Wholesaling includes all the activities involved in selling products or services directly
to final consumers for their personal, nonbusiness use.
Small firms that can’t afford a competitive intelligence system often resort to using
“in-house” experts to study competitors.
Intermarket segmentation refers to forming segments of consumers who have different
needs and buying behaviors in a given geographical region.
For most marketers, customer relationship management (CRM) is exclusively a matter
of customer data management.
Early adopters are opinion leaders in their communities and adopt new ideas early but
carefully.
Launching a fighter brand is an effective way to deal with a situation in which the
market segment being lost is price sensitive and will not respond to arguments of higher
quality.
In the general needs description of the buying process, the buyer describes the
characteristics and quantity of the needed item.
Integrated marketing communications calls for recognizing all touchpoints where the
customer may encounter the company and its brands.
The American marketing system has been accused of poorly serving disadvantaged
consumers.
Air carriers transport digital products from producer to customer via satellite, cable,
phone wire, or wireless signal.
In a retailer cooperative, independent retailers band together to set up a jointly owned,
central wholesale operation and conduct joint merchandising and promotion efforts.
Service inseparability means that the quality of services depends on who provides them,
as well as when, where, and how they are provided.
Millennials comprise the most commercially influential group in America today.
A voluntary chain is a wholesaler-sponsored group of independent retailers that engages
in group buying and common merchandising.
A specific communication task to be accomplished with a specific target audience
during a specific period of time is called an advertising objective.
Critics say marketing benefits ________ more than ________.
A) consumers; manufacturers
B) industry; consumers
C) stores; manufacturers
D) exporters; importers
E) independent sellers; chain stores
Which of the following is an economic factor that a company should consider before
deciding to enter into a new country?
A) population size and growth
B) natural resources
C) cultural and social norms
D) political stability
E) climate
Packaging decisions that may be called into question under the law include ________.
A) minimum pricing
B) pollution
C) product quality and safety
D) exclusive territorial distributorship
E) product warranty
Nike produces shoes out of “environmentally preferred materials”, recycles old
sneakers, and educates young people about conserving, reusing, and recycling. Nike is
practicing ________.
A) new clean technology
B) product stewardship
C) pollution prevention
D) sustainability vision
E) design for environment
A particular firm added three new products earlier this year to increase variety for
customers. Two of the products failed to reach the minimal sales quota. Which of the
following is LEAST likely to have been the cause of their failure?
A) The products were priced too high.
B) The products were advertised incorrectly.
C) Competitors fought back harder than expected.
D) Product research was too extensive.
E) The product development costs were high.
A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition
While creating research questionnaires, researchers must particularly avoid the use of
________.
A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-end questions
Coffee, tea, cotton, and tobacco are the main exports of Uganda. It is most likely that
Uganda has a(n) ________ economy.
A) subsistence
B) marketing
C) merchandise exporting
D) raw material exporting
E) industrializing
When McDonald’s and other fast food restaurants offer “value menu” items at
surprisingly low prices, they are most likely using ________.
A) break-even pricing
B) target profit pricing
C) good-value pricing
D) cost-plus pricing
E) target return pricing
Which of the following is the adoption process stage at which the consumer considers
whether trying the new product makes sense?
A) awareness
B) interest
C) evaluation
D) adoption
E) trial
Geller Insurance calls qualified prospects to sell insurance. Which of the following
forms of marketing is evident from this example?
A) catalog marketing
B) kiosk marketing
C) direct-response television marketing
D) telemarketing
E) direct-mail marketing
How can a company manage information on specific customers more effectively?
Describe some important strategies for a marketer of a high-involvement product.
Explain how a company benefits from monitoring the blogosphere.
What is vertical conflict? Illustrate your answer with an example.
What are the characteristics of a successful Web site?
Why is it important for companies to understand cultural differences and nuances
before entering a foreign country’s market? Give two examples of cultural differences
that would be important for a company to know.
Alex works in the marketing department of an international company. How can Alex
use modern technologies to conduct market research and better serve his company’s
customers?
How do interpersonal factors influence the business buying process?
“The buying center concept presents a major marketing challenge.” What does a
business marketer need to learn in order to deal with the challenge effectively?