Sales managers use sales reports, personal observations, and customer surveys to assess
the performance of sales force members.
A company that has no intermediary levels sells its products directly to its customers.
Intensive distribution occurs when only one intermediary is used by a producer to sell
all its products.
Pulsing, as an ad pattern, means scheduling ads evenly over a given time period.
Josie’s, a gift store with a presence in multiple nations, divides its markets into units of
nations, regions, and cities. This is an example of geographic segmentation.
When a manufacturer seeks a market for by-products and accepts a price that covers
more than the cost of storing and delivering those by-products, the manufacturer is able
to reduce the main product’s price to make it more competitive.
Xorbate Blue is a relatively new food supplement that provides both high immediate
satisfaction and high long-run benefits. Xorbate Blue is best classified as a salutary
product.
A horizontal marketing system can develop between a company and its competitor.
The blogosphere is cluttered and difficult to control.
While the societal marketing concept considers the future welfare of consumers and the
sustainable marketing concept considers future company needs, the strategic planning
concept considers both.
Companies selling perishable products generally prefer direct marketing, which
minimizes delays.
Salespeople represent customers to a company and represent a company to customers.
Freight-absorption pricing is used for market skimming and holding on to monopolistic
markets.
Though marketers may make long-term gains with high-pressure selling tactics, this
approach can do serious damage to short-term customer relationships.
What is the primary disadvantage of outdoor advertising?
A) It provides low flexibility.
B) It permits low repeat exposure.
C) It provides poor positional selectivity.
D) It provides little audience selectivity.
E) It has high message competition.
________ calls for “green marketing” programs that develop ecologically safer
products, recyclable and biodegradable packaging, and more energy-efficient
operations.
A) Pollution prevention
B) Pollution control
C) Consumerism
D) The marketing concept
E) The selling concept
________ involves combining two or more systems of transportation to move products.
A) Vertical transportation
B) Disintermediation
C) Just-in-time management
D) Vertical integration
E) Multimodal transportation
Which of the following is an example of a horizontal conflict in a distribution channel?
A) a Nike shoe dealer complaining that the shoes provided to the dealer are defective
B) a Ford car dealer complaining that another Ford dealer is underpricing the same
models
C) a FedEx agent complaining that a DHL agent is cutting off his business
D) a Walmart executive complaining to a Pepsi executive for not replenishing stocks on
time
E) a Gucci executive complaining to Gucci’s suppliers of delays in shipping
consignments
A customer who is both loyal and profitable is referred to as a ________.
A) barnacle
B) stranger
C) true believer
D) laggard
E) butterfly
Regardless of how companies go about pricing their products, their foreign prices
probably will be higher than their domestic prices for comparable products. This is
known as the ________ problem.
A) price escalation
B) demand escalation
C) inflation
D) skimming price
E) deflation
________ uses buyers’ perceptions of what a product is worth as the key to pricing.
A) Customer value-based pricing
B) Target return pricing
C) Cost-plus pricing
D) Psychological pricing
E) Competition-based pricing
________ pricing involves charging a constant low price with few or no temporary
price discounts.
A) High-low
B) Target return
C) Cost-plus
D) Everyday low
E) Market-skimming
________ refer to a form of product that consists of activities, benefits, or satisfactions
offered for sale that are essentially intangible.
A) Co-brands
B) Line extensions
C) Services
D) Pure products
E) Horizontal extensions
Business portfolio analysis is defined as the process in which management ________.
A) studies the products and strategies of competitors to improve the company’s own
products
B) analyzes consumer feedback in order to better position the company’s brand image
C) assesses the attractiveness of an SBU’s market and the strength of its position in the
market
D) segments the company’s markets to reach target consumers effectively
E) conducts marketing research to evaluate the company’s marketing strategy
Which of the following is true of a good marketing information system?
A) It focuses solely on maximizing the amount of data generated irrespective of
relevance.
B) It typically uses only external sources of data in marketing research.
C) It balances the information that a firm wishes to have with the information a firm
actually needs.
D) It goes out of its way to offer information about future plans of action that might not
be very feasible or cost-effective.
E) It eliminates the time-consuming task of assessing the information needs of a firm.
Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the
pet owners’ gender, occupation, income, and family life cycle. In this case, which of the
following variables has the company used for market segmentation?
A) geographic
B) psychographic
C) benefit
D) demographic
E) occasion
A ________ strategy involves a company spending a lot of money on advertising and
promotion to induce consumers into buying the product by creating a demand vacuum.
A) push
B) direct marketing
C) vertical integration
D) pull
E) publish-subscribe
The purpose of a quota is to ________.
A) protect local employment
B) provide competition to local industry
C) eliminate trade barriers between nations
D) increase the amount of foreign imports
E) increase the amount of foreign exchange
Glow, a gift card store, offers a price reduction to customers who buy Christmas cards
the week after Christmas. In this case, the store offers a ________.
A) functional discount
B) seasonal discount
C) promotional allowance
D) trade-in allowance
E) quantity discount
Which of the following is a form of online advertising?
A) direct mail
B) rich media ad
C) toll-free number
D) search-related ad
E) printed catalog
A company that uses telephone marketing to sell its products to customers is most likely
using the promotion tool of ________.
A) advertising
B) public relations
C) direct marketing
D) retailing
E) merchandising
Expanding a product line by adding more items within the present range of the line is
known as product line ________.
A) stretching
B) widening
C) strengthening
D) mixing
E) filling
How does a company determine its channel objectives? What factors influence the
channel objectives of a company?
What are the two different types of costs a company incurs? Explain with examples.
Discuss with an example how marketers have adapted to people’s changing views
toward nature.
What are personality traits, and how do they affect purchase behavior? Explain with an
example.
In the context of the selling process, what is closing? What are the various closing
techniques a salesperson can use?
Explain management contracting with an example. What are its advantages and
disadvantages?
What is a product? What are the three levels of a product?
Kawaii Electronics sells air conditioning systems for office buildings. The company’s
marketing department is currently structured as a functional organization. However,
Kawaii is considering changing the structure to either a product management or a
customer management organization. In a brief essay, describe each type of organization:
functional, product management, and customer management. What are the advantages
and/or disadvantages of each structure for Kawaii? Which structure do you recommend
for Kawaii? Why?
In the context of the business buying process, what is a buying center? Explain why it
presents a major marketing challenge.