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Which of the following statements is true of lead qualification?
a. It refers to a process in which a salesperson approaches potential buyers without any
prior knowledge of the prospects’ needs or financial status.
b. It refers to using friends, business contacts, coworkers, acquaintances, and fellow
members in professional and civic organizations to identify potential clients.
c. It refers to a process that describes the “homework” that must be done by a
salesperson before he or she contacts a prospect.
d. It refers to determining the recognized need, buying power, and receptivity and
accessibility of a sales prospect.
The key distinction between consumer products and business products is their intended
use.
a. True
b. False
Which of the following statements is true of big data analytics?
a. It analyzes customers’ needs based on their proximity to a retail store.
b. It focuses on understanding the behavior of a brand’s target customers.
c. It enables retailers and suppliers alike to gain better customer insights.
d. It allows customers to evaluate the service quality offered by retailers.
A new range of organic confectionary was introduced by Bounty Foods. The company
is forced to give its dealer high margins and also needs to invest heavily in advertising.
Their production costs are also high. In which PLC stage is the company most likely to
be?
a. Introductory stage
b. Growth stage
c. Maturity stage
d. Decline stage
Compared to facetoface focus groups, online focus groups _________________.
a. incur higher costs.
b. have a narrow geographic scope.
c. access hardtorecruit subjects.
d. have low participation rates.
Steve saw a television advertisement for Yamaha Star Venture, a sports touring
motorcycle, and wanted to testdrive one. The advertisement is an example of a(n)
__________ stimuli.
a. direct
b. external
c. internal
d. indirect
Which of the following refers to a private electronic network that links a company with
its suppliers and customers?
a. Intranet
b. Internet
c. Extranet
d. Intercom
Which of the following is NOT correct about the effects of advertising?
a. Advertising affects peoples’ daily lives and ultimately, their purchases.
b. Advertising can affect the way consumers rank a brand’s attributes.
c. Because of proliferation of new technology options, consumers don’t spend much
time consuming traditional media.
d. Advertising reinforces positive attitudes toward brands.
Advertising and other promotional materials for a variety of products, including the test
product, are shown to members of the product’s target market. These people are then
taken to shop at a mock or real store, where their purchases are recorded. This is part of
the process involved in ______.
a. simulated (laboratory) market testing
b. scannerbased research
c. simultaneous product development
d. customer relationship management
Outside providers who perform janitorial, advertising, legal, management consulting,
marketing research, and maintenance, are examples of ___________.
a. business supplies
b. component parts
c. users
d. business services
A retailer channel is most common when the retailer is large and can buy in large
quantities directly from the manufacturer, while a wholesaler channel is commonly used
for lowcost items that are frequently purchased.
a. True
b. False
Product/service differentiation competitive advantage means that an organization
provides something that is unique and valuable to buyers beyond simply offering a
lower price than that of the competition.
a. True
b. False
Promotional strategies have changed a great deal over the years as many targeted
customer segments have become more difficult to reach.
a. True
b. False
The three most important functions of packaging are to contain and protect products;
promote products; and facilitate the storage, use, and convenience of products.
a. True
b. False
Reach is related to a medium’s ratings, generally referred to in the industry as ______
points.
a. gross ratings
b. cost per rating
c. gross review
d. target ratings
Service quality is easier to define and measure than the quality of tangible goods.
a. True
b. False
As a means of product promotion, unlike television, social media enable firms to create
conversations with customers and establish meaningful connections.
a. True
b. False
Drafi Arts Corp. makes and sells original handicraft products. The management of the
company has been successfully using a niche strategy for years. In this case, which of
the following is the most likely to be true of Drafi Arts Corp.?
a. It serves only a limited geographic market.
b. It offers products at a lower price than that of the competition.
c. It develops products that are similar to those of its competitors.
d. It lowers costs by removing frills and options from its products.
Webbased and mobile technologies that allow the creation and exchange of
usergenerated content are called:
a. social media.
b. component lifestyles.
c. competitive marketing.
d. the external environment.
The approach taken in the process of simultaneous product development leads a
company to ______.
a. lengthen the development process and incur increased costs
b. shorten the development process and incur increased costs
c. lengthen the development process and incur decreased costs
d. shorten the development process and incur decreased costs
In comparison to early adopters, which of the following statements is true of the early
majority?
a. They are more likely to be opinion leaders.
b. They are less likely to extend the adoption process.
c. They are selfconfident, and they rely less on group norms.
d. They are likely to collect more information and evaluate more brands.
When evaluating service quality, _____ refers to the knowledge and courtesy of
employees and their ability to convey trust.
a. heterogeneity
b. responsiveness
c. assurance
d. tangibility
A process called 3D printing, or additive manufacturing, is sometimes used to create
threedimensional prototypes quickly and at a relatively low cost.
a. True
b. False
Which of the following statements is true of online panel providers?
a. They generally prerecruit people who agree to participate in online market research
surveys.
b. They must have less than one thousand panel members.
c. They are widely considered to be representative of the target population.
d. They are widely believed to provide accurate and unbiased results.
A(n) _____ involves interviewing business people at their offices concerning industrial
products or services, a process that is very expensive.
a. sequential interview
b. executive interview
c. mall intercept interview
d. trade show interview
In the portfolio matrix, a business unit that generates more cash than it needs to
maintain its market share is called a:
a. star.
b. cash cow.
c. problem child.
d. dog.
Marina buys a new pair of shoes from Repop, an online store. She logs in to Repop’s
website and finds that her homepage has been customized to display the status of her
latest purchase. In this scenario, Repop is using _____ to exert influence over the
decision making journey.
a. contextual interaction
b. proactive personalization
c. journey innovation
d. automation
The first step in the marketing research process is to
a. specify the sampling procedures to be followed.
b. collect primary data from available sources.
c. prepare and present a report.
d. recognize a marketing problem or opportunity.
In the context of the innovation matrix, decisions taken at the _____ level implement
changes that use existing assets to provide added convenience to existing customers and
potentially entice customers from other brands.
a. divestment
b. diversification
c. adjacent innovation
d. core innovation
Generally, complex and sophisticated industries are found in developed countries, and
more basic industries are found in less developed nations.
a. True
b. False
Laelle Inc. is a company that sells apparel for women. It recently shut down its physical
store and is operating as a completely appbased store now. The app allows users to
access the store’s products anytime and anywhere using their cell phones, and it also
has features that allow users to compare the prices of similar products across different
online stores. This scenario exemplifies:
a. Mcommerce.
b. multichannel marketing.
c. dual distribution.
d. a drop and shop program.
Which term refers to a process that describes the “homework” that must be done by a
salesperson before he or she contacts a prospect?
a. Needs assessment
b. Preapproach
c. Lead qualification
d. Networking
Marketers at Libra Electronics Inc. are developing promotional strategies to increase
product sales. In this case, which of the following strategies would its marketers likely
use to improve product/brand awareness among the public?
a. They would limit the products’ availability to a few retail stores in the city.
b. They would raise the prices of the products to signify high quality.
c. They would reduce product features or options.
d. They would print pamphlets that elaborate the products’ features.
