Quality, service, and price are three important components of _____________.
a. evaluative criteria
b. business ethics
c. buying centers
d. customer service
Which of the following is true when choosing a marketing channel?
a. The more standardized a product is, the longer its distribution channel can be,
although the greater number of intermediaries that can be involved will drive up costs.
b. The less standardized a product is, the longer its distribution channel can be, although
the greater number of intermediaries that can be involved will drive up costs.
c. The less standardized a product is, the longer its distribution channel can be and the
greater the number of intermediaries that can be involved without driving up costs.
d. The more standardized a product is, the longer its distribution channel can be and the
greater the number of intermediaries that can be involved without driving up costs.
Text messages of unlimited characters sent to and from cell phones with images, videos,
ringtones, and other multimedia attached are called ____________ texts.
a. short message service (SMS)
b. multimedia messaging service (MMS)
c. mobile website (MOBI and WAP website)
d. smartphone applications (apps)
Blogs with strict post length limits are called ___________.
a. microblogs
b. forums
c. podcasts
d. micromedia
When a seller establishes a series of prices for a type of merchandise, a purchase
agreement is violated.
a. True
b. False
Print advertising does not involve using the Internet.
a. True
b. False
Which of the following is true about the use of social media in promotion?
a. It seeks to convert an existing need into a want or to stimulate interest in a new
product.
b. It is designed to stimulate a purchase or an action.
c. It becomes the main promotion goal when the product enters the growth stage of its
life cycle.
d. It aims to form relationships with customers and potential customers.
Which marketing philosophy could most help a company outperform its competitors in
today’s marketplace?
a. A production orientation
b. A sales orientation
c. A market orientation
d. A societal marketing orientation
Persuasive labeling is designed to help consumers make proper product selections and
lower their cognitive dissonance after the purchase.
a. True
b. False
A trade discount is a payment to a dealer for promoting the manufacturer’s products.
a. True
b. False
Which of the following statements is correct about BRICS?
a. Outside of China, the brightest light among the BRICS is India.
b. India is more dependent on exports than other BRICS country.
c. Politics do not play a role in the development of BRICS.
d. China is not one of the BRICS countries.
A difference between informational labeling and persuasive labeling is that
informational labeling:
a. focuses on a promotional theme or logo rather than on consumer information.
b. increases a consumer’s cognitive dissonance after a purchase.
c. helps a consumer make proper product selections when making a purchase.
d. gives an impression of environmental friendliness to a product.
A concentrated targeting strategy differs from an undifferentiated targeting strategy in
that a concentrated targeting strategy:
a. results in cannibalization of products.
b. involves the selection of a market niche to target the marketing efforts of a firm.
c. views the market as one big market with no individual segments.
d. reduces the production and marketing costs of a firm.
Which of the following statements is true of effective strategic planning?
a. Subordinates must persuade the management to accept their demands.
b. Managers should challenge assumptions about the firm and the environment.
c. Sound strategic planning is based on a trialanderror method of execution.
d. Strategic planning should be an annual exercise on a day specially designated for it.
_____ refers to the phenomenon in which a small increase or decrease in consumer
demand can produce a much larger change in demand for the facilities and equipment
needed to make the consumer product.
a. The multiplier effect
b. Reciprocity
c. Fluctuating demand
d. Inelastic demand
Marketers can analyze a consumer’s selfconcept to anticipate their buying behavior.
Selfconcept combines the ideal selfimage and the real selfimage.
a. True
b. False
Which type of retailer generally has a mediumtobroad product assortment, while the
others typically have a broad product assortment?
a. Department stores
b. Warehouse clubs
c. Supermarkets
d. Fullline discount stores
Paulette goes to an appliance store to purchase a refrigerator. After comparing the
technical features, prices, and durability of the various brands of refrigerators available,
she purchases the cheapest and smallest in size. In this case, Paulette has purchased a
_____.
a. shopping product
b. business product
c. specialty product
d. convenience product
Patronageoriented pricing focuses on maximizing the surplus of income over costs.
a. True
b. False
How do retailers respond to customers who “showroom” and just visit a physical retail
store to examine product features or quality firsthand before eventually making the
purchase online?
a. They increase the amount of stock kept on hand.
b. They rent or lease much larger spaces in prominent locations.
c. They ramp up their fulfillment capabilities at distribution centers.
d. They reject the strategy of retail channel omnification.
People who buy a competitor’s product most or all of the time are price buyers.
a. True
b. False
Which of the following is NOT a criterion used to evaluate an advertising appeal?
a. Believability
b. Exclusiveness
c. Extravagant claims
d. Desirability
The technology involved in RFID (Radio Frequency Identification) has traditionally
been used to ______.
a. track items that customers pick up during the course of their shopping
b. manage inventory prior to items reaching the sales floor
c. create instant promotion for the specific item in a customer’s hand
d. conduct market surveys to help redistribution across geographies
A price reduction offered to buyers who purchase product in multiple units or above a
specified dollar amount is termed a ______ discount.
a. trade
b. cash
c. seasonal
d. quantity
Which of the following is the process that turns a marketing plan into action
assignments and ensures that these assignments are executed in a way that
accomplishes the plan’s objectives?
a. Implementation
b. Evaluation
c. Control
d. Marketing audit
In which way does the concept of product life cycle (PLC) help marketing managers?
a. It tells managers the length of a product’s life cycle.
b. It helps marketers forecast future events and suggest appropriate strategies.
c. It dictates the marketing strategy to be used for a product.
d. It informs marketers about the duration of a product in the various stages of its life
cycle.
Alex purchased a batteryoperated drill. Due to a manufacturing defect, the drill
overheated and exploded when he used it for the first time. Alex lodged a complaint
against the firm that manufactured the drill with the Consumer Product Safety
Commission (CPSC). Given the situation, which of the following is most likely to
happen?
a. The CPSC can fine the offending firm up to $500,000.
b. The CPSC will reduce the prices of the drills of the offending firm in the market.
c. The CPSC will introduce changes to the drills of the offending firm in the market.
d. The CPSC has no power to sentence the officers involved in the case.
Which of the following refers to adding additional products to an existing product line
to compete more broadly in the industry?
a. Product line extension
b. Product modification
c. Repositioning
d. Planned obsolescence
The aphorism “hurry up and wait” is often cited as a characteristic of marketing to
__________.
a. government agencies
b. producers
c. resellers
d. institutions
Unlike supermarkets, convenience stores:
a. charge lower prices.
b. carry a much more limited line of highturnover convenience goods.
c. enable customers to shop without visiting a physical store location.
d. offer no service to customers.
King’s Crown, a beverage company, has launched a new energy drink. It sponsors a
marathon in the city as part of its promotional strategy. It also issues a press release
about the sponsorship and persuades media reporters of different newspapers to print it.
King’s Crown is generating _____.
a. a marketing mix
b. loyalty
c. a sales response
d. publicity