Question

Question 1 1 / 1 point

Making more sales to current customers without changing a firm's products is known as ____________.

market penetration

product development

market segmentation

product diversification

prospecting

Question 2 1 / 1 point

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?

Political

Competition

Technological

Social

Economic

Question 3 1 / 1 point

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?

Competition

Political

Technological

Social

Economic

Question 4 1 / 1 point

The Really Tasteless Frozen Food Company has decided that, based on the financial projections, they are not going to be required to make any adjustments in their contribution margins. Identify the part of the marketing mix most closely identified with this activity.

Product

Process

Price

People

Promotion

Question 5 0 / 1 point

Physicians Sales and Service (PSS) is a large US commercial organization in the business of meeting the needs of doctors' offices and small clinics while maximizing profits for itself and its shareholders. Primary products resold by PSS include a broad range of equipment and supplies common to the office/clinic environment. PSS boasts physical branches and outside salespeople throughout the country serving clinicians in both rural and urban environments. The organization's domestic success relies heavily upon the close personal relationship developed and maintained between the PSS salesperson and his/her clients. Recently, PSS has leveraged its reputation and begun to serve the needs of overseas doctors and clinics through its e-commerce (e-business) website. Although it is beginning to reap the rewards of its new e-commerce initiative, PSS owes the bulk of its revenues, profits, and shareholder dividends to this promotional tool of:

advertising.

public relations.

sales promotion.

personal selling.

Question 6 1 / 1 point

In which of the following would the buyer reorder a product without any modifications?

Straight rebuy

Solution selling

Reverse auction

New task

Modified rebuy

Question 7 1 / 1 point

John and Robin run a small, but trendy, craft beer and pizza restaurant in a part of town that has a number of nighttime and dining options. The couple are discussing raising their prices on their "pint and slice" after-work special; however, they are concerned that their customers may decide that the new price is too high and that sales will drop. What pricing concept is worrying John and Robin?

Psychological pricing

Cost-plus

Consumer constructivism

Skimming

Elasticity

Question 8 1 / 1 point

Sony Electronics has determined that because home theater products have gotten so complex, they are going to include an automated setup process built into each TV. What part of the marketing mix does this describe?

Product

Price

People

Promotion

Process

Question 9 1 / 1 point

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?

Cost-plus

Everyday low prices

Segmented

Value-added

Skimming

Question 10 1 / 1 point

Waldo Stores will reward an all-expenses-paid trip to Hawaii to anyone who correctly guesses the date on which Waldo Stores was first established in the Boston area. Which type of sales promotion is evident here?

Premium

Trade promotion

Sample

Contest

Point-of-purchase promotion

Question 11 1 / 1 point

____________ 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.

Affinity marketing

Sustainable marketing

Database marketing

Ambush marketing

Evangelism marketing

Question 12 1 / 1 point

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Digital catalog

Infomercial

Telemarketing

Social media

Blog

Question 13 1 / 1 point

Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty?

Customer divestment

Partner relationship management

Customer relationship management

Customer-managed relationships

The societal marketing concept

Question 14 1 / 1 point

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n. __________ appeal.

rational

moral

structural

standard

emotional

Question 15 1 / 1 point

Responding to very strict "green" legislation, the chemical firm Atticus Environmental is touting the safety of its consumer-based vegetable garden insecticide, claiming it bio-degrades in 90 days, which is twice as fast as required by the new law. Which environmental factor is the firm hoping to leverage for additional sales?

Political

Technological

Social

Economic

Competition

Question 16 1 / 1 point

Pat thought he had received the best deal on his new car. Shortly after buying the car, Pat started to notice certain disadvantages of his new car as he learned more about other cars available in the market. Pat is experiencing __________.

marketing myopia

consumer capitalism

conspicuous consumption

postpurchase dissonance

consumer ethnocentrism

Question 17 1 / 1 point

The selling concept is typically practiced ____________.

when the company focuses on building long-term customer relationships

by customer-driven companies

with products that offer the most in terms of quality, performance, and innovative features

with goods that buyers normally do not think of buying

to balance consumers' wants, the company's requirements, and the society's long-run interests

Question 18 1 / 1 point

__________ involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.

Product positioning

Branding

Advertising

Marketing logistics

Mass customization

Question 19 1 / 1 point

Apart from retaining good customers, most marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

Marketers want to diversify their operations and customize their products to cater to the entire market.

Marketers want to continuously increase their customers' levels of satisfaction.

Marketers want to turn satisfied customers into delighted customers.

Marketers want to increase their market share.

Marketers want to increase the share they get of customers purchasing in their product categories.

Question 20 1 / 1 point

Physicians Sales and Service (PSS) is a large US commercial organization in the business of meeting the needs of doctors' offices and small clinics while maximizing profits for itself and its shareholders. Primary products resold by PSS include a broad range of equipment and supplies common to the office/clinic environment. PSS boasts physical branches and outside salespeople throughout the country serving clinicians in both rural and urban environments. The organization's domestic success relies heavily upon the close personal relationship developed and maintained between the PSS salesperson and his/her clients. Recently, PSS has leveraged its reputation and begun to serve the needs of overseas doctors and clinics through its e-commerce (e-business) website. Direct connections with carefully targeted individual consumers, specifically overseas customers of PSS, to both obtain an immediate response and cultivate lasting customer relationships involves:

personal selling.

advertising.

direct marketing.

public relations.

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