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________ are useful articles imprinted with an advertiser's name, logo, or message that
are given as gifts to consumers.
A) Rebates
B) Cents-off deals
C) Premiums
D) Promotional products
E) Sweepstakes
Rex Steelworks makes steel sheets which the firm markets and sells to companies all
over the world. Which of the following marketing strategies is most suitable for Rex
Steelworks?
A) one-to-one marketing
B) undifferentiated marketing
C) individual marketing
D) local marketing
E) trigger-based marketing
The business marketer normally deals with ________ than the consumer marketer does.
A) far fewer but far larger buyers
B) far more but far smaller buyers
C) negligible customer complaints
D) far less fluctuations in demands
E) far more elastic demand
A ________ is a wholesaler-sponsored group of independent retailers that engages in
group buying and common merchandising.
A) voluntary chain
B) retailer cooperative
C) franchise
D) wholesale club
E) warehouse club
Which of the following best explains why companies are adopting the team selling
approach to service large, complex accounts?
A) Products have become too complicated for one salesperson to handle a large
company's needs.
B) Customers prefer dealing with many salespeople rather than one sales representative.
C) Job rotation, an integral part of team selling, keeps workers motivated and boosts
their morale.
D) Team selling facilitates the evaluation of individual contributions.
E) With team selling, companies are not required to train the outside sales force any
longer.
Persuasive advertising becomes ________ advertising when a company directly or
indirectly compares its brand with one or more other brands.
A) informative
B) reminder
C) attack
D) covert
E) institutional
Life-stage segmentation allows marketers to create targeted, actionable, and ________
campaigns based on how people consume and interact with brands.
A) inexpensive
B) professional
C) multimedia
D) social media
E) personalized
________ refers to the amount of money charged for a product or service.
A) Value
B) Cost
C) Price
D) Wage
E) Salary
Which of the following is true of shipping goods via water transportation?
A) Water transportation is an efficient way to ship perishable merchandise over long
distances.
B) Water carriers are highly flexible in their routing and time schedules.
C) Water transportation provides in-transit services, such as the processing of goods en
route.
D) Water transportation is ideal when time is short and speed is needed.
E) Water transportation is the slowest mode of transportation and the most affected by
the weather.
Which of the following product mix pricing strategies involves pricing products that
can only be used with the main product?
A) by-product pricing
B) product bundle pricing
C) captive product pricing
D) product line pricing
E) optional product pricing
An analysis conducted to determine what benefits target customers value and how they
rate the relative value of various competitors' offers is known as ________.
A) customer lifetime value
B) customer value analysis
C) quantitative analysis
D) brand value proposition
E) benchmarking
Which of the following is a true statement about the benefits of RFID technology?
A) It allows firms to track products and customers at various points in the distribution
channel.
B) The chips are used to track shipments but not individual items.
C) The chips do not risk invading people's privacy.
D) Sharing of data decreases the buying experience for consumers.
E) The technology will be available for the foreseeable future, allowing companies to
fully invest in its capabilities.
The management's directive to reduce the number of steel suppliers refers to the
influence of ________ factors affecting the business buying behavior of Alpha.
A) political
B) organizational
C) interpersonal
D) individual
E) cultural
The managers of Arrow, an American retail chain, are currently reviewing new
demographic markets to sell the firm's current products. This is an example of
________.
A) market penetration
B) product development
C) mass marketing
D) market development
E) product adaptation
Big Moose Toys is a market pioneer introducing a modern version of Bubble the
Moose, a character from an animated television series originally broadcast in the '50s
and '60s. The company's version of Sandy the Flying Squirrel, a character from the
show targeted to baby boomers, was a strong success. Since the firm is a market
pioneer, it needs to make the new launch strategy for Bubble the Moose consistent with
the intended ________.
A) pricing
B) product positioning
C) brand extension
D) prototype
E) fad
Many buyers prefer multiple sources of supplies ________.
A) to avoid being totally dependent on one supplier
B) to keep companies interested in doing business with them
C) to ensure that suppliers do not become complacent
D) to encourage their salespeople to develop broader networks of contacts
E) to prepare in case of a work stoppage
________ occurs when a company introduces additional items in a given product
category under the same brand name, such as new flavors, forms, colors, ingredients, or
package sizes.
A) Line extension
B) Megabranding
C) Interactive marketing
D) Internal marketing
E) Co-branding
The environmental sustainability movement encourages companies to ________.
A) actively resist social change
B) operate freely in the black market
C) go beyond government regulations
D) institute deregulation
E) curb organizational anarchy
In the communication process, an actual HP printer/fax machine advertisement would
be considered ________.
A) encoding
B) decoding
C) the product
D) the message
E) the medium
Which of the following is a price adjustment strategy that considers how a customer's
perception of a product is influenced by its price?
A) captive product pricing
B) psychological pricing
C) by-product pricing
D) promotional pricing
E) international pricing
Today, most companies are adopting the concept of ________, which carefully
combines and coordinates the company's many communication channels to deliver a
clear, consistent, and compelling message about the organization and its brands.
A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing
The ________ Web site provides a single point of entry through which commercial
vendors and government buyers can post, search, monitor, and retrieve opportunities
solicited by the entire federal contracting community.
A) U.S. Small Business Administration
B) Center for Regulatory Effectiveness
C) Federal Business Opportunities
D) Federal Civil Defense Authority
E) U.S. Commerce Department
Ultra Tech Inc., a company manufacturing gardening tools, has decided to switch to a
territorial sales force structure. Which of the following benefits is the company most
likely to gain as a result of this decision?
A) The cost of training new recruits would be eliminated.
B) An increased focus on short-term customer relationships would boost local sales of
specialized products.
C) Each salesperson would be assigned to sell a single product in which he/she
specializes.
D) The capacity for mass production of a wide range of products would significantly
increase.
E) As each salesperson travels within a limited geographic area, travel expenses would
decline.
Which of the following is most likely an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons
Which of the following companies has a product-oriented business definition?
A) A luxury hotel, whose business definition is: "We sell out-of-the-world experiences
to our guests."
B) A real estate company, whose business definition is: "We sell dreams."
C) A cosmetic company, whose business definition is: "We offer hope and
self-expression."
D) A shoe manufacturer, whose business definition is: "We manufacture affordable and
long-lasting shoes for all."
E) A high-technology company, whose business definition is: "We sell inspirations."
Dips in the economy and the instant price comparisons made possible by the Internet
have contributed to ________.
A) decreased consumer price sensitivity
B) increased consumer price sensitivity
C) a less direct relationship between supply and demand
D) low brand equity for luxury goods
E) decreased brand loyalty
Many firms today use RFID technology to ________.
A) identify new target markets
B) analyze threats and opportunities in the macroenvironment
C) move toward environmental sustainability
D) track products through various points in the distribution channel
E) track patterns of online consumer behavior
Which of the following factors influencing the business buying process do marketers
typically find most difficult to assess?
A) economic
B) technological
C) interpersonal
D) organizational
E) environmental
Which of the following is true of transporting goods via railroads?
A) Railroads are ideal for the transportation of digital technology.
B) Railroads are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
C) Railroads are a cost-effective way to ship large amounts of bulk products over long
distances.
D) Railroads are the most flexible mode of transportation in their routing and time
schedules.
E) Railroads are the slowest mode of transportation and are the most affected by the
weather.
Which of the following is a negative aspect of a competitor-centered company?
A) It may end up simply matching industry practices.
B) It fails to identify competitors' weaknesses.
C) It becomes stable and unreactive.
D) It fails to notice weaknesses in its own position.
E) It fails to develop a fighter orientation.
Companies can succeed against their competitors by all of the following except
________.
A) providing greater customer value and satisfaction
B) better meeting the needs of target customers
C) positioning their offerings strongly against competitors' offerings in the minds of
consumers
D) considering their own size and position compared to the competition
E) providing the same product as the competition
Some fast-food restaurants offer tasty and convenient food at affordable prices, but in
doing so they contribute to a national obesity epidemic and environmental problems.
These fast-food restaurants overlook the ________ philosophy.
A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept
A well-known cosmetic company in New York City added new product lines in order to
increase its business. In other words, it ________.
A) lengthened its existing product line
B) decreased its product line consistency
C) widened its product mix
D) engaged in market diversification
E) engaged in social marketing
Donna wants to buy a new coat. During the ________ stage of the buyer decision
process she will ask her friends to recommend stores that sell good quality winterwear
clothing. She will also go through newspapers and magazines to look out for offers and
sales on coats.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision
In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning
process and a description of the value consumers receive for their money. This is an
example of a(n) ________ appeal.
A) emotional
B) standard
C) rational
D) moral
E) social
Describe some of the methods used to supervise salespeople and help them work more
efficiently.
Internet marketing practices have raised a number of ethical and legal questions. Why is
invasion of privacy perhaps the number one online marketing concern?
Briefly explain why, until 2008, Americans amassed record amounts of debt and why
the free-spending trend has ended.
Give three examples of shopping products.
Identify product characteristics that influence the rate of adoption. Explain how each
characteristic affects the rate of adoption.
