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Which of the following types of research would be best suited for understanding the
attitudes of consumers who buy a particular brand of soft drink?
A) internal research
B) descriptive research
C) causal research
D) exploratory research
E) demographic research
Which of the following promotional tools is the most effective in building up buyers'
preferences, convictions, and actions?
A) mass-market advertising
B) sales promotion
C) segmented advertising
D) personal selling
E) public relations
________ refers to the measurement of brain activity to learn how consumers feel and
respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
Refer to the scenario below to answer the following question.
In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a
shoe store, a small restaurant, and a grocery store. Over the next two decades, the small
town transformed into an international tourist attraction, attracting thousands of tourists
who were intrigued by the lifestyle of Shipshewana's largest population'”the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town's popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same variety.
Mary Miller decorated the shop's display room with authentic Amish décor and
eventually hired three Amish friends to sew and embroider napkins and other textiles as
customers had requested such items. In addition, two women from the Amish
community sought permission from the Millers to display home-baked pastries and
jellies on Tuesdays and Wednesdays, when Shipshewana attracts swarms of visitors to
its flea market on the south edge of town. The Millers also hired four more people to
help customers throughout the purchasing process and to provide the required
product-related information to the customers.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to
buy things made in China or Taiwan. They want real, Amish-made goods."
Indiana Wood can be best classified as a(n) ________.
A) full-service retailer
B) industrial distributor
C) self-service retailer
D) warehouse club
E) limited-service retailer
________ is a type of service offered by those retailers who serve customers that are
willing to perform their own "locate-compare-select" process in order to save money.
A) Limited-service
B) Self-service
C) Full-service
D) Specialty-service
E) Wholesaling
Which of the following is true of vertical marketing systems?
A) Producers, wholesalers, and retailers act as a unified system.
B) Channel members have no control over each other.
C) Channel conflict is governed by informal mechanisms.
D) The system is dominated by the consumer.
E) Channel members work independently with no cooperation from other members.
Stephanie and John wanted to purchase a high-end sports car. They viewed a
commercial for a particular sports car that highlighted the cost, design, and power of the
car. After viewing the ad, Stephanie felt that the car's price was acceptable, considering
the superior and unique design. John thought that the car was expensive owing to the
high power engine installed in it. They used the information in different ways, focusing
on issues that that each considered important. Which of the following concepts does this
scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance
A ________ consists of the activities an individual is expected to perform according to
the people around him/her.
A) motive
B) role
C) lifestyle
D) life cycle
E) perception
A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) cognition
Which of the following is an advantage of using an internal database?
A) Data always remains current in internal databases.
B) Highly sophisticated equipment and techniques are not required for maintaining
internal databases.
C) Internal databases can be accessed more quickly and cheaply than other information
sources.
D) Internal databases require less maintenance efforts.
E) Information obtained from internal databases is almost always sufficient for making
marketing decisions.
Which of the following types of advertising will most likely result in an advertising
war?
A) covert advertising
B) institutional advertising
C) informative advertising
D) comparative advertising
E) reminder advertising
Which of the following is an example of a convenience product?
A) fast food
B) diamond ring
C) furniture
D) life insurance
E) refrigerator
Refer to the scenario below to answer the following question.
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and
a large contract from Elmore Distributors. But after two years, the maker of novelty
pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of
wooden writing utensils with customized engravings. Specialty shops loved to display
the products in their fancy, lighted showcases, but such specialty shops alone were not
profitable. Ruben Delgado established a brand name, known merely as Delgado, and
decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and
multiple-cartridge pens that write in different colors. He even added a line of various
grades of personalized stationery and business cards. Perhaps Ruben's biggest added
touch, however, was the addition of two salespeople who would work to explain the
diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good
guarantee on everything we sell. But let's face it'”we face hundreds of competitors! We
need Delgado representatives out there to help prospects understand what they should
demand in something as simple as a writing tool." The Delgado brand was
fast-becoming synonymous with top-notch customer service. Part of the purchase
package brought personal visits from the Delgado representative, before the purchase
and long after.
Which type of product does Delgado manufacture?
A) industrial
B) convenience
C) specialty
D) shopping
E) unsought
________ involves adding more items within the present range of the product line.
A) Market diversification
B) Brand extension
C) Product line filling
D) Upward product line stretching
E) Downward product line stretching
________ are ambassadors who share their passion for a company's products with large
circles of friends and acquaintances in return for insider knowledge and other rewards.
A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators
What are the two dimensions of product quality?
A) consistency and level
B) performance and conformance
C) design and innovation
D) conformance and style
E) feature and design
Which of the following refers to a nonprobability sample in which the researcher selects
the easiest population members from which to obtain information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
Big Mike's Health Food Store sells nutritional energy foods. The price of the products
sold varies according to individual customer accounts and situations. For example,
long-time customers receive discounts. This strategy is an example of ________.
A) time-based pricing
B) seasonal pricing
C) dynamic pricing
D) promotional pricing
E) penetration pricing
Which of the following wholesaler's channel functions is demonstrated when a buyer
receives quicker delivery because wholesalers are located closer than producers?
A) financing
B) transportation
C) buying and assortment building
D) warehousing
E) risk bearing
________ pricing involves charging higher prices on an everyday basis but running
frequent promotions to lower prices temporarily on selected items.
A) High-low
B) Everyday low
C) Cost-plus
D) Break-even
E) Penetration
Which of the following is used to generate business leads, stimulate purchases, reward
customers, and motivate salespeople?
A) business plan
B) SWOT analysis
C) POP promotion
D) benchmarking
E) business promotion
According to the PLC, the ________ stage is reached when sales plunge to zero, or
when they drop to a low level where they continue for many years.
A) laggard
B) decline
C) maturity
D) growth
E) incubation
What are some of the limitations of observational research?
Explain how a market follower can gain advantage from a market leader.
Define consistency of the product mix.
In terms of ethnic and racial makeup, why is the United States today more accurately
characterized as a 'salad bowl" than a "melting pot"?
How has the direct marketing industry taken steps to address privacy and security
concerns?
Companies that go global confront several major risks. Describe three of these risks.
Explain common reasons for the failure of new products. What methods can a company
adopt to improve its odds of new product success?
Provide two reasons why companies are shifting more of their marketing dollars to
online advertising.
