The manager of Mega Market, an online store, is interested in asking consumers what
they think about the store’s new web page and expanded product selection. If the
manager would like to obtain a high response rate while avoiding interviewers’ travel
expenses and have the study conducted as quickly as possible, which data collection
method should be recommended?
a. Mail survey
b. Direct observation of consumers in the store
c. Telephone survey
d. Focus-group interview
e. Shopping mall intercept interview
The concentrated targeting strategy is one in which an organization directs its marketing
efforts toward a single market segment through one marketing mix.
a. True
b. False
Luke is a transportation coordinator for Volkswagen of North America. In order to
move a large order of vehicles from a plant in Germany to Chicago, he is planning to
use both waterways and railroads. The combining and coordinating of these two modes
of transportation in order to take advantage of benefits offered by each of the different
types of carriers is known as:
a. intermodal transportation.
b. transportation piggybacking.
c. containerized movement.
d. efficiency transportation
e. freight forwarding.
Hunt’s decided to put a much larger share of its promotion budget into__________be
placing on coupons in the second quarter.
a. advertising
b. sales promotion
c. public relations
d. telemarketing
e. personal selling
Which of the following statements regarding social class is true?
a. Within a social class, income remains the same among all members.
b. The criteria used to group people into social classes’ remains the same in all societies.
c. A social class is an open aggregate of people with similar social ranking.
d. A social class has no influence on people’s saving and credit practices.
e. Within a social class, spending habits remain the same among all members.
Jason owns a small landscaping business called Green Scopes. When buying a new
pickup truck for his landscaping business, Jason negotiated with Michael Keith, a
dealer, with the agreement that Green Scopes would be the service company Michael
Keith uses for all of its landscaping needs. This is an example of:
a. a new task purchase.
b. a straight rebuy.
c. a modified rebuy.
d. reciprocity.
e. a straight purchase.
Which of the following best characterizes the function of recruiting and selecting a
sales force?
a. It should be a continuous, systematic attempt to match applicants’ characteristics to
the firm’s needs.
b. It is a process that should incorporate at least two steps, an interview and a written
application.
c. Sources of applicants should be limited, since the recruitment process is expensive
and more applicants mean greater expense.
d. After interviewing applicants, the manager should attempt to find a position that can
be tailored to fit applicants’ qualifications.
e. It should not be made from personnel in other departments in the firm, as this would
necessitate training two people rather than one.
An attitude consists of one’s evaluation feelings and behavioral tendencies toward an
object or idea.
a. True
b. False
Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a
customer because it is often viewed as reliable and of an acceptable quality.
a. True
b. False
Wealth is an accumulation of past income, natural, and financial resources.
a. True
b. False
During the commercialization phase of the new-product development process, plans for
full-scale manufacturing and marketing are refined and settled.
a. True
b. False
Which pricing objective de-emphasizes price and can lead to a climate of non-price
competition in an industry?
a. Status quo
b. Return on investment
c. Market share
d. Survival
e. Cash flow
Victor thinks that a Lexus coupe is a quality vehicle. Yet compared to a Mercedes Benz,
he feels the quality of aLexus is not as high. This demonstrates that the dimension
of_____________is relative or difficult to describe without a basis of comparison.
a. consistency of quality
b. level of quality
c. product differentiation
d. quality rollout
e. product positioning is relative or difficult to describe without a
Digital marketing is a term used for any electronic media that functions using digital
codes. a. True
b. False
Ad agencies work jointly with their client firms to develop the ad campaigns.
a. True
b. False
Claire Nevsky is in charge of advertising for her company and has produced a
30-second television spot to promote one of the company’s new products. One of her
assistants just out of college believes that the commercial has too much visual and
audio information packed into such a small amount of time. The assistant is specifically
concerned about limits in the receiver’s:
a. noise.
b. coding process.
c. encoding.
d. channel capacity.
e. feedback.
A person can be a member of only one subculture.
a. True
b. False
After the advertising budget is determined, the next step in creating an advertising
campaign is:
a. creating the advertising message.
b. creating the advertising platform.
c. evaluating the advertising objectives.
d. executing the campaign.
e. developing the media plan.
A chips manufacturer introduces a new, largerÂsized can of potato chips using the
words ‘œnew size’ on the label.
However, the can is larger while the contents are slightly smaller than the original sizes.
The correct weight is printed on the can. In this case, a ethical issue exists.
a. decision-making
b. promotion-related
c. product-related
d. pricing-related
e. distribution-related