________ is a measure of how attentively audiences read, watch, or listen to a
particular medium.
A. Media reach
B. Media impact
C. Media engagement
D. Media efficiency
E. Impression
________ refers to the storage of goods awaiting transport or shipping.
A. Produce
B. Inventory
C. Distribution
D. Bulk
E. Supply
A buyer with a neutral response to a purchase is best described as which of the
following?
A) loyal
A. B) switchable
B. C) dissatisfied
C. D) unprofitable
D. E) product champion
An intermediary who ________ has purchased the goods being handled.
A. breaks bulk
B. takes title
C. creates assortments
D. takes consignments
E. selectively distributes
Percy Original caters to a market of individuals and households that are the end users of
the company’s products and services. Percy Original caters to a ________ market.
A. business
B. reseller
C. government
D. consumer
E. private
Business-to-consumer companies are more likely to emphasize a(n) ________ strategy,
while business-to-business companies are more likely to emphasize a(n) ________
strategy.
A. pull; push
B. push; pull
C. pulse; pull
D. integrated communication; targeted communication
E. targeted communication; integrated communication
Economies are typically classified by the country’s ________.
A. gross domestic product (GDP)
B. purchasing power parity (PPP)
C. non-tariff barriers (NTBs)
D. privatization
E. nationalization
Brand equity reflects the value ________ attach to the promise of the brand.
A. competitors
B. marketers
C. consumers
D. partners
E. managers
Marketing-mix models came into popular use as a result of the ________.
A. switch to the 4 Cs view of the marketing mix
B. switch to the 7 Ps view of the marketing mix
C. widespread availability of scanner data
D. increased use of digital marketing
E. increased use of one-to-one marketing
In a basic SWOT analysis, the “S” stands for ________.
A. situation
B. solutions
C. satisfactions
D. strengths
E. strategy
________ is information collected for the purpose of addressing a current research
question.
A. Primary data
B. Secondary data
C. Syndicated research
D. Exploratory research
E. Explanatory data
Which of the following is a true statement about advertising?
A. For most organizations, advertising is one of the smallest marketing expenditures.
B. The most important measure of advertising is its entertainment value.
C. Informing consumers about a brand is typically a short-term advertising effort.
D. The construction of an advertising campaign should be guided by communication
objectives.
E. Call-to-action advertising asks for a long-term response from consumers.
Which of the following factors would most likely push a company to decide NOT to
pursue a global marketing strategy?
A. The company’s home market is stagnant.
B. The company would have to redesign its products.
C. The company needs to counterattack international competitors in its home markets.
D. Foreign markets present higher profit opportunities.
E. Global competitors have offered similar products.
Customers, employees, suppliers, government officials, community members, and
industry groups are all examples of a company’s ________.
A. publics
B. shareholders
C. markets
D. sponsors
E. consumers
Which of the following is a decision process people and businesses use to manage
systems to achieve an objective?
A. SWOT analysis
B. business planning
C. ROMI
D. the balanced scorecard
E. the BCG matrix
According to your textbook, the initial layer of a brand represents ________.
A. values
B. benefits
C. attitudes
D. tangible features
E. intangible features
Think Ink is a growing company that sells a variety of inks for home and business
printers. Management at Think Ink has decided to open a sales branch overseas to
handle sales and distribution abroad. Think Ink is engaging in ________.
A. indirect exporting
B. direct exporting
C. licensing
D. joint ownership
E. management contracting
A ________ is the result of a back-and-forth discussion between a buyer and seller
about the final price of a product or service.
A. request for quote
B. competitive bid
C. price quote
D. negotiated price
E. loss-leader price
A ________ brings buyers and sellers together and assists in negotiations.
A. jobber
B. merchandise broker
C. retailer
D. mail-order wholesaler
E. drop shipper
The sales force of Conway Pools has identified a number of prospects. Which of the
following will most likely occur next?
A. The outside sales force will call on all prospects.
B. The outside sales force will close the deal with one of the prospects.
C. The outside sales force will learn as much as possible about the prospects.
D. The inside sales force will attend meetings with qualified prospects.
E. The inside sales force will put together a presentation for the prospects.
________ are typically bound by tradition and are the last to adopt an innovation.
A. Innovators
B. Early majority adopters
C. Late majority adopters
D. Laggards
E. Impulse buyers
Consumer and business marketers use many of the same variables to segment markets.
Business marketers use all of the following EXCEPT ________.
A. operating characteristics
B. purchasing approaches
C. situational factors
D. personal characteristics
E. brand personalities
According to the text, current marketing practice is mainly ________.
A. technological
B. partnership-based
C. transactional
D. relational
E. logistical
A business using a relationship orientation focuses on creating value-added
relationships with ________.
A) consumers only
B) suppliers only
C) government agencies only
D) consumers and government agencies
E) consumers and suppliers
Which of the following is most characteristic of a post-industrial economy?
A. Service and information sectors are the primary sources of economic growth.
B. The market for consumer goods present little growth potential.
C. The nation has an economy based on agriculture.
D. Many people rely on bartering for basic goods and services.
E. The country has an economy based on exporting raw materials.
A(n) ________ is a system in which products and services flow from businesses to
consumers while payment flows from consumers to businesses.
A. marketplace
B. brand valuation
C. brand strategy
D. channel
E. category
Carls Jr. came out with a new hamburger and released it in two different cities with two
different price points. Marketers at Carls Jr. then analyzed the different levels of
purchase made at the two different price points, planning on using the information to
help them set a nationwide price for the new offering. This is an example of ________.
A. observational research
B. behavioral research
C. qualitative research
D. explanatory research
E. survey research
Which of the following best describes how a company should use a business plan?
A. A company should create its business plan by the end of its first year in business.
B. A company should have a business plan in place from the start.
C. Once in place, the business plan should be revised every month.
D. Consistent internal conditions should lead management to keep the same business
plan.
E. Changing external conditions should not lead management to create a new business
plan.
Which of the following is the best example of trended data?
A. responses from surveys about current fashions and fads collected from 100 teenagers
over the period of a weekend
B. responses from surveys about packaged goods brand attributes collected every six
months from the same set of 100 parents ages 29-39
C. telephone responses from a direct response television ad aired on different channels
at different times over the course of a month
D. comparisons of competitors’ sales performance in a single business quarter
E. interview responses that have been adjusted to compensate for bias from the
interviewers
Joy recently tried Green Day’s new organic cleaning product and has been so pleased
with the results that she has purchased the same item again, along with other cleaning
products from the company. Joy has also talked about Green Day’s cleaning products
with her friends, encouraging them to try the products for their effectiveness and great
scent. Joy is best described as a ________ customer.
A. dissatisfied
B. defecting
C. product champion
D. switchable
E. satisfied
Advertising copy tests, brand health tracking studies, and return on marketing
investment models are all examples of ________.
A. brand awareness measurements
B. marketing measurement tools
C. advertising report card categories
D. balanced report card categories
E. types of customer surveys
Which of the following is an example of a complete business-to-business channel?
A. producer to retailer to consumer
B. producer to wholesaler to retailer to consumer
C. producer to agent
D. producer to facilitator
E. producer to dealer to customer
A buyer with a ________ response to a purchase has reached the baseline level of
satisfaction.
A. negative
B. defective
C. positive
D. delighted
E. neutral
The step that follows preapproach in the personal selling process is ________.
A. sales presentation
B. close the sale
C. overcome objections
D. prospecting
E. approach