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________ play an important role in matching supply and demand by providing
consumers with a broad assortment of products in small quantities.
A) Virtual banks
B) Intermediaries
C) Price consultants
D) Uniform-delivery networks
E) Upstream partners
Which of the following statements is true regarding the old mass-media
communications model?
A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV
advertising.
The EU helped unify Europe by adopting the ________ as a common currency.
A) Eurodollar
B) euro
C) franc
D) Deutsche Mark
E) peseta
A market nicher can most likely specialize along all of the following EXCEPT
________.
A) specific end users
B) unique products
C) customized services
D) quality-price
E) mass marketing
A marketing research company asked members of a focus group to describe several
brands as animals. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
The owners of a manufacturing firm in Ohio have developed a core network of
suppliers to ensure an uninterrupted supply of products. This is an example of
________.
A) capability management
B) a supply bottleneck
C) asset management
D) backsourcing
E) supplier development
Sam, the owner of a small company, learned that a competitor was planning to spend
$150,000 on promotion in the next financial year. As soon as he learned this, Sam
called his finance manager and said, "I want to spend $150,000 on promotion next
year." In this case, which method of promotional budgeting is used by Sam?
A) the objective-and-task method
B) the percentage-of-sales method
C) the competitive-parity method
D) the bottom-up method
E) the pull-push method
In the new-product development process, the first idea-reducing stage is ________.
A) business analysis
B) idea generation
C) concept development
D) crowdsourcing
E) idea screening
Electrola Inc. is currently designing a new product line with the goal of making each
product easy to recover, reuse, or recycle. Electrola Inc. hopes to recover many of these
products when they reach the end of their life cycle and reuse their components in new
products. Electrola Inc. is in the ________ stage of environmental sustainability.
A) pollution prevention
B) new clean technology
C) product stewardship
D) beyond greening
E) sustainability vision
Which of the following steps in the selling process is most focused on ensuring
customer satisfaction and repeat business?
A) preapproach
B) demonstration
C) handling objections
D) qualifying prospects
E) follow-up
