Mass selling and sales promotion dominate the promotion blends of consumer products
firms in the market maturity stage.
Answer:
In the United States, the West and the South are growing faster than the Northeast and
the North Central areas.
Answer:
Market research online communities are one-time events.
Answer:
A target market consists of a group of consumers who are usually quite different.
Answer:
Word-of-mouth publicity from opinion leaders can be favorable or unfavorable.
Answer:
It makes sense for a manager to use leader pricing on a product only if consumers are
unlikely to be aware of the normal price.
Answer:
The Internet is making it possible for firms to reach customers that were impossible to
reach before.
Answer:
The demand for business products derives from the demand for final consumer
products.
Answer:
While face-to-face with prospects, a salesperson can adjust what he or she says or does
to take into consideration culture and other behavioral influences.
Answer:
Even with specialized media, consumers may selectively tune out ads that don’t interest
them.
Answer:
Business customers are sometimes less price sensitive if there are switching costs.
Answer:
In customer-initiated interactive communication, marketers must stand up and grab
attention in order to be selected by the customer.
Answer:
The informing objective in Promotion is simply a matter of educating the consumer
about the firm’s product.
Answer:
Marketing is basically selling and advertising.
Answer:
A good or service that doesn’t meet a consumer’s needs results in low customer value.
Answer:
The marketing strategy planning process starts with a narrow look at a market, and
becomes broader the closer the firm comes to developing a marketing mix.
Answer:
One weakness of telephone interviews is that they do not allow an interviewer to probe
and really learn what the respondent is thinking.
Answer:
Effective marketing in an advanced economy is difficult because producers and
consumers are often separated in several ways.
Answer:
For different people, the same product might be a convenience product, a shopping
product, or a specialty product.
Answer:
A marketing information system (MIS) is an organized way of continually gathering,
accessing, and analyzing information that marketing managers need to make ongoing
decisions.
Answer:
Use of the scientific method in marketing research forces researchers to use an
inflexible process.
Answer:
Firms that use direct distribution can usually adjust their marketing mixes faster than
firms that use indirect distribution.
Answer:
The direct type of competitive advertising tries to obtain immediate buying action.
Answer:
The Consumer Product Safety Act provides for the creation of safety standards but has
no power to set penalties for failure to meet these standards.
Answer:
Organizational buyers are also referred to as industrial or intermediate buyers.
Answer:
Average-cost pricing consists of adding a 20 percent markup to the average cost of an
item.
Answer:
Advertising is probably the most criticized of all micro-marketing activities.
Answer:
Advertising objectives should be very specific, even more specific than personal selling
objectives.
Answer:
A distribution center is a special kind of warehouse designed to perform regrouping
activities.
Answer:
Personal selling is important for new unsought products, but it tends not to be important
for regularly unsought products.
Answer:
When a retailer advertises a ‘special 24-hour sale on GE brand air conditioners,” direct
competitive advertising is being used.
Answer:
Mass-merchandisers have proved to be effective competitors in taking away department
store customers.
Answer:
When introducing a really new product, the marketer should be concerned about
building channels of distribution, but not about promotion.
Answer:
Most economists assume that consumers are “economic buyers” who logically evaluate
choices to get the greatest satisfaction from spending their time and money.
Answer:
Noncumulative quantity discounts are intended to encourage customers to make more
of their on-going purchases from the same seller.
Answer:
Regarding gross domestic product (GDP) and gross national income (GNI):
A. GDP income measures can give the impression that people in less-developed nations
have more income than they really do.
B. GDP includes foreign income earned in a country, but GNI does not.
C. Both GDP and GNI are widely used measures of national income.
D. GDP and GNI are highest in the more developed industrial nations.
E. All of these alternatives are true.
Answer:
Regarding the government market,
A. sales reps generally do not (and should not) write the specifications for government
business.
B. government is the largest customer group in the United States-spending about 30
percent of GDP.
C. governments buy a lot, but only of certain products and can be safely ignored by
most producers.
D. competitive bids are uncommon because of mandatory bidding procedures.
E. All of these alternatives are true.
Answer:
Advertising on the Internet:
A. is growing as people spend more time online and less time watching TV and reading
newspapers and magazines.
B. takes a variety of forms, such as banners and pop-ups.
C. may be annoying to consumers if it interferes with what they want to do on the
Internet.
D. is usually aimed at getting consumers to click through to the advertiser’s website.
E. All of these alternatives are correct.
Answer:
Some manufacturers give ______________ to retailers to pass on to the retailers’
salesclerks to encourage aggressive selling of specific items or lines.
A. advertising allowances
B. cash discounts
C. slotting allowances
D. “push money”
E. quantity discounts
Answer:
Each of the following types of businesses could most likely be part of both the supply
chain and the distribution channel for a cosmetics retailer EXCEPT:
A. A warehouse that stores finished cosmetic products before shipping
B. A storage company that coordinates both storage and transport
C. A research and development firm focused on cosmetics testing
D. An air freight company that transports the cosmetic line overseas
E. A ground parcel service that ships wholesale orders to retail stores
Answer:
Unilever is introducing a new brand of car window cleaner in market maturity. To speed
its entry into the market-without encouraging price competition-Unilever should use:
A. a flexible-price policy.
B. a one-price policy.
C. a penetration pricing policy.
D. introductory price dealing.
E. a skimming pricing policy.
Answer:
USA.gov is a:
A. central source that provides marketers key information related to business of
government agencies.
B. platform exclusively designed to compare the revenue system of the United States
with other countries.
C. portal providing information on the prices of luxury goods in the U.S. market.
D. website maintained exclusively to provide organizational buyers a forum to voice
their concerns about suppliers.
E. platform that provides information on the prices of essential goods in the U.S.
market.
Answer:
A firm’s annual sales meeting
A. is a type of external marketing effort.
B. is basically a variation on the pulling approach.
C. is a type of internal marketing effort which is a variation on the pushing approach.
D. is a method of promotion implemented where the employees’ effort is an expendable
part of the product.
E. is a type of internal marketing effort which is a combination of both the pushing and
pulling approach.
Answer:
Which of the following statements about advertising on the Internet is(are) true?
A. When a website sets fees based on actual sales, it is setting fees in the same manner
as traditional media.
B. Most Internet ads seek a delayed response.
C. As with traditional media, getting lots of exposure is all that matters.
D. Most ads try to get advertisers to click-through to the firm’s website.
E. None of these statements is true.
Answer:
____________ advertising tries to develop primary demand for a product category
rather than demand for a specific brand.
A. Reminder
B. Institutional
C. Pioneering
D. Competitive
E. Comparative
Answer:
GE’s Planning Grid approach to evaluating proposed and existing plans and businesses:
A. considers how profitable opportunities are likely to be.
B. reflects the corporation’s objectives.
C. helps managers see why some ideas are supported and others are not.
D. can use quantitative data but it is basically a qualitative approach.
E. All of these alternatives about GE’s Planning Grid are true.
Answer:
An ROI estimate is needed during the ______________ step of the new-product
development process.
A. commercialization
B. development
C. idea evaluation
D. screening
E. All of these steps need an ROI estimate.
Answer:
Marketing managers want market segments to have each of the following
characteristics EXCEPT:
A. As similar as possible within segments.
B. As different as possible between segments.
C. As numerous as possible.
D. Useful for identifying marketing mix variables.
E. Large enough to be profitable.
Answer:
“Place” is concerned with:
A. getting the product to its intended market.
B. intermediaries located between producers and consumers.
C. where, when, and by whom goods are offered for sale.
D. when and where products are wanted.
E. all of these might be involved with Place.
Answer:
Which of the following descriptions of the three basic sales tasks is CORRECT?
A. ORDER-TAKING: various activities aimed at getting sales in the long run.
B. SUPPORTING: routine completion of sales made regularly to target customers.
C. ORDER-GETTING: seeking possible buyers with a well-organized sales
presentation designed to sell a good, service, or idea.
D. None of these descriptions is correct.
Answer:
The early majority group
A. tends to have the greatest contact with salespeople.
B. tends to cling to the status quo and think it’s the safe way.
C. prefers to do things the way they have been done in the past and are very suspicious
of new ideas.
D. tends to avoid risk and waits to consider a new idea after many early adopters have
tried it-and liked it.
E. can help the promotion effort by spreading word-of-mouth information and advice
among other consumers.
Answer:
Damage control is important for marketers because:
A. the Internet limits the rights of people to share their opinions about a product or
service with a large audience.
B. many consumers share opinions about their good and bad experiences with a product
or service.
C. consumers are more likely to share stories about being satisfied than dissatisfied.
D. recommendations from friends and family have no effect on consumers’ purchase
choices.
E. car wrecks can be caused by shopping while driving.
Answer:
Order taking involves:
A. establishing relationships with new customers and developing new business.
B. selling to new customers.
C. seeking possible buyers with a well-organized sales presentation designed to sell a
good, service, or idea.
D. enhancing the relationship with the customer and getting sales in the long run.
E. routinely completing sales made regularly to target customers.
Answer:
A college “marketing club” printed 1,000 “We’re Number 1” bumper stickers for sale at
$3.00 each as a fund-raiser. Its fixed costs were $500, and the variable cost for each
sticker was $.50. The club’s average cost per unit was:
A. $2.00.
B. $2.50.
C. $0.50.
D. $1.00.
E. There is not enough information to tell.
Answer:
The Consumer Product Safety Commission is responsible for:
A. developing and enforcing safety standards for bicycles.
B. developing and enforcing environmental protection standards.
C. preventing the distribution and sale of adulterated or misbranded foods, drugs, and
cosmetics.
D. None of these is correct.
Answer:
A person who purchases flowers will select different floral arrangements for a
retirement party, a funeral, and a Valentine’s Day date. This illustrates the impact of
_____ on purchase decisions.
A. economic needs
B. psychological variables
C. social influences
D. the purchase situation
E. extensive problem solving
Answer:
Which of the following is NOT true about the relation between promotion blends and
the promotion target?
A. Pushing in the channel means using normal promotion to intermediaries.
B. Service-oriented companies often try to design ads targeted at customers that also
communicate to their own employees.
C. Promotion to intermediaries emphasizes personal selling.
D. Pushing within the firm involves promotion to employees, especially salespeople.
E. All of these alternatives are true.
Answer:
Which of the following statements about operational decisions is FALSE?
A. They help to carry out a marketing strategy.
B. They are short-run decisions.
C. They are part of the implementation process.
D. They usually require ongoing changes in the basic strategy to be effective.
Answer:
Managers satisfied with their current market share and profits sometimes adopt what
can be termed as “don’t-rock-the-pricing-boat objectives.” These are also referred to as
A. market share maximization objectives.
B. profit maximization objectives.
C. status quo objectives.
D. sales-oriented objectives.
E. target return objectives.
Answer:
Order getters
A. are concerned with establishing relationships with new customers and developing
new business.
B. sell to the regular or established customers, complete most sales transactions, and
maintain relationships with their customers.
C. usually handle all adjustments or complaints.
D. routinely complete sales made regularly to target customers.
E. are usually responsible for answering any final questions and completing the sale.
Answer:
According to your text, critics of advertising
A. argue that it lowers consumer prices-and thus results in “less than satisfactory”
profits for firms.
B. often overrate the positive effect that monopolistic competition can have on the
economy.
C. who think that a lot of advertising is annoying simply don’t know what they’re
talking about.
D. claim that firms use clever ads to persuade consumers to buy whatever the firms
want to sell.
E. base their evaluation on fears that advertising increases economies of scale.
Answer:
The “total cost approach” to physical distribution management:
A. seeks to eliminate the storing function.
B. seeks to minimize the cost of transportation.
C. might suggest a high-cost transporting mode if storing costs could be reduced
enough to lower total distribution costs.
D. ignores inventory carrying costs.
E. All of these alternatives for the “total cost approach” are correct.
Answer:
Which of the following is the BEST example of a “generic market?”
A. The senior citizen recreation market
B. The designer shoes market
C. The frozen yogurt market
D. The transportation market
E. The Hispanic-American market
Answer:
Personal selling is extremely important for sellers of:
A. specialty products.
B. regularly unsought products.
C. heterogeneous shopping products.
D. new unsought products.
E. homogeneous shopping products.
Answer:
When an individual initiates the communication process by searching for information
about a business, which of the following search tools is he or she most likely to use?
A. Newspaper advertisement
B. Television advertisement
C. Business newsletter
D. Internet
E. Billboard advertisement
Answer:
When customers have questions about a product they’ve purchased, or problems using
it, they can go online to the company’s website to search for answers or interact with
others with a similar problem. This is an example of:
A. Order-taking
B. Prospecting with a CRM database
C. Searching a community support forum
D. Order-getting
E. Accessing customer service
Answer:
Consumer product classes are based on
A. the level of derived demand.
B. how consumers think about products.
C. what types of business products were used to produce them.
D. how consumers will use the products.
E. how new and innovative the products are.
Answer:
The part of the relevant population that is surveyed by a researcher is called the:
A. representative group.
B. focal group.
C. target population.
D. sample.
E. research group.
Answer: