Under the strategy of intensive distribution, the producer gives only a limited number of
dealers the exclusive right to distribute its products in their territories.
Large-scale advertising conveys a positive message about the seller’s size, popularity,
and success.
Service companies can differentiate their service delivery by having more able and
reliable customer-contact people.
Product quality is harder to define and judge than service quality.
For many companies, the package itself has become an important promotional medium.
Which of the following is a type of identity theft that uses deceptive e-mails and
fraudulent Web sites to fool consumers into revealing their personal data?
A) bait-and-switch
B) cyber spying
C) viral marketing
D) phishing
E) spam
A hybrid sales rep ________.
A) works exclusively from remote locations
B) is a modern cross between a field sales rep and an inside rep
C) rarely engages in face-to-face interactions with customers
D) performs sales audits
E) sets the sales objectives of companies
Proposals related to ________ include controlling the ingredients that go into certain
products and packaging as well as reducing the level of advertising “noise.”
A) the right to be informed
B) consumer protection
C) preserving the world for future consumption
D) the right to charge any price for the product
E) quality of life
________ are online journals where people post their thoughts, usually on a narrowly
defined topic.
A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories
Lovelies is the leading workout and fitness center for women. The regional chain of
gyms has traditionally catered to women forty and older who are interested in strength
and cardio-vascular training. Lovelies has recently begun promotions to bring younger
women into its gyms. This is an example of how the market leader ________.
A) competes with mature products
B) changes its product line
C) develops new rules
D) develops new users
E) increases competition
Taurus Automobile’s Arrow is the first mass-produced hybrid vehicle, known for its fuel
efficiency and environmental friendliness. The Arrow is most likely to become popular
in the ________ market.
A) SOHO
B) LOHAS
C) LGBT
D) business
E) Millennials’
Which of the following is true with regard to problems faced by international
researchers?
A) Translation of questionnaires increases research costs and risks of error.
B) Erratic purchasing patterns limit data reliability and validity.
C) More often than not, cultural differences enrich research findings.
D) Diverse markets always yield conflicting data.
E) The primary data obtained by international researchers are almost always error
prone.
Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products
to wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) advertising
Which of the following is LEAST relevant when a firm evaluates different market
segments?
A) segment size and growth
B) company resources
C) segment structural attractiveness
D) core competencies of competitors
E) company objectives
Primary data consist of ________.
A) data that does not age
B) data obtained from the public domain
C) information collected for the specific purpose at hand
D) information that already exists somewhere, having been collected for another
purpose
E) information that is the least expensive and the easiest to obtain
Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an
entity called Campbell Swire-to better distribute the company’s soups in China. This is
an example of ________.
A) licensing
B) contract manufacturing
C) management contracting
D) joint ownership
E) indirect exporting
The decision-making unit of a purchasing organization is called its ________.
A) value chain
B) buying center
C) customer support system
D) quality center
E) innovation center
Which of the following is one of the other stimuli present in a buyer’s environment
apart from a marketing stimuli?
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli
Which of the following is an advantage of using digital catalogs?
A) lists the phone numbers of interested prospects
B) coordinates with direct-response television ads
C) points customers to the nearest kiosk
D) eliminates printing and mailing costs
E) creates emotional contact with customers
Which of the following is a major form of direct-response television marketing?
A) telemarketing
B) interactive TV
C) social media
D) digital catalog
E) podcast
Giant Beanstalks is a company based in Maryland which processes and cans vegetables.
It has contracts with several large farms in Riverdale, 80 miles away from the factory,
that agree to sell their produce to Giant Beanstalks. The company’s products are
available to the public only through Greenleaf, a grocery chain with 38 stores in the
country.
Roland is the logistics manager of Giant Beanstalks. Which of the following is NOT an
area of responsibility for him?
A) the transportation of the canned vegetables to Greenleaf
B) the storage of the unprocessed vegetables
C) the advertising of the final product
D) product inventory-management
E) the packaging of the final product
________ refers to socially and environmentally responsible marketing that meets the
needs of consumers and businesses while also preserving or enhancing the ability of
future generations to meet their needs.
A) Ambush marketing
B) Evangelism marketing
C) Sustainable marketing
D) Database marketing
E) Affinity marketing
Product planners need to consider products and services on three levels. At the final
level, product planners must build ________.
A) an actual product
B) an augmented product
C) core customer value
D) a brand personality
E) a basic product
RegalResorts.com lets customers bid for vacation packages. It then awards the vacation
package to the highest bidder. Which of the following major online marketing domains
is evident here?
A) C-to-B
B) B-to-B
C) G-to-B
D) C-to-C
E) B-to-C
Explain the advantages of systems selling.
What should sellers consider if they wish to avoid marketing myopia?
Provide an example of how a marketer uses kiosk marketing.
Provide two reasons on why companies are shifting more of their marketing dollars to
online advertising.
What attracts shoppers to a power center?
Discuss the percentage of sales method used for setting the total budget for advertising.
What is the difference between marketing planning and marketing implementation?
How do merchant wholesalers and agents/brokers differ?
What is the follow-up step of the selling process? Why is it important?
A marketer has chosen a multiple-city test market. What can be concluded from this
choice of a multiple-city test market?