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A(n) _____ is a software program that allows online shoppers to compare the price of a
particular product offered by several online retailers.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
f. bot
g. search marketing
h. electronic signature
i. phishing
j. blog
k. clickthrough rate
l. conversion rate
m. electronic shopping cart
n. firewall
o. eprocurement
p. vishing
q. spam
r. podcast
s. preroll video ad
t. engagement
A type of intermodal service where motor carriers pick-up local shipments and deliver
them to local destinations where they are then transported to airports near these
locations is known as
a. birdyback service
b. fishyback service
c. piggyback service
d. horseeyback service
The term _____ refers to the added value a certain brand name gives to a product in the
marketplace.
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
The ISO 9000 series sets standards for operations that minimize harm to the
environment.
a. True
b. False
Phoning or visiting the customer without a prior appointment and making a sales pitch
on the spot is known as _____.
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
Jason’s Petrochems is a firm that brings in chemical intermediates such as organic
fertilizers and organic solvents from different countries and processes them in its labs
before selling it in its domestic market. The firm also uses these chemical
intermediaries in the production of its various fertilizers and solvents. Jason’s
Petrochems can be regarded as a(n) _____.
a. EMC contractor
b. licensee
c. franchisee
d. importer
An intermodal coordination system between motor carriers and water carriers is known
as
a. fishyback service
b. piggyback service
c. birdyback service
d. horseyback service
At which stage of the consumer decision-making process is cognitive dissonance most
likely to occur?
a. Search
b. Evaluation
c. Purchase decision and purchase act
d. Postpurchase evaluation
Cost of goods sold represents the revenue a firm receives from goods sold to customers.
a. True
b. False
A frequent flyer program used by an airline is an example of _____.
a. segmentation by benefits sought
b. brand loyalty segmentation
c. psychographic segmentation
d. socioeconomic segmentation
Maria sees an ad for a new service offered by the U.S. Postal Service to make shipping
packages easier during the holidays. This ad is an example of institutional advertising.
a. True
b. False
Legal provisions against pollution and conservation laws have increased the importance
of reverse channels.
a. True
b. False
_____ is a sales task in which salespeople use well-planned strategies to seek new
customers by proposing innovative solutions to customers’ needs.
a. Consultative selling
b. Creative selling
c. Missionary selling
d. Order processing
Organizations must share similar values and goals for a partnership to succeed in the
long run.
a. True
b. False
Which of the following is a common complaint among consumers regarding the
widespread use of universal product codes (UPC) in retail stores?
a. prices are not displayed on product packaging
b. UPC are useful in marketing research and compromise consumer privacy
c. use of UPC codes resulted in layoffs in the retail industry
d. UPC scanners are expensive and led to higher prices in grocery stores
Which of the following comes closest to providing a pure good?
a. A company that manufactures elevators
b. A laundry
c. A fitness gym
d. An advertising agency
Which of the following products is most likely to be promoted through advertisements
rather than through personal selling?
a. Oil rigs
b. Laptops
c. Raw cotton
d. Mineral ores
A value pricing strategy works best for relatively high-priced goods and services.
a. True
b. False
Baby Boomers are decreasing in popularity as a market segment due to their declining
disposable income.
a. True
b. False
As your cheese exporting company expands around the globe, you are prepared to deal
with potential revenue tariffs, protective tariffs, and even embargoes. However, an
industry colleague reminds you of other potential trade barriers you have overlooked.
These include:
a. Special permits required to import dairy foods
b. Detailed inspection requirements that could delay your cheese deliveries
c. Quotas on American-made cheeses
d. Common markets for cheese
Which of the following statements is true regarding a monopoly?
a. It is enjoyed by an organization who is the sole suppliers of a good or service.
b. It is common in the telecommunications industry.
c. It cannot be achieved temporarily, even through the use of patents and similar legal
devices.
d. It is the most common type of competition in the U.S. market.
During an eighteenmonth period, sales of Mercedes automobiles, Carnival Cruise
vacations, and Florida real estate increased by at least 20 percent. A marketer might
deduce that the business cycle is in the late stages of recovery or experiencing a period
of economic prosperity.
a. True
b. False
The seller’s image is very important for those marketers who sell convenience products.
a. True
b. False
Susan has noted the growing popularity of blow-dry-only salons with busy women who
need last-minute hair care or touchups. Now she is opening her own. To maximize her
opportunity for success, Susan should strive to:
a. Locate the salon in a visible location
b. Offer late-night and weekend hours
c. Promote the salon in as many media as possible
d. Promote the salon in a few prestigious media
e. Not require appointments
Women’s apparel, consumer electronics, and video games top the list of top products
sold online.
a. True
b. False
_____ refers to the information collected from previously published or compiled
sources.
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
A strategic alliance can be formed only between those firms that serve the same
industry.
a. True
b. False
Large United States cities have many dentists who use relationship marketing at
different levels to compete for patients. Choose the approach(es) reaching the second
level.
a. Discounts offered on certain procedures
b. Free services offered in return for patient referrals
c. Follow up calls made to patients to ask how they feel
d. Small toys given to young patients on their birthdays
e. None of these reaches the second level.
The dominant and controlling member of a marketing channel is known as a:
a. vertical lead.
b. horizontal lead.
c. channel captain.
d. channel navigator.
Marketing raises a number of ethical questions about the how, when, what, where, and
who of marketing implications on individuals and society at large. Ethics are of concern
in every aspect of marketing.
Your company offers cash rewards to consumers in return for them giving you
information that you could use in your own marketing or that you could sell to direct
marketers. Which category of ethics does this scenario represent?
a. Ethics in product strategy
b. Ethics in promotion
c. Ethics in marketing research
d. Ethics in pricing
e. Ethics in customer relationship management
Marketers’ standards of conduct and moral values is termed as _____.
a. social marketing
b. corporate identity
c. green marketing
d. marketing ethics
An enterprise resource planning (ERP) system is a software system that consolidates
data from among a firm’s various business units.
a. True
b. False
