Dion is a marketing communications consultant who specializes in the strategic use of
social networking sites. Which of the following types of companies can use Dion’s
services?
a. Any sized company
b. Only large to medium sized companies
c. Only companies with a specialized target market
d. Only companies with a unique product
e. Only companies whose target customer is mainly women
Consumers’ purchasing decisions and brand decisions may be influenced strongly by
reference groups.
a. True
b. False
Political and legal forces in the marketing environment are closely interrelated.
a. True
b. False
Data regarding attitudes toward a particular product are collected. To test a hypothesis,
the data are used and then stored. If these data are used again in a future research study,
they will be considered primary data.
a. True
b. False
A run-out approach to product deletion allows a product to decline without changing its
marketing strategy.
a. True
b. False
The greatest amount of responsibility for providing customer satisfaction falls on the
shoulders of:
a. chief executive officers.
b. salespeople.
c. sales managers.
d. quality control experts.
e. marketing directors.
A marketing objective need not be consistent with the firm’s overall objectives.
a. True
b. False
The first component of a marketing plan is the:
a. executive summary.
b. SWOT analysis.
c. performance evaluation.
d. environment analysis.
e. marketing implementation.
Darcy presents an identification card at the supermarket checkout and has a
microcomputer attached to her TV.
Information from both of these is sent to a research facility. Darcy is providing:
a. family behavior recording.
b. individual consumer opinion.
c. single-source data.
d. advertisement exposure data.
e. detailed market research.
U.S. marketers may engage in bribery to compete with foreign firms.
a. True
b. False
A popular restaurant chain, Eats, has introduced restaurants in Mexico where inactives
make up the majority of the online population. To match their marketing efforts with the
characteristics of the population, Eats should:
a. have a contest to gather consumer-generated content.
b. ignore comments from critics.
c. create a Fan Page and invite consumers to post their thoughts.
d. post its own promotional messages on blogs and websites.
e. focus more on traditional promotions rather than social networking.
Opportunities refer to barriers that could prevent the company from reaching its
objectives.
a. True
b. False
Explain how a period of recession might affect the marketing of a product.
Explain the conditions that would favor an exploratory study over a conclusive study.
Define market potential. Explain the various factors that affect the same.
What is supply chain management? List the activities involved in it.
In what ways can the buyer’s moods or conditions affect the consumer buying decision
process?
Describe the three forms of vertical marketing systems.
Identify and describe several ways to motivate sales personnel.
Why do marketers rely heavily on demographic characteristics when segmenting
consumer markets?
What pitfalls should a marketing researcher avoid in preparing a report for a company
executive? Why?
Describe several activities encompassed by the distribution variable.