_____ is described as setting the price for an item relatively low and then charging
much higher prices for the expendables it uses.
A. Bait pricing
B. External reference pricing
C. Captive pricing
D. Odd-even pricing
The group of people on which a marketer focuses promotion and sales efforts is called a
_____.
A. focus group
B. target market
C. strategic group
D. sales pitch
Harry Howard, a successful real estate broker, has established his own real estate
company in western Pennsylvania. He has on-the-job experience working at a real
estate company where he had a whole staff supporting brokers’ work. Now on his own,
with two secretaries, Harry is building his dream of owning and growing his own
business. He wants to mainly focus on middle-to-upper-income homeowners and is
exploring what type of promotional material he needs to have. Which of the following
would be the fastest way for Harry to build his client base?
A. Word-of-mouth
B. Full-scale advertising
C. Personal selling
D. Sales promotion
The Nike ‘swoosh” is an example of a _____.
A. trade secret
B. copyright
C. trademark
D. patent
A _____ is an example of a low customer contact business.
A. retail establishment
B. medical or legal office
C. restaurant
D. manufacturing business
The firm that obtains the rights to use a particular piece of intellectual property is
referred to as the:
A. franchisee.
B. licensee.
C. obligor.
D. assignor.
Social capital is the major component of what accountants call _____, and it can be
found on business’s balance sheet.
A. doubtful debt
B. goodwill
C. bequest
D. excise duty
Pure goods are more _____ than pure services.
A. perishable
B. inconsistent
C. inseparable
D. homogenous
A lease in which at the end of the lease period the asset becomes the property of the
lessee, possibly with an additional payment is called a(n) _____ lease.
A. capital
B. leveraged
C. direct
D. operating
Which of the following business plans is also called a mini-plan?
A. Invention plan
B. Concept plan
C. Screening plan
D. Operational plan