A merchant establishment operated by a concern that is engaged primarily in buying,
taking title to, usually storing and physically handling goods in large quantities, and
reselling the goods (usually in smaller quantities) to retail or to industrial or business
users is known as a(n):
A) agent.
B) wholesaler.
C) facilitating agent.
D) broker.
Based on ________, managers develop objectives, strategies, and programs for the
product, product line, or closely related group of products.
A) data analysis
B) historical data
C) final audit
D) industry norms
Identify the correct statement about coupons.
A) They are used for product-oriented promotion.
B) Coupons delivered in the old-fashioned way have much higher redemption rate than
virtual coupons.
C) They are ineffective in targeting price-sensitive households.
D) The largest distribution channel for coupons is by far free-standing inserts (FSIs).
According to the VALS system developed by SRI International, ________ are mature,
satisfied comfortable people who value order, knowledge and responsibility.
A) strivers
B) innovators
C) thinkers
D) believers
________ are used to predict sales and profits from the prospective new product launch
and to make certain that marketing, distribution, and production skills are developed
before full-scale operations begin.
A) Product use tests
B) Market tests
C) Sales forecasts
D) Concept generation tests
________ techniques including in-depth interviews and other techniques such as
metaphors are mostly used in clinical research.
A) Descriptive
B) Exploratory
C) Phenomenological
D) Psychoanalytic
Usually in this stage of the buying process, benefits rather than specific product or
service characteristics are stated.
A) determine the characteristics
B) establish specifications
C) search for and qualify potential suppliers
D) request proposals
Which of the following is one of the external factors that have a major effect on the
performance of salespeople?
A) the quality of the sales management
B) the amount of financial resources a company puts into sales efforts
C) changes in customers’ tastes and buying behavior
D) the quality of the products sold by the organizations
Which of the following generational cohorts are the grandparents of the Millenials?
A) Silent Generation
B) Generation X
C) GI Generation
D) Generation Y
When service recovery is necessary, customers are:
A) happy.
B) loyal.
C) satisfied.
D) unhappy.
Which of the following observations is true regarding a customer-oriented
organization?
A) Marketing in these organizations translate benefits into products and services.
B) These organizations create needs for customers.
C) These organizations spend more on R&D than marketing.
D) These organizations spend heavily on research till the product is finely honed.
Which of the following is an example of a consumer price-oriented promotion?
A) off-invoice allowance
B) money-back offer
C) market development funding
D) sampling
Which of the following direct marketing methods has the highest response rate?
A) direct mail
B) telemarketing
C) catalogue marketing
D) direct e-mail
Win-back rate indicates:
A) the percentage of customers in group that were obtained at the same time who are
still customers.
B) the probability of a customer being active or purchasing in a given time frame.
C) expected length of time a customer will remain active.
D) customers who return who had previously defected.
More general strategic planning occurs at:
A) corporate and group planning.
B) annual marketing planning.
C) monthly planning.
D) SBU planning.
Which of the following levels of competition can be determined from observation and
external data sources?
A) product form and product category
B) product form and generic
C) product category and generic
D) product form and budget