New products seldom generate enough sales to bring immediate profits.
a. True
b. False
When the managers at Logistics Pro are developing their strategic plan, they use a
market orientation as a guide to ensure that is an integral part of the process.
a. customer satisfaction
b. employee satisfaction
c. the best use of their marketing resources
d. the marketing mix
e. the marketing function
When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:
a. selective demand promotion.
b. loyalty marketing.
c. rural marketing.
d. embedded marketing.
e. cause-related marketing.
Hannah is a retail salesperson for a furniture store. She is most likely classified as:
a. an order getter.
b. support personnel.
c. trade salespeople.
d. an inside order taker.
e. a field order taker.
Many marketers are concerned about the number of potential customers within a certain
area of land because of the different requirements to serve dissimilar areas. This
segmentation variable is known as .
a. micromarketing
b. population
c. market density
d. MSA
e. PMSA
Which of the following agreements provides a forum for tariff negotiations, reducing
trade restrictions, resolution of international trade problems, and ground rules for
international trade?
a. The World Trade Organization
b. The North American Free Trade Agreement
c. The Latin American Free Trade Agreement
d. The European Union Free Trade Agreement
e. The Association of Southeast Asian Nations
The core product element of the total product can include installation, delivery, training,
and financing.
a. True
b. False
Which of the following is a phase of the new-product development process that
involves determining whether a product idea is compatible with company objectives,
needs, and resources on a general level?
a. Product development
b. Evaluation of competitor’s efforts
c. Screening
d. Idea generation
e. Business analysis
Marketing researchers typically favor because they are most flexible.
a. mail surveys
b. direct observation
c. experiments
d. personal interviews
e. telephone surveys
Which of the following would represent a brand competitor for Volkswagen’s Touareg
Hybrid sport utility vehicle?
a. Honda Pilot
b. Toyota Highlander Hybrid
c. Honda Civic Hybrid
d. Taxi ride
e. Chevrolet Tahoe rented from Avis
Which of the following involves building mutually beneficial long-term associations
with a customer usually a business customer through regular communications over
prolonged periods of time?
a. Trade selling
b. Missionary selling
c. Exclusive selling
d. Team selling
e. Relationship selling
The strength of one’s buying power depends partially on the state of the economy.
a. True
b. False
Deceptive promotional practices today are common because of a lack of regulation.
a. True
b. False
The part of a brand that can be spoken including letters, numbers, and words is known
as the .
a. brand
b. brand mark
c. brand name
d. trade name
e. trademark
Evaluative criteria for brands within the consideration set are both:
a. selective and expansive.
b. objective and subjective.
c. internal and external.
d. extended and routinized.
e. perceptive and selective.
Products that may do harm to the natural environment are inconsistent with:
a. green marketing.
b. the marketing concept.
c. consumerism.
d. strategic philanthropy.
e. the marketing mix.
A major customer cost such as risk can be reduced by offering good basic warranties or
extended warranties for an additional charge.
a. True
b. False
In designing sales territories, a sales manager considers several major factors. The
territories must be constructed so that sales potential can be measured; the shape of the
territories should facilitate salespeople’s activities to provide the best possible coverage
of customers; and:
a. territories should be designed to minimize selling costs.
b. territories should be of the same size.
c. territories should be designed in concentric circles.
d. the density of potential customers should be minimized.
e. the distribution of customers should be relatively equal.
Health Care Systems, Inc. rolls out an innovative nurse-on-call data system available
online. The product is not widely accepted because patients don’t see the need for such a
service. According to the marketing concept, this situation represents a failure in .
a. an information system to determine customer needs
b. the organizational structure
c. top-management commitment
d. technological advancement
e. scanning corporate capabilities
There is no evidence that being socially responsible and ethical is beneficial.
a. True
b. False