Which of the following has lost population in the past two decades?
A) California
B) Florida
C) the Western states
D) the Northeast states
E) the Southern states
Which of the following is a trend that depicts the increasingly nontraditional nature of
today’s American families?
A) the low percentage of working women in the workforce
B) the low percentage of married couples with children
C) the sharply declining number of dual-income families
D) the sharply declining number of stay-at-home dads
E) the decreasing reliance on convenience foods and services
Which of the following is a benefit of using blogs as marketing tools for companies?
A) Blogs provide companies with a platform to help portray wider merchandise.
B) Blogs are online selling platforms for people located in hard-to-reach places.
C) Blogs help reach a wider audience compared to other online direct marketing tools.
D) Demographic information about customers can be easily discovered.
E) Blogs are an inexpensive yet personal way to reach a targeted audience.
Product mix ________ refers to the number of different product lines the company
carries.
A) length
B) height
C) width
D) consistency
E) depth
HP’s advertising agency assembles words and illustrations into an advertisement that
convey the company’s intended brand message. In the context of the communication
process, HP is ________.
A) messaging
B) encoding
C) sending
D) decoding
E) responding
________ are a type of limited-service wholesalers who do not carry inventory or
handle a product. They typically operate in bulk industries, such as coal, lumber, and
heavy equipment.
A) Wholesale merchants
B) Industrial distributors
C) Cash-and-carry wholesalers
D) Rack jobbers
E) Drop shippers
A ________ creates a long-term relationship in which the supplier promises to resupply
the buyer as needed at agreed prices for a set time period.
A) blanket contract
B) request for proposal
C) supplier proposal
D) change order
E) noncompete clause
In which of the following geographic pricing strategies would customers located close
to the company pay the same amount as customers in distant locations?
A) uniform-delivered pricing
B) zone pricing
C) FOB-origin pricing
D) location-based pricing
E) reference pricing
Which of the following strategies would a company most likely use to increase
customer satisfaction?
A) decreasing the variety of offered services
B) divesting
C) lowering prices
D) “firing” unprofitable customers
E) limiting customer experiences with a brand
Heart of Midnight sells blue orchids to major florists around the world. Their key
requirement is speed. Which of the following modes of transport will help them?
A) rail transport
B) air carriers
C) trucks
D) piggybacks
E) water transport
A manager in a garment manufacturing company decided to replace the plastic
shopping bags currently used in his company with bags made of recyclable material.
Consequently, he asked the operations officer to gather relevant information and send a
list of alternatives to him. In the business buying process, the manager is preparing a(n)
________.
A) problem statement
B) general needs description
C) supplier list
D) proposal solicitation
E) order-routine specification
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word about the company’s new products.
This is an example of ________.
A) a reverse marketing activity
B) nonpersonal marketing
C) buzz marketing
D) sales promotion
E) direct marketing
Which of the following contact methods is the most cost-effective?
A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews
________ are those products purchased for further processing or for use in conducting a
business.
A) Unsought products
B) Specialty products
C) Shopping products
D) Industrial products
E) Convenience products
A(n) ________ argument is most likely to be effective when the audience is highly
educated or likely to hear opposing claims.
A) two-sided
B) one-sided
C) moral
D) emotional
E) structured
________ contribute(s) to a product’s usefulness as well as to its looks.
A) Sensational style
B) Good design
C) Trait
D) Consistency
E) Multiple features
Which of the following is most likely influenced by marketers?
A) population shifts
B) core cultural values
C) income distribution
D) ethnic diversity
E) media
Blue Fin canned tuna has higher sales than its unbranded rival, even though the
unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has
________.
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance
A company’s marketing should be guided by the sustainable marketing principle of
________.
A) direct marketing
B) viral marketing
C) buzz marketing
D) value marketing
E) innovative marketing
Business demand that ultimately comes from the demand for consumer goods is known
as ________ demand.
A) derived
B) negative
C) primary
D) latent
E) elastic