When individuals’ behaviors are tracked from television sets to checkout counters using
equipment provided by the marketer, this is known as .
a. family behavior recording
b. single-source data
c. individual consumer jury
d. advertisement exposure data
e. detailed market research
Nutritional information on labels is optional as consumers are indifferent to its
availability. a. True
b. False
If a company provides price differentials that harm competition by giving one or more
buyers a competitive advantage, it is committing:
a. periodic discounting.
b. price-consciousness.
c. functional discounting.
d. price competition.
e. price fixing.
Even though salespeople do not use the exact same sales methods, they do go through
the same general selling process.
a. True
b. False
When a business has a relatively small number of customers, a preferred method of
forecasting is .
a. regression analysis
b. trend analysis
c. the Delphi technique
d. a market test
e. a customer forecasting survey
Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of
other products. These products make up Sara Lee’s product .
a. line
b. item
c. mix
d. width
e. depth
When Trevor realizes his liquor cabinet supply is exhausted due to last weekend’s party,
he thinks about all the types of liquor he would like and also seeks suggestion from the
clerk at the store. Trevor then considers each possible alternative. In doing so, Trevor
has placed the types of liquor in a(n)____:
a. evaluative set.
b. alternative set.
c. evoked set.
d. routinized set.
e. internal set.
A communications channel is the vehicle used to transmit the coded message from the
source to the receiver.
a. True
b. False
Which type of retailer generally accepts lower margins than traditional retailers in
exchange for higher sales volume?
a. Department stores
b. Traditional specialty retailers
c. Warehouse showrooms
d. Direct marketers
e. Discount stores
J. Pitner Clothing is a medium-size specialty men’s and women’s clothing store in a
market with many other specialty stores, department stores, and discounters. It has
established a reputation for offering high-quality, fashionable merchandise with quality
service. J. Pitner’s competitive environment would bestbe characterized as:
a. a monopoly.
b. an oligopoly.
c. monopolistic competition.
d. pure competition.
e. faceted competition.
A generic brand indicates only the product category.
a. True
b. False
Prodigy Placement is a private elementary school located in the center of Manhattan.
Students at the school are considered in the top 1% of their age group in terms of IQ
scores and aptitude. Parents who want to send their children to the school must get on a
waiting list as soon as the child is 12 months old and must make a deposit of
$5,000 to the school in order to hold the child’s ‘œapplication’ until they reach the age of
5 years. Emma’s parents put her on the waiting list at the age of 1 year and paid the
deposit; however, when Emma turned five, she did not want to attend the school
although she tested above the requirement. Her parents made the decision to enroll her
for the upcoming school year. In this case, Emma part of the market for
Prodig Placement, and her parentspart of the market:
a. was; were; because Emma needed to attend school.
b. was; were; because Emma had the authority to attend the school.
c. was; were; because they had the authority.
d. was not; were; because Emma lacked the desire.
e. was not; were; because Emma lacked the authority.
Sometimes business partnerships are formed between traditional rivals competing for
market share in the same product class. These partnerships are known as .
a. franchises
b. incorporations
c. joint ventures
d. strategic alliances
e. corporations
Conclusive research is used when marketers need more information about a problem or
want to make a tentative hypothesis more specific.
a. True
b. False
The Food and Drug Administration influences marketing activities the most.
a. True
b. False
Which of the following is true about supply-chain management?
a. Supply chains for durable goods typically begin at raw materials and end at the
retailer.
b. Supply chains for durable goods typically begin at suppliers and end at the retailer.
c. Supply chains for durable goods typically begin at raw materials and end at the
customer.
d. Supply chains for durable goods typically begin at suppliers and end at the customer.
e. Supply chains for durable goods typically begin at retailers raw materials and end at
the customer.
A target market is always defined by demographics.
a. True
b. False