________ refers to gathering primary data by selecting matched groups of subjects,
giving them different treatments, controlling related factors, and checking for
differences in group responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research
Which of the following brands most likely requires heavy advertising in order to be set
apart from similar products?
A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) high-share brands
________ weakens a given promotion’s ability to trigger an immediate purchase.
A) A customer-oriented promotion mix
B) Promotion clutter
C) Puffery
D) Local marketing
E) Niche marketing
A competitor analysis requires the assessment of all of the following EXCEPT the
competitors’ ________.
A) objectives
B) organizational hierarchy
C) strategies
D) strengths and weaknesses
E) reaction patterns
Which of the following wholesaler’s channel functions is exemplified by buying in
carload lots and then dividing these lots into small quantities?
A) warehousing
B) transportation
C) risk bearing
D) bulk breaking
E) selling and promoting
Right after closing, Joshua, a senior sales manager at Halcyon Technologies called up
the customer to ensure that she was satisfied with Halcyon’s products. By calling the
customer, Joshua also wanted to ensure repeat business. In this instance, Joshua is in the
________ stage of the selling process.
A) follow-up
B) handling objections
C) preapproach
D) closing
E) prospecting
Which of the following is the most likely reason that employees regularly attend trade
shows and seminars?
A) to analyze the product life cycle
B) to test new product concepts
C) to get new product ideas
D) to imitate competitors’ products and strategies
E) to implement a team-based new product development approach
Why do firms have difficulty accessing potential market areas in developing countries,
such as China and India?
A) inadequate distribution systems
B) anti-globalization efforts
C) highly centralized rural markets
D) limited manpower
E) high operating costs
________ distribution is a strategy in which producers of convenience products and raw
materials stock their products in as many outlets as possible.
A) Direct
B) Intensive
C) Inclusive
D) Exclusive
E) Selective
People cannot focus on all of the stimuli that surround them each day. A person’s
tendency to screen out most of the information is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia
Whitelight sells its toothpastes in many convenience stores across the country. This is
an example of ________ distribution.
A) exclusive
B) selective
C) hybrid
D) intensive
E) normal
After searching extensively for vendors, Shalina D’Souza, the owner of a manufacturing
firm, selected Texcom Technologies Inc. as her firm’s primary supplier of bearings and
shafts of a specific dimension. Shalina is currently preparing an order form that
specifies the number of shafts needed and the expected time of delivery. In other words,
she is preparing the ________.
A) order routine specification
B) general needs description
C) product specification
D) marketing mix
E) product mix
Shoe Trends, a company that manufactures formal shoes for men and women, offers to
give its customers $10 for an old pair of shoes when they buy a new pair. In essence,
they’re reducing the price of the new shoes by $10. What is this type of price adjustment
called?
A) functional discount
B) captive product pricing
C) seasonal discount
D) trade-in allowance
E) by-product pricing
Which of the following is a disadvantage of using a differentiated marketing strategy?
A) generates far lower sales compared to an undifferentiated marketing strategy
B) customer loyalty is negatively impacted and difficult to obtain
C) the costs of doing business increase
D) quality control problems increase
E) product safety decreases
A society’s ________ are expressed in how people view themselves and others,
organizations, society, nature, and the universe.
A) social codes
B) cultural values
C) demographics
D) public policies
E) norms
Touchscreen kiosks, handheld shopping assistants, interactive dressing-room mirrors
and virtual sales associates are all examples of how retailers use technology to
________.
A) maintain inventory costs
B) send information between stores
C) meet consumers’ expectations
D) produce more accurate forecasts
E) interact with suppliers
Which of the following best describes a strategic business unit?
A) the internal value chain of a company
B) the supply chain of a company
C) the key businesses that make up a company
D) the key channel intermediaries of a service company
E) the key competitors of a company
Which type of store carries a wide variety of product lines and has been squeezed in
recent years between more focused and flexible specialty stores on the one hand and
more efficient, lower-priced discounters on the other?
A) warehouse clubs
B) department store
C) factory outlet
D) merchant wholesaler
E) category specialist
Which of the following is a risk associated with international trade?
A) technological obsolescence
B) highly unstable governments
C) market monopolization
D) lack of trade barriers
E) currency stagnation
While collecting sensitive customer data, market researchers should adhere to all of the
following guidelines EXCEPT ________.
A) asking only for the information needed
B) using information responsibly to provide value
C) providing respondents with the research firm’s contact information
D) sharing information without the customer’s authorization
E) explaining to respondents how the information will be used
Which of the following is true of changes in the organization of distribution channels?
A) Developing new channels seldom causes conflict with a company’s established
channels.
B) To remain competitive, product and service producers must use fewer marketing
channels.
C) The growth of the Internet threatens many brick-and-mortar companies with
disintermediation.
D) Companies have fewer channel-options today than they did in the past due to
economic problems.
E) Advances in technology have decreased the number of channels available to
entrepreneurial firms.
A number of top fashion-modeling agencies would most likely be charged with
________ for jointly determining what commissions they charge for models.
A) prestige pricing
B) competitive pricing
C) price bundling
D) dynamic pricing
E) price fixing
Erica wants to replace her old washing machine with a new one. In order to get the
maximum value for her money, she plans to spend substantial time and effort in
gathering information and making product comparisons before making the actual
purchase. In this instance, Erica is planning to buy a(n) ________ product.
A) convenience
B) unsought
C) specialty
D) shopping
E) exclusive
________ marketing tailors brands and promotions to the needs and wants of regional
customer groups, such as cities, neighborhoods, and even specific stores.
A) Undifferentiated
B) Differentiated
C) Niche
D) Local
E) Individual