E-tailers, such as Amazon.com and Expedia.com, that sell products and services
directly to final buyers exclusively over the Internet are known as ________.
A) brick-and-mortar companies
B) click-and-mortar companies
C) buy-here pay-here companies
D) click-only companies
E) shell companies
Press conferences, speeches, store openings, special events, newsletters, and store
magazines are examples of ________ activities used by retailers to promote themselves.
A) public relations
B) sales promotions
C) personal selling
D) affinity marketing
E) social marketing
Which promotional tool is the most immediate, customized, and interactive?
A) segmented advertising
B) sales promotion
C) direct marketing
D) horizontal diversification
E) public relations
Paul Robinson has identified a group of potential customers who seem to respond in a
similar way to a series of magazine and radio advertisements for his company’s product.
Paul has identified a(n) ________.
A) target market
B) market segment
C) niche market
D) product attribute
E) product design
Which of the following companies uses product bundle pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own, expensive,
batteries
B) Tune Zone, which launched a range of mp3 player models, each priced according to
its features
C) Penguin’s Parlor, which offers customers a 20% discount on their birthdays
D) Green Thumb, which gives away free watering cans with the purchase of certain
potted plants
E) Panizza, whose combo meals are priced lower than its individual components sold
together
An IKEA ad shows consumers creating fanciful room designs with IKEA furniture,
such as “a bedroom for a queen made by Bree and her sister, designed by IKEA.”
Which of the following message execution styles is illustrated in this example?
A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol
Which of the following is an element of the marketing mix?
A) place
B) education
C) needs
D) wants
E) esteem
Right after closing, Joshua, a senior sales manager at Halcyon Technologies called up
the customer to ensure that she was satisfied with Halcyon’s products. By calling the
customer, Joshua also wanted to ensure repeat business. In this instance, Joshua is in the
________ stage of the selling process.
A) follow-up
B) handling objections
C) preapproach
D) closing
E) prospecting
Laws are passed to define and prevent unfair competition primarily because ________.
A) business executives tend to favor pure monopolies
B) businesses sometimes try to neutralize threatening firms
C) governments in free market economies tend to nationalize ailing firms
D) private lobbying hurts the interests of national and state governments
E) most MNEs in advanced economies are averse to invest in emerging markets
Which type of store is much larger than regular supermarkets and offers a large
assortment of routinely purchased food products, nonfood items, and services?
A) off-price retailer
B) specialty store
C) factory outlet
D) superstore
E) convenience store