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Routine completion of sales made regularly to target customers is done by:
A. an order taker.
B. a merchandiser.
C. a detailer.
D. an order getter.
E. a supporting salesperson.
Most sales presentations follow the AIDA sequence which stands for
A. Attention, Interest, Desire, Action.
B. Attention, Interest, Develop, Appeal.
C. Attention, Involvement, Desire, Action.
D. Attention, Involvement, Desire, Appeal.
E. Attention, Interaction, Development, Action.
Marketing inefficiencies are due to all of the following reasons EXCEPT
A. lack of interest in the customer.
B. improper blending of the four Ps.
C. lack of understanding of the market environment.
D. listening too closely to the "voice of the customer."
E. lack of understanding of the fickle customer.
Intensive distribution:
A. gives a retailer more incentive to promote a product than he would have with
exclusive distribution.
B. is not very likely to be used in combination with multichannel distribution.
C. is more likely to be used with relatively high priced products than with low priced
products.
D. is often used for convenience products and business supplies.
E. None of these alternatives is correct.
Regarding consumer buying behavior,
A. attitudes affect the selective processes, learning, and buying decisions.
B. many consumers with a favorable attitude toward a product may have no intention to
buy it.
C. beliefs are less action-oriented than attitudes.
D. All of these alternatives are true.
Regarding product classes,
A. Business product classes are based on how buyers think about products and how the
products will be used.
B. Consumer product classes are based on how consumers think about and shop for
products.
C. The same product may be a consumer product and a business product.
D. Products are classified by what type of customer will use them.
E. All of these statements about product classes are true.
Specialty shops generally:
A. want to be known for the distinctiveness of their product assortment and the special
services they offer.
B. sell homogeneous shopping products.
C. are very good at speeding turnover.
D. carry complete lineslike department stores.
E. All of these alternatives are correct for specialty shops.
A _____ is an online group of participants joined together by a common interest, and
who participate in ongoing research.
A. experiment
B. mutual research network
C. family intercept
D. focus group
E. market research online community
At Verizon Communications, a marketing manager can view up-to-date marketing data
that has been customized to fit his area of responsibility by using a:
A. data warehouse.
B. search engine.
C. situation analysis.
D. marketing dashboard.
E. validity study.
Industry profits decline during the market maturity stage due to:
A. declining sales.
B. declining sales and declining costs.
C. mismanaged budgets.
D. rising promotion costs and increased competitive pressure to offer product at lowest
prices.
E. new varieties of the original product that fail to meet customer needs.
Nike claims in its Annual Report that "the reasons every NIKE employee comes to
work every day is to create great product, to lead the athletic industry in innovation, and
to serve the athlete." This is Nike's:
A. competitive barrier.
B. technology.
C. portfolio management.
D. mission statement.
E. competitor analysis.
A firm in monopolistic competition with a down-sloping demand curve:
A. does not have to worry about price competition due to the nature of its demand
curve.
B. can use marginal analysis to help it maximize profits.
C. will have to charge the "market price" which is set by the intersection of industry
supply and demand.
D. could use marginal analysis to compare alternativesbut this would not help in pricing
because this method focuses on selling one more unit and therefore ignores total
profitability.
E. None of these alternatives is correct.
Which of the following is true regarding shopping products?
A. Price is less important in the purchase of heterogeneous shopping products than
homogeneous shopping products.
B. Compared to heterogeneous shopping products, homogeneous shopping products are
usually more standardized.
C. Buyers usually expect more sales help or service with heterogeneous shopping
products.
D. The Internet has become the fast way to comparison shop for homogeneous
shopping products.
E. All of these statements about shopping products are true.
"Discretionary income:"
A. is a family's income AFTER taxes.
B. is a measure of a family's total purchasing power.
C. is the amount of income spent on durable goods.
D. is a family's income AFTER paying taxes and paying for necessities.
The term "micro-macro dilemma" means that:
A. most people are both producers and consumers.
B. marketing people cannot agree on whether marketing should be viewed as activities
or as a social process.
C. macro-marketing is just a small part of a larger micro-marketing system.
D. the micro view of marketing is concerned with the flow of goods and services from
producers to consumerswhile the macro view is not.
E. what is "good" for some producers and consumers may not be good for society as a
whole.
Managers satisfied with their current market share and profits sometimes adopt what
can be termed as "don't-rock-the-pricing-boat objectives." These are also referred to as
A. market share maximization objectives.
B. profit maximization objectives.
C. status quo objectives.
D. sales-oriented objectives.
E. target return objectives.
An application for the iPhone that includes voice directions for a built-in GPS system
can be helpful in finding a motel that is "off the beaten track". What is the primary
economic need being satisfied by this app?
A. Economy of purchase
B. Dependability in use
C. Efficiency in use
D. Convenience
A seller's invoice reads: "Seller pays the cost of loading said merchandise onto a
common carrier. At the point of loading, title to such products passes to the buyer, who
assumes responsibility for damage in transit, except as covered by the transportation
agency." This shipment has been shipped:
A. F.O.B. delivered.
B. F.O.B. shipping point.
C. F.O.B. mill, freight absorbed.
D. F.O.B. buyer's factory.
E. F.O.B. seller's factoryfreight prepaid.
Marketing
A. means 'selling" or "advertising."
B. provides direction for production.
C. involves actually making goods or performing services.
D. does not impact consumers' standard of living.
E. is the development and spread new ideas, goods, and services.
Some retailers feel that their potential customers find certain prices appealing, but
between these prices the customers see prices as roughly the sameand thus price cuts
within these ranges will not increase the quantity sold (i.e., the demand curve is vertical
within these 'same price" ranges). These retailers would probably use ______________
if they want to maximize profit.
A. average-cost pricing
B. bait pricing
C. leader pricing
D. prestige pricing
E. psychological pricing
Regarding the adoption process:
A. "Interest" is the first stage in the process.
B. "Confirmation" is the last stage in the process.
C. "Trial" precedes "evaluation" in the process.
D. "Evaluation" precedes "interest" in the process.
E. None of these is correct.
Early adopters
A. tend to rely on information sources that are not controlled by marketers.
B. tend to be opinion leaders.
C. are the first adoption curve group to buy a product.
D. are commonly called buzz agents.
E. All of these alternatives are correct.
A beer distributor, concerned about increasing regulation of alcoholic beverages,
decides to start a new business distributing children's toys. This company seems to be
pursuing
A. market development.
B. diversification.
C. product development.
D. market penetration.
With respect to culture and consumer behavior,
A. culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably
homogeneous set of people.
B. culture may exert many subtle influences on other aspects of consumer behavior.
C. different cultural subgroups are likely to require different marketing mixes.
D. All of these alternatives are correct.
_____ involves a detailed breakdown and analysis of customer purchases but does not
compare these figures against standards.
A. Sales analysis
B. Performance analysis
C. Cost analysis
D. A performance index
E. A marketing audit
Segmenting international markets can be more difficult because:
A. the concepts and approaches for segmenting domestic markets simply do not apply.
B. there are more dimensions and many unfamiliar variables.
C. there are fewer useful dimensions.
D. a manager must rely entirely on his or her own judgments about people in other
countries.
E. the quantity and quality of available market data are usually greater.
Customer service reps help:
A. customers buy.
B. the company win customers.
C. when a customer has technical questions that an order taker can't answer.
D. the company keep customers.
E. All of these alternatives are correct.
Which of the following pricing tools combines both, the cost-oriented price setting
approach as well as the demand-oriented price setting approach?
A. Break-even analysis
B. Average-cost pricing
C. Markup pricing
D. Marginal analysis
E. Price sensitivity
Best Sound, Inc. placed a full-page color ad in Car Talk magazinestressing the better
sound available with its car stereo product as compared to similarly priced productsto
try to affect its target market's future buying decisions. This is an example of:
A. reminder advertising.
B. pioneering advertising.
C. direct competitive advertising.
D. institutional advertising.
E. indirect competitive advertising.
ProEdge Tech, a leading technology firm, has bluntly stated its pricing objective as:
"Charge all the traffic will bear." This is an example of a
A. profit maximization objective.
B. unit sales growth objective.
C. growth in market share objective.
D. target return objective.
E. nonprice competition objective.
World Tennis Ball Co. (WTB) makes tennis balls and sells them only in the U.S. Raul
Fernandez, the firm's marketing manager, is comparing his firm's distribution with two
major competitors.
1) WTB sells its products through four regional distributors who then sell to 22 sporting
goods wholesalers. The wholesalers sell to a total of 7,000 retail outlets. From its
website, WTB also sells directly to any customer who will purchase a minimum
quantity of 24 tennis balls. WTB cooperates with members of its channel, but maintains
some control through its economic power and leadership. It helps to direct the activities
of the whole channel and tries to avoid or resolve channel conflicts.
2) American Tennis Ball (ATB) is a competitor that sells through two distributorseach
with half the country. The distributors then sell through 6 sporting goods wholesalers,
and they, in turn, sell to 1,000 retail outlets (split between two national sporting goods
chains and two general merchandise stores). ATB and its channel make little effort to
work together. However, because of a relatively low level of competition between the
distributors, the wholesalers, or the retail stores, each member of the channel gives the
product special attention.
3) National Tennis Ball (NTB) sells its products through only three tennis specialty
wholesalers that sell only to tennis clubs. NTB actually owns the wholesale firms that
handle its products. NTB's balls are only available at certain tennis clubs and NTB
limits coverage to only one club in a particular geographic area.
If American Tennis Ball adds more wholesalers and more retail outlets, this is likely to
A. create horizontal channel conflict.
B. lead to vertical channel conflict.
C. require that the largest wholesaler take over the channel captain role.
D. increase trust and cooperation in the channel.
E. prompt both vertical and horizontal channel conflict.
