A television advertisement that transmits several types of audio messages and visual
materials may be ineffective.
a. True
b. False
When DataComp Corp., a producer of software, delayed the introduction of its new
spreadsheet app to modify the package, its scheduled TV advertisements announcing
the new product needed to be revised. In this case, a change in the variable caused
changes in the variable of the marketing mix.
a. distribution; promotion
b. distribution; product
c. product; price
d. product; promotion
e. promotion; price
Self-service, general-merchandise outlets that regularly offer brand-name and
private-brand products at low prices are known as _____.
a. discount stores
b. warehouse showrooms
c. catalog showrooms
d. superstores
e. specialty retailers
After several children fell ill while playing with toys imported from outside the U.S.,
medical researchers found several illegal chemicals, including lead in the paint. These
toys were sold primarily through websites on the
Internet. Which of the following agencies would most likely have jurisdiction over the
problem with lead in the paint of children’s toys?
a. Consumer Product Safety Commission
b. Children’s Online Protection Act
c. Food and Drug Administration
d. Environmental Protection Agency
e. National Advertising Review Board
A distributor of plumbing supplies purchases a desktop computer to aid in inventory
control. This computer is an example of .
a. raw materials
b. installations
c. accessory equipment
d. component parts
e. process materials
Max is the product manager for a new type of lumbar supports used in the production of
office chairs. His company sells the lumbar supports to approximately 70 different chair
manufacturers. The price for this new
product still needs to be finalized. Max has decided to take the data recently collected in
a marketing research study and apply it to different pricing scenarios in order to set the
best price for his company. He will be utilizing
computer software to obtain results from the various scenarios. Max is most likely
using a .
a. database
b. marketing research system
c. marketing information system
d. marketing decision support system
e. single-source system
International marketing is defined as marketing activities performed across national
boundaries.
a. True
b. False
Henderson Synthetics is a producer of chemical products aimed at increasing
agricultural yield per acre. Henderson Synthetics’ management believes that several of
the firm’s products could have sizable markets in other countries; however, it is costly
to obtain market research to confirm this. If Henderson Synthetics wanted to
temporarily ‘œtry out’ these international markets with a minimal level of commitment
and cost, it should use .
a. contract manufacturing
b. export intermediaries
c. joint ventures
d. direct ownership
e. subsidiaries
After compiling a list of potential customers, a salesperson must:
a. evaluate whether each prospect is able, willing, and authorized to buy the product.
b. determine whether or not each prospect is really in his target market.
c. find and analyze information about each prospect’s specific needs and current brand
choices.
d. develop a presentation for each of the potential customers on his list.
e. contact each of the prospects to get an initial feel for how likely they are to purchase
his products.
Andrea owns and operates a small novelty store that sells home décor, gifts, jewelry,
and gourmet snacks. Because
her business is very small, many wholesalers do not deal with her, therefore she relies
primarily on__________survival of her business.
a. drop shippers
b. truck wholesalers
c. rack jobbers
d. specialty-line wholesalers
e. cash-and-carry wholesalers
Of the three types of business purchases, the straight rebuy purchase usually requires
the most information.
a. True
b. False
Hickory Village Shopping Center has two department stores and some specialty and
convenience stores. It serves a large geographic area and holds special events to
stimulate consumer traffic. Hickory is a__________center.
a. community
b. regional
c. nontraditional
d. neighborhood
e. power
In the idea generation phase of the new-product development process, sales personnel
constitute an external source for new product ideas.
a. True
b. False