When a snow blower shop offers a price reduction to customers who buy during the
spring and summer, the shop is giving a(n) ________ discount.
A) functional
B) seasonal
C) annual
D) trade
E) allowance
Which of the following is an example of a not-for-profit organization that would use
marketing principles?
A) a fast-food restaurant
B) a manufacturer of bicycles
C) a software developer
D) Six Flags Amusement Park
E) the Red Cross
As part of her summer job, Martina was instructed to collect data from ten people to
determine how they felt about a number of political issues, including socialized
medicine, food stamps, and educational vouchers. She asked her father, grandfather,
mother, brother, two uncles, and four sorority sisters to answer the survey questions.
Marina used a ________ sample.
A) probability
B) convenience
C) stratified
D) systematic
E) simple random
Each member of a channel of distribution adds a ________ to create the price at which
they will sell the product.
A) break-even point
B) percentage of sales
C) list price
D) markup
E) contribution per unit
Chris just landed her dream job but realizes that her college wardrobe is not going to
work for her new professional position. In this situation, Chris has a(n) ________.
A) benefit
B) exchange
C) value
D) need
E) utility
Explain the three factors that typically influence the quality of research results and
discuss how researchers can ensure the quality of their data.
Marketers first identify consumer needs and then provide products that satisfy those
needs. This practice is referred to as ________.
A) the stakeholder orientation
B) the marketing concept
C) total quality management
D) the production orientation
E) the marketing mix
An alternative to a two-way stretch is ________, adding more items within the present
range of the line.
A) cobranding
B) family branding
C) a mixing strategy
D) a filling-out strategy
E) a contracting strategy
________ segmentation variables classify consumers on the basis of how they act
toward, feel about, or use a product.
A) Demographic
B) Behavioral
C) Geodemographic
D) Socioeconomic
E) Psychographic
Jack provides heating and air conditioning equipment for office buildings. He sells
________.
A) distributive goods
B) consumer services
C) consumer goods
D) industrial goods
E) intangible goods
Will has eight puppies. He is concerned his puppies may be infected with parvo, a
disease that is deadly in young dogs unless diagnosed and treated early. The cost of the
test to determine if a dog has parvo is $59. Unfortunately, Will cannot afford to have all
of his puppies tested. However, if one dog tests positive, then Will can assume that all
the puppies are infected. If the tested puppy is not infected, then Will can assume that
his puppies are healthy. The veterinarian has suggested that Will reach into the pen
where the dogs stay and pick up the first puppy that walks into his hand. What kind of
sampling technique is the vet suggesting Will use?
A) simple random sampling
B) cluster sampling
C) stratified sampling
D) systematic sampling
E) convenience sampling
As the salesperson entered the prospect’s office, the salesperson extended his hand and
said, “Your old college roommate Tiara Johns suggested I call on you.” This action
occurred in which stage of the creative selling process?
A) approach
B) prospect and qualify
C) preapproach
D) close
E) follow-up
A florist who decides to budget five percent of last year’s sales for promotional
activities is using which of the following budgeting techniques?
A) bottom-up
B) objective-task
C) competitive-parity
D) percentage-of-sales
E) push-pull
________ is the extent to which a new product is consistent with existing cultural
values, customs, and practices.
A) Compatibility
B) Complexity
C) Relative advantage
D) Comparability
E) Tangibility
The communication model acknowledges that messages can be blocked by ________,
which is anything that interferes with effective communication.
A) media
B) feedback
C) noise
D) encoding
E) decoding
Chewing gum is stocked in many outlets in the same market or community; in fact, it is
placed in as many outlets as possible. This is an example of ________ distribution.
A) exclusive
B) selective
C) dual
D) intensive
E) disintermediated
________ is the process of thinking strategically about the big picture and where the
firm and its products fit within it.
A) The marketing mix
B) Total quality management
C) Marketing planning
D) Customer relationship management
E) Value proposition creation
At a retail store, the display racks on which clothes are hung, the shelving, and the cash
registers are all examples of ________.
A) accessory equipment
B) shopping products
C) capital equipment
D) component parts
E) MRO products
________ is the category of B2B products that refers to the products an organization
uses in its daily operations.
A) Raw materials
B) Component parts
C) Equipment
D) Processed materials
E) MRO products
________ e-commerce is the online exchange between companies and individual
consumers.
A) B2B
B) B2C
C) P2P
D) C2C
E) C2B
Which of the following is true of Web 2.0?
A) It categorizes entries according to a strict taxonomy.
B) It gets updated constantly.
C) It is based on the open source model.
D) It is based on the wisdom of crowds model.
E) It improves as the number of users decreases.
Blogs, wikis, and virtual worlds are all examples of ________.
A) traditional media
B) social media
C) virtual worlds
D) review sites
E) geospatial platforms
Scanner data is an example of a ________ source of Big Data.
A) social media
B) partner database
C) commercial entity
D) government
E) corporate information technology
Which of the following prohibits door-to-door selling unless prior permission has been
granted by the household?
A) the National Do Not Call Registry
B) a Green River Ordinance
C) permission-based e-marketing
D) network marketing
E) a party plan system
________ is a term for men who are keenly interested in fashion, home design, gourmet
cooking, and personal care.
A) Tween
B) Buster
C) Metrosexual
D) Bachelor
E) Slacker
Which of the following statements about brand equity is NOT true?
A) Brand equity means a brand has customer loyalty.
B) Brand equity refers to the brand’s value to an organization.
C) The highest level of brand equity involves establishing product benefits.
D) Brand equity gives a firm the power to capture and hold onto a larger share of the
market and to sell at prices with higher profit margins.
E) Brand equity can provide a competitive advantage.
Which of the following statements about the steps in the target marketing process is
true?
A) The first step in the target marketing process is setting marketing objectives.
B) There are four steps in the target marketing process.
C) The second step in the target marketing process is the identification of all
segmentation variables.
D) The final step in the target marketing process is positioning.
E) The target marketing process is not related to positioning.
An avatar is a ________.
A) site that creates a connection between a consumer and a brand
B) mobile app with increasing popularity
C) type of geospatial platform
D) tweet of more than 140 characters
E) graphic representation of a user
IBM manager Celia Moore coordinates IBM’s long-standing “Reinventing Education”
program that involves intensive research into how educational institutions can use the
fruits of new technologies to transform what they do. In the process, the program is
actually helping to shape a market of significant interest to IBM. “We see the program
very much as an investment, rather than handing out money,” says Moore. The
existence of this program indicates that IBM has a(n) ________ orientation.
A) environmental
B) financial bottom line
C) selling
D) production
E) triple-bottom-line
Voice-over internet protocol (VoIP) systems enable salespeople to ________.
A) access data from key partners
B) deliver text messages to key customers through a short-messaging system
C) track all aspects of customer interaction
D) avoid the capital outlay of a CRM system
E) make and receive phone calls anywhere just as though they were in the office
Which of the following is a service industry in the United States that is likely to see
growth due primarily to demographic changes?
A) living assistance for seniors
B) babysitting services for baby boomers
C) health services for medical tourists
D) technology consulting for businesses
E) database services for businesses