The effectiveness of a direct-mail campaign is easy to evaluate because the response
comes quickly after the date of the promotion, or not at all.
Amway, Mary Kay, and Tupperware use a multilevel or network marketing distribution
system.
For a company to dominate its industry in the future, it must lead the customer rather
than being customer led.
When two independent companies cooperate to have both brands highlighted in a
product it is known as corporate parent branding.
The corporate jet expenditure is an example of a direct fixed cost.
Customers who fall under the mercenary group are usually price-and
promotion-sensitive.
Trade promotion is directed at end consumers.
Parsimony is important in industrial marketing because it is inefficient to pursue too
many segments.
Most industrial markets are mass markets.
At the maturity of the product life cycle, competition is generic and the job of the
marketing manager is to convince potential customers that the new product satisfies
their needs better than an existing substitute.
Missionary selling typically entails responsibilities such as making sure the stock is
adequately displayed on shelves, setting up displays, providing demonstrations, and
other activities sometimes called merchandising.
Visiting a retailer to see a product demonstration is an example of which of the
following levels of response?
A) cognitive stage
B) affective stage
C) behavior
D) evaluation stage
Which of the following statements is true about continuous replenishment program
(CRP)?
A) It is used as a tool for market segmentation.
B) It reduces the cost of producing goods.
C) It is a part of efficient consumer response.
D) It increases inventories at the retail side.
Which of the following is a good source of secondary information?
A) annual reports
B) customers
C) the company sales force
D) employees
Which of the following statements is true regarding Russia and other former soviet bloc
countries?
A) The retailing scene in these countries looks much like that of the United States.
B) These countries have high quality distribution structure.
C) The retail markets in these countries are extremely fragmented.
D) In these countries, a significant amount of purchasing is done on the black market.
Commission is typically used:
A) when the products have long selling cycles like several years.
B) when management wants to encourage activities like market research that do not
generate revenue.
C) for new salespeople, who are unlikely to generate substantial sales in the short run.
D) to reward the best performance and motivate a high level of selling effort.
A product category is also known as a:
A) product brand.
B) product variant.
C) product type.
D) product class.
Which of the following strategies entails giving most of the value to the customer and
keeping a small margin?
A) penetration pricing
B) skimming
C) prestige pricing
D) competitive pricing
Identify the strategy that involves selling the extra production at a discount to a market
separate from the main market.
A) second-market discounting
B) penetration pricing
C) competitive pricing
D) periodic discounting
Company names which are brands and have meaning to customers are known as:
A) corporate parent brands.
B) corporate brands.
C) sub-brands.
D) co-brands.
Which of the following statements is true about variable costs?
A) The corporate jet expenditure is an example of a variable cost.
B) These costs must be recovered by the price.
C) The marketing managers salary is an example of a variable cost.
D) These costs are independent of sales volume.
Which of the following best describes the type of software that tracks different kinds of
information, from what happened on the last sales call, to customers birthdays, and
other special events?
A) contact management software
B) word processing software
C) spreadsheet software
D) Web conferencing software
At the ________ stage of the buying process, a sale can be made or lost so it is crucial
to understand the needs of the different people involved with making the purchase
decision.
A) determining the characteristics
B) establishing specifications
C) search for and qualify potential suppliers
D) request proposals
Because the key to success in business is obtaining and keeping customers, the most
crucial form of competition is generally ________ competition, in which competition
occurs for the same customers.
A) product form
B) product category
C) generic
D) budget
________ driven approach is an aggressive, push-the-catalogue approach to marketing.
A) Technology
B) Sales
C) Marketing
D) Customer
In the classic linear approach, identify the stage of the new product development
process where a competitor is most likely to learn about the new product.
A) idea generation
B) testing and concept development
C) business analysis
D) initial design and concept screening
Companies good at launching new products often have ________ culture that
encourages risk-taking and the open exchange of ideas.
A) an entrepreneurial
B) a centralized
C) a bureaucratic
D) a mechanistic