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All of the following organizations are likely part of the institutional market EXCEPT
________.
A) LaGrange Community Hospital
B) Worthampshire Prison
C) Lancaster Real Estate Company
D) Water Street Nursing Home
E) Millersville Community College
Marketers are most effective when they appeal to ________ rather than when they
________.
A) short-term needs; focus on long-term needs
B) teenagers; target older people
C) existing wants; attempt to create new ones
D) emotions; appeal to actual needs
E) the mass market; appeal to market segments
________ refers to how highly consumers regard and respect the brand.
A) Brand esteem
B) Brand conformance
C) Brand differentiation
D) Brand relevance
E) Brand knowledge
Which of the following most likely occurs in the supplier selection stage of the business
buying decision process?
A) The buyer calls for detailed written proposals or formal presentations from each
potential supplier.
B) The buyer compiles a small list of qualified suppliers by reviewing trade directories,
doing computer searches, or contacting other companies for recommendations.
C) The buying team decides on the best product characteristics and specifies them
accordingly.
D) The buyer prepares a general need description and identifies the quantity of the
needed item.
E) The buying center draws up a list of the desired supplier attributes and their relative
importance.
Which of the following is the objective of causal research?
A) to test hypotheses about cause-and-effect relationships
B) to gather preliminary information that will help suggest hypotheses
C) to describe things, such as the market potential for a product
D) to assign a cause to a seemingly random event
E) to predict the effect of a random event on unrelated entities
Whitelight stocks its toothpastes in all convenience stores across the country. This is an
example of ________ distribution.
A) exclusive
B) selective
C) hybrid
D) intensive
E) normal
Which of the following terms best describes the channels through which two or more
people communicate directly with each other, including face to face, mail, e-mail,
texting, or an Internet chat?
A) unidirectional communication channel
B) offline communication channel
C) personal communication channel
D) nonverbal communication channel
E) bidirectional communication channel
Randy keeps getting unwanted and annoying e-mails from several marketing firms
unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of
the following best describes these mails?
A) malware
B) adware
C) Trojan
D) firewall
E) spam
In a(n) ________ economy, fast growth in manufacturing results in rapid overall
economic growth.
A) industrial
B) industrializing
C) materials exporting
D) subsistence
E) agrarian
Which of the following is true about the sales force of a company?
A) Salespeople represent customers to the company and manage the buyer-seller
relationship.
B) Salespeople represent workers' interests to upper management.
C) The primary responsibility of a sales force is to formulate operational strategies.
D) The sales force is responsible for product development and product strategy.
E) The sales force oversees the auditing process and recovers money from defaulting
customers.
