A product manager of an organization is responsible for the development of new
products that may be aimed at new markets.
a. True
b. False
Manufacturers can facilitate comparison shopping to allow customers to evaluate
different options.
a. True
b. False
A manufacturer has decided to improve its inventory management by maintaining low
inventory levels and waiting to purchase materials until right before they are needed in
production. This inventory management technique is called:
a. just-in-time.
b. time management.
c. inventory minimization.
d. economic order quantity.
e. reorder point maximization.
Which of the following is a large-scale, members-only, retailer that combines
cash-and-carry wholesaling with discount retailing?
a. Warehouse showroom
b. Warehouse club
c. Catalog showroom
d. Category killer
e. Hypermarket
Each of the marketing mix elements must work together with the others.
a. True
b. False
The advertising department for the Pennzoil Corporation is working on a print
advertisement for a new product. At this point, the layout contains a phrase to attract
attention, an additional phrase to provide an explanation, an illustration to show the
product, and a paragraph to explain the advantages and benefits of the product. What
other important element should be included?
a. Headline
b. Subheadline
c. Signature
d. Artwork
e. Body copy
Electricity is an example of a product that is price elastic.
a. True
b. False
Tying agreements occur when a:
a. producer distributes the same product through two or more different channels and
insisting that the distribution be equal.
b. manufacturer forbids an intermediary to carry products of competing manufacturers
and forcing the intermediary in dealing exclusively with it.
c. supplier furnishes a product to a channel member with the stipulation that the channel
member must purchase other products as well.
d. producer refuses to deal to channel members that seem unethical or illegitimate.
e. manufacturer prohibits intermediaries from selling its products outside designated
sales territories.
The marketing concept is a management philosophy that affects:
a. only marketing activities.
b. all efforts of the organization.
c. mainly the efforts of sales personnel.
d. mainly customer relations.
e. only business organizations.
Aidan is getting ready to move to campus for his freshman year of college. To get the
products he needs for his dorm room, he goes to a store that sells household goods such
as plastic containers, sheets, and towels. The store also sells items such as shampoo,
deodorant, and toothpaste. Aidan has most likely gone to a__________.
a. discount store
b. superstore
c. wholesaler
d. department store
e. warehouse club
The ability to customize services to match the specific needs of individual customers is
an advantage to service marketers as it enables them to offer standardized packages.
a. True
b. False
When a product tries to capitalize on the brand equity of two separate brands, marketers
are using .
a. licensing
b. dual-branding
c. partnerships
d. brand extension
e. co-branding
The primary value that a marketer expects to receive from a customer in an exchange
relationship is:
a. the price charged for the product.
b. customer satisfaction.
c. references to other potential customers.
d. quality merchandise that meets expectations. e. few returns of the merchandise
purchased.
Radio copy should consist of short, familiar terms.
a. True
b. False
Although difficult to measure, brand loyalty represents the value of a brand to an
organization.
a. True
b. False
Discuss some of the important ethical issues in marketing.
Discuss how interpersonal factors influence the business buying decision process.
Discuss the purpose of coupons in sales promotion.
How does marketing research differ when conducted in other countries?
In what ways can a nation restrict the flow of imported goods?
What are the four major types of business markets? Define each type.