The most basic principles of marketing ethics are:
a. philanthropic responsibilities.
b. economic responsibilities.
c. not determined by stakeholders.
d. written as laws and regulations.
e. determined only by stakeholders.
Someone who generates his or her own media outlets, such as podcasts and blogs, is
known as a Creator.
a. True
b. False
The application of mechanical and human efforts to either people or objects to provide
intangible benefits to customers is known as a(n):
a. issue.
b. experience.
c. idea.
d. good.
e. service.
______is a characteristic of online media that provides linkages between information
providers or marketers and users or customers.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
Sara is concerned about the effectiveness of Magnum Inc.’s promotional messages, and
is seeking an approach with immediate feedback. Sara is most likely to achieve this
through:
a. television advertising.
b. newspaper advertising.
c. public relations.
d. sales promotion.
e. personal selling.
Information is a crucial component in operating supply chains efficiently and
effectively.
a. True
b. False
Personal computers and cellular phones are technological revolutions.
a. True
b. False
Martin owns and operates a wholesale hardware business that supplies small hardware
parts to various manufacturers in the area. He takes title to the hardware and assumes
all risks associated with ownership. Martin is a _____.
a. commission merchant
b. merchant wholesaler
c. wholesaler agent
d. broker
e. sales branch
Saresh is the owner of Change-ezz, a salon specializing in hair cutting and hair styling.
Lately, Saresh has been trying to improve the quality of service provided by
Change-eez. However, he has been experiencing difficulties in finding ways to
systematize and control the salon’s quality of operations. Saresh’s inability to
standardize his salon’s service best illustrates the___________feature of the service.
a. intangibility
b. inseparability
c. perishability
d. heterogeneity
e. marketability
Mattel views the toy market as composed of four age groups, each with different needs
and desires. Mattel is using a(n) targeting strategy for its groups, which are known as .
a. undifferentiated market; market segments
b. undifferentiated market; heterogeneous
c. differentiated; market segments
d. differentiated; the marketing mix
e. concentrated market; heterogeneous
When Coach, the producer of fine leather handbags and accessories, decided to open its
own specialty shops to sell its merchandise, and its own retail outlet stores, the firm was
engaging in:
a. multiple channel repetition. b. vertical channel integration. c. dual channel
integration.
d. horizontal channel integration. e. channel expansion.
Hereditary characteristics combined with personal experiences that together make an
individual unique, form one’s:
a. self-concept.
b. patronage motive.
c. physiological need.
d. personality.
e. lifestyle.
The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for
Darnell Insurance in June. For its efforts this month, the agency “traditionally” would
receive in compensation from the two media.
a. $2,500
b. $10,000
c. $1,000
d. $5,500
e. $3,000