In today’s marketplace, the number of customers who expect to receive product
configurations and services matched to their unique needs is decreasing.
a. True
b. False
Laelle Airlines, an international airline company offers a core service supported by
supplementary services. Given this information, which of the following is most likely to
be the core service provided by Laelle Airlines?
a. Providing plush seats with comfortable legroom for its passengers
b. Offering threecourse meals for its passengers
c. Providing personalized toiletries including wet towels and sleep masks for all
passengers
d. Offering souvenirs to all passengers after their travel
At which stage in the newproduct development process is the decision to market a
product made?
a. Commercialization
b. Test marketing
c. Development
d. Business analysis
Which of the following represents the thinking behind used goods retailers?
a. They sell items from a fullline discount stock to customers who are drawn in
primarily by the food on sale.
b. They sell overruns, irregular merchandise, and/or overstocks purchased from
manufacturers at or below cost.
c. They offer a nearly complete selection of merchandise within a single category and
use selfservice, discount prices, high volume, and high turnover to their advantage.
d. They turn customers into suppliers by buying back preowned items from customers
and reselling to different customers.
A closedended question designed to measure the intensity of a respondent’s answer is
called __________.
a. openended question
b. observational research question
c. focused research question
d. scaledresponse question
The combination of demographics, lifestyles, and geographic categories leads to
______________.
a. geodemographic segmentation
b. benefit segmentation
c. usagerate segmentation
d. psychographic segmentation
Given the relative ease and efficiency with which organizations can use social media, a
positive return on investment (ROI) is likely for many, if not most, organizations.
a. True
b. False
Marla, a 55yearold woman, needs to move out of town. She wants to connect with some
old school friends and stay in touch with former colleagues. Which of the following is
Marla most likely to use for this purpose?
a. SoundCloud
b. YouTube
c. Facebook
d. Flickr
Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife
adventure series. The series was given wide coverage in newspapers and on television
after the channel promoted it, which created awareness about Wild Plus and led to a
large viewership. In this case, Wild Plus engaged in
a. advertising.
b. personal selling.
c. public relations.
d. sales promotion.
With regard to age segmentation, the tween and teenage cohort following the
Millennials is sometimes called _____.
a. Generation X
b. the Baby Boomer generation
c. Generation Z
d. the Silent Generation
Which of the following is characteristic of both early adopters and the early majority?
a. Both groups tend to be opinion leaders.
b. Both rely on group norms and values.
c. Both desire to earn the respect of others.
d. Both are influenced by social media websites and digital promotions.
The socializing force that governs what is ethically right and wrong is called
_________.
a. culture
b. morality
c. ethics
d. virtue ethics
Which of the following statements describes personal selling?
a. It has an increased dependence on the Internet.
b. It does not focus on customer loyalty.
c. It does not focus on creating a longterm relationship with the buyer.
d. It focuses on creating a winlose outcome with the buyer.
Zone pricing is a modification of uniform delivered pricing, and it divides the United
States (or the total market) into segments (or zones) and charges a flat freight rate to all
customers in a given zone.
a. True
b. False
Marketers targeting Baby Boomers should use words such as “senior” and “elderly,” to
signal and attract their target audience.
a. True
b. False
Profits rise rapidly in the growth stage of product lifecycle, reach their peak, and begin
declining as competition intensifies.
a. True
b. False
Which of the following defines the content of sentiment analysis?
a. Positive, neutral, and negative sentiment; trends of sentiment; and volume of
sentiment
b. Trends of positive sentiment, volume of negative sentiment, and changeability of
neutral sentiment
c. Trends of negative sentiment, volume of positive sentiment, and changeability of
neutral sentiment
d. Trends of positive sentiment, volume of neutral sentiment, and changeability of
negative sentiment
Which of the following refers to public relations strategy in which a company spends
money to support an issue,cause, or event that is consistent with corporate objectives,
such as improving brand awareness or enhancing corporate image?
a. Sponsorship
b. Product placement
c. New product publicity
d. Sales promotion
The U.S. federal government buys goods and services valued at more than $875 billion
per year, making it the world’s largest customer.
a. True
b. False
Salespeople actively seek leads for selling unsought products to potential buyers.
a. True
b. False
Understanding the advertising response function helps marketers:
a. invest a large amount of money on advertising and promotion.
b. use their advertising budgets wisely to reach their target market.
c. multiply returns by constantly increasing the money spent on advertising.
d. achieve consumer loyalty regardless of the quality of the product or service.
Which of the following statements is true of the term boycott?
a. It refers to a limit on the amount of a specific product that can enter a country.
b. It refers to a tax levied on the goods entering a country.
c. It refers to the exclusion of all products from certain countries or companies.
d. It refers to an agreement to stimulate international trade.
When recruiting the sales force, sales managers prefer salespeople who
a. often avoid getting involved in negotiation process.
b. get their point across confidently without being overbearing or aggressive.
c. ensure that there is no negotiation during the process of closing a sale.
d. are transactionoriented rather than relationshiporiented.
Which of the following statements is true of incomes in the United States?
a. The real median household income has fallen since 2009.
b. The median household income is the same across different states.
c. Demographics influence a person’s earning potential.
d. Those who hold a college degree typically earn the same wages as a nondegree
holder.
Identify a critical component of a marketoriented firm.
a. It understands the strengths and weaknesses of competitors.
b. It employs a welltrained and effective sales force.
c. It focuses primarily on the internal capabilities of the firm.
d. It embraces marketing as a means of selling things and collecting money.
Phoenix Farm, a firm that sells farm products, gathers fresh food products in one place
for its customers. Customers can buy eggs, milk, meat, vegetables, and so on without
spending a great amount of time and energy shopping around. Phoenix Farm is a _____.
a. merchant wholesaler
b. retailer
c. agent
d. broker
Which of the following best describes the functioning of the various
companies/business units that are part of a worldclass, wellintegrated supply chain?
a. The customer should be able to distinguish between the companies based on their
activities.
b. Multiple entities should work together to perform tasks as a single unified system.
c. All companies must follow a standard documentation process.
d. No company makes sacrifices for the sake of the system as a whole.
Which of the following is a similarity between joint ventures and licensing agreements?
a. Both involve joining with a foreign company to create a new entity.
b. Both depend heavily on contract manufacturing.
c. Both are free from government interference.
d. Both are free from risks.
Transactional, logistical, and facilitating functions are the three essential functions that
intermediaries in marketing channels perform to enable goods to flow between producer
and consumer.
a. True
b. False
_____ is a selling technique that seeks to broaden customers’ original purchases with
related items.
a. Suggestion selling
b. Comarketing
c. Shopper marketing
d. Benefit selling
Steven, a construction worker, tends to buy a new gadget if most of his friends have
them and only after they’ve teased him about not having the gadget yet. He relies on
reviews from his friends rather than on television or newspaper advertisements to make
his purchase decisions. It can be inferred that when it comes to the diffusion of
innovation, Steven belongs to the group of _____.
a. early adopters
b. innovators
c. late majority
d. early majority
Which of the following eliminated the extensive loopholes of the General Agreement
on Tariffs and Trade (GATT)?
a. The European Union (EU)
b. The World Trade Organization (WTO)
c. The North American Free Trade Agreement (NAFTA)
d. The International Monetary Fund (IMF)
It could be said that, at least from a marketing perspective, it is harder to convey the
advantages of adopting a plasticfree lifestyle, than it is to sell the idea of having a
microwave oven. This sentiment indicates that the benefit strength of many nonprofit
offerings is quite ______.
a. weak but direct
b. strong but indirect
c. strong and direct
d. weak or indirect
Having too many choices can confuse consumers and cause them to delay the decision
to buy, or in some cases, cause them not to buy at all.
a. True
b. False