Rob Donaldson runs a successful wholesale business that sells equipment to restaurants
throughout the Midwest.
He is considering purchasing his own fleet of trucks to deliver the equipment instead of
relying on a shipper as he is currently doing. This most closely represents a decision
about:
a. which market he should target.
b. the best way to distribute his products.
c. how to effectively promote his business.
d. the product he provides to his customer.
e. which supplier he should use.
Effective motivation of a sales force is best achieved through:
a. annual retreats at resort locations open to families.
b. emphasizing sales force objectives and their connection to compensation.
c. an organized set of activities performed continuously.
d. motivation meetings when sales have declined.
e. daily pep talks before the sales force makes sales calls.
Twin-packs and six-packs are examples of .
a. family packaging
b. group packaging
c. package bundling
d. family branding
e. multiple packaging
A product that has more features than those of its competition, or that is perceived to be
of higher quality, warrants using:
a. custom pricing.
b. special-event pricing.
c. premium pricing
d. price lining.
e. bait pricing.
If Kroger Food Stores advertises 2-liter bottles of Pepsi for 89 cents to generate store
traffic that will purchase other items at regular prices, the grocer is using:
a. reference pricing.
b. a price leader.
c. special-event pricing.
d. comparison discounting.
e. professional pricing.
More than half of the research of technology created is paid for by:
a. corporations.
b. state and local governments.
c. the federal government.
d. large universities.
e. private investors.
A news story about a product is an example of sales promotion.
a. True
b. False
Honey Farms is a maker of fine chocolates. The company’s latest product,
Fudge-Dipped Strawberries, is the premier product in its Fudge-Dipped line. The
product is very expensive and targeted to upscale consumers. Which of the following
forms of distribution would Honey Farms be likely to use for its new product?
a. Intensive distribution
b. Selective distribution
c. Targeted distribution
d. Exclusive distribution
e. Premier distribution
Warnings on television commercials for prescription drugs include a list of harmful side
effects that are possible when taking that particular drug. The consumer right to is most
applicable to these commercials.
a. know
b. safety
c. be heard
d. choose
e. be informed
A major advantage of using individual branding is that .
a. the promotion of one of the company’s brands will also promote the company’s other
brands
b. this branding policy will prevent the overextension of a brand name to products that
are completely unrelated to the original
c. a poor quality product will not contaminate all of the company’s other products with
negative images
d. a specific brand name for each product will help the company grow during times of
economic recession
e. the quality of one of the company’s products will help increase the perceived quality
image of the company’s other related products
The three basic forms that a product can take are:
a. markets, products, and images.
b. goods, ideas, and intangibles.
c. brands, services, and tangibles.
d. services, ideas, and goods.
e. ideas, services, and things.
The advertising platform is the foundation on which campaign messages are built.
a. True
b. False
A monopoly exists when a firm with many potential competitors attempts to develop a
marketing strategy to differentiate its products.
a. True
b. False
The size of the market potential places limits on the size of the company sales potential.
a. True
b. False
Business customers generally seek to obtain detailed information about a product before
purchasing it.
a. True
b. False
The stages of the business buying decision process, in order, are:
a. recognizing the problem, establishing product specifications, searching for products
and evaluating possible suppliers, selecting suppliers and products, and evaluating
performance.
b. recognizing the problem, searching for products and evaluating possible suppliers,
selecting suppliers and products, establishing product specifications, and evaluating
performance.
c. recognizing the problem, selecting suppliers and products, evaluating performance,
establishing product specifications, and searching for substitute products.
d. establishing product specifications, recognizing the problem, searching for products,
evaluating possible products and suppliers, selecting suppliers and products, and
evaluating performance.
e. establishing product specifications, searching for products, selecting suppliers and
products, evaluating performance, recognizing the problem, and evaluating possible
products and suppliers.