interpretation focuses on what is typical or what deviates from the average.
a. Statistical
b. Descriptive
c. Exploratory
d. Secondary
e. Primary
Which of the following is the most important consideration when choosing an event to
sponsor?
a. Reasonable association between the event and the company’s product
b. The length of the event
c. When the event occurs
d. Whether or not the event is a national or an international event
e. The specific name of the event
The Limited, which produces and retails clothing products in a coordinated channel, is
an example of a(n):
a. administered vertical marketing system.
b. conventional marketing channel.
c. channel network.
d. contractual marketing channel.
e. corporate vertical marketing system.
Crowdsourcing refers to the process of taking tasks usually performed by a marketer or
researcher and outsourcing them to a crowd, or potential market, through an open call.
a. True
b. False
By promoting the fact that “orange juice is not just for breakfast anymore,” the Florida
Orange Growers Association attempted to stimulate:
a. primary demand.
b. selective demand.
c. marketing exposure.
d. comparison of orange juices.
e. demand elasticity.
In shopping for a new laptop computer for her master’s degree program, Jocelyn has
narrowed the alternatives to four brands. She is considering Dell, Toshiba, Sony, and
Hewlett-Packard. These four brands make up Jocelyn’s:
a. awareness set.
b. evoked set.
c. framing set.
d. external search.
e. inert set.
Using referrals falls under the approach step in the personal selling process.
a. True
b. False
A retail strategy of managing groups of similar, often substitutable products produced
by different manufacturers is called__________.
a. category management
b. scrambled merchandising
c. line extensions
d. aggregate management
e. wheel of retailing
To find a target market, a firm can use the:
a. total market strategy and the undifferentiated strategy.
b. product differentiation strategy and the customer differentiation strategy.
c. demographic strategy and the psychographic strategy.
d. socioeconomic strategy and the psychological strategy.
e. undifferentiated strategy, the concentrated strategy, and the differentiated strategy.
83. The producers of Schick razor blades use a marketing strategy that includes large
promotion expenditures and more price flexibility for the various types of blades
offered. Based on this example, razor blades are in the of the product life cycle.
a. decline
b. evaluation
c. growth
d. introduction
e. maturity
A disadvantage of reciprocity is that it can lead to:
a. a price war.
b. higher promotional costs.
c. more competitive firms entering the industry.
d. less-than-optimal purchases.
e. longer periods of negotiation.
The Carsons are going on a vacation back to Texas. When they lived there, Gwen
Carson loved Blue Bell Cookies.
Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits
after they arrive. For Gwen, Blue Bell represents a(n) product.
a. convenience
b. shopping
c. specialty
d. unsought
e. durable
Beth is responsible for the product line of Avenger Transformer action figures. In
testing her firm’s new TV ads, Beth discovers some children think many of the toys can
actually fly. Beth knows that there are only a few children in the groups aged 3 to 5 that
believe this, so she decides to use children over age 5 as her target market. Since the ads
will be shown on programs that have her target market as its viewers, Beth decides to
include a statement ‘œfigures do not actually fly’ on the bottom of the screen. However,
she still faces an ethical decision regarding which element(s) of the marketing mix?
a. Product-related
b. The right to know
c. Performance-related
d. Promotion-related
e. Strategy-related
DeShon has just become the new marketing analyst for a company that produces vinyl
siding for homes. In an effort to forecast his firm’s sales for the coming year, he needs
to find where the greatest opportunities are for selling his product. DeShon looks at the
sales for the last five years and calculates a growth trend. He then collects data from a
combination of other factors, such as population density, family size, home ownership,
and per capita income. Finally, DeShon looks at the correlation between the sales trend
data and the various combinations of demographic data. DeShon is employing
the_____forecasting method for the sales growth trend and the_____ method for the
correlation.
a. time series analysis; regression analysis
b. executive judgment; regression analysis
c. market tests; regression analysis
d. regression analysis; time series analysis
e. market tests; time series analysis forecasting method for the sales growth trend and
the
Changes in culture do not affect product development.
a. True
b. False
Jeff Wood’s company buys machine tools from large producers and sells them to several
Midwestern manufacturing companies. The company Jeff works for carries inventories
of the tools, which reduces capital requirements for the producers. Jeff’s company is an
example of a(n)_______in a distribution channel.
a. direct distributor
b. manufacturers’ agent
c. industrial distributor
d. producers’ agent
e. wholesalers’ agent
If you were to choose a sample in order to study the market for preschool toys in
Illinois, the population would logically be defined as all .
a. children in Illinois
b. families in Illinois that have or are expecting preschool children
c. people in Illinois who had preschool children till the preceding year
d. preschools in Illinois who will be admitting students in the following year
e. preschool children in Illinois
A public relations audit is used to assess an organization’s image among the public or to
evaluate the effect of a specific public relations program.
a. True
b. False
Del Monte markets ketchup for household use to supermarkets through grocery
wholesalers. It markets ketchup for institutional use through industrial distributors and
food brokers. Del Monte is using:
a. dual distribution.
b. industrial distribution.
c. strategic channel alliance.
d. supply-chain management.
e. an unethical marketing channel.
Discuss the role of the marketing information system in helping marketing managers
make better decisions.
How do marketing channels increase efficiency in exchange situations?
What approaches can be used to evaluate the effectiveness of public relations
programs?
What are some issues to consider when determining a specific price?
Compared to advertising, what are the major advantages and limitations of personal
selling?
Distinguish between the breakdown and buildup approaches to assess company sales
potential.
Compare and contrast department stores and discount stores.