The limitations in using publicity-based public relations tools stem primarily from the
fact that:
a. marketers alter the length of publicity releases.
b. publicity is never properly managed by media personnel.
c. media personnel consider only unfavorable messages as newsworthy.
d. it is time-consuming to convince media personnel that the information is
newsworthy.
e. media personnel control the content of the communication.
The use of darker colors in packaging design makes the package appear smaller to
consumers.
a. True
b. False
Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam’s
Club, an auto repair shop, and has a new tire installed. Ryan’s purchase of a new tire in
this situation is considered to be a(n)_____.
a. shopping good
b. convenience good
c. unsought good
d. specialty good
e. industrial good
Paper towels and trash-can bags are most likely to be distributed through:
a. selective distribution and multiple channels.
b. intensive and dual distribution.
c. intensive and strategic channel alliances.
d. exclusive and a single channel.
e. dual distribution and convenience channels.
Cigarette manufacturer Philip Morris uses the services of Universal Corporation, the
world’s largest buyer and processor of leaf tobacco, which provides financing for its
customers. This means that Universal is a ______–.
a. cash-and-carry wholesaler
b. general merchandise wholesaler
c. limited-service wholesaler
d. rack jobber
e. full-service wholesaler
Which of the following best defines attitude?
a. The objective and subjective product characteristics that are important to a buyer.
b. A set of actions that a person in a particular position is supposed to perform.
c. A competence in performing activities.
d. A sensation received through sight, taste, hearing, smell, and touch.
e. One’s evaluation, feelings, and behavioral tendencies toward an object or idea.
The Lazy-Boy Furniture Company collects information about a wide variety of
competitive, economic, political, legal and regulatory, technological, and sociocultural
forces that affect its marketing activities. This process is called:
a. environmental scanning.
b. survey of environment.
c. marketing.
d. environmental analysis.
e. marketing information processing.
Scenario 5.2
Use the following to answer the questions.
GE Transportation Corp produces locomotive engines for sale in countries around the
world. After looking at the total market for locomotive engines, the company found that
various rail lines wanted different types of engines. Major rail lines in the U.S. and
South America wanted engines to haul heavy freight. Rail lines in Sweden and
Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by
several Eastern European countries wanted locomotive engines for running short
distances between cities in their own country. GE Transportation is currently
manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9,
suited for shortline transport.
Suppose that GE Transportation decided to produce only locomotive engines for rail
lines in the United States. The segmentation variable then would be:
a. geographic location.
b. type of organization.
c. market density.
d. product use.
e. customer size.
Institutional markets include senior living centers.
a. True
b. False
Depending on the length of time it takes them to adopt a new product, people can be
divided into five major adopter categories: early adopters, early majority, late majority,
laggards, and ______.
a. late adopters
b. nonadopters
c. innovators
d. middle adopters
e. early innovators
The pricing strategy that assumes that demand is relatively inelastic over certain price
ranges is called:
a. price lining.
b. odd-even pricing.
c. price skimming.
d. prestige pricing.
e. customary pricing.
The five-stage business buying decision process is used primarily for routine, straight
rebuy purchases.
a. True
b. False
Marketing activities do not always result in exchanges.
a. True
b. False
Publicity is a subset or part of public relations.
a. True
b. False
Many well-known restaurants and corporations are changing to a completely
smoke-free environment, and fewer restaurants offer smoking and nonsmoking
sections. These firms are responding to changes in:
a. federal law.
b. cultural values.
c. demographics.
d. consumerism.
e. technological forces.
A firm can create desirable images and associations regarding its products by its choice
of color, design, shape, and texture.
a. True
b. False