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With regard to social media, the interaction between producer and consumer becomes
less about entertaining and more about listening, influencing, and engaging.
a. True
b. False
From a contemporary marketing perspective, it could be said that a person’s profession
defines his or her lifestyle.
a. True
b. False
The North Star Hotel, a luxury hotel, encourages its employees to develop strong,
personal relationships with guests. It offers customized toiletries to its customers based
on their preferences. It also has an entire floor dedicated to suites that have air
purification systems. These valueadded services make the North Star Hotel unique as
these services are not available at other hotels. In this scenario, the North Star Hotel is
at the _____ level of relationship marketing.
a. financial
b. social
c. customization
d. structural
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 is called __________.
a. countertrade
b. global trade
c. domestic trade
d. dumping
A form of institutional advertising that is typically used to safeguard against negative
consumer attitudes and to enhance the company’s credibility among consumers who
already favor the company’s position is called ___________.
a. advocacy advertising
b. product advertising
c. pioneering advertising
d. competitive advertising
Which of the following is true of the current retail industry?
a. About one in every ten American jobs is in the retail industry.
b. Most current retail employees are dissatisfied with their jobs.
c. Most retail businesses employ less than 50 people.
d. The industry is dominated by many large companies.
While wordofmouth marketing is important to Millennials, actually getting them to
discuss products concretely can be difficult.
a. True
b. False
Both demographics and behavior distinguish early adopters.
a. True
b. False
The ability to marshal resources, understand the buyer’s business goals, respond to
requests, and be willing to be held accountable are important characteristics specifically
required in ___________.
a. retailers
b. purchaser
c. sales representatives
d. distributors
Demographics provide the skeleton for developing segmentation strategies, but
___________adds meat to the bones.
a. geographic segmentation
b. benefitusage segmentation
c. psychographic segmentation
d. benefit segmentation
Which term refers to a type of social responsibility concerned with developing
processes and structures that not only meet the needs of a current community, but
benefit future generations as well?
a. Social sustainability
b. Environmental sustainability
c. Economic sustainability
d. Physical sustainability
Claudia is looking to purchase a good phone. After evaluating her options, she has
decided to buy an iPhone X, though other brands that have all her required features are
offering good value for less money. Prior to buying an iPhone X, Julie may experience
some conflict because she is worried that the phone’s topoftheline technology, which
costs much more than its competitors, will be obsolete in a couple of months. What is
the marketing term used to describe this feeling?
a. Cognitive dissonance
b. Psychological ownership
c. Routine response
d. Perceived risk of negative consequences
Often small ventures are skeptical about entering the global market because it:
a. limits access to advanced technologies in less developed countries.
b. slows down the rate at which people’s living standards increase.
c. involves various trade laws or tariffs.
d. empowers governments to abuse the freedom and property of their citizens.
According to Maslow’s hierarchy of needs, the most basic human needs are _____.
a. safety needs
b. physiological needs
c. social needs
d. selfesteem needs
A trade allowance is a price reduction offered by retailers to customers who are buying
homogeneous shopping goods.
a. True
b. False
Allan protests against individuals who litter on roads because he believes that society
expects cleanliness from people. This illustrates _____.
a. preconventional morality
b. utilitarianism
c. moral relativism
d. conventional morality
Which of the following statements is true of globalization?
a. It expands economic freedom and increases the living standards of people.
b. It increases prices and decreases product and service quality.
c. It has curbed the growth of the middle class in developing countries.
d. It leads to a monopoly of domestic producers.
__________ is the practice of offering a product line with several items at specific price
points.
a. Bait pricing
b. Price bundling
c. Oddeven pricing
d. Price lining
Advertising, and sales promotion are the most productive promotion tools to use for
routine decisions.
a. True
b. False
The producers, resellers, governments, and institutions are categories of customers of a
________ market.
a. primary
b. secondary
c. business
d. consumer
Conventional morality is the most basic level of ethical development.
a. True
b. False
Price is one of the criteria against which business buyers evaluate products and
suppliers.
a. True
b. False
Which of the following expresses the role played by marketing research?
a. Descriptive
b. Diagnostic
c. Predictive
d. All of the above are correct.
Strategic planning is the managerial process of creating and maintaining a fit between
the organization’s objectives and resources and the evolving market opportunities.
a. True
b. False
The world’s best coffee beans come from Colombia. Therefore, the more Colombian
beans in a blend of coffee, the better the blend; and no company purchases more
Colombian beans than Kreemo Coffee. Which positioning strategy is the company
demonstrating?
a. Product differentiation
b. Product user
c. Competitor
d. Product class
Companies that work closely with their suppliers can eliminate problems relating to
corporate culture, information hoarding, and trust issues.
a. True
b. False
Wildside Inc., a company that organizes wildlife tours, gives equal importance to
customers and employees. The managers at Wildside Inc. ensure that the employees of
the company are satisfied with their jobs. They believe that the employees should be
kept happy as they are the brand ambassadors of the company. This scenario is an
example of _____ marketing.
a. external
b. niche
c. unsegmented
d. internal
Jason bought his first color television set after flat screen televisions were already
widely diffused. He is most likely to be one among the ______.
a. early adopters
b. early majority
c. late majority
d. laggards
Which of the following is a combination of sales automation and Internet technology
that some marketers use to enhance customer satisfaction and bring in more business?
a. The preapproach model
b. The attribution model
c. Needs assessment
d. Automated email followup marketing
Jenny, the owner of an ice cream parlor, has been experimenting with different flavors
to create a new exotic ice cream for her customers. After much deliberation and many
tests, she decides to market the new Beet Cake with Black Walnut variant. In this
scenario, the chosen ice cream flavor has entered the _____ stage of the newproduct
development process.
a. business analysis
b. development
c. test marketing
d. commercialization
Which of the following refers to a survey research method that involves interviewing
people in the common areas of shopping malls?
a. An executive interview
b. A computerassisted selfinterview
c. A computerassisted personal interview
d. An intercept interview
Which of the following is a similarity between merchant wholesalers and retailers?
a. Both provide form utility.
b. Both take title to products in the marketing channel.
c. Both have little input into the terms of sale of a product.
d. Both get a fee or commission based on sales volume.
Marketers are senders of messages and do not act as receivers.
a. True
b. False
When you purchase a loaf of bread, which of the following is creating exchange utility?
a. The transport company
b. The government
c. The supermarket
d. The bread factory
According to Ansoff’s strategic opportunity matrix, which of the following factors is
associated with market development?
a. Limit production.
b. Increase the prices of existing products.
c. Add new uses to current products.
d. Limit resources used for promotion.
