If during an advertising campaign a certain portion of advertising runs continuously,
and then during specific periods additional advertising is used to intensify the level of
communication, a(n) media schedule is being used.
a. beating
b. alternating
c. flighting
d. continuous with emphasis
e. pulsing
When Starbucks decided to expand into the international markets of India, Japan, and
Argentina, its management realized that there would be significant differences in the
standards of living, credit, buying power, and income distribution in those countries.
Starbucks is currently examining the forces in its environmental analysis.
a. economic
b. cultural
c. ethical
d. technological
e. legal
A specialty product .
a. requires minimal effort to purchase
b. is purchased frequently
c. requires purchase planning and the buyer will not accept substitutes
d. is generally less expensive than other items in the same product class
e. prompts the purchaser to make comparisons among alternatives
Marketing channels for services are:
a. complex and multifaceted.
b. characterized by fewer than two intermediaries.
c. dependent on the geographical location of consumers.
d. determined by customers.
e. direct from provider to customer.
In an administered VMS, informal coordination brings about a high level of
interorganizational management.
Nonetheless, .
a. decision making does not take into account the goals of the system
b. the channel members do not remain autonomous
c. the decision making is not coordinated
d. the channel members remain autonomous
e. the goals of the individual firms are not congruent with the goals of the system
The forecasting method that utilizes a firm’s historical sales data to find patterns in the
firm’s sales volume over time is:
a. the regression method.
b. customer forecasting.
c. a market test.
d. sales force forecasting.
e. time series analysis.
H&M, a clothing company, communicates to its target customers by advertising in
magazines, offering clothing information on its website, creating a periodic online
newsletter, Facebook, and Twitter. These vehicles through which the coded message is
transmitted from the source, H&M, to the receiver, the prospective customer, are known
as a(n):
a. fields of reference.
b. decoders.
c. encoders.
d. relay channels.
e. communication channels.
The criteria used to group people into classes are basically the same in all societies.
a. True
b. False
Customers that travel the globe expect to be able to buy the same product in most of the
world’s more than 200 countries.
a. True
b. False
Pioneer promotion neither emphasizes brand names nor compares brands.
a. True
b. False
Raw materials are especially affected by joint demand.
a. True
b. False
Services are provided by applying human and mechanical efforts to people or objects.
a. True
b. False
Which of the following refers to a firm’s specific development, pricing, promotion, and
distribution of products that do not harm the environment?
a. Marketing ethics
b. Social responsibility
c. Environmental marketing
d. Green marketing
e. Conservation marketing
To manage products effectively, a product manager of an organization must be
independent of other departments.
a. True
b. False
Marketing strategies should be established before marketing objectives are decided.
a. True
b. False
Kroger, Safeway, and Publix are all considered:
a. superstores.
b. groceries.
c. department stores.
d. supermarkets.
e. food stores.
What is brand equity, and what are the major elements that underlie brand equity?
Distinguish between consumer products and business products.
What steps should an organization take to be able to deal effectively with negative
public relations?
Define an industrial distributor and state some of the disadvantages of using industrial
distributors.
Why is it important for marketers to understand the consumer buying behavior?
Provide an overview of important social responsibility issues in marketing.