________ allows consumers to gain additional information about a product through the
use of a remote control.
A) Telemarketing
B) Kiosk marketing
C) Podcasting
D) Video conferencing
E) Interactive television
________ are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
A) Air tunnels
B) Rail flatcars
C) Steam ships
D) Pipelines
E) Airlines
Costs are involved in obtaining, ________, storing, and delivering information.
A) analyzing
B) interviewing
C) conducting
D) designing
E) reporting
________ have formal authority to select the supplier and arrange the terms of
purchase.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
Which of the following is true about the concentrated marketing strategy?
A) Companies that rely on a few segments for all of their business will suffer if a
segment turns sour.
B) Concentrated marketing is not profitable for most firms.
C) Niche marketing involves few risks for most firms.
D) Concentrated marketing involves going after a small share of a large market.
E) The Internet has limited the use and benefits of niche marketing.
________ are formed by noting current prices, remembering past prices, or assessing
the buying situation.
A) Product line prices
B) Seasonal prices
C) Reference prices
D) Time-based prices
E) Product bundle prices
Brand ________ refers to how highly consumers regard and respect the brand.
A) esteem
B) conformance
C) differentiation
D) relevance
E) knowledge
Which of the following product mix pricing strategies did Polaroid use when it set the
general price range of its cameras low and the markup on its film high?
A) product-segmented pricing
B) by-product pricing
C) customer-segmented pricing
D) captive product pricing
E) product bundling pricing
Crocus, a gift store, specializes in serving customer segments that major competitors
overlook and ignore. Which of the following best describes Crocus?
A) market follower
B) market challenger
C) early adopter
D) market nicher
E) laggard
In the context of behavioral segmentation, who among the following is a potential user?
A) Anita, who recently had a baby
B) Peter, who recently changed his job
C) Mary, who enrolled as a graduate student in a university last year
D) Gina, who opened a dental clinic in Orange County
E) Raj, who is planning a trip to Hawaii with friends
The ________ seeks to prevent unfair price discrimination by ensuring that sellers offer
the same price terms to customers at a given price level.
A) FTC’s “Guides against Deceptive Pricing”
B) Robinson-Patman Act
C) Sherman Act
D) Clayton Act
E) Automobile Information Disclosure Act
A(n) ________ is the set of actual and potential buyers of a product or service.
A) market
B) control group
C) subsidiary
D) focus group
E) audience
Which of the following is the most effective—but most expensive—way to introduce a
new product or create new excitement for an existing one?
A) coupons
B) sampling
C) cash refunds
D) cents-off deals
E) satisficing
By definition, ________ pricing is used when a firm sells a product or service at two or
more prices, even though the difference in price is not based on differences in cost.
A) segmented
B) variable
C) flexible
D) cost-plus
E) reference
One common form of Internet fraud is phishing, a type of identity theft that uses
deceptive e-mails and fraudulent online sites to fool users into divulging personal data.
In ________, text-based ads and links appear alongside search engine results on sites
such as Google, Yahoo!, and Bing.
A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds
In this scenario, which of the following is an example of primary data?
A) list of corporations obtained from the Chamber of Commerce
B) information obtained from competitors’ pamphlets
C) data obtained from the surveys conducted in the 75 companies
D) information obtained from the Internet about current market trends
E) data obtained from competitors’ Web sites
During the prospecting stage, a salesperson needs to identify the good leads and screen
out the poor ones through a process known as ________.
A) closing
B) satisficing
C) presenting
D) qualifying
E) approaching
A current trend in the United States involves rediscovering the benefits of home-cooked
food and the use of organic ingredients. People are choosing to spend hours in the
kitchen using only the freshest ingredients to cook healthy and nutritious meals. This
change in ________ is one of the reasons for the increasing demand for organic
ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle
________ requires finding the major advantages people look for in a product class, the
kinds of people who look for each positive aspect of a product, and the major brands
that deliver it.
A) Gender segmentation
B) Psychographic segmentation
C) Benefit segmentation
D) Geographic segmentation
E) Age and life-cycle segmentation
Several compensation plans are available to reward and motivate Reliable Tool’s
salespeople. Since generating new leads and new business can be a goal for the sales
force, which compensation plan approach is MOST likely to motivate and direct the
salespeople in that direction?
A) straight commission
B) salary plus bonus
C) straight salary
D) salary plus commission
E) salary, commission, and bonus
For the past ten years, Bill and Margaret have saved money to go to the Super Bowl
should their team, the Chicago Bears, reach the finals of the NFC championship. This is
the year, and several tour companies offer attractive, but very similar, packages to the
game. Since all packages are pretty much the same, they have chosen one that fits their
budget. Bill and Margaret are most likely exhibiting ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) consumer capitalism
E) consumer ethnocentrism
If Selman & Saks allowed a French company to produce and market razors and
trimmers carrying the company’s brand in exchange for a royalty, Selman & Saks would
be using the market entry strategy of ________.
A) exporting
B) franchising
C) licensing
D) contract manufacturing
E) joint ownership
The Great Recession of 2008 to 2009 triggered a shift in consumer attitudes toward
________.
A) variety and price
B) perceptions of value
C) locations of stores
D) price and quality
E) economic data
Product mix ________ refers to the number of different product lines the company
carries.
A) length
B) height
C) width
D) consistency
E) depth
Customer relationship management (CRM) helps ________.
A) firms monitor and minimize employee turnover
B) customers manage information about different sellers in the market
C) firms manage customer touch points to maximize customer loyalty
D) customers locate the best deals in the market
E) firms create artificial demand in the market
Which of the following wholesaler’s channel functions is exemplified by buying in
carload lots and then dividing these lots into small quantities?
A) warehousing
B) transportation
C) risk bearing
D) bulk breaking
E) selling and promoting
Five characteristics are important in influencing an innovation’s rate of adoption. Which
of the following is NOT one of those characteristics?
A) relative advantage
B) compatibility
C) consumability
D) complexity
E) communicability
________ involves using in-store promotions and advertising to extend brand equity to
“the last mile” and encourage favorable point-of-purchase decisions.
A) Differentiation
B) Shopper marketing
C) Social media marketing
D) Retailer marketing
E) Segmentation
Which of the following is most likely gained by stores that cluster together?
A) decreased competition
B) increased customer pulling power
C) compliance with franchise agreements
D) creation of retailer cooperatives
E) standardization of the service mix
Conflict in the channel can be healthy because ________.
A) it can disrupt channel effectiveness
B) normal give-and-take simply is normal
C) the channel could become passive and non-innovative
D) it can cause harm to channel relationships
E) the respective rights of the channel partners take priority
When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
Which of the following is true about survey research?
A) It involves sending observers to watch and interact with consumers in their natural
environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments,
controlling related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research
methodologies.
E) Survey research is the most widely used method for primary data collection.