Client-based relationships are interactions that result in satisfied customers who
repeatedly use a service over time.
a. True
b. False
Having used both Secret and Sure deodorants, Annette feels that Secret is a good
product and the one that best meets her needs. She has formed a(n)____ about Secret.
a. impression
b. consideration set
c. cognition
d. attitude
e. self-concept
The marketing of products to ultimate consumers through face-to-face sales
presentations either at home or the workplace is known as______.
a. direct marketing
b. direct-response marketing
c. telemarketing
d. strategic selling
e. direct selling
Baby Products Corp. wants to learn about consumer needs by understanding the
environment in which a product is used and the different applications of the product.
For this purpose, it creates a twitter account. The company is using as a research tool to
gain this information.
a. futurism
b. social networking
c. give-aways
d. promotional events
e. sponsorship
The use of telephone and other nonpersonal media to introduce products to consumers,
who then can purchase the products through mail, telephone, or the Internet, is known
as_______.
a. direct marketing
b. wholesaling
c. remote purchasing
d. automatic vending
e. direct selling
Bloggers can post whatever opinions they like about a company or its products,
regardless of whether or not the blog’s content is factually accurate.
a. True
b. False
Franchising is an arrangement whereby a franchisee grants a franchiser the right to
market its product, using its name, logo, methods of operation, advertising, products,
and other elements of the franchising company’s business, in return for a financial
commitment and an agreement to conduct business in accordance with the franchisee’s
standard of operations.
a. True
b. False
Retro64 distributes free downloadable versions of its computer games for a very short
time. These efforts have a primary promotional objective of:
a. encouraging product trial.
b. building selective demand.
c. retaining loyal customers.
d. facilitating reseller support.
e. reducing sales fluctuations.
Because Gem Supply’s sales have continued to decline, the jewelry manufacturer has
found that the costs associated with maintaining its own five-person sales force are
prohibitive. The firm’s marketing director begins to look for a small company or an
individual willing to perform the sales function for Gem Supply in its least productive
region, the Far West. The ideal entity would carry complementary but non-competing
lines. Such a firm or an individual would be classified as a________.
a. rack jobber
b. manufacturers’ agent
c. specialty-line wholesaler
d. desk jobber
e. commission merchant
An on-site computer interview is a variation of the shopping mall intercept interview.
a. True
b. False
Matt’s girlfriend tells him she wants a cashmere sweater for Christmas. Matt decides to
go to a store that provides the best possible selection of sweaters. His best choice would
be to shop at a__________store.
a. department
b. catalog
c. discount
d. traditional specialty
e. convenience
The three levels of brand loyalty from the strongest to the weakest are .
a. preference, insistence, recognition
b. insistence, recognition, preference
c. insistence, preference, recognition
d. recognition, preference, insistence
e. insistence, preference, indifference
Ethical issues are a constant risk in gathering and maintaining consistently high-quality
information.
a. True
b. False
What degree of brand loyalty is the strongest and most desired by marketers?
a. Brand preference
b. Brand requirement
c. Brand awareness
d. Brand insistence
e. Brand recognition
Almost any traditional promotional event can be enhanced or replaced by digital media.
a. True
b. False
Nick is a salesperson for a chemical company. His college degree is in engineering,
with a minor in physical
science. He was trained to advice customers on the unique characteristics of each
product. Nick is most likely a(n):
a. trade salesperson.
b. missionary salesperson.
c. technical salesperson.
d. chemicals order taker.
e. field order taker.
The ‘œGot milk?’ print campaign is advertising that stimulates demand for a(n) , known
as advertising.
a. product category; pioneer
b. product brand; competitive
c. product category; institutional
d. brand category; pioneer
e. product; comparative
The best way to reduce overall distribution costs is to:
a. use a total-cost approach to analyze and evaluate the entire system.
b. minimize the costs associated with materials handling and transportation.
c. reduce the number of distribution functions that are necessary.
d. find the cheapest price for each function and use them to create the system.
e. lower the service standards that the company has.
When products in an industry are relatively homogeneous and price is a key purchase
consideration:
a. competition-based pricing becomes more important.
b. demand-based pricing dominates pricing decisions.
c. firms tend to use secondary-market pricing.
d. cost-based methods like markup pricing are dominant.
e. customary pricing is used.
Define the term value. Explain how people determine a product’s value.
Identify and describe the three types of product-line pricing.
Under what conditions would a marketer most likely use a price leader strategy?
Compare and contrast a product manager and a brand manager.
Discuss some of the functions that full-service wholesalers provide. How do these differ
from those that limited- service wholesalers provide?
Explain why marketing efforts should be oriented toward creating and sustaining
satisfying exchange relationships.