To be unbiased, a member of a consumer jury should not be a present user of the
advertised product.
a. True
b. False
Nordstrom’s, Macy’s, and JC Penney’s are all considered as:
a. department stores.
b. discount stores.
c. off-price retailers.
d. specialty retailers.
e. category killers.
Promotion fuels price competition which leads to a raise in prices.
a. True
b. False
Sean’s company has launched a new product line, and he is put in charge of sales. He
has to find potential
customers in the company’s sales records. Sean is in which of the following stages of
personal selling?
a. Prospecting b. Screening
c. Researching
d. Preapproaching e. Surveying
A business advantage of the concentrated targeting strategy for any company is that it:
a. requires less market research and information.
b. requires less intensive analysis of customers’ characteristics and needs. c. allows a
firm to utilize all of its production capacity.
d. maintains the firm’s flexibility in moving into other market segments.
e. allows a firm to develop a special marketing mix for a single market segment.
The owner of a professional baseball team asks the account representative of an
advertising agency to develop an advertising campaign to bring more teenagers to the
ballpark. At this point, the account representative logically begins to discuss
establishing for the campaign.
a. the target audience
b. a budget
c. a media plan
d. objectives
e. advertising directives
The most important function of packaging is to .
a. encourage co-branding
b. protect the product and maintain its functionality
c. turn generic brand into a fanciful brand
d. provide information to the customer about the company history
e. introduce an inferior product as a superior product
Which of the following alliances/agreements is the United States not a part of?
a. NAFTA
b. APEC
c. GATT
d. WTO
e. MERCOSUR
Grocery stores and supermarkets are a part of producer markets.
a. True
b. False
Jason Robinson, a dentist, realizes that his dental practice is not generating enough
revenues to cover his expenses. He would like to schedule more appointments, but he
finds that almost every time slot is booked by his existing patients. Jason’s difficulty in
expanding his practice involves the aspect of service called:
a. slotting.
b. perishability.
c. credence.
d. inseparability.
e. heterogeneity.
Elastic demand is usually a result of the lack of substitute products.
a. True
b. False
Grand Resorts Hawaii has just celebrated its first profit since the opening, two years
ago. Grand Resorts Hawaii is most likely in the stage of the product life cycle.
a. maturity
b. growth
c. introduction
d. market testing
e. stability
After building a prototype of his new device, Brad is asked to conduct rigorous
functional testing to examine whether the device meets performance and safety
qualifications. This is part of the_____________phase of the new-product development
process.
a. product design
b. screening
c. product development
d. concept testing
e. test marketing
The public is becoming more aware of how marketers’ activities affect the welfare of
consumers and society. As a result, more firms are working to:
a. raise prices in order to increase their profits so that they can contribute to
philanthropic causes.
b. reduce the quality of their products in order to save money and provide less
expensive products to their consumers.
c. reduce their profits by donating more time and money to improve social welfare and
environmental conditions.
d. enact laws requiring companies to work toward the welfare of customers and society.
e. create a responsible approach to developing long-term relationships with customers
and society.
Services, repair works, and prices may be important considerations in a consumer’s
decision when purchasing a particular shopping product.
a. True
b. False
Trial is the first stage of the product adoption process.
a. True
b. False
Texas rice farmers wish to get their product into the Japanese market, but are hindered
by a complex maze of regulations imposed by the Japanese government. The farmers
are mostlikelyto attempt to influence the
aspect of the marketing environment.
a. sociocultural
b. technological
c. competitive
d. economic
e. political
When a glove manufacturer in China is allowed to sell only a certain number of plastic
gloves into Japan, that firm is facing a(n)______ .
a. export tariff
b. embargo
c. restrictive product standard
d. quota
e. balance of trade restriction
Identify the major stages of the product life cycle, and explain how industry sales and
profits vary across these stages.
Explain the business analysis phase of the new-product development process.
What functions do packages perform? What are the factors marketers should consider
when developing packages?
Compare and contrast the concentrated and differentiated targeting strategies of market
segmentation.
Identify and describe the three kinds of specialty stores.
Why would a firm survey its sales force to forecast company sales? Why would it
choose an expert forecasting survey?
What are the three ways that marketing environment forces affect a marketer’s ability to
create satisfying exchange relationships?
Discuss the evolution of the marketing concept through the various types of orientation.
Describe the horizontal and vertical channel integration.