A mill in Utah buys grains from cultivators in the western region. Which of the
following is a buying method that should be used by the purchasing agent of the mill?
a. Description
b. Inspection
c. Sampling
d. Negotiation
e. Selection
From the 1920s to the 1950s, demand for manufactured goods decreased, leading to the
orientation. a. production
b. market
c. revolutionary
d. sales
e. reduction
If a DVD rental shop has established outlets in the simulated environment of Second
Life, the_____ will be able to rent a movie from the shop.
a. clone
b. avatar
c. pet
d. Q
e. dynasty
A product line is defined as .
a. products that can be designated as a unique offering among the organization’s
products
b. products that an organization makes available to consumers
c. a group of closely related products that are considered a unit because of marketing,
technical, or end-use considerations
d. a specific group of products that are offered to the market
e. same products that are sold by different firms
Orion Inc. is in the process of preparing a written document specifying the marketing
activities to be performed to
implement and evaluate the organization’s marketing strategies. This document is called
the:
a. product specification sheet.
b. marketing program.
c. mission statement.
d. marketing strategy.
e. marketing plan.
Aragon Steel Corporation, a leader in industrial supplies, has identified its auto battery
unit as having a dominant market share. However, this unit has low prospects for
growth. The unit currently generates more cash for Aragon Steel than is required to
maintain its market share. According to the Boston Consulting Group, the auto battery
unit would be classified as a .
a. dog
b. cash cow
c. star
d. problem child
e. question mark
The marketing concept deals only with marketing activities.
a. True
b. False
Scenario 6.2
Use the following to answer the questions.
Both the Racer and the Strider were very popular choices for family vans. Racer noticed
that the majority of its customers were families with 3 or more children, and so they
developed commercials that featured larger families. They also produced commercials
that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to
an advertisement on the television about the Strider, she noticed that the Strider cost
about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the
Racer, which also cost about $27,000, but had gas mileage of about 21 mpg. She also
liked the way the family was portrayed in the Racer ad, showing the children in the
back seats having plenty of room, watching the DVD players, and having their own
sound controls. When she spoke to Carlos, her husband, about how much she liked the
Racer van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia
didn’t agree with that number, he produced a magazine ad that supported his claim of
the 16 mpg for the Racer. Alicia couldn’t believe that she had made such an error in
hearing what the gas mileage was for the Racer and the Strider. Since Alicia and Carlos
were using gas mileage as one of their assessment criteria, they are most likely in the
phase of the consumer buying process.
a. problem recognition
b. external search
c. evaluation of alternatives
d. purchase
e. post-purchase
Which of the following surveys is most inflexible among the basic survey methods?
a. Telephone survey
b. Focus-group interview
c. Personal interview survey
d. Mail survey
e. Observation
Raython Hardware and Thames Industrial Supplier have worked closely for many years
and have a mutually beneficial relationship in which Raython provides all of Thames’s
hardware needs in a timely manner. Raython and Thames’s relationship could be best
characterized as a(n)_____:
a. buying center.
b. partnership.
c. intra-organizational group.
d. reselling.
e. tying arrangement.
In which of the following situations is dual distribution likely to be determined illegal?
a. A manufacturer sells its product through independent and company-owned retail
outlets.
b. A manufacturer opens its own retail outlets across the country and sells its entire line
of products.
c. A producer uses company outlets to dominate independent retailers that carry its
products.
d. A producer sells its products both to wholesalers who deal with small and
medium-sized retailers and directly to retailers.
e. A producer charges higher prices at its company-owned retail outlets than
independent retailers charge for the same products.
Two trends that have caused consumer-generated information to gain importance are:
a. the recession and a reduction of advertising expenditures.
b. globalization and the cultural trend of consumers being influenced by the “village.”
c. the increase of consumers sharing their opinions through digital media and the
consumer’s mistrust of information from corporations.
d. an increase in mobile digital technology and store brands.
e. an increase in children’s influence over the purchasing decision and the fact that
adults other than parents influence children.
Ashman’s Deli operates seven retail stores throughout the city. It plans to develop a new
marketing plan to extend its number of stores and operating hours. In developing this
marketing plan, it has asked its employees for feedback on the changes it plans to
makes. In this case, the employees are Ashman’s .
a. external customers
b. extended customers
c. intended customers
d. internal customers
e. domestic customers
Which of the following consumer research methods consists of a series of adjectives,
phrases, or sentences regarding an object, with subjects indicating the intensity of their
feelings toward this object by reacting to these adjectives, phrases, or sentences?
a. Projective specification
b. Patronage clarification
c. Group interview
d. Attitude scale
e. Depth interview
A hypothesis is a fact about the problem or topic under investigation.
a. True
b. False
Which of the following is essentially an uncontrollable factor in developing a marketing
mix?
a. Product adaptations
b. Pricing strategies
c. Government regulations
d. Advertising campaigns
e. Retail locations
Demographic characteristics are commonly used to segment a market because they are
closely related to consumers’ product needs and purchasing behavior.
a. True
b. False
A consumer’s buying decisions are affected in part by the people around him or her.
Such people and the forces they exert on an individual buyer are called:
a. patronage motives.
b. social influences.
c. physiological needs.
d. personality influences.
e. self-actualization needs.
Warner Bros. sells cookie jars, puzzles, photo albums, and other items featuring its
popular cartoon characters directly through its own retail outlets. This is an example of:
a. channel leadership.
b. channel cooperation.
c. channel conflict.
d. horizontal channel integration.
e. vertical channel integration.
Which of the following is particularly appropriate for pricey high-tech business
products, such as jet aircraft and medical equipment?
a. Team selling
b. Relationship selling
c. Trade selling
d. Technical selling
e. Missionary selling