Perry Supply & Co. experiences an increase in its sales, and accordingly, its sales force
has continued to expand. Now, the firm plans to add a fleet of company vans as part of
its sales expansion. For Perry Supply & Co., these vehicles would represent a purchase.
a. modified rebuy
b. straight rebuy
c. new-task
d. reevaluated
e. repetitive
Products are classified as being business or consumer products according to the .
a. number of buyers involved in the decision
b. buyer’s intended use of the product
c. seller’s purpose of selling the product
d. location of use
e. types of outlets from which they are purchased
A competitive advantage is created when a company matches its core competency to the
opportunities it has discovered in the market.
a. True
b. False
Campbell has introduced a line of low-sodium soups in response to customer demand.
Which of the following philosophies has been incorporated by Campbell?
a. Selling concept
b. Production concept
c. Customer concept
d. Marketing concept
e. Retailing concept
As her Internet quilt and bed linen business grew, Danielle could no longer perform all
the distribution activities, so she hired a shipper and an information technology firm to
assist with these functions. Danielle is using___________physical distribution for her
business.
a. producers
b. wholesalers
c. retailers
d. selling agents
e. outsourcing
When a satellite dish company uses bundling to combine phone, dish, and broadband
Internet access prices, it is attempting to influence a consumer’s perception of price to
make a product’s price more attractive and reduce ‘sticker shock.” This is an example of
using_________a pricing strategy.
a. competition-based
b. cost-based
c. promotional
d. competitive
e. psychological
Nabisco, a biscuit manufacturing company, learned that health-conscious consumers
preferred lower fat snack and lower-carbohydrate foods. At the same time, the company
saw sales of such products slumping and was careful not to launch any new varieties of
these products for a while. Which of the following bestdescribes this biscuit company’s
action?
a. Environmental scanning
b. Environmental marketing
c. Push marketing
d. Market segmentation
e. Environmental analysis
After engaging in the process of identifying and analyzing a target market, Sirius Foods
Corporation develops a marketing mix to satisfy the individuals in that market to gain
long-term competitive advantages. In this example, Sirius Foods Corporation is creating
a .
a. corporate strategy
b. target design
c. performance standard
d. marketing strategy
e. mission statement
Although a radio announcer can read several hundred words a minute, a one-minute
advertising message should not exceed 150 words because most announcers cannot
articulate words into understandable messages at faster rates. This illustrates the
consideration________in effective communication.
a. transmission load
b. marketing exposure
c. channel spacing
d. channel coding
e. channel capacity
A layout includes only the illustrations used in an advertisement.
a. True
b. False
Paid personal communication that seeks to inform customers and persuade them to
purchase products in an exchange situation is:
a. sales promotion.
b. advertising.
c. personal selling.
d. public relations.
e. publicity.
Marketers can use digital media to promote their companies, but marketers should not
use this medium to address problems.
a. True
b. False
Sam’s and Costco are examples of:
a. discounters.
b. warehouse clubs.
c. warehouse showrooms.
d. discount clubs.
e. wholesalers.
Achievement of the firm’s overall goals is part of the marketing concept.
a. True
b. False
Scenario2.2
Use the following to answer the questions. EXperience Limited is a company which
offers tours and vacations that include participation in an extreme sport, such as
hang-gliding, bungee jumping, skydiving, and motocross. Adrian Moss, EXperience
Limited’s owner, has just finished developing the strategic plan, including marketing
objective of growing his customer base by 15% during the coming year. He believes
that the best way of reaching that objective is to advertise to the college-aged student.
In the past, the majority of his sales have been to males under the age of 29,
participating in hang-gliding and bungee jumping at various tourist locations. He wants
to expand his skydiving and motocross tours, but isn’t sure whether or not the expansion
will be profitable. He currently has a database containing all the customers who have
gone on a hang-gliding or bungee jumping vacation with his company.
The fact that college enrollments have been increasing at a rapid rate over the past few
years is an example of .
a. an environmental factor
b. a strategic window
c. a marketing opportunity
d. a competitive advantage
e. a company strength
The marketing concept focuses on:
a. achieving the goals of top executives.
b. creating maximum visibility for the firm.
c. maximizing sales.
d. maximizing market share.
e. satisfying customers’ needs in a way that helps to achieve organizational objectives.