At the _____ stage in the consumer adoption process, buyers consider the likely
benefits of the product.
a. awareness
b. trial
c. interest
d. evaluation
Your clients don’t need to be sold a product—they have already subscribed to your
expensive premium service. But they do need to be able to call on you when they have
a problem with the service or when they require special consideration. You provide
technical support, solve problems, and make sure the customer is included in special
events that your company sponsors. You also make certain that everyone who is a
premium subscriber is sent an annual gift, compliments of your company. Because you
don’t meet your customers face-to-face, you sometimes call yourself an electronic
concierge! What kind of sales are you involved in?
a. inbound telemarketing
b. field selling
c. over-the-counter selling
d. inside selling
e. network selling
When a group of nations agree to buy and sell goods among themselves by abolishing
tariffs and trade restrictions, the nations have created a _____.
a. customary market
b. cooperation council
c. political union
d. free-trade area
Zach is employed by Scott Paper Company and is a key account manager on the
WalMart team based in Bentonville, AR so he can be near the corporate headquarters of
WalMart. Zach was selected to lead the WalMart purchasing team for paper towels,
toilet tissue and other paper products. He coordinates vendors, analyzes sales data,
assists with plan-a-gram layouts, and is responsible for interacting with other suppliers
in addition to the purchasing and logistics teams at WalMart. Zach’s role at WalMart is
known as a(n):
a. category captain
b. lead merchandiser advisor
c. category killer merchandiser
d. channel captain
A consumer goods company involved in marketing research is trying to obtain
information about trade publications that conduct and publish industry-specific
research. Which of the following data sources can provide the relevant information to
the company?
a. the U.S. Governors’ Handbook on Effective Buying Income.
b. Country and City Data Book published by the federal government
c. Thomson Gale’s Encyclopedia of Associations.
d. Ulrich’s Periodicals Directory
The United States is the world’s largest exporter of _____.
a. services
b. crude oil
c. consumer electronics
d. passenger cars
A _____ role is typically seen in purchase of products such as garden supplies and
electronic equipments.
a. wife-dominant
b. syncratic
c. husband-dominant
d. autonomic
When Cannondale purchases aluminum for use in its bicycle frames, the company is
participating in the commercial market.
a. True
b. False
Form utility refers to conversion of raw materials and components into finished goods
and services.
a. True
b. False
A women’s fashion brand allowing its customers to mix and match the clothes and
accessories on their website before placing an order is an example of a business offering
personalized service to their online customers.
a. True
b. False
Forprofit organizations tend to focus more on their customers than notforprofits do.
a. True
b. False
Fitness Zone is a gym that offers its customers a chance to buy health drinks through a
vending machine. This type of service is called automatic merchandising.
a. True
b. False
_____ is a promotional effort in which a dedicated sales team is assigned to a firm’s
major customers to provide sales and service.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
The
strategy
of timebased competition can be advantageous to companies most
affected
by technology.
a. True
b. False
The use of big data has created new companies called data brokers that _____.
a. outsource data collection overseas
b. help businesses fine tune marketing strategies in real time
c. eliminate intermediaries
d. provide revised business plans for fledgling firms
The basic purpose of revenue tariffs is to:
a. stabilize the prices of imported goods.
b. raise the retail price of imported products to match or exceed those of similar
domestic products.
c. counter the effects of protective tariffs on the domestic market.
d. raise funds for the importing government.
U.S. imports mainly include crude oil, machines, consumer electronics, and passenger
cars.
a. True
b. False
The strategic process of creating, distributing, promoting, and pricing goods and
services to a target market over the Internet or through digital tools is called:
a. electronic marketing.
b. online trading.
c. digital servicing.
d. Web economics.
Which of the following exempted interstate fair-trade contracts from compliance with
antitrust requirements, thus freeing states to keep these laws on their books if they so
desired?
a. The Clayton Act of 1914
b. The Robinson-Patman Act of 1936
c. The Miller-Tydings Resale Price Maintenance Act of 1937
d. The Consumer Goods Pricing Act of 1975
Limited-line retailers cater to the needs of people who want to select from complete
lines in purchasing particular products.
a. True
b. False
In a countertrade, products of one country are exchanged for products of another
instead of cash.
a. True
b. False
Production of private–label goods helps manufacturers reach additional market
segments.
a. True
b. False
The most expensive sales method overall is:
a. over-the-counter sales, largely because of the high overhead in retail operations.
b. inbound telemarketing because of the technology costs.
c. outbound telemarketing because of the high rejection rate from customers who avoid
telemarketers.
d. field selling, largely because of the travel costs of sales personnel.
Although research shows that most consumers dislike the practice of telemarketing and
more than 220 million have signed up for the national Do Not Call Registry,
organizations still use telemarketing because:
a. it provides employment to a large number of people.
b. it guarantees a sales order with every call.
c. it is cost effective; the average call costs are low.
d. it does not require experienced and trained sales personnel.
A full-service retailer usually sells convenience products that people can purchase
without any assistance.
a. True
b. False
Jason is creating his profile on LinkedIn and hopes the content will attract potential
employers to consider him for a career opportunity. He is trying to leverage his
background, skills, and education to gain a position in a marketing research consulting
firm. He knows that employers are seeking candidates who are proficient in SPSS,
Excel, Google Analytics, and have excellent writing and verbal communication skills.
He uses these capabilities throughout his profile since he understands the importance of
search engine optimization. Which quality of social media marketing campaign
development is Jason using as he creates content for his LinkedIn profile?
a. targeted keywords
b. strong brand focus
c. invitation to generate content
d. focus on the audience
Before beginning the market segmentation process, a firm should:
a. select target market segments.
b. forecast total market potential.
c. forecast market share.
d. identify bases for segmenting markets.
Overall organizational objectives and more specific marketing objectives guide the
development of pricing objectives, which in turn lead to the development and
implementation of more specific pricing policies and procedures.
a. True
b. False
Defense based on cost differentials against charges of price discrimination under the
Robinson-Patman Act works only if the price differences exceed the cost differences
resulting from selling to various classes of buyers.
a. True
b. False
An example of odd pricing would be:
a. a buy-two-get-one-free promotion.
b. selling a radar detector for $129.99 instead of $130.
c. subtracting trade-ins from the list price.
d. rebates that lower total price.
After developing strategies of the campaign, marketers focus on specific tactics such as
recruiting influencers, setting up contests, or offering coupons and discounts.
a. True
b. False
_____ command high market shares in lowgrowth markets.
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
Your company has experienced quite a bit of volatility in its sales results over the last
few years. The head of finance tells you that the volatility is the result of customer
churn. You are planning to sell the business in a few years, so you want eliminate the
volatility because it makes the business less desirable to a potential buyer.
Which of following should you pursue in order to eliminate some of your sales
volatility?
a. Grassroots marketing
b. Co-marketing
c. Seller partnerships
d. Buyer partnerships
e. Affinity marketing
The owner of an exclusive woman’s clothing and accessory boutique receives a
shipment of Dolce & Gabbana chain link and leather belts. Which approach indicates
that the owner used consumer price-quality perception when pricing the belts?
a. belts priced at $250 each and draped over slacks
b. belts priced at $25 each and displayed at the cash register
c. belts priced at $100 each and placed next to matching purses
d. belts priced at $1000 each and displayed behind an acrylic glass display case
e. belts priced at $500 each and threaded through slacks with matching jackets