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Kendra is the office manager for a large legal firm and performs a variety of functions
for the office. She manages purchases of copying machines and printers and is
responsible for placing orders for supplies such as toner cartridges and paper. In
general, Kendra is solely responsible for making decisions about the brand of paper and
toner used in printers and copying machines. What is her role as part of the buying
center?
a. buyer
b. gatekeeper
c. user
d. influencer
A strategic alliance is defined as a partnership between a forprofit business and a
notforprofit organization.
a. True
b. False
Drew is a sales manager with Fastenal - an industrial distributor of supplies for
manufacturing, facility managers, and other industrial customers. He currently
supervises 7 people and is wondering the typical or optimal number of first-line sales
representatives that he should supervise. Based on the text, what do you recommend as
the optimal number for him to supervise?
a. 6
b. 5
c. 8
d. 10
Business marketers advertise primarily to announce new products and to attract
potential customers.
a. True
b. False
When making purchasing decisions, consumers will most likely choose products that
move them closer to their real self-images.
a. True
b. False
Buyers and sellers often set purchase terms through negotiated contracts for projects
that require extensive research and development.
a. True
b. False
Consumers with strong loyalties to certain products are more difficult to reach with
competitive advertising.
a. True
b. False
Eons.com is a website for baby boomers that allows members to find friends, share
experiences on various topics, and post photos and videos. It also provides information
on health, fitness, retirement and insurance, and access to various special interest
groups. Eons.com is an example of a _____.
a. blogging site
b. social news site
c. social networking site
d. microblog
Milk is an example of a convenience product.
a. True
b. False
The core values of American culture include work ethic and the desire to accumulate
wealth.
a. True
b. False
A food manufacturing company that has just entered into the market is trying to attract
potential customers through marketing strategies that are unconventional,
nontraditional, and extremely flexible. The company has a relatively small budget for
marketing its products. Which of the following marketing strategies is most likely being
used by this company?
a. Affinity marketing
b. Frequency marketing
c. Grassroots marketing
d. Viral marketing
Topix.net is a website that allows people to comment on news articles and report on
events occurring in their local communities. It also allows users to edit and rate the
topics of their choice. Topix.net can be grouped under which of the following social
media platforms?
a. Social blogging sites
b. Social networking sites
c. Online forums
d. Social news sites
Exporters who implement dual pricing policies can make profit by selling any product
in international markets.
a. True
b. False
_____ refers to the percentage of visitors to a website who make a purchase.
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
As head of marketing for Clarity Eyewear, you are focused on developing a
promotional campaign that provides information about the product's features. You are
also working to induce channel members to stock it. Unfortunately, the company is
experiencing some technical problems and financial losses related to the product.
Clarity Eyewear is most likely in which stage of the product lifecycle?
a. Growth
b. Maturity
c. Introductory
d. Decline
e. Research and Development
_____ is a segment of organizational market that consists of retailers and wholesalers
who purchase products for resale to others.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
To be successful at ebusiness, firms must establish and maintain competitive standards
for customer service.
a. True
b. False
Outboard motors that are sold in the United States primarily as recreational products
may be sold in a foreign country as basic transportation equipment. Such a practice is
an example of product adaptation.
a. True
b. False
The strategy of _____ refers to the introduction of new products into identifiable or
established markets.
a. market penetration
b. product positioning
c. market diversification
d. product development
According to Engel's laws, the percentage of income spent on food increases with
increased income.
a. True
b. False
In a SWOT analysis, marketers face a problem when environmental threats attack their
organization's weaknesses.
a. True
b. False
Providing technical and operational assistance is a significant part of missionary selling.
a. True
b. False
Which of the following holds true when notforprofit organizations are compared with
forprofit organizations?
a. Notforprofit organizations tend to focus their marketing on just one public—their
customers.
b. Notforprofit organizations often possess some degree of monopoly power in a given
geographical area.
c. Notforprofit organizations depend on strategic alliances with forprofits to provide
advertising and visibility.
d. A service user of a notforprofit organization may have more control over the
organization’s destiny than customers of a profitseeking firm.
When partners in a strategic alliance form a new business unit in which each takes an
ownership position, they have created a:
a. joint venture.
b. collusion organization.
c. development team.
d. merged organization.
Companies must broadly define their goals so they focus on fulfilling consumer needs
in order to avoid _____________.
a. Customer value destruction
b. Production era thinking
c. Risk taking
d. Marketing myopia
e. Unethical marketing
Researchers usually spend less time and money in gathering primary data compared to
secondary data.
a. True
b. False
State fair-trade laws were made invalid by the enactment of the Consumer Goods
Pricing Act of 1975.
a. True
b. False
Directing consumers to a specific landing page for a marketing campaign, rather than
the company’s home page first, helps potential consumers to participate in a
conversation with the marketers.
a. True
b. False
A market structure in which a single seller dominates trade in a good or service for
which buyers can find no close substitutes is called a(n) _____.
a. oligopoly
b. monopoly
c. monopsony
d. perfect market
Jesse often watches TV late at night and notices that many television commercials are
louder than the regular programming. He mentions this to a friend who's taking a
marketing class and she believes this phenomenon can be explained by the AIDA
concept. Which specific aspect of the AIDA concept is at work?
a. attention
b. interest
c. desire
d. action
Exchange control regulates international trade by controlling access to foreign
currencies.
a. True
b. False
Which of the following is true of using publicity as a promotional strategy?
a. Companies have to spend more for publicity than advertising or personal selling.
b. Companies have less control over whether the press publishes good or bad news.
c. Consumers tend to believe more in company-disseminated information than in
publicity-generated news.
d. Companies tend to view all kinds of publicity—good or bad—as profitable for the
company’s reputation and its brand equity.
Birky Trucking is a family-owned trucking company serving the agriculture industry in
the Midwest. They have a fleet of 8 trucks and establish contracts with individual
farmers or manufacturing companies who contract with farmers such as Libby's and
DelMonte. Birky Trucking does not offer their services to the general public and are
classified as _____ carriers.
a. contract
b. private
c. common
d. over-the-road
Adrienne has received her first solo assignment since she was hired as a junior
marketing researcher for a national food and beverage distributor. She has been asked to
formulate some preliminary ideas about new product development for coffee products
sold in the distributor’s on-premise consumption outlets. She understands that this
assignment is a test to see whether she knows the process. She decides to start with the
basics, adding a twenty-first-century twist. How will Adrienne begin the process of
formulating ideas about new product development?
a. Adrienne will include a customer questionnaire in a local bulk mail package asking
consumers about their coffee consumption habits and what kind of new coffee products
they would like to see.
b. Adrienne will send online coupons to customers who are Facebook friends or have
visited the company's website, and ask them to complete a brief online AIO lifestyle
survey that inquires about their activities, interests, and opinions.
c. Adrienne will telephone retail outlets in the company's core regions to ask whether
they have had any feedback from customers about what kinds of new coffee products
they would like.
d. Adrienne will mail a brief printed AIO lifestyle survey to retail outlets in their core
regions that inquires about customer activities, interests, and opinions. The survey will
be placed in customers’ bags along with their food purchases.
e. Adrienne will take a "man on the street" poll at the nearest retail outlet and process
the feedback from customers about their coffee consumption habits and what kinds of
coffee products they would like to see.
