Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning
supplies for her custodial staff, using the same vendor and ordering relatively consistent
amounts of the same products on each purchase. This is an example of ________.
A) a modified rebuy situation
B) a new task
C) a straight rebuy situation
D) reverse auction
E) product differentiation
In business markets with inelastic demand ________.
A) the total demand for products is not much affected by short-term price changes
B) buyers are highly sensitive to price changes
C) derived demand is absent
D) a business purchase usually involves less decision participants
E) a business purchase usually does not involve a professional purchasing effort
________ segmentation has long been used in clothing, cosmetics, toiletries, and
magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic
Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed
servers and computers for his company, he decided to order these from a local vendor
who was offering attractive discounts. In this instance, Peter ________.
A) faces a new task situation
B) faces a modified rebuy situation
C) is most likely to benefit the most from reverse auction
D) faces the need for product differentiation
E) plans to attract customers by offering products at below-market prices
________ are industrial products that aid in the buyer’s production or operations,
including installations and accessory equipment.
A) Unsought products
B) Convenience products
C) Capital items
D) Specialty items
E) Repair items
________ management calls for selecting, managing, and motivating individual channel
members and evaluating their performance over time.
A) Inventory
B) Marketing channel
C) Brand image
D) Customer experience
E) Brand content
Deceptive promotion includes practices such as misrepresenting the product’s
________.
A) price or packaging
B) features or performance
C) size or quantity
D) wholesale or retail price
E) packaged contents
After searching extensively for vendors, Mike Miller, the owner of a manufacturing
firm, selected Texcom Technologies Inc. as his firm’s primary supplier of bearings and
shafts of a specific dimension. Mike is currently preparing an order form that specifies
the number of shafts needed and the expected time of delivery. In other words, he is
preparing the ________.
A) order routine specification
B) general needs description
C) product specification
D) marketing mix
E) product mix
Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long ad purchase lead times.
B) Magazines cannot offer high geographic selectivity.
C) Magazines lack credibility.
D) Magazines provide better local coverage than newspapers.
E) Magazines have poor reproduction of images.
A number of top fashion-modeling agencies would most likely be charged with
________ for jointly determining what commissions they charge for models.
A) prestige pricing
B) competitive pricing
C) price bundling
D) dynamic pricing
E) price fixing
Which of the following is the most effective way for a company to ship bulky,
non-perishable products if its key requirement is low-price?
A) pipelines
B) air transport
C) trucks
D) water carriers
E) piggyback
After a research instrument is selected, the next step in the marketing research process
is to ________.
A) select a sampling method
B) interpret the research findings
C) implement the research plan
D) evaluate alternatives
E) select a research approach
________ are society’s relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks
The PLC concept can be applied by marketers as a useful framework for describing
how ________.
A) competitors’ moves are predicted
B) marketing strategies are developed
C) products and markets work
D) concept testing is conducted
E) product ideas are developed