If a microchip in a computer at the Pentagon failed, which method of transportation
would be most appropriate to use to replace the chip immediately if one could get the
new chip only from New York City?
a. Government vehicle
b. Airway
c. Waterway
d. Truck
e. Railroad
Stacey’s client group has been gradually shrinking and she is looking for new
prospective clients. She has decided to spend a couple of days approaching potential
customers without any prior consent. Stacey’s method of approach is known as:
a. referral approach.
b. ambulance chasing.
c. door-to-door selling.
d. cold canvass.
e. repeat contact.
Co-branding capitalizes on the trust that customers have in both companies involved.
a. True
b. False
Price is a flexible ingredient in the marketing mix.
a. True
b. False
Netflix sells its movie services using its website, while Red Box sells its movie services
using vending machines.
From a customer’s point of view, which of the following is true about Netflix and Red
Box?
a. Netflix is using a direct-marketing channel and Red Box is using a type of a slightly
shorter channel.
b. Netflix is using a direct-marketing channel and Red Box is using a type of an agent.
c. Netflix is using an Internet wholesaler and Red Box is using a type of retailer.
d. Netflix is using an Internet wholesaler and Red Box is using a slightly longer
channel.
e. Netflix is using a direct-marketing channel and Red Box is using a type of retailer.
A(n) is a concept, philosophy, or image.
a. product
b. good
c. idea
d. service
e. issue
Penetration pricing and price skimming of the market are two types of new-product
pricing strategies.
a. True
b. False
TasteIt Juice offers its customers a stamp card that allows them to receive a free
smoothie after they have filled an entire card. This is an example of a:
a. free sample.
b. rebate.
c. frequent-user incentive.
d. premium.
e. consumer contest.
A representative from Coca-Cola stops by at a local megastore once a month to inquire
the amount of soft drink that the store will need. The restaurant’s orders are an example
of purchase.
a. new-task
b. modified rebuy
c. straight rebuy
d. bid
e. negotiated
To gain customer acceptance, the two brands involved in co-branding must represent a
complementary fit in the minds of buyers.
a. True
b. False
Which of the following statements about marketing environment forces is correct?
a. They influence customers by affecting their lifestyles, standards of living, and
preferences and needs for products.
b. They do not influence customers’ reactions to a firm’s marketing mix.
c. They fluctuate slowly and do not create threats to a firm’s marketing mix. d. They
never fluctuate quickly.
e. They do not influence the way a marketing manager performs certain marketing
activities.