Marketers can control the perception of potential buyers.
a. True
b. False
If a nonsmoker dines in a restaurant that does not impose a restriction on smoking, the
overall quality of service experienced by the nonsmoking customer probably declines if
another customer smokes inside the restaurant. Which of the following service
characteristics is illustrated by the scenario?
a. Perishability
b. Inseparability
c. Heterogeneity
d. Intangibility
e. Homogeneity
A multinational enterprise is a firm that has operations or subsidiaries located in many
countries.
a. True
b. False
Customers rely on_________for product availability, breaking larger quantities into
smaller ones, technical advice and service, financial assistance, and suitable
assortments.
a. full-line retailers
b. limited-service wholesalers
c. full-service wholesalers
d. commission merchants
e. cash-and-carry wholesalers
Employees can easily determine what behavior is acceptable even in organizations that
do not have ethics compliance programs and policies on conduct.
a. True
b. False
Cost-based pricing does not necessarily take into account the economic aspects of
supply and demand.
a. True
b. False
General Electric Corp calculates that the total number of light bulbs sold to consumers
in the next year by all light bulb producers is 1 billion, given anticipated marketing
efforts by the firms involved. This figure represents the industry’s:
a. sales potential.
b. market potential.
c. target growth rate.
d. sales forecast.
e. sales objective.
Changing the hours of operation for a service business involves the component of the
marketing mix.
a. product
b. price
c. distribution
d. promotion
e. marketing concept
Once initiated, the consumer buying decision process always leads to a purchase.
a. True
b. False
In franchising, which of the following is not a benefit that a franchiser gains?
a. A franchiser can gain more rapid product distribution.
b. A franchiser can acquire capital more quickly for expanding production.
c. A franchiser gains more control over how franchisees operate establishments.
d. A franchiser benefits from the fact that franchisees tend to be highly motivated to
succeed, which in turn leads to higher sales and higher royalties.
e. All of these are benefits for a franchiser.
Private distributor, manufacturer, and generic are the three types of .
a. equity
b. brands
c. producers
d. packaging
e. trade names
During the evaluation of alternatives stage of the consumer buying decision process, the
buyer selects the seller from whom he or she will purchase the product.
a. True
b. False