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Sparkling Valley, a luxury resort, prices cottages facing the lake higher than cottages
that do not, even though the cottages and services offered are identical in every other
aspect. This form of pricing is called ________.
A) location-based pricing
B) time-based pricing
C) by-product pricing
D) seasonal pricing
E) captive product pricing
In which stage of the business buying process does a buyer ask users to rate their
satisfaction with the supplied materials?
A) problem recognition
B) performance review
C) supplier search
D) supplier selection
E) order-routine specification
________ help companies stock and move goods from their points of origin to their
destinations.
A) Retailers
B) Physical distribution firms
C) Marketing services agencies
D) Resellers
E) Suppliers
Though the ________ method of setting an advertising budget is simple to use and
helps management think about the relationships among promotion spending, selling
price, and profit per unit, it wrongly views sales as the cause of promotion rather than
the result.
A) percentage-of-sales
B) integrated
C) competitive-parity
D) objective-and-task
E) regression
One of the functions performed by a PR department is ________, which involves
working with donors or members of nonprofit organizations to gain financial or
volunteer support.
A) direct marketing
B) press relations management
C) investor relations management
D) development
E) lobbying
The societal marketing concept seeks to establish a balance between ________.
A) customer lifetime value and customer equity
B) an inside-out perspective and an outside-in perspective
C) consumer short-run wants and consumer long-run welfare
D) marketing mixes and market offerings
E) customer-driven marketing and customer-driving marketing
John Deere does very little promoting of its lawn mowers and garden tractors to final
consumers. Instead, John Deere's sales force works with Lowe's, Home Depot,
independent dealers, and other channel members, who in turn sell John Deere products
to final consumers. According to this information, which of the following promotion
mix strategies is being used by John Deere?
A) public relations strategy
B) direct marketing strategy
C) push strategy
D) blitz strategy
E) pull strategy
Foreign businesses in China appear to receive unusually close scrutiny and harsh
treatment from Chinese authorities, aimed at boosting the fortunes of local competitors.
This includes trade tariffs, quotas, restrictions, etc. This reflects that a country's
________ should be carefully considered before doing business in that country.
A) political-legal environment
B) industrial structure
C) cultural norms
D) natural resources
E) income distribution
30 Rock and BusinessWeek are both examples of ________-specific media within each
general media type.
A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia
Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy
truck industry. Although Reliable Tools only has 15 customers, the company is the sole
supplier of hub and axle components to those customers. Monthly sales at Reliable
Tools are approximately $1 million. "You might say we have all our eggs in one
basket," says owner Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but
large accounts. Ninety-five percent of Reliable Tools' customers are located in
Michigan, Ohio, and Indiana, which means that travel time to all customers is relatively
short. However, given the nature of the industry, time spent with each customer is
crucial.
How would a customer sales force structure benefit Reliable Tools?
A) It would eliminate the need for the company's salespeople to travel to meet
customers.
B) It would enable the company's salespeople to build close relationships with
customers.
C) It would help the company's salespeople become experts in the products they sell.
D) It would enable the company's management to cut training costs substantially.
E) It would make telemarketing irrelevant.
Monica Carey is a conscientious marketing manager. Sometimes it is unclear what
decisions to make when she and her staff are faced with moral dilemmas. To help them
handle such situations, Monica and other managers should create broad guidelines that
everyone in the organization must follow. Which of the following terms best describes
these guidelines?
A) corporate value statements
B) company mission statement
C) company vision statement
D) corporate marketing ethics policies
E) company financial statement
The customers of Parry's Hair Salon have noticed that the quality of a haircut depends
on who provides it as well as when, where, and how the service is provided. Which of
the following characteristics of service is evident in this instance?
A) service intangibility
B) service inseparability
C) service variability
D) service perishability
E) service distinction
At the most basic level of environmental sustainability, a company can practice
________.
A) pollution prevention
B) product stewardship
C) beyond greening activities
D) new clean technology
E) sustainability vision
Yummy Peanut Butter created a new coconut-flavored peanut butter that it tested in a
small number of representative cities. The company plans to use the results to forecast
national sales and profits. Which of the following did the firm use?
A) controlled test markets
B) simulated test markets
C) standard test markets
D) ambush marketing
E) affinity marketing
