After a recent 141-day strike, the union members in California went back to work at
area grocery stores. The union negotiated raises, better health care benefits, and a
one-tier pay scale. The role of the union may best be described as a(n) ________.
A. Governmental body
B. Stakeholder
C. Vendor
D. Internal customer
E. Management group
Feelings of accomplishment, personal growth, and self-worth are examples of
_____________________ rewards.
A. Intrinsic
B. Bonus
C. Contest
D. Extrinsic
E. Subjective
___________ is targeted at working professionals and offers some distinct advantages
in terms of a professional calling card.
A. Facebook
B. Twitter
C. Google Plus
D. LinkedIn
E. Reddit.com
A country that is primarily dependent on agriculture and has high illiteracy rates is in
the _______ stage of development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption
When you tell someone you are a marketing major in college, he or she may think you
want a career in ________________.
A. Management
B. Information technology
C. Sales
D. Customer service
E. Financial planning
The evaluation stage of the adoption process is where _________.
A. Consumers seek out information to further define the product
B. Consumers are engaged in the consumption of the product
C. Consumers are at the stage to determine if they want to become loyal to the product
D. Consumers combine all information and evaluate the product prior to trial
E. None of these
Products that start poorly in a product launch __________.
A. Seldom recover from the poor launch
B. Recover readily through increased marketing effort
C. Have a life cycle that looks very elastic
D. Have a knack for being the market leader through slow but steady growth
E. None of these
Pioneering advertising tends to be used during the ______ stage of the PLC.
A. Introductory
B. Growth
C. Maturity
D. Both introductory and growth
E. Introductory, growth, and maturity
The marketing manager for DRNK Spirits has decided that all of the products his
company produced would carry the same brand name of Nightlife. As a result there is
Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife
Whiskey. This is an example of _______.
A. Family branding
B. Store branding
C. Stand-alone branding
D. Co-branding
E. National branding
Johnson & Marshall, a growing producer of organic tea, decides to create a group that is
made up of people from the purchasing department, senior management with financial
knowledge, and engineers with design expertise. It is common for this group to be
called _________.
A. Ad hoc group
B. Party planners
C. Selling partners
D. Buying center
E. Post hoc group
The concept of engaging in a learning relationship with customers and directing the
firm’s resources to making each product or service to feel tailored is known as ____.
A. Market orientation
B. Product orientation
C. Differentiation orientation
D. One-to-one marketing orientation
E. Relationship orientation
Once a sale is made and the product delivered in the B2B market, the buyer _____.
A. Evaluates the product and supplier in a post-purchase process
B. Considers the sale complete
C. Looks for rapid installation of the product
D. Uses pert charts to evaluate time efficiencies
E. None of these
Not meeting _____________ expectations after the sale is one of the three primary
reasons for customer complaints.
A. Delivery
B. Price
C. Sales
D. Feature
E. Trust
____________________ is a distinct advantage (are distinct advantages) that personal
selling offers over other marketing communications methods.
A. Immediate feedback to the customer
B. Ability to tailor the message to the customer
C. The least expensive form of communication
D. Both immediate feedback to the customer and the least expensive form of
communication
E. Both immediate feedback to the customer and ability to tailor the message to the
customer