Facebook and Second Life are both examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens
Communication through a telephone call is considered a part of a(n) ________
communication channel.
A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional
Which of the following is the most effective’”but most expensive’”way to introduce a
new product or create new excitement for an existing one?
A) coupons
B) sampling
C) cash refunds
D) cents-off deals
E) satisficing
In the context of behavioral segmentation, markets segmented by ________ can be
categorized into light, medium, and heavy product users.
A) benefits sought
B) loyalty status
C) usage rate
D) user status
E) occasion
Companies can identify competitors from a(n) ________ point of view by defining
competitors as companies that are trying to satisfy the same customer need or build
relationships with the same customer group.
A) customer
B) blue ocean
C) market
D) myopic
E) industry
Market segments that can be effectively reached and served are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
Which of the following is a consequence of standardizing an international product?
A) image consistency
B) regional design flexibility
C) decreased product demand
D) increased manufacturing costs
E) higher marketing costs
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
Companies that define their missions in terms of products or technologies are
considered myopic primarily because ________.
A) products and technologies result in low returns on investment
B) consumer preferences with regard to products and technology are difficult to predict
C) consumer preferences for different product categories vary from time to time
D) products and technologies eventually become outdated
E) most consumers are not comfortable using sophisticated technology during the
buying process
Bias against bids made by American companies is an example of a(n) ________.
A) quota
B) tariff
C) boycott
D) nontariff trade barrier
E) exchange control
Which of the following is true about secondary data?
A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires
by the company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.
Gaining ________ requires delivering more value and satisfaction to target consumers
than competitors do.
A) competitive advantage
B) first-mover advantage
C) economies of scale
D) comparative advantage
E) differentiation
Which of the following is true of the baby boomers?
A) They tend to see themselves as far older than they actually are.
B) They represent a rapidly shrinking market for new housing and home remodeling.
C) They are long past their peak earning and spending years.
D) They control an estimated 70 percent of the United States’ disposable income.
E) They have utter fluency and comfort with digital technology.
Funco Inc., a toy manufacturer, sold plastic racing cars that were manufactured with
toxic materials, which threatened the health of several children. Under which of the
following acts is Funco most likely to be prosecuted?
A) Child Protection Act
B) Children’s Online Privacy Protection Act
C) Magnuson-Moss Warranty Act
D) CAN-SPAM Act
E) Wheeler-Lea Act
Which of the following is a potential drawback of using Web-based technologies for
making sales presentations and servicing accounts?
A) Web-based technologies lower the overall efficiency of salespeople.
B) The cost of the technology outweighs the advantages gained through eliminating
travel.
C) Web-based technologies can intimidate salespeople or clients who are unfamiliar
with them.
D) Salespeople who use web-based technologies tend to be less attentive to customer
needs.
E) Online selling usually takes more time than direct selling.
________ serves as a guide to the future by showing how the company’s products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) New clean technology
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision