While consumers can use websites to access more information, marketers can also use
the same sites to get information on the consumer.
a. True
b. False
St. Jude’s Hospital decides to redo its kitchen with new flooring, cabinets, counters, and
appliances. The hospital compiles a description of the project and then asks sellers to
submit bids. After determining the most attractive bids, the hospital will then work with
two or three companies to determine who will get the contract. This is an example of
using for a purchase decision.
a. sampling
b. negotiation
c. inspection
d. elimination
e. description
Weight Watchers is interested in collecting information about Americans’ perceptions of
dieting programs, and the company believes that significant regional differences may
exist; the best type of sampling for this research would be sampling.
a. random
b. quota
c. population
d. stratified e. nonquota
Scenario 5.2
Use the following to answer the questions.
GE Transportation Corp produces locomotive engines for sale in countries around the
world. After looking at the total market for locomotive engines, the company found that
various rail lines wanted different types of engines. Major rail lines in the U.S. and
South America wanted engines to haul heavy freight. Rail lines in Sweden and
Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by
several Eastern European countries wanted locomotive engines for running short
distances between cities in their own country. GE Transportation is currently
manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9,
suited for shortline transport.
If a GE Transportation researcher analyzes monthly sales data for a four-year time
frame, looking for periodic fluctuations, the researcher is doing a analysis.
a. trend
b. seasonal
c. cycle
d. random factor
e. regression
Knowing the target market’s evaluation of price allows the marketer to know how much
emphasis to place on price and how to price a product relative to competition.
a. True
b. False
Coupons are a form of sales promotion.
a. True
b. False
Kate, the owner of K’s Tanning Salon, reviews the day’s appointment schedule and
notices that it is completely full as it is Saturday. She wishes that some of the empty
tanning beds that were vacant during the weekdays could be available presently. Kate’s
problem deals with the_________characteristic of services.
a. credence
b. heterogeneity
c. perishability
d. search
e. inseparability
Any marketing tactic used to stimulate wholesalers and retailers to carry a producer’s
products and market those products more aggressively is a:
a. trade sales promotion method. b. point-of-purchase method.
c. consumer sales promotion method. d. merchandise allowance.
e. dealer loader.
A group of individuals and/or organizations that have desire or needs for products in a
product class and have the ability, willingness, and authority to purchase those products
is a:
a. business market.
b. market.
c. undifferentiated market
d. segmented market
e. market variable
Kayla is the owner of a group of women’s clothing stores located throughout
Midwestern United States. Recently, she made a large purchase from a leading clothing
manufacturer, and was given_____which is a gift to a retailer who purchases a specified
quantity of merchandise.
a. a dealer loader
b. a premium
c. a scan-back allowance
d. a merchandise allowance
e. a buy-back allowance
All of the following are important concerns of business customers except:
a. achieving a specific level of quality in the products offered to target markets.
b. striking a balance between quality and price when making purchasing decisions.
c. obtaining products that exceed specifications to ensure the best possible product
performance.
d. obtaining products for which the quality level is consistent.
e. supporting customers with services they expect.
Training programs designed for experienced company salespeople generally are
oriented toward product information.
a. True
b. False
The iPhone is such a popular product and the company is so powerful that Apple Inc. is
in a position to exert considerable control over channel structures and the way iPhone is
marketed. This is an illustration of channel___________in the distribution channel.
a. conflict
b. leadership
c. dominance
d. cooperation
e. negotiation