Many companies choose to standardize their____across national boundaries to maintain
a consistent and well-integrated corporate culture.
a. technology
b. ethical behavior
c. language
d. dress code
e. products
Karla tells Jeff that she likes his team’s idea about new shock-resistance running shoes
but wants him to consider some figures regarding anticipated sales, costs, and resulting
profits. To which of the following stages of the new- product development process is
she asking Jeff to proceed?
a. Idea generation
b. Business analysis
c. Commercialization
d. Test marketing
e. Screening
Which of the following variables would most likely be used to segment a business
market?
a. An attitude of the company’s CEO
b. The geographic location of the company
c. The lifestyle of the company’s buying agent
d. Net income generated by the company
e. Common opinions of the company’s employees
Marketing channel members are likely to experience misunderstandings, frustration,
and poorly coordinated strategies as a result of:
a. channel conflict caused by inefficient communication between channel members.
b. open communication among the channel members.
c. methods of channel coordination designed to reduce ambiguity.
d. negotiating territorial issues among regional distributors of a product.
e. allowing one member of the channel to take the role of channel captain.
Generally, a salesperson’s performance is judged by comparing it with predetermined
standards rather than by comparing it with the performance of other salespeople.
a. True
b. False
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. Politicians could use , the ultimate type of social media for reaching those
potential voters who want to stay connected to the latest information.
a. Bing
b. Facebook
c. Yahoo
d. Pinterest
e. Google
The kinds of products being sold and the availability of public transportation are both
factors that influence a retailer’s decision about________.
a. store atmosphere
b. store location
c. retail positioning
d. store image
e. the wheel of retailing
For demographic purposes, a mail survey was sent out by the American Cancer Society
asking each respondent to identify their race by choosing among a list of possibilities.
This is an example of a(n) question.
a. dichotomous
b. multiple-choice
c. categorized
d. open-ended
e. optional response
Pointing out any deficiencies and the possible reasons for them should be done in the
research process.
a. interpreting research findings
b. collecting data
c. defining the issue or problem
d. reporting research findings
e. designing the research project
The purpose of marketing research is to inform an organization about customers’ needs
and desires, marketing opportunities for particular goods and services, and changing
attitudes and purchase patterns of customers.
a. True
b. False
If children and teenagers are insisting on wearing expensive name-brand apparel, a
criticism of promotion can be made that promotion:
a. forces people to spend too much.
b. forces prices to go up.
c. encourages materialism.
d. creates needs.
e. can be harmful.
In reporting marketing research findings, the researcher should .
a. provide explanations in an easily understood language
b. write the report in an extremely technical and statistical style
c. fit the problem to a favored statistical technique
d. not acknowledge any limitations associated with the study
e. give management the answers it wants
Latisha works for a promotional consultant who develops sweepstakes, games,
coupons, and rebate plans for various marketers. According to the information given,
Latisha develops:
a. advertising techniques.
b. sales promotion techniques.
c. publicity examples.
d. personal selling techniques.
e. direct marketing techniques.