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Producers of convenience products and common raw materials typically seek exclusive
distribution, a strategy in which they stock their products in as many outlets as possible.
Advertisements for prescription drugs often feature potential benefits and negative side
effects that consumers may experience with use of the medication. These ads present
two-sided arguments.
In product line pricing, the price steps should account for differences in customer
perceptions of the value of different features.
The presence of competitors may serve less-attractive segments or lead to more product
differentiation.
Internal databases are electronic collections of consumer and market information
obtained from data sources within a company's network.
Which of the following is an environmental factor that affects channel objectives and
design?
A) economic conditions
B) factory staffing
C) organizational objectives
D) interpersonal influences
E) individual motives
Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal
for hiking and other outdoor activities. Which of the following brand personalities
could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
________ allowances are price reductions given for turning in an old item when buying
a new one.
A) Promotional
B) Trade-in
C) Depreciation
D) Segmented
E) Functional
The production concept and the product concept are marketing management
orientations that are more likely to lead to marketing myopia.
In Chinese, the KFC slogan "finger-lickin'' good" came out as "eat your fingers off."
And Motorola's Hello-moto ringtone sounded like "Hello, Fatty" in India. Which of the
following strategies can be used to avoid such mistakes?
A) communication adaptation
B) standardized global marketing
C) straight product extension
D) product adaptation
E) communication extension
Which of the following refers to a cultural factor in the context of segmenting
international markets?
A) receptivity of foreign firms
B) economic development of the country
C) population income levels
D) stability of the government
E) values and attitudes
Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from
seeing the decision makers in his organization. Which of the following best describes
Paul's position?
A) influencer
B) decider
C) gatekeeper
D) buyer
E) user
Under oligopolistic competition ________.
A) the market consists of a single dominant seller
B) the market consists of numerous small sellers
C) the market consists of many buyers and sellers who trade over a range of prices
rather than a single market price
D) sellers are typically unresponsive to competitors' pricing strategies and marketing
moves
E) the market consists of only a few large sellers
New technologies most likely lead to ________.
A) economic imbalance in society
B) reduced exports
C) trade deficits
D) an increased demand for unskilled labor
E) fresh markets and opportunities
Which of the following statements is true regarding social classes in the United States?
A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.
Which of the following is true with regard to personal selling?
A) Personal selling entails personal presentations by a firm's sales force for the purpose
of making sales and building customer relationships.
B) Personal selling involves making personal requests to potential buyers to enter into
short-term business relationships with firms.
C) Personal selling distances the buyer from the seller and does not focus on building
enduring relationships.
D) An outside sales force is not involved in personal selling.
E) Personal selling is a relatively new profession.
________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback
The success of the Tom Dennis Ford dealership has been built largely on return
customers and word-of-mouth recommendations. The majority of sales are made to
customers who have purchased a vehicle at the dealership before or who know someone
who had a positive experience of purchasing a vehicle there. The sales force at the Tom
Dennis Ford dealership most likely knows that using high-pressure selling is ineffective
if the dealership wants to ________.
A) achieve short-term gains
B) move last year's models
C) obey local and federal law
D) build long-term customer relationships
E) maintain a database of local customers
What is the purpose of a data warehouse?
A) to obtain secondary data and integrate it with primary data
B) to gather and integrate data in a central, accessible location
C) to interpret the meaning of the data obtained
D) to prevent the theft of customer data
E) to identify and discard outdated data
What are some of the limitations of observational research?
Why is the business buying process more formalized than the consumer buying
process?
What is selective distribution?
Outline the steps in developing effective marketing communications.
Briefly define the four marketing concepts
Why are competitors considered a good external idea source?
