An established merchant wholesaler of business supplies would rely mainly on:
A. merchandisers.
B. order takers.
C. order getters.
D. supporting salespeople.
E. missionary salespeople.
Answer:
_________ directs an economy’s flow of goods and services from producers to
consumers in a way that effectively matches supply and demand and accomplishes the
society’s objectives.
A. Macro-marketing
B. The transporting function
C. Micro-marketing
D. Standardization and grading
E. Social responsibility
Answer:
A manufacturer that transports products to retail outlets directly instead of using a
distribution center is most likely to encounter which of the following?
A. Equivalent delivery speed at lower cost
B. Faster delivery speed at higher cost
C. Slower delivery speed at equivalent cost
D. Faster delivery speed at equivalent cost
E. Slower delivery speed at lower cost
Answer:
During the sales decline stage of the product life cycle:
A. firms with strong brands may make profits almost until the end.
B. no profits are earned.
C. price competition usually declines.
D. brand loyalty declines.
E. monopoly is typical.
Answer:
Procedures that develop and analyze new information to help marketing managers make
decisions are called:
A. strategy planning.
B. operational planning.
C. analytical research.
D. marketing research.
E. statistical techniques.
Answer:
A digital camera, a computer video-cam, and a computer scanner might compete in the
same
A. single target market.
B. generic market.
C. multiple target market.
D. combined target market.
E. product-market.
Answer:
Channel systems in which the various channel members make little or no effort to
cooperate with each other are called ______________ systems.
A. traditional channel
B. vertically integrated
C. direct-to-customer channel
D. franchising
E. administered channel
Answer:
Which of the following is NOT an example of sales promotion?
A. A banner ad on AOL’s stock page
B. A bumper sticker that says, “Drink more milk”
C. Samples of a new low-fat snack cracker given away at a supermarket
D. A display of fishing equipment by a sporting goods store in a shopping mall
E. A small toy in a kid’s “happy meal” at McDonald’s
Answer:
“Retailing” covers all the activities involved in the sale of products to:
A. final consumers.
B. organizational and business customers.
C. producer/suppliers.
D. intermediaries.
E. All of these alternatives are correct.
Answer:
Insta-Mark Inc. makes custom-imprinted three-ring binders for business customers. Its
prices are: $4.00 per binder for a single order of up to 50 binders; $3.50 per binder for a
single order of 51 to 100 binders; and $3.00 per binder for a single order over 100
binders. Insta-Mark is using a:
A. Seasonal discount.
B. Cash discount.
C. Cumulative quantity discount.
D. Noncumulative quantity discount.
E. Basic list price.
Answer:
Regarding the training of salespeople:
A. A good salesperson does not need training.
B. Experienced salespeople do not need training.
C. Most good salespeople are “born salespeople” and possess the necessary skills
without training.
D. Time spent on classroom training of new salespeople is often wasted because
experience in dealing directly with customers is the best possible training.
E. None of these alternatives are correct.
Answer:
When doing “positioning,” a marketing manager should:
A. avoid targeting strategies.
B. focus on specific product features of all generic competitors.
C. rely on how customers think about proposed and/or existing brands in a market.
D. plan physical product changes rather than image changes.
E. None of these is a good choice.
Answer:
Retailing on the Internet:
A. can provide consumers with a broad array of product information.
B. still accounts for less than ten percent of total retail sales.
C. is growing rapidly.
D. still needs low-cost ways to handle post-purchase deliveries.
E. All of these alternatives are true.
Answer:
As a firm’s product moves along the product life cycle, marketing managers can expect
all of the following to occur except:
A. customers’ attitudes and needs may change.
B. the firm’s marketing mix must change.
C. the competitive environment shifts toward pure competition or oligopoly.
D. industry profits increase until total product sales finally reach their decline.
E. total product sales reach the peak at the market maturity stage.
Answer:
The largest share of total advertising expenditures in the United States goes for:
A. Internet advertising.
B. television and cable advertising.
C. magazine advertising.
D. direct-mail advertising.
E. radio advertising.
Answer:
Trade shows are a sales promotion device usually aimed at promoting products or
services to:
A. Final consumers.
B. Business/industrial customers.
C. A firm’s own employees.
D. Salespeople.
E. None of these is a good answer.
Answer:
A grocery store sprays an aerosol scent that smells like fresh baked bread near its
packaged bakery items. This is
A. a case of a manager developing a need.
B. likely to have no effect because selective retention will eliminate any effect of the
smell.
C. a case of linking a response with a drive.
D. an example of trying to link a cue with a marketing mix.
E. a violation of the selective processes.
Answer:
A _____ is a relatively homogeneous group of customers who will respond to a
marketing mix in a similar way.
A. market segment
B. market grid
C. consumer network
D. market network
E. generic market
Answer:
A producer with a marketing orientation is MOST likely to:
A. Distribute the product according to the needs customers have for product availability.
B. Distribute the product in as many retail outlets as possible.
C. Provide overnight express shipping.
D. Use e-commerce as a key element in distribution.
E. Distribute directly from the producer to the consumer.
Answer:
In __________, print ads must be identified so they are not confused with editorial
matter.
A. USA
B. Canada
C. New Zealand
D. Japan
E. Switzerland
Answer:
When moving to international markets, some firms insist that local operations and
decisions should be handled by natives because:
A. their operations and decision making can be centralized.
B. international markets are less particular about segmenting dimensions.
C. the needs and preferences of target customers are the same in all submarkets.
D. their local responsiveness can be reduced.
E. the natives have a feel for the market.
Answer:
During the sales decline stage
A. price competition from dying products is reduced.
B. profits are non-existent.
C. new products replace the old.
D. profits increase and then decrease.
E. None of these alternatives is correct.
Answer:
Which method of quantitative research would probably produce the best results when
the questions are simple and require only quick “yes” or “no” answers?
A. Telephone interviews
B. Focus group interviews
C. Mail questionnaires
D. Personal interviews
E. Observation
Answer:
______________ is the process of naming broad product-markets and then segmenting
these broad product-markets in order to select target markets and develop suitable
marketing mixes.
A. Market segmentation
B. Strategic planning
C. Mass marketing
D. Market positioning
E. Implementation
Answer:
Which of the following is NOT a secondary data source?
A. Company files
B. Intranet reports
C. Libraries
D. Private research organizations
E. Panels
Answer:
Regarding media selection:
A. the media available in a country may limit the choices.
B. the low cost of television makes it a “must buy.”
C. the use of “mass market magazines” is growing in popularity-to cut costs.
D. the only advertising medium available for direct-response ads is mail.
E. All of these alternatives are correct.
Answer:
Because of _____, a court rules that a fast-food restaurant has a legal obligation to pay
damages to a family whose child was injured when it swallowed an unsafe toy that
came in a kids’ meal box.
A. consumer compensation
B. product liability
C. consumer protection
D. product quality assurance
E. pleasing products
Answer:
_____ refers to the procedures that develop and analyze new information about a
market.
A. Marketing research
B. Marketing information system
C. Frequency monitoring program
D. Marketing plan
E. Management information system
Answer:
For an order-getter, which of the following steps in the personal selling process usually
occurs first?
A. Follow up after purchase
B. Preplan sales call
C. Make sales presentation
D. Close sale
E. Select target customer
Answer:
_____ refers to the way an economy organizes to use scarce resources to produce goods
and services and distribute them for consumption by various people and groups in
society.
A. Resource utilization
B. Socio-economic policy
C. The way a firm measures value
D. Separation of values
E. Economic system
Answer:
When a department store manager decides to make a personal shopper available to its
career-oriented female shoppers, this is a decision about:
A. Product
B. Place
C. Promotion
D. Price
Answer:
Regarding markups and turnover:
A. supermarket operators have found that high-margin products are generally more
profitable than low-margin products.
B. higher markups always lead to higher profits.
C. low stockturn rates increase costs by tying up working capital in inventory.
D. to earn higher profits, all firms should lower their markups and seek faster turnover.
E. None of these alternatives is correct.
Answer:
200 units of a good were produced at a total cost of $4,000. Given that total fixed cost
was equal to $1,800, the average total cost per unit will be equal to _____.
A. $29
B. $11
C. $20
D. $9
E. $36
Answer:
Large department stores such as Macy’s saw their peak sales during which time period?
A. 1900s
B. 1920s
C. 1950s
D. 1970s
E. 2000s
Answer:
In his last order, the bakery manager at Bread of the Earth Bakery purchased a different
brand of whole wheat flour from his regular supplier, Best Bakery Supplies. This is an
example of a
A. modified rebuy.
B. straight buy.
C. straight rebuy.
D. new-task buy.
E. simplified buy.
Answer: