Using current sales as a predictor, which of the following products would likely be most
effectively sold using direct selling?
A) women’s shoes
B) cleaning products
C) baby furniture
D) automobiles
E) pet food
Which of the following is NOT a step in the hierarchy of effects?
A) create awareness
B) inform the market
C) create demand
D) create desire
E) build loyalty
________ is a decision process in which marketing managers determine the strategies
that will help the firm meet its long-term objectives and then execute those strategies
using the tools they have at their disposal.
A) Total quality management
B) Sustainability
C) Return on investment
D) Marketing
E) The open source model
Which of the following statements about the adopter categories is true?
A) More than 50 percent of the population is classified as late majority adopters.
B) Early adopters are risk averse.
C) Early majority adopters are typically middle class and like to buy established
products.
D) Innovators are a much larger group than laggards.
E) Late majority adopters are typically unconcerned about social acceptance.
According to the communication model, ________ is the process of translating an idea
into a form of communication that will convey the desired meaning.
A) sourcing
B) messaging
C) encoding
D) signifying
E) sending
In the ________ stage of market planning, marketers must determine how they want
consumers to think of their product in comparison to competing products.
A) develop a mission statement
B) perform a situation analysis
C) develop marketing strategies
D) develop distribution strategies
E) implement the plan
A person’s ________ is composed of a mixture of his beliefs about his abilities and
observations of his own behavior and feelings (both positive and negative).
A) personality
B) self-concept
C) lifestyle
D) attitude
E) cognition
To determine the best price for a first edition copy of a Stephen King novelwith a dust
jacket in mint condition, Jason would most likely use a ________ to provide him with
pricing information from all the bookstores that currently have the requested book in
stock.
A) shopbot
B) behavioral targeter
C) search engine optimizer
D) sponsored search ad
E) search engine marketer
Walgreens customers can sign up for the Balance Rewards program, entering a member
number or using a member card every time they make a Walgreens purchase in order to
receive discounts and build up points that can be redeemed for rewards. Information
that Walgreens collects through these purchases is best described as ________.
A) scanner data
B) reality mining
C) unstructured data
D) sentiment analysis
E) data mining
What is a major drawback of probability sampling?
A) It can be time consuming.
B) The sample is proportionate to the population.
C) The most difficult population from which to obtain information is chosen.
D) Everyone has an equal chance of selection.
E) Marketers must rely on the judgment of the researcher in respondent selection.
The Food and Drug Administration (FDA) requires most food labels in the United
States to state how much fat, cholesterol, and protein are in each serving of the product.
At Boeing, salespeople work with company specialists, such as financial analysts,
technical specialists, and engineers, to call on potential and current customers. This is
an example of ________.
A) territorial selling
B) team selling
C) professional selling
D) industry specialization selling
E) transactional selling
Which of the following are manufacturer-owned facilities that carry inventory and
provide sales and services to customers?
A) sales offices
B) sales branches
C) manufacturers’ showrooms
D) manufacturers’ offices
E) merchandise brokerages
A marketing decision support system (MDSS) is a ________.
A) basic system used by companies that do not have the resources to develop a
marketing information system (MIS)
B) popular syndicated research report purchased by most major media companies
C) sophisticated information system that allows marketing managers to use statistical
and modeling software tools
D) type of custom research report often called for in the marketing research process
E) data warehouse used to support a marketing information system (MIS)
In a ________, two or more companies at the same channel level join together to
develop a new marketing opportunity.
A) franchise
B) corporate VMS
C) horizontal marketing system
D) multiple distribution system
E) conventional marketing system
Why are prestige products often an exception to the law of demand?
A) The demand curve for prestige products slopes downward and to the right.
B) Increasing the price of prestige products can make them seem more desirable.
C) Demand for prestige products often is greater than supply.
D) Prestige products such as diamonds, sapphires, and emeralds are nonrenewable
resources.
E) Customers are more aware of any price changes to prestige products.
Which of the following is a true statement about trends related to gender segmentation?
A) The education and income gap between men and women closed in the latest
recession.
B) In the recent recession, women held about three in four of the jobs that were lost.
C) Men are now increasingly likely to marry women with more education and income
than they have.
D) In recent decades, the economic gains of marriage have been greater for women than
for men.
E) Women are now increasingly likely to marry men with more education and income
than they have.
Which of the following statements about the competitive-parity method of budgeting is
true?
A) It is the most commonly used bottom-up method for budgeting.
B) It works because it relies on dynamic market shares that change annually.
C) It is the only top-down budgeting method used to determine promotional budgets.
D) It is considered the most logical budgeting method.
E) It mirrors the best thinking of others in the business.
Offering credit to buyers and providing refund services for products are both examples
of ________ functions provided by channel intermediaries.
A) communication
B) marketing
C) promotional
D) facilitating
E) management
Which type of distribution is used when the producer wants to place its products with
more than one, but fewer than all, of the intermediaries who are willing to carry its
products?
A) exclusive
B) intensive
C) selective
D) dual
E) multiple
Nielsen compiles ratings of television shows and then sells the information to other
firms. Nielsen conducts ________.
A) custom research
B) case study research
C) syndicated research
D) exploratory research
E) ethnographic research
Southern Security makes safes for storing valuables. When Ed sold safes for the
company, he sometimes told a prospect, “The model safe you are looking at is on sale
this week. If you wait until next week to buy, you will spend $100 more.” When Ed
used this approach, he was using the ________ close.
A) canned
B) standing-room-only
C) assumptive
D) minor points
E) stimulus-response
The group of people in the organization who participate in the purchase
decision-making process is referred to as the ________.
A) gatekeeper
B) resource center
C) buying center
D) purchasing hierarchy
E) purchasing office
________ are the largest minority group in the United States.
A) African Americans
B) Asian Americans
C) Pacific Islanders
D) Hispanics
E) American Indians
The group of American consumers born after 1994 is often called ________.
A) Millennials
B) Generation Y
C) Generation X
D) baby busters
E) Generation Z
John H. Harland Company is best known for printing personal and business checks, but
it also owns Scantron, a computerized testing and assessment company. Harland’s
purchase of Scantron is an example of the implementation of a ________ strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
A flour producer that identifies its mission as “the milling of fine flour in the most
efficient manner possible” most likely has a ________ orientation.
A) customer
B) marketing
C) selling
D) production
E) new era
According to the BCG growth-market share matrix, ________ are strategic business
units with products that have low market shares in fast-growth markets.
A) dogs
B) exclamation points
C) cash cows
D) stars
E) question marks
Which type of store combines the characteristics of a warehouse store and a
supermarket?
A) freestanding store
B) department store
C) box store
D) hypermarket
E) factory outlet store
In her work at Powered Solutions, Angelica helps business clients identify, organize,
and analyze data from social media sources, internal CRM databases, commercial entity
sources, and government sources. Angelica would best be described as a(n) ________.
A) web scraper
B) reality miner
C) data scientist
D) intelligent agent
E) data broker
In which kind of market would a production orientation be most successful?
A) a buyer’s market in which supply exceeds demand
B) a market in which there are more sellers than buyers
C) a seller’s market in which demand is greater than supply
D) a market that sells only intangible products
E) an e-commerce market