In industries in which price changes occur frequently, demand fluctuations have
practically been eliminated since buyers have become used to these changes and have
learned to ignore them.
a. True
b. False
An organization’s promotion mix is viewed as an unchanging part of the marketing mix.
a. True
b. False
Scenario 6.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions,
including information from friends and family members. One of the most dissatisfying
consumer experiences is with auto repair. Aware of this, Kate has asked several of her
friends and family members where they have their cars repaired, since she has
experienced a problem starting her car when the weather is cold. Kate has heard that
Skola’s Auto Repair has reasonable prices, but it can be difficult to get an appointment.
Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop
over others.
The change in Steve’s behavior toward Skola’s Auto Repair, caused by the company’s
response to his complaint, is a function of:
a. perception.
b. motivation.
c. attitudes.
d. learning.
e. influence.
A brand name should indicate the product’s major benefits.
a. True
b. False
Which of the following wholesalers never takes actual possession of goods?
a. Drop shippers
b. Cash-and-carry wholesalers
c. Truck jobbers
d. Mail-order wholesalers
e. Rack jobbers
If Caterpillar wished to reach the market in Malaysia but was leery of a direct
investment in the country, it might provide a Malaysian operation with the knowledge
to produce and market its products in exchange for a commission. This type of
arrangement is called .
a. licensing
b. exporting
c. a strategic alliance
d. a joint venture
e. contract manufacturing
Which of the following firms would be mostlikelyto have a monopoly for its
competitive environment?
a. TimeWarner Cable TV
b. Mitchell Trucking
c. American Airlines
d. Rogers Plumbing
e. Chemlawn Lawn Care
A good example of a government regulatory group at the local level is the Better
Business Bureau.
a. True
b. False
Joiners are those consumers who read what other consumers write, but do not produce
any content themselves.
a. True
b. False
In many instances the most appropriate way for a firm to cope with an event that leads
to negative public relations is to:
a. discourage news coverage of the event.
b. deny that the event occurred.
c. facilitate news coverage of the event.
d. hire a public relations firm.
e. refrain from publicity that reports the event.
The type of posttest an advertiser uses is affected by the type of advertising objectives
set by the advertiser.
a. True
b. False
Kristen is the new marketing manager for the footwear division of her company and is
currently planning next season’s product lines. She needs to gain access to data about
recent purchasing patterns in the industry, but has a limited budget and time. Which
type of data would be the best choice for Kristen to use in this situation?
a. Sampling data
b. Secondary data
c. Quota data
d. Primary data
e. Survey data
Demand-based pricing is most closely related to the___________of services.
a. perishability
b. intangibility
c. heterogeneity
d. customer contact aspect
e. inseparability