One way that Reiko Inc., a Japanese manufacturer of automobiles and motorcycles,
evaluates its product and service level is by how well it ranks on the J. D. Power &
Associates Sales Satisfaction Survey. In doing so, Reiko is:
a. controlling marketing activities.
b. taking corrective action.
c. empowering its employees.
d. evaluating actual performance.
e. setting performance standards.
The major levels of intensity at which a company can choose to distribute its products
are distribution.
a. vertical and horizontal
b. cooperative, conflicting, and integrated
c. strategic, extensive, and exclusive
d. selective, cooperative, and conflicting
e. exclusive, selective, and intensive
Which of the following statements is incorrect?
a. Of the three levels of planning, corporate strategy is the broadest.
b. The business-unit strategy should be consistent with the corporate strategy.
c. The marketing strategy should be consistent with both the business-unit and
corporate strategies.
d. Strategic planning begins at the marketing level and proceeds through business-unit
and corporate levels.
e. Strategic planning begins at the corporate level and proceeds through business-unit
and marketing levels.
All companies, no matter what their size or market position, maintain only one buying
center.
a. True
b. False
Some of the posttest methods for measuring advertising effectiveness are based on how
well consumers remember advertising and include (1) recognition tests and (2) recall
tests. What is the basic difference between these two approaches?
a. The actual ads are shown in the former but not in the latter.
b. The former method relies on memory alone, and the latter shows the actual ads
c. One uses a consumer jury; the other uses random individuals.
d. The respondents are given class clues in the latter but not in the former.
e. One is used primarily by the government, and the other is used by private businesses.
______monitors social networks for fraudulent accounts and assists their clients in
removing the deceptive accounts.
a. A brand-protection firm
b. The Federal Trade Commission
c. An Internet-protection agency
d. The Better Business Bureau
e. An online-police agency
A retailer is an organization that purchases products for the purpose of reselling them to
ultimate consumers.
a. True
b. False
Zack Freedman is an experienced salesperson who has worked for the same company
for 20 years. When he is informed that he must attend a training seminar the following
Tuesday, he believes it will most likely be about:
a. the company.
b. his customers’ companies.
c. basic selling methods.
d. new-product information.
e. prospecting.
Kohl’s, a department store featuring clothing and houseware, communicates in news
story form about its organization and its efforts to support local children’s hospitals.
This information is transmitted through mass media at no charge and is therefore
called .
a. news reporting
b. public announcement
c. mass communications
d. free advertising
e. publicity
A retailer is an individual or organization that sells products that are bought for resale,
making other products, or general business operations.
a. True
b. False
An embargo occurs when a government suspends trade with a particular country.
a. True
b. False
Attempts to deceive consumers into releasing personal information online are referred
to as online fraud.
a. True
b. False
Consumers who act as consumers directly.
a. creators
b. critics
c. collectors
d. joiners
e. spectators are becoming increasingly important to online marketers as a conduit for
addressing
Claire will be traveling to London next month for an official conference. Therefore, she
has decided to retire the old college luggage for a more professional-looking version
and has begun to evaluate various brands. Claire is most likely facing in this particular
purchase.
a. enduring involvement
b. perceptual involvement
c. internal retention
d. situational involvement
e. selective retention
Which of the following is not a common feature of a warehouse club?
a. Concrete floors
b. Wide aisles
c. Good customer service
d. Large packages
e. Low price per unit
Package safety or convenience features can perform a promotional role.
a. True
b. False
Melanie prefers to shop at Target for most of her household needs even though the same
products and brands are available at Kmart. She prefers the service, location, and
friendliness of the employees at Target. Melanie’s reasons that influence her decision to
shop at Target are called:
a. self-actualization needs.
b. learning processes.
c. patronage motives.
d. product attitudes.
e. retailer attitudes.