When certain consumer products are in high demand, producers might buy extra
materials and equipment and when demand subsides, producers will cut back on their
material purchases. This describes a(n)____ demand.
a. joint
b. inelastic
c. consumer
d. fluctuating
e. derived
Some of the criteria used in the evaluation of alternatives stage of the consumer buying
decision process are also used during the postpurchase evaluation stage.
a. True
b. False
When a single channel member manages an integrated marketing channel to achieve
low-cost, efficient distribution for satisfying target markets,___________exists.
a. a vertical marketing system
b. horizontal channel integration
c. channel power
d. channel cooperation
e. extensive distribution
Selective demand is demand for a:
a. general type of product.
b. particular brand.
c. new product.
d. competitor’s product.
e. service.
Compared with other types of retailers, department stores compete mainly on the basis
of:
a. customer services.
b. low prices.
c. a very deep assortment of a few specific products.
d. high sales volume.
e. catalog sales.
Consumer socialization is the process through which a person acquires the knowledge
and skills to function as a consumer.
a. True
b. False
Stores that are in a factory outlet mall, such as Ralph Lauren, Tommy Hilfiger, Clarks’
Shoes, and Samsonite Luggage are most appropriately classified as a(n)_________.
a. discounter
b. specialty retailer
c. off-price retailer
d. category killer
e. department store
Brand competitors market products with similar features, benefits, and prices to the
same customers.
a. True
b. False
Focus-group interviews are useful if the researcher is interested in observing group
interaction.
a. True
b. False
The major disadvantage of using price competition is that it takes a long time to
implement the changes in price.
a. True
b. False
The marketing plan of an organization is not made accessible or shared with all its key
employees.
a. True
b. False
After the target audience for an advertising campaign has been identified and analyzed,
marketers should then proceed by:
a. creating the advertising platform.
b. determining the financial resources available.
c. defining the advertising objectives.
d. developing a media plan.
e. creating an advertising message.
Three primary methods of collecting information for environmental scanning are:
a. marketing research, company records, and advance orders.
b. secondary sources, company records, and observation.
c. executive knowledge, media, and marketing research.
d. observation, secondary sources, and marketing research.
e. company database, executive knowledge, and research.
An activity and/or material which acts as a direct inducement, offering added value or
incentive to resellers, salespeople, or consumers is known as:
a. advertising.
b. personal selling.
c. public relations.
d. sales promotion.
e. packaging.
Social classes are referred to as open aggregates of individuals because people can
move into and out of them.
a. True
b. False
A group of managers has been assigned the task of developing a new product. The
group is now in the process of assessing several ideas to determine whether they are
consistent with the firm’s overall objectives and resources. The managers are at
the__________stage of the new-product development process.
a. business analysis
b. product testing
c. idea generation
d. commercialization
e. screening
In a buying center, purchasing agents or purchasing managers are also known as the:
a. gatekeepers.
b. purchase deciders.
c. buyers.
d. users.
e. influencers.