Public relations is a set of tools to be used primarily during crises.
a. True
b. False
Cash cows are products with a dominant share of the market and good prospects for
growth.
a. True
b. False
Marcellis is a product manager for a major electronics company. His current project
deals with the development and introduction of a new smartphone. Since there are a
number of smartphones currently out on the market, Marcellis is concerned about
product failure. Currently, Marcellis and his team are in the screening phase of the new
product development process. Has his team already passed the phase which is best able
to measure the product failure concern?
a. Yes, the best phase is the idea generation phase.
b. Yes, the best phase is the concept testing phase.
c. No, the best phase is the concept testing phase.
d. Yes, the best phase is the test marketing phase.
e. No, the best phase is the test marketing phase.
Decisions regarding sales promotion do not affect advertising decisions.
a. True
b. False
Mister Sub offers customers a card that allows them to have a free sub for every 7 that
have been purchased and provides various discounts throughout the year. The primary
promotional objective of programs such as this is:
a. encouraging product trial.
b. retaining existing customers.
c. building selective demand.
d. facilitating reseller support.
e. minimizing noise in the communication process.
The factors used to evaluate a salesperson’s performance are based on the sales
objectives set by the sales manager for that salesperson.
a. True
b. False
Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While
Julie likes to read the blog, she does not actually create any content herself. Julie would
be called a(n) _____with regard to the Vogue blog.
a. collector
b. spectator
c. inactive
d. creator
e. critic
______are online users who do not participate in any digital online media.
a. Collectors
b. Spectators
c. Inactives
d. Creators
e. Critics
Scott Bartello, a salesperson for Lamkin Golf Products, develops a list of potential
customers and evaluates them on the basis of their ability, willingness, and authority to
purchase copy machines. This process is called:
a. customer search.
b. preapproach.
c. customer evaluation.
d. customer pre-approval.
e. prospecting.
Technological developments have a direct impact on creating and maintaining a
marketing mix.
a. True
b. False
Through market tests, a forecaster gains data regarding consumers’ intended purchases.
a. True
b. False
A general merchandise retailer offers:
a. a single product line that is stocked in depth.
b. few product lines with deep assortments of these lines.
c. few choices of a large variety of product lines.
d. products through the Internet and catalogs only.
e. a variety of product lines that are stocked in depth.
An attitude scale is useful in helping to measure the intensity of feelings.
a. True
b. False
Marketers improve their ability to establish prices appropriately when:
a. there is non-price competition.
b. they know the prices charged for competing brands.
c. their products are of better quality than the competition’s.
d. the main objective is image building.
e. using psychological pricing.
Labeling is most important for branding reasons.
a. True
b. False
The Pillsbury Company defines all individual consumers who are purchasers of flour as
its target market. It also defines all businesses that purchase flour as its target market.
Which targeting strategy would be most appropriate in this case?
a. Concentrated
b. Undifferentiated
c. Wide appeal
d. Differentiated
e. Clustered
There are situational influences that cannot be controlled.
a. True
b. False