The terms “transportation” and “physical distribution” can be used interchangeably
because these terms carry the same meaning.
a. True
b. False
The nature of relationships between B2B marketers and their customers is similar to
that of firms that market products to consumers.
a. True
b. False
Mail surveys and telephonic interviews are the most common methods for conducting
primary research in developing countries.
a. True
b. False
Typical sources of internal company data are sales records, financial statements, and
marketing cost analyses.
a. True
b. False
Multinationals often employ huge foreign workforces relative to their American staffs.
a. True
b. False
Category managers are usually assisted by associates called
a. analysts
b. product managers
c. category specialists
d. category killers
The content for a social media marketing campaign is said to be effective if it:
a. focuses on promoting the company outright.
b. contains detailed information about competing product offerings in the market.
c. has a strong brand focus.
d. presents the SMM effort as a oneway conversation, much like traditional marketing.
The first step in the new–product development process is:
a. screening.
b. development.
c. idea generation.
d. business analysis.
You are worried about adding too high a markup to the watches you sell at your jewelry
store. To reduce this markup and still cover costs, you will focus on:
a. Increasing inventory turnover rate
b. Decreasing inventory turnover rate
c. Reducing the number of retail services you perform
d. Increasing the number of retail services you perform
e. Carefully judging the price that consumers are willing to pay for your jewelry.
The profit potential of a market area is an important factor influencing retail stores’
decisions regarding their target markets.
a. True
b. False
Paul is a sales representative at Midwest Mazda and recently sold a CX9 to Summer
and Brian for their growing family. Paul knows how important it is to reassure his
clients that they’ve made the right decision and usually calls his customers within 2-3
days of purchase to ask what they think so far and remind them of all the great features.
He provides lots of reassurance and wants his customers to know he cares about them
and values their business. Which of the following is a possible reason why Paul might
contact his customers and provide reassurance they made the right purchase decision?
a. Counter potential cognitive dissonance
b. Obtain referrals from the customer
c. Receive higher satisfaction scores on the post-purchase survey
d. Reduce subliminal perceptions
The New York Times offers its business advertisers the opportunity to receive a reduced
rate on a ______ ad, a small strip message which is placed in a high visibility area of
their website if they also place display advertisements in the physical newspaper.
a. banner
b. popup
c. preroll
d. stream
The supply side of the pricing equation focuses on revenue curves.
a. True
b. False
Zach is a sports enthusiast and enjoys staying fit by participating in a CrossFit program,
playing basketball and soccer. He has been a loyal customer of Eastbay.com and when
he signsin to his account, Eastbay offers suggestions on new products that Zach might
like based upon his purchasing history. The ability of the Eastbay.com web store to
offer product suggestions based on Zach’s purchasing history is known as the _______
benefit of B2C emarketing.
a. personalized service
b. convenience
c. competitive pricing
d. shopbots
Dali stationery and office supplies is a market leader in China. The company wants to
expand its business and is setting up retail chains in other Asian countries. Which of the
following new–product development strategies is being used by the company in the
above scenario?
a. Market development strategy
b. Market penetration strategy
c. Product development strategy
d. Product diversification strategy
The data obtained from government records and industry publications can be classified
as external data.
a. True
b. False
Which of the following refers to a platform where a host or writer posts information or
opinions on various topics and followers may respond?
a. An application
b. A social news site
c. A bookmark
d. A blogging site
A direct channel is the simplest and shortest marketing channel, but most channels
involve at least one intermediary. Which statement below describes a marketing
intermediary?
a. Intermediaries develop networks of independent representatives who sell directly to
consumers.
b. Wholesalers and retailers are both marketing intermediaries.
c. Marketing intermediaries do not take title to the goods they handle.
d. Service firms market primarily through long intermediary channels.
e. Marketing through an intermediary is usually inefficient, expensive, and
time-consuming.
A(n) _____ is software that enables users to communicate with each other online.
a. bookmarking site
b. social media analytics
c. online forum
d. social media tool
You are a rising star in the purchasing department at your company and you have
recently been promoted to manager of business services procurement. As your title
suggests, you will be responsible for purchasing business services for your firm.
Required:
Which of the following statements is true regarding your new role?
a. You will be purchasing raw materials.
b. You will be purchasing MRO supplies.
c. You will be purchasing component parts.
d. You will be purchasing janitorial services.
e. You will be purchasing process materials.
In the case of convenience stores, customers usually compare prices, assortments, and
quality levels at competing outlets before making purchase decisions.
a. True
b. False
Full-cost pricing allows the marketer to recover all costs plus the amount added as a
profit margin.
a. True
b. False
If a company such as J.B. Trucking wanted to avoid marketing myopia, it should define
its business as:
a. a provider of transportation solutions.
b. a trucking company.
c. a materials handling company.
d. a freight hauling firm.
A retail establishment that carries a wide variety of product lines, stocking all of them
in some depth is referred to as a _____.
a. rack jobber
b. category killer
c. specialty store
d. general merchandise retailer
Cross-selling services and products to existing customers is less expensive than trying
to find new customers for the same services.
a. True
b. False
Poor service or poor delivery performance by a current supplier can provoke a modified
rebuy decision from the customer.
a. True
b. False
The organization, Mothers Against Drunk Driving sponsored an advertising campaign
showing actual photos of automobiles that had been involved in accidents related to
drunk driving and encouraged consumers to use a designated driver so they could avoid
a similar accident. This type of campaign is known as a(n) _____ appeal.
a. fear
b. humorous
c. sex-based
d. non-profit
A bonus pack is an item given free or at a reduced cost with purchases of other
products.
a. True
b. False
Brandon recently completed law school, passed the bar exam and began working for a
prestigious law firm in Dallas, TX. The firm has a strict dress code and Brandon is
required to wear business suits, dress shirts, ties, and dress shoes. He is investing in a
new wardrobe and visited Men’s Discount Warehouse to purchase new clothes. He
shared his situation with Tim, his sales representative and Tim told him that if he
bought 2 suits, he would receive 2 dress shirts, 3 ties and 2 pairs of socks for free.
Which of the following statements is TRUE regarding this example?
a. Promotions such as this are legal when differences in price reflect cost differentials
b. The Robinson-Patman Act prohibits this activity as it would be considered price
discrimination
c. Retailers are restricted from using bundled pricing
d. This practice would likely drive competitors out of business
The main factors involved in determining a product’s markup are the inventory turnover
rate and the services performed by the retailer.
a. True
b. False
One of the advantages of guerrilla marketing is its ability to reach a wide audience.
a. True
b. False
Frito Lay is owned by Pepsi and has a variety of billion dollar brands such as Doritos,
Cheetos, Lays, and Ruffles. These famous snack brands are available in a wide variety
of sizes at almost every store location and vending center – from gas stations, to dollar
stores, grocery stores, drug stores and super centers. Which level of distribution
intensity does Frito Lay utilize?
a. intensive
b. exclusive
c. selective
d. cooperative
Which of the following methods involves observing a customer or group of customers
in their natural settings and then evaluating their behavior based on an understanding of
social and cultural characteristics of that setting?
a. Test marketing
b. Interpretative research
c. Controlled experiment
d. Focus group
Relationship building in marketing starts with excellent customer service after
purchase.
a. True
b. False