A research method in which a number of people are exposed to an idea or concept and
the interaction of the people is observed is called a(n) .
a. in-home interview
b. mail-group survey
c. focus group interview
d. shopping mall intercept interview
e. chat room interview
Marketing plans may be developed for strategic business units, product lines, individual
products or brands, or specific markets.
a. True
b. False
A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape,
would be an example of a(n)_____.
a. component part
b. specialty item
c. accessory equipment
d. raw material
e. process material
Vendor analysis is a formal, systematic evaluation of current and potential vendors that
focuses on a variety of dimensions including price, product quality, delivery service,
product availability, and overall company reliability.
a. True
b. False
Recognition and recall tests are posttest methods based on .
a. mail surveys
b. memory
c. inquiries
d. preferences
e. in-depth interviews
Joe is an athlete who plays a variety of sports that require various athletic shoes. He has
a favorable attitude toward Nike shoes. This favorable attitude is called brand .
a. loyalty
b. recognition
c. preference
d. insistence
e. equity
Technology is the application of knowledge and tools to solve problems and perform
tasks more efficiently.
a. True
b. False
People who comment on blogs or post ratings and reviews are known as critics.
a. True
b. False
The major disadvantage of a mail survey versus a telephone or personal survey is .
a. having to offer high premiums and attractive incentives
b. the failure of respondents to return the questionnaire
c. the elimination of interview bias
d. the lack of open-ended questions
e. the high cost incurred in conducting the survey
Besides Facebook and MySpace, many foreign countries have their own social
networking sites.
a. True
b. False
The gross domestic product is:
a. a measure of the profit made by all firms in a nation.
b. the average annual expenditure per organization in a nation.
c. a measure of the types of products produced by a nation.
d. an overall measure of a nation’s economic standing.
e. a ratio of domestic products to products produced in foreign countries.
So far, social networking has gained popularity only in America.
a. True
b. False
Safe Auto Insurance asserts “minimum coverage for minimum budgets” for its
automobile insurance. Which of the following best describes Safe Auto’s approach?
a. Customers often use price as an indicator of quality, and Safe wants to be seen as a
low quality provider.
b. The type of advertising used by Safe makes insurance more tangible to the customer.
c. Safe wants to reassure customers that it provides the highest level of service quality
available.
d. Because market conditions limit price rise on auto insurance, Safe uses this approach
to gain customers.
e. For certain services, customers look for the low-cost provider, which is what Safe
claims to be.
Motives can affect the direction and intensity of behavior.
a. True
b. False
The five-step process usually used for target market selection includes identifying the
appropriate targeting strategy, determining which segmentation variables to use,
developing market segment profiles, evaluating relevant market segments, and deciding
which targeting strategy to use.
a. True
b. False
When produce companies such as Dole Bananas bypass wholesalers and sell directly to
retailers, it is likely to:
a. create channel conflict between Dole and these wholesalers.
b. increase cooperation between Dole and the wholesalers.
c. show that Dole is integrating its channel intermediaries.
d. create horizontal integration between channel members.
e. increase the vertical integration of the channel intermediaries.
The job of the export agent is to bring together buyers and sellers from different
countries.
a. True
b. False
In what ways do perishability and intangibility affect the pricing of services?
Discuss the advantages and disadvantages of catalog marketing.
What is meant by the term “relationship marketing”? How does relationship marketing
affect a customer?
Explain the electronic data interchange (EDI) method.
Discuss the marketing efforts that are likely to be used during the growth stage of the
product life cycle.
What are the conditions under which an undifferentiated targeting strategy is effective?
Why are these conditions essential?
In what ways can packaging be used strategically?
What are the advantages of using an advertising agency to develop an advertising
campaign?
Explain how a salesperson’s performance can be evaluated.
Identify the major features of effective sales force compensation plans.