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Product mix ________ refers to the total number of items a company carries within its
product lines.
A) length
B) depth
C) height
D) width
E) consistency
Many managers think that "doing things right," or ________, is as important as, or even
more important than, "doing the right things."
A) strategy
B) planning
C) positioning
D) implementation
E) targeting
Neutron Inc. is conducting a business analysis to determine which of the many newly
developed apps should be released. To estimate sales, the company must ________.
A) conduct surveys of competitors
B) exclusively consider the government's opinions
C) consider the sales history of similar products
D) apply the PLC concept to industry sales
E) opt for business process reengineering
The business marketer normally deals with ________ than the consumer marketer does.
A) far fewer but far larger buyers
B) far more but far smaller buyers
C) negligible customer complaints
D) far less fluctuations in demands
E) far more elastic demand
In a(n) ________, leadership is assumed not through common ownership or contractual
ties but through the size and power of one or a few dominant channel members.
A) horizontal marketing system
B) administered VMS
C) corporate VMS
D) contractual VMS
E) conventional VMS
Steelz Inc. has designed a process that manufactures an improved version of steel more
efficiently, which will save the firm both money and resources. In considering the
launch of this new steel in the market, the firm must first decide on ________.
A) timing
B) location
C) organizational structure
D) test marketing
E) product mix
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists
and encourages them to distribute these samples to their patients and to inform the
patients about advantages of using Crest. The manufacturer of Crest toothpaste is using
________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
E) a vertical diversification strategy
Which of the following is an environmental factor that influences business buyers?
A) organizational procedures
B) individual motives
C) organizational objectives
D) supply of key materials
E) group dynamics
________ are complex behavioral systems in which people and companies interact to
accomplish individual, company, and channel goals.
A) Business matrices
B) Distribution channels
C) Resource banks
D) Consumer bases
E) Product platforms
Spartan Sportsgear is a company that sells sports equipments for adventure sports. It
recently launched ExtremeSpartan.com to showcase products and provide testimonials
of famous adventure sports athletes who use Spartan's products. Which of the following
best describes ExtremeSpartan.com?
A) corporate Web site
B) digital catalog
C) social network
D) podcast
E) blog
