 Which of the following techniques was suggested by Freud to trace a person's motivations from
the stated instrumental ones to the more terminal ones?
LADERING
585 Which of the following terms is most closely associated with the statement: "attributes or
benefits consumers strongly associate with a brand, positively evaluate, and believe that they
could not find to the same extent with a competitive brand"?
POINTS OF DIFFERENCES
586 Which of the following terms refers to the degree to which the innovation can be tried on a
limited basis?
DIVISIBILITY
587 Which of the following traits of a brand's ability to become a lovemark relates to drawing
together stories, metaphors, dreams, and symbols?
MYSTERY
588 Which of the following would be considered a new product
A NEW PRODUCT LINE
AN IMPROVEMENT OR REVISION OF EXISTING PRODUCT
AN ADDITION TO A EXISTING PRODUCT LINE
A NEW TO THE WORLD PRODUCT
ALL THE ANSWERS ARE CORRECT
589 Which of the following would be the best illustration of a subculture?
A RELIGION
590 Which sales promotion tool allows the consumer the opportunity to try a product or service for
free?
SAMPLING
591 Which type of consumer sales promotion rewards loyal consumers for making multiple
purchases of a particular good or service?
A FREQUENT BUYER PROGRAME
592 Which type of survey research method involves interviewing people in the common areas of
shopping malls?
MALL INTERCEPT INTERVIEW
593 With ________ as a target market strategy, the firm concentrates on serving many needs of a
particular customer group.
MARKET SPECIALIZATION
594 With respect to powerful brand elements, ________ is an extremely efficient means to build
brand equity. This element functions as a useful "hook" or "handle" to help consumers grasp
what the brand is and what makes it special
A SLOGAN
595 With respect to powerful brand elements, ________ is an extremely efficient means to build
brand equity. This element functions as a useful "hook" or "handle" to help consumers grasp
what the brand is and what makes it special.
A SLOGAN
596 With respect to the "six brand building blocks," ________ signifies how well the product or
service meets customers' functional needs.
BRAND PERFORMANCE
597 With respect to the brand building pyramid, at which of the following "building block levels"
would we expect the consumer to develop an intense, active loyalty?
RESONANCE
598 With respect to the brand building pyramid, the branding objective of developing deep, broad
brand awareness corresponds to which of the following "building block levels"?
SALIENCE
599 You can purchase an iPod at a variety of retail locations, such as Best Buy and MicroCenter.
However, iPod apparel can also be purchased at Apple Store stores or from Apple’s Web site.This
creates the potential for _____ conflict in the channel of distribution.
VERTICAL
600 You must conduct research to find out a great deal of information about the motives and desires
of potential customers for a home delivery grocery service. You need a sample of at least 300
people who spend at least $100 weekly at the supermarket, and you don’t have a lot of money
to conduct the research. You should use
MAIL SURVEYS.

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1 Jel Sert Company makes convenient, durable, and eye-catching packaging.

CLOSING THE SALE

3 ________ are formal statements of expected product performance by the manufacturer.

4 ________ is a period of rapid market acceptance and substantial profit improvement.

5 ________ is based on the development, design, and implementation of marketing programs,

BREAK EVEN ANALYSIS

INTEGRATED MARKETING COMMUNICATION

BRAND TRACKING STUDIES

CATEGORY POINTS OF PARITY

32 ________ are formal statements of expected product performance by the manufacturer

35 ________ are sets of interdependent organizations participating in the process of making a

36 ________ are sets of interdependent organizations participating in the process of making a

37 ________ are visual representations of consumer perceptions and preferences.

MAINTANANCE AND REPAIRS

41 ________ encompass sales forecasting, production planning, and inbound materials

45 ________ is a measure of communications effectiveness that describes the percentage of target

49 ________ is based on the development, design, and implementation of marketing programs,

51 ________ is the ability of a company to prepare on a large-scale basis individually designed

CUSTOMER BASED BRAND QUALITY

54 ________ is the period of slow sales growth and nonexistent profits

55 ________ is the period of slow sales growth and nonexistent profits.

64 ________ refers to the process in which information gets out of memory.

MARKETING REASEARCHING AGGREGATOR

68 A ________ can be defined as any information-bearing experience a customer or prospect has

70 A ________ consists of two parts: a naked solution and discretionary options.

FLEXIBLE MARKETIG OFFERINNG

71 A ________ is "unpredictable, short-lived, and without social, economic, and political

74 A ________ is a set of all brand lines that a particular seller makes

MARKETING INTELEGENT SYSTEM

MARKETING INTELEGENT SYSTEM

MARKETING INTELEGENT SYSTEM

79 A ________ is an organized collection of comprehensive information about individual customers

CUSTOMER DATA BASE

82 A ________ of a business focuses on selling a product or service to an existing market.

TARGET MARKET DEFINATION

84 A brand mantra should be ________.

COMMUNICATION,SIMPLE AND INSPIRATIONAL

STRATEGIC BUSINESS UNIT

COUNDUCT REASEARCH TO DETERMINING IF ITS CUSTOMER NEEDS CHANGED

92 A company's sales potential would be equal to market potential if ________.

THE COMPANY GETS 100% SHARE OF THE MARKET

93 A company's sales potential would be equal to market potential if ________.

THE COMPANY GETS 100% SHARE OF THE MARKET

102 A flight with complementary drinks is an example of a ________

MAJOR SERVICE WITH ACCOMPANYING MINOR GOOD AND SERVICES

103 A franchise organization is an example of a(n) ________ vertical marketing system.

PEOPLE HAVE SUFFCIENT PURCHASING POWER

107 A jobber in a three-level marketing channel is a(n) ________.

108 A job-shop specialist ________.

CUSTOMIZES ITS PRODUCT FOR ITS INDIVIDUAL CUSTOMERS

BRICK AND CLICK

SEPARATE FAMILY BRAND NAME

111 A manufacturer is using legitimate power when it ________.

REQUEST A BEHAVIOUR THAT IS WARANTED UNDER THE SELLING CONTRACT

DOWN MARKET STRETCH AND UPMARKET STRETCH

1) CURRENT RETAILER WHO CARRY THE MANUFACTURING EQUIPMENTS

THE AMOUNT OF CONSUMPTION

IMPLEMENTED IT’S CRISIS MGT PLAN

CONSUMER BUYING PATTERN CHANGES

129 A scale that connects two bipolar words is called a ________.

PLAN THE RESEARCH DESIGN

131 A social definition of marketing says ________.

ANNOUNCING CATEGORY BENEFITS

VERTICAL MARKETING SYSTEM