_____ states that motivation depends on an individual’s expectations of his/her ability
to perform a job and how that performance relates to attaining a desired award.
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
Merrill Lynch’s bull logo cannot be considered a part of the product’s trade dress.
a. True
b. False
_____ refers to the amount a retailer adds to the cost of a product to determine its
selling price.
a. Allowance
b. Discount
c. Rebate
d. Markup
The 80/20 principle, also called Pareto’s law, states that 80 percent of a product’s
revenues come from 20 percent of its customers.
a. True
b. False
The only real difference among the multitude of cost-plus pricing techniques is the
relative sophistication of the costing procedures employed.
a. True
b. False
Which of the following is a disadvantage of using direct marketing as a promotional
strategy?
a. It generates a delayed consumer response.
b. It is expensive as it involves high cost per reader.
c. It does not allow the use of customized, personal messages.
d. It covers a small audience with targeted advertising.
Which of the following factors has helped increase the importance of packaging as a
marketing tool?
a. Marketers’ emphasis on targeting large market segments
b. Increased popularity of generic products
c. Changes in consumer lifestyles and buying habits
d. Global economic recessive trends
The communication process begins with:
a. noise.
b. channeling.
c. encoding.
d. decoding.
Which of the following marketing exchanges is most likely to be transaction-based?
a. Golf club membership
b. Buying property from a real estate agent
c. Medical care for a person with a chronic illness
d. Annual service contract with a lawn and garden company
International direct investment does not provide a competitive advantage because of its
high risk potential and high involvement characteristics.
a. True
b. False
Large companies set up profit centers as a control device in their newly decentralized
operation.
a. True
b. False
Micromarketing can target even individuals.
a. True
b. False
A series of related products offered by one company is called a(n) _____.
a. marketing mix
b. specialty products
c. product
d. services
e. convenience products
f. impulse goods
g. installations
h. wholesalers
i. business-to-business (B2B)
j. supplies
k. emergency goods
l. shopping products
m. component parts and materials
n. staples
o. product mix
p. product line
q. line extension
r. total quality management
s. product lifecycle
t. benchmarking
Although developing a commercial website with interactive features can cost as little as
$30, putting it online can cost tens of thousands of dollars a month for a spot on the
server of a Web host.
a. True
b. False
_____ refers to the movement of products through more than one channel to reach the
firm’s target market.
a. Direct channeling
b. Dual distribution
c. Selective channeling
d. Exclusive distribution
_____ is a contractual arrangement in which a wholesaler or retailer agrees to meet the
operating requirements of a manufacturer.
a. Direct investment
b. Franchising
c. Value engineering
d. Business process reengineering
Doug is a business analyst for a leading manufacturer of sports shoes. A careful analysis
of market conditions reveals that there is actually an excess supply in the market for
sprinting shoes. Doug infers that the sprinting shoes are in the _____ stage of the
product lifecycle.
a. introductory
b. growth
c. maturity
d. disseminative
Which of the following is TRUE regarding the use of advertising when products are in
the maturity phase of the product lifecycle?
a. firms typically reduce advertising and sales promotion expenditures
b. firms typically increase advertising and promotion expenditures
c. firms focus efforts by utilizing personal selling to expand distribution
d. firms promote their products at trade shows to inform and educate consumers
Which of the following independent wholesaling intermediaries ranks as a relatively
high-cost intermediary because of the number of services it performs?
a. Rack jobber
b. Drop shipper
c. Mail-order wholesaler
d. Cash-and-carry wholesaler
Strategic business units (SBUs) of a diversified firm have common managers,
resources, objectives, and competitors.
a. True
b. False
In the context of Internet advertising, click-through is a direct marketing technique that
relates the cost of an ad to the number of people who click it.
a. True
b. False
Which of the following is a type of nonprobability sample?
a. Convenience sample
b. Cluster sample
c. Stratified sample
d. Simple random sample
High-demand sporting or concert events have encountered an expensive, often illegal,
form of pricing where tickets are resold at a much higher price than what it was
originally bought for. This practice is called ticket scalping.
a. True
b. False
Fad cycles are examples of traditional product lifecycles.
a. True
b. False
Which of the following modes of transportation provides the most efficient way for
moving bulky commodities over long distances?
a. Railroads
b. Motor carriers
c. Water carriers
d. Pipelines
The newly elected president of a lowresourced, developing nation has hired marketing
consultants to help his country. Realistically, what can he expect the marketers to do?
a. Reduce income inequality.
b. Improve energy efficiency.
c. Obtain loans from the World Bank and other global institutions.
d. Get insight into the needs and wants of citizens.
e. Improve the country’s image to attract international investment.
Cutco is a manufacturer of high-end cutlery for the home chef and markets their
products through a sister company, Vector Marketing who often contracts with college
students who are independent sales representatives for the company. Vector provides
free product and sales training to their independent sales representatives and encourages
them to take food with them on sales calls such as apples, cucumbers, tomatoes or other
fresh produce so that prospective customers can actually use the knives and experience
the Cutco difference. In addition, Cutco is relatively famous for their kitchen shears
which can cut through a penny and during training, all Vector Marketing representatives
are taught how to show the versatility and value of the shears. Which step in the sales
process would a Vector Marketing representative have customers use the knives or
kitchen shears?
a. demonstration
b. presentation
c. closing
d. follow-up
Banners have evolved into a more target-specific technique for Internet advertising with
the advent of:
a. pop-ups.
b. interstitials.
c. missiles.
d. advergames.
The marketing website of a company differs from its corporate website as the marketing
website is established:
a. to increase the visibility of the company and promote its offerings.
b. to provide financial information to investors.
c. to increase the purchase of products by visitors by engaging them in interactions that
will lead to purchase of the product.
d. to provide a communication channel for consumers and other interested parties via
email, blogs, and online forums.
CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking
information about the products and/or those who wish to order directly from the
website. CallowayGolf.com notices that its _______ is relatively low with very few
visitors actually purchasing from the website. However, it believes the website is
effective for ______ shoppers who typically visit locallyowned golf retailers to sample
the clubs and make a purchase.
a. conversion rate; webtostore
b. clickthrough rate; traditional
c. conversion rate; traditional
d. engagement; webtostore
Which act prohibits price discrimination in sales to wholesalers, retailers, or other
producers?
a. The WheelerLea Act
b. The RobinsonPatman Act
c. The North American Free Trade Agreement
d. The Federal Trade Commission Act
A strategic window is defined as a collection of situations where organizations are
unable to capitalize on opportunities because of internal limitations.
a. True
b. False
An inner state that directs a person toward the goal of satisfying a need is a(n) _____.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
You are a sales representative for a major computer products company in Nashville,
Tennessee. Lowe’s Home Improvement is one of your major clients and you like to
entertain the company’s employees regularly to maintain good business relationships.
Because you do not have an unlimited entertainment budget, you must be selective in
regard to the company employees whom you entertain. You want to make sure you are
getting the greatest benefit for your entertainment dollars. You have found that the most
influential people in the company are those who control the flow of information to
everyone else in the organization. These are the people you want to spend your time and
money entertaining. Based on this finding, you should:
a. spend your money and time entertaining the users in the company
b. spend your money and time entertaining the influencers in the company
c. spend your money and time entertaining the buyers in the company
d. spend your money and time entertaining the gatekeepers in the company
e. spend your money and time entertaining the deciders in the company