Which of the following trade promotion techniques give especially effective
opportunities to introduce new products and generate sales leads?
a. Dealer incentives
b. Point-of-purchase advertising
c. Trade shows
d. Specialty advertising
The assortment of product lines and individual product offerings a company sells is
called its product _____.
a. mix
b. cluster
c. pack
d. bunch
Global sourcing involves contracting with suppliers from around the world to purchase
goods and services.
a. True
b. False
The practice of marketing merchandise at a limited number of prices is called _____
pricing.
a. product-line
b. odd
c. one-price
d. unit
Social goals influence governments to purchase goods and services from small firms
and companies owned by minorities and women.
a. True
b. False
A _____ is a symbol or a pictorial design that distinguishes a product from its
competitors’ offerings.
a. brand dress
b. water mark
c. brand mark
d. category tag
Safety standards in the United States toy industry have risen during the years you have
worked in the field. A coworker comments that this is entirely because of federal
government laws and agencies, but you know differently. Choose the additional
reason(s) for increased safety standards.
a. Higher standards set voluntarily by manufacturers
b. State government laws and agencies
c. More product liability lawsuits
d. United States firms hiring more lawyers
e. More plentiful raw materials
A small service agency is trying to assess clients’ view of the quality of service over the
past year. If the company has had 1000 clients over the past 12 months, then all 1000
clients constitute the population considered for the survey.
a. True
b. False
A brand offered by a wholesaler or a retailer is called a(n) _____.
a. trade dress
b. brand preference
c. brand insistence
d. generic product
e. family brand
f. brand equity
g. product diversification
h. trademark
i. brand extension
j. consumer innovator
k. brand name
l. private brand
m. brand manager
n. universal product code (UPC)
o. cannibalization
p. product liability
q. captive brand
r. brand mark
s. line extension
t. label
It is believed that marketers need to reevaluate their strategies and concentrate on their
most promising products during the _____ stage of the business cycle.
a. recession
b. recovery
c. maturity
d. prosperity
You work for a printing company and have been asked to conduct research on customer
reading preferences. You want to answer the following questions: 1) do readers prefer to
read electronic books? 2) do they prefer to read paper-based books? or 3) do they not
have a preference? You decide that to start off the process, you are going to peruse a
series of secondary sources, including published articles, magazine articles, and
documents you have purchased from a syndicated service.
Based on what you know about collecting data, you know that there are several benefits
of using secondary data. You are not as clear, however, about the disadvantages. Which
of the following is a drawback of using secondary data?
a. They are more expensive than using primary data.
b. Secondary data provide very rich, robust data.
c. One needs at least a few months to conduct secondary research.
d. Many researchers use secondary data only when primary research is not an option.
e. Secondary data may have been collected for unrelated purposes and may be
irrelevant to your needs.
Up & Away Flying Corporation recently began manufacturing private helicopters. If
they have a limited advertising budget, concentrated marketing would be the ideal
marketing strategy for this firm.
a. True
b. False
You take pride in your understanding of consumer behavior. You apply that knowledge
in planning for your educational toy business. Specifically, you remind your salespeople
that the behavior of your customers will be influenced not only by their own
psychological makeup and other personal factors, but also by such interpersonal
influences as:
a. cultural expectations of children
b. friends who have children
c. coworkers who have children
d. relatives who have children
e. the customer’s learning about children
Jose is an avid runner and is training for his first marathon. He has several different
brands of running shoes but his favorites are Asics because they are lightweight and
also support his feet. He’s going to purchase another pair for his training and decides
that from now on, he will only purchase the Asics brand. Which level of brand loyalty is
best described by this example?
a. brand insistence
b. brand recognition
c. brand persistence
d. brand preference
According to the BCG matrix, dog products can be sold to other firms, where they are a
better fit.
a. True
b. False
Marketers put the marketing strategy into action in order to monitor performance to
ensure that objectives are being achieved.
a. True
b. False
Which of the following wholesaling intermediaries delivers goods to the consumers?
a. An auction house
b. A commission merchant
c. A broker
d. A selling agent
Most shoppers use the Internet mainly to:
a. check the availability of the products in the nearby store.
b. research products online before buying them at a store.
c. obtain information regarding the retailer selling the product.
d. check the company’s internal information before purchasing.
Marketers typically measure product mixes according to width, length, and depth.
a. True
b. False
The North American Free Trade Agreement (NAFTA) is a trade accord that removes
trade barriers among:
a. countries in Western hemisphere and North, Central, and South America.
b. Canada, Mexico, and the United States.
c. The United States, Dominican Republic, and Central American nations.
d. The United States and the European Union.
Relationship marketing moves customers up a loyalty ladder—from new customers to
regular purchasers, then to loyal supporters of the firm and its goods and services, and
finally to advocates who not only buy its products but recommend them to others.
a. True
b. False
A junior member of your marketing department has recommended demographic
segmentation for your fast food brand. In a memo, he wrote: “We should be marketing
to females who are Hispanic, low-income, unmarried, and have four or more children.”
You express at least one strong concern about this recommendation. What concern(s) do
you express?
a. Gender is not a demographic segmentation variable.
b. Ethnicity is not a demographic segmentation variable.
c. Marital status is not a demographic segmentation variable.
d. The recommendation could lead to stereotyping and market alienation.
e. The recommendation is clearly outdated.
Which of the following is the earliest method used for gathering marketing
information?
a. Written testimonials received from purchasers of a firm’s products
b. Email surveys conducted by research professionals
c. Telephone surveys conducted to assess household preferences
d. Delphi technique
The ability to transfer title to goods or services from marketer to buyer is described as:
a. ownership utility.
b. form utility.
c. time utility.
d. place utility.
Longterm plans focusing on those organizational objectives that will significantly affect
a firm for five or more years are usually referred to as _____ plans.
a. strategic
b. marketing
c. economic
d. tactical
Which of the following terms refers to a company website that sells products to
customers?
a. Information kiosk
b. Corporate website
c. Online community
d. Electronic storefront
Most firms now emphasize _____, a technique used by firms for building a mutually
beneficial partnership with a customer through regular contacts over an extended
period.
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
Kelsey has to design a research study to assess the impact of the Internet and mobile
applications on work efficiency among all employees of her company. This study will
help Kelsey’s marketing team decide whether to promote new work tools via mobile
applications. She uses a simple random sampling technique to identify her research
participants. Kelsey uses a computer software program to randomize the names of the
500 employees of the company and selects 300 to participate in the study. Over the
course of one month, study participants are asked to complete a concise questionnaire
with five questions followed by a personal interview with a company executive.
Which of the following is a drawback of this research design?
a. The sample is too small.
b. The study lacks confidentiality.
c. The questionnaire used is not clear.
d. Focus groups can be time-consuming.
e. Researchers did not have enough time to expedite the study.
Supermarkets usually display items such as candies, gums, and magazines near the
checkout counter because:
a. they tend to be purchased on the spur of the moment.
b. they can be replenished easily on short notice.
c. of the prestige associated with their ownership.
d. they are closely evaluated prior to purchase.
The _____ is the organizational program for selecting a target market and satisfying
customers in that market through the marketing mix.
a. operational plan
b. marketing strategy
c. relationship marketing approach
d. shortterm plan
A(n) _____ is a probability sample in which researchers select a sample of subgroups
from which they draw respondents.
a. big data
b. exploratory research
c. secondary data
d. primary data
e. sampling
f. hypothesis
g. simple random sample
h. interpretative research
i. focus group
j. marketing decision support system
k. key performance indicator
l. predictive analytics
m. metrics
n. marketing research
o. quota sample
p. test marketing
q. cluster sample
r. data mining
s. convenience sample
t. controlled experiment
Which of the following usually indicates a strong economy?
a. Growth in services such as banking and restaurants
b. Cautious spending by businesses and consumers
c. A focus on basic, functional products with lower price tags
d. Increase in purchasing power coupled with uncertain consumer demand