Marginal revenue is the change in total revenue that occurs when a firm sells an
additional unit of the product.
a. True
b.False
Behavior Scan, a research company, provides information on household demographics,
television viewing habits, and purchases tracked with Hotline cards. This is a .
a. a marketing information system
b. a business software database
c. online information
d. U.S. Census data
e. single-source data
Dish Network cut back advertising expenditures to minimum levels and reduced the
number of channel members for its industrial satellite product. These actions indicate
that its product is in the stage of its life cycle.
a. introduction
b. growth
c. maturity
d. early
e. decline
A targeting strategy in which an organization directs its marketing efforts at several
segments is called a(n) _____targeting strategy.
a. differentiated
b. total market
c. concentrated
d. undifferentiated
e. integrated
Community shopping centers usually consist of several small convenience and specialty
stores, such as small grocery stores, gas stations, and fast-food restaurants.
a. True
b. False
In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles.
However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If
Heinz were to introduce ketchup in tubes in the United States, consumers might have a
more difficult time recognizing the ketchup product due to the change in the
_____.
a. category-consistent packaging
b. category-specific packaging
c. innovative packaging
d. multiple-category packaging
e. selective packaging
Changes in values have little effect on people’s needs for products. a. True
b. False
When marginal cost is equal to marginal revenue, the firm should:
a. produce more to increase profits.
b. produce less to decrease total costs.
c. stop producing additional units.
d. provide discounts to encourage purchases.
e. intensify distribution to increase sales.
Which of the following forecasting methods is least dependent on historical sales data?
a. Regression analysis
b. Trend analysis
c. Time series analysis
d. Cycle analysis
e. Market tests
In the process of conducting marketing research, marketers should allow for .
a. periodic review of data during the collection period
b. continual evaluation of the data during the entire collection period
c. no data review during collection; instead, they should wait for later interpretation of
research findings
d. descriptive research to solve general problems
e. statistical analysis during the collection period
A business usually cannot operate at peak efficiency when sales fluctuate significantly.
a. True
b. False
Scenario 7.1
Use the following scenario to answer the questions.
FreezeAll is an upcoming manufacturer in the home appliance market. It plans to enter
the market with a model called French Door Refrigerator. While designing the
production facility, FreezeAll discovered that they need various pieces of equipment
that includes the perpetual assembly belt-drive, assembly pods, and finishing stations.
The purchasing agent for the Appliance Division inquires about the people who will be
needed for input on the purchasing decision. FreezeAll has already contacted several
producers of quasi-assembly pods, and has begun negotiations with their sales
representatives.
What type of business purchase is FreezeAll undertaking?
a. Modified rebuy
b. Straight rebuy
c. New-task
d. Straight purchase
e. New rebuy
Bribery is a pricing-related ethical issue.
a. True
b. False