A production costs analysis could be a part of a company’s SWOT analysis.
a. True
b. False
Answer:
Stores carrying Revlon Super Lustrous lipstick have begun using touch-screen
televisions that allow customers to see how different styles might look on their own
faces without talking to a makeup artist. Which of the following statements does this
new development support?
a. Salespeople sell products, not advice and assistance.
b. Personal selling has taken a technology turn in the last decade.
c. Relationship selling promotes a win”win situation for both buyer and seller.
d. Personal selling offers several advantages over other forms of promotion.
e. Modern views of personal selling emphasize the relationship between a salesperson
and a buyer.
Answer:
Most business marketers emphasize personal selling in their promotion efforts.
a. True
b. False
Answer:
USA cable television uses billboard, television, magazine, and newspaper advertising to
inform television viewers about new episodes of Monk, a popular television series. USA
uses ____ communication.
a. referential
b. mass
c. factual
d. interpersonal
e. public
Answer:
A group in society, such as family, friends, or a professional organization, that
influences an individual’s purchasing behavior is called a(n):
a. reference group
b. conformist group
c. opinion group
d. social group
e. influential group
Answer:
A style modification is a(n):
a. change in the product’s durability or dependability
b. safety improvement
c. aesthetic product change
d. way to add convenience
e. improvement in product versatility and effectiveness
Answer:
Which type of service processing uses technology or brainpower directed at customer’s
assets?
a. People processing
b. Possession processing
c. Mental stimulus processing
d. Information processing
e. Technology processing
Answer:
Purchasing contracts are commonly used in which type of buying situations?
a. Reciprocal
b. Straight rebuy
c. New buy
d. Extended rebuy
e. Modified rebuy
Answer:
Publicity is the element in the promotional mix that evaluates public attitudes, identifies
issues that may elicit public concern, and executes programs to gain public
understanding and acceptance.
a. True
b. False
Answer:
Which component of a service is the ability to perform the service dependably,
accurately, and consistently?
a. Responsiveness
b. Reliability
c. Assurance
d. Empathy
e. Tangibles
Answer:
Which of the following is not a real trend that has affected the consumer market?
a. The increased availability of bargain-priced private and generic brands has put
downward pressure on overall prices.
b. Buyers evaluate the price of new products against the value of existing products.
c. Many firms are trying to maintain or regain their market share by raising prices.
d. The Internet has made comparison shopping easier.
e. The United States was in a recession from late 2007 until 2009.
Answer:
Adequate distribution for a new product is often obtained by reducing the size of the
profit margin for its resellers.
a. True
b. False
Answer:
Leader pricing is also called:
a. psychological pricing.
b. follower pricing.
c. frontrunner pricing.
d. price bundling.
e. loss-leader pricing.
Answer:
The six Ps of the retailing mix are product, place, price, promotion, personnel, and
planning.
a. True
b. False
Answer:
One major advantage of pipelines over other modes of transportation is:
a. availability
b. points served
c. flexibility
d. speed
e. reliability
Answer:
Which type of advertising is used to stimulate demand for a new product or product
category?
a. Comparative
b. Innovative
c. Focused
d. Image
e. Pioneering
Answer:
Persuasion normally becomes the primary promotion goal when:
a. a firm is trying to increase brand awareness.
b. the product enters the growth stage of the product life cycle.
c. selling a highly technical product.
d. reminding consumers where to buy the product.
e. new products are in early stages of the product life cycle.
Answer:
Which of the marketing mix elements is often the most flexible?
a. Product
b. Promotion
c. Publicity
d. Place
e. Pricing
Answer:
Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher. The packaging said the
product combines the scrubbing power of Cascade with the grease-fighting power of
Dawn dishwashing detergent. What type of co- branding does this product represent?
a. Cooperative
b. Complementary
c. Piggyback
d. Ingredient
e. Synergistic
Answer:
Procter & Gamble introduced a new fabric softener dispenser that consumers stick to
the inside of the dryer drum and sent consumers free samples in the mail. This strategy
likely increased the rate of adoption of the new product.
a. True
b. False
Answer:
Which of the following statements about the relative amount of time spent in the selling
process by different types of salespeople is true?
a. A consultative salesperson would spend a lot of time generating leads.
b. A traditional salesperson would spend a lot of time following up the sale.
c. A relationship salesperson would spend a lot of time handling objections.
d. A relationship salesperson would spend a lot of time qualifying leads.
e. A consultative salesperson would spend a lot of time closing the sale.
Answer:
Which of the following products is most likely to be in the decline stage of its product
life cycle?
a. Cookie mixes
b. Wireless mobile phones
c. Streaming video services
d. Funeral caskets
e. DVD players
Answer:
Marketing managers who attempt to raise the quality image of their product by selling it
at high prices are following a(n) _____ strategy.
a. profit maximization
b. market share
c. maintained markup pricing
d. prestige pricing
e. investment asset
Answer:
Specialty discount stores differ from other discount stores. While most other
discounters offer a predictable assortment of merchandise, the styles and brands offered
at specialty discount stores change frequently and cost 25 percent or more below
traditional department store prices.
a. True
b. False
Answer:
Which of the following statements about culture as an influence on consumer buying
behavior is true?
a. A firm that has no understanding of the culture it is selling to has just as great a
probability of selling its product as a firm that understands the culture.
b. Some fear the proliferation of the Internet will increase cultural heterogeneity.
c. Language is an important aspect of culture.
d. Core values remain the same for all cultures.
e. Ethics have little to do with culture or consumer behavior.
Answer:
For many years JellO gelatin has run advertisements that tell consumers there is
“always room for JellO.” This is an example of promotion.
a. influence
b. amusement
c. informative
d. prevalent
e. reminder
Answer:
Which of the following statements about simultaneous product development is FALSE?
a. Simultaneous product development refers to the practice of developing multiple new
products at the same time.
b. With simultaneous product development, all relevant functional areas and outside
suppliers participate in all stages of the development process.
c. All departments within the company work together at the same time, but to maintain
a high level of secrecy, no one outside the company is involved in simultaneous product
development.
d. Simultaneous product development actually increases the length of time it takes to
get a product to market and the time the product will stay in the growth stage of its
product life cycle.
e. The Internet has not yet proven to be a useful tool for implementing simultaneous
product development.
Answer:
Profit maximization is the price at which supply and demand are equal, and there is no
inclination for prices to rise or fall.
a. True
b. False
Answer:
Although the price of a chemical added to paint to protect surfaces from mold and
mildew has almost doubled, the price of paint has risen an average of only 5 percent,
and the demand for both paint and the chemical that eliminates mold and mildew has
remained stable. The demand for this chemical is:
a. elastic.
b. derived.
c. bundled.
d. inelastic.
e. change resistant.
Answer:
Off-price retailers:
a. usually don”t ask for return privileges
b. very often offer a consistent assortment of merchandise.
c. seldom stock brand name merchandise.
d. are owned by the manufacturer of the products they sell.
e. offer very deep assortments.
Answer: