Socially responsible business practices have provided all of the following benefits
except:
a. creating goodwill toward the organization.
b. attracting employees.
c. reducing marketing costs.
d. generating publicity for the firm.
e. positively impacting local communities.
In the context of distribution, outsourcing is contracting physical distribution tasks to
third parties.
a. True
b. False
The statement of advertising objectives should include a benchmark such as the current
sales level and indicate how much improvement is sought.
a. True
b. False
Tropicana orange juice has a television commercial where a young boy is drinking
orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime.
The element of the commercial that focuses on drinking orange juice at dinner would be
best classified as_____ , while the focus on the great taste of Tropicana would bebest
classified as_____ .
a. comparative advertising; informative advertising
b. pioneer advertising; competitive advertising
c. institutional advertising; stimulating primary demand
d. product advertising; institutional
e. comparative advertising; competitive advertising
Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and
laws about driving under the influence of alcohol. MADD primarily markets:
a. goods. b. ideas.
c. services.
d. political figures.
e. applications.
Which of the following sales forecasting techniques would generally be most suitable
for estimating sales of a new product?
a. Executive judgment
b. Customer surveys
c. Time series analysis
d. Market tests
e. Regression methods
The role of export agents is to:
a. bring buyers and sellers from different countries together and collect a commission
for arranging sales.
b. purchase products from different companies and sell them to foreign countries.
c. help a firm to make direct investments in foreign countries.
d. contact domestic firms about the opportunities available in exporting.
e. arrange for licensing agreements between domestic and foreign firms.
When marketing researchers consider sampling techniques, they are preparing to collect
data.
a. census
b. statistical
c. internal secondary
d. external secondary
e. primary
The first stage in the development of any advertising campaign is:
a. creating the message.
b. setting the budget.
c. identifying the advertising target audience.
d. defining the advertising objectives.
e. creating the advertising platform.
Assuming that inflation is low, high buying power characterizes the stage of the
business cycle. a. prosperity
b. depression
c. recovery
d. succession
e. recession
An overall plan for obtaining the information needed to address a research problem or
an issue is known as .
a. research design
b. problem recognition
c. hypothesis
d. data collection method
e. sampling procedure
An increasingly diverse cultural base in the United States means that marketers face
increasingly diverse consumer markets.
a. True
b. False