A multidomestic marketing approach brings the advantage of economies of scale to
production and marketing activities.
a. True
b. False
To be most effective, a firm’s social media marketing campaign should be
wellstructured, and it should include a number of key phases. The first phase of the
campaign should be ___________. The last phase of the plan should be
_______________.
a. strategy development; monitoring
b. identify target audience; implement plan
c. goal setting; implement plan
d. goal setting; measurement
e. produce content; implement plan
B2B relationships tend to last longer than those in the consumer market.
a. True
b. False
Relationship marketing focuses more attention on _____ customers because new
customers are _____ to acquire compared to existing customers.
a. existing; less expensive
b. new; less expensive
c. existing; more expensive
d. new; more expensive
Which of the following was rendered invalid by the federal Consumer Goods Pricing
Act of 1975?
a. The Robinson-Patman Act (1936)
b. State unfair-trade laws
c. State fair-trade laws
d. The Clayton Act (1914)
Sherwin Williams develops strong relationships with contractors and facility managers
to develop loyalty and encourage them to purchase a majority of their paint and
supplies from the store. Sherwin Williams provides incentives to contractors and bases
prices according to the volume of paint a contractor purchases within a given quarter.
Sherwin Williams includes the cumulative volume purchased on each invoice so each
contractor can track their purchases and estimate the amount of rebate or refund they
could earn at the end of each quarter. Sherwin Williams is utilizing a(n):
a. cumulative quantity discounts
b. trade discount
c. promotional allowance
d. cash discount
While developing a social media marketing campaign, marketers can make it easy for
potential customers to participate in the conversation by:
a. introducing a wide range of merchandise.
b. offering attractive discounts on goods and services.
c. creating a specific landing page for the marketing campaign.
d. sending frequent mails and updates regarding goods and services to potential
customers.
HandyBrands Inc., a consumer goods company, engages in the design, manufacture,
sourcing, and sale of apparel essentials in the United States and abroad. They have a
very good etailing portal. Online shopping constitutes 40 percent of their sales.
Recently, they have faced complaints by customers that orders are not getting
processed. The reason was the existence of a website with similar content and an
identical domain name. HandyBrands Inc. should take the help of the _____.
a. Electronic Signature Act
b. Anticybersquatting Consumer Protection Act
c. Identity Theft and Assumption Deterrence Act
d. Credit Card Accountability, Responsibility and Disclosure Act
Advertising that promotes a concept, idea, philosophy or the goodwill of an industry,
company, organization, person, or government agency is known as:
a. institutional advertising
b. reminder advertising
c. persuasive advertising
d. informative advertising
Job seekers can use social media to improve their job prospects in the market by:
a. being active on most of the social media sites.
b. including friends and family on their LinkedIn network.
c. accepting all LinkedIn requests in order to widen their network.
d. being proactive on LinkedIn and connecting with people who work for companies of
interest.
The basis for social media is conversation.
a. True
b. False
Telemarketing is the most frequently used form of direct marketing and provides high
returns to the marketers on their expenditures.
a. True
b. False
The Swim Store is a manufacturer and distributor of swim-related products for
competitive swimming athletes and also offer products for lifeguards. They are
expanding their reach to Europe and believe their line of products will be well received
however, due to the adoption of the Euro single currency system, competition is strong.
Which pricing objective would be most appropriate for the company as they expand to
the European Union markets?
a. meeting competition
b. profitability
c. prestige
d. stability
The first step in creating a social media marketing plan is to write an executive
summary.
a. True
b. False
Bits Inc., a manufacturer of server processors, sends out its trained salespeople to
inform prospective and existing customers about its latest range of processors and
provide demonstrations. The promotional effort adopted by this company is an example
of:
a. push-cash selling.
b. field selling.
c. networking.
d. over-the-counter selling.
A marketing program that enables satisfied customers to spread the word about
products to other consumers is called _____ marketing.
a. grassroots
b. viral
c. frequency
d. affinity
A customary price represents an upper limit on the price of a product imposed by the
government in order to control the prices of essential products such as food items.
a. True
b. False
Which of the following qualitative forecasting techniques is useful in predicting
short-term and intermediate sales for firms that serve selected customers?.
a. Delphi technique
b. Survey of buyer intentions
c. Trend analysis
d. Sales force composite technique
The greatest share of television advertising revenues comes from local advertisers,
while most newspaper advertising revenues come from organizations that advertise
nationally.
a. True
b. False
Your marketing team is conducting research to improve your understanding of sampling
techniques. You are particularly interested in working with the so-called Millennial
Generation and have accumulated the following key data points about the group:
1) They regard themselves as special and need individual attention, which they received
throughout their childhood.
2) There are 70 million individuals in this cohort.
3) The total buying power of the group is $100 billion a year.
4) They prefer team-oriented activities, having often taken part in team sports as
children.
5) They show conventional preferences for schedules and structure.
6) People in the group range from 20 to 35 years old.
7) They are achievement-oriented, particularly in regard to education, but may also
respond negatively to failure.
Before you select a sample from the population of Millenials, you want to ensure that
you understand the characteristics of this group. Based on the data points listed, what
can you conclude about this group?
a. This group has a strong historical perspective.
b. This group is too small to be an attractive target market.
c. This group is very independent; its members tend to “go their own way.”
d. This group does not have the financial resources to be an attractive target market.
e. This group likely has a higher average level of education than the general population.
Which of the following is the most frequently used form of direct marketing?
a. Direct-response retailing
b. Online retailing
c. Telemarketing
d. Direct mail
To acquire regional expertise and comply with the local laws of a country, international
firms often find it desirable to:
a. form political action committees.
b. export goods and services to that country.
c. form strategic alliances with domestic companies in that country.
d. relocate manufacturing facilities to that market.
Your company is planning to launch a new online gaming website. Users will be able to
choose from a selection of over 100 games to play. You will earn revenue through the
membership fees you charge to users, and from advertising fees charged to companies
that want to place their ads in some of your games. You want to increase your chances
of success by launching the website in the country that has the most Internet users in the
world. In which one of the following countries should you launch your website?
a. United States
b. China
c. Japan
d. India
e. Sweden
Which mode of transportation is very slow in speed, is low cost and offers very high
levels of flexibility in handling?
a. water
b. pipeline
c. air
d. truck
_____ refers to marketing activities other than personal selling, advertising, and
publicity that enhance consumer purchasing and dealer effectiveness.
a. span of control
b. field selling
c. inside selling
d. order processing
e. virtual sales team
f. team selling
g. approach
h. creative selling
i. presentation
j. sales promotion
k. premium
l. coupon
m. network marketing
n. cold calling
o. expectancy theory
p. over-the-counter selling
q. missionary selling
r. relationship selling
s. push money
t. consultative selling
Purchasers of component parts and materials need regular, continuous supplies of
uniform-quality products.
a. True
b. False
Porter’s Five Forces is a model which identifies five competitive forces that influence
planning strategies. In regards to this model, which one of the following statements is
true?
a. It separates the forces into internal and external categories.
b. The model was later updated to include the impact of the Internet on a firm’s
strategies.
c. It identifies the threat of regulatory controls as one of the five forces.
d. It only applies to firms that manufacture their own products.
e. It is an integral part of the SWOT Analysis.
You recently joined a major retailing company as head of its Internet marketing
strategies group. Immediately, you started assessing the breadth and effectiveness of all
elements of the company’s Internet presence to see which areas need immediate
improvement. Your initial conclusion is the company does a very good job of providing
information via its various websites, but it is extremely deficient in using its Internet
presence to drive sales to its customers. Which of the following actions should you take
to remedy this situation?
a. Enhance, overhaul and otherwise improve the company’s marketing website.
b. Enhance, overhaul and otherwise improve the company’s corporate website.
c. Enhance, overhaul and otherwise improve the company’s weekly blog.
d. Enhance, overhaul and otherwise improve the company’s online learning
management system.
e. Enhance, overhaul and otherwise improve the company’s email system.
_____ are methods of testing alternate ads by dividing a cable TV audience using two
different ads, and then evaluating the relative effectiveness of each.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
Philippe exhibited extended problem solving when he spent a large amount of time
researching and comparing various criteria for a certain product or service. Which
scenario in the choices below best describes the extended problem solving that Philippe
used?
a. He renewed the contract for his monthly pest control service.
b. He opted to purchase a new flavor of ice cream instead of the flavor he normally
buys.
c. His Sports Illustrated magazine subscription ran out and he paid for another year of
it.
d. Instead of his usual morning decaf coffee, he elects to try the flavor of the month at
Dunkin’ Donuts.
e. He pored over college catalogs and visited various campuses before choosing the one
his son would attend.
Which of the following examples illustrates an orphan brand?
a. The line of fur blankets dropped in sales by 65% by the end of the first quarter.
b. The cherry wood dresser line was successful only in the Northeast.
c. Though company executives thought the line of picture frames would be a hit with
customers, it did not sell.
d. The shoe line did not do well, but another company decided to purchase the rights to
the design and manufacture it.
e. The line of handbags generated a 32% profit within the first quarter but the company
ran out of raw materials to make the bags.
