Question 1 : Taking advantage of the trend in multi-generational housing, Madison Builders is aggressively marketing its "home within a home" concept, which features a grandparents' mini-home incorporated into a large single-family house. Which environmental force is Madison Builders counting on for its future home sales?
Social
Competition
Economic
Political
Technological
Question 2 : Reindeer Games, a new Christmas-themed video, pizza, and ice cream restaurant targeting families with young children, is located in an area that is also home to Chucky Cheese and a bounce activity center. As both of the latter are well established, the owner of Reindeer Games decided to launch her business with pricing on games and pizza parties about 20% lower than her competitors. What pricing strategy is Reindeer Games using for their launch?
Value-added
Penetration
Skimming
Cost-plus
Everyday low prices
Question 3 : ____________ refers to socially and environmentally responsible marketing that meets the needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
Evangelism marketing
Affinity marketing
Sustainable marketing
Database marketing
Ambush marketing
Question 4 : Dan has been directed to study the actors close to a company that affect its ability to serve its customers such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ____________ of the company.
political environment
demographic environment
microenvironment
macroenvironment
technological environment
Question 5 : FlashFlix, a streaming movie service, created a blog to help parents on budget plan "movie at home" parties for their kids and their friends, offering prizes to the best blog story about how the family was coping with a tight budget. To which environmental force is FlashFlix reacting?
Social
Political
Technological
Economic
Competition
Question 6 : Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who among the following is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?
Nancy, an experienced engineer with no prior experience in personal selling
Melissa, a proven salesperson from a competing firm
Henry, a young salesperson with a few months' experience in a large MNC
Samantha, a fresh college graduate
Richard, a product developer from a competing firm
Question 7 : The set of marketing tools a firm uses to implement its marketing strategy is called the ____________.
product mix
market offering
promotion mix
marketing mix
marketing effort
Question 8 : The societal marketing concept seeks to establish a balance between ____________.
customer-driven marketing and customer-driving marketing
marketing mixes and market offerings
customer lifetime value and customer equity
an inside-out perspective and an outside-in perspective
consumer short-run wants and consumer long-run welfare
Question 9 : ____________ refers to a business buying situation in which the buyer purchases a product or service for the first time.
Reverse auction
Modified rebuy
New task
Derived demand
Straight rebuy
Question 10 : In ____________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.
causal
statistical
descriptive
analytic
exploratory
Question 11 : An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n. __________ appeal.
emotional
rational
standard
structural
moral
Question 12 : Which of the following is the objective of causal research?
To gather preliminary information that will help suggest hypotheses
To assign a cause to a seemingly random event
To predict the effect of a random event on unrelated entities
To test hypotheses about cause-and-effect relationships
To describe things, such as the market potential for a product
Question 13 : A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?
What are the major influences on buyers?
Are buyers sensitive toward price changes in consumer markets?
How do interpersonal factors affect organizational performance?
Are niche markets more profitable than mass markets?
Is the role of gatekeepers relevant in the international business environment?
Question 14 : Sam was visiting her grandparents during Spring Break and was appalled when they insisted on going to dinner at 5:30 to get the Early Bird Specials. What type of pricing strategy is making Sam insane?
Everyday low prices
Segmented
Cost-plus
Value-added
Skimming
Question 15 : All of the following are forms of direct marketing except __________.
kiosk marketing
point-of-purchase promotion
personal selling
direct-mail marketing
telemarketing
Question 16 : ___________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.
Psychographic
Income
Gender
Geographic
Occasion
Question 17 : Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the __________ function of public relations.
development
press relations
lobbying
investor relations
product publicity
Question 18 : Which of the following appeals is based on the idea that consumers often feel before they think?
Standardized appeal
Structural appeal
Emotional appeal
Integrated appeal
Rational appeal
Question 19 : A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a __________ to the band's fans.
reference group
subculture
membership group
lifestyle
status symbol
Question 20 : The primary key to delivering customer satisfaction is to match product performance with ____________.
aggressive advertising
customer expectations
competitive prices
limited customer services
the competitor products' performance