Which of the following statements is true of the selling concept?
A) It requires minimum promotion efforts.
B) It creates long-term, profitable customer relationships.
C) It takes an outside-in perspective.
D) It is typically practiced with unsought goods.
E) It follows the customer-centered sense-and-respond philosophy.
What is the most likely reason that direct-response television marketing has increased
in recent years?
A) uses of social media
B) shifts in demographics
C) increases in global demand
D) changes in FTC legislation
E) advances in technology
Examples of pleasing products include ________.
A) cigarettes and junk food
B) dental services and medications
C) seat belts and air bags
D) fruits and vegetables
E) bicycle helmets and elbow pads
________ provide the resources needed by a company to produce its goods and
services.
A) Retailers
B) Marketing services agencies
C) Resellers
D) Suppliers
E) Financial intermediaries
A company’s close competitors are ________.
A) considered “bad” competitors
B) a serious threat and hence, must be attacked rather than ignored
C) those that most resemble the company’s operations
D) typically ignored as they seldom pose any threat
E) the sole focus of successful companies
Which of the following is an organizational factor that influences business buyers?
A) technology
B) company procedures
C) employee attitudes
D) employee motives
E) group dynamics
In its advertisements, Timex promotes its affordable and sturdy watches. Fossil
emphasizes style and fashion in its advertisements, and Rolex stresses luxury and
status. These are all examples of ________ appeals.
A) rational
B) reminder
C) believable
D) entertainment
E) distinctive
Which of the following statements best explains why idea screening may be the most
important step of new product development?
A) It increases the number of ideas generated.
B) It provides an opportunity for the marketer to test the prototype in a simulated
market.
C) It helps forecast the products’ sales and profits accurately for a specific period.
D) It gives research and development team members an opportunity to gather consumer
feedback.
E) It saves the company money in product development costs by going ahead with only
the product ideas that are likely to be profitable.
Low-interest financing and longer warranties are both examples of ________ pricing.
A) segmented
B) promotional
C) product bundling
D) captive product
E) product form
While comparison pricing claims are legal if they are truthful, the FTC warns sellers not
to advertise a) factory or wholesale prices unless such prices are what they claim to be,
b) comparable value prices on imperfect goods, or c) ________.
A) a sale unless the products are available in sufficient quantity to meet expected
demand
B) in a way which confuses potential buyers of the product
C) a description of a product unless all versions of the product are offered with the same
pricing terms
D) a price reduction unless it is a savings from the usual retail price
E) if only a limited quantity are available at the reduced price
If demand hardly changes with a small change in price, the demand is ________.
A) variable
B) inelastic
C) highly elastic
D) derived
E) negative
An MIS user should most likely be able to ________.
A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives
What is the LEAST relevant question to ask when assessing a firm’s main competitor?
A) What are the competitor’s objectives?
B) What is the competitor’s strategy?
C) What are the competitor’s strengths?
D) What are the competitor’s locations?
E) What are the competitor’s weaknesses?
Rachel works for a furniture company in Ireland. She is responsible for buying and
selling goods at a profit to small retailers. Rachel most likely operates in a ________
market.
A) business
B) reseller
C) wholesale
D) consumer
E) retail
You want to advertise your new product. You want good mass marketing coverage and
low cost per exposure. You also want to combine sight, sound, and motion and make the
advertisement appealing to the senses. You should choose ________ as your advertising
media.
A) newspaper
B) radio
C) magazines
D) television
E) direct mail
Which of the following is NOT a specific goal of branded community Web sites?
A) present brand content that engages consumers
B) build closer customer relationships
C) generate engagement with and between the brand and its customers
D) increase online sales
E) allows visitors to interact with likeminded people to explore and communicate
experiences with the brand
Generally, the consumer’s purchase decision will be to buy the most preferred brand,
but two factors can come between the purchase intention and the purchase decision.
Which of the following is one of these factors?
A) economic risks
B) attitudes of others
C) cognitive dissonance
D) alternative evaluation
E) buyer’s remorse
In the new product development process, the first idea-reducing stage is ________.
A) business analysis
B) idea generation
C) concept development
D) crowdsourcing
E) idea screening
Which of the following is a type of joint venturing?
A) trade embargo
B) licensing
C) direct investment
D) direct exporting
E) indirect exporting
Chronos Inc. designs and markets different brands of cycling watches. Each brand has a
single unique feature: the Chronos Cosmos has a heart rate monitor, the Chronos
Acumen is designed for older cyclists who prefer a large display, and the Chronos Aegis
has a GPS function. Which of the following is evident here?
A) channel differentiation
B) service differentiation
C) product differentiation
D) people differentiation
E) image differentiation
Experience-curve pricing assumes that ________.
A) competitors are weak and not willing to match price cuts
B) competitors are strong and invincible
C) aggressive pricing adversely affects product image
D) volume-based production slows down organizational learning
E) lower-cost technologies are almost always inferior
Business buyer behavior refers to the ________.
A) buying behavior of consumers who buy goods and services for personal
consumption
B) buying behavior of the organizations that buy goods and services for use in the
production of other products and services that are sold, rented, or supplied to others
C) buying behavior of consumers who rely on small retailers for the regular supply of
provisions
D) decision process by which business buyers determine which products and services
their organizations need to purchase
E) strong affinity of businesses for value-for-money deals
The ________ of the product mix refers to how closely related the various product lines
are in end use, production requirements, distribution channels, or some other way.
A) length
B) depth
C) consistency
D) width
E) height
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
At Comfort Homes, a manufacturer of furniture and home accessories, the global
operating units report directly to the chief executive instead of a head of an
international division. The company recruits management from many countries and
buys components and supplies where they cost the least. Comfort Homes is most
accurately classified as a(n) ________.
A) direct exporter
B) geographical organization
C) international subsidiary
D) global organization
E) world product group
________ marketing involves activities undertaken to create, maintain, or change
attitudes toward particular cities, states, or regions.
A) Idea
B) Place
C) Organization
D) Social
E) Interactive
Members of the buying center at Kid’s World, a store for children’s clothing, are
drawing up a list of desired supplier attributes and their relative importance. Next, they
intend to compare several suppliers’ proposals to these attributes. In which step of the
business buying process is the buying center at Kid’s World involved?
A) general needs description
B) proposal solicitation
C) supplier selection
D) order-routine specification
E) performance review
Solutions selling ________.
A) is often a key business marketing strategy for winning and holding accounts
B) refers to a business buying situation in which the buyer purchases a product or
service for the first time
C) refers to a business buying situation in which the buyer wants to modify product
specifications, prices, terms, or suppliers
D) is equivalent to cold calling
E) refers to a business buying situation in which the buyer routinely reorders something
without any modifications
Which of the following is a market-oriented mission statement?
A) “We empower customers to achieve their dreams.”
B) “We sell jumbo burgers.”
C) “We are an online library.”
D) “We are a low-cost airline.”
E) “We make porcelain figurines.”
Bias against bids made by American companies is an example of a(n) ________.
A) quota
B) tariff
C) boycott
D) nontariff trade barrier
E) exchange control
According to Freud, a person’s buying decisions are primarily affected by ________.
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives