Convenience (food) stores offer:
A. wide assortments.
B. low prices.
C. more customer service than supermarkets.
D. a limited assortment of “fill-in” items.
E. None of these are offered by convenience (food) stores.
Transporting by air:
A. Works well for heavy, bulky items.
B. Is slower than transporting by truck.
C. May reduce the total cost of physical distribution.
D. Has had no effect on international trade.
E. None of these alternatives is correct for transporting by air.
Which of the following countries has the fastest projected population growth between
2010 and 2025?
A. United Kingdom
B. Canada
C. Germany
D. United States
E. Ethiopia
Regarding the demand for business products,
A. Demand for business products is derived from the demand for final consumer
products.
B. The demand facing most individual firms is fairly inelastic.
C. Industry demand is generally highly elastic.
D. All of these alternatives are correct.
The percent of people contacted who complete a survey questionnaire is the:
A. response rate.
B. sample base unit (SBU) rate.
C. population rate.
D. sample rate.
E. hit rate.
Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh
Farm brand name. It decides to introduce a new line of organic jams and preserves
under the Tru Flavor Preserves brand name. For its new line, Fresher Foods is using
______.
A. a family brand
B. an individual brand
C. a dealer brand
D. a private brand
E. a select brand
Teaser campaigns for a product work best in which stage of the adoption process?
A. Awareness
B. Interest
C. Evaluation and trial
D. Decision
E. Confirmation
Personal selling is MOST LIKELY to dominate a producer’s promotion blend when the
target customers are:
A. organizational and business buyers.
B. young married couples.
C. teenagers.
D. working wives.
E. senior citizens.
Home Sweet Home Co. manufactures and sells handmade wooden furniture. Its
manager routinely orders 50 cartons of Supreme Furniture Polish and 10 bottles of Ultra
Sheen Varnish from the same vendor. This is an example of a
A. straight buy.
B. modified rebuy.
C. new-task buy.
D. straight rebuy.
E. simplified buy.
Many firms prefer to distribute directly to the final customer or consumer because they
A. want to control the whole marketing job.
B. believe they can serve target customers at a lower cost.
C. think they can do the work more effectively than intermediaries.
D. can use the Internet to make direct distribution easier.
E. All of these are reasons why firms prefer direct distribution.
In a market-directed economy:
A. marketing managers make all the important economic decisions.
B. government planners make all the important economic decisions.
C. all the important economic decisions are made by voters in political elections.
D. consumers make all the important economic decisions.
E. the individual decisions of the many producers and consumers make the macro-level
decisions for the whole economy.
A “production-oriented” firm typically:
A. views customer credit as a customer service.
B. sets inventory requirements with customer needs in mind.
C. tries to sell the products it can make easily.
D. focuses advertising on need-satisfying product benefits.
E. operates as an integrated unit.
Many universities have begun conducting a variety of academic and athletic summer
camp programs for elementary school, middle school, and high school students. These
programs utilize the space in classrooms, dormitories, and other facilities that would
otherwise be unused during the summer months. In addition, the programs generate
revenue for the universities and promote them to prospective students. These new
opportunities are possible because during the summer, the universities have excess:
A. Capital.
B. Capacity.
C. Cash flow.
D. Inventory.
E. None of these.
Which of the following is an example of using a cue to attract consumers?
A. Using a label with red, white, and blue colors to stir patriotic feelings.
B. Adding lemon scent to a soap.
C. Using a package that looks like the one for a popular brand.
D. Adding pine scent to a cleansing fluid.
E. All of these are examples of using a cue.
When considering the advertising medium of outdoor and cinema, which of the
following advantages and disadvantages apply?
A. Very targeted, good detail, good “pass along,” but inflexible and long lead times.
B. Flexible, timely, local market, but may be expensive, have a short life, and no “pass
along.”
C. Selected audience, flexible, can be personalized, but relatively expensive per contact
and hard to retain attention.
D. Demonstrations, good attention, and wide reach, but expensive in total, has a lot of
clutter, and not always selective audience.
E. Captive audience, but outdoor has very short exposure times and cinema has
primarily a young audience.
Which of the following would NOT be included in a firm’s total variable cost?
A. Outgoing freight
B. Packaging materials
C. Depreciation on buildings
D. Expenses for parts
E. Sales commissions
Exchanges between producers and consumers are more difficult in an advanced
economy because of:
A. separation in time.
B. separation in values.
C. spatial separation.
D. separation of information.
E. All of these are correct.
Regarding advertising media selection, which of the following is the best advice?
A. “There is no such thing as a must buy.”
B. “Be sure the media match your target market.”
C. “Avoid the local media.”
D. “Make sure your first media choice reaches the whole target market.”
E. “Set very general promotion objectives to stay flexible.”
Direct _____ involves personal sales contact between a representative of the company
and an individual consumer.
A. marketing
B. selling
C. distribution
D. servicing
E. pricing
Which of the following statements about opinion leaders is true?
A. Opinion leaders are usually wealthier and better educated than others.
B. Opinion leaders on one subject aren’t necessarily opinion leaders on another.
C. Firms always aim their marketing mixes at general consumers, not opinion leaders.
D. Favorable publicity from opinion leaders rarely helps a marketing mix.
E. Opinion leaders are the same as reference groups.
The aim of marketing is to
A. help create a pure subsistence economy.
B. eliminate the need for exchanges.
C. persuade customers to buy the firm’s product.
D. identify customers’ needs and meet those needs so well that the product almost ‘sells
itself.”
E. facilitate a single transaction.
Which of the universal functions of marketing deals most directly with advertising a
product in magazines?
A. Transporting
B. Selling
C. Financing
D. Risk-taking
E. Market information
What percentage of customers trust ads that appear on smartphones as credible sources
of buying information?
A. 17 percent
B. 29 percent
C. 36 percent
D. 41 percent
E. 56 percent
A firm’s annual sales meeting
A. is a type of external marketing effort.
B. is basically a variation on the pulling approach.
C. is a type of internal marketing effort which is a variation on the pushing approach.
D. is a method of promotion implemented where the employees’ effort is an expendable
part of the product.
E. is a type of internal marketing effort which is a combination of both the pushing and
pulling approach.
Which of the following could be a “breakthrough opportunity?”
A. A unique technical invention that competitors could not legally copy.
B. A contract with the best intermediaries to reach your market–ensuring that they will
handle your product and no competitors’ offerings.
C. A head start in a market so you can win target customers who will be really loyal to
your firm and its offering.
D. All of these could be breakthrough opportunities.
When Intuit, a tax and financial planning software company, created a website where its
QuickBooks customers could interact about problems facing their small businesses, this
was an example of a(n):
A. branded service.
B. blog.
C. online community.
D. case study.
E. webinar.
Which of the following strategic decision areas is a part of the product component of
the marketing mix?
A. Branding
B. Managing channels
C. Publicity
D. Discounts
E. Geographic terms
The median age of the U.S. population
A. was 37 in 1980.
B. will be about 30 by 2010.
C. is decreasing because the percentage of population in older age groups has
decreased.
D. is growing because the percentage of population in older age groups has increased.
E. has not changed since 1980.
What is the first job of an advertisement?
A. Getting action
B. Holding interest
C. Getting attention
D. Arousing desire
E. Creating awareness
As consumers shift their support to firms that do meet their needs,
A. laggard businesses are forced to either improve or get out of the way.
B. firms should focus on domestic markets and ignore international ones.
C. firms must immediately adopt their competitors’ strategies.
D. firms should adhere to the idea that “if it ain’t broke, don’t fix it.”
E. firms should increase promotional expenditure.
The retailer L.L. Bean uses a multichannel approach by adding ___________ to its
catalog.
A. a cable TV shopping channel
B. door-to-door selling
C. a phone solicitation
D. a website
Most ethical issues in the area of physical distribution are concerned with:
A. New-product development.
B. Product availability.
C. Location of retail stores.
D. Planned obsolescence of products.
E. Channel conflict.
Brand managers commonly perform the following marketing functions except:
A. manage each product category, or each brand, in an organization.
B. perform promotion duties traditionally handled by the advertising manager.
C. coordinate with others, including the sales manager, advertising agencies, production
and research people, and channel members.
D. oversee new-product development.
E. conduct research and development.
Storing:
A. costs include the costs of damage, theft, and reduced value if products get
out-of-date.
B. costs can be reduced in the channel if suppliers are reliable about meeting delivery
schedules.
C. too few products is likely to reduce a firm’s costs, sales, and profits.
D. decisions are more difficult to make when demand is irregular.
E. All of these alternatives about storing are true.