________ refer to people in an organization’s buying center who affect the buying
decision; they often help define specifications and provide information for evaluating
alternatives.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
Neighborhood shopping centers are also known as ________.
A) power centers
B) lifestyle centers
C) warehouse clubs
D) strip malls
E) regional shopping centers
________ are consumer products and services that customers usually buy frequently,
immediately, and with minimal comparison and buying effort.
A) Unsought products
B) Capital items
C) Shopping products
D) Convenience products
E) Supplies and repair services
Which of the following statements is true of social classes?
A) Social classes are society’s temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.
Marketers respond to charges of high advertising and promotion costs that
unnecessarily increase retail prices, by arguing that advertising and promotion
________.
A) support consumerism
B) standardize the product
C) add quality to the product
D) make consumers feel special
E) help increase competition in the market
Symbols such as the McDonald’s golden arches, the colorful Google logo, the Nike
swoosh, or Apple’s “bite mark” logo provide strong company or brand recognition and
are indicative of ________ differentiation.
A) people
B) image
C) channel
D) services
E) product
The ________ organization is the most common type of contractual relationship.
A) franchise
B) horizontal
C) conventional
D) multi-national
E) entrepreneurial
Market segments that can be effectively reached and served are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
A ________ contains from 50 to 100 stores, is like a covered mini-downtown, and
attracts customers from a wide area.
A) community shopping center
B) neighborhood shopping center
C) central business district
D) regional shopping center
E) strip mall
Heineken beer is sold successfully in the same form around the world. Which of the
following product strategies is illustrated in this example?
A) product adaptation
B) straight product extension
C) product invention
D) product augmentation
E) communication adaptation
Sam has been directed to study the demographic, economic, political, and cultural
forces that affect an organization. In this instance, Sam has been directed to study the
________ of the organization.
A) macroenvironment
B) microenvironment
C) internal environment
D) marketing mix
E) marketing intermediaries
Mark’s Markers, a manufacturer of white board markers, has required its dealers to
charge a specified retail price for its markers. Mark’s is most likely guilty of ________.
A) captive pricing
B) retail price maintenance
C) price discrimination
D) competitive pricing
E) unfair price skimming
Customer relationship management (CRM) helps ________.
A) firms monitor and minimize employee turnover
B) customers manage information about different sellers in the market
C) firms manage customer touch points to maximize customer loyalty
D) customers locate the best deals in the market
E) firms create artificial demand in the market
Which of the following is true with regard to e-procurement?
A) E-procurement has significantly declined in recent years.
B) Typically, business marketers do not favor e-procurement as it offers them little
benefit.
C) E-procurement has been widely practiced since the 1950s.
D) E-procurement adds to existing inefficiencies in the supply chain.
E) E-procurement hastens order processing and delivery.