________ products are those products purchased for further processing or for use in
conducting a business.
A) Unsought
B) Specialty
C) Shopping
D) Industrial
E) Convenience
Answer:
________ consumers are the most affluent U.S. demographic segment and are expected
to have an annual buying power approaching $1 billion by 2017.
A) Hispanic American
B) African American
C) Asian American
D) Baby boomers
E) Generation X
Answer:
Consumers who mistrust marketing research are more likely to ________.
A) consider marketing research initiatives as genuine endeavors aimed at heightening
customer satisfaction
B) believe that marketers rarely use personal data to manipulate consumer behavior
C) believe that the misuse of research findings is highly unlikely
D) consider marketing research efforts, such as interviewing, intrusions on consumer
privacy
E) feel positive about being personally interviewed by marketers
Answer:
The latest trend in the United States involves rediscovering the benefits of
home-cooked food and the use of organic ingredients. People are choosing to spend
hours in the kitchen using only the freshest ingredients to cook healthy and nutritious
meals. This change in ________ is one of the reasons for the increasing demand for
organic ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle
Answer:
Among the buyer-readiness stages, the first stage is ________.
A) preference
B) knowledge
C) liking
D) awareness
E) insistence
Answer:
A society’s ________ are expressed in how people view themselves and others,
organizations, society, nature, and the universe.
A) social codes
B) cultural values
C) demographics
D) public policies
E) norms
Answer:
Companies that set a low price for a new product in order to attract a large number of
buyers and a large market share are using the ________ strategy.
A) market-skimming pricing
B) market-penetration pricing
C) cost-plus pricing
D) inclusive pricing
E) exclusive pricing
Answer:
In the communication process, the reaction of the receiver after being exposed to a
message is called the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
Answer:
A marketer of women’s hair care products targeting Chinese customers created an
advertising message that told women their hair could be worn any way they wanted as
opposed to wearing it straight. The message suggested the women did not need to
conform to the mainstream media definition of beauty. It is most accurate to say that
this ad was based on an understanding of customers’ ________.
A) social class
B) life-cycle stage
C) self-concept
D) status
E) role
Answer:
In a straight rebuy, ________.
A) the “in” suppliers try to maintain product and service quality to keep the business
B) the “in” suppliers feel pressured to protect an account
C) the “out” suppliers view the situation as an opportunity to gain new business
D) a company buys a product or a service for the first time
E) buyers are keen on revising product specifications
Answer:
Kraft has adapted its popular Oreo cookie to the unique tastes of consumers all around
the world, whether it’s mango-and-orange flavored Oreos in the Asia Pacific region,
green tea Oreos in China, a chocolate and peanut variety in Indonesia, or banana and
dulce de leche in Argentina. This is an example of ________.
A) product invention
B) straight product extension
C) product adaptation
D) product augmentation
E) communication adaptation
Answer:
Which of the following terms best describes the channels through which two or more
people communicate directly with each other, including face-to-face, mail, e-mail,
texting, or an Internet chat?
A) shared communication channel
B) earned communication channel
C) personal communication channel
D) nonverbal communication channel
E) owned communication channel
Answer:
Which of the following is a disadvantage of adding new channels in a multichannel
distribution system?
A) decreasing complexity of markets
B) decreasing control over the system
C) reducing opportunities for franchising
D) lowering sales and market coverage
E) minimizing publicity needs
Answer:
Which of the following is one of the social costs associated with cars?
A) traffic congestion
B) water pollution
C) new highways
D) new automobile models
E) cleaner roads
Answer:
Which of the following does NOT characterize international trade in the past 30 years?
A) The number of multinational corporations has more than doubled.
B) Half the largest economies in the world are corporations.
C) Trade value of products and services grew even during the recession.
D) U.S. companies have long been successful at international marketing.
E) Home markets are just as rich in opportunity as foreign markets.
Answer:
________ retailers in the United States are growing faster than product retailers.
A) Discount
B) Merchant
C) Service
D) Specialty
E) Off-price
Answer:
In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
Answer:
Which of the following wholesaler’s channel functions is demonstrated when a
wholesaler holds inventories and thereby reduces inventory holding costs and risks of
suppliers and customers?
A) financing
B) transporting
C) buying and assortment building
D) warehousing
E) bulk breaking
Answer:
Cravenshaw Metalworks has witnessed a rise in the number of its industrial customers
in recent years. The company uses different groups of people from the sales, marketing,
technical support and finance departments for servicing large, complex accounts. In this
instance, Cravenshaw Metalworks uses ________ in order to enhance the quality of its
customers’ buying experience.
A) product differentiation
B) team selling
C) competitive marketing intelligence
D) satisficing
E) e-procurement
Answer:
A seller offers a ________ to trade-channel members who perform certain functions,
such as selling, storing, and record keeping.
A) functional discount
B) storage allowance
C) cash discount
D) promotional allowance
E) quantity discount
Answer:
________ refers to qualitative research designed to probe consumers’ hidden,
subconscious motivations.
A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation
Answer:
Dips in the economy and the instant price comparisons made possible by the Internet
have contributed to ________.
A) decreased consumer price sensitivity
B) increased consumer price sensitivity
C) a less direct relationship between supply and demand
D) low brand equity for luxury goods
E) decreased brand loyalty
Answer:
A value marketer is most likely to ________.
A) offer consumers superior quality of goods and services at a very high price
B) offer consumers only those products that are associated with status and prestige
C) offer consumers low quality goods and services at very low prices
D) offer consumers a balanced combination of product quality at a fair price
E) deny discounts to consumers to increase profits
Answer:
What mode of transport should Kimberly use to ship its goods over long distances as
quickly as possible?
A) flatcars
B) water transport
C) air transport
D) trucks
E) railroads
Answer:
Kinger Burgers came out with a new hamburger and, before including it into its main
menu, released it in two different cities with two different prices. The marketers at
Kinger Burgers then analyzed the different levels of purchase made at these two
different places, planning to use the information to help them set a nationwide price for
the new offering. This is an example of ________.
A) ethnographic research
B) descriptive research
C) DIY research
D) experimental research
E) survey research
Answer:
Coffee, tea, cotton, and tobacco are the main exports of Uganda. It is most likely that
Uganda has a(n) ________ economy.
A) subsistence
B) marketing
C) merchandise exporting
D) raw material exporting
E) industrializing
Answer:
Under which promotional mix strategy does the producer direct its marketing activities
toward channel members to induce them to carry the product and promote it to final
consumers?
A) pull strategy
B) blitz strategy
C) push strategy
D) buzz strategy
E) pulse strategy
Answer:
Which of the following is a drawback of local marketing?
A) Local marketing increases manufacturing costs by reducing the economies of scale.
B) Local marketing requires specialization that is difficult to identify.
C) Local marketing is not profitable for most small firms.
D) Local marketing cannot accommodate the needs of modern buyers who are
technology savvy.
E) Local marketing almost always results in brand dilution.
Answer:
________ are offers of a trial amount of a product.
A) Samples
B) Coupons
C) Premiums
D) Rebates
E) Price packs
Answer:
McDonald’s, Subway, and Jiffy Lube are all examples of ________.
A) voluntary chains
B) retailer cooperatives
C) franchises
D) category killers
E) power centers
Answer:
Which of the following is true about secondary data?
A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires
by the company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.
Answer:
________ logistics refers to moving products and materials from the suppliers to the
factory.
A) Outbound
B) Diverse
C) Inbound
D) Reverse
E) Customer-centered
Answer:
As a manufacturer increases the price, ________.
A) efficiency drops
B) the break-even volume drops
C) competition is minimized
D) the total costs increase
E) the profit margin shrinks
Answer:
Kathy Champe, a public relations specialist for a regional chain of pharmacies,
regularly contacts members of the local and statewide media with information about
community events and charity fundraisers sponsored by her company. This is an
example of the ________ function of public relations.
A) press relations
B) product publicity
C) investor relations
D) lobbying
E) development
Answer: