An individual’s attitudes are easy to change.
Sales promotion consists of short-term incentives to encourage the purchase of a
product or service.
A demand curve shows the number of units the market will buy in a given time period
at different prices that might be charged.
Co-branding occurs when retailers and wholesalers create their own store brands.
Horizontal conflicts are conflicts between different levels of the same channel.
Marketing is managing profitable customer relationships.
Corporate identity materials help create a corporate identity that the public immediately
recognizes.
Most major companies have now appointed a chief privacy officer (CPO), whose job is
to safeguard the privacy of the companies in the international business environment.
The role of marketing intermediaries is to transform the assortments of products made
by retailers into the assortments wanted by producers.
The simplest pricing method is cost-plus pricing, which involves adding a standard
markup to the cost of the product.
The customer-driven marketing strategy involves four steps: market segmentation,
market targeting, positioning, and differentiation.
Which of the following is a disadvantage of using direct mail as an advertising
medium?
A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization
________ includes all the activities involved in selling products or services directly to
final consumers for their personal, nonbusiness use.
A) Franchising
B) Retailing
C) Brokering
D) Wholesaling
E) Disintermediation
Stahl Inc. has 1,000 Type-A accounts, each requiring 30 calls per year, and 3,000
Type-B accounts, each requiring 10 calls per year. If each salesperson at Stahl Inc. can
make 1,500 sales calls per year, how many salespeople would be needed to meet the
total workload?
A) 25
B) 35
C) 40
D) 45
E) 60
Which of the following is the most likely circumstance for a company to decide to do
little or no test marketing?
A) when the new product requires a major investment
B) when management lacks confidence in the new product
C) when management lacks confidence in the marketing strategy
D) when the product has no substitutes and is new in its category
E) when the costs of developing and introducing the product are low
Cozy Country Market entered the candle business with a unique product: a line of
candles made from soy that produce less smoke and lasts up to twice as long as other
candles. The firm sold this unique product exclusively to a few niches. The candles
were priced twice the cost charged for normal candles. The product was also sold online
and in unconventional outlets not dominated by the market leaders. In this case, Cozy
Country Market was using a(n) ________ against the market leaders.
A) pre-emptive attack
B) guerrilla attack
C) counter offensive attack
D) indirect attack
E) frontal attack
The six stages consumers normally pass through on their way to making a purchase are
known as the ________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
When consumers are highly involved with an expensive, infrequent, or risky purchase
but see little difference among brands, they most likely will exhibit ________.
A) habitual buying behavior
B) complex buying behavior
C) impulse buying behavior
D) dissonance-reducing buying behavior
E) consumer capitalism
Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly
guesses the date on which Waldo Stores was first established in the Boston area. Which
type of sales promotion is evident here?
A) contest
B) sample
C) premium
D) trade promotion
E) point-of-purchase promotion
While looking for ideas on how to craft a user-friendly dishwasher, the designers of a
dishwasher-manufacturing company spent 10 days observing people use their
dishwashers in their homes. In this instance, the designers were conducting a(n)
________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research
A(n) ________ economy is rich in one or more natural resources but poor in other ways
and much of its revenue comes from exporting its natural resources.
A) industrial
B) industrializing
C) raw material exporting
D) subsistence
E) agrarian
A five-feet-high cardboard display of Terry the polar bear, mascot of Terry’s protein
shake, next to the shelf containing Terry’s products in a supermarket is an example of
a(n) ________.
A) sample
B) point-of-purchase promotion
C) business promotion
D) advertising specialty
E) rebate
Identify the social costs of increased automobile ownership, and then describe two
options for restoring the balance between private and public goods. Give specific
examples.
Provide an example of a company which has used an imaginative distribution system to
gain a competitive advantage.
What is the role of a salesperson in a territorial sales force structure?
Give three examples of shopping products.
List any four major media types and identify some of the strengths and weaknesses of
each of them.
What does the marketing ROI measure?
Define Customer Relationship Management and explain its associated tools and levels
of relationships.
How does branding help buyers?
Explain how a market follower can gain advantage from a market leader.
Describe the three decisions involved in designing a sample.