When an individual producer sets a price for its product to earn a certain profit while
consumers search for the product at the lowest price available from any producer, this is
an example of:
A. separation in time.
B. discrepancy of quantity.
C. separation in values.
D. discrepancy of assortment.
E. spatial separation.
Answer:
For raw data to become useful to marketers, it must be:
A. stored in a data warehouse.
B. transformed into information and knowledge.
C. gathered from internal company sources.
D. gathered from external sources.
E. communicated to executives through a formal report.
Answer:
When moving into the market maturity stage of the product life cycle, a firm might be
able to obtain a competitive advantage:
A. with lower production costs.
B. by being more successful at promotion.
C. by having a slightly better product than competitors.
D. All of these alternatives are correct.
Answer:
Wendy’s continues to test possible new toppings for hamburgers, including grilled
mushrooms and provolone cheese. This suggests that Wendy’s is pursuing
_____________.
A. marketing myopia
B. mass marketing
C. product development
D. market development
E. diversification
Answer:
Monopolistic competition-which is typical in our market-directed economy-is caused
by:
A. manipulation of markets by business firms.
B. customer preferences.
C. consumers’ unwillingness to pay for differentiated products.
D. business preferences.
E. None of these cause monopolistic competition.
Answer:
Marketers segment broad markets into smaller target segments based on a variety of
____.
A. marketing grids
B. positioning maps
C. dimensions
D. qualifiers
E. data
Answer:
At least ________ percent of all freight shipped in the United States moves by trucks-at
least part of the way-from producer to user.
A. 20
B. 75
C. 15
D. 5
E. 10
Answer:
Customers are likely to be more price sensitive when:
A. the total expenditure is great.
B. they have to pay the bill themselves.
C. the end benefit isn’t very significant.
D. they haven’t yet spent any money related to the purchase.
E. All of these alternatives are correct.
Answer:
Missionary salespeople
A. work with customers to resolve problems that arise at the time of purchase.
B. work for producers calling on their intermediaries and their customers.
C. provide technical assistance to order-oriented salespeople.
D. work with customers to resolve problems that arise with a purchase, usually after the
purchase has been made.
E. provide information about products, explain company policies, and even negotiate
prices or diagnose technical problems.
Answer:
In Switzerland,
A. any advertisement targeted directly at children is banned.
B. political ads are limited on TV.
C. print ads must be identified so they are not confused with editorial matter.
D. competitive and comparative advertising is banned.
E. an advertiser cannot use an actor to represent a consumer.
Answer:
In an effort to increase its total sales, Champion has started exporting its spark plugs for
use by several German auto producers. Champion is pursuing a ______________
opportunity.
A. diversification
B. market penetration
C. product development
D. mass marketing
E. market development
Answer:
Which of the following statements about a market-directed economic system is True?
A. Consumers enjoy substantial freedom of choice.
B. Profit, growth and survival are guaranteed.
C. Government has no role.
D. There is very little interaction between producers and consumers.
Answer:
Which of the following statements explains why marketers use focus groups to conduct
research?
A. People may not feel free to express their honest thoughts in groups.
B. Some individuals may dominate group discussion.
C. 6 to 10 people provide feedback to marketing questions in a single event.
D. The results cannot be measured objectively.
E. Conclusions reached from a session usually vary depending on the viewpoint of the
researcher.
Answer:
Which of the following is NOT one of the basic promotion objectives discussed in the
text?
A. to inform
B. to remind
C. to manipulate
D. to persuade
E. All of these are promotion objectives.
Answer:
When Southwest Airlines sends an e-mail to frequent-flier customers offering a special
low price between selected cities if the plane ticket is purchased within the next four
days, this is an example of:
A. direct marketing.
B. integration.
C. publicity.
D. indirect-response promotion.
E. mass selling.
Answer:
Opinion leaders
A. for one subject are also usually opinion leaders for other subjects too.
B. are usually wealthier than their followers.
C. can really help a marketing mix by providing favorable word-of-mouth publicity.
D. are usually better educated than their followers.
E. None of these alternatives is correct.
Answer:
Which of the following sources of buying information is LEAST likely to be trusted by
customers?
A. Paid magazine ads
B. Brand websites
C. Personal recommendations
D. Search engine ad
E. Paid television ads
Answer:
Manufacturers’ agents:
A. don’t cost the producer anything until something sells.
B. aren’t very useful for introducing new products.
C. usually perform storing and transporting functions.
D. usually handle the competing lines of several manufacturers.
E. All of these alternatives are correct for manufacturers’ agents.
Answer:
When thinking about the product life cycle, a good manager knows that:
A. Sales and profits for individual brands always follow the same life cycle pattern as
industry sales and profits.
B. The only stage in which products are introduced is the market introduction stage.
C. All products will eventually earn a profit.
D. A product that is mature in one market may be in the growth stage in another
international market.
E. None of these alternatives is correct.
Answer:
If a small U.S. producer with limited financial resources and little marketing know-how
wants to sell its products in international markets, it should use:
A. an export commission house.
B. a factor.
C. an export agent.
D. a combination export manager.
E. an export broker.
Answer:
Hannah Spiritway works for a cable TV company in a large city. She handles telephone
calls from customers who are having problems with their cable service. Hannah is
A. a technical specialist.
B. a sales promotion specialist.
C. an order taker.
D. an order getter.
E. a customer service rep.
Answer:
Differentiation refers to the ______________ of the firm’s marketing mix to meet the
needs of the target market.
A. similarity
B. uniqueness
C. unsuitability
D. willingness
Answer:
Using airfreight instead of some other mode of transporting may result in:
A. lower packing costs.
B. lower total cost of distribution.
C. less damage in transit.
D. higher transporting costs.
E. All of these alternatives are correct.
Answer:
The marketing management process is the process of:
A. Planning marketing activities.
B. Implementing marketing plans.
C. Controlling marketing plans.
D. All of these.
Answer:
Jackson makes a contractual agreement with a car rental company to use a Chevy
Silverado pickup truck for a specified period of time during which he has to pay the
company a monthly fee over the course of that period. At the end of the specified
period, Jackson will have to return the vehicle to the company unless he decides to
purchase it. Which of the following policies is the car rental company employing in this
scenario?
A. Leasing
B. Everyday low pricing
C. Seasonal discounts
D. Quantity discounts
E. Installments
Answer:
Carefully set territories
A. can reduce travel time but increase costs.
B. can reduce confusion about who has responsibility for a set of sales tasks.
C. always include at least one metropolitan area.
D. always reduce the cost of sales calls.
E. can increase travel time while reducing costs.
Answer:
Using General Electric’s ‘strategic planning grid,” an opportunity rated “medium” in
terms of industry attractiveness and “medium” in terms of business strengths would be
evaluated as:
A. yellow-borderline.
B. red-for no growth.
C. green-for growth.
D. could be yellow, red, or green-because the grid really doesn’t deal with “medium”
ratings.
Answer:
Marketing
A. affects almost every aspect of our daily lives.
B. offers few exciting or rewarding career opportunities.
C. limits our choices of goods and services every day.
D. focuses an organization on being the first to market a new product.
Answer:
Compared to a warehouse, a DISTRIBUTION CENTER is:
A. designed to provide more efficient use of storage space.
B. concerned with eliminating the need for bulk-breaking.
C. designed to eliminate all storage.
D. set up to speed the flow of products toward the consumer.
E. a storage facility used by several intermediaries-to share costs.
Answer:
Two keys to improving service quality are:
A. training and empowerment.
B. JIT delivery and supply chain management.
C. appraisals and rewards.
D. monitoring and control.
E. positive and negative reinforcement.
Answer:
A __________ is a written statement of what a salesperson is expected to do.
A. Covering letter
B. Job description
C. Terms of employment
D. Conditions of service
E. Disclaimer
Answer:
Satisfaction with a firm’s marketing efforts can be roughly measured by
A. its profit.
B. the firm’s impact on the macro-marketing system.
C. the size of its target markets.
D. its marketing mix.
E. None of these are good measurements.
Answer:
A channel system in which the various members agree by contract to cooperate with
each other is called a(an) ______________ system.
A. multichannel distribution
B. contractual channel
C. traditional channel
D. administered channel
E. vertically integrated channel
Answer: