1) ________ includes all the actual and potential rival offerings and substitutes
that a buyer might consider.
A) Competition
B) A value proposition
C) The product offering
D) The marketing environment
E) The supply chain
2) The strength of the ________ depends on the mutually profi table business relationships
built by the company and its supporting stakeholders.
A) sales network
B) supply chain network
C) holistic union
D) integrated network
E) marketing network
3) When Jack purchases his air-conditioning unit in the winter to avoid the high
prices found in the summer, he is exhibiting ________ demand.
A) impulse
B) irregular
C) negative
D) latent
E) declining
4) Julia hates smoking and is willing to pay an extra tax just to help eliminate
smoking in her city. She is exhibiting ________ with respect to smoking.
A) nonexistent demand
B) negative demand
C) unwholesome demand
D) declining demand
E) latent demand
5) If marketers are characterized as "gardening" rather than "hunting," the
________ is most likely to be the concept the marketers are following.
A) product concept
B) production concept
C) selling concept
D) marketing concept
E) social responsibility concept
6) When 3M, HP, and Motorola practice researching or imaging latent needs of
consumers through a "probe-and-learn" process, they are most likely using
which of the following marketing orientations with respect to their consumers?
A) Proactive marketing orientation
B) Reactive market orientation
C) Promotion orientation
D) Supply-side orientation
E) Selling orientation
7) Kroger supermarkets are aggressively pursuing a strategy of capturing a larger
share of the customer's "stomach." Which of the following shifts in marketing
management is most appropriate for this example?
A) From a focus on gaining market share to a focus on building customer share.
B) From building brands through advertising to building brands through performance
and integrated communications.
C) From marketing does the marketing to everyone does the marketing.
D) From focusing on profitable transactions to focusing on customer lifetime
value.
E) From relying on old market positions to uncovering new ones.
8) Another way to describe a value delivery network (partnering with specific suppliers
and distributors) is to call it a ________.
A) teamwork group
B) supply chain
C) domestic power center
D) link to relationships
E) cabal
9) Business realignment may be necessary to maximize core competencies.
Which of the following would be one of the steps in this realignment process?
A) revamping the ethics statement
B) reviewing all macro relationships
C) redefining the business concept (the "big idea")
D) reviewing successes from e-commerce (if any)
E) reviewing global outreach projections
10) Harvard professor Ted Levitt argues that ________ of a business are superior
to ________.
A) marketing definitions; market definitions
B) market definitions; product definitions
C) product definitions; service definitions
D) service definitions; market definitions
E) none of the above
11) During Jill's market research study, many customers indicated that traditional
oven mitts made it very difficult to hold cooking utensils, pots, and baking
dishes, resulting in frequent spills and burns. Jill brought her findings to
the research department, and her company leveraged its engineering and design
competencies to develop a new hand-held hot-pad that allows for significantly greater dexterity in handling hot cooking implements, while protecting
the cook from burns. This is an example of the ________ element of
the holistic marketing framework.
A) value creation
B) value exploration
C) value delivery
D) value networking
E) value focus
12) Sony's former president, Akio Morita, wanted everyone to have access to
"personal portable sound," so his company created the Walkman and portable
CD player. This vision was reflected in the company's ________.
A) vertical
B) SWOT analysis
C) consumer intelligence
D) database
E) mission statement
13) Gerber serves primarily baby food. In choosing to focus on the baby market,
Gerber is defining its competitive sphere on the basis of ________.
A) industry
B) vertical
C) competence
D) market segment
E) geography
14) is ________.
A) population
B) suppliers
C) government reports dealing with birth rates
D) communication (such as advertising)
E) competitors
15) Over the past three decades in the United States, the rich have grown richer
and the middle class has ________.
A) been ignored because of problems with the poorer classes
B) shrunk
C) stayed about the same
D) matched the rich in terms of relative growth
E) increased slightly
16) Which of the following groups is most vulnerable to recent income distribution
trends in the United States?
A) Pharmaceutical firms
B) Large discount chains
C) Makers of high-end sports cars
D) Expensive and exclusive restaurants
E) Conventional retailers offering medium-priced goods
17) Examples of ________ that were considered to be successful for toy retailers
were Beanie Babies, Furbies, and Tickle Me Elmo dolls.
A) trends
B) styles
C) fashions
D) fads
E) megatrends
18) William rose rapidly in his organization and was the youngest CEO in the company's
history. William would be characterized as a ________.
A) seeker
B) preserver
C) maker
D) taker
E) reaper
19) ________ is the systematic design, collection, analysis, and reporting of data
and findings relevant to a specific marketing situation facing the company.
A) Demographics
B) MIS (marketing information system)
C) Marketing intelligence
D) Marketing research
E) Marketing management
20) A ________ is a gathering of 6 to 10 people who are carefully selected based
on certain demographic, psychographic, or other considerations and brought
together to discuss at length various topics of interest.
A) consumer dyad
B) Nielsen sample family
C) focus group
D) virtual research market
E) market maven
21) In spite of the rapid growth of marketing research, many companies still fail
to use it sufficiently or correctly. Barriers to the use of marketing research
include all of the following EXCEPT ________.
A) personality and presentational differences
B) a broad conception of the research
C) late and occasionally erroneous findings
D) uneven caliber of researchers
E) poor framing of the problem
22) One of the don'ts of questionnaire construction is to ensure that fixed responses
do not overlap. Which of the following is the best illustration of a
problem that this "don't" might cause?
A) An income question asks for an income designation in one of the following
income categories: $0-$20,000, $20,000-$40,000, or $40,000 and above.
B) A consumer is asked whether or not he or she could spy on another consumer's
shopping experience.
C) A consumer is asked to describe a recent event while driving.
D) A consumer must describe a cartoon about buying a car.
E) A question has three possible responses: yes, no, or maybe.
23) All of the following would be among the Peppers and Rogers's four-step framework
for one-to-one marketing that can be adapted to CRM marketing EXCEPT
________.
A) identifying your prospects and customers
B) customizing products, services, and messages to each customer
C) always offering the lowest price
D) interacting with individual customers to learn their needs
E) differentiating customers in terms of their needs and value to the company
24) Harley-Davidson sells more than motorcycles and accessories. Its dealerships
also sell branded clothing and licensed goods. This expansion of dealership
sales offerings is an attempt to increase the value of the customer base
by ________.
A) enhancing the growth potential of each customer through cross-selling
B) reducing the rate of customer defection
C) making low-profi t customers more profi table
D) terminating low-profi t customers
E) increasing the longevity of the customer relationship
25) Although actual costs vary from business to business depending on the complexity
of the sales process, the most expensive customer acquisition method
based on cost per solicitation is ________.
A) personal selling
B) direct mail
C) e-mail
D) telemarketing
E) banner advertisements
that a buyer might consider.
A) Competition
B) A value proposition
C) The product offering
D) The marketing environment
E) The supply chain
2) The strength of the ________ depends on the mutually profi table business relationships
built by the company and its supporting stakeholders.
A) sales network
B) supply chain network
C) holistic union
D) integrated network
E) marketing network
3) When Jack purchases his air-conditioning unit in the winter to avoid the high
prices found in the summer, he is exhibiting ________ demand.
A) impulse
B) irregular
C) negative
D) latent
E) declining
4) Julia hates smoking and is willing to pay an extra tax just to help eliminate
smoking in her city. She is exhibiting ________ with respect to smoking.
A) nonexistent demand
B) negative demand
C) unwholesome demand
D) declining demand
E) latent demand
5) If marketers are characterized as "gardening" rather than "hunting," the
________ is most likely to be the concept the marketers are following.
A) product concept
B) production concept
C) selling concept
D) marketing concept
E) social responsibility concept
6) When 3M, HP, and Motorola practice researching or imaging latent needs of
consumers through a "probe-and-learn" process, they are most likely using
which of the following marketing orientations with respect to their consumers?
A) Proactive marketing orientation
B) Reactive market orientation
C) Promotion orientation
D) Supply-side orientation
E) Selling orientation
7) Kroger supermarkets are aggressively pursuing a strategy of capturing a larger
share of the customer's "stomach." Which of the following shifts in marketing
management is most appropriate for this example?
A) From a focus on gaining market share to a focus on building customer share.
B) From building brands through advertising to building brands through performance
and integrated communications.
C) From marketing does the marketing to everyone does the marketing.
D) From focusing on profitable transactions to focusing on customer lifetime
value.
E) From relying on old market positions to uncovering new ones.
8) Another way to describe a value delivery network (partnering with specific suppliers
and distributors) is to call it a ________.
A) teamwork group
B) supply chain
C) domestic power center
D) link to relationships
E) cabal
9) Business realignment may be necessary to maximize core competencies.
Which of the following would be one of the steps in this realignment process?
A) revamping the ethics statement
B) reviewing all macro relationships
C) redefining the business concept (the "big idea")
D) reviewing successes from e-commerce (if any)
E) reviewing global outreach projections
10) Harvard professor Ted Levitt argues that ________ of a business are superior
to ________.
A) marketing definitions; market definitions
B) market definitions; product definitions
C) product definitions; service definitions
D) service definitions; market definitions
E) none of the above
11) During Jill's market research study, many customers indicated that traditional
oven mitts made it very difficult to hold cooking utensils, pots, and baking
dishes, resulting in frequent spills and burns. Jill brought her findings to
the research department, and her company leveraged its engineering and design
competencies to develop a new hand-held hot-pad that allows for significantly greater dexterity in handling hot cooking implements, while protecting
the cook from burns. This is an example of the ________ element of
the holistic marketing framework.
A) value creation
B) value exploration
C) value delivery
D) value networking
E) value focus
12) Sony's former president, Akio Morita, wanted everyone to have access to
"personal portable sound," so his company created the Walkman and portable
CD player. This vision was reflected in the company's ________.
A) vertical
B) SWOT analysis
C) consumer intelligence
D) database
E) mission statement
13) Gerber serves primarily baby food. In choosing to focus on the baby market,
Gerber is defining its competitive sphere on the basis of ________.
A) industry
B) vertical
C) competence
D) market segment
E) geography
14) is ________.
A) population
B) suppliers
C) government reports dealing with birth rates
D) communication (such as advertising)
E) competitors
15) Over the past three decades in the United States, the rich have grown richer
and the middle class has ________.
A) been ignored because of problems with the poorer classes
B) shrunk
C) stayed about the same
D) matched the rich in terms of relative growth
E) increased slightly
16) Which of the following groups is most vulnerable to recent income distribution
trends in the United States?
A) Pharmaceutical firms
B) Large discount chains
C) Makers of high-end sports cars
D) Expensive and exclusive restaurants
E) Conventional retailers offering medium-priced goods
17) Examples of ________ that were considered to be successful for toy retailers
were Beanie Babies, Furbies, and Tickle Me Elmo dolls.
A) trends
B) styles
C) fashions
D) fads
E) megatrends
18) William rose rapidly in his organization and was the youngest CEO in the company's
history. William would be characterized as a ________.
A) seeker
B) preserver
C) maker
D) taker
E) reaper
19) ________ is the systematic design, collection, analysis, and reporting of data
and findings relevant to a specific marketing situation facing the company.
A) Demographics
B) MIS (marketing information system)
C) Marketing intelligence
D) Marketing research
E) Marketing management
20) A ________ is a gathering of 6 to 10 people who are carefully selected based
on certain demographic, psychographic, or other considerations and brought
together to discuss at length various topics of interest.
A) consumer dyad
B) Nielsen sample family
C) focus group
D) virtual research market
E) market maven
21) In spite of the rapid growth of marketing research, many companies still fail
to use it sufficiently or correctly. Barriers to the use of marketing research
include all of the following EXCEPT ________.
A) personality and presentational differences
B) a broad conception of the research
C) late and occasionally erroneous findings
D) uneven caliber of researchers
E) poor framing of the problem
22) One of the don'ts of questionnaire construction is to ensure that fixed responses
do not overlap. Which of the following is the best illustration of a
problem that this "don't" might cause?
A) An income question asks for an income designation in one of the following
income categories: $0-$20,000, $20,000-$40,000, or $40,000 and above.
B) A consumer is asked whether or not he or she could spy on another consumer's
shopping experience.
C) A consumer is asked to describe a recent event while driving.
D) A consumer must describe a cartoon about buying a car.
E) A question has three possible responses: yes, no, or maybe.
23) All of the following would be among the Peppers and Rogers's four-step framework
for one-to-one marketing that can be adapted to CRM marketing EXCEPT
________.
A) identifying your prospects and customers
B) customizing products, services, and messages to each customer
C) always offering the lowest price
D) interacting with individual customers to learn their needs
E) differentiating customers in terms of their needs and value to the company
24) Harley-Davidson sells more than motorcycles and accessories. Its dealerships
also sell branded clothing and licensed goods. This expansion of dealership
sales offerings is an attempt to increase the value of the customer base
by ________.
A) enhancing the growth potential of each customer through cross-selling
B) reducing the rate of customer defection
C) making low-profi t customers more profi table
D) terminating low-profi t customers
E) increasing the longevity of the customer relationship
25) Although actual costs vary from business to business depending on the complexity
of the sales process, the most expensive customer acquisition method
based on cost per solicitation is ________.
A) personal selling
B) direct mail
C) e-mail
D) telemarketing
E) banner advertisements
