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An openended question is a type of interview question in which the respondent is asked
to make a selection from a limited list of responses.
a. True
b. False
Offshoring reduces transportation costs of distributing a company’s product.
a. True
b. False
Marketing two or more products in a single package for a special price is called
_____________.
a. price bundling
b. bait pricing
c. oddeven pricing
d. lossleader pricing
In terms of purchasing power, when income is low relative to the cost of living, people
have more discretionary income.
a. True
b. False
Buying a car is generally an unplanned activity and stopping by a sandwich shop to
satiate one’s hunger is a planned activity.
a. True
b. False
Which of the following is a difference between pioneering advertising and competitive
advertising?
a. Pioneering advertising is used to promote a company’s image, whereas competitive
advertising is used to manage customer criticisms.
b. Pioneering advertising is a form of institutional advertising, whereas competitive
advertising is a form of advocacy advertising.
c. Pioneering advertising is used during a product’s introductory stage, whereas
competitive advertising is used during a product’s growth stage.
d. Pioneering advertising compares competing brands, whereas competitive advertising
is intended to stimulate primary demand for a new product.
Redoubt Nation, a specialty store that sells adventure sports gears, employs one
salesperson per customer. Each salesperson is required to influence customers to
purchase items related to the products they have purchased. In this scenario, Redoubt
Nation is using _____ as its marketing strategy.
a. low employee density
b. suggestion selling
c. merchandise type
d. trading up
Which of the following is considered an individual characteristic that influences a
person’s buying decisions?
a. Gender
b. Culture
c. Motivation
d. Learning
The inability of services to be stored, warehoused, or inventoried is termed ______.
a. variability
b. reliability
c. heterogeneity
d. perishability
Which term refers to a pricing policy whereby a firm charges a high introductory price,
often coupled with heavy promotion?
a. Price skimming
b. Penetration pricing
c. Status quo pricing
d. Sales maximization
Which of the following indicates an element in the promotional mix that evaluates
public attitudes, identifies issues that may elicit public concern, and executes programs
to gain public understanding and acceptance?
a. Advertising
b. Public Relations
c. Sales Promotion
d. Media Scheduling
Which of the following is true of freestanding retail store units?
a. Retailers decide to relocate their businesses in pedestrian malls.
b. Retailers feel outlets generally stand out better in huge shopping centers and malls.
c. These account for more than half of all retail store construction in the United States.
d. These are a bad idea for an aggressive expansion plan in an area without shopping
centers.
At the beginning of every trailer for Steven Spielberg’s next release Ready Player One,
one hears a voice saying, “From the makers who brought you Jaws, E.T., Schindler’s
List, and Jurassic Park, we are proud to present Ready Player One.” In this example,
the movie promoters are using:
a. stimulus discrimination.
b. selective retention.
c. stimulus generalization.
d. social learning.
Which of the following is true of retailers?
a. They provide contact efficiency for consumers.
b. They provide time and place utility to agents and brokers.
c. They facilitate exchanges of ownership between buyers and sellers.
d. They facilitate the movement of products from the manufacturer to producers and
resellers.
A credit card company has a policy wherein the customer earns a point for every 20
dollars spent on purchases made using the card. These points accumulate over a period
of time and can be cashed in at the rate of a dollar per point. The policy applies equally
to all customers across the country and the company does not interact with individual
customers. This is an example of the ______ level of relationship marketing.
a. structural
b. social
c. financial
d. customization
Unlike nicheoriented shopping bots, broadbased shopping bots
a. give pricing power to the retailers.
b. search for prices for only one type of product.
c. are programs that search websites which are based on a Yellow Pages type of model.
d. search sites like SeatGeek and Kayak.
Which positioning base for a product or service focuses on a personality or type of
consumer?
a. Product class
b. Attribute
c. Product user
d. Emotion
Ryan’s Hunting Emporium sells hunting equipment. The store advertises its equipment
in a popular magazine that is distributed every Monday. A television commercial
promoting Ryan’s airs every Thursday at 5:00 p.m. for a threemonth period. When new
or updated equipment is introduced, the products are steadily advertised during a
planned time period. Ryan’s exemplifies a _____ media schedule.
a. circular
b. flighted
c. continuous
d. seasonal
In the selling process, which of the following is true of a salesperson’s conducting the
needs assessment of prospective clients?
a. It should be carried out by the salesperson during development of the sales proposal.
b. It requires the salesperson to be aware of regulations and legislation that affect the
industry.
c. It does not include the impact of competition on the demand for the product that is
being sold.
d. The salesperson in relationship selling does not need to conduct a needs assessment.
What is the selling technique of trading up?
a. It seeks to broaden customers’ original purchases with related items available in the
store.
b. It persuades customers to buy a higherpriced item than they originally intended to
purchase.
c. It allows customers to shop by themselves as long as they can easily find what they
need.
d. It focuses on the value of the product to the customer more than the cost of the
product to the supplier.
A price tactic in which different customers pay different prices for essentially the same
merchandise bought in equal quantities is called ____________.
a. FOB origin pricing
b. zone pricing
c. uniform delivered pricing
d. flexible pricing
When considering sampling procedures, a _____ is a sample in which every element in
the population has a known statistical likelihood of being selected.
a. snowball sample
b. probability sample
c. judgment sample
d. convenience sample
The creation and implementation of a marketing plan allows the organization to achieve
marketing objectives and succeed.
a. True
b. False
During the _____ of the product life cycle, the basic goal of promotion is to inform the
target audience that a product is available.
a. growth stage
b. decline stage
c. maturity stage
d. introduction stage
A plan for the optimal use of promotional elements—such as advertising, public
relations, personal selling, sales promotion, and social media—is known as a
___________.
a. promotional strategy
b. competitive advantage
c. marketing mix
d. promotional mix
What kind of a service process does an electrical maintenance worker provide?
a. Information processing
b. Possession processing
c. Mental stimulus processing
d. People processing
A public relations strategy that involves getting a product, service,or company name to
appear in a movie, television show, radio program, magazine, newspaper,video game,
video or audio clip,book, or commercial for another product; on the Internet; or at
special events is called ____________.
a. product placement
b. new product publicity
c. consumer education
d. experiential marketing
Which of the following refers to placing two or more brand names on a product or its
package?
a. Cobranding
b. Family branding
c. A trademark
d. A service mark
Two companies enter an agreement such that Company A can now use Company B’s
already established marketing channels. Company A made this decision because it was
too expensive and time consuming to create a new marketing channel. This is an
example of ______.
a. strategic channel alliance
b. agent/broker channel
c. dual or multiple distribution
d. gray marketing channel
An example of a market segment is a group of individuals from 11 to 16 years old who
extensively use the Internet.
a. True
b. False
