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Happy Pet is a large pet food company that has convinced the retailers and the
wholesalers of the New England area to resell its products. Happy Pet promises to
reimburse the advertising costs to its retailers and wholesalers for advertising its
products. This is an example of a ________.
A) trade promotion
B) point-of-purchase promotion
C) sweepstake
D) price pack
E) advertising specialty
Under the ________ Act, sellers cannot favor certain customers through their use of
trade promotions.
A) Smith-Connally
B) Robinson-Patman
C) Walsh-Healey
D) Wagner
E) Sarbanes-Oxley
Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois.
At Zenith, Ralph's primary responsibility revolves around digging deeply into customer
data to gain valuable insights about customer needs, motives, and attitudes. This data is,
in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's
position at Zenith requires him to focus primarily on ________.
A) customer sales
B) human resource management
C) risk assessment
D) financial analysis
E) customer relationship management
Which of the following is most likely true about international research?
A) The availability of good secondary data makes international research rewarding.
B) The costs of conducting international research are much higher than the benefits
offered.
C) Technology enables customer responses to be translated quickly and accurately.
D) Costly international research is necessary if firms want to succeed in foreign
markets.
E) Interpretations of data are fairly consistent among different countries.
________ refers to measuring and evaluating the results of marketing strategies and
plans and taking corrective action to ensure that the objectives are achieved.
A) Marketing control
B) Marketing implementation
C) Satisficing
D) Prospecting
E) Benchmarking
Cape Sky Inc., an international insurance and financial services company, is the primary
sponsor of the annual New York City Marathon, which is attended by over one million
fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo
and name are displayed throughout the race course. Cape Sky most likely sponsors this
event in order to appeal to which of the following types of publics?
A) financial publics
B) citizen-action publics
C) government publics
D) general publics
E) internal publics
A(n) ________ controls the flow of information to others in the buying center.
A) user
B) influencer
C) buyer
D) gatekeeper
E) decider
All of the following are difficulties associated with selling to government buyers
EXCEPT ________.
A) excessive paperwork
B) bureaucracy
C) strict regulations
D) high advertising costs
E) decision-making delays
Which of the following is true with regard to geographic organization?
A) It is the most common form of marketing organization.
B) Different marketing activities are headed by a functional specialist.
C) It requires salespeople to have international experience.
D) It reduces the overall efficiency of salespeople.
E) It allows salespeople to work with a minimum of travel time and cost.
Rex Steelworks makes steel sheets which the firm markets and sells to companies all
over the world. Which of the following marketing strategies is most suitable for Rex
Steelworks?
A) one-to-one marketing
B) undifferentiated marketing
C) individual marketing
D) local marketing
E) trigger-based marketing
Which of the following is true of contract manufacturing?
A) It provides a chance to start faster but with more risks.
B) It involves decreased control over the manufacturing process.
C) It leads to an increase in potential profits on manufacturing.
D) It is the simplest way to enter a foreign market.
E) It involves entering a foreign market by exporting the surplus products.
The term 'supply chain" is considered limited because it ________.
A) ignores the make-and-sell aspect of the market
B) suggests that planning begins with raw materials and factory capacity
C) takes a step-by-step, linear view of purchase-production-consumption activities
D) takes a sense-and-respond view of the market
E) suggests that planning starts with identifying the needs of target customers
Fifty percent of the market is in the hands of Company A. Another 30 percent is in the
hands of Company B. Fifteen percent is in the hands of Company C, and the remaining
five percent is in the hands of Company D. Based on these hypothetical numbers,
Company B is the market ________.
A) leader
B) challenger
C) follower
D) nicher
E) maven
Conflict which occurs among firms at the same level of the marketing channel is known
as ________ conflict.
A) multitiered
B) horizontal
C) vertical
D) equilateral
E) exterior
The purpose of a training program for salespeople is to teach them about all of the
following EXCEPT ________.
A) customers' buying habits
B) customers' buying motives
C) competitor strategies
D) industry history
E) company goals
List some benefits of using secondary data.
________ refers to how consumers feel if a brand meets their needs.
A) Brand differentiation
B) Brand equity
C) Brand dilution
D) Brand esteem
E) Brand relevance
A company that pursues ________ will react much more strongly to a competitor's cost
reducing manufacturing breakthrough than to the same competitor's advertising
increase.
A) product differentiation
B) low-cost leadership
C) customer intimacy
D) a middle-of-the-roaders strategy
E) product leadership
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor is called ________.
A) sales promotion
B) advertising
C) direct marketing
D) personal selling
E) public relations
