In which of the following steps of the selling process is a salesperson most likely to
meet the customer for the first time?
A) prospecting
B) preapproach
C) follow-up
D) approach
E) closing
________ are large and highly automated warehouses designed to receive goods from
various plants and suppliers, take orders, fill them efficiently, and deliver goods to
customers as quickly as possible.
A) Loading docks
B) Open warehouses
C) Distribution centers
D) Shipping platforms
E) Product platforms
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster,
Pennsylvania, from locally grown wood, is an example of a ________.
A) convenience product
B) capital item
C) service
D) specialty product
E) product attribute
A good brand name should most likely be ________.
A) trendy
B) complex
C) long
D) conventional
E) distinctive
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
A ________ consists of all the product lines and items that a particular seller offers for
sale.
A) product mix
B) store brand
C) supply chain
D) value chain
E) line extension
More and more companies are moving away from high-commission plans because
________.
A) outside salespeople tend to undermine the efforts of the inside sales team
B) high-commission plans require salespeople to work overtime
C) salespeople tend to become pushy which affects customer relationships
D) salespeople are prone to taking multiple sales jobs to maximize their income
E) salespeople end up spending too much time traveling to meet customers
Companies that define their missions in terms of products or technologies are
considered myopic primarily because ________.
A) products and technologies result in low returns on investment
B) consumer preferences with regard to products and technology are difficult to predict
C) consumer preferences for different product categories vary from time to time
D) products and technologies eventually become outdated
E) most consumers are not comfortable using sophisticated technology during the
buying process
Which of the following is the best way for a company to increase selling time?
A) implementing high-commission plans
B) reducing the number of customers
C) sharing less information with customers
D) simplifying administrative duties
E) implementing mass customization
Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) interactive media content
Specialty stores carry ________ with ________ within them.
A) only convenience products; shallow assortments
B) narrow product lines; deep assortments
C) narrow product lines; shallow assortments
D) wide product lines; shallow assortments
E) wide product lines; deep assortments
An integrated social marketing campaign likely could include all of the following
except ________.
A) Facebook pages
B) Twitter postings
C) Instagram photos
D) television ads
E) YouTube videos
Cameron loves to own and be up-to-date on the latest technological gadgets available in
the market. Among his friends, he is always the first to own the latest electronic
gadgets. He loves trying out new products before others. Cameron most likely belongs
to the ________ adopter group.
A) innovator
B) surrogate consumer
C) late mainstream
D) early mainstream
E) lagging
Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal
for hiking and other outdoor activities. Which of the following brand personalities
could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
Which of the following is true of changes in the organization of distribution channels?
A) Developing new channels seldom causes conflict with a company’s established
channels.
B) To remain competitive, product and service producers must use fewer marketing
channels.
C) The growth of the Internet threatens many brick-and-mortar companies with
disintermediation.
D) Companies have fewer channel options today than they did in the past due to
economic problems.
E) Advances in technology have decreased the number of channels available to
entrepreneurial firms.
Which of the following industrial structures presents the fewest market opportunities?
A) subsistence economies
B) raw material exporting economies
C) industrializing economies
D) emerging economies
E) industrial economies
Which of the following is true of the bottom of the pyramid?
A) It is a market segment that has been tapped into and depleted.
B) It consists of people who have easy access to luxury goods.
C) It comprises people who have easy access to the basic amenities of life.
D) It is considered a source of fresh growth opportunities.
E) It is a market segment that has insignificant purchasing power.
In a(n) ________ situation, the buyer wants to revise product specifications, prices,
terms, or suppliers.
A) reverse auction
B) straight rebuy
C) new task
D) modified rebuy
E) absolute auction
After a research instrument is selected, the next step in the marketing research process
is to ________.
A) select a sampling method
B) interpret the research findings
C) implement the research plan
D) evaluate alternatives
E) select a research approach
New product success requires all of the following EXCEPT ________.
A) a whole-company commitment
B) a holistic approach for finding new ways to create valued customer experiences
C) thinking up a few good ideas
D) introducing products that will satisfy a want or need for customers
E) efficient engineering and manufacturing
A lumber mill takes in logs, turns them into 2 x 4’s and other sizes needed for building
construction. Wood chips created in the milling process are a(n) ________ that can be
sold.
A) bundled product
B) captive product
C) by-product
D) optional product
E) primary product
Orion Inc. markets luxury watches. It targets the wealthy global elite segment,
regardless of their geographic location. Orion most likely uses ________ segmentation.
A) income
B) age-group
C) occasion
D) benefit
E) cross-market
Johann Herr’s company has standardized the size of its paper bags so that each bag can
be used in five to seven different store departments. In the business buying process, this
approach to cost reduction most likely took place in the ________ stage.
A) problem recognition
B) general needs description
C) product specification
D) supplier search
E) proposal solicitation
Which of the following refers to a closing technique used by salespeople?
A) asking customers for referrals
B) developing solutions to customers’ problems
C) seeking out hidden objections
D) reviewing points of agreement
E) taking objections as opportunities to provide more information
Mobile marketing is used to enrich the brand experience, stimulate immediate buying,
or ________.
A) decrease advertising costs
B) help friends contact friends
C) make shopping easier
D) create new customer relationships
E) find new suppliers
An industry often contains “good” and “bad” competitors. Good competitors ________.
A) break the rules of fair competition
B) ensure minimum competition between firms
C) play by the rules of the industry
D) typically dominate the market
E) share their marketing strategies with other firms
________ segmentation refers to dividing the market into segments according to
occasions when buyers get the idea to buy, actually make their purchase, or use the
purchased item.
A) Gender
B) Psychographic
C) Occasion
D) Geographic
E) Income
Profitability increases as a business gains share relative to competitors in its ________.
A) higher market
B) direct market
C) secondary market
D) served market
E) valued market
Which of the following statements characterizes the introduction stage of the PLC?
A) There are increased marketing outlays.
B) Profits are nonexistent.
C) The company incurs minimal expenses.
D) The product achieves acceptance by most potential buyers.
E) Promotional expenditures are zero.
________ is a pricing strategy in which the company sets up two or more clearly
identified geographic regions within which all customers pay the same total price.
A) Freight-absorption pricing
B) Zone pricing
C) Uniform-delivered pricing
D) FOB-origin pricing
E) Basing-point pricing
What sets the floor for product prices?
A) consumer perceptions of the product’s value
B) product costs
C) competitors’ strategies
D) advertising budgets
E) market competition
Which type of retailer usually carries more specialty goods at high prices and is more
likely to provide customers with assistance in every phase of the shopping process?
A) self-service retailer
B) limited-service retailer
C) full-service retailer
D) independent retailer
E) off-price retailer
Steps involved in determining when and how to use product public relations include
________, choosing the PR message and media, implementing the PR plan, and
evaluating the results, plus integrating with the full marketing communications effort.
A) defining the budget
B) hiring the media creators
C) collecting feedback
D) setting PR objectives
E) determining the messenger
The term supply chain is considered limited because it ________.
A) ignores the make-and-sell aspect of the market
B) suggests that planning begins with raw materials and factory capacity
C) takes a step-by-step, linear view of purchase-production-consumption activities
D) takes a sense-and-respond view of the market
E) suggests that planning starts with identifying the needs of target customers
Which of the following actions is a restaurant owner most likely to take in order to
reduce problems associated with service intangibility?
A) increase entree prices after 6:00 p.m.
B) provide clean tablecloths and fresh napkins for each new customer
C) empower employees to handle customer complaints
D) offer discounted prices for appetizers ordered during happy hour
E) hold regular employee workshops focusing on customer service