Participants in frequently get to see pictures, products, advertising samples, and
diagrams.
a. online surveys
b. personal interview surveys
c. mail surveys
d. telephone surveys
e. probability samples
In its advertisements for a light beer, Anheuser-Busch brewing company has decided to
include a statement saying
“Know when to say when,” indicating that customers should know when to stop
drinking. This is an example of a:
a. federal regulation.
b. state regulation.
c. city regulation d. self-regulation
e. social regulation
If a person is rewarded for developing a deceptive advertisement, he or she probably
will not engage in such behavior in the future.
a. True
b. False
After a newspaper reported that a pharmaceutical giant was aware that its
arthritis-fighting drug could cause heart problems and still continued to sell the drug,
the firm’s stock plummeted and hundreds of lawsuits were filed against the company.
This demonstrates what can occur if firms ignore:
a. marketing citizenship.
b. sociocultural forces.
c. environmental causes.
d. social responsibility.
e. laws regulating car design.
If a company segments its market on the basis of their reasons for purchasing a
particular product, the primary segmentation variable in use is:
a. lifestyle.
b. motives.
c. personality.
d. benefit expectations.
e. personality attributes.
As the new sales representative for Livsafe Healthcare, Sophie is responsible for calling
hospital management and selling medical equipment, such as blood pressure monitors,
scales, and heart rate monitors. Sophie knows that she needs to communicate effectively
with the administrative assistants in the management offices in order to make sure that
Livsafe Healthcare’s information brochures and new product diagrams reach the
management staff. In this situation, the administrative assistants are the in the buying
decision process.
a. gatekeepers
b. users
c. influencers
d. buyers
e. deviators
Primary data are best described as the .
a. first batch of data collected for a specific study
b. data that are necessary for a correct decision
c. data that are observed, recorded, or collected directly from subjects
d. data that are compiled for some purpose other than the study in question
e. data that are collected inside and outside the organization for some purpose other
than the current investigation
In Cara’s hometown, there is a mall with a small Sears store, a Macy’s department store,
a couple of fast food restaurants, a few specialty shops, and some convenience stores.
The mall features seasonal sidewalks sales and boat shows. This mall is most likely
a______shopping center.
a. neighborhood
b. national
c. regional
d. community
e. city
Which of the following types of a competitive structure exists when a firm produces a
product that has no close substitutes?
a. Monopoly
b. Oligopoly
c. Monopolistic competition
d. Pure competition
e. Mixed competition
Company sales forecasts are least likely to be based on:
a. executive judgment.
b. customer surveys or sales force surveys.
c. time series analysis.
d. market tests.
e. single-variable segmentation.
The outcomes of a marketer’s decisions and actions may be affected by the variables in
the marketing environment.
a. True
b. False
Which of the following links producers to consumers through the purchase and
reselling of products or contractual agreements?
a. Marketing intermediaries
b. Distributors
c. Suppliers
d. Middle marketers
e. Marketing channels
Nike maintains a good deal of control over how its products are promoted, displayed,
and sold. Because of this control, Nike would be appropriately described as the
channel__________.
a. intermediary
b. captain
c. allocator
d. terminator
e. price leader
Which of the following is the biggest drawback to using psychographic variables?
a. These variables are not strongly reflective of consumer behavior.
b. These variables are difficult to measure.
c. These variables give poor information about consumer needs.
d. These variables do not reflect socioeconomic characteristics of consumers.
e. The resulting segments are difficult to be reached.
Which of the following companies would probably be mostinterested in tracking
discretionary income levels?
a. Safeway food stores
b. BMW automobiles
c. Gulf States Utilities
d. General Mills
e. Florida Orange Growers
Jason, a 17-year old high school student, wants to buy a pack of cigarettes. He has the
money to purchase them, but he is still not considered to be a market for the product
due to his lack of to purchase the cigarettes.
a. ability
b. willingness
c. authority
d. need
e. location
Which of the following regulatory groups is a system of nongovernmental, independent,
local regulatory agencies supported by local businesses?
a. The Chamber of Commerce
b. The National Advertising Review Board
c. The National Advertising Division
d. The Better Business Bureau
e. American Marketing Association
The choice of a seller may actually affect the final product selection during the purchase
stage of the consumer buying decision process.
a. True
b. False