In which stage of the creative selling process would the salesperson say, “What quantity
would you like to order?”
A) preapproach
B) close
C) qualify
D) handle objections
E) follow-up
The last stage in the new product development process is ________.
A) commercialization
B) business analysis
C) generation
D) concept testing
E) product concept development
Which of the following most accurately identifies a difference between a weakness and
a threat in SWOT analysis?
A) A company is more able to change a threat than a weakness.
B) A company is more able to change a weakness than a threat.
C) A company can be more negatively affected by a weakness than by a threat.
D) A company can be more negatively affected by a threat than by a weakness.
E) A company can more easily identify threats than weaknesses.
________ carry a narrow assortment of product lines with deep assortments within
those lines.
A) Supermarkets
B) Specialty stores
C) Convenience stores
D) Discount stores
E) Off-price stores
A company that tries to modify its brand image to keep up with changing times is using
a ________ strategy.
A) concentrated
B) repositioning
C) competitive advantage
D) personality
E) perceptual
________ occurs when someone voluntarily offers payment to get an illegal advantage.
A) Nationalization
B) An economic sanction
C) Bribery
D) Expropriation
E) Extortion
Break-even analysis is used to examine the relationship between ________.
A) fixed costs and variable costs
B) costs and contributions
C) costs and price
D) demand and costs
E) demand and profits
Specific rules that dictate what is acceptable or unacceptable within a society are
referred to as ________.
A) demographics
B) cultural values
C) cultural dimensions
D) social norms
E) ethnocentric standards
Southwest Airlines uses a ________ to target customers who could not previously
afford air travel.
A) pricing strategy
B) diversification strategy
C) marketing metric
D) distribution strategy
E) mission statement
A consumer who is considering purchasing a house would probably use ________.
A) habitual decision making
B) stimulus generalization
C) operant decision making
D) limited problem solving
E) extended problem solving
A ________ is defined as a market segment on which an organization focuses its
marketing plan and toward which it directs its marketing efforts.
A) social network
B) market convergence
C) subculture
D) value chain
E) target market
Service ________ means that customers cannot see, touch, or smell good service.
A) perishability
B) variability
C) intangibility
D) responsiveness
E) inseparability
Action plans are often referred to as ________.
A) marketing mixes
B) marketing programs
C) ROMI measures
D) marketing metrics
E) promotional strategies
Annual and quarterly financial reports are both examples of ________ activities.
A) lobbying
B) corporate identity
C) sponsorship
D) investor relations
E) media relations
Which of the following includes all the activities necessary to convert raw materials
into a good or service and put it in the hands of the consumer or business customer?
A) the supply chain
B) the value chain
C) the channel of distribution
D) the retailer chain
E) the industrial network
Which of the following is a media schedule of short, intense bursts alternating with
periods of little to no activity?
A) a continuous schedule
B) sequencing
C) segmenting
D) flighting
E) hard hitting
Which of the following occurs when price is inelastic?
A) Price and revenue change in the same direction.
B) Revenues decrease when price increases.
C) Revenue is unaffected by price changes.
D) Quantity demanded increases when price increases.
E) The demand curve is more horizontal.
Through ________, one firm sells another firm the right to use a legally protected brand
name for a specific purpose for a specific period of time.
A) umbrella branding
B) store branding
C) franchising
D) licensing
E) trademarking
Organic Designs is a small, successful chain of stores offering stylish clothes made of
all-organic materials for infants, toddlers, and young children. Most of the Organic
Designs stores are located in urban areas. Now Organic Designs is considering using
direct marketing to reach potential customers who live outside of the company’s
existing markets. Which of the following methods of direct marketing would likely be
most effective in accomplishing this goal?
A) direct-mail marketing
B) m-commerce
C) catalog marketing
D) infomercials
E) telemarketing
Edy’s is a high quality brand of ice cream. Edy’s introduced Godiva ice cream and
Starbucks ice cream to tempt ice cream lovers to eat even more ice cream. Edy’s used a
________ strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
An attitude is ________.
A) an internal state that drives us to satisfy needs
B) the process by which people select, organize, and interpret information from the
outside world
C) a change in behavior caused by information or experience
D) a lasting evaluation of a person, object, or issue
E) the set of unique psychological characteristics that consistently influence the way a
person responds to situations in the environment
A retailer that wants to target prospective grooms between the ages of 21 and 40 who
are within six months of their marriage is using ________ segmentation to define its
target market.
A) lifestyle
B) behavioral
C) socioeconomic
D) demographic
E) ethnicity
Nationalization occurs when a government ________.
A) reimburses a foreign company for its assets after taking over the company
B) reimburses a foreign company that has lost facilities due to natural causes
C) refuses to allow its businesses to engage in exporting
D) takes over a foreign operation and provides the seized operation with no
reimbursement
E) imports more than it exports
Which of the following is true about sales branches, sales offices, and manufacturers’
showrooms?
A) They are all manufacturer-owned intermediaries.
B) They all determine the marketing strategy for the products they sell.
C) They are all independent intermediaries.
D) They all carry inventory and take title to the inventory they carry.
E) They perform the same functions as self-service wholesalers.
Consumers often rely on decision guidelines, or mental rules of thumb, when weighing
the merits of competing brands. These rules are referred to as ________.
A) evaluative criteria
B) attitudes
C) affects
D) heuristics
E) cognitions
The United States, the United Kingdom, Australia, Canada, France, Italy, Germany, and
Japan are all members of ________.
A) the BRIC countries
B) the Group of Eight
C) the EU
D) NAFTA
E) APEC
________ can be classified by primary purpose, such as to inform, persuade, or remind.
A) Budget objectives
B) Message objectives
C) Creative strategies
D) Advertising appeals
E) Media plans
Which of the following statements about organizational markets is true?
A) The average purchase size in organizational markets is much smaller than the
average purchase size in the consumer market.
B) Demand for products in the organizational market is derived from demand for
consumer products.
C) Most demand for organizational markets is fixed.
D) Organizational marketers have a broad customer base and a large number of buyers.
E) Joint demand is not a factor.
________ do not vary with the number of units produced.
A) Liquidity costs
B) Fixed costs
C) Variable costs
D) Marginal costs
E) Everyday costs
Which of the following is the best example of a direct channel?
A) J&L Manufacturing Company sells drapery hardware to The Home Depot’s Design
Center, and the Design Center then sells it to consumers.
B) Family Dollar Store sells modeling clay to school-age children.
C) A wholesaler sells candy to convenience stores, who then sell it to store patrons.
D) Farmer Mintz sells corn to the Hughes household, who will eat it for supper.
E) A farmer in Colombia sells flowers to an international broker, who makes sure the
flowers reach consumers in the United States.
Prospect and qualify is the step in the creative selling process in which the salesperson
________.
A) meets the customer for the first time
B) learns as much as possible about a prospective customer before making a sales call
C) identifies potential qualified customers
D) conveys the product’s competitive advantages to a potential customer
E) clarifies and overcomes a customer’s concerns about buying
Explain the concept of business-to-business marketing and give an example of a
business-to-business transaction.
Explain durable and nondurable goods. Give an example of each.
JetBlue is a low-fare airline. JetBlue gives customers a friendly cabin crew, roomy
overhead bins, live satellite TV at every leather seat, and even pay-per-view movies.
How is JetBlue striving to provide quality service? Explain your answer.
What are the four “easy” tests brand designers use in selecting a good brand name?
Choose a brand and explain how it passes these tests.
Explain the concept of the supply chain.
Identify any product or service. How can a marketer calculate the lifetime value of a
customer relating to the purchase of this product or service? Explain your answer.
How do merchant wholesalers and agents/brokers differ?
What is a USP? When would a marketer use a USP strategy?
Explain why inventory control has such a major impact on the costs of logistics.
What is the difference between ISO 9000 and ISO 14000?
A gambling casino gives its high-spending players free rooms in its hotels along with
free meals and tickets to the entertainment shows at the casino. What application of data
mining is the casino using?
How has the Group of Eight recently expanded the issues it discusses in its annual
summits?
What promotional efforts would a marketer be likely to use if the communication
objective was to increase awareness of the brand?
How is it possible for a company in the United States to have protection for a brand
even if it has not legally registered it?