The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that
sellers offer the same price terms to customers at a given level of trade.
Keeping the database current requires dedicated resources because data ages quickly.
The buying center consists of key decision makers from both the buying organization
and the supplier.
In markets with few customers and high margins, sellers should try to develop basic
relationships rather than full partnerships.
In a push promotion strategy, the producer promotes a product to channel members who
in turn promote it to final consumers.
Digital coupons are the slowest growing coupon segment because consumers are
concerned about privacy issues and spamming.
The marketing results from direct mail are difficult to measure.
Most of the retailing in the United States is done by small, independent retailers.
Direct investment involves fewer changes in a company’s product lines, organization,
investments, or mission as compared to exporting.
Since suppliers are so close to the market, they are valuable sources of information
about consumer problems, marketing opportunities, and new product possibilities.
The most common form of marketing organization is the product management
organization.
A more-for-more market offering not only offers higher quality but also gives prestige
to a buyer.
Flax is a chain of stores that carries several product lines including clothing, home
furnishings, and household appliances. Each line is operated as a separate department,
and employees are available to assist and advise customers in every phase of the
shopping process. Flax is most likely a ________.
A) self-service retailer
B) category killer
C) full-service retailer
D) supermarket
E) pop-up store
________ products are consumer products and services that customers usually buy
frequently, immediately, and with minimal comparison and buying effort.
A) Shopping
B) Specialty
C) Capital
D) Convenience
E) Unsought
Which of the following is true of a territorial sales-force structure?
A) It clearly defines each salesperson’s job and establishes accountability.
B) It benefits firms with many technological products requiring technically-skilled
salespeople.
C) It is used by firms that organize their sales forces along customer or industry lines.
D) It requires salespeople to sell a wide variety of products over a broad geographic
area.
E) It differentiates the sales force solely on the basis of product expertise.
Maytag’s front-loading Neptune washer comes in attractive designs and also guarantees
quick cleaning and high energy efficiency. The Neptune washer is most likely an
example of a ________ product.
A) deficient
B) pleasing
C) salutary
D) desirable
E) disposable
What is the primary goal of trade promotions?
A) boosting long-term relationships with final buyers
B) motivating salespeople to attend trade shows
C) generating qualified business leads and contacts
D) rewarding customers for frequent purchases
E) persuading resellers to carry a brand
A subsistence economy is one in which ________.
A) much of the revenue comes from exporting one or more natural resources
B) fast growth in manufacturing results in overall economic growth
C) a majority of the produced outputs is exported
D) manufactured goods form a majority of the exports
E) a vast majority of people engage in simple agriculture
Which of the following is a disadvantage of using a magazine as an advertising
medium?
A) It has a poor pass-along readership.
B) It involves high costs.
C) It has low geographic selectivity.
D) It has low credibility and image.
E) It consists of low-quality reproduction.
In the ________ stage, a firm most likely faces a trade-off between high market share
and high current profit.
A) growth
B) decline
C) maturity
D) introduction
E) commercialization
In CRM, ________ is the technique that helps researchers sift through mounds of
detailed customer information and dig out interesting findings about customers.
A) value marketing
B) data mining
C) test marketing
D) neuromarketing
E) serial processing
Which of the following is true about local marketing?
A) It does not cater to individual stores.
B) It does not support evolving technologies.
C) It increases manufacturing costs.
D) It increases economies of scale.
E) It reduces logistical issues.
Reseller markets consist of ________.
A) government agencies that buy goods and services to produce public services
B) individuals who buy goods and services for personal consumption
C) firms that buy goods and services to assemble overseas
D) firms that buy goods and services to sell at a profit
E) firms that buy goods and services for further processing
Which of the following is an example of branded entertainment?
A) a company placing its product in a movie scene
B) a company using a celebrity to endorse a product
C) a company airing its advertisements in movie theaters
D) a company using an acclaimed movie director to film an advertisement
E) a company using a famous song in its advertisement
Which of the following is true of survey research?
A) It is the most widely used method for gathering primary data.
B) It is the most suitable method for establishing causal relationships.
C) It is the best method to use when people are unwilling to answer questions.
D) It is not suitable for collecting data for descriptive research.
E) It is inflexible and cannot be used in many different situations.
A consumer who is potentially profitable but shifts loyalty toward better deals is
referred to as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) true believer
A value-based pricing strategy most likely begins with ________.
A) assessing customer needs
B) designing a stylish product
C) evaluating the product’s costs
D) promoting the product’s benefits
E) setting a price based on perceived value
Which of the following best describes the term “Madison and Vine”?
A) utilizing the slice of life style of advertising
B) emphasizing reach over impact in advertising
C) using social media for advertising a brand
D) merging advertising with entertainment
E) voicing social concerns through advertising
Which of the following is most likely a characteristic of firms that adopt a reactive
approach toward the marketing environment?
A) They develop strategies to change the marketing environment.
B) They take advantage of the opportunities provided by the environment.
C) They take aggressive actions to affect the marketing environment.
D) They view the marketing environment as a controllable element.
E) They do not accept the marketing environment as it is.
Three types of shopping centers are regional shopping centers, community shopping
centers, and neighborhood shopping centers or strip malls. Describe how they differ
from each other.
Marketing research can be collected by mail, telephone, personal interview, or online.
Discuss the disadvantages of each contact method.
What is a promotion mix? Define the major tools used in a promotion mix.
Differentiate between styles, fashions, and fads. Illustrate your response with examples
of each.
What criteria should a firm consider before choosing a channel alternative?
Describe the three different types of wholesalers.
Describe superstores, category killers, and service retailers.
Describe the different types of value propositions on which a company might position
its products.