The selling of merchandise outside the confines of actual retail facilities is generally
called_________.
a. nonstore retailing
b. loyalty marketing
c. persuasive selling
d. flash retailing
e. store-front sales.
An attempt to create a trend or acceptance of a product through word-of-mouth
communication is called:
a. guerilla marketing.
b. viral marketing.
c. buzz marketing.
d. personal publicity.
e. conversational promotion.
A recent U.S. Supreme Court decision has authorized the government to ban corporate
spending in candidate elections for political offices.
a. True
b. False
The talking gecko used by Geico Insurance facilitates the development of .
a. brand associations
b. brand quality
c. product preference
d. brand loyalty
e. product equity
A product’s classification can influence its price, distribution, and promotion.
a. True
b. False
A Macy’s manager designs the casual clothing department such that one of Macy’s
private label pairs of jeans, priced at $24.99, is positioned next to a national brand of
jeans, such as Levi’s, priced at $39.99. Which of the following strategies is the manager
attempting to accomplish?
a. Everyday low prices strategy
b. Odd-even pricing strategy
c. Prestige pricing strategy
d. Special-event pricing strategy
e. Reference pricing strategy
The demand for many business products is inelastic at the industry level.
a. True
b. False
Customers learn about products through promotion, allowing them to make more
intelligent buying decisions.
a. True
b. False
Product testing for reliability and quality helps to ensure a consumer’s right to:
a. be heard.
b. be informed.
c. choose.
d. performance.
e. safety.
A marketer uses pioneer promotion in the introductory stage of the product life cycle,
when there are many competitive brands.
a. True
b. False
Brand name, product characteristics, packaging, and labeling are among the easiest
marketing mix variables to standardize around the world.
a. True
b. False
The two groups of order takers in personal selling are:
a. current customer salespeople and new-business salespeople.
b. missionary salespeople and trade salespeople.
c. inside order takers and field order takers.
d. trade salespeople and technical salespeople.
e. advisory order takers and support order takers.