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Sales promotion involves building up a good corporate image, and handling or heading
off unfavorable rumors, stories, and events.
People differ greatly in their readiness to try new products. In each product area, there
are "consumption pioneers." They are also called laggards.
The starting point of understanding how consumers respond to various marketing
efforts is called the stimuli-response model of buyer behavior.
The goal of supervision is to encourage salespeople to "work hard" and energetically
toward sales force goals.
Prior to the Great Recession of 2008/2009, American consumer spending was careful
and restrained.
The percentage-of-sales budget is based on the availability of funds rather than on
opportunities.
Customer-perceived value is defined as the customer's evaluation of the difference
between all the benefits and all the costs of a market offering relative to those of
competing offers.
A company must lower its ethical standards to successfully conduct business in
countries with low standards.
In industries in which pricing is a key factor, ________ often set the best prices or help
others in setting them.
A) sales departments
B) salespeople
C) production managers
D) line managers
E) pricing departments
Minimizing pollution from production and all environmental impacts throughout the
full product life cycle is called ________.
A) aesthetic consumerism
B) sustainability vision
C) product stewardship
D) beyond greening
E) pollution prevention
A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies
toward an object or idea.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception
Moral appeals ________.
A) relate to the audience's self-interest by showing that the product will produce the
desired benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience's sense of what is "right" and "proper"
E) are based on the idea that practical benefits are more important for consumers than
emotions
Venus Inc., a company designing and marketing branded diamond jewelry, targets
wealthy consumers with similar needs and buying behaviors, even though the
consumers are located in different countries. This is an example of ________.
A) intermarket segmentation
B) loyalty segmentation
C) life-cycle segmentation
D) income segmentation
E) psychographic segmentation
Which of the following is true about business purchases?
A) Business purchases involve more professional purchasing effort than consumer
purchases.
B) Business purchases involve less participants in decision making compared to
consumer purchases.
C) Purchasing agents are absent in business purchases.
D) Business purchases involve less technical and economic considerations compared to
consumer purchases.
E) Business purchases are usually quicker and more informal than are consumer
purchases.
Which question should most likely be answered by all companies due to the rapid move
toward globalization?
A) How should we eliminate domestic competition?
B) Should we diversify in a new business area in the home country?
C) Where should we produce or source our products?
D) How should we fulfill our environmental obligations?
E) Which medium of advertising should we use in our home country?
Which of the following is true with regard to value-added pricing?
A) Companies that practice value-added pricing typically match the competition by
cutting prices.
B) Companies practicing value-added pricing differentiate their offers by attaching
value-added features to offerings that, in turn, justify higher prices.
C) The intrinsic value of products sold by companies practicing value-added pricing is
far less than their actual selling price.
D) Companies practicing value-added pricing primarily rely on cost differentiation.
E) Value-added pricing is the most suitable pricing strategy in pure monopolies.
The ________, a vast public web of computer networks, connects users of all types all
around the world to each other and to an amazingly large information repository.
A) Internet
B) Intranet
C) digital catalog
D) customer database
E) network bridge
Which of the following product characteristics refers to the degree to which the
innovation appears superior to existing products?
A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity
If Azerbaijan imported wheat from Romania in exchange for crude oil, and Vietnam
exchanged rice for Philippine fertilizer and coconuts then these scenarios would be
examples of ________.
A) cash transaction
B) compensation
C) buyback
D) blocked currency
E) barter
Which term refers to the course that a product's sales and profits take over its lifetime?
A) total product process
B) service life
C) product mix
D) product life cycle
E) marketing mix
________ are wholesalers who serve grocery and drug retailers, mostly in nonfood
items. They price the goods, keep them fresh, set up point-of-purchase displays, and
keep inventory records.
A) Purchasing agents
B) Rack jobbers
C) Drop shippers
D) Cash-and-carry wholesalers
E) Manufacturers' agents
How does the buying process typically begin?
Explain why electronics and pharmaceuticals manufacturers use customer-driving
marketing.
How do integrated marketing communications (IMC) build brand identity?
How might a consumer view a price cut?
Why is government regulation necessary to protect consumers from unfair business
practices?
