In the past, __________________ allowed manufacturers to establish artificially high
prices by limiting the ability of wholesalers and retailers to offer reduced or discounted
prices.
A. Fair trade laws
B. Minimum markup laws
C. Loss leader products
D. State fair trade laws
E. None of these
Showing exotic aliens blasting cavities in your mouth is an example of ______.
A. Fantasy appeal
B. Endorsement appeal
C. Humor appeal
D. Comparative advertising
E. Competitive advertising
All companies lose customers periodically. Losing a customer can be difficult or it can
________________.
A. Be an epiphany
B. Be an episode of self-reflection
C. Be an opportunity to reacquire customers
D. Be an excuse to let people go
E. Lead to lower prices because of pressure from the sales force
B2C markets can be characterized as being more ________ than B2B markets.
A. Indirect
B. Direct
C. Impersonal
D. Personal
E. Simple
The marketing manager for ABC Corp. is about to launch a new product. He is
concerned about coming up with a combination of name, symbol, and design to identify
the new product and to differentiate from the competition. He is trying to come up with
the _____ for the product.
A. Identity
B. Characteristics
C. Personality
D. Brand
E. Unique aspects
Asok, a college student, tells his friends about a new bar and grill in town and tells them
they need to try it. Asok is known as ________.
A. A satisfied customer
B. A loyal customer
C. A customer advocate
D. Marketing-centric
E. None of these
When a company feels it is following a customer-centric philosophy with a high degree
of customer orientation, it may ________________.
A. Keep everyone up-to-date on the progress of the current legislation
B. Generate an understanding of the marketplace and disseminate that knowledge to
everyone in the firm
C. Instill a team spirit for the company baseball team
D. Create a customer database
E. None of these
A Gantt or PERT chart is used in planning to _________.
A. Visualize the timing and completion of action plans
B. Do time management studies of various activities
C. Time things to the second to know when they are to be done
D. Eliminate overages to maximize cost savings
E. All of these
When examining some secondary data from Uzbekistan, the marketing manager of
ABC Chemicals notices that the income figures seem high even after conversion to U.S.
dollars. He later learns that the government agency that collects this information records
total household income rather than per capita income as in most other countries. This
shows the difficulty with secondary data _____ in global markets.
A. Extendibility
B. Accessibility
C. Dependability
D. Compatibility
E. Comparability
Hot and Cold Corp., makes disposable coffee and soft drink cups for use in fast-food
restaurants, hospitals, convenience stores, and the like. The company is working on a
sturdy new product that will biodegrade within five years of being put in a landfill. This
promising new product line would most likely be classified as a ______________.
A. Star
B. Cash Cow
C. Dog
D. Problem Child
E. Top Gun
The value of the Japanese yen has fluctuated widely during the 2000s compared to the
U.S. dollar. A firm considering direct foreign investment would report this finding
under the heading of _____.
A. Timing
B. Legal issues
C. Transaction costs
D. Marketing communication barriers
E. Product differentiation
To better take into account the differential impact of fixed and variable costs, marketing
managers can use _________________.
A. Cost-plus pricing
B. Price war
C. Markup on sales price
D. Average-cost pricing
E. Target return pricing
______________ is one of the least expensive direct marketing channels.
A. Direct mail
B. Advertising
C. Public relations
D. Personal selling
E. Telemarketing
A ____________ approach to advertising execution is to set a positive tone around the
offering. For example, Sandals Resorts provides visual images to back the theme of
“Luxury included.”
A. Fantasy
B. Mood/affect
C. Musical
D. Lifestyle
E. Slice of life
Sharon needs to reach the 18’“25 demographic for her tattoo parlor.
______________________ media are the best media for her needs.
A. Internet
B. Newspaper
C. Billboard
D. Magazine
E. All of these will work
The owners of Tyrell’s Tattoo Shop are interested in determining the nature of the
relationship between professional occupation and the number of tattoos that individuals
have. _________ research will result in the most appropriate way to describe the nature
of this relationship.
A. Descriptive
B. Exploratory
C. Relational
D. Causal
E. Advertising
Companies are including on-premise day care centers as part of their benefit packages.
In addition, private centers continue to see significant growth. This is an example of
_______ lifestyle trends in the United States.
A. Men in the workforce
B. Single moms
C. Single-parent homes
D. Women in the workforce
E. Alternative lifestyle families
______________ is the degree to which any member of a marketing channel can
exercise influence over the other members of the channel.
A. Channel power
B. Channel conflict
C. Expert power
D. Reward power
E. Coercive power
The traditional division between goods and services is outdated. The shift in focus to
services is a shift from the means and the producer perspective to the
__________________ perspective.
A. Necessary and income
B. Utilization and customer
C. Time and union
D. Social and employee
E. None of these