If a pull policy is used in promoting a product, the producer promotes the product only
to the next marketing institution down the channel.
a. True
b. False
Assisting the producer’s customers in selling to their own customers is the major
purpose of a(n) .
a. trade salesperson
b. technical salesperson
c. missionary salesperson
d. order getter
e. order taker
Beth Hines is buying furniture for her apartment for the first time. She is spending
considerable time and effort comparing the products that different stores offer. Which
type of decision making process is she using?
a. Selective
b. Intensive
c. Extended
d. Impulsive
e. Routinized
A target market:
a. involves a large number of customers.
b. is a specific group of customers on whom a company focuses its marketing efforts.
c. already has several competitors vying for customers’ business.
d. is the same as a salesperson’s prospective client list.
e. is a customer group classified as people with similar demographic characteristics.
A content analysis of an organization’s messages, readability studies, and readership
surveys are all tools used to conduct a(n) .
a. consumer survey
b. public relations audit
c. environmental audit
d. communications audit
e. social audit
J.C. Penney is presently involved in a process of assessing marketing opportunities and
resources, determining marketing objectives, redefining marketing strategies, and
developing guidelines for implementation and control. It is evident, then, that J.C.
Penney is involved in the process of:
a. benchmarking.
b. marketing planning.
c. total quality management.
d. SWOT analysis.
e. market capitalization.
As a promotional strategy, using coupons strives to achieve all of the following except:
a. show how a product is used.
b. increase sales volume quickly.
c. introduce new package sizes.
d. prompt trial usage of a new product.
e. attract repeat users.
Due to consumer concerns over privacy, the_____ is considering developing regulations
that would limit the amount of consumer information that marketers can gather online.
a. Internet Protection Agency
b. Consumer Protection Agency
c. Federal Trade Commission
d. Better Business Bureau
e. technology division of the federal government
When consumers conduct an online product information search, corporate-generated
content appears more credible than consumer messages.
a. True
b. False
Brian and Tiffany are discussing the media plan for the opening of their new
laundromat called Soap and Suds. While talking to Tiffany, Brian agrees that has a
tremendous impact. However, he feel that the upfront costs for such a campaign cannot
be covered, at present, in their modest budget.
a. radio
b. outdoor
c. television
d. the Internet
e. newspaper
Packaging is most important, as a strategic tool, for .
a. consumer convenience products
b. consumer shopping products
c. industrial products
d. consumer specialty products
e. services
Barry Gluckman of WP International, a major marketer of word-processing software,
calls the secretary of Renee Dorchette, director of purchasing for MMK Inc to fix
an appointment. The secretary sets up the appointment to discuss the upcoming
purchase of software from WP International. The secretary plays the role of a____
purchase decision.
a. gatekeeper
b. buyer
c. decider
d. litigator
e. negotiator
The reasons a vertically integrated channel can be more effective against competition is
because of all of the following except:
a. the consolidation of power.
b. tightly controlled and bureaucratic management style.
c. the ability to inhibit competitors.
d. the sharing of responsibilities and information.
e. increased bargaining power.