NAFTA eventually eliminates all tariffs on goods produced and traded between the
United States, Mexico, and
Brazil.
a. True
b. False
The actual act of purchase is the second stage of the consumer buying decision process.
a. True
b. False
In today’s marketing environment, competitors can take on many forms. For example,
Diet Coke can be seen as a competitor to Wrigley’s Double Mint chewing gum. In this
circumstance, these two products are described as competitors.
a. generic
b. product
c. total budget
d. monopolistic
e. pure
Andromeda Corp.’s new shampoo, Pearl, is faltering badly in the market. Andromeda’s
marketing personnel are unsure who is responsible for various marketing tasks, when
these tasks are to be completed, or what resources have been allocated. Andromeda’s
marketing director, Carolyn Willis, said that the problem is that Pearl has the most
poorly written she has ever seen.
a. marketing plan
b. competitive plan
c. implementation plan
d. media schedule
e. product specification sheet
Almost all advertising campaigns are aimed at producing immediate sales.
a. True
b. False
Which of the following statements is true of the test marketing stage of the new-product
development process?
a. Test marketing is simply an extension of the screening and development stages.
b. All the products that undergo test marketing must be launched.
c. Test marketing allows marketers to expose a product in a natural marketing
environment to measure its sales performance.
d. In test marketing, a small sample of potential buyers is presented with a product idea
to determine their attitudes regarding the product.
e. Test marketing enables companies to eliminate the risk of product failure.
According to the consumer bill of rights, the idea that consumers’ interests should
receive full and sympathetic consideration in the formulation of government policy is
known as the right to:
a. be heard.
b. choose.
c. be informed.
d. safety.
e. listen.
Justin Franklin’s company is interested in locating areas where the average income is
high, the average age range is 25-35 years, and the lifestyles of the people involve
extreme adventures and dangerous leisure activities. His company would most likely
find possible markets through:
a. U.S. Census Bureau information.
b. geographic segmentation variables.
c. geodemographic segmentation.
d. climate information.
e. psychographic segmentation.
The types of surveys used to forecast sales are customer, executive, and competitor
surveys.
a. True
b. False
By installing automated check-in kiosks in airports, airlines have increased customer
convenience and facilitated faster check-in by customers. It has considerably reduced
the number of personnel attending to flight passengers. This has led to a decrease
in____________characteristic of the airline service.
a. perishability.
b. intangibility.
c. customer contact.
d. homogeneity.
e. customer service.
A consumer jury is a:
a. group of consumers who have purchased the product before they evaluate its
effectiveness.
b. panel of potential buyers of the advertised product brought together to pretest an
advertising message.
c. panel of buyers who review and evaluate an advertising message after it has been
circulated in certain
regions.
d. group of consumers who determine whether or not consumers have been treated
fairly by companies.
e. marketing research firm which ranks the effectiveness of advertisements.
In order to develop a new drink dispenser, a soft drink company collected information
on the soda-drinking habits of individuals in several different age groups, new
technologies for dispensing liquids from vending machines, and the sales of its
‘œfountain’ syrup for national restaurant chains to use in their soda machines. The soft
drink company’s collection of this information is an example of____, while the
examination of its impact on the potential for the new dispenser is an example of ____
.
a. environmental scanning; environmental analysis
b. an environmental force; environmental scanning
c. environmental analysis; environmental strategy
d. strategizing; environmental scanning
e. strategic management; environmental scanning
Scenario 6.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions,
including information from friends and family members. One of the most dissatisfying
consumer experiences is with auto repair. Aware of this, Kate has asked several of her
friends and family members where they have their cars repaired, since she has
experienced a problem starting her car when the weather is cold. Kate has heard that
Skola’s Auto Repair has reasonable prices, but it can be difficult to get an appointment.
Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop
over others.
One of the dissatisfied customers of Skola’s Auto Repair told his friend about his
experience. The friend has been a long-time Skola’s customer and the next day, didn’t
remember what he told her. This is an example of:
a. perceptive perception.
b. selective exposure.
c. selective distortion.
d. receptive exposure.
e. selective retention.
A seller can change prices quickly in a price competition situation.
a. True
b. False