The term “cultural branding” describes how a brand conveys a powerful myth that
consumers find useful in cementing their identities.
a. True
b. False
Assuming everything else equal, the most cost-efficient way for British Petroleum to
transport crude oil from remote oil drilling sites in central Alaska to shipping terminals
on the Alaskan coast would be:
a. waterways.
b. intermodal transportation.
c. tanker trucks.
d. railroads.
e. pipelines.
Which of the following may include special attractions such as amusement parks or
skating rinks?
a. Convenience shopping centers
b. Neighborhood shopping centers
c. Community shopping centers
d. Regional shopping centers
e. Superregional shopping centers
Marketing ethics relates to individual and group evaluations about what is right or
wrong in a particular marketing decision-making situation; social responsibility deals
with the total impact of marketing decisions on society.
a. True
b. False
Intuition and expediency are primary characteristics of the sales forecasting method of .
a. surveys
b. executive judgment
c. cycle analysis
d. market tests
e. industry indicators
If a commercial advertisement compares one brand of laundry detergent to another
brand, this is a type of competitive advertising.
a. True
b. False
Profit is the highest at the point where marginal revenue and marginal cost are equal.
a. True
b. False
Changes in the marketing environment always hurt marketing efforts.
a. True
b. False
Steve is aware of the growth in digital media advertising, particularly to certain target
markets. The use of advertising on digital devices can alienate some consumers. Steve
has uncovered recent research stating that young consumers are more likely to be
receptive to advertising appearing on their digital devices if the source is______ ;
is _____been given, and the messages are_____ .
a. known; a coupon; exciting.
b. trusted; permission; entertaining.
c. liked; permission; with a monetary benefit.
d. trusted; a discount; educational.
e. known; a discount; humorous.
The marketing environment is a set of static and constant surroundings.
a. True
b. False
Yvonne and Garret are looking at information about how their organization’s products
could fit potential customers’ needs. This information deals with demographic
characteristics, product benefits sought, lifestyles, geographic factors, brand
preferences, and usage rates. They are most likely looking at:
a. the sales force survey results.
b. the results of sales forecasting.
c. a market trend analysis.
d. a market segmentation discrimination analysis.
e. a market segment profile.
Brand equity helps give a brand the power to capture and maintain a consistent market
share, which provides stability to an organization’s sales volume.
a. True
b. False