Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state
university that her job is to call on doctors and explain the benefits of new prescription
drugs that her firm develops. Daphne would call herself a(n):
a. technical salesperson.
b. missionary salesperson.
c. order taker.
d. order getter.
e. trade salesperson.
Marketers may use brand names that have absolutely no meaning to avoid negative
connotations.
a. True
b. False
The education a student derives from attending a class is an example of intangibility of
services.
a. True
b. False
The group of people within a business who are involved in making business purchasing
decisions is referred to as the:
a. new-task team.
b. negotiators.
c. purchasing agents.
d. assessment group.
e. buying center.
Which of the following is a personal informal exchange of communication that
customers share with one another about products, brands, and companies?
a. Guerilla marketing
b. Word-of-mouth communication
c. Product placement
d. Embedded communication
e. Conversational promotion
Intermediaries owned by manufacturers that sell products and provide support services
to the manufacturers’ sales forces are known as _____.
a. manufacturers’ agents
b. sales branches
c. selling agents
d. sales offices
e. commission merchants
To satisfy customers’ objectives as well as its own, a company must coordinate all its
activities.
a. True
b. False
Firms that link the purchase of their product to philanthropic efforts practice
cause-related marketing.
a. True
b. False
Interior atmospheric elements include the appearance of the storefront, display
windows, store entrances, and degree of traffic congestion.
a. True
b. False
Kelsey thinks she will be able to get the highest quality of responses regarding the
product features from consumers through personal interviews. She decides to conduct
her interviews at_____because this is the most common location for personal
interviews.
a. a shopping mall
b. a respondent’s home
c. an interviewer’s home
d. a respondent’s office
e. a city park
Providers of services must deal with the challenge of balancing supply and demand and
plan for times of peak and off-peak demand. Which of the following characteristics of
services creates these challenges?
a. Inseparability
b. Customer contact
c. Perishability
d. Heterogeneity
e. Intangibility
Buying behavior refers to the decision processes and acts of people involved in buying
and using products.
a. True
b. False
To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods
bought out a small chain of organic food stores in northern Virginia. This type of
integration is known as_________channel integration.
a. vertical
b. retail
c. horizontal
d. backward
e. forward
For an exchange to occur, it should provide a benefit or satisfaction to both parties
involved in the transaction.
a. True
b. False
The three most widely recognized types of consumer decision making are:
a. limited decision making, extended decision making, and routinized response
behavior.
b. extended decision making, enduring decision making, and situational decision
making.
c. planned decision making, impulse buying, and limited decision making.
d. internal decision making, external decision making, situational behavior.
e. responsive behavior, planned behavior, and impulsive decision making.
A change in the minimum drinking age in any given state illustrates a change in the for
Miller Brewing.
a. marketing mix
b. marketing environment
c. marketing concept
d. marketing task
e. product concept
Reciprocal dealing is widespread because it is one of the few avenues not regulated by
the FTC, and it facilitates optimal purchases.
a. True
b. False