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The chief financial officer (CFO) of an automotive manufacturer is reviewing the
revenue earned from the sale of all-terrain vehicles in South America. Because the
selling price of the vehicles has been changed frequently, the CFO wanted to analyze
the impact of these changes particularly during the rainy season. Which global pricing
strategy is being used to price these vehicles?
a. dual
b. standard
c. transfer
d. cannibalization
e. market-differentiated
You work for a notforprofit organization, and are not sure of the best way to assess the
effectiveness of its website. After researching the options, you settle on one that seems
most appropriate in light of the organization's goal to maximize time spent by visitors
on its site.
What measurement metric did you choose?
a. Clickthrough rates
b. Conversion rates
c. Engagement
d. Enthusiasm
e. Comprehension
Tabitha is interested in purchasing new head phones and has set a budget of up to $350.
She's narrowed her choice to Bose, Beats by Dr. Dre and Exeo Psyko. These three
brands are known as her _____ set.:
a. evoked
b. alternative
c. purchase
d. acceptance
Wholesaling intermediaries create utility in the form of time, place, and ownership.
a. True
b. False
Notforprofit organizations face complex decisionmaking issues about the correct
markets to target as they often must market to multiple publics.
a. True
b. False
Demand curves must be based on marketing research estimates that may be less exact
than cost figures.
a. True
b. False
Critics of Maslow pointed out that depending on the personal value system of an
individual, he/she might skip the level of esteem needs and move directly toward
self-actualization.
a. True
b. False
Promotion is the communications link between sellers and buyers.
a. True
b. False
A company trying to engage in a social interaction with the customers is at the _____
level of relationship marketing.
a. first
b. third
c. second
d. fourth
Which of the following was one of the early online offerings?
a. Food products
b. Luxury clothing
c. Airline tickets
d. Financial services
Every online marketer is inherently a global marketer who must understand the internal
and external conditions that affect global pricing strategies.
a. True
b. False
In which of the following types of market structures would a producer have the least
amount of influence in setting prices?
a. Pure competition
b. Monopolistic competition
c. Oligopoly
d. Monopoly
A negative cash discount is an attempt by sellers to improve their liquidity positions,
reduce their bad-debt losses, and cut collection expenses.
a. True
b. False
Affinity marketing is a cooperative arrangement in which two or more organizations
join to sell their products in an allied marketing campaign.
a. True
b. False
Global Consultants Inc. offers advice to small businesses considering international
expansion. Its experts point out the potential advantages of going global, including
a. Gaining new insights into consumer behavior.
b. Accessing alternative distribution strategies.
c. Reducing the number of competitors.
d. Facing less price competition.
_____ is a marketing research technique that involves introducing a new product in a
specific area and then measuring its degree of success.
a. Trend analysis
b. Concept testing
c. Test marketing
d. Exponential smoothing
Capital items are items that are consumed within short time periods.
a. True
b. False
_____ refers to personal selling conducted in retail and some wholesale locations in
which customers come to the seller’s place of business.
a. span of control
b. field selling
c. inside selling
d. order processing
e. virtual sales team
f. team selling
g. approach
h. creative selling
i. presentation
j. sales promotion
k. premium
l. coupon
m. network marketing
n. cold calling
o. expectancy theory
p. over-the-counter selling
q. missionary selling
r. relationship selling
s. push money
t. consultative selling
If a book publisher decides to bypass Barnes and Noble by selling directly to readers
online, this would be most likely to create a serious _____:
a. ethical issue
b. channel conflict
c. profitability challenge
d. customer loyalty challenge
e. channel overlap
Promotion that attempts to increase demand for an existing good, service, organization,
person, place, idea, or cause is called _____.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
A _____ is an agent wholesaling intermediary that represents manufacturers of related
but noncompeting products and receives a commission on each sale.
a. manufacturers’ merchant
b. selling agent
c. manufacturers’ agent
d. clearing agent
_____ are twodimensional bar codes that can be read by some mobile phones with
cameras and are used in ads to provide product details to the consumers.
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
A noticeable trend toward multinational economic integration has developed since the
end of World War II.
a. True
b. False
Beaux, a clothing boutique store, specializes in high-end evening wear for women.
Most of the dresses are custom-made for their elite customers. Beaux is an example of a
store offering _____ products.
a. impulse
b. convenience
c. shopping
d. specialty
_____ is a psychological concept that refers to the human tendency to perceive a
complete picture from an incomplete stimulus.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
Which of the following statements is true about the European Union (EU)?
a. The EU has adopted a common currency.
b. The EU meets to determine trade restrictions.
c. The EU only allows free trade of certain products among member nations.
d. The pound is the currency utilized by members of the EU.
Which of the following statements is TRUE regarding issues in pricing?
a. it can be difficult to estimate demand curves
b. marketing research can provide accurate estimates of demand curves
c. most organizations price in such a way to maximize profitability
d. pricing managers have difficulty obtaining accurate cost information
Once marketers answer the question of who they are trying to reach by targeting their
audience, they ask a second vital question in social media marketing:
a. “What is the goal of the campaign?”
b. “How do we engage the audience in a conversation?”
c. “How do we identify the needs or wants of our potential customers?”
d. “How do we create content with the firm’s goals and strategies in mind?”
As economic recovery begins after a period of recession, consumption patterns would
reveal a sharp spike.
a. True
b. False
Which of the following is utilized to help managers position products by graphically
illustrating consumers' perceptions of competing products within an industry?
a. positioning map
b. differentiating map
c. separation marketing graph
d. repositioning graph
Customers who cannot afford to pay cash for purchases made directly from the
manufacturer can buy those products from a wholesale intermediary who grants them
credit for the purchase. Which of the following marketing functions is being performed
by the wholesaler in this situation by granting credit?
a. Production
b. Transporting
c. Risk taking
d. Financing
Which of the following is true of price determination in economic theory?
a. It suggests a way of determining prices that assumes a sales-maximization objective.
b. It attempts to derive correct equilibrium prices in the marketplace by comparing
supply and demand.
c. It attempts to maximize the market share of an organization.
d. It suggests a way of determining prices that assumes a market-share expansion
objective.
A(n) _____ is a trendsetter who purchases new products before others in a group and
then influences others in their purchases.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
