TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around
25 countries. The company is looking for a website that will allow it to communicate
with its employees worldwide. The website should also enable the employees to access
details regarding the new products, their functionality, and their availability in the store.
Which of the following will best suit this purpose?
a. Private exchange
b. Extranet
c. Electronic storefront
d. Intranet
A2Z Microchips depends largely on outbound telemarketing for product promotion.
Recently the organization was able to weed out busy signals and voice mail systems of
its customers which doubled the number of calls made by its sales personnel. Which of
the following technologies is A2Z using?
a. Predictive dialers
b. Autodialers
c. Random-digit-dialers
d. Toll-free dialers
Married couples enter the “empty nest” stage once their children start living on their
own.
a. True
b. False
You work for a cell phone company, and for the last three years, the Elixir has been
performing well. Many times, your marketing team has been able to revive the product
and increase consumer demand. This time around, you are hesitant to invest any more
resources into marketing the phone; however, you see some value in at least developing
a campaign that reflects reminder advertising.
At which stage in the product life cycle is the Elixir?
a. decline stage
b. growth stage
c. concept stage
d. maturity stage
e. introductory stage
DigiSmart, a manufacturer of electronic goods in Canada, has moved its manufacturing
operations to Costa Rica. This move has helped the company to reduce its production
costs and also allowed it to focus on the product design and research activities that lead
to new products. The movement of business in this case is an example of _____.
a. leasing
b. offshoring
c. inshoring
d. global integration
The purpose of test marketing new–product offerings is to:
a. separate ideas with commercial potential from those that will not meet company
objectives.
b. subject the product idea to additional study prior to its actual development.
c. verify that the product will perform well in a real–life environment.
d. evaluate the compatibility of the product with organizational resources.
Developing the best strategies for social media marketing requires a thorough
understanding of the target audience.
a. True
b. False
The consumer decision process does not apply to low-involvement purchases.
a. True
b. False
Kurt Lewin’s theory of consumer behavior asserts that consumer behavior is a function
of personal factors and their interaction with:
a. perceptual forces.
b. learning.
c. innate attitudes.
d. interpersonal influences.
A(n) _____ is an electronic identification that allows legal contracts such as home
mortgages and insurance policies to be executed online.
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
Indigo Ltd. wanted to increase its customers by applying the marketing concept. Which
of the following would be an appropriate way to apply this approach?
a. Maximize production of goods
b. Focus on meeting the needs of the consumers
c. Offer more product variety than competitors
d. Produce high quality goods
Texas Instruments produces electronic chips used in a variety of devices, from cell
phones to hand calculators. The specifications of the chips change depending on the
final product in which they are utilized. The company is most likely to segment its
customers based on:
a. end-use application.
b. purchase category.
c. psychographic characteristics.
d. demographic characteristics.
The challenge for those who compete on value is to convince customers that low-priced
brands offer quality comparable to that of a higher-priced product.
a. True
b. False
Typically, bread and dairy products are delivered to stores by wholesale intermediaries
called:
a. drop shippers.
b. rack jobbers.
c. truck wholesalers.
d. clearing agents.
Organic Hair Care Inc. markets a brand of shampoo and a brand of conditioner. The
firm is now adding several new sizes of each brand. This means OHC is changing its
product mix _____.
a. Depth
b. Length
c. Width
d. Breadth
e. Depth and breadth
A technology company that makes computers for professional use is trying to segment
its customers. The company asked some professional computer users to evaluate the
importance of various computer attributes that influence their purchase decisions and
then used this data to segment the consumers based on similar response patterns. This is
an example of segmentation by:
a. brand loyalty.
b. usage rates.
c. expenditure pattern.
d. benefits sought.
Manufacturers control marketing and distribution of their products while selling them
through an export-trading company.
a. True
b. False
Which of the following is a form of intermodal coordination where motor carriers
deliver shipments to air carriers who transport them between airports, and then turn
them over to motor carriers for local delivery?
a. Fishyback service
b. Piggyback service
c. Horseback service
d. Birdyback service
Jamal is the marketing director of a third party logistics firm operating in the United
States. Jamal and his team recently engaged in ________ to determine the company’s
primary objectives over the next three years and identified specific actions that the
company would initiate to achieve the objectives.
a. strategic planning
b. tactical planning
c. operations planning
d. nearterm planning
Which of the following racial/ethnic minority groups is an attractive target for
marketers because of their fastest-growing income?
a. Hispanics
b. Native Americans
c. African Americans
d. Asian Americans
A firm that chooses to target potential customers by zip code, specific occupation, or
even lifestyle is said to be practicing:
a. mass marketing.
b. hypermarketing.
c. micromarketing.
d. undifferentiated marketing.
The imbalance among a person’s knowledge, beliefs, and attitudes that occurs after an
action or decision is called _____.
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 industries is most likely to be served by a limited-function
wholesaler?
a. Oil industry
b. Petrochemical industry
c. Sporting goods industry
d. Aviation industry
Decisions involving transportation, warehousing, inventory control, and order
processing relate to the _____ strategy component.
a. pricing
b. competitive
c. product
d. distribution
According to the textbook, the U.S. service sector accounts for nearly _____ percent of
the economy as the country shifts from a goods-producing economy to a
service-producing economy.
a. 80
b. 60
c. 40
d. 90
Which of the following distribution strategies seeks to distribute a product through a
limited number of channels?
a. Discriminative distribution
b. Associative distribution
c. Selective distribution
d. Intensive distribution
Indicate one or more answer choices that best complete the statement or answer the
question.
If advertisements are used for installations, they emphasize the company’s reputation
and direct potential buyers to contact local sales representatives.
a. True
b. False
Sam works for a small IT management company. He is responsible for replenishing the
supply of office stationery. Every week he makes an inventory of the required items and
gets them. Using the business products classification system, which of the following is
most likely to be true of Sam’s purchases?
a. Sam’s purchases are influenced solely by the quality of the products.
b. Sam plans extensively for his purchases.
c. Sam’s purchases tend to be infrequent.
d. Sam’s purchases are highly influenced by the prices of the products.
The customers of a national bank recently received emails from a fake email address
asking them to make a phone call to a number mentioned in the email and provide
information regarding their account numbers, recent transactions, and online passwords.
The email informed them that it was a check being conducted by the bank to update
their personal information. This is an example of:
a. phishing.
b. search marketing.
c. vishing.
d. data mining.
A(n) _____ is a software that enables users to communicate with each other online.
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