A) Causal
B) Netnography
C) Survey
D) Ethnographic
E) Geomarketing
Answer: Netnography
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing
Answer: experimental research
A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research
Answer: Survey research
A) The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural environments.
C) The chances of getting dishonest feedback are almost negligible with survey research.
D) The attitudes and motives of the customers can be easily determined through survey research.
E) The data gathered in survey research is impartial and free from bias as the surveys are done in-person to evaluate consumer behavior.
Answer: The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations.
A) It involves sending observers to watch and interact with consumers in their natural environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research methodologies.
E) Survey research is the most widely used method for primary data collection.
Answer: Survey research is the most widely used method for primary data collection.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research
Answer: ethnographic research
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research
Answer: Experimental research
A) exploratory research
B) constructive research
C) experimental research
D) descriptive research
E) survey research
Answer: exploratory research
A) ethnographic research
B) descriptive research
C) DIY research
D) experimental research
E) survey research
Answer: experimental research
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about respondents.
E) Respondents always provide honest answers to personal questions on mail questionnaires.
Answer: The response rate of mail questionnaires is often very low.
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions
Answer: mail questionnaires
A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews
Answer: online surveys
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews
Answer: online surveys
A) simple random sample
B) convenience sample
C) stratified random sample
D) judgment sample
E) quota sample
Answer: simple random sample
A) online surveys
B) in-depth interviews
C) telephone interviews
D) individual interviews
E) mail questionnaires
Answer: online surveys
A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research
Answer: individual interviewing
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing
Answer: Focus group interviewing
A) places a high emphasis on speed
B) requires a small sample size
C) places a high emphasis on following intrusive research methods
D) wants to exercise full control over the online sample
E) places a high emphasis on ethnographic research
Answer: places a high emphasis on speed
A) primary group
B) immersion group
C) mob
D) dyad
E) triad
Answer: immersion group
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
Answer: group interviewing
A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?
Answer: How is voting going to help the nation?
A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of respondents.
Answer: Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.
A) Why do you think some people are more comfortable taking risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor?
E) What is the best way to prevent weeds in a garden?
Answer: Would you like to try our new ice cream flavor?
A) dyads
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups
Answer: immersion groups
A) The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail questionnaires.
Answer: Internet-based survey research is characterized by high speed and low costs.
A) every member of the population has a known and equal chance of selection
B) the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview
C) the researcher selects the easiest population members from which to obtain information
D) the population is divided into mutually exclusive groups and random samples are drawn from each group
E) the researcher finds and interviews a prescribed number of people in each of several categories
Answer: every member of the population has a known and equal chance of selection
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Answer: convenience sample
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Answer: quota sample
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
Answer: questionnaires and mechanical devices
A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-end questions
Answer: biased phrasing
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
Answer: Neuromarketing
A) select a sampling method
B) interpret the research findings
C) implement the research plan
D) evaluate alternatives
E) select a research approach
Answer: implement the research plan
A) firms monitor and minimize employee turnover
B) customers manage information about different sellers in the market
C) firms manage customer touch points to maximize customer loyalty
D) customers locate the best deals in the market
E) firms create artificial demand in the market
Answer: firms manage customer touch points to maximize customer loyalty
A) neuromarketing
B) customer needs marketing
C) customer relationship management
D) ethnographic research
E) netnography research
Answer: customer relationship management
A) data warehousing
B) data mining
C) niche marketing
D) data conservancy
E) mass marketing
Answer: data mining
A) provide higher levels of customer service
B) develop deeper customer relationships
C) create offers tailored to meet specific customer requirements
D) understand the competition better
E) pin-point high value customers and cross-sell products
Answer: understand the competition better
A) customer sales
B) human resource management
C) risk assessment
D) financial analysis
E) customer relationship management
Answer: customer relationship management
A) reliable secondary data is both scarce and difficult to find
B) information from commercial online databases is unreliable
C) it is cheaper to obtain primary data than secondary data
D) it is easier to obtain primary data than secondary data
E) it is illegal in some countries to track customer data
Answer: reliable secondary data is both scarce and difficult to find
A) language
B) technology
C) infrastructure
D) motivation
E) political risk
Answer: language
A) Translation of questionnaires increases research costs and risks of error.
B) Erratic purchasing patterns limit data reliability and validity.
C) More often than not, cultural differences enrich research findings.
D) Diverse markets always yield conflicting data.
E) The primary data obtained by international researchers are almost always error prone.
Answer: Translation of questionnaires increases research costs and risks of error.
A) The availability of good secondary data makes international research rewarding.
B) The costs of conducting international research are much higher than the benefits offered.
C) Technology enables customer responses to be translated quickly and accurately.
D) Costly international research is necessary if firms want to succeed in foreign markets.
E) Interpretations of data are fairly consistent among different countries.
Answer: Costly international research is necessary if firms want to succeed in foreign markets.
A) consider marketing research initiatives as genuine endeavors aimed at heightening customer satisfaction
B) believe that marketers rarely use personal data to manipulate consumer behavior
C) believe that the misuse of research findings is highly unlikely
D) consider marketing research efforts, such as interviewing, intrusions on consumer privacy
E) feel positive about being personally interviewed by marketers
Answer: consider marketing research efforts, such as interviewing, intrusions on consumer privacy
A) asking only for the information needed
B) using information responsibly to provide value
C) providing respondents with the research firm's contact information
D) sharing information without the customer's authorization
E) explaining to respondents how the information will be used
Answer: sharing information without the customer's authorization
A) ensure timely product deliveries
B) detect patent infringements and copyright violations
C) safeguard the privacy of a firm's customers
D) engage in niche marketing
E) safeguard the privacy of senior executives
Answer: safeguard the privacy of a firm's customers
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class
Answer: consumer market
A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli
Answer: price stimuli
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli
Answer: cultural stimuli
A) It is the degree to which the innovation is difficult to understand.
B) It is the degree to which the results of using the innovation can be observed or described to others.
C) It is the degree to which the innovation appears superior to existing products.
D) It is the degree to which the innovation may be tried on a limited basis.
E) It is the degree to which the innovation fits the values and experiences of potential consumers.
Answer: It is the degree to which the innovation may be tried on a limited basis.
A) technological stimuli
B) buyer's decision process
C) buyer's spending habits
D) social stimuli
E) promotion stimuli
Answer: buyer's decision process
A) Social classes are society's temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.
Answer: People within a social class tend to exhibit similar buying behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Caste
E) Selective perception
Answer: Culture
A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity
Answer: relative advantage
A) Hispanic Americans
B) African Americans
C) Arabs
D) working class consumers
E) lower class consumers
Answer: Hispanic Americans
A) African American
B) Hispanic American
C) Asian American
D) Baby Boomer
E) Millennial
Answer: Hispanic American
A) Hispanic American
B) African American
C) Asian American
D) Silent Generation
E) Generation X
Answer: Asian American
A) cross-cultural marketing
B) buzz marketing
C) social media marketing
D) ambush marketing
E) ethical marketing
Answer: cross-cultural marketing
A) ambush
B) spam
C) buzz
D) viral
E) database
Answer: buzz
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) user-controlled content
Answer: user-controlled content
A) motive
B) role
C) lifestyle
D) life cycle
E) perception
Answer: role
A) activities
B) achievements
C) admirations
D) attitudes
E) associations
Answer: activities
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity
Answer: brand personality
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
Answer: ruggedness
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives
Answer: subconscious motives
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses
Answer: Cues
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility
Answer: compatibility
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer capitalism
Answer: habitual buying behavior
A) laggards
B) commercial sources
C) public sources
D) personal sources
E) market mavens
Answer: personal sources
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle
Answer: lifestyle
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need
Answer: brand personality
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism
Answer: selective distortion
A) subliminal advertising
B) groupthink
C) selective attention
D) social loafing
E) consumer ethnocentrism
Answer: selective attention
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
Answer: postpurchase behavior
A) need recognition
B) evaluation of alternatives
C) product trial
D) postpurchase evaluation
E) information search
Answer: evaluation of alternatives
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
Answer: need recognition
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
Answer: postpurchase behavior
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) consumer capitalism
E) consumer ethnocentrism
Answer: dissonance-reducing buying behavior
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance
Answer: selective distortion
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia
Answer: complex buying behavior
Answer: The competition can study what is going on.
Answer: Test markets
Answer: Redemption rates
Answer: Advertising often has a delayed impact.
Answer: Abandoned electronic shopping carts
Answer: Psychographics
Answer: Funnel efficiency
Answer: swiftly analyze a large number of opinions on the web
a) A segmenter assumes that the whole market consists of a fairly homogeneous group of customers.
b) Segmenters try to develop a marketing mix that will have general appeal to several market segments.
c) Combiners treat each submarket as a separate target market.
d) A combiner looks at various submarkets for similarities rather than differences.
e) Both segmenters and combiners try to satisfy few people very well rather than many people fairly well.
Answer D
a) qualifying dimension
b) determining dimensions
c) primary dimensions
d) distinguishing dimensions
e) informing dimensions
Answer B
a) The generic market includes only three of four aspects of the product-market definition—customer needs, customer types, and geographic area. It does not include product type.
b) In a generic market, sellers have to focus primarily on how one seller's product is better than that of another producer.
c) In a generic market, similar product types compete with each other.
d) A generic market description looks at markets narrowly and from a supplier's viewpoint.
e) In a generic market, customers' needs differ from each other significantly.
Answer A
a) separate target market approach
b) single target market approach
c) combined target market approach
d) general target market approach
e) multiple target market approach
Answer E
a) With the national income on the rise, many people in the United States have the purchasing power to afford expensive bicycles.
b) Both bicycle manufacturers and bicycle retailers are adjusting marketing strategies as a result of the recession.
c) Because of exchange rates, imported bicycles are cheaper than those made in the United States.
d) The demand for bicycles is increasing because consumers are becoming more health conscious.
e) The price of bicycles is rising because of inflation.
Answer D
a) political and legal environment
b) economic environment
c) direct environment
d) cultural and social environment
e) technological environment
Answer C
a) It can change rapidly.
b) It has little effect on what customers buy.
c) It is only of concern when changes are widespread.
d) It is only important in wealthy countries.
e) It refers to micro-economic factors.
Answer A
a) Clayton Act
b) Magnuson-Moss Act
c) Consumer Product Safety Act
d) Sherman Act
e) Robinson-Patman Act
Answer E
a) Target marketing considers everyone to be a potential customer.
b) Target marketing vaguely aims at "everyone" with the same marketing mix.
c) Target marketing applies only for small market segments.
d) Target marketing is limited to fairly homogeneous market segments.
e) Target marketing is typical of a production-oriented approach.
Answer D
a) It involves the internal marketing of a product or service.
b) It involves the use of coupons, samples, events, and contests.
c) It is a form of personal communication.
d) It is an unpaid form of communication.
e) It is explicitly sponsored by an advertiser.
Answer D
a) making goods or performing services
b) identifying competing companies
c) estimating the prices potential customers are willing to pay
d) determining how many people will want to purchase goods or services
e) deciding whether to sell goods directly to consumers or through retailers
Answer A
a) businesses can satisfy customers better when they have b) large inventory surpluses.
c) firms seek to benefit from economies of scale.
it is necessary to achieve customer satisfaction.
d) society has evolved past a subsistence economy.
e) businesses prefer to store products for long periods.
Answer C
a) Marketing should begin with the production process followed by potential customer needs.
b) Marketing only occurs when two or more parties are willing to exchange one thing for another thing.
c) Marketing activities are limited to selling and advertising.
d) Marketing only applies to for-profit (not nonprofit) organizations.
e) A marketing exchange focuses on making a single transaction.
Answer B
Answer: buzz score
Answer: Page views per visit
Answer: conversion levels
Answer: Conversion and campaign metrics
Answer: The test should have controls to avoid biases.
Answer: valid
Answer: ensure reliable results
Answer: prevent any biases
Answer: message evaluation system and all types of media
Answer: Positioning advertising copy testing (PACT)
Answer: biometrics
Answer: cognitive neuroscience
Answer: Theater tests
Answer: Ad tracking
Answer: fits differing circumstances, advertising methods, and IMC objectives
Answer: advertising tracking research, copy testing, and emotional reaction tests
Answer: Affective responses
Answer: Long-term results
Answer: brand loyalty
Answer: Short-term outcomes
Answer: overemphasize short-term outcomes; longer-term impact
Answer: Social media audience awareness
Answer: measures such as coupon redemption and website hits
Answer: study actors in advertisements and individuals who speak in radio ads
Answer: real-time measures of consumer reactions
Answer: visible customer actions, including store visits, inquiries, or actual purchases
Answer: Respondent behavior evaluations
Answer: Message evaluation techniques, online evaluation metrics, and respondent behavior evaluations
Answer: gifts and bribery
Answer: stealth marketing
Answer: brand infringement
Answer: incidental
Answer: stealth marketing
Answer: pay-to-play
Answer: so many messages
Answer: perpetuating stereotypes
Answer: adult products
Answer: without consumer awareness products would not be purchased, because consumers would not know of their existence
Answer: Ethics and morals
Answer: Morals
Answer: Attorneys and business professionals with experience in advertising hear the complaints.
Answer: 12
Answer: cease and desist order
Answer: A trade regulation ruling
Answer: corrective advertisement
Answer: consent order
Answer: Nolo contendere
Answer: consent
Answer: puffery
Answer: Use evidence that is considered valid and reliable by experts in the field.
Answer: "I've spent my life in the swamps of Louisiana. Skyjacker helps me look at ruts in my rearview mirror."
Answer: Puffery
Answer: substantiation
Answer: Best, greatest, and finest
Answer: Federal Communications Commission
Answer: even when the company did not expressly intend to deceive
Answer: Federal Trade Commission
Answer: Federal Trade Commission
Answer: Wheeler-Lea Amendment
Answer: FTC
Answer: correct usage of a foreign language, the legality of the sponsorship, and that it does not violate any local cultural norms
Answer: negative publicity can occur even when the information being transmitted is false
Answer: soccer and auto racing
Answer: the effect of terrorism and war over the past decade
Answer: employs a cultural assimilator
Answer: Companies must act globally as well as locally.
Answer: tracking the number of pieces of literature given to attendees
Answer: companies and activities around a specific theme
Answer: lifestyle marketing
Answer: determine the objectives
Answer: the potential to interact with consumers on a one-to-one basis
Answer: Match the audience to the company's target market
Answer: blogs
Answer: Achieve damage control
Answer: Sports
Answer: affluent
Answer: Crisis management
Answer: build brand loyal
Answer: enhancements
Answer: crisis management
Answer: Reactive damage-control strategies
Answer: Entitlings and enhancements
Answer: Proactive
Answer: damage control
Answer: greenwashing
Answer: True Blue Greens
Answer: all marketing mix elements are acceptable for these products
Answer: a charity in order to generate goodwill
Answer: as a solid corporate citizen, one committed to social responsibility
Answer: cause-related marketing and green marketing
Answer: Purpose marketing
Answer: the company researches perceptions of the organization
Answer: shareholders and unions
Answer: on a variety of internal and external stakeholders
Answer: Execute tradeshows and conferences
Answer: are not standard marketing functions
Answer: fewer
Answer: The company needs to determine the type of image being portrayed in the news.
Answer: a trusting relationship
Answer: public relations
Answer: firm's IMC theme
Answer: public relations department
Answer: the efforts match the company's image
Answer: in some cultures, those who redeem coupons may be viewed as being of lower socioeconomic status, which may dissuade some from using them
Answer: cultural
Answer: laws vary regarding trade promotions in different countries
Answer: company involved and the country in which that company operates
Answer: legal and cultural
Answer: a large percentage of the marketing budget goes to trade promotions
Answer: they help build relationships
Answer: The product has a strong brand image.
Answer: it emphasizes the long-term horizon, and the company's compensation structure changes to match
Answer: if a manufacturer tries to halt or cut back on trade promotions
Answer: long-term image and theme-building
Answer: the manufacturer agrees to reimburse the retailer a certain percentage of the advertising costs
Answer: Diversion
Answer: Slotting fees compelling manufacturers to pay a large sum of money to retailers that could be spent on other marketing efforts
Answer: financial incentives to channel members
Answer: the objectives of the IMC plan
Answer: the promotions enhance their loyalty toward the brand
Answer: on-deal
Answer: clip coupons on a regular basis and respond to promotional offers
Answer: have strong attachment to a small set of brands
Answer: Style-conscious
Answer: consumer promotions component of the IMC
Answer: reduction in a company's profit margin
Answer: Selective
A) People.
B) Physical environment.
C) Process.
D) Promotion.
E) Profit.
Answer: D) Promotion.
A) A marketing program
B) Strategic partnership
C) Stakeholder value
D) Relationship marketing
E) Market segmentation
Answer: D) Relationship marketing
A) Will respond similarly to marketing action.
B) Can be convinced to share common wants.
C) Are likely to be open to brand-switching.
D) Are in the same income bracket.
E) Use traditional forms of media on a regular basis.
Answer: A) Will respond similarly to marketing action.
A) Delivering and exchanging
B) And transporting
C) And delivering
D) And selling
E) And advertising
Answer: A) Delivering and exchanging
A) Establish and assure
B) Create and amplify
C) Discover and satisfy
D) Persuade and deliver
E) Improve and perfect
Answer: C) Discover and satisfy
A) Mass market
B) Product grouping
C) Target market
D) Market aggregation
E) Tangential market
Answer: C) Target Market
A) As its sole focus.
B) While simultaneously creating new needs.
C) Without any market segmentation.
D) While also trying to achieve the organization's goals.
E) Through strong customer relationships.
Answer: D) While also trying to achieve the organization's goals.
A) Promotion
B) Process
C) Physical Environment
D) Profit
E) Place
Answer: E) Place
a. cultural diversity (cultural differences)
b. media limitations (underdeveloped countries)
c. production and cost limitations
d. coverage (certain outlets not available in some countries)
e. lack of market data
f. direct mail and illiteracy
g. internet (not avail in certain countries)
Answer: sometimes words mean different things (Dodge Dart - sexual vigor in spain)
a. ad campaigns must comply with legal regulations around the world
b. comparative advertising is regulated in other parts of world
c. ad. of pharmaceuticals heavily restricted in some countries
d. ads on tv strictly controlled in some countries
Answer: noise or receiver phase
Answer: cultural differences: style, feelings, value systems, attitudes, beliefs, and perceptions
Answer: free samples, contests, premiums, trade shows, vacation giveaways, coupons
a. advertising - paid, non-personal, identified sponsor
b. sales promotions - marketing activities that stimulate purchases (trial, immediate purchase)
c. personal selling - oral presentation in a conversation for purpose of making a sale
d. public relations - obtaining positive image for company or products (publicity included)
A) sampling data.
B) secondary data.
C) quota data.
D) primary data.
E) survey data.
Answer: B) secondary data.
A) descriptive; primary
B) exploratory; secondary
C) primary; exploratory
D) descriptive; secondary
E) primary; secondary
Answer: E) primary; secondary
A) Monopoly
B) Oligopoly
C) Monopolistic competition
D) Pure competition
E) Monopsony
Answer: A) Monopoly
a) environmental scanning
b) targeting marketing
c) surveying
d) environmental analysis
e) Dynamic responsiveness
Answer: a) environmental scanning
a) dog
b) cash cow
c) star
d) cash contributor
e) queston mark
Answer: b) cash cow
a) implementing the market mix
b) maintain their corporate identity
c) a marketing objective
d) A strategic plan
e) a mission statement
Answer: c) a marketing objective
a) organizational opportunity advantage
b) strategic windows
c) marketing requirement
d) marketing opportunity
e) competitive advantage
Answer: e) competitive advantage
a) marketing mix
b) market opportunity
c) objective
d) requirement
e) goal
Answer: b) market opportunity
a. production concept
b. selling concept
c. retailing concept
d. marketing concept
e. customer concept
Answer: d. marketing concept
a) Prime squared stands for the ultimate zero click consumer convenience in combining personalized voice search (Echo/Alexa) with AmazonGo as the cashier-less purchase experience
b) In general, what is good for Amazon is good for society since Amazon benefits so many people with its low price products and incredible convenience
c) Amazon's overall strategy includes the unique and unprecedented strategy of high growth, low profits, and low corporate taxes
d) Amazon's acquisition of Whole Foods served as a helpful brick and mortar link in Amazon's supply chain, gave it immediate access to affluent urban consumers, and escalated Amazon's ongoing competition with Wal-Mart—particular in the domain of groceries
a) Facebook and Google have shown a recent tendency to deny the typical social responsibilities that come with generating, providing, and distributing news media content
b) Together Facebook and Google control the majority of the media market
c) Facebook and Google are more accurately characterized as neutral platforms rather than media content providers
d) Without the huge increases in revenue and media offerings gained by Facebook and Google, ALL media revenues and offerings (both digital and non-digital) would be in decline
a) There is a strong correlation between increase in Internet usage and increase in overall belief in God
b) The average consumer puts more trust into Google—through their search histories, trust in search outcomes, and passing of secrets—than what they are willing to confide to their closest, most loved relationships
c) Google, as the God of information, has displaced the former role that the New York Times played in media
d) Google is omniscient (all-knowing) like God as it continues to gather knowledge from the billions of searches sent through it each day
a) As a firm, Facebook tends to age in reverse by adding more value as it accumulates more personalized data
b) The huge success of Google can be attributed to its scale and ability to target individuals
c) The success of Google, Amazon, and Facebook comes through their algorithms that are able to register, micro-target, and monetize their audience
d) Pairing your Facebook information together with location tracking is the only way to decrease the overall value of the information on the ad market
a) the Apple Store
b) the Macintosh computer
c) the I-phone
d) The I-pad and I-phone tandem
Answer: A
a) The age of the corner store was the true birth of customer relations management as family run stores played crucial communal and social roles
b) The age of the department store initiated the notion that the customer is always right
c) The age of the mall allowed for the creation of a suburban main street
d) The age of the specialty store allowed for exclusive brands and products at extremely low prices
Answer: D
a) The market share as the volume-related pricing objective with the goal of controlling a portion of the market for a firm's product
b) The PMIS (Profit Impact of Marketing Strategies) project as entailing research discovering a strong positive relationship between a firm's share and product quality and its ROI (return on investments)
c) Value pricing as a strategy that emphasizes benefits derived from a product in comparison to the price and quality levels of competing offerings
d) Prestige pricing that appeals to consumers that are not status conscious and attempts to convince them of the overall social costs to their image that wasted income on higher priced items might cause
Answer: D
a) The technological environment allows e-marketers to take longer in analyzing, strategizing, and then responding to competitive pricing strategies
b) Marginal analysis as the method of analyzing the relationship among costs, sales price, and increased sales volume
c) Profit maximization ensuing as the point where additional revenue gained by increasing the price of a product equals the increase in total costs
d) The target return as achieving short or long-run pricing objectives to meet a specified return on either sales or investments
a) Unfair-trade laws are state laws that require sellers to maintain minimum prices for comparable merchandise
b) The 1936 Robinson-Patman Act that prohibited selling at an unreasonably low price to eliminate competition
c) The 1975 Consumer Goods Pricing Act that allowed discount stores to incorporate price competition more aggressively into their marketing strategies
d) Fair-trade laws that promoted fairness by preventing manufacturers from setting a minimum price for their product(s)
a) Gaining potential consumers' attention
b) Arousing interest in goods but not services (since tangible goods typically generate higher profitability)
c) Stimulating desire by convincing a potential buyer of the product's ability to satisfy their needs
d) Producing action in the form of a purchase or at least a more favorable attitude that might lead to a future purchase
a) Marketing public relations (MPR) as a company's organizational messages about general management issues
b) Publicity as the aspect of public relations most directly related to promoting a firm's products
c) Cross-promotion as the promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs
d) Negative publicity as the potential public damage done to a firm for promoting unsafe products, covering up problems, or ignoring known product deficiencies