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Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This
is an example of ________.
A) mass marketing
B) guerrilla marketing
C) direct marketing
D) multi-level marketing
E) ambush marketing
Which of the following acts requires that Web site operators obtain parental consent
before collecting personal information about children under the age of 13?
A) Safe Children's Act of 2001
B) Children's Online Privacy Protection Act
C) Children's Online Protection Act
D) Adam Walsh Child Protection and Safety Act
E) Children's Act for Responsible Employment
Trade shows most likely help companies to ________.
A) maximize productivity
B) find new sales leads
C) trim overhead costs
D) reduce the inside sales force
E) shorten the selling process
Jake Adams works for a marketing research firm and is currently conducting research
for a company that wants to investigate multiple international markets for the
possibility of expansion. Internet-based survey research would be the most attractive
research option for Jake if his client ________.
A) places a high emphasis on speed
B) requires a small sample size
C) places a high emphasis on following intrusive research methods
D) wants to exercise full control over the online sample
E) places a high emphasis on ethnographic research
One of the message structure issues that a marketer must handle is whether to
________.
A) draw a conclusion or not
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing
Which of the following is NOT a type of off-price retailer?
A) independent
B) factory outlet
C) warehouse club
D) category killer
E) wholesale club
________ becomes more important as competition increases. With this type of
advertising, a company's objective is to build selective demand.
A) Institutional advertising
B) Informative advertising
C) Reminder advertising
D) Covert advertising
E) Persuasive advertising
Target return pricing is a variation of which of the following cost-oriented pricing
approaches?
A) cost-plus pricing
B) break-even pricing
C) markup pricing
D) value-based pricing
E) fixed cost pricing
In an effort to differentiate its offerings from its competitors, Pegasus Computers
decided to add an extra USB port in all its laptops besides providing a free pair of
Delphi power bass headphones with every Pegasus laptop. Although the additional
features increased the price of the laptops by $500, Pegasus was confident that the
strategy would help boost demand for its laptops substantially. This is an example of
________.
A) good-value pricing
B) markup pricing
C) break-even pricing
D) value-added pricing
E) cost-based pricing
In ________ research, the objective is to gather preliminary information that will help
define the problem and suggest hypotheses.
A) exploratory
B) statistical
C) causal
D) analytic
E) descriptive
In a(n) ________ channel, the same member both produces and distributes a product or
service to consumers.
A) tiered
B) direct
C) platform
D) vertical
E) exclusive
