A distinguishing factor between a brand name and a brand mark is that a brand name .
a. creates customer loyalty
b. consists of words
c. identifies only one item in the product mix
d. is registered with the U.S. Patent and Trademark Office
e. implies an organization’s name
A firm may decide that all packages should be similar and include one major element of
the same design. This approach to promote an overall company image is called .
a. family extension
b. family packaging
c. overall packaging
d. package extension
e. selective packaging
A franchiser supplies labor and capital, operates a franchised business, and agrees to
abide by the provisions of a franchise agreement.
a. True
b. False
Providing customer satisfaction should be the driving force behind marketing channel
decisions.
a. True
b. False
Consumers are reluctant to purchase substitute brands if a desired brand of a
convenience product is unattainable.
a. True
b. False
One of the fastest-growing areas in mobile technology is the creation of applications.
a. True
b. False
The values, knowledge, beliefs, customs, objects, and concepts of a society affect how
people make purchasing decisions.
a. True
b. False
Survey and observation are considered secondary data collection techniques.
a. True
b. False
Stacy is going to the store to buy milk and cereal. She will most likely use_____in her
consumer decision-making process.
a. routinized response behavior
b. limited decision making
c. extended decision making
d. perceptual mapping
e. enduring involvement in her consumer decision-making
Personal selling goals include finding prospects, convincing prospects to buy, and:
a. monitoring new products being developed.
b. being aware of competitors’ sales activities.
c. seeking one-sale customers.
d. avoiding repeat transactions.
e. keeping customers satisfied.
Segmentation variables are usually grouped into four categories:
a. demographic, geographic, religion, and income.
b. geopolitical, income, behavioristic, and psychographic.
c. attitudes, lifestyles, behaviors, and gender.
d. geographic, demographic, psychographic, and attitudes.
e. demographic, geographic, psychographic, and behavioristic.
Neighborhood shopping centers usually have the largest department stores, widest
product mixes, and deepest product lines of all shopping centers.
a. True
b. False
The final stage of the selling process is:
a. closing.
b. trial close.
c. presentation. d. follow-up.
e. overcoming objections.
Textile companies historically face issues concerning the use of child labor in foreign
countries and the various regulations created concerning this labor. Thus, executives in
these companies are most likely to influence the
forces of the marketing environment. a. economic
b. competitive c. political
d. environmental e. sociocultural
A_______is a small, self-service store that is open long hours and carries a narrow
assortment of products, usually items such as soft drinks and other beverages, snacks,
news-papers, tobacco, and gasoline, as well as services such as ATMs.
a. discount store
b. department store
c. convenience store
d. supermarket
e. category killer