Ads for beauty products often suggest that purchasing these products will bring love,
helping to fulfill one’s social needs.
a. True
b. False
Paid personal communication that attempts to inform and persuade customers to
purchase products in an exchange situation is called:
a. advertising.
b. sales promotion.
c. personal selling.
d. target marketing.
e. public relations.
Alison asks ten of her friends over to her home to learn about exciting new cosmetic
products. A salesperson from
Angel Products makes a presentation and takes the women’s orders. This is an example
of___________.
a. a party plan
b. telemarketing
c. a warehouse club
d. direct marketing
e. a catalog showroom
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning
to the Internet to search for information, products, people, news, maps, entertainment,
and whatever else you can think of. At the forefront of this massive search is Google;
accompanying Google are social media sites such as Facebook, Twitter, and Pinterest.
Google has developed methods for making information useful to all types of Internet
users. Some users want to critique the information, some just want to read the
information, and some want to be the information writers. Facebook, originally used as
a social networking application, is now picked up by retailers, brands, celebrities,
churches, political campaigns, and non-profit agencies who are designing Fan Pages.
Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated
medium.
Political parties are also utilizing social media to connect with voters and to keep
individuals informed about the up-to-the-minute activities in the political campaigns. If
the politicians wanted to involve the potential voters in the campaign, they could
utilize Facebook Fan Pages.
a. spectators
b. avatars
c. virtual realities
d. amateur filmmakers
e. specialized video producers
The ability of a marketer to identify customers before they make a purchase is called:
a. connectivity.
b. addressability.
c. interactivity.
d. accessibility.
e. control.
TerraCycle is a company that takes waste and ‘œupcycles’ it into new products.
Currently, TerraCycle markets a bicycle rack made of recycled plastic to schools, parks,
and cities. This rack does not scratch or damage the bikes as concrete and steel racks
do, and is eco-friendly since it is made of waste material. TerraCycle is differentiating
its product based on:
a. intended use.
b. support services.
c. durability.
d. product features.
e. aesthetic modification.
The Common Market of the Southern Cone (MERCOSUR) includes:
a. countries from southern Africa.
b. both India and Indonesia.
c. Australia and New Zealand.
d. countries in South America.
e. southern China and India.
Matt was in a group considered to be actual or potential purchasers of a new mountain
bike produced by Specialized Sports. He and the other consumers were shown three
different advertisements and asked to judge several dimensions of each one. Matt was
part of a(n) .
a. posttest consumer group
b. panel of advertising experts
c. consumer jury
d. customer ad panel
e. ad preview group
A firm can survive in the long run only if its products are sold below cost. a. True
b. False
In the Sunday paper, Caitlin sees a flyer for a collector’s edition nativity set that is
available to purchase by filling out and mailing in a form or by calling a 1-800 number.
This is an example of:
a. telemarketing.
b. direct-response marketing.
c. television home shopping.
d. direct selling.
e. catalog marketing.
Manipulating a product’s availability for purposes of exploitation and forcing
intermediaries to behave in a specific manner are ethical issues in distribution.
a. True
b. False
According to the marketing concept, an organization should try to:
a. consider short-run objectives and cash flow needs before developing new products.
b. define its business as “making a product.”
c. provide products that satisfy customers’ needs and allow the organization to achieve
its goals.
d. put most of its emphasis on marketing activities and be less concerned with finance,
accounting, and personnel.
e. view selling activities as the major means of increasing profits.
Select Comfort, a producer of adjustable air mattresses, sells most of its products
through direct mail sales and on its website. This channel would be classified as:
a. direct distribution.
b. producer, retailer, consumer.
c. telemarketing.
d. direct-marketing.
e. indirect marketing.
One trend that has caused consumer-generated information to gain importance is:
a. the recession.
b. the globalization of companies.
c. the increase in store brands.
d. the increase of consumers using digital media to publicize their own product reviews.
e. the increase in consumer buying power.
A price-skimming strategy assumes that:
a. the firm cannot recover the high costs of R&D.
b. the product is efficient.
c. it will be difficult to recoup development costs.
d. all consumers have homogeneous tastes.
e. the initial demand is highly inelastic.
Levi Strauss markets its denim jeans in many countries and develops its marketing
strategy as if the world were a single market. This approach to selling a standardized
product in all countries represents:
a. exporting.
b. accidental exporting.
c. limited exporting.
d. licensing.
e. globalization of markets.
If Time Warner Cable uses its sales reports which are broken down by geographic
regions as part of its marketing research to determine which markets are most rapidly
adopting high-speed Internet connections, then Time Warner Cable is said to be using .
a. internal sampling
b. internal primary data
c. external secondary data
d. external primary data
e. internal secondary data
Often when a company introduces a new product or line extension, its promotion will
focus on________initiate the product-adoption process.
a. creating awareness
b. stimulating demand
c. retaining loyal customers
d. combating competitive promotional efforts
e. reduce sales fluctuations
Which of the following is a method of business buying that is necessary when products
are highly homogeneous and examination of each item is not feasible?
a. Negotiation
b. Sampling
c. Description
d. Inspection
e. Reciprocation
Consumers tend to remember information inputs that support their feelings and beliefs
and forget inputs that do not.
This is known as selective:
a. exposure.
b. distortion.
c. retention.
d. information.
e. framing.