Sales personnel must be well versed in the technical features of their products, to
effectively address the concerns of all people involved in the buying decision.
a. True
b. False
_____ involves two-way promotional messages transmitted through communication
channels that induce message recipients to participate actively in the promotional effort.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
Marketing is the indirect connection between a firm and its customers.
a. True
b. False
Direct selling is a marketing channel that moves goods directly from producer to the:
a. retail storage warehouse.
b. channel captain.
c. marketing intermediary.
d. ultimate consumer or business purchaser.
You are fascinated with the proliferation of shopbots. As a consumer, you are glad to
take advantage of these search programs, which help you:
a. compare prices from many sellers
b. avoid paying sales tax
c. obtain personalized service
d. compare shipping expenses from many sellers
Fred purchased six paperbacks from books2u.com three months back. This week, when
he logged on to books2u.com, the home page had his name and recommended 6 new
books on his favorite topics. This is an example of:
a. information leak.
b. breach of privacy.
c. geotargeting.
d. personalized marketing.
The marketing strategy that focuses on producing a single product and marketing it to
all customers is called:
a. concentrated marketing.
b. micromarketing.
c. mass marketing.
d. differentiated marketing.
The most common method of market segmentation is:
a. product based segmentation.
b. demographic segmentation.
c. economic segmentation.
d. psychographic segmentation.
Because you hope to build a career in ebusiness, you’d like to work for a company
making one of the top products sold online. You are most likely to interview with firms
offering any of the following except:
a. Women’s apparel
b. Consumer electronics
c. Over the counter drugs
d. Video games
e. Men’s apparel
Market segmenting by demographics, also called socioeconomic segmentation, is the
most common method of defining consumer groups. Select the best definition for
market segmentation by demographics from the choices below.
a. defining consumer groups based on variables including income and residence in an
urban area
b. defining consumer groups based on variables including brand loyalty, income, and
gender
c. defining consumer groups based on variables including income and residence in a
suburban area
d. defining consumer groups based on variables including income, age, ethnicity, and
occupation
e. defining consumer groups based on variables including age, ethnicity, and brand
loyalty
Middle and supervisorylevel managers spend less time as compared to CEOs on
planning activities.
a. True
b. False
In the United States, cash-and-carry operations typically function as departments within
regular full-service wholesale operations.
a. True
b. False
The United States has the highest number of Internet users in the World.
a. True
b. False
Kim is getting married in 18 months and is starting to plan her wedding. She likes to
make things and wants to keep her decorating expenses low by creating the wedding
and reception decorations herself. She has started a Pinterest board where she can
collect ideas from others as well as share her own ideas with her fiance, family, and
friends. Pinterest is a type of _________ which provides a virtual community and
enable people to share information, post opinions, and increase their circle of online
friends.
a. socialnetworking site
b. blog
c. media sharing service
d. bookmarking platform
Subliminal advertising has proven to be successful in inducing the desired purchasing
behavior in numerous experiments.
a. True
b. False
Which of the following is the most effective method to promote products when the
customers of a firm are geographically concentrated?
a. Advertising
b. Publicity
c. Public relations
d. Personal selling
One of the advantages of national account selling is:
a. a decrease in the value of risk adjusted return on capital.
b. a strengthened buyer-seller relationship through collaboration.
c. an increased inventory turnover for the firm.
d. lowered switching costs for a firm’s loyal customers.
Both consumer and business purchase decisions begin when the recognition of
problems, needs, or opportunities triggers the buying process.
a. True
b. False
_____ is the process of searching through customer databases to detect patterns that
guide marketing decision making.
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
Marketers acknowledge a broader conception of product; they realize that people buy
want satisfaction. Using this broad concept, a television set is a(n):
a. obsolete technology in comparison with the Internet.
b. means of providing entertainment.
c. lucrative item for appliance stores.
d. machine used to receive broadcast signals.
A company produces a highquality product, with a maximum monthly output of 10,000
units. Production levels are constant and the company relies on its marketing
department to find customers for its output. This approach is consistent with which era
in marketing history?
a. Production era
b. Relationship era
c. Marketing era
d. Sales era
When a beverage company acquires a water purification plant, it is an example of
backward integration of distribution channels.
a. True
b. False
_________________ provide(s) a way to obtain a form of electronic identification and
verifying the buyer’s identity with this software
a. Electronic signatures
b. Secure socket layers
c. Encryption
d. Extranets
e. Intranets
You are the manager of a clothing manufacturing firm with operations in different
countries. Your Vietnamese manufacturing facility is dedicated solely to producing
elementary school uniforms for the U.S. market. Most of your product output is sold to
a larger school uniform company in the United States called School Uniforms, Inc.
School Uniforms, Inc. has major contracts with (and sells its uniforms to) school
districts like the San Diego Unified School District. In this scenario, the San Diego
Unified School District is part of which of the following business markets?
a. reseller market
b. government market
c. institutional market
d. distributor market
e. wholesaler market
The consumer adoption process spans from awareness of a product to its acceptance or
rejection after a purchase has been made.
a. True
b. False
If an automobile manufacturer was planning to introduce a sports car powered by a
hydrogenoxygen fuel cell when the price of gasoline in the United States reached $4 per
gallon, this would best be described as a direct result of its _____ plan.
a. shortterm
b. operational
c. strategic
d. tactical
Companies can avoid penalties under the Robinson-Patman Act as long as they can
demonstrate that their price discounts and promotional allowances restrict competition.
a. True
b. False
Which of the following is the most common form of Internet advertising?
a. Preroll video ad
b. Popup ad
c. Search marketing
d. Banner ad
Internal analysis involves gathering information about the benchmark partner to find
out why the partner is perceived as the industry’s best.
a. True
b. False
_____ identifies five competitive forces that influence planning strategies.
a. planning
b. marketing planning
c. strategic planning
d. tactical planning
e. cash cows
f. first mover strategy
g. SWOT analysis
h. strategic window
i. marketing mix
j. product strategy
k. strategic business units
l. Porter’s Five Forces
m. marketing strategy
n. dogs
o. stars
p. annual growth rate
Which of the following distribution strategy seeks to distribute a product through a
single wholesaler or retailer in a specific geographic region?
a. Exclusive distribution
b. Associative distribution
c. Selective distribution
d. Intensive distribution
Coca Cola is a worldwide manufacturer and distributor of carbonated beverages. A visit
to its museum – the World of Coca Cola in Atlanta, GA features a beverage lounge
where visitors can sample beverages from around the world. There are five tasting
stations arranged geographically – Africa, Asia, Europe, Latin America, and North
America. Each station offers different beverages to sample that are unique to that
region. What aspect of achieving global marketing success do the variety of products by
geographic region represent?
a. the ability to adapt products to local preferences and culture
b. the importance of packaging and avoiding colors that might have negative meanings
c. the ability to segment the markets by region
d. the importance of hiring local workers