is a broad set of communication activities used to create and maintain favorable
relations between the organization and its stakeholders.
a. Advertising
b. Trade relations
c. A press strategy
d. Public relations
e. Publicity
Individuals and business organizations that buy finished goods and trade them to make
a profit without changing the physical characteristics of the product are classified as
markets.
a. consumer
b. institutional
c. producer
d. government
e. reseller
For which of the following products would exclusive distribution be most appropriate?
a. Gasoline
b. Rolls Royce automobile
c. Ray-Ban sunglasses
d. Louis Vuitton luggage
e. Harley-Davidson motorcycle
Interior Designs Inc. sells expensive custom-made draperies, bedding, and accessories
through sales representatives who are also interior designers. It also has another,
slightly less expensive line that it sells through stores such as Nordstrom’s and Saks
Fifth Avenue. Interior Designs Inc. is most likely using a (n)____ target strategy.
a. differentiated
b. undifferentiated
c. concentrated
d. homogeneous
e. heterogeneous
Nate is preparing to evaluate one of his sales representatives, Julie Hill. His evaluation
of her performance for the previous year led to the conclusion that she often lacked key
product information at sales presentations. At their upcoming session, he will most
likely do which of the following?
a. Decrease the size of her territory.
b. Increase her sales quotas.
c. Terminate her.
d. Recommend that she attend a training program.
e. Ignore this problem given that her sales results were good.
To assume that sales create advertising is incorrect.
a. True
b. False
Lifestyle analysis focuses on people’s activities, interests, and opinions.
a. True
b. False
The effectiveness of demand-based pricing often depends on a marketer’s ability to
determine all the costs associated with the product.
a. True
b. False
Despite emerging technologies, consumers are unchanging in their traditional
information searches and consumption behaviors.
a. True
b. False
After purchasing a product, post purchase evaluation may result in cognitive
dissonance. Cognitive dissonance is:
a. the congruence between external and internal searches for available primary and
secondary product information.
b. a function of the manner in which the manufacturer of the product describes its
attributes.
c. a person’s interest in a highÂcost product or product category that is ongoing and
longÂterm.
d. the establishment of criteria for comparing purchase products.
e. doubts that occur because the buyer questions whether the decision to purchase the
product was right.
A tool that allows an advertiser to compare the costs of several media vehicles within a
specific medium relative to the number of persons reached by each vehicle is called
a(n) .
a. cost comparison indicator
b. media comparison selector
c. unit-price selector
d. cost/person index
e. vehicle/price indicator
Riley usually buys Pantene Shampoo for Colored Hair, however, if that is not in stock,
she will buy L’Oréal or
Garnier Fructis. Riley’s level of brand loyalty can be described as brand_____ .
a. recognition
b. acceptance
c. preference
d. insistence
e. acknowledgement
The American automobile industry was historically dominated by “The Big Three,”
referring to General Motors, Ford, and Chrysler. However, as many more foreign
competitors began influencing this market, the American companies had to modify and
differentiate their products. The automobile industry moved from a(n)___ structure to
a(n)___ structure.
a. monopolistic; oligopolistic
b. oligopolistic; pure competition
c. oligopolistic; monopolistic competition
d. monopolistic competition; pure competition
e. monopolistic; monopolistic competition
An arrangement in which a manufacturer pays a certain amount of a retailer’s media
costs for advertising that manufacturer’s products is:
a. a buy-back allowance.
b. a merchandise allowance.
c. premium money.
d. push money.
e. cooperative advertising.
An arrangement in which a supplier grants a dealer the right to sell products in
exchange for some type of consideration is________.
a. selling products on consignment
b. retailing
c. wholesaling
d. licensing
e. franchising
Consumers view the illegal downloading of copyrighted materials as more unethical if
the person’s motivation is primarily utilitarian, than if it is for a hedonistic reason.
a. True
b. False
Claire is beginning to wonder if she has made the right decision about purchasing a new
HP Laptop after she sees a friend with a new Dell. Claire’s doubt whether she made the
right decision occurs during the decision process.
a. cognitive dissonance phase
b. purchase phase
c. evaluation of alternatives phase
d. information search phase
e. post purchase evaluation phase
The policy of naming each product differently is known as branding.
a. brand-extension
b. family
c. differentiated
d. individual
e. new-product
Approximately two-thirds of the world’s is outside of the United States.
a. selling power
b. marketing strategy
c. purchasing power
d. technical expertise
e. fast food consumption