Reminder advertising is not applicable to new products.
a. True
b. False
Head nodding, winking, hand gestures, and arm motions are all forms of
_________communication.
a. kinesic
b. spacing
c. proxemics
d. touching
e. tactile
The product variable of the marketing mix can include all of the following except:
a. creation of brand names.
b. consumer perception of the product price.
c. development of product packaging.
d. warranty issues.
e. repair services.
Laura Spangler, of North Central Novelties, reduces the price of games sold to
Robertson’s Entertainment by 10 percent to allow for expenses associated with
Robertson’s promoting the games to consumers. This is an example of
a________discount.
a. quantity
b. cash
c. seasonal
d. trade
e. complementary
The phenomenon of selective exposure is associated with perception.
a. True
b. False
Packaging is a neglected component of a marketing strategy.
a. True
b. False
Ashley is currently working on a video to introduce a new line of athletic wear for
women. She is using signs and symbols to represent the concept and meaning of the
new athletic wear. With respect to the components of a communication process, Ashley
is most likely working on the______for this promotional video.
a. feedback process
b. coding process
c. decoding process
d. conversion process
e. channel capacity
A sign at a doctor’s office waiting room reads, “Please be courteous of others waiting
with you.” The doctor’s office is trying to positively emphasize
the_____________aspect of services.
a. tangibility
b. perishability
c. inseparability
d. customer contact
e. heterogeneity
At times, after doing segmentation analysis, marketers in an organization decide not to
enter any segments.
a. True
b. False
Stuart’s little brother Kyle joined the Boy Scouts recently. Stuart notices that in addition
to wearing the Boy Scout uniform, Kyle has been better about keeping his everyday
clothes neat and clean, has been searching online for camping gear, and has become
interested in ‘œgreen’ products. Stuart believes that the Boy Scouts are now a reference
group for Kyle because he:
a. has taken on many of the values, attitudes, or behaviors of group members.
b. became a formal member of the group.
c. became familiar with the group’s activities.
d. looked for information from members of the group regarding buying decisions.
e. cannot control his involvement with the group.
Generally speaking, individuals who are unemployed would not be considered a target
market for lawn care services because:
a. they would not desire such products.
b. they would not be willing to purchase such products.
c. they would not have the ability to purchase such products.
d. such markets are narrowly defined geographically.
e. they would not be authorized to purchase such products.
Customer costs include anything the buyer must give up in order to obtain the benefits
the product provides. The most obvious customer cost is:
a. risk.
b. time.
c. monetary price.
d. effort.
e. availability.
High involvement products tend to be those that are expensive and visible to others.
a. True
b. False
What is the primary disadvantage of using a market test as a forecasting tool?
a. It is difficult to interpret.
b. It is expensive.
c. It is inaccurate.
d. It is unacceptable to consumers.
e. It is overused.