Describe the three principal methods used by researchers to collect primary data.
Prices of electronic equipment and automobiles tend to fluctuate far less than prices of
crops such as sugarcane and bananas.
a. True
b. False
A congressional candidate’s campaign manager wants to survey all registered voters in
the district. Choose the sampling term(s) that would apply to this group of people.
a. Population
b. Universe
c. Electoral sample
d. Campaign sample
Phishing is the voice equivalent of vishing.
a. True
b. False
You are the campaign manager for a candidate running for mayor of Hartford,
Connecticut. You are running a series of focus group sessions with Hartford residents to
get a better idea of their needs and wants.
Your focus group sessions are an example of which of the following types of research?
a. marketing research
b. conclusive research
c. descriptive research
d. exploratory research
e. experimental research
People develop standards of ethical behavior based on their own systems of values.
a. True
b. False
A(n) _____ is a network of strategic partners, suppliers, and others qualified and willing
to recommend a firm’s goods and services.
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
Which of the following is an example of affinity marketing?
a. University of Iowa branded credit card
b. Hallmark’s Gold Crown card
c. Blockbuster Rewards video card
d. United Airlines Mileage Plus program
The government monitors transfer pricing closely because it is an easy way for
companies to avoid taxes on profits.
a. True
b. False
Jennifer is looking for a wedding present for her fiance and is considering buying him a
watch. She likes luxury items and is willing to spend between $4,000 and $10,000 on
the gift. She visits several jewelry stores and realizes that the prices are the same for
Rolex and Philippe Patek brand watches and each store tells her these brands are never
discounted. What type of pricing objective is utilized by Rolex and Philippe Patek?
a. prestige
b. profit
c. volume
d. meeting competitors
A sales rep’s actual sales relative to sales potential is relevant to the sales manager in
which of the following phases of the sales management process?
a. managing sales territories
b. motivating salespeople
c. compensating salespeople
d. training sales people
e. controlling and evaluating sales force performance
Continuous effort to improve products and work processes with the goal of achieving
customer satisfaction and world-class performance is referred to as _____.
a. marketing mix
b. specialty products
c. product
d. services
e. convenience products
f. impulse goods
g. installations
h. wholesalers
i. business-to-business (B2B)
j. supplies
k. emergency goods
l. shopping products
m. component parts and materials
n. staples
o. product mix
p. product line
q. line extension
r. total quality management
s. product lifecycle
t. benchmarking
Which of the following is the reference book that can help marketers track down trade
organizations that may have data pertinent to their company?
a. The U.S. Government’s Survey of Current Business.
b. Who’s Who in American Industry.
c. Thomson Gale’s Encyclopedia of Associations.
d. Catalog of U.S Government Publications.
There are many roles played in the planning process for a typical company. Depending
on the organizational level, the planning focus and the effort devoted will be different.
Which of the following statements is true about planning within an organization?
a. In their role in the planning process, top management focuses on shortterm
operational objectives for the company.
b. Only top management spends time focused on strategic and operational planning
activities for the organization.
c. Middle management employees spend more of their time focusing on planning than
other levels of the organization.
d. Supervisors are tasked with developing specific programs and tactics for achieving
the goals of their responsibility areas.
e. Middle managers are primarily focused on strategic planning considerations.
Conflicts between producers, wholesalers, and retailers are called channel conflicts.
a. True
b. False
If you were looking for an advertising medium that worked for segmented audiences,
had prestige, had a long shelf life, and money was of no object, which of the following
would you select?
a. interactive ads
b. television
c. magazines
d. direct mail
e. radio
The marketing strategy that targets potential customers based on specific occupation or
lifestyle is called micromarketing.
a. True
b. False
Listening to customers and using problem-solving skills to meet customer needs is
called advisory selling.
a. True
b. False
Data mining focuses on identifying relationships that are not obvious to the marketers.
a. True
b. False
Kenmore is a well–known brand of appliances sold exclusively by Sears. Kenmore is
best described as a(n) ____ brand.
a. Manufacturer’s
b. Generic
c. Captive
d. Individual
e. Equity
The _____ of demand is the percentage change in the quantity of a good or service
demanded divided by the percentage change in its price.
a. volume elasticity
b. competition sensitivity
c. price elasticity
d. volume sensitivity
Gold Star, a supermarket chain, runs print advertisements promoting best deals for
different products every week. This is an example of _____ advertising.
a. retail
b. associative
c. referenced
d. corporate
Kraft Mac & Cheese first hit the shelves in 1937 and remains a favorite product for
families. The product has undergone changes in formulation as well as packaging over
the years and Kraft recently reformulated the product so it does not contain any
artificial ingredients. Sales of Kraft Mac & Cheese in the familiar blue box continue to
be strong and help Kraft fund other products since it generates such a strong cash flow.
Kraft continues to invest in its Mac & Cheese brand through both research and
development as well as promotional activities. It’s likely that Kraft views Mac &
Cheese as a ______ according the BCG matrix.
a. star
b. cash cow
c. quotation mark
d. dog
Limited-line retailers that offer huge selections and low prices in single product lines
are called _____.
a. specialty stores
b. predatory retailers
c. category killers
d. convenience retailers
Porter’s Five Forces are potential new entrants, bargaining power of buyers, bargaining
power of suppliers, threat of substitute products, and rivalry among competitors.
a. True
b. False
Online marketing refers to marketing activities that connect buyers and sellers
electronically through interactive computer systems.
a. True
b. False
A product is generally regarded as a global brand if:
a. it is sold exclusively by a single retail chain worldwide.
b. it sells at least 20 percent outside its home country.
c. it can market its products with the same brand name in all its international markets.
d. it is easily recognized across the world by its unique trademark.
During which of the following stages of a new–product development process, ideas
with commercial potential are separated from those not meeting company objectives?
a. Idea generation
b. Business analysis
c. Screening
d. Test marketing
A third-party (contract) logistics firm is a company that specializes in handling logistics
activities for other firms.
a. True
b. False
Which of the following is true of celebrity testimonials?
a. The most effective celebrity testimonial ads use the most popular celebrity regardless
of his/her credibility as a message source.
b. The most effective celebrity testimonial ads link the celebrity and the advertised good
or service.
c. The most effective celebrity testimonial ads feature those celebrities who endorse the
most number of products.
d. The celebrity testimonial ads tend to be effective only when they are displayed in
print media.
You have just been promoted to vice president of marketing for your firm. Unlike your
predecessor, you believe the firm can increase its sales in a market by focusing on more
than one segment of the market. You recognize that doing this means your firm will
incur higher production costs. Based on this information, which of the following
targeting strategies are you advocating?
a. a concentrated targeting strategy
b. an undifferentiated targeting strategy
c. a broad-based targeting strategy
d. a differentiated targeting strategy
e. a heterogeneous targeting strategy
You are the project manager for this year’s planning process for your firm. Unlike in the
past, you intend to get input from a variety of stakeholders during the course of the
planning process. You are doing this because:
a. This will ensure that the planning process will be completed faster than in previous
years.
b. It will ensure that many ideas are considered and these stakeholders will become
advocates for the final plan.
c. Your company’s mission statement mandates that this approach be taken.
d. All stakeholders must approve the plan once it is finalized.
e. The plan will include responsibilities for all stakeholders.
