At which stage of the product life cycle is a company likely to have its most complete
product line?
A. introduction
B. growth
C. maturity
D. decline
E. accelerated development
Answer:
Which type of wholesaler offers a relatively narrow range of products but has an
extensive assortment within the product lines carried?
A. general merchandise wholesaler
B. limited-service wholesaler
C. cash and carry wholesaler
D. specialty merchandise wholesaler
E. drop shipper
Answer:
The outcome of a direct marketing offer designed to motivate people to visit a business
is referred to as __________.
A. direct order consignment
B. lead generation
C. traffic generation
D. indirect order fulfillment
E. first-mover advantage
Answer:
One of the disadvantages associated with television as an advertising medium is that it
A. cannot target specific audiences.
B. is very expensive to prepare and run ads.
C. must use print for effect.
D. has a limited amount of advertising time available.
E. is not effective for conveying simple messages.
Answer:
Virgin Mobile recently offered T-Mobile customers a __________ of $100 when they
switched their service during a seven-week period.
A. premium
B. deal
C. coupon
D. rebate
E. student incentive
Answer:
Another term for a gray market is
A. equivalent exporting.
B. back-channel market.
C. mature marketing.
D. parallel importing.
E. transparent market.
Answer:
Attorneys’ fees, entrance fees, train fares, and organization dues are all examples of
A. premiums.
B. barter.
C. profit.
D. price.
E. outlays.
Answer:
There is no set time that a product takes to move through its life cycle. But, as a rule,
__________.
A. services do not have a life cycle like products do
B. consumer products have shorter life cycles than business products
C. technological change tends to lengthen product life cycles
D. business products have shorter life cycles than consumer products
E. product life cycles are longer for ideas than for services
Answer:
As in the consumer decision process, evaluation occurs in the organizational buying
decision process, but it is more formalized and often more sophisticated. All items
purchased are examined in a formal product acceptance process. The performance of
the vendor is also monitored and recorded. This evaluation occurs during the
__________ stage.
A. problem recognition
B. supplier audit
C. purchase decision
D. postpurchase behavior
E. performance review
Answer:
Rhone-Poulenc is an international French company that produces and markets a variety
of chemicals and pharmaceuticals. Due to the resources it makes available to its
scientists and researchers, the company has a number of Nobel Prize winners working
in its laboratories. This ability to employ some of the finest minds in the world is an
example of a
A. point of similarity.
B. competency.
C. sustainable advantage.
D. product development strategy.
E. human resource strategy.
Answer:
Figure 12-1
A variety of terms are used for marketing intermediaries. According to Figure 12-1
above, D represents a(n) __________.
A. retailer
B. wholesaler
C. distributor
D. agent or broker
E. middleman
Answer:
A(n) __________ is the visual computer display of the essential information related to
achieving a marketing objective.
A. marketing metric
B. output report
C. marketing dashboard
D. information screen
E. corporate dashboard
Answer:
About 3 percent of the population has some degree of allergic reaction, usually mild, to
preservatives used in salad bars. Restaurants might consider people with these allergies
as a separate segment. To implement this segmentation strategy, restaurants would have
to prepare a regular salad bar and a special salad bar for the allergies segment. This
multiple product and multiple market segment strategy would have the greatest
difficulty meeting which of the following criteria used to form market segments?
A. different needs of buyers among different segments
B. similarity of needs of potential buyers within a segment
C. simplicity and cost-effectiveness of assigning potential buyers to segments
D. potential for increased profit and ROI
E. potential of a marketing action to reach a segment
Answer:
Quantitative assessments of sales performance may be based on output-related
measures, such as
A. dollar or unit sales volume, last year/current year sales ratio, and new accounts
generated.
B. sales calls, selling expenses, and account management policies.
C. selling expenses, profits generated, and emotional intelligence quotient.
D. new lead generation, sales quotas, and sales increases over the previous evaluation
period.
E. recruitment, selection, and training of new sales representatives.
Answer:
The description of how new forms of retail outlets enter the market is referred to as the
__________.
A. retail life cycle
B. product life cycle
C. wheel of retailing
D. retail life matrix
E. retail continuum
Answer:
Carmex uses all of the following approaches to setting the price of its products
EXCEPT:
A. profit-oriented.
B. competition-oriented.
C. cost-oriented.
D. elasticity-oriented.
E. demand-oriented.
Answer:
Business products refer to
A. products organizations buy that assist in providing other products for resale.
B. supplies necessary for the day-to-day operations of a business.
C. ancillary services necessary for the operation of a business.
D. products that are sold exclusively to for-profit businesses.
E. products purchased by the ultimate consumer.
Answer:
A wholesaler refers to
A. independent firms or individuals whose principal function is to bring buyers and
sellers together.
B. any intermediary who takes ownership of a manufacturer’s products or services and
then finds multiple buyers for those products or services.
C. an intermediary who sells to other intermediaries, usually to retailers in consumer
markets.
D. an intermediary who sells to consumers.
E. a manufacturing matchmaker who actively seeks out potential consumers and brings
them to retailers.
Answer:
Salespeople called __________ typically answer simple questions, take orders, and
complete transactions with customers.
A. managers
B. inside order takers
C. directors
D. outside order takers
E. go-getters
Answer:
Procter & Gamble (P&G) decided to skip a generation of consumers when it began to
market Old Spice deodorant. The target market consists of men aged 18 to 34 years old
(Generation Y) who don’t remember the Old Spice brand sold to their grandfathers (pre
baby boomer) many years ago. P&G is using which type of segmentation variable?
A. behavioral
B. demographic
C. lifestyle
D. geographic
E. psychographic
Answer:
Which of the following statements about personality is most accurate?
A. Personality is dynamic and typically changes several times as a person matures.
B. Most personality traits are inherited or formed at an early age.
C. Personality is the energizing force that makes consumer behavior purposeful.
D. Most personality traits are formed during adulthood and don’t change thereafter.
E. People with compliant personalities prefer lesser known brand names.
Answer:
Websites designed to engage the visitor in an interactive experience involving games,
contests, and quizzes with electronic coupons and other gifts as prizes would be
referred to as __________ websites.
A. promotional
B. conventional
C. intermediary
D. choiceboard
E. transactional
Answer:
The three major tasks involved in the implementation stage of the sales management
process are: salesforce recruitment and selection; salesforce training; and __________.
A. setting sales objectives
B. developing account management policies
C. salesforce motivation and compensation
D. salesforce evaluation
E. assignment of territories and/or accounts
Answer:
Figure 2-5
Quadrant A in Figure 2-5 above represents the marketing strategy of __________.
A. market penetration
B. product development
C. market development
D. product penetration
E. diversification
Answer:
A mode of living that is identified by how people spend their time and resources, what
they consider important in their environment, and what they think of themselves and the
world around them is referred to as
A. culture.
B. psychographics.
C. social class.
D. lifestyle.
E. reference group.
Answer:
A method of classification that describes how many different types of products a retailer
carries and in what assortment is referred to as a __________.
A. product mix
B. service level
C. product variety
D. store composition
E. merchandise line
Answer:
One advantage of using magazines as an advertising medium is
A. the cost of placing a magazine ad is extremely low.
B. it takes a relatively short time to place the ad.
C. the ease of translating consumer interests into a successful publication.
D. there is little need or benefit to incorporate four-color graphics.
E. the ads can be clipped and saved.
Answer:
The typical order cycle include all of the following elements EXCEPT:
A. order processing.
B. transportation.
C. stockout reports.
D. documentation.
E. order transmittal.
Answer:
Like personal selling, __________ has the advantage of being customized to match the
needs of specific target markets. Messages can be developed and adapted quickly to
facilitate one-to-one relationships with customers.
A. advertising
B. a sales promotion
C. publicity
D. direct marketing
E. a public service announcement
Answer:
Members of Generation Y are most likely to influence
A. children’s designer clothing lines.
B. health care and insurance.
C. retirement plans.
D. video games.
E. automobile design.
Answer: