Open-ended questions are less likely to be asked in quantitative research than in
qualitative research.
Answer:
Activities, Interests and Opinions are the “AIO” variables used in lifestyle analysis.
Answer:
Although the marketing manager cannot control the competitive environment, he can
choose strategies that will avoid head-on situations.
Answer:
In ethnic markets within the U.S., the median age is higher and the birthrate is lower
than the overall population.
Answer:
To compete in the government market, it is very important that marketing mixes are
well matched with different bid procedures.
Answer:
Marketing-oriented managers see segmenting as a process of aggregating people with
similar needs into a group.
Answer:
Deciding on the right promotion blend should be the job of the advertising manager.
Answer:
A firm that makes products that are easy to produce and then tries to sell them has a
production orientation.
Answer:
Focus groups are a way to gather primary data quickly, but at a relatively high cost.
Answer:
Compared to some countries in Latin America, the rate of inflation in the U.S. is low.
Answer:
The technological environment includes such things as national income, economic
growth, and inflation.
Answer:
While intermediaries facilitate exchange, their cost makes the whole macro-marketing
system less efficient.
Answer:
As part of the basic problem-solving steps, a consumer searches for information,
identifies alternatives and what factors are important, and then evaluates one or more
products before deciding how best to meet a need.
Answer:
In general, a marketing researcher should get some problem-specific data before
planning a formal research project.
Answer:
Before the Pure Food and Drug Act was passed, it was assumed that the common law
and the warning “let the buyer beware” would take care of consumers.
Answer:
Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by
an identified sponsor.
Answer:
Strategic planning is a top management job that includes planning only for marketing.
Answer:
With roots in biology, ethnographic research studies different cultures by examining
their physiology.
Answer:
“Ideal market exposure” means selling a product through all intermediaries willing to
stock and sell it.
Answer:
With personal selling, the company’s marketing mix can be adapted to the needs of each
target market, but personal selling is usually quite expensive.
Answer:
The worldwide trend toward urbanization has prompted increased interest in
international markets.
Answer:
Given the same income, consumers in different social classes will handle themselves
and their money very differently.
Answer:
Selling direct-to-customer is more common with business products than consumer
products.
Answer:
“Selective exposure” refers to a person’s ability to screen out or modify ideas, messages,
and information that conflict with previously learned attitudes and beliefs.
Answer:
Firms that use direct marketing promotion may or may not use direct distribution.
Answer:
By presenting a coupon to a retailer, the consumer is given a discount off the list price.
Answer:
In the market introduction stage of the product life cycle, if a firm has economies of
scale and expects competitors to enter the market soon, it would be wise to adopt a
skimming pricing policy.
Answer:
The most suitable sales presentation for prospective customers whose needs are very
different is the “consultative selling approach.”
Answer:
A service logo refers to a type of trademark used for a service offering.
Answer:
Convenience products include staples, impulse products, and emergency products.
Answer:
A major problem with average-cost pricing is that it does not allow for cost variations at
different levels of output.
Answer:
A manager who follows a production concept views customer satisfaction as the path to
profit.
Answer:
“Full-line pricing” is setting prices for a whole line of products.
Answer:
A wholesaler might help a producer by reducing the producer’s need to carry large
inventory stocks.
Answer:
Manufacturers’ agents sell related products for several competing manufacturers.
Answer:
A discount house is trying to meet all the customer’s routine needs at a low price.
Answer:
If the family units on a South Pacific-island nation made all the products they consume,
it would be a good example of:
A. a pure subsistence economy.
B. a market-directed economy.
C. a micro-marketing system.
D. a command economy.
E. none of these is a correct answer.
Answer:
____ conflict occurs between firms at different levels in the channel of distribution.
A. Vertical
B. Diagonal
C. Horizontal
D. Parallel
E. Cyclical
Answer:
Mercedes, the European luxury car-maker, does not mention price in its magazine
advertising. Instead, the ad copy focuses on the quality and performance of the
Mercedes product line. What pricing objective is Mercedes pursuing?
A. Sales-oriented
B. Price flexibility
C. Nonprice competition
D. Introductory price deal
E. Bundling
Answer:
Which section of a formal marketing plan for a new product is most directly related to
deciding how you want the target market to think about your product compared to
competitive products?
A. Packaging
B. Customer analysis
C. Differentiation and positioning
D. Implementation and control
E. Place
Answer:
According to the “continuum of environmental sensitivity,” which of the following
types of products would be most sensitive to environmental changes?
A. Consumer products that are basically a commodity-like gasoline
B. Industrial products
C. Consumer products that are tied to cultural differences-like diet colas
D. Manufacturing products
E. Engineering products
Answer:
Which of the following is an example of earned media?
A. A word-of-mouth buzz initiated by a group of satisfied customers of a hotel
B. A teenager’s Pinterest page where she shares her paintings
C. An ad placed in a magazine
D. A company’s salesperson
E. A company’s website that is both informational and interactive
Answer:
When an AFLAC insurance agent calls a competitor’s small-business customers to try
to convince them to switch insurance companies, what type of sales activity is this?
A. Missionary calling
B. Technical prospecting
C. Telemarketing
D. Order taking
E. Supporting
Answer:
Organizational buyers:
A. are producers’ agents.
B. are problem solvers.
C. base purchasing decisions entirely on company needs.
D. are not affected by emotional needs.
E. All of these alternatives are correct.
Answer:
Which of the following statements about customer equity is FALSE?
A. Expected losses depend on customer equity.
B. If the parts of a firm’s marketing program work well together, it should increase the
firm’s customer equity.
C. Expected profits depend on customer equity.
D. Customer equity benefits customers but not the company.
E. None of these statements about customer equity is FALSE.
Answer:
Which of the following is NOT one of the consumer product classes discussed in the
text?
A. Unsought products
B. Innovative products
C. Shopping products
D. Convenience products
E. Specialty products
Answer:
A producer is likely to focus its promotion effort on stimulating primary demand at
what stage in the product life cycle?
A. Market introduction
B. Market growth
C. Market maturity
D. Sales decline
E. When selective demand is over.
Answer:
Which of the following statements about personal selling is FALSE?
A. Good salespeople present both the advantages and the disadvantages of their
products.
B. Helping to buy is good selling.
C. Personal selling is often a company’s smallest single operating expense.
D. A salesperson is often a representative of the whole company.
E. None of these statements about personal selling is FALSE.
Answer:
When a market test for a new product is successful, the firm typically introduces the
product in different regions of the U.S. in sequential stages. This process is called a:
A. rollout.
B. fallout.
C. TQM.
D. concept test.
E. JIT.
Answer:
Purchasing managers
A. are, in general, not very well educated.
B. always buy from the lowest price supplier.
C. may be willing to pay more to reduce personal risk.
D. are usually the last ones a salesperson sees, after the order has been approved by the
gatekeepers.
E. None of these alternatives for purchasing managers is correct.
Answer:
When 3M sent samples of Breathe Right Nasal Strips to the NFL trainers, this was an
example of a ___________________ strategy.
A. price
B. promotion
C. personnel
D. product
E. place
Answer:
The college or university that you attend is considered which type of organizational
customer?
A. Producer.
B. Intermediary.
C. Government.
D. Nonprofit.
Answer:
A “product-market” is a market in which:
A. all sellers offer exactly the same product.
B. one firm has achieved a competitive advantage.
C. all sellers offer products that are unique and innovative.
D. sellers offer very close substitute ways of satisfying potential customers’ needs.
E. sellers offer substitute products which are quite different physically or conceptually.
Answer:
A consumer who seeks to purchase an HDTV for the first time for a home
entertainment theater is:
A. likely to use routinized response behavior.
B. likely to engage is limited problem solving.
C. likely to engage in extensive problem solving.
D. about to make a low-involvement purchase.
E. likely to seek the brand with the lowest prices.
Answer:
The “adoption process” suggests that:
A. confirmation must come before the decision to adopt or reject.
B. evaluation usually comes before trial and decision.
C. the decision to reject may follow confirmation.
D. confirmation comes from a satisfactory evaluation.
E. decision usually follows trial and confirmation.
Answer:
The scientific way in which an economy’s resources are converted to output is part of
the _______________ environment.
A. competitive
B. economic
C. political
D. technological
E. social
Answer:
Careful handling of “trade-ins”-to avoid reducing the list price-is especially important
for sellers of:
A. expense items.
B. raw materials.
C. emergency products.
D. component materials.
E. none of these is a good answer.
Answer:
Which of the following laws focuses on price discrimination on goods of “like grade
and quality” without a cost justification?
A. The Fair Prices Act
B. The Robinson-Patman Act
C. The Federal Trade Commission Act
D. The Magnuson-Moss Act
E. There are no laws regulating price discrimination.
Answer:
Most conventional retailers in the U.S. are:
A. supermarkets.
B. mass-merchandisers.
C. limited-line stores.
D. specialty stores.
E. department stores.
Answer:
The fact that many Americans want the convenience of driving gas-guzzling trucks and
sport utility vehicles-which also contribute disproportionately to pollution and global
warming-is an example of
A. the micro-macro dilemma.
B. discrepancies in customer value.
C. marketing ethics.
D. the responsibilities of the marketer.
E. the marketing concept.
Answer:
Which of the following is a key trend affecting marketing strategy planning?
A. Senior and ethnic submarkets are getting smaller.
B. Slower new-product development
C. Less use of technology in personal selling
D. Less international market development
E. Growth of marketing information systems
Answer:
In a marketing plan, which of the following would not be included in the Promotion
area?
A. Advertising.
B. Packaging.
C. Personal selling.
D. Sales promotion.
E. Publicity.
Answer:
Logistics, or physical distribution, is the ________________ part of the marketing mix.
A. Possession
B. Placement
C. Production
D. Promotion
E. Product
Answer:
Which of the following trends creates difficult challenges for marketing managers?
A. Market data can now be gathered from social media websites.
B. Market data may be gathered from internal sources and external sources.
C. IT managers have become an important part of the marketing research process.
D. Data warehouses have become a central part of most marketing information systems.
E. Today’s businesses process 1000 times as much data as they did in the year 2000.
Answer:
On the price sticker placed on the window of a new vehicle by the manufacturer, the
manufacturer’s suggested retail price is listed, followed by a “destination charge” for
shipping the vehicle to the dealership. The destination charge is the same everywhere in
the country, no matter whether the dealership is close to or far away from the
manufacturing plant. This pricing practice is called:
A. F.O.B. pricing.
B. zone pricing.
C. uniform delivered pricing.
D. freight absorption pricing.
E. None of these is a good answer.
Answer:
Regarding product life cycles, good marketing managers know that:
A. any new brand must start off in the market introduction stage.
B. any product modification results in a new product life cycle.
C. product life cycles cannot be extended.
D. a firm’s product can be withdrawn before its related product life cycle is over.
E. All of these alternatives are true.
Answer:
With regard to government buying:
A. One of the primary concerns of government buyers is finding the lowest price.
B. A government buyer may be forced to accept the lowest bid whether he wants the
goods or not.
C. A government buyer can accept a higher bid when lower bids don’t meet the required
specifications.
D. Purchases by government buyers in the United States are usually subject to much
public review.
E. All of these alternatives are correct.
Answer:
The Nutrition Labeling and Education Act of 1990 calls for all of the following
EXCEPT
A. consumer goods be clearly labeled in easy-to-understand terms.
B. industry to try and reduce the number of package sizes.
C. food manufacturers to use a uniform format that allows consumers to compare the
nutritional value of different products.
D. industry to make labels more useful.
E. none of these (i.e., all of these are part of the Federal Fair Packaging and Labeling
Act).
Answer: