Competitive pricing is one of the main reasons for consumers preferring to shop online
than from a brickandmortar store.
a. True
b. False
Rebates are usually granted to customers by retailers.
a. True
b. False
When Think Green, a not-for-profit organization, realizes that its campaign for a “go
vegan” lifestyle has lost its steam, it decides to renew the campaign by holding an
international culinary contest for the best vegan recipe. This is an example of _____
advertising.
a. informative
b. reminder
c. evaluative
d. retentive
Which of the following terms refers to an advantage brought about by the advent of the
Internet as a shopping medium by eliminating the geographic protections and
limitations of local business and by giving smaller firms a wider audience?
a. Personalization
b. Digital tooling
c. Interactivity
d. Global reach
ARC Inc., a waste management company, expands its scope of business to recycle
liquids that can be turned into fuelgrade ethanol, demonstrating the socially responsible
approach of the company.
a. True
b. False
Jose is the social media manager for a children’s museum and is making decisions about
the best mix of social media tools to utilize in order to achieve the objective of
increasing the number of family memberships by 10% during the year. Jose likes to use
Twitter, Instagram, Facebook and Pinterest to reach the museum’s desired target market
but he spends most of his time developing the appropriate content and determining the
frequency of posts. Which term best describes Jose’s activity related to determining the
use of social media?
a. tactical planning
b. media scheduling
c. strategic planning
d. operations planning
A nation’s basic system of transportation networks, communication systems, and energy
facilities form a part of its _____ environment.
a. social
b. political
c. legal
d. economic
The traditional channel for consumer goods proceeds from producer to:
a. the ultimate consumer or user.
b. agent to wholesaler to consumer.
c. agent to the ultimate user.
d. wholesaler to retailer to user.
A major manufacturer of men’s shaving products has developed a prototype of an
electric shaver featuring a vacuum attachment to capture virtually all hair. It’s targeted
to men who have facial hair — beards, mustaches, or goatees who like a trimmed
appearance but dislike all the hairs that fall into the sink or bathroom counter top. The
engineers create several prototypes and have members of their marketing research team
gauge consumer response to the new product by conducting personal interviews with
men who have facial hair. The company hopes that if the product is favorably received,
the new product will be more successful in the marketplace. This is an example of:
a. concept testing
b. screening
c. test marketing
d. commercialization
Which of the following is an example of a good promotional objective?
a. increase nonpersonal selling by 5%
b. increase sales in the Northeast region by 17%
c. decrease budgets associated with television ads
d. decrease promotional costs by the end of the year
e. increase the consumer base by 10% as a result of the online-based interactive ad
The choice between pleasing all consumers and remaining profitable—thus surviving—
defines one of the most difficult dilemmas facing business.
a. True
b. False
An agent, who connects small companies with the consumers, always takes possession
of the goods as well as the title.
a. True
b. False
Edward Don & Company maintains over 12,000 food service and supply items for the
hospitality industry as well as any organization that provides food service such as
hospitals, schools, or prisons. Customers enjoy the opportunity to streamline their
transactions by purchasing a large number of items from a single company. Customers
may place orders online or order from their Edward Don sales representative. Edward
Don purchases their items directly from the manufacturer and provides them to the
business customer. What business function does Edward Don & Company provide?
a. wholesaling
b. financing
c. risk taking
d. storing
Intermodal operation in which highway trailers and containers ride on railroad flatcars,
thereby combining the long-haul capacity of the train with the door-to-door flexibility
of the truck is called a _____ service.
a. piggyback
b. birdyback
c. fishyback
d. horseback
A consumer products company is analyzing data collected and published by trade
associations and general business magazines. This data is best referred to as _____ data.
a. primary
b. private
c. internal
d. census
Transporters that provide service solely for internally generated freight are called
_____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Which one of the following statements is true about past geopolitical events and the
five eras in the history of marketing?
a. The production era was heavily influenced by the Korean War.
b. The marketing era was interrupted by World War II.
c. The sales era was heavily influenced the rise of capitalism in China.
d. The social era was heavily influenced by the tearing down of the Berlin Wall.
e. The sales era began during the Great Depression.
You own an enchanting Victorian bed-and-breakfast facility in Ashland, Oregon, home
of the annual Oregon Shakespeare Festival. The symbol for your in-season rates is $$$
$, when the Bard’s plays are being enacted on the stages. In season, you have a
two-night minimum-stay requirement. When the festival season has ended, however,
you have trouble filling your rooms.
Using the tool of yield management, what action will you take to maximize profits?
a. close down your facility during the off season to minimize expenses
b. connect with other hotel/motel owners and set a minimum rental limit
c. lower your rates to $$ and remove the minimum-stay requirement
d. keep your rates and minimum stay the same and increase advertising
e. consider the off season as vacation time to renew your energy
You’ve just started a new job as Chief Marketing Officer for a restaurant chain, and
you’ve learned that the marketing planning process is already underway. In fact, the first
two steps have been completed. What do you need to do now?
a. Define the chain’s mission.
b. Determine the chain’s specific objectives.
c. Formulate a marketing strategy.
d. Implement strategy.
e. Assess organizational resources and opportunities.
Managers are responsible for communicating the goals of total quality management to
all staff members.
a. True
b. False
Which of the following pricing policies is more likely to be applied in marketing
programs based on individual bargaining?
a. Product-line pricing
b. Promotional pricing
c. Price flexibility
d. Odd pricing
Which of the following acts gives the FTC jurisdiction over false and misleading
advertising?
a. The WheelerLea Act
b. The Clayton Act
c. The RobinsonPatman Act
d. The Consumer Product Safety Act
The Anti-A&P Act was inspired by price competition triggered by the rise of grocery
store chains.
a. True
b. False
One of the benefits of emarketing is the ability to reach anyone connected to the
Internet anywhere in the world.
a. True
b. False
Most buyers prefer basing-point pricing policies compared to other policies used by
sellers to handle transportation costs.
a. True
b. False
Which of the following terms represents businesses that provide transportation services
as for-hire carriers to the general public?
a. Common carriers
b. Contract carriers
c. Private carriers
d. Independent carriers
Marketing of sporting, cultural, and recreational activities to selected target markets is
known as cause marketing.
a. True
b. False
The length of a product mix refers to the number of different products a firm sells.
a. True
b. False
Choose the scenario(s) that illustrate(s) derived demand.
a. If restaurant customers order more sandwiches, commercial bakeries sell the
restaurants more bread.
b. If fewer people buy cars, auto makers reduce their purchases from suppliers of
windshield glass.
c. If children lose interest in playing video games, fewer parents buy the XBox.
d. If airline travel increases, suppliers of packaged meals sell the airlines more food.
Sales of Kathleen’s baked goods have begun to increase dramatically. She is selling
online, but many customers in her core region are asking about local outlets where they
can make immediate purchases. Kathleen has no desire to open and operate a retail
outlet herself, but she also does not want her product sold beside a generic cookie in a
supermarket. What type of distribution will Kathleen investigate for her premium baked
goods?
a. intensive distribution
b. extensive distribution
c. direct distribution
d. selective distribution
e. exclusive distribution
The response rates for mail questionnaires are much higher compared to personal
interviews.
a. True
b. False
Delacruz Trade Bindery is a family-owned business with two locations—one in the
Mid-Atlantic and one in the southern United States. Delacruz has been in business now
for ten years, and the business has grown to include clients all along the East Coast. For
the last five years, Dave Delacruz, Jr. has been in charge of purchasing, inventory
control, and shipping, all of which have gotten complex beyond Pop Delacruz’s ability.
But this fall, however, Dave Jr. is headed to graduate school out of state. What resource
may be available to Pop Delacruz to help him manage his supply chain? Select the best
answer from the choices below.
a. third-party logistics (3PL) firm
b. office manager
c. RFID technology
d. marketing representative
e. customer service representative
The main purpose of the community development financial institutions certified by the
U.S. Treasury Department is to educate lowincome borrowers.
a. True
b. False