Which of the following is an example of a task transfer?
A. An employee who has been shifted to a different department with different
responsibilities and duties
B. A firm that bases its toll-free customer care service for technical problems in a
different country because it offers cheap, skilled labor
C. A project whose objectives have been broken down to grouped tasks to be handled
by specific departments
D. A firm that has eliminated its customer-service department and has made its sales
representatives responsible for resolving customer queries
E. A flexible manufacturing unit that is required to manufacture another product
because of a sudden spike in the product’s demand in the market
The basic promotion objectives and adoption process fit very neatly with an
action-oriented model, which is called the
A. bricks and clicks model.
B. bait and hook model.
C. AIDA model.
D. DAGMAR model.
E. economic buyer model.
In recent years, changes in the social and cultural environment have had a significant
effect on door-to-door selling. Which of the following is MOST likely given the
changes that have occurred?
A. Fuller Brush has seen a dramatic increase in profits from its door-to-door selling
operations.
B. Sarah Coventry Jewelry has started distributing its products through jewelry stores
because of the difficulties of finding someone at home during the day.
C. Avon Cosmetics has found that it needs a larger door-to-door sales force because
dual career families have more income and more demand.
D. None of these changes is likely.
A _____ is the complete set of firms, facilities, and logistics activities that are involved
in procuring materials, transforming them into intermediate or finished products, and
distributing them to customers.
A. supply chain
B. physical distribution group
C. logistics partnership
D. just-in time group
E. None of these alternatives is a good answer.
The lowest cost and lowest risk way to enter a foreign market is through
A. a joint venture.
B. licensing.
C. management contracting.
D. a direct investment.
E. exporting.
When customers have questions about a product they’ve purchased, or problems using
it, they can go online to the company’s website to search for answers or interact with
others with a similar problem. This is an example of:
A. Order-taking.
B. Prospecting with a CRM database.
C. Searching a community support forum.
D. Order-getting.
E. Accessing customer service.
A typical purchasing manager:
A. buys strictly on economic needs.
B. tries to satisfy both individual needs and company needs.
C. seeks the lowest possible cost.
D. has the final decision on all purchases.
E. All of these alternatives are correct.
Improving both micro-marketing and macro-marketing may require:
A. tougher enforcement of present laws.
B. better-informed and more socially responsible consumers.
C. more attention to consumer privacy.
D. more social responsibility by businesses.
E. All of these may be required.
The ______________ concept says that all transporting, storing, and product-handling
activities of a business and a channel system should be thought of as part of one system
which should seek to minimize the cost of distribution for a given customer service
level.
A. PERT
B. product-market
C. distribution center
D. physical distribution
E. marketing
A widely used measure of income in most countries is:
A. gross national income.
B. total consumption expenditures.
C. disposable personal product.
D. population times GNI.
E. socio-economic product.
The idea that people will pay extra for “quality” and status is the idea behind
A. price lining.
B. average cost approaches to pricing.
C. penetration skimming.
D. prestige pricing.
E. psychological pricing.
According to the text:
A. macro-marketing costs too much in the United Statesgiven the current objective.
B. marketing never costs too much.
C. micro-marketing often does cost too much.
D. micro-marketing always costs too much.
E. all macro-marketing systems cost too much.
A carpet cleaning firm runs a newspaper ad stating: “Special this month only! Three
rooms of carpet cleaned for $39.95!” In each of the next ten months, the firm runs the
same ad. A consumer advocacy group files suit against the carpet cleaning firm,
contending that the ad is deceptive. The suit charges that the ad makes it seem as though
the $39.95 price is a special price that will increase at the end of the month, when in
reality, the price never changes. The U. S. federal law governing this type of situation is
the:
A. Robinson-Patman Act.
B. Clayton Act.
C. Sherman Act.
D. Magnuson-Moss Act.
E. Wheeler-Lea Amendment.
Direct marketing communication designed to prompt immediate feedback by customers
is also called
A. direct mail advertising.
B. direct-response promotion.
C. interactive communication.
D. online marketing.
E. downward communication.
Motivation theory
A. suggests that most products must fill more than one need at a time.
B. suggests that we are obsessed with lower-level needs.
C. explains why marketing efforts targeted at affluent consumers should always focus
on lower-level needs.
D. suggests that individuals choose a specific response depending on cues.
E. emphasizes that, for greatest satisfaction, higher level needs should not be our focus.
Which of the following would be considered a retailing “category killer”?
A. Office Depot (office supplies)
B. PayLess (drugstores)
C. Lowe’s (home improvements)
D. Barnes and Noble (books)
E. All of these are “category killers.”
InterContinental Hardware Co. buys carload quantities of bolts, screws, nuts, washers,
and other hardware from a large producer in the Netherlands, breaks these shipments
into smaller quantities, and sells them to other wholesalers and retail chains. This
“regrouping activity” is called:
A. assorting.
B. wholesaling.
C. accumulating.
D. bulk-breaking.
E. sorting.
Jason Everson represents producers of several noncompeting industrial product lines.
When he visits his clients, he carries a catalog from each one of the producers he
represents. He goes through the catalogs with his clients and then places orders on their
behalf with the producers, who pay Jason a commission based on what he sells. Jason is
a(n):
A. Auctioneer.
B. Broker.
C. Selling agent.
D. Rack jobber.
E. Manufacturer’s agent.
Effectiveness of an advertising medium depends on all of the following except
A. promotion objectives.
B. funds available for advertising.
C. nature of the product.
D. markets targeted.
E. who the media reaches.
Which of the following is the BEST example of management thinking during the
“production era”?
A. “We need to make whatever products are easy to produce.”
B. “We need to find out what the customer wants.”
C. “The more salespeople we have, the more we can sell.”
D. “We need to work hard to sell the product to our customers.”
E. “If we produce a good product, customers will find us and buy it.”
An attitude is:
A. the same as an “intention to buy.”
B. a person’s point of view about something.
C. easy to change.
D. the same as a belief.
E. All of these alternatives are correct.
Which of the following would NOT require an operational decision for a leading hair
color manufacturer?
A. Solicit orders from any new, financially attractive, salons.
B. Drop colors that are losing appeal.
C. Create a fresh ad for each Sunday newspaper.
D. Set a competitive price if a primary competitor offers a special discount.
E. Promote the fair price and satisfactory quality of the product.
Which of the following could be an example of a firm’s product line?
A. Coffees.
B. Disposable diapers.
C. Snow skis.
D. Ski boots.
E. All of these could be examples of a firm’s product line.
The “universal functions of marketing” do NOT include:
A. financing and risk taking.
B. standardization and grading.
C. producing.
D. transporting and storing.
E. buying and selling.
Which of the following would NOT be included in a producer’s total fixed cost?
A. Rent
B. Property taxes
C. Insurance
D. Depreciation
E. Component parts
The forces of competition in and among _____ helps speed the diffusion of marketing
advances to consumers everywhere.
A. market-directed economies
B. command economies
C. production-oriented firms
D. collectivistic cultures
E. individualistic cultures
A _____ looks for exceptions or variations from planned performance.
A. performance analysis
B. break-even analysis
C. Pareto chart
D. fishbone diagram
E. pie chart
This type of problem solving is typical for a low-involvement purchase.
A. Extensive problem solving.
B. Critical problem solving.
C. Limited problem solving.
D. Intensive problem solving.
E. Routinized response behavior.
Some channel conflict may
A. be inevitable when channel members have different objectives.
B. be useful if that is what it takes for customers at the end of the channel to receive
better value.
C. be avoided when a producer does not sell identical products through different
(competing) channels.
D. be reduced if there is a channel captain who thinks about all of the members of a
channel and helps to direct their activities.
E. All of these alternatives are correct.
General Electric’s ‘strategic planning grid” is an approach for:
A. evaluating possible marketing objectives.
B. selecting target markets.
C. evaluating existing and possible plans.
D. developing new products.
E. developing marketing mixes.