Services delivered through machines such as computer kiosks, ATMs, and vending
machines can reduce the________aspect that arises from increased contact with human
employees.
a. intangibility
b. perishability
c. inseparability
d. heterogeneity
e. tangibility
A market segment profile deals primarily with demographic characteristics.
a. True
b. False
Organizations that sell products to industrial markets or a few wholesalers tend to
frequently focus their promotion efforts on:
a. national advertising.
b. word-of-mouth communication.
c. public relations.
d. sales promotion.
e. personal selling.
Consumer confidence and willingness to spend begin to increase during periods of . a.
depression
b. prosperity
c. recovery
d. growth
e. recession
Scenario3.4
Use the following to answer the questions.
WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in
manufacturing innovative and nutritious food products. Silk Soymilk was first launched
in 1996, and is committed to the health of its customers, as well as the health of the
planet. At Silk, they have offset all of their energy consumption with wind power,
preventing over
16,000 tons of greenhouse gasses from entering the atmosphere each year. Silk Soymilk
is made from a mixture of organic and natural, non-genetically modified soy beans,
reducing the amount of pesticides in the air, soil, and water. Since 2002 they have been
sponsoring the FarmAid concert, whose mission is to keep family farmers on their own
land and ensure a safe, healthy food supply for all Americans.
Silk Soymilk’s use of organic, non-genetically modified soybeans in its product is an
example of:
a. green marketing.
b. social consciousness.
c. ethical responsibility.
d. cause-related marketing.
e. corporate benevolence.
The value, measured in either marketing or financial terms, associated with a brand’s
strength in a market is referred to as brand .
a. loyalty
b. value
c. share
d. equity
e. association
Which of the following statements about the marketing mix is incorrect?
a. The selection of the target market serves as the basis for the creation of the marketing
mix.
b. Marketers can alter elements of the marketing mix to accommodate different
marketing strategies.
c. Marketing mix decisions should be consistent with business-unit and corporate
strategies.
d. Once a marketing mix has been created for a particular target market, it cannot be
changed until a new strategic window opens.
e. Marketing mix decisions should be flexible enough to respond to changes in market
conditions, competition, and customer needs.
In probability sampling, there is no way to calculate the likelihood that a specific
element of the population being studied will be chosen.
a. True
b. False
Population density and city size are variables used for market segmentation.
a. geographic
b. demographic
c. psychographic
d. environmental
e. geodemographic
If Colgate-Palmolive wants to maximize profit on its toothpaste, it should operate at the
point where:
a. total costs and total revenues are equal.
b. marginal revenue is at its highest level.
c. marginal revenue exceeds marginal cost.
d. marginal revenue equals marginal cost.
e. demand is most elastic.