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All of the following are common uses for a direct marketing customer database
EXCEPT ________.
A) generating sales leads
B) identifying prospective customers
C) profiling customers based on previous purchases
D) gathering marketing intelligence about competitors
E) building long-term customer relationships
________ consists of activities undertaken to create, maintain, or change the attitudes
and behaviors of target consumers toward an organization.
A) Social networking
B) Organization marketing
C) Niche marketing
D) Puffery
E) Organizational learning
________ refers to the unique psychological characteristics that distinguish an
individual or group.
A) Groupthink
B) Belief
C) Perception
D) Personality
E) Self-awareness
Observation is best suited for ________.
A) exploratory research
B) constructive research
C) experimental research
D) descriptive research
E) survey research
A ________ consists of all the product lines and items that a particular seller offers for
sale.
A) product mix
B) store brand
C) supply chain
D) value chain
E) line extension
Immediately after deciding which markets to enter, the company should determine
________.
A) the most suitable global communication program
B) how to price its products in different markets
C) the global marketing organization
D) the global marketing program
E) how to enter the market
Which of the following is true of using trucks as a transportation mode?
A) Transportation via trucks is costlier than by rail or air.
B) Trucks are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
C) Trucks provide in-transit services such as the diversion of shipped goods to other
destinations en route.
D) Trucks are highly flexible in their routing and time schedules.
E) Trucks are the slowest mode of transportation and most affected by the weather.
Kathy Champe, a public relations specialist for a regional chain of pharmacies,
regularly contacts members of the local and state-wide media with information about
community events and charity fundraisers sponsored by her company. This is an
example of the ________ function of public relations.
A) press relations
B) product publicity
C) investor relations
D) lobbying
E) development
Which of the following is true about the demand curve?
A) A demand curve indicates the drop in the average per-unit production cost that
comes with accumulated production experience.
B) A demand curve indicates the cost per unit of output in the long run.
C) A demand curve indicates the cost per unit of output in the short run.
D) In a monopoly, the demand curve does not indicate the total market demand
resulting from different prices.
E) A demand curve shows the number of units the market will buy in a given time
period at different prices that might be charged
Which of the following is a significant challenge presented by the product life cycle?
A) new-product development
B) static tastes and zero competition
C) anti-trust laws
D) measurement of results
E) plotting the stages as a product goes through them
Which of the following is the final stage in the new product adoption process?
A) awareness
B) adoption
C) evaluation
D) interest
E) trial
