The point at which marginal revenue equals marginal cost is the break-even point.
a. True
b. False
Multiple packaging is .
a. likely to decrease serving size
b. the same as family packaging
c. likely to increase demand
d. the most effective type of packaging for decreasing demand
e. the most expensive type of packaging
Northeastern University and Penn State University both offer online MBA programs
that are available to students around the world. This is an example of .
a. globalization
b. customization
c. licensing
d. nationalization
e. regionalization
A university decides to purchase new computers for the computer labs on campus.
Usually, the purchasing agent negotiates with manufacturers and makes the decision on
what to buy. However, for this purchase he has asked the university’s IT technicians to
give input on the purchase decision. In this instance, the IT technicians would be acting
as influencers, while the purchasing agent is a(n)____ .
a. buyer
b. litigator
c. user
d. decider
e. gatekeeper
Merchant wholesalers who provide very few marketing services and specialize in just a
few functions are known as _____.
a. limited-service wholesalers
b. wholesale service specialists
c. general-line wholesalers
d. specialty-line wholesalers
e. specialty-service wholesalers
The ProMark Company manufactures a pencil that is about five inches long and has no
eraser. It sells the product primarily to golf courses and universities. Which of the
following targeting strategies has been implemented by this company?
a. Extensive targeting strategy
b. Concentrated targeting strategy
c. Undifferentiated targeting strategy
d. Intensive targeting strategy
e. Differentiated targeting strategy
Firms always adopt and use new technology.
a. True
b. False
Brand licensing gives a company the ability to gain more revenue and low-cost or free
promotional exposure.
a. True
b. False
Marketing knowledge and skills:
a. are not necessary for a nonprofit organization.
b. enhance consumer awareness and help provide people with satisfying goods and
services.
c. constitute the marketing mix.
d. were most important during the production era.
e. are most valuable for advertising executives but less important for wholesalers and
distributors.
IKEA, a Swedish retailer of contemporary furniture, operates several stores in various
Scandinavian countries, as well as in the United States and Canada. Which of the
following describes IKEA’s level of commitment to international marketing?
a. Licensing
b. Direct ownership
c. Exporting
d. A trading company
e. A joint venture