Which of the following is an example of a geographic variable?
A) lifestyle
B) race
C) religion
D) climate
Which of the following pricing objectives is useful only when the product has a
monopoly or near monopoly position so that the market will produce the needed sales
volume at the price set?
A) penetration pricing
B) skimming
C) investment pricing
D) competitive pricing
In the services industry, marketing success often leads to success in the marketplace
because:
A) there are often few objective measures to compare competitors.
B) there are often few other areas where company can spend.
C) the rivalry is limited in the service industry.
D) most of the services are sold without employing many salespeople.
When holding costs and price elasticity are high, the manager should use:
A) trade deals.
B) rebates.
C) sweepstakes.
D) couponing.
Identify the correct formula for the calculation of price elasticity of demand.
A) E = percent change in price/percent change in demand
B) E = percent change in demand/percent change in price
C) E = percent change in demand/percent change in supply
D) E = percent change in supply/percent change in demand
Which of the following is most likely to be used for measuring customer satisfaction
levels?
A) critical path method
B) five point scale
C) fishbone diagram
D) program evaluation and review technique
A few customers cost more to serve than the revenues they generate. Identify the most
appropriate way to handle these customers.
A) Attempt to turn away the unprofitable customers.
B) Provide services at a discounted rate to these customers.
C) Avail preferential treatment to these customers.
D) Design specific marketing messages for these customers.
Price variations within a product category are called:
A) price slots.
B) price ranges.
C) price groups.
D) price bands.
A particularly important purpose of retail-oriented promotions is:
A) to create awareness about the product.
B) to obtain feedback about the product from the customers.
C) to gain or maintain distribution.
D) to identify additional features required to improve the product.
Which of the following is a component of brand equity?
A) product cost
B) profit margin
C) perceived quality
D) sales volume
Industries with ________ significant competitors offer the best potential for using game
theory.
A) ten or more
B) two or fewer
C) five or more
D) four or fewer
Which of the following types of coupon appears on the actual pages of newspapers
rather than being inserted as a separate page or section?
A) cross-ruffs coupon
B) in-ad coupons
C) free-standing inserts
D) on-package coupons
The salesperson needs to understand both his or her superior’s expectations and the kind
of selling that is necessary to be successful. This knowledge is called:
A) role perception.
B) role reversal.
C) role acceptance.
D) role requirements.
Organizational marketing refers to:
A) explaining the importance of marketing to all the departments in the organization.
B) marketing a product or service to another organization.
C) allowing customers to contact any member of the organization for any assistance.
D) creating the corporate strategy based on a marketing plan.
At which of the following levels of competition must the marketer convince customers
that the product form is the best in the product category?
A) product form competition
B) product category competition
C) generic competition
D) budget competition
NikeID allows customers to build their own shoes and select the colors for just about
every area of the shoe. This is an example of:
A) differential marketing.
B) one-to-one marketing.
C) niche marketing.
D) demographic marketing.