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The ways in which connected consumers exchange goods and services with each other
through a digital marketplace, such as Craigslist, is called ______.
a. etailing
b. the sharing economy
c. microtargeting
d. social shopping
The key characteristic distinguishing business products from consumer products is their
intended use, not their physical form.
a. True
b. False
When predicting or explaining the rate of acceptance and diffusion of a new product,
the degree to which it can be sampled on a limited basis is its ______.
a. compatibility
b. trialability
c. observability
d. complexity
When making ethical decisions, the more likely an action will result in a harmful
outcome, the less likely that marketers will recognize a problem as unethical.
a. True
b. False
Riya saw a box of collector’s edition comic books at Fournotts, a retail corporation.
Each comic was priced at $28.50. A friend of hers who bought five books was required
to pay only $19.99 per book. Riya bought just one book and received no discount.
Fournotts’ revenue from Riya’s and her friend’s combined purchases was _____.
a. $158.51
b. $19.99
c. $28.50
d. $128.45
Which of the following are independent and not associated with the marketing efforts of
any particular company or brand?
a. Marketing communications
b. Professional blogs
c. Social media campaigns
d. Noncorporate blogs
Identify the situation(s) in which a productionoriented firm can survive or prosper in the
market place.
a. When competition is weak
b. When demand exceeds supply
c. When competition is strong
d. When supply exceeds demand
During the maturity stage of the product life cycle, new users can be added indefinitely.
a. True
b. False
Customers perceive highquality products that are sold at high prices to be a good value.
a. True
b. False
Which of the following refers to the websites that allow individuals to connect—or
network—with friends, peers, and business associates?
a. Social networking sites
b. Media sharing sites
c. Social news sites
d. Review sites
Which term refers to the production of uniform products that can be sold the same way
all over the world?
a. Global marketing standardization
b. Inshoring
c. Outsourcing
d. Global marketing differentiation
A current sales practice that involves building, maintaining, and enhancing interactions
with customers in order to develop longterm satisfaction through mutually beneficial
partnerships is called _____________ selling.
a. pricebased
b. consultative
c. discount
d. persuasive
NutriOats, an oatmeal cookie product, has been in the market for more than seven years
and is now in its decline stage. In this case, which of the following strategies would be
successful in marketing NutriOats?
a. Lengthen the product line.
b. Focus on adding new users.
c. Spend heavily on advertising to educate consumers about the product’s benefits.
d. Eliminate all nonessential marketing expenses and let sales decline.
Which of the following statements is true of culture?
a. It cannot be learned.
b. It influences individuals in a way that they are completely aware of its values.
c. It encompasses all the things that consumers do without conscious choice.
d. It is static and does not change.
Within the context of the marketing plan, implementation involves:
a. allocating resources.
b. identifying market segments.
c. defining the business mission.
d. assessing internal capabilities of a firm.
Buzz is a social media metric based on:
a. the number of comments, ratings, social bookmarks, subscriptions, page views,
uploads, downloads, embeds, retweets, Facebook posts, and pins.
b. the volume of consumer comments generated for a brand on posts and impressions,
by social channel, by stage in the purchase channel, by season, and by time of day.
c. the number of likes, fans, followers, and friends; growth rates; rate of virality or pass
along; and change in pass along over time.
d. media mentions, influences of bloggers reached, influences of customers reached,
and seconddegree reach based on social graphs.
Which of the following is correct about frame error?
a. It is an error that occurs when a sample drawn from a population is similar to the
target population.
b. It is an error that occurs when the selected sample is an imperfect representation of
the overall population.
c. It is an error that occurs when a sample drawn from a population differs from the
target population.
d. It is an error that occurs when there is a difference between the information desired
by the researcher and the information provided by the measurement process.
Which of the following represents the thinking behind offprice retailers?
a. They sell items from a fullline discount stock to customers who are drawn in
primarily by the food on sale.
b. They sell overruns, irregular merchandise, and/or overstocks purchased from
manufacturers at or below cost.
c. They turn customers into suppliers by buying back preowned items from customers
and reselling to different customers.
d. They offer a nearly complete selection of merchandise within a single category and
use selfservice, discount prices, high volume, and high turnover to their advantage.
When a firm believes that the sale of a product depends on the decision of the customer
rather than on aggressive sales techniques, then the firm is said to be ______ oriented.
a. production
b. sales
c. market
d. societal
Corporations often use advocacy advertising to express their views on controversial
issues.
a. True
b. False
A detailed numbering system developed by the United States, Canada, and Mexico to
classify North American business establishments by their main production processes is
the NAKES system. See 75: The North American Industry Classification System.
a. True
b. False
Henry, a travel consultant, treats his customers with respect and helps them with the
vast knowledge that has earned him a good reputation. However, he is not as skilled in
giving individual attention to customers or in anticipating and understanding their
priorities. Henry scores ______.
a. high on assurance but low on empathy
b. low on both assurance and empathy
c. high on both assurance and empathy
d. low on assurance but high on empathy
Which of the following statements is true of relationship marketing?
a. For many suppliers, retaining their current customers has become a secondary focus
in relationship marketing.
b. Business suppliers use social networking sites sparingly as these sites discourage
businesses from shopping for all their needs.
c. Loyal customers are less profitable than those who are price sensitive and perceive no
difference among brands or suppliers.
d. Relationship marketing has become more important than before because competition
has become more intense.
Pride Apparel is a firm that designs and manufactures women’s clothing and
accessories. It sells its merchandise to retailers without further involvement. Given this
information, which of the following statements is true of Pride?
a. Its retailers convince consumers to buy Pride’s products.
b. It uses a pull strategy to sell its merchandise.
c. It uses introductory consumer advertising as part of its strategy.
d. It focuses its promotional efforts on end consumers or opinion leaders.
In designing an effective social media plan, which of the following actions will you
perform once you have identified the target audience and selected the tools and
platforms?
a. Set objectives that can be specifically accomplished through social media.
b. Examine trends and best practices in the industry.
c. Listen to customers and understand their expectations.
d. Make changes to the implemented campaign based on consumer response.
A desirable, exclusive, and believable advertising appeal selected as the theme for a
campaign is called:
a. the unique selling proposition.
b. the advertising objective.
c. an advertising plan
d. competitive advertising.
Which statement is true of gender segmentation in the United States?
a. Women are increasingly part of formerly allmale markets.
b. Women are not an experienced purchasing group, unlike men.
c. Men make 70 to 80 percent of purchases of consumer goods each year.
d. Men tend to be more deliberate than women and to take longer to make investment
decisions.
_____ is a business structure of interdependent organizations that reaches from the
point of production to the consumer and facilitates the downstream physical movement
of goods through the supply chain.
a. A market grouping
b. A common trade alliance
c. Retailer monopoly
d. A marketing channel
A firm that starts with a global strategy is better able to develop products that are
marketable worldwide.
a. True
b. False
The imbalance between actual and desired states is sometimes referred to as:
a. need recognition.
b. an evoked set.
c. the got–want gap.
d. the want–got gap.
_____ is the largest Latin American trade agreement, and it includes Argentina, Bolivia,
Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela.
a. Mercosur
b. General Agreement on Tariffs and Trade (GATT)
c. The Uruguay Round
d. The North American Free Trade Agreement (NAFTA)
