Question marks have a dominant share of the market, but low prospects for growth.
a. True
b. False
Sporadic recruiting is more desirable than continuous recruiting because of the expense
involved in the process.
a. True
b. False
Advertising agencies typically receive:
a. large fees from the companies whose ads they develop and place.
b. a 15 percent commission from the company whose product they are helping
advertise. c. a 10 percent commission from the advertising company and 10 percent
from the media they use.
d. a 25 percent commission paid by the media from which it makes purchases. e. a 15
percent commission paid by the media from which it makes purchases.
At the most basic level, profits can be obtained through relationships by acquiring new
customers, enhancing the profitability of existing customers, and extending the duration
of customer relationships.
a. True
b. False
When a company has its sales forecasts prepared by management consultants,
economists, or college professors, it is using a(n) .
a. expert forecasting survey b. Delphi technique
c. random factor analysis
d. external judgment survey
e. market test
For custom-made equipment or commercial construction projects, which pricing
method is most likely used?
a. Prestige
b. Premium
c. Differential
d. Return-on-investment
e. Cost-plus
Kohl’s pays $16.50 for a sixÂounce bottle of cologne and sells it for $25.95. Its markup
as a percentage of cost is approximately________percent for this product.
a. 64
b. 36
c. 18
d. 57
e. 45
Freight transportation companies that offer several different shipment methods are
called:
a. megacarriers.
b. intermodal transporters.
c. freight forwarders.
d. shipping experts.
e. superfreighters.
Wholesalers help retailers select inventory.
a. True
b. False
Ollies’ is a regional self-service retail store that sells name-brand electronics, tools,
housewares, and sporting goods at low prices. Ollies’ is an example of a__________.
a. department store
b. discount store
c. warehouse showroom
d. specialty store
e. superstore
Digital media refers to the strategic process of distributing, promoting, pricing products,
and discovering the desires of customers using digital marketing.
a. True
b. False
Managers and consultants at Greenscapes Corp. are meeting to discuss better ways to
package its products to reduce damage and make loading more efficient. The primary
function they are trying to improve is:
a. warehousing.
b. inventory management.
c. materials handling.
d. cycle time.
e. containerization.
The Eagle Pawn Company is a regional business that owns seven pawn stores in the
Houston area. The company had acquired a new software system designed to track their
inventory better. Now that they have had the system for a couple of months, they have
decided to upgrade to a newer version. The original purchase is an example of
a purchase, while the current purchase will be a modified rebuy purchase.
a. new-task
b. reevaluated
c. contract
d. straight rebuy
e. negotiated
The PIMS studies indicates that both market share and___________are good indicators
of profitability.
a. low pricing
b. product quality
c. limited competition
d. sales growth
e. ROI pricing
Creating a favorable impression and developing rapport with prospective customers is a
critical part of the _______step of personal selling.
a. following up
b. making the presentation
c. approach
d. prospecting
e. preapproach
Marketers often provide consumers with information of their products, including free
samples and trial offers, to facilitate consumer:
a. patronage motives.
b. attitudes.
c. self-concept.
d. distortion.
e. learning.
Consumers buying products online have dramatically affected the variable of the
marketing mix.
a. product
b. price
c. distribution
d. research
e. promotion
Luis likes shopping at Stein Mart, a discount department store, because he likes the
prices, products, and services the store provides. His selection of this store as a regular
stop when shopping is influenced by motives.
a. self-concept
b. self-image
c. projective
d. depth
e. patronage
Which of the following statements about the undifferentiated targeting strategy is false?
a. The undifferentiated targeting strategy should be used when the needs of individual
customers are similar.
b. The undifferentiated targeting strategy uses one promotional program aimed at
everyone in the target
market.
c. The undifferentiated targeting strategy is good for use with staple items, such as
sugar and salt.
d. The undifferentiated targeting strategy uses multiple distribution systems to best
reach individuals in the target market.
e. The opposite of the undifferentiated targeting strategy is the differentiated targeting
strategy.
Both brand and product managers operate cross-functionally in an organization.
a. True
b. False