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The consumer market equivalent of new-task buying is limited problem solving.
a. True
b. False
A(n) _____ role is seen when the partners independently make equal numbers of
decisions regarding household purchases.
a. syncratic
b. husband-dominant
c. autonomic
d. wife-dominant
Procter & Gamble sends researchers into the homes of consumers around the world to
observe how they use certain products. The researchers seek to understand how
different cultures may influence consumer behavior. This is a(n) ____ research method,
used to collect ____ data.
a. Interpretive, primary
b. Interpretive, secondary
c. Exploratory, primary
d. Global, primary
e. Global, secondary
Channels designed to return goods to their producers are called _____ channels.
a. reserve
b. direct
c. primary
d. reverse
_____ is a pricing strategy that allows marketers to vary prices based on such factors as
demand, even though the cost of providing those goods or services remains the same.
a. Yield management
b. Modified breakeven technique
c. Marginal cost pricing
d. Incremental revenue pricing
In relationship marketing, the focus is on enticing a buyer to make an immediate
purchase based on factors such as low price, convenience, or packaging.
a. True
b. False
Relationship marketing focuses on developing long-term, high-value relationships with
many different stakeholders including _______________.
a. creditors
b. consumer advocacy groups
c. environmentalists
d. distributors
e. regulators
Precall planning involves making unsolicited sales calls on randomly selected
prospects.
a. True
b. False
Online marketers run the risk of cannibalization when they:
a. compete with off-price houses on the Internet.
b. differently price the same products sold in their retail outlets to be sold online.
c. construct new stores alongside their websites.
d. hold on to tradition in the face of new technology.
A major benefit of using test markets as a quantitative forecasting method is that:
a. they provide realistic information on actual purchases rather than intent to buy.
b. they are quick and inexpensive.
c. they combine and average the outlooks of top executives from such areas as
marketing, finance, and production.
d. they solicit opinion from experts outside the firm such as academic researchers.
What is the primary difference or distinction between corporate websites and marketing
websites?
a. The goal of marketing websites is to increase purchases by visitors.
b. The goal of corporate websites is to increase purchases by visitors.
c. Marketing websites enable prospective employees to view available job openings and
complete online applications.
d. Corporate websites are solely utilized by companies who offer products for sale via
the Internet.
Establishing a free trade area is the simplest way to achieve multinational economic
integration.
a. True
b. False
Marketing public relations (MPR) refers to focused PR activities that directly support
marketing goals.
a. True
b. False
The term _____ refers to the amount of time users spend on sites.
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
In exclusive distribution, producers and retailers cooperate closely in decisions
concerning advertising and promotion, inventory carried by the retailers, and prices.
a. True
b. False
The basic breakeven model considers demand.
a. True
b. False
Vendors who would like to provide products or services to the federal government may
need to work through the GSA which is an abbreviation for _______, a central
management agency involved in areas such as procurement, property management, and
information resources management.
a. General Services Administration
b. Government Supplies Authority
c. General Supplies Administration
d. Great Services Authority
Research alliances between for-profit firms and colleges and universities are examples
of lateral partnerships.
a. True
b. False
A(n) _____ is the primary decision maker who runs a firm’s social media program.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
Strategic alliances are partnerships formed among firms in B2B markets to:
a. decrease the value of debt service coverage ratio.
b. avoid problems related to anti-trust legislation.
c. create a competitive advantage.
d. present a united front to labor unions.
A franchisee receives the right to sell the franchiser’s products and to use the
franchiser’s name as well as a variety of marketing, management, and other services.
a. True
b. False
Delectable, a fast food chain, emphasizes a lot on things like how the staffs are dressed,
how the food is presented, as well as cleanliness of their service area. According to this
information, Delectable is focusing on which of the following variables of service
quality?
a. Assurances
b. Responsiveness
c. Tangibles
d. Empathy
Distribution of a product through all available channels is called _____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Businesstobusiness transactions typically involve more steps than consumer purchases.
a. True
b. False
Many American fast food sellers have engaged in product adaptation, changing their
menus to accommodate consumer tastes in countries like India and Japan. Other
Western firms doing business abroad have engaged in promotion adaptation. Which of
the following factors would most likely prompt a firm to use the latter strategy?
a. Varying literacy rates
b. Currency fluctuations
c. Poor channels of distribution
d. Price competition
The functions of marketing can be grouped into three major categories: exchange
functions, physical distribution functions, and financing functions.
a. True
b. False
The practice of dividing a population into groups having similar attitudes, values, and
lifestyles is called _____.
a. target market
b. market segmentation
c. cohort effect
d. primary metropolitan statistical area
e. differentiated marketing
f. concentrated marketing
g. micromarketing
h. positioning map
i. VALS
j. AIO statement
k. core region
l. consumer product
m. demographic segmentation
n. Pareto’s law
o. psychographic segmentation
p. geographic information systems
q. positioning
r. geographic segmentation
s. business product
t. mass marketing
The _____ is the largest segment of the business market that includes all individuals
and firms that acquire products to support the production of other goods and services.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
Which of the following statements best describes allowances?
a. Allowances are used in conjunction with quantity and cash discounts.
b. Allowances are the same as transfer prices.
c. Allowances are offered only to marketing channel members in order to increase sales.
d. Allowances result in reduction of the list price quoted on a product.
The NAFTA has succeeded in achieving political integration among its member
nations: the United States, Canada, and Mexico.
a. True
b. False
A firm must define its product in terms of what it can do for a customer before
beginning its prospecting effort.
a. True
b. False
Which of the following industries makes the largest contribution to the United State’s
gross domestic product?
a. Automobile industry
b. Service industry
c. Oil industry
d. Manufacturing industry
Food and household staples are common categories of generic products.
a. True
b. False
Cleveland Solvents has field sales staff, a customer service department, and two
individuals who manage the “tech hotline.” These individuals not only answer technical
questions from customers, they also identify customer needs and recommend products
that can fill those needs. They have the ability to initiate and close sales on the spot.
These individuals are essentially participating in:
a. market analysis.
b. inside selling.
c. network marketing.
d. outside sales.
