When respondents are shown a list of various products, brands, and company names
and then asked about advertisements they have seen lately, researchers are conducting
a(n) .
a. unaided recall test
b. pretest
c. recognition test
d. aided recognition test
e. aided recall test
All of the following are types of limited-service merchant wholesalers except _____.
a. cash-and-carry wholesalers
b. truck wholesalers
c. mail-order wholesalers
d. specialty-line wholesalers
e. drop shippers
Services can involve both human and mechanical efforts.
a. True
b. False
Which of the following is the best example of the promotional objective of combating
competitive promotional efforts?
a. Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other
leading dish soaps.
b. Joe Boxer and Kmart collaborate to promote Joe Boxer’s lines of clothing and
housewares.
c. The Pork Council advertises pork as the “other white meat” and a healthier
alternative to beef.
d. After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon
emphasizes the towing capacity of its Dodge trucks.
e. Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give
customers confidence in its brand name and automotive offerings.
Recently, buyers have shown an unwillingness to pay more for improved packaging.
a. True
b. False
Another common name for a private distributor brand is a brand.
a. home
b. manufacturer
c. generic
d. store
e. label
Gambrel Designs thinks its new product, the Automatic Dog Walker, will have a short
product life cycle. Therefore, its marketing department sets its primary pricing objective
as:
a. market share.
b. cash flow.
c. profit.
d. product quality.
e. status quo.
Customer relationship management is the use of information about customers to create
marketing strategies that develop and sustain desirable customer relationships.
a. True
b. False
Addressability allows customers to respond to a company’s marketing communications
by expressing their reactions and desires directly to the company.
a. True
b. False
Issues of inventory levels and storage costs are both concerns relating to the variable of
the marketing mix.
a. distribution
b. product
c. exchange
d. price
e. promotion
Intangible cues are used by service marketers to provide customers with assurance of
service quality.
a. True
b. False
Digital marketing uses all digital media to develop communication and exchanges with
customers.
a. True
b. False
Public relations is a broad set of communication efforts used to create and maintain
favorable relationships between the organizations and its stakeholders.
a. True
b. False
An electronics store puts a large screen TV, wired for surround sound, in a quiet corner
of the store with couches and a rug, and plays a recently released movie. These actions
give the display the look of a family room or den. The store is using the physical
surroundings as a way to influence purchase decisions.
a. True
b. False
To determine the break-even point in units, divide the fixed costs by:
a. total costs.
b. variable costs multiplied by price.
c. price minus variable costs.
d. price per unit.
e. total revenue minus fixed costs.
Decreases in taxes lead to decreases in disposable income.
a. True
b. False
Based on the work by the Boston Consulting Group, products with a dominant share of
the market and good prospects for growth are classified as:
a. dogs.
b. cash cows.
c. stars.
d. question marks.
e. problem children.
Private distributor brands are owned by .
a. manufacturers only
b. manufacturers and retailers
c. wholesalers only
d. manufacturers and wholesalers
e. wholesalers or retailers