Which of the following is an example of an open-end question?
A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?
A(n) ________ is an organized collection of comprehensive data about individual
purchasers or prospects.
A) corporate Web site
B) customer database
C) inventory
D) warehouse
E) enterprise system
________ involves sending an offer, announcement, reminder, or other item to a person
at a particular address.
A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing
Most companies are started by individuals who live by their wits. They visualize an
opportunity, take risks, and knock on every door to gain attention. Which of the
following stages in marketing strategy is being illustrated here?
A) exponential marketing
B) formulated marketing
C) entrepreneurial marketing
D) affinity marketing
E) ambush marketing
When sellers set prices after talking to competitors and engaging in collusion, they are
involved in ________.
A) interstate commerce
B) comparative pricing
C) price fixing
D) skimming pricing
E) price bundling
A(n) ________ shows how much time is spent selling, traveling, waiting, taking breaks,
and doing administrative chores by the salesperson.
A) customer relationship management tool
B) corporate social networking site
C) time-and-duty analysis tool
D) outsourcing relationship management tool
E) product lifecycle management analysis
Costs that change with the level of production are referred to as ________.
A) fixed costs
B) variable costs
C) target costs
D) total costs
E) overhead costs
Independent Grocers Alliance, Do-It Best, Western Auto, and True Value are examples
of ________.
A) franchise organizations
B) warehouse clubs
C) voluntary chains
D) category killers
E) wholesale clubs
Which of the following is a challenge of marketing through online social networks?
A) Users often resent intrusive marketing messages on social networks.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore
do not favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social
network.
E) Marketing via online social networks is expensive and time-consuming.
While using the “________ method” for setting an advertising budget, a company starts
with total revenues, deducts operating expenses and capital outlays, and then devotes
some portion of the remaining funds to advertising.
A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable
To plan effective marketing strategies, a company needs to find out all it can about its
competitors. It must constantly compare its marketing strategies, products, prices,
channels, and promotions with those of close competitors. This is an example of
________.
A) blue ocean strategy
B) competitor analysis
C) organizational evaluation
D) perfect competition
E) quantitative analysis
Which of the following is true about the territorial sales force structure?
A) The territorial sales force structure does not define each salesperson’s job clearly.
B) Salespeople specialize in selling only a small portion of the company’s products.
C) In a territorial sales force structure, separate sales forces are set up for different
industries.
D) Travel expenses are relatively small as each salesperson travels within a limited
geographic area.
E) In a territorial sales force structure, separate sales forces are often established to
handle a single, large account in every territory.
Consumers learn about new products for the first time and make the decision to buy
them during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage
A catalog retailer in the United States has identified African American professionals
between the ages of 35 and 45 as a group of potential customers for its products. The
retailer plans to direct its marketing efforts toward this group of consumers. Which of
the following market segmentation variables was most likely used by the catalog
retailer?
A) demographic
B) psychographic
C) user status
D) loyalty status
E) usage rate
Most standard portfolio analysis methods evaluate SBUs on the ________.
A) potential for niche or global marketing
B) degree of product differentiation
C) strength of the market or industry position
D) accessibility to rural markets
E) number of successful business acquisitions
Computer mouse and interface device maker AdvTechPRO is only a fraction the size of
software giant Terminal Time Softwares Inc. AdvTechPRO manufactures every
variation of computer mouse imaginable (for left-handed people, wireless mice, shaped
like actual mice, LED mice, etc.). Through skillful ________, the firm dominates the
PC mouse market, with Terminal Time Softwares as its runner up.
A) centralization techniques
B) niching
C) brand imaging
D) vertical integration
E) benchmarking
Which of the following is true of a pure competitive market?
A) A single seller has a major effect on the current and future market price.
B) Companies spend significantly on marketing research and product development.
C) The advertising budget of companies is usually huge.
D) Sellers try to develop differentiated offers for different customer segments.
E) Sellers spend little time on marketing strategy.
According to the PLC, the ________ stage is reached when sales plunge to zero, or
when they drop to a low level where they continue for many years.
A) laggard
B) decline
C) maturity
D) growth
E) incubation