49. If Georgia-Pacific, a producer of home siding, decking, and other wood products,
focused its marketing efforts to home construction companies only, it would be using
a(n) strategy. If it sold the same products to both construction companies and DIY
retailers such as Home Depot, it would be using a(n)
a. undifferentiated; undifferentiated
b. undifferentiated; differentiated
c. differentiated; multisegmented
d. concentrated; differentiated
e. concentrated; concentrated
NAFTA simplifies country-of-origin rules, hindering Japan’s use of Mexico as a staging
ground for further penetration into U.S. markets.
a. True
b. False
Dissatisfaction may occur shortly after a purchase; this is called cognitive
dissatisfaction. a. True
b. False
Package characteristics help to shape buyers’ impressions of a product at the time of
purchase or during use.
a. True
b. False
Both Nike and Adidas standardize many of their shoe models and colors worldwide,
which is an example of .
a. globalization
b. customization
c. nationalization
d. culturalization
e. internationalization
When products are presented to television viewers, who can purchase them by calling a
toll-free number and paying with a credit card,_________s being used.
a. telemarketing
b. catalog marketing
c. direct-response marketing
d. e-marketing
e. television home shopping
Customers use brands to help judge product quality.
a. True
b. False
If a popular coffee shop was to donate 5 percent of every coffee purchase to shelters for
victims of domestic abuse for one month, this would be an example of:
a. strategic philanthropy.
b. ethical responsibility.
c. economic responsibility.
d. green marketing.
e. cause-related marketing.
The use of price skimming discourages competitors from entering a market.
a. True
b. False
One’s personality is a set of internal traits and distinct behavioral tendencies that result
in consistent patterns of behavior in certain situations.
a. True
b. False
Sales and product availability of low-cost convenience products may be directly related
to product cost.
a. True
b. False
Which of the following scenarios involves the distribution element of the marketing
mix?
a. Deciding whether or not a certain product should continue to be sold
b. Determining whether an advertising message would be more effective on television
or in magazines
c. Deciding whether or not to provide a percentage of discount for a particular product.
d. Deciding whether or not to have retail outlets in addition to a website
e. Developing a new warranty policy for an existing product
Both the service provider and the customer must work together to provide and receive a
service’s full value.
a. True
b. False
The 1990 Nutritional Labeling and Education Act directly prohibits:
a. exaggerated claims made by all products.
b. putting the words “cholesterol-free” on any food package.
c. putting nutritional information on most food products.
d. exaggerated health claims on food packages.
e. the use of any health claim on food packaging.
Which of the following national self-regulatory organizations screens advertisements?
a. Federal Advertising Review Division b. National Advertising Review Board
c. Federal Communications Commission d. Consumer Federation of America
e. Better Business Bureau