Markup is measured either as a percentage of______or a percentage of________.
a. selling price; cost
b. cost; profit
c. revenue; contribution margin
d. resources used; cost
e. demand; competition
A marketer’s advertising platform should consist of issues that are important to
consumers.
a. True
b. False
After doing considerable shopping, Eric has just decided what brand and type of
athletic shoes to buy and where he’s going to buy them. In what stage of the consumer
buying decision process is Eric?
a. Problem recognition
b. Information search
c. Evaluation of alternatives
d. Purchase
e. Post purchase evaluation
Involvement that is temporary and results from a specific set of circumstances is called
situational involvement.
a. True
b. False
Kyle is a new marketing manager for Anthropologie Inc. He believes that if
Anthropologie Inc. wants to grow and connect with its customers, then there is no better
way than to use Facebook. As a result, marketers should:
a. establish a Facebook page.
b. avoid recommendations from customers via Facebook.
c. ignore the advice of customers on Facebook.
d. use multiple Facebook pages.
e. maintain strict control of consumers’ comments on Facebook.
Under a licensing arrangement, the licensee pays commissions or royalties on sales or
supplies used in manufacturing.
a. True
b. False
The buyer’s intent can determine whether an item is classified as a consumer or a
business product.
a. True
b. False
Cream Rush is conducting research on all possible new ice cream flavors and products.
It is selecting at random 100 males and 100 females to collect data. This is an example
of sampling.
a. nonprobability
b. random
c. quota
d. stratified
e. selective
A major determining factor in deciding which type of problem-solving process should
be used depends on the individual’s intensity of interest in a product and the importance
of the product for that person. This is known as an individual’s:
a. motivational structure.
b. routinized response behavior.
c. level of involvement.
d. cognitive dissonance.
e. criteria of evaluation.
Angela approaches David Hughes, owner of Hughes Auto Parts, to talk about the
possibility of adding a new line of products to his store. Angela tells David that the
product is a line of high-quality driving sunglasses. She offers toset up the display,
service and restock it weekly, and maintain billing and inventory records. She tells
David that all she needs is a couple of square feet of space. Angela is in the business of
serving retailers as a__________.
a. general-merchandise wholesaler
b. specialty-line wholesaler
c. rack jobber
d. limited-line wholesaler
e. cash-and-carry wholesaler
Test marketing is conducted by companies of all sizes, primarily because of the
perceived risk of product failure on open market and the associated consequences.
a. True
b. False
Competition-based pricing is important if competing products are almost homogeneous
or if price is the key variable in the marketing strategy.
a. True
b. False
The psychographic variable that includes numerous characteristics related to people’s
activities, interests, and opinion is:
a. motive.
b. social class.
c. personality.
d. stage in family life cycle.
e. lifestyle.
Measuring effectiveness during a campaign is usually accomplished by using .
a. pretests
b. posttests
c. consumer juries
d. inquiries
e. sales force surveys
To obtain the names of specific potential customers, the business marketer is well
advised to employ the services of a commercial data company, since this is both
cheaper and faster than any other method.
a. True
b. False
Special-interest groups and regulatory bodies are _____forces that must be taken into
account in international marketing.
a. socioeconomic
b. technological
c. economic
d. social and ethical
e. political and legal forces that must be taken into account in international
Consumer protection legislation deals with all of the following legal concerns except:
a. consumer safety.
b. sale of hazardous products.
c. monopolistic practices.
d. information disclosure.
e. health claims on food packages.
Pure competition is a common competitive environment.
a. True
b. False
A valid study:
a. portrays the population being studied.
b. results in a causal relationship between the independent and dependent variables. c.
uses random sampling.
d. verifies expected results.
e. measures what it is supposed to.