A Sony laptop that has an ‘œIntel’ logo on its keyboard is an example of .
a. brand extension
b. brand licensing
c. co-branding
d. individual branding
e. line family branding
Products for which buyers are willing to spend much time comparing stores and brands
for differences in prices, product features, and services are called products.
a. shopping
b. specialty
c. service
d. convenience
e. unsought
Darren uses Microsoft Excel to determine how much the responses to his survey about
household decision making for toilet paper vary. Darren is in the step of the marketing
research process.
a. interpreting research findings
b. reporting research findings
c. collecting data
d. designing the research project
e. developing a hypothesis
Marketing planning and implementation are closely linked in successful businesses.
a. True
b. False
Exploratory research is concerned with identifying the characteristics of markets or
categorizing market activities.
a. True
b. False
Logos such as The Travelers Companies’ umbrella is designed to help customers
overcome the________of services.
a. heterogeneity
b. unpredictability
c. inseparability
d. intangibility
e. perishability
Traditional marketing media are more consumer-driven than digital media.
a. True
b. False
Karen has been a buyer for Ocean Mist, a large cranberry processor, for several years.
Believing that she knows a great deal about cranberries, their growers, and processors,
she decides to go into business by herself. Karen wants to assume no risks of spoilage
or price fluctuations. She sees herself as simply bringing the growers and processors
together. Her new company would be a_________.
a. sales agent
b. commission merchant
c. broker
d. sales branch
e. sales office
Intuitiv Manufacturing’s large plastics molding machine suddenly broke down during
its day shift. When considering the purchase of available alternatives, Intuitiv decided
to rent one for the next two years instead of buying one. In this situation, the large
plastics molding machine it rented would be classified as .
a. an installation
b. accessory equipment
c. an unsought good
d. a process material
e. MRO supplies
A firm using a concentrated targeting strategy aims its marketing activities at one
segment of a market.
a. True
b. False