In advergaming, companies advertise or promote a product, service, organization, or
issue by putting ad messages in video games played in standalone systems.
a. True
b. False
When making an ethical decision, if there is strong consensus among coworkers that an
action may bring harm to others, which of the following is most likely to occur?
a. It is more likely that marketers will recognize that behavior as unethical.
b. It is more likely that the action will not result in a negative outcome.
c. Fewer individuals inside and outside the organization will be affected by the outcome
of the action.
d. Fewer people will be affected by the negative outcome.
A sales manager at a consumer durable goods manufacturing firm instructs his new
salesperson, Rita, that she must identify ten potential customers and sell five flat screen
televisions per week. This directive from the sales manager is referred to as Rita’s
_____.
a. referrals
b. sales leads
c. quota
d. touch points
Companies that successfully implement customer relationship management (CRM) tend
to:
a. Use an undifferentiated targeting strategy.
b. Customize the goods and services offered to their customers.
c. Assume that customers have similar needs that can be met with a general marketing
mix.
d. Minimize the use of database technology.
Which of the following statements is a characteristic of countertrade?
a. It refers to a form of trade in which all or part of the payment for goods or services is
in the form of other goods or services.
b. It refers to the sale of an exported product at a price lower than that charged for the
same or a like product in the “home” market of the exporter.
c. It refers to the active ownership of a foreign company or of overseas manufacturing
or marketing facilities.
d. It refers to a system in which prices of different currencies move up and down based
on the demand for and the supply of each currency.
By sending post purchase letters and giving guarantees on products to consumers who
have bought their company’s products or organization’s services, marketing managers
can help reduce the consumers’ _____.
a. cognitive dissonance
b. internal stimuli
c. selective exposure involvement
d. want–got gap
Which of the following is a way to have a successful social media marketing plan for
your company?
a. Stick to the same social media plan that your company has always followed in the
past.
b. Post valuable content on social media to pull online customers to your company sites.
c. Be committed to the original plan in the face of online negative reviews by
customers.
d. Allow your social media plan to deviate from the objectives and plans of the
company.
Which action would a firm take if following a status quo pricing policy?
a. Charge a price identical to or very close to the competition’s price.
b. Discourage or block competition from entering a market.
c. Enable management to recover its product development costs quickly.
d. Expand production with the use of technological innovations and tools.
A consultancy firm that provides a wide range of services relating to tax payments and
tax law is known for performing these services dependably, accurately, and consistently.
This clearly implies that the company rates high on ______.
a. reliability
b. responsiveness
c. assurance
d. empathy
Which statement is true about tweens?
a. Tweens are especially influenced by sales reps and wordofmouth recommendations.
b. Most tweens own a mobile phone and almost half of them have smartphones.
c. Most tweens prefer and value traditional media over social media, unlike other
cohorts.
d. Tweens have little spending money and rely on their parents and relatives to make
purchases for them.
A brand manufactured by a third party for an exclusive retailer, without evidence of that
retailer’s affiliation, is called a(n) ______________.
a. captive brand
b. private brand
c. manufacturer’s brand
d. individual brand
A company’s skills include patents, copyrights, and technology that are superior to
those of the competition.
a. True
b. False
In terms of consumers’ incomes, a nondegree holder will earn more than twice the total
income as a degree holder over a lifetime.
a. True
b. False
Psychological pricing is marketing two or more products in a single package for a
special price.
a. True
b. False
Media mix decisions are based on many factors, which include(s)______.
a. cost per contact, but not cost per click
b. reach, but not cost per click or cost per contact
c. cost per contact and cost per click, but not reach
d. cost per contact, cost per click, and reach
Flighted schedules are more effective than are continuous ones at driving sales through
television advertisements.
a. True
b. False
The basic goal of ________ is to increase the shortterm cash return without too much
concern for the longrun impact.
a. harvesting
b. holding
c. building
d. divesting
Which of the following statements is true of MRO (maintenance, repair, or operating)
supplies?
a. They become part of a final product.
b. They are intangible business products.
c. They are relatively expensive when compared to other business products.
d. They are normally standardized items that purchasing agents routinely buy.
Which of the following statements is true of raw materials that are used as business
products?
a. The promotion of raw materials is almost always done via mass advertising.
b. They are usually sold in large quantities.
c. Individual manufacturer have great flexibility in the pricing of raw materials.
d. They are finished items that are ready for assembly.
Traditionally, companies utilizing a multidomestic strategy enable individual
subsidiaries to compete independently in domestic markets.
a. True
b. False
Jordon is a sales manager. He operates at the postconventional level of morality while
making ethical decisions. In this case, which of the following statements is true?
a. He will be concerned about how he sees and judges himself over the long run.
b. He will be concerned about how people will view his decisions.
c. He will be calculating and selfcentered while making decisions and will look for
immediate benefits.
d. He will make decisions that are not beneficial for most people.
The diagnostic role of marketing research includes gathering and presenting factual
statements.
a. True
b. False
As organizations do not directly pay for publicity, it can be viewed as free.
a. True
b. False
Which of the following products has the highest trialability?
a. An airline
b. A condominium
c. A toothpaste
d. An investment app
_____ is a form of institutional advertising.
a. Advocacy advertising
b. Pioneering advertising
c. Competitive advertising
d. Comparative advertising
Which of the following statements is true of business services?
a. They include consumable items.
b. They include processed items.
c. Contracting an outside provider doesn’t make any sense when it costs less than hiring
inhouse employees.
d. They do not become part of a final product.
Which of the following occurs when sales of a new product cut into sales of a firm’s
existing products?
a. Cannibalization
b. Product churning
c. Backward invention
d. Commodification
The job of a food broker is to facilitate the sale of many different manufacturers’
products to various grocery chains by marketing the producers’ merchandise without
ever taking ownership of any of the food products.
a. True
b. False
Which of the following is a similarity between a production orientation and a sales
orientation?
a. Both ignore the importance of assessing a firm’s internal capabilities.
b. Both lack an understanding of the needs and wants of the marketplace.
c. Both place little emphasis on the assessment of manufacturing plants and facilities.
d. Both fail in a market where demand exceeds supply.
Which of the following is NOT a characteristic of marketing audit?
a. It is a comprehensive process.
b. It is a systematic process.
c. It is an objective process.
d. It is an infrequent process.
Ronald Systems Inc. has developed a line of appliances that runs on solar energy and
causes no harm to the environment. Which of the following business practices is
illustrated in this scenario?
a. Divestment
b. Opportunism
c. Green marketing
d. Causerelated marketing
Social responsibility can produce only an indirect profit.
a. True
b. False