The ability of multinationals to tap financial, physical, and human resources from all
over the world and combine them economically and profitably can benefit any country.
a. True
b. False
Services, such as libraries, fire protection, and police protection are examples of
______.
a. nonfinancial pricing
b. the separation between payers and users
c. indirect payment
d. forprofit services
Which executional style is being used when a laundry detergent advertisement shows
the product will clean clothes whiter and brighter?
a. Sliceoflife
b. Real product symbol
c. Scientific
d. Demonstration
Four consumers each want to buy a refrigerator. Without a retail intermediary like Best
Buy, fridge manufacturers Walton, SubZero, Bosch, Kenmore, and General Electric
would each have to make four contacts to reach the four consumers who are in the
target market, for a total of twenty transactions. But when Best Buy acts as an
intermediary between the producer and consumers, each producer needs to make only
one contact, reducing the number to nine transactions. This is an example of a ______.
a. retailer offering contact efficiency
b. manufacturer offering exchange utility
c. manufacturer using additive manufacturing
d. retailer using contract logistics
Consumers practice extensive decision making when purchasing products that are
extremely important to them.
a. True
b. False
Marketers cannot advertise for adulterated and misbranded food or drug products due to
the power of:
a. The Association for Prohibition of Adulteration
b. The General Food Regulations
c. The Consumables Protection Bureau
d. The Food and Drug Administration
The four Ps of global marketing strategy are product, place, promotion, and price.
a. True
b. False
Zee TV, a commercial television broadcast network, uses billboards, television,
magazines, and newspaper advertising to create awareness about upcoming shows and
to inform viewers about the new episodes of its existing shows. Zee TV uses _____ to
promote its television programs.
a. intrapersonal communication
b. mass communication
c. intergroup communication
d. interpersonal communication
Retailing’s ultimate goal is to sell products to consumers, and the right price is critical
to ensure sales. Because retail prices are usually based on the cost of the merchandise,
an essential part of pricing is efficient and timely buying.
a. True
b. False
In the context of SWOT analysis, which of the following can be considered a strength
of an organization?
a. Imitable products and services
b. A new unserved market
c. A superior production technology
d. Increased taxes on products
Which of the following best defines the term secondary data?
a. It refers to data that have not been proven and is in the form of assumptions.
b. It refers to raw data that have not been processed.
c. It is data previously collected for any purpose other than the one at hand.
d. It is data to be collected for the first time to solve a problem.
In late 2014, Apple introduced the iPhone 6, which featured a larger screen with 38%
more pixels than the iPhone 5S and an upgraded camera that could record videos in
slow motion. These changes indicate that Apple was offering a new product line.
a. True
b. False
_____________ is that part of a brand that can be spoken, including letters, words, and
numbers.
a. A brand name
b. A brand mark
c. Brand equity
d. Brand loyalty
When considering the types of demandsupply integration, _____ includes the ways in
which two or more companies will collaborate on activities or projects so that the
customer gains the maximum amount of total value possible from the supply chain.
a. material and service supplier integration
b. technology and planning integration
c. measurement integration
d. relationship integration
Which of the following is true of multichannel marketing?
a. Customers are offered information, goods, services, and/or support through one or
more synchronized channels.
b. It becomes difficult to identify which channel is responsible for discrepancies in the
inventory.
c. Customer products are sold through distribution channels.
d. Multichannel marketing creates a main channel that acts as the sale and profit center.
Salespeople who practice relationship selling emphasize a longterm investment in the
time and effort needed to uncover each customer’s specific needs and wants and to meet
them with the best product or service that can be offered.
a. True
b. False
Business firms can stimulate innovation by:
a. hiring employees who have a low tolerance for risk.
b. letting employees know that they have the freedom to fail.
c. using micromanagement techniques.
d. talking to late adopters.
A _____ is an announcement that promotes a program of a federal, state, or local
government or of a nonprofit organization.
a. public service advertisement
b. commercial advertisement
c. retail advertisement
d. surrogate advertisement
When a seller establishes a series of prices for a type of merchandise, it creates an
oddeven pricing.
a. True
b. False
Which of the following people is MOST likely to disapprove of unethical practices
more strongly than the others?
a. Rebecca, who has noticed that most of her colleagues often use office supplies for
personal use
b. Jason, an editor, who has noticed that all his managers agree that it is okay to
plagiarize a small amount of content occasionally
c. Sarah, who is a manager at an organization that does not provide guidelines for
ethical behavior
d. David, who has noticed for the first time that a colleague misrepresented data in a
report
Which of the following is a disadvantage of test marketing?
a. It requires major changes in consumer behavior such as rejecting microwave ovens.
b. It promotes the criticism of an idea, no matter how ridiculous it may seem.
c. It inaccurately predicts the success of a product that creates new consumption
patterns.
d. It exposes the new product and its marketing mix to its competitors before its
introduction.
Which term describes a series of decisions that an advertiser makes regarding the
selection and use of media, which allows the marketer to optimally and costeffectively
communicate the message to the target audience?
a. Media planning
b. Advertising
c. Sales Promotion
d. Advertising campaign
Employees are more likely to take prudent risks to build stronger business and sustain
the company’s success in addition to taking responsibility for their actions when they
are ______.
a. empowered to immediately resolve customer problems
b. offered extensive training
c. given less work
d. not pressurized with deadlines
_____________ refers to determining what information is needed and how that
information can be obtained efficiently and effectively.
a. The management decision problem
b. The marketing research objective
c. Secondary data
d. The marketing research problem
The form of research that aims to confirm an existing concept or to learn more about a
phenomenon is called ________.
a. basic research
b. applied research
c. innovative research
d. the scientific method
Advertising can affect the way consumers rank a brand’s attributes.
a. True
b. False
With homogeneous shopping products, consumers typically look for the lowest priced
brand that has the desired features.
a. True
b. False
Which of the following traditional forms of survey research is the most expensive?
a. Executive interviews
b. Mall intercept interviews
c. Trade show interviews
d. Telephone Interviewss
In terms of effective strategic planning, managers should establish new strategies but
without challenging longstanding assumptions about the firm and the environment.
a. True
b. False
Considering the implications that social media have for marketing products, marketers
must realize that ______.
a. interactions between marketers and customers using social media are not measurable
b. word of mouth on social media sites spreads gradually over time
c. a great ad campaign on social media is sufficient for successful promotion
d. the content on social media sites can rarely be controlled by marketers
A concept test evaluates an existing product idea, after the creation of a prototype.
a. True
b. False
Rapid changes in digital technology have hampered the decision making process for
consumers due to an everincreasing overload of information.
a. True
b. False
Which federal agency is charged with enforcing regulations against selling and
distributing adulterated, misbranded, or harmful food or drug products?
a. The Federal Trade Commission (FTC)
b. The Food and Drug Administration (FDA)
c. The Consumer Product Safety Commission (CPSC)
d. The Bureau of Consumer Protection
Differentiate between business and consumer products and discuss various types of
consumer products.
Discuss how personality affects consumer behavior.
Explain the steps involved in segmenting a market.
Discuss the lead qualification step of sales process and different ways in which leads
are qualified.
Discuss the pyramid of corporate social responsibility and its components.
