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Nearshoring leads to high costs and increases supply chain risk.
a. True
b. False
Which is an important basis for establishing competitive advantage and differentiating
one’s company from competitors?
a. Delivering consistent, highquality customer service.
b. Providing a highquality product advertised by wordofmouth.
c. Using an automated survey to determine the postsale satisfaction of customers.
d. Giving importance only to highend customers
When predicting or explaining a new the rate of adoption and diffusion of a new
product, relative advantage refers to the degree to which that product is ______.
a. free of difficulty relating to its usage
b. consistent with existing values
c. perceived as superior to existing substitutes
d. available to be tried on a limited basis
Which of the following is NOT an approach companies take to keep innovation strong?
a. Using teams of writers to imagine detailed opportunities and threats for their
companies, partners, and collaborators in future markets
b. Creating websites that act as literal marketplaces of ideas where innovators can go to
look for help with scientific and business challenges
c. Talking to early adopters and looking for new things or wishing for something better
to help in daily tasks at home and work
d. Restricting the degree to which people can follow their entrepreneurial passions
The Federal Trade Commission’s Bureau of Competition _____.
a. promotes restraint of trade among business firms
b. encourages monopolization and agreements between competitors
c. promotes anticompetitive strategies
d. seeks out and challenges anticompetitive conduct in the marketplace
__________ is the process of anticipating future events and determining strategies to
achieve organizational objectives in the future.
a. Divesting
b. Planning
c. Holding
d. Harvesting
Which of the following defines computerassisted personal interviewing?
a. Use of a specially designed phone room to conduct telephone interviews
b. A type of survey that usually involves interviewing business people at their offices
concerning industrial products or services
c. An interviewing method in which a mall interviewer intercepts and directs willing
respondents to nearby computers where each respondent reads questions off a computer
screen and directly keys his or her answers into the computer
d. An interviewing method in which the interviewer reads questions from a computer
screen and enters the respondent’s data directly into the computer
This category of the business market often carries thousands of items in stock and
employs sales forces to call on business customers. Who are they?
a. Resellers
b. Producers
c. Distributors
d. Governments
An organization that devises strategies to convince a customer to buy their product in
spite of acknowledging the mismatch between the customer and the product is said to
be a _______ organization.
a. salesoriented
b. marketoriented
c. customeroriented
d. societaloriented
PQR Corporation is a salesoriented firm that focuses on high sales. It does not take into
account the customer’s wants and needs, and instead concentrates on manufacturing
products that will reap high profits. This attitude might lead to the firm’s missing
business opportunities because ______.
a. its narrow focus on manufacturing specific products does not meet customer needs
and wants for a wider range of products
b. it focuses on providing value and benefits to its customers instead of meeting
company objectives
c. it emphasizes enhancing individuals’ and society’s longterm best interests
d. it concentrates on relationship building, empowerment, and teamwork
Which of the following defines demand?
a. The quantity of a product offered to the market by a supplier at various prices for a
specified period
b. The quantity of a product sold in the market at various prices for a specified period
c. A company’s product sales as a percentage of total sales for that industry
d. A part of profit percentage that is given up in exchange for acquiring a good or
service
Which of the following is NOT true of relationship selling?
a. It emphasizes making a onetime sale.
b. It focuses on building mutual trust between the buyer and seller.
c. Its end result is loyal customers.
d. Its strategy is often less expensive than continuously marketing products.
______________ is a method of analyzing data that lets the analyst look at the
responses to one question in relation to the responses to one or more other questions.
a. Crosstabulation
b. Field service
c. Snowball sampling
d. Convenience sampling
Placing advertising messages in webbased, mobile, console, or handheld video games
to advertise or promote a product, service, organization, or issue is known as:
a. infomercials.
b. advergaming.
c. podcasts.
d. media planning.
When developing a product positioning strategy, marketers need to consider how
consumers view the distinctions between products and analyze whether those
distinctions are real or perceived.
a. True
b. False
Women tend to accumulate money for the sake of accumulation and rarely associate it
with security, independence, or quality of life.
a. True
b. False
At a local supermarket, Linda saw a box of plant fertilizer that retails at $25 but was
marked down to $20.99. Given this information, $20.99 is the _____.
a. dividend
b. price
c. margin
d. profit
A strategic business unit (SBU) is a single business or a collection of related businesses.
a. True
b. False
The main advantage of primary data is that it:
a. is inexpensive to collect.
b. can answer specific research questions that secondary data cannot answer.
c. consists of data that iseasily available to any interested party.
d. is already processed and analyzed.
LinkedIn is designed to be multimediarich rather than informationrich.
a. True
b. False
A relative product failure results when a new product returns a profit but fails to achieve
its goals for sales, profit, or market share.
a. True
b. False
_____ plays a very important role in how marketers decide to distribute funding among
their promotional mix tactics.
a. Data
b. Competitor
c. Noise
d. Government policy
Burger King, a popular chain of fastfood restaurants, offers an official Burger King
Kids’ Meal backpack free with every purchase of its newly introduced luxury meal
pack. In this case, which of the following types of sales promotions does Burger King
offer?
a. Trade allowance
b. Push money
c. Rebate
d. Premium
Henry runs Moonlight Caf, a worldrenowned, fastfood restaurant, in his locality. He
started the restaurant after getting a license from Moonlight Caf and by regularly paying
a fee for the right to use its brand name, products, and methods of operation. Henry
most likely operates a(n) _____.
a. independent retail store
b. warehouse club
c. chain store
d. franchise
Which theory is based on the premise that advertising works by influencing the brand
choice of people who are ready to buy?
a. Recency planning
b. Pulsing media schedule
c. Flighted media schedule
d. Continuous media schedule
Nonprofit organizations differ from profit organizations in that nonprofit organizations
a. target the niches that may be most profitable.
b. compete with, rather than complement, the efforts of others.
c. must often target those who are apathetic about or strongly opposed to receiving their
services.
d. give priority to developing those market segments that are most likely to respond to
particular offerings.
Sales and operations planning is a procedure
a. companies use to combine production and demand by merging diplomatic and
strategic planning methods across functional areas of the business.
b. That seeks to align supply and demand throughout the supply chain by anticipating
customer requirements at each level and creating demandrelated plans of action prior to
actual customer purchasing behavior.
c. That presents a multicompany, unified response system to the customer whenever
complaints, concerns, questions, or comments are voiced.
d. None of these.
Segmenting by customer type allows business marketers to tailor their marketing mixes
to the common needs of particular types of organizations or industries.
a. True
b. False
A firm that has adopted a societal marketing orientation focuses on ______.
a. the needs and wants of the customers
b. aggressive sales techniques
c. enhancing individuals’ and society’s longterm best interests
d. the internal capabilities of the firm
Instore retailing adds a level of convenience for customers who wish to shop from their
current locations.
a. True
b. False
Which of the following is the final stage in the product life cycle?
a. Maturity stage
b. Decline stage
c. Growth stage
d. Introductory stage
_____ is a system for gathering information from respondents by continuously
monitoring the advertising, promotion, and pricing they are exposed to and the things
they buy.
a. Online research communities
b. An online focus group
c. Scannerbased research
d. A Web survey system
Gamers’ Page is a magazine that primarily caters to people who are enthusiastic about
sports and who enjoy gaming. In this scenario, the editorial board of Gamers’ Page uses
_____.
a. gender segmentation
b. geographic segmentation
c. psychographic segmentation
d. family life cycle segmentation
When considering the diffusion of innovation, which group is least motivated by
advertising or personal selling?
a. Laggards
b. Innovators
c. The late majority
d. The early majority
