The most effective sources of information about a product tend to be ________ sources.
A) commercial
B) public
C) experimental
D) personal
E) paid
In which of the following cases is little or no test marketing most likely recommended
for a new product?
A) when the product requires a major investment
B) when management is unsure of the projected demand for the product
C) when the risks associated with introducing the product are high
D) when management is unsure of the marketing program for the product
E) when the costs of developing and introducing the product are low
Which of the following is true of the World Trade Organization (WTO)?
A) It was replaced by the GATT in 1995.
B) It increases tariffs and other international trade barriers.
C) It lacks the power to impose international trade sanctions.
D) It restricts the maximum number of member nations to 100.
E) It mediates global trade disputes.
Some products that have entered the decline stage can be cycled back to the growth
stage through ________.
A) concept testing
B) test marketing
C) sole sourcing
D) repositioning
E) data mining
Which of the following is true of the product life cycle (PLC)?
A) All products generally go through all five stages of the PLC.
B) All products pass through the stages of PLC in the same order.
C) It is generally difficult to forecast the sales level at each PLC stage.
D) The PLC concept can be applied to styles but not to fashions and fads.
E) Product forms have longer life cycles than product classes.
Which of the following is an advantage of primary data?
A) They are less expensive to obtain than secondary data.
B) They can be obtained quicker than secondary data.
C) They can be accessed from existing information.
D) They are more relevant than secondary data.
E) They are more reflective of past problems.
The state department of health has allotted a significant amount of money for an
advertising campaign that emphasizes the ill effects of smoking and spans radio, print,
television, and online media. This is an example of ________ marketing.
A) ambush
B) social
C) for-profit
D) consumer-generated
E) multi-level
Penny Bank, a discount store, is highly competitive. When entering a new market,
Penny Bank often cuts prices so deeply that it sells below costs, effectively pushing
smaller retail stores with less purchasing power out of the market. In this case, Penny
Bank is using ________.
A) market skimming
B) psychological pricing
C) predatory pricing
D) deceptive pricing
E) cost-plus pricing
When a manufacturer offers a ________, a customer buys a product from a
manufacturer’s dealer within a specified time period, and the manufacturer sends the
customer a check.
A) cash rebate
B) quantity discount
C) promotional allowance
D) flash sale
E) functional discount
________ is the degree to which an innovation may be tried on a limited basis.
A) Divisibility
B) Compatibility
C) Communicability
D) Relative advantage
E) Complexity
Causal research is used to ________.
A) test hypotheses about cause-and-effect relationships
B) gather preliminary data to define problems and their underlying causes
C) collect information on the demographics of customers
D) collect information on the attitudes of consumers
E) generate hypotheses about the causes of a marketing problem
Diane Chambers, the marketing manager of FarmFresh, collects data from her monthly
records of sales, costs, and cash flow. In this case, Diane is making use of ________
databases.
A) external
B) secondary
C) historical
D) internal
E) dialog
Which of the following is the primary purpose of branded community Web sites?
A) displaying digital catalogues
B) providing detailed descriptions of products
C) creating customer-product engagement
D) selling products and services
E) sending direct mails to consumers
Which of the following is most likely a benefit of joint ownership?
A) It allows a firm to gain the financial and managerial resources that it may otherwise
lack.
B) It is the simplest way for a domestic company to enter a foreign market.
C) It minimizes the need to build a new manufacturing facility in the foreign market.
D) It allows one firm to acquire complete ownership of the other firm in the venture.
E) It provides significant economies of scale for both the local firm and the foreign
investor.
Which of the following transforms marketing strategies into real values for consumers?
A) share of customer
B) customer equity
C) the four Ps of marketing
D) a firm’s value proposition
E) customer satisfaction surveys
Which of the following statements is true of consumer promotions?
A) Their primary objective is to persuade resellers to carry a brand.
B) They include a wide range of tools like samples, coupons, and refunds.
C) They include the use of display allowances.
D) They are primarily used to generate business leads and reward customers.
E) They include the use of conventions and trade shows.
Which of the following statements is true of shopping centers?
A) Most shopping centers function at the regional level rather than at the neighborhood
level.
B) Shopping centers typically contain only those stores that target a niche market
segment of high income groups.
C) Shopping centers are groups of retail businesses built on a site that is planned,
developed, owned, and managed as a unit.
D) Shopping centers usually contain exclusive brands and specialty stores rather than
convenience stores or department stores.
E) Shopping centers are huge superstores that offer a deep assortment of a particular
product line.
Service inseparability means that ________.
A) the evaluation of services is subjective and changes from customer to customer
B) service quality depends on who provides them and how they are provided
C) services cannot be stored for later sale or use
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
E) services become a part of their providers, whether the providers are people or
machines
Stores offering low-quality alternatives to luxury products at low prices most likely
follow a ________ positioning strategy.
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) more-for-more
Which of the following is a quantitative approach to research?
A) observational research
B) online focus groups
C) ethnographic research
D) in-depth interviews
E) marketing surveys
________ advertising would most likely result in advertising wars between competitors.
A) Reminder
B) Comparative
C) Personal
D) Informative
E) Classified
Household Storez, a local retail store, claims to offer better products at lower prices
than other retail stores. In this case, the firm’s positioning reflects a ________ value
proposition.
A) more-for-the same
B) more-for-less
C) same-for-less
D) more-for-more
E) same-for-more