The use of a pull policy may require heavy expenditures for:
a. advertising and sales promotion.
b. public relations and distribution.
c. personal selling and public relations.
d. distribution and advertising.
e. sales promotion and personal selling.
If Silk Soyamilk Corp. engaged in environmental scanning and analysis, it is likely to
change its products and marketing strategies to adapt to environmental forces rather
than trying to influence these forces. Thus, it can be concluded that this company has a
(n) approach to marketing environmental forces.
a. inactive
b. reactive
c. proactive
d. negative
e. variable
Jose and Teresa are searching for an apartment. Which of the following forms of
decision-making processes will best suit this purpose?
a. Extended decision making behavior
b. Limited decision making behavior
c. Impulse buying
d. Routinized response behavior
e. Intensive response behavior
To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to
customers who bought the large-size box. This form of sales promotion is called a:
a. premium.
b. coupon.
c. cents-off offer.
d. free sample.
e. money refund.
The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a
flower-pot liner. The customer just puts the box inside the flower pot, fills it with
potting soil, and then adds water. The Miracle-Gro chemical is activated by the water
and begins feeding the plant. This would be an example of packaging.
a. multiple
b. secondary-use
c. innovative
d. category-consistent
e. handling-improved
Selective demand is demand for a certain brand.
a. True
b. False
As Beth and Rob search for a new home, they are interested only in houses built by a
particular builder. This purchase is a characteristic of a(n) product.
a. branded
b. non-durable
c. unique
d. shopping
e. specialty
Income is the key factor in determining a person’s social class.
a. True
b. False
Social surroundings during the purchase decision do not include the presence of a
salesperson.
a. True
b. False
A company sales forecast is the amount of a product that a firm actually expects to sell
during a specific time period.
a. True
b. False
All products’”whether goods, services, or ideas’”are to some extent intangible.
a. True
b. False
Scenario3.2 Clayton Homes, a mobile home manufacturer since 1934, introduced its
new iHome in 2009. The iHome is one of the first of its kind,
designed as an updated, modern version of the modular home,
offered as a base home plus add- ons known as ‘œpods.’ The base home is a oneÂ-
bedroom, oneÂbath 734Âsquare foot version at a price of around
$80,000. There is also a 1,000 square-foot version for around $100,000. All versions
may add on the additional
one-room pods as desired which are shipped to your location and constructed on-site.
The homes offer galvanized metal roofing, corrugated steel siding, VOCÂfree paints,
and a ‘œbutterfly’ roof that collects rainwater. The iHome uses 30% less energy than a
similar squareÂfoot home and offers ‘œgreen’ characteristics of solar panels, tankless
water heaters, and low-flow faucets. In addition, it comes with bamboo flooring, a
renewable resource. The modular, preÂfabricated design offers endless options for
creating the customer’s home and its engineered building system cuts down on
construction waste. Due to the ‘œgreen effects’ of the iHome, the state governments
have given it a tax abatement for any sales taxes. The iHome’s reduction of energy use,
renewable resources as materials, ‘œpod’ customization, reduction of construction
waste, and tax abatement status is/are examples of reaction to environmental forces.
a. political and sociocultural
b. political, sociocultural, and economic
c. sociocultural and economic
d. political and economic
e. political, economic, sociocultural, and technological
In the context of evaluating marketing strategies, when performance standards exceed
actual performance, a marketing strategy will be deemed effective.
a. True
b. False
As Justin works on the prototype of a new action-oriented computer game, he is
engaging in the ___________phase of the new-product development process.
a. idea generation
b. commercialization
c. test marketing
d. screening
e. product development
In contrast to business purchases, consumer purchases are likely to be influenced
by___________.
a. economic planning
b. necessity
c. prior planning
d. social influences
e. rational needs
A framework for gathering and managing information from sources both inside and
outside an organization is referred to as _____.
a. marketing research agencies
b. a marketing information system
c. the marketing mix
d. a marketing research system
e. a secondary data system
Media allocation, retail outlets, and price are among the easiest marketing mix variables
to standardize.
a. True
b. False
A target market is a specific group of customers on whom an organization focuses its
marketing efforts.
a. True
b. False
Maintaining or increasing market share:
a. can be achieved even if industry sales are flat or decreasing. b. is an infrequently used
pricing objective in most industries.
c. depends upon the overall growth of the total industry. d. is a profit-related objective
based on price.
e. is directly tied to leading an industry in product quality.
Involvement level is one factor that affects a consumer’s selection of a type of
problem-solving process.
a. True
b. False