________ describes the feeling that salespeople have about their opportunities, value,
and rewards for a good performance in a company.
A) Culture shock
B) Organizational climate
C) Reverse culture shock
D) Segregation
E) Satisficing
Coca-Cola cups prominently featured on episodes of American Idol are an example of
________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
Which of the following is a traditional buyers’ right?
A) the right to resell the product
B) the right not to buy a product that is offered for sale
C) the right not to pay any taxes included in the final price
D) the right to exchange the product if it is of the wrong size or style
E) the right to demand a discount on the product
Customers can be classified into four relationship groups based on their profitability
and projected loyalty. Which customer type is associated with high profitability and
long-term loyalty?
A) barnacles
B) strangers
C) butterflies
D) true friends
E) cash cows
Which of the following is true with regard to brand equity?
A) Brand equity refers to how much consumers know about the brand.
B) High brand equity provides a company with many competitive advantages.
C) A brand has positive brand equity if consumers react less favorably to it than to an
unbranded version.
D) Positive brand equity derives from low brand esteem.
E) The total financial value of a brand can be easily measured.
Which of the following is an example of cultural pollution?
A) gasoline shortages
B) congestion tolls
C) street signs in cities
D) overpasses in suburban areas
E) billboards marring beautiful scenery
During the ________ step of the selling process, the salesperson tells the value story to
the buyer, showing how the company’s product or service solves the customer’s
problems.
A) prospecting
B) preapproach
C) presentation
D) closing
E) follow-up
Travelurcity.com is a Web site that lets users search for the best vacation deals. Once
decided, the user then books the air tickets for the place he or she has chosen.
Travelurcity.com has a flight-ticket schedule and guide that is maintained by Flamingo
Airways’ Web site where users are redirected for booking air tickets. Which of the
following best describes Flamingo Airways’ promotion strategy?
A) kiosk marketing
B) rich media ads
C) digital catalog
D) podcasts
E) content sponsorship
Which of the following types of research would be best suited for understanding the
attitudes of consumers who buy a particular brand of soft drink?
A) internal research
B) descriptive research
C) causal research
D) exploratory research
E) demographic research
Which of the following factors has most likely contributed to the rapid growth of sales
promotion, particularly in consumer markets?
A) declining interest in quality
B) declining advertising efficiency
C) rising hostility toward large firms
D) increasing popularity of e-procurement
E) increasing number of international firms
Today’s large, progressive wholesalers have successfully reacted to rising costs by
________.
A) relocating to low-rent, low-tax areas
B) investing in information technology systems
C) investing less money in expensive machinery
D) reducing their markup rates
E) reducing promotional activities
A good brand name should most likely be ________.
A) trendy
B) complex
C) long
D) conventional
E) distinctive
The BRIC countries are ________.
A) Bolivia, the Republic of Haiti, Israel, and Chile
B) Britain, the Republic of the Marshall Islands, Ireland, and the Commonwealth of
Australia
C) Brazil, Russia, India, and China
D) Burundi, Rwanda, Ivory Coast, and Congo
E) Belarus, Romania, Iceland, and Czech Republic
Which of the following is true of shipping goods via water transportation?
A) Water transportation is an efficient way to ship perishable merchandise over long
distances.
B) Water carriers are highly flexible in their routing and time schedules.
C) Water transportation provides in-transit services, such as the processing of goods en
route.
D) Water transportation is ideal when time is short and speed is needed.
E) Water transportation is the slowest mode of transportation and the most affected by
the weather.
Which of the following statements best explains why idea screening may be the most
important step of new-product development?
A) It increases the number of ideas generated.
B) It provides an opportunity for the marketer to test the prototype in a simulated
market.
C) It helps forecast the products’ sales and profits accurately for a specific period.
D) It gives research and development team members an opportunity to gather consumer
feedback.
E) It saves the company money in product development costs by going ahead with only
the product ideas that are likely to be profitable.
________ are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
A ________ is a set of interdependent organizations that help make a product or service
available for use or consumption by the consumer or business user.
A) product line
B) product delivery network
C) marketing channel
D) consumer base
E) resource bank