Which of the following is most likely an advantage of survey research?
A) The flexibility of survey research is high; it can be used to obtain many different
kinds of information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural
environments.
C) The chances of getting dishonest feedback are almost negligible with survey
research.
D) The attitudes and motives of the customers can be easily determined through survey
research.
E) The data gathered in survey research is impartial and free from bias as the surveys
are done in-person to evaluate consumer behavior.
________, the more it pays for the seller to raise the price.
A) The less inelastic the demand
B) The less elastic the demand
C) The less the quality of tied services
D) The more the sensitivity toward small price changes
E) The more intense the competition
Which of the following factors influencing the business buying process do marketers
typically find most difficult to assess?
A) economic
B) technological
C) interpersonal
D) organizational
E) environmental
________ are low-share business units in high-growth markets that require a lot of cash
to hold their share.
A) Stars
B) Dogs
C) Question mark
D) Cash cows
E) Bears
Product planners need to consider products and services on three levels. At the second
level, product planners must ________.
A) offer additional product support and after-sale services
B) identify the core customer value that consumers seek from the product
C) turn the core benefit into an actual product
D) find out how they can create the most satisfying brand experience
E) define the problem-solving benefits or services that consumers seek
Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy
truck industry. Although Reliable Tools only has 15 customers, the company is the sole
supplier of hub and axle components to those customers. Monthly sales at Reliable
Tools are approximately $1 million. “You might say we have all our eggs in one
basket,” says owner Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but
large accounts. Ninety-five percent of Reliable Tools’ customers are located in
Michigan, Ohio, and Indiana, which means that travel time to all customers is relatively
short. However, given the nature of the industry, time spent with each customer is
crucial.
Prospects can be qualified by looking at all of the following characteristics EXCEPT
________.
A) occupational mobility
B) financial ability
C) volume of business
D) location
E) possibilities for growth
A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier
in a country, was changing its name to M-Mobile and that to begin the makeover
process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of
the following elements of a promotion mix is represented in this example?
A) sales promotion
B) advertising
C) public relations
D) personal selling
E) direct marketing
When an effective program can be designed for attracting and serving a chosen
segment, the segment is best described as ________.
A) accessible
B) measurable
C) competitive
D) actionable
E) differentiable
Using ________ pricing, companies are able to turn their trash into cash, allowing them
to make the price of their main product more competitive.
A) product bundle
B) optional product
C) captive product
D) by-product
E) product line
Critics claim that firms are harmed and competition is reduced when companies expand
by ________.
A) developing their own new products
B) diversifying into new industries
C) acquiring competitors
D) developing new markets
E) initiating joint-ventures
A company’s marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and others. These organizations and groups are
also known as ________.
A) media publics
B) marketing intermediaries
C) customers
D) citizen-action publics
E) internal publics
________ is a type of service offered by those retailers who serve customers that are
willing to perform their own “locate-compare-select” process in order to save money.
A) Limited-service
B) Self-service
C) Full-service
D) Specialty-service
E) Wholesaling
Which of the following is true of conventional distribution channels?
A) Channel members have complete control over each other.
B) Channel members seek to maximize their own profits.
C) Channel conflict is governed by formal mechanisms.
D) Channel members are assigned roles according to a clearly defined framework.
E) Channel members work exclusively for the good of the organization.
Which of the following is true with regard to the same for less value proposition?
A) Discount stores and “category killers” rarely use the same for less value proposition.
B) The same for less value proposition is mostly offered by marketers who sell higher
quality upscale products or services.
C) The same for less value proposition cannot generate profits.
D) Offering the same for less can be a powerful value proposition because everyone
likes a good deal.
E) The same for less positioning involves meeting consumers’ lower performance or
quality requirements at a much lower price.
Which of the following is one of the four major communication functions?
A) coordination
B) distribution
C) noise
D) response
E) preference
________ refers to gathering primary data by selecting matched groups of subjects,
giving them different treatments, controlling related factors, and checking for
differences in group responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research
________ involves looking at whether a company’s key action plans are well-matched
to its opportunities.
A) Operating control
B) Benchmarking
C) Strategic control
D) Regression analysis
E) Portfolio analysis
What are the various risks a company takes when producing shoddy, harmful, or unsafe
products?
What functions do buyers serve in a buying center?
Why do population shifts interest marketers?
How do marketers respond to critics’ accusations of planned obsolescence?
What is an advertising objective? What are the three primary types of advertising
objectives?
How does online marketing provide flexibility for sellers?