Which of the following is a personal factor that influences a consumer’s buying
behavior?
A) life-cycle stage
B) motivation
C) status
D) family
E) social networks
The objective of ________ advertising is to build primary demand.
A) reminder
B) comparative
C) personal
D) informative
E) persuasive
Which of the following is an example of a convenience product?
A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator
________ distribution gives a limited number of dealers the sole rights to distribute a
company’s products in their territories.
A) Inclusive
B) Horizontal
C) Intensive
D) Exclusive
E) Vertical
________ advertising is used heavily when introducing a new product category.
A) Reminder
B) Comparative
C) Personal
D) Informative
E) Persuasive
The challenge posed by ________ products is to add some agreeable qualities so that
they will become more desirable in the consumers’ minds.
A) salutary
B) desirable
C) pleasing
D) durable
E) aesthetic
A&B’s Smarter Planet campaign markets A&B as a company that provides innovative
solutions that improve the world’s IQ. This activity of A&B is an example of ________
marketing.
A) segmented
B) vertical
C) organization
D) horizontal
E) diversified
Which of the following sets the upper limit for a product’s pricing?
A) profits
B) product costs
C) consumer perceptions of value
D) elements of the product mix
E) competition
For a retailer to be able to differentiate from competitors and match target shoppers’
expectations, the retailer’s product assortment should most likely be ________.
A) identical to the product assortment offered by competitors
B) devoid of any blockbuster goods since they distract most consumers
C) targeted at all consumers in the global market irrespective of local needs
D) constituted by national brands on which the store holds exclusive rights
E) devoid of any seconds, overstocks, and closeouts that damage the retailer’s image
Which term refers to a tool used by managers to supervise their salespeople?
A) call plan
B) sales quota
C) sales contest
D) bonus plan
E) straight commission
Restrictive product standards are ________.
A) tariffs
B) excise duties
C) quotas
D) nontariff trade barriers
E) exchange controls
The Fashion Store, a new startup, sets product prices so that revenues will equal
manufacturing and marketing costs. The pricing strategy used by the company is
referred to as ________ pricing.
A) good-value
B) value-added
C) cost-plus
D) competition-based
E) target return
Clara’s, a cosmetics manufacturer, sells many of its products through retail outlets.
However, the firm sells a few expensive, popular products only through direct selling
methods. What kind of channel arrangement does Clara’s follow for all of its products
together?
A) horizontal marketing system
B) multichannel distribution system
C) administered vertical marketing system
D) contractual vertical marketing system
E) corporate vertical marketing system
Which of the following is a primary disadvantage of viral marketing?
A) The costs of viral marketing are generally too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives a viral message.
D) Viral messages are less likely to be viewed than other types of online promotions.
E) Viral messages are blocked by most search engines.
Products that give high immediate satisfaction but may hurt consumers in the long run
are called ________ products.
A) deficient
B) pleasing
C) salutary
D) desirable
E) threatening
Which of the following is true of consumers in the new marketing communications
model?
A) They are more reliant on traditional methods of marketing for product information.
B) They are less informed than before about companies and product marketing
techniques.
C) They are more reliant on mass-media marketing methods for product information.
D) They are less powerful than before in affecting the way a company markets its
products.
E) They are better equipped to find product and brand information on their own.
Which component of the marketing mix refers to the goods-and-services combination a
company offers to its target market?
A) promotion
B) product
C) price
D) place
E) position
A ________ is highly automated and designed to receive goods from various plants and
suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as
possible.
A) distribution center
B) storage warehouse
C) cold storage unit
D) controlled-atmosphere unit
E) storage silo
Critics claim that companies in the ________ industry are more likely to introduce
planned streams of new products that make older models obsolete.
A) automotive
B) housing
C) food and beverage
D) consumer electronics
E) music
Hamilton Wholesaling, an electronics wholesaling firm, provides many services to
customers including buying, storing, and transporting expensive and delicate electronics
equipment. Hamilton takes title of ownership to all goods that the firm handles.
Hamilton is most likely a(n) ________.
A) wholesaling broker
B) merchant wholesaler
C) agent wholesaler
D) manufacturer’s agent
E) manufacturer’s representative
A ________ contains between 15 and 50 retail stores, including a department or variety
store, a supermarket, specialty stores, professional offices, and sometimes a bank.
A) community shopping center
B) warehouse club
C) superstore
D) neighborhood shopping center
E) regional shopping mall
Which of the following statements is true in the context of the BCG growth-share
matrix?
A) Stars often need heavy investment to finance their rapid growth in a market.
B) The positions of SBUs in the growth-share matrix rarely change over time.
C) The income from one SBU cannot be used to support other business units.
D) Dogs promise to be large sources of cash.
E) Cash cows typically turn into stars.
When viewing the market from a buyer’s point of view, “communication” corresponds
to the ________ component of the marketing mix.
A) people
B) price
C) product
D) promotion
E) place