1.A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle. • obsolescence • decline
 • growth
 maturity 2. Another basis for decision-making is referred to as ________. • ethical practices
 • correct ethics
 • ethical dilemmas situational ethics 3 What are the four characteristics of a marketing audit? • Comprehensive, systematic, independent, and periodic • Announced, semi-annually, dependent, and perpetual
 • Dependent, non-comprehensive, quarterly, and unannounced
 Simple, unique, randomly, and exclusive 4 With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group. • market specialization • single-segment concentration
 • product specialization
 selective specialization 5 A social definition of marketing says ______. • marketing is the process of extracting maximum value from consumers to facilitate corporate growth • marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
 • effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
 a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products 6 Which of the following can induce a firm to expand into the international arena? • Cater to a domestic mass market
 • A saturated domestic market
 • High income level of domestic consumers
 A saturated foreign market 7 Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy? • Augmented product
 • Pure tangible product
 • Basic product
 Potential product 8 Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart's strategy is best described as ________. • differentiation
 • integrative growth • market development
 overall cost leadership 9 _______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.  • Multicultural marketing
 • Specialized marketing
 • Ethnic-based marketing
 Diversity marketing 10 BMW's "The ultimate driving machine," American Express' "Don't leave home with.

1. 1.A music school in Boyles Height, LA, specializes in teaching
the guitar and the violin. After a spurt in growth and a few
successful years, the school is experiencing a slowdown in sales
and stability in its profits due to an increase in competition. The
school is in the ________ stage of its life cycle.
•
obsolescence
•
decline
•
growth
maturity
2.
Another basis for decision-making is referred to as ________.
•
ethical practices
•

2. correct ethics
•
ethical dilemmas
situational ethics
3
What are the four characteristics of a marketing audit?
•
Comprehensive, systematic, independent, and periodic
•
Announced, semi-annually, dependent, and perpetual
•
Dependent, non-comprehensive, quarterly, and unannounced
Simple, unique, randomly, and exclusive
4
With ________ as a target market strategy, the firm

3. concentrates on serving many needs of a particular customer
group.
•
market specialization
•
single-segment concentration
•
product specialization
selective specialization
5
A social definition of marketing says ______.
•
marketing is the process of extracting maximum value from
consumers to facilitate corporate growth
•
marketing is the process by which individuals and groups obtain

4. what they need and want through creating, offering, and freely
exchanging products and services of value with others
•
effective marketing requires companies to remove
intermediaries to achieve a closer connection with direct
consumers
a company should focus exclusively on achieving high
production efficiency, low costs, and mass distribution to
facilitate the broadest possible access to the company’s
products
6
Which of the following can induce a firm to expand into the
international arena?
•
Cater to a domestic mass market
•
A saturated domestic market
•
High income level of domestic consumers

5. A saturated foreign market
7
Marketers must see themselves as benefit providers. For
example, when a shopper purchases new shoes, he or she
expects the shoes to cover his or her feet and allow him or her
to walk unobstructed. This is an example of what level in the
consumer-value hierarchy?
•
Augmented product
•
Pure tangible product
•
Basic product
Potential product
8
Through its cutting-edge point-of-sale inventory, management
technology, and highly efficient shipping practices, Wal-Mart is
able to keep its inventory expenditure extremely low and to pass
these savings on to consumers in the form of low prices. Wal-
Mart's strategy is best described as ________.
•

6. differentiation
•
integrative growth
•
market development
overall cost leadership
9
_______ is an approach that considers different ethnic and
cultural segments require targeted marketing campaigns and
tactics.
•
Multicultural marketing
•
Specialized marketing
•
Ethnic-based marketing

7. Diversity marketing
10
BMW's "The ultimate driving machine," American Express'
"Don't leave home without it," New York Times' "All the news
that's fit to print," and AT&T's "Reach out and touch someone"
are all examples of ________.
•
brand mission
•
brand vision
•
brand personality
brand slogan
11
The ability to meet humanity’s needs without harming future
generations is now a top priority in most corporate agenda
________.
•

8. ethics
•
righteousness
•
rules
sustainability
12
ABC Technology is nearing completion on their product and
market research has discovered a competitor is also close to
launching a similar product. ABC has decided launch before
their competition, this is called ________.
•
early entry
•
parallel entry
•
late entry

9. first entry
13
2Wheels conducts exhaustive customer surveys to discover
customer preferences and attitudes towards the brand. Sally uses
cluster analysis to classify the data and help the company
determine the trends in the information. Sally is using the
technique of ________.
•
data marketing
•
data governance
•
data accumulation
data mining
14
The marketing manager needs to know the cost of the research
project before approving it. During which stage of the
marketing research process would such a consideration most
likely take place?
•

10. Step 2 – developing the research plan
•
Step 1 – defining the problem
•
Step 4 – analyzing the information
Step 5 – drafting the report
15
What type of strategy consists of geographical pricing, price
discounts and allowances, promotional pricing, and
differentiated pricing?
•
Price adaptation
•
Fixed pricing
•

11. Altered pricing
Regular prices
16
The three guidelines for anticipating management reactions are
(1) prior to the crisis during normal day-to day operations, (2)
at the moment some event triggers the crisis, and (3) during the
crisis situation that triggers the event. These guidelines are the
stages for ________.
•
crisis management
•
provoking solutions
•
problem-solving
decision making
17
A firm must know where to position its product based on price
and ________.
•

12. quality
•
region
•
communication
promotional efforts
18
What is the perceived monetary value of the bundle of
economic, functional, and psychological benefits customers
expect from a given market offering because of the product,
service, people, and image?
•
Total management benefit
•
Complete marketing benefit
•

13. Ultimate service benefit
Total customer benefit
19
If the Ford GT is designed to accelerate to 50 miles per hour
within 10 seconds, and every Ford GT coming off the assembly
line does this, the model is said to have high ________.
•
conformance quality
•
compatibility
•
interoperability
durability
20
New-to-the-world products are ________.
•

14. existing products that are targeted to new geographical
markets
•
low-cost products designed to obtain an edge in highly
competitive markets
•
new product enhancements that supplement established
products
new products that create an entirely new market
21
What type of control focuses on measuring a company’s
products territories, customer groups, segments, trade channels,
and order sizes to help expand or eliminate any products or
marketing activities?
•
Efficiency
•
Activity
•

15. Solvency
Profitability
22
What can enhance the value of Web-based shopping experiences
to serve as personal shopping assistants or Web-site guides?
•
Smartphones
•
Avatars
•
E-mail
Tablets
23
The effect of exposures on audience awareness depends on the
following three factors:
•

16. reach, frequency, and impact
•
distance, timing, and focus
•
space, communication, and advertisements
height, length, and width
24
Which of the following is a strategy that uses the
manufacturer’s sales force, trade promotion money, or other
means to induce intermediaries to carry, promote, and sell the
product to end users?
•
Push strategy
•
Pull strategy
•

17. Strategic plan
Lock strategy
25
A company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can show the firm which
brands are most competitive with its own.
•
hard-core loyals
•
split loyals
•
shifting loyals
switchers
26
Which control should periodically reassess its approach to the
marketplace with a good marketing audit?
•

18. Marketing control
•
Performance control
•
Strategic control
Ethical control
27
Which method identifies the effect sponsorship has on
consumers brand knowledge?
•
Supply-side method
•
Pricing method
•
Positioning method

19. Demand-side method
28
Prestige LLC, a small company that manufactures specialty
cereals and energy bars, wants to launch a "green marketing"
program in response to heightened consumer awareness about
environmental issues. What should the company do to maximize
the program's chances of being successful?
•
Focus on the efforts and costs incurred by the company to bring
these "green" products to consumers.
•
Emphasize benefits to the consumer rather than environmental
benefits.
•
Explain the rules and regulations laid out by governmental
agencies to protect the environment.
Demonstrate that the products will benefit both customers and
the society in the long-term.
29
Marketers need to identify the hierarchy of attributes that guide
consumer decision making in order to understand different
competitive forces and how these various sets get formed. This

20. process of identifying the hierarchy is called ________.
•
market estimation
•
market valuation
•
brand association
market partitioning
30
Which component of a marketing audit includes major
developments in income, prices, savings, and credit that affect
the company?
•
Technological
•
Economic
•

21. Cultural
Political