Harmon, a nationwide department store, uses checkout scanners to record shoppers’
purchases. Which term best describes Harmon’s checkout scanners?
A) nonprobability sampling tool
B) mechanical instrument
C) neuromarketing tool
D) touch point device
E) CRM system
Which of the following is most likely true of a sales force?
A) The performance difference between an average salesperson and a top salesperson is
generally substantial.
B) The cost of replacing a salesperson is usually low because minimal training is
necessary.
C) A sales force with many new people is typically more productive than one whose
members have been around for a long time.
D) Individuals within a sales force generally perform at the same level of efficiency.
E) On-site sales training is more efficient and less costly than e-learning programs.
Both product development strategies and diversification strategies involve ________.
A) selling a company’s current products
B) selling in a company’s current market
C) selling in new as well as existing markets
D) developing a new product
E) leaving the current market
The most common research instrument, whether administered in person, by phone, by
e-mail, or online, is the ________.
A) mechanical device
B) personal interview
C) questionnaire
D) telephone interview
E) focus group
If a company assigns individual teams of salespeople to big retail customers, it most
likely has a(n) ________ sales-force structure.
A) undifferentiated
B) product
C) market
D) territorial
E) demographic
A 30-minute or longer advertising program on television that markets a single product
is called a(n) ________.
A) phishing program
B) infomercial
C) podcast
D) catalog
E) spambot
A country in South America has large reserves of copper and tin. Mining forms the
pillar of its economy. A major part of its revenue is generated from exporting these
resources. This country is poor in many other ways. It is a good market for large
equipment, tools, supplies, and trucks. Since there are many foreign residents in this
country and a wealthy upper class, it is also a market for luxury goods. This country
most likely has a(n) ________ economy.
A) subsistence
B) raw material exporting
C) emerging
D) developed
E) industrial
Subsistence economies are best defined as economies that ________.
A) constitute rich markets for many different kinds of goods and services
B) consume most of their own agricultural output and offer few market opportunities
C) offer outstanding marketing opportunities for innovative technological products
D) offer huge marketing opportunities for industrial goods
E) export all their agricultural and industrial products
A business buyer is considering a change in product specifications, terms, and possibly
suppliers. This buying situation is referred to as a(n) ________.
A) modified rebuy
B) new-task situation
C) straight rebuy
D) dual distribution channel
E) exclusive distribution channel
Which of the following contact methods is flexible, allows for explanation of difficult
questions, and lends itself to demonstrating products?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) online questionnaires
E) e-mail interviews
A product life cycle has five distinct stages: product development, introduction, growth,
maturity, and ________.
A) stabilization
B) rebranding
C) decline
D) progression
E) segmentation
Which of the following is an external factor that affects pricing decisions?
A) the marketing mix
B) competition
C) top management
D) marketing objectives
E) marketing strategy
Under ________, a customer shares real-time data on sales and current inventory levels
with a supplier, and the supplier then takes full responsibility for managing inventories
and deliveries.
A) periodic inventory systems
B) vendor-managed inventory systems
C) selective-trading inventory systems
D) manual inventory replenishment systems
E) customer-managed inventory systems
Carleese, a leading fashion brand, sets up small temporary boutiques across numerous
locations during its year-end sale, promoting its outdated products at half the price.
These temporary boutiques are referred to as ________.
A) power centers
B) franchises
C) shopping centers
D) pop-up stores
E) category killers
________ is a method of going global in which a company makes agreements with
producers in the foreign market to produce its product or provide its service.
A) Contract manufacturing
B) Direct investment
C) Acquisition
D) Exporting
E) Management contracting
What are deficient products?
A) products that have neither immediate appeal nor long-run benefits
B) products that give high immediate satisfaction but hurt consumers in the long run
C) products that have low appeal but may benefit consumers in the long run
D) products that are either unsafe or inferior
E) products in the decline stage of the product life cycle
PinWheel, a renowned electronics company, has an arrangement with SoundBite, an
audio equipment retailer. Through the agreement, Soundbite is to promote and sell
PinWheel’s audio electronics and give PinWheel products better shelf space than
competitors’ products. The agreement also requires that SoundBite sell additional
non-audio PinWheel products at all SoundBite stores. Which term best describes
PinWheel’s strategy?
A) horizontal price fixing
B) horizontal integration
C) full-line forcing
D) direct marketing
E) disintermediation
Company and brand positioning should be summed up in a ________.
A) mission statement
B) vision statement
C) profit statement
D) positioning statement
E) corporate statement
What are the functions of product labels? What marketing role do labels play?
Define customer equity, and explain why it is important to a company.
Explain, with examples, the different types of relationships that a company can build
with its customers.
Compare a conventional distribution channel and a vertical marketing system.
How does public relations help in creating an integrated marketing communications
system?
Explain Maslow’s hierarchy of needs.
Explain competition-based pricing.
Marketing research can be collected by mail, telephone, personal interview, or online.
Discuss the advantages of each contact method.
What external factors affect the pricing decisions made by organizations?
What is marketing logistics? What are the components of marketing logistics?