Product line stretching involves adding more items within the present range of the line.
When a company decides to go international with a product, it must first figure out
what products and services to introduce and in which countries.
The more loyal a firm’s profitable customers, the lower its customer equity.
Disintermediation occurs when product or service producers cut out intermediaries and
sell directly to final buyers.
Industrial products are classified as convenience products, shopping products, specialty
products, and unsought products.
Comparative advertising is a type of persuasive advertising.
Shopping product marketers usually distribute their products through many outlets to
make them readily available to customers.
In small companies, prices are typically set by the sales or marketing departments.
Even if a segment has the right size and growth and is structurally attractive, a company
must consider its own objectives and resources before targeting that segment.
People use the same products and services as they progress through each life-cycle
stage.
In a straight rebuy, a buyer reorders something without any modifications.
Companies today are moving away from target marketing and toward mass marketing.
The best source of new prospects for a salesperson is referrals.
Which of the following is true about trends in wholesaling?
A) New laws prevent wholesalers from having their own retailing operations.
B) Value-added customer relationships have been replaced by control systems.
C) Merchant wholesalers are decreasing in number and relevance.
D) The demand for lower prices and higher quality has increased.
E) Bulk breaking is increasingly popular and necessary.
In which step of the selling process does a salesperson most likely meet a customer for
the first time?
A) prospecting
B) preapproach
C) presentation
D) qualifying
E) approach
A product is in the maturity stage of the product life cycle, and the company decides to
modify the marketing mix. Which of the following steps is the company most likely to
take?
A) use aggressive sales promotions
B) change features of the product
C) improve product quality
D) find new uses for the product
E) explore new market segments
Which of the following products would the electronics company CypressSound classify
as a cash cow in its BCG matrix?
A) Cyan’“a cell phone that is designed for music lovers and has a very low market share
in a market that is growing steadily
B) Boosh’“a home entertainment system that has a strong market share in a market that
is likely to expand in the future
C) Xpress’“an MP3 player that has a high market share in a market that is not expected
to grow significantly
D) AutoPlay’“a car audio system that has a high market share in a market that has been
growing constantly
E) Unipress’“a CD player that has a very low market share in a market that is shrinking
rapidly
Ethnographic research essentially involves ________.
A) experimental manipulation
B) observation and interaction
C) neuromarketing techniques
D) mechanical devices
E) online tools and surveys
In a logistics system, minimizing distribution costs most likely involves ________.
A) flexible assortments
B) large shipping lots
C) rapid delivery
D) large inventories
E) liberal return policies
With a market development strategy, a company aims to improve sales by ________.
A) increasing advertising efforts to build brand image in its current market
B) introducing a new variant of its product in a new market
C) increasing sales efforts in its current market with its current products
D) introducing its product in a new market without making any changes to the product
E) selling a new product in its current market
Ainsworth is a toy manufacturer based in Australia. Which of the following most likely
indicates that Ainsworth is following a diversification strategy?
A) Ainsworth increases its spending on advertising and promotion.
B) Ainsworth acquires the rights to manufacture toys resembling a popular cartoon
character.
C) Ainsworth introduces its toys in the Indian and South-East Asian markets.
D) Ainsworth enters the U.S. market with a line of children’s clothing.
E) Ainsworth develops a new line of educational toys targeting its current market.
Printed catalogs hold very little importance to marketers in the digital era.
Ingenious Group views and organizes its marketing activities from the viewpoint of its
buyers. Management works hard to sense, serve, and satisfy the needs of its
well-defined group of buyers. Which of the following does Ingenious Group most likely
practice?
A) consumer-oriented marketing
B) societal marketing
C) sense-of-mission marketing
D) affiliate marketing
E) innovative marketing
Which of the following is true of personal selling?
A) It is the most effective promotional tool for geographically dispersed buyers.
B) It allows firms to dramatize product offers through arts and visuals.
C) It is the most expensive promotional tool for companies to utilize.
D) It is an ineffective method for building long-term customer relationships.
E) It presents a firm’s message as news rather than as a sales-directed communication.
Stores that provide moderate sales assistance because they carry shopping goods about
which customers need a moderate level of information are called ________ retailers.
A) self-service
B) full-service
C) off-price
D) limited-service
E) convenience
________ refers to the unique psychological characteristics that distinguish a person or
group.
A) Personality
B) Lifestyle
C) Status
D) Attitude
E) Role
During which stage of the business buying process is a buyer most likely to conduct
value analysis by carefully studying components to determine if they can be redesigned,
standardized, or made less expensively?
A) general need recognition
B) product specification
C) proposal solicitation
D) order-routine specification
E) performance review
Which wholesaler channel function helps reduce the inventory holding costs and risks
of suppliers and customers?
A) showrooming
B) assortment building
C) warehousing
D) financing
E) transporting
Sheldon Parks works as a salesperson in a large company that sells vending machines
and beverages like coffee, tea, and hot chocolate. He meets Rosa Thoms, a potential
client who heads the administration department of a large MNC, and speaks to her at
length to determine the kind of vending machine and beverages her company would
need. After understanding the specifications, he provides her team of employees with
samples to obtain their feedback. At which step of the selling process is Sheldon in the
above scenario?
A) approach
B) preapproach
C) qualifying
D) prospecting
E) closing
The aim of ________ is to make ads so engaging or useful that people want to watch
them.
A) branded entertainment
B) advertainment
C) social advertising
D) subliminal advertising
E) infotainment advertising
________ advertising primarily maintains brand relationships and is important for
mature products.
A) Comparative
B) Persuasive
C) Personalized
D) Reminder
E) Classified
Why do international markets need to be segmented?
What are marketing dashboards? How do they benefit marketers?
How do companies use marketing techniques to respond to the changing diversity in the
U.S. population? Provide examples to illustrate your response.
Which pricing mix strategy should be used in relation to saleable scrap materials? How
does this strategy function?
Shopard publishes FBerry, America’s longest running fashion magazine, from one
central location in Los Angeles. FBerry is the only product that Shopard handles. The
magazine is bought by millions of readers in the U.S. and Europe. Which type of
sales-force structure is most appropriate for Shopard? Why?
Differentiate between consumer promotions and trade promotions. Explain the various
tools used in trade promotions.
Explain how salespeople link a company with its customers.