With respect to the components of a communication process, the process of putting
one’s thoughts (meaning) into signs (symbols) is called:
a. decoding.
b. noise.
c. interference.
d. channelizing.
e. encoding.
Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that
retailers have adequate quantities of products when they need them. However, she is
directing much of her effort toward helping the retailers promote the products. She
would be characterized as belonging to:
a. trade salespeople.
b. field order takers.
c. advisory salespeople.
d. technical salespeople.
e. order getters.
Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk
characters to market a wide variety of toys and clothing items. Marvel Comics received
a percentage of the gross revenues. This is .
a. brand licensing
b. character exploiting
c. co-branding
d. family branding
e. trademark leasing
Papa Johns received negative publicity concerning the quality of the contents used in
making their pizza. The information in the news report was incorrect, and was corrected
on the next newscast. However, Papa Johns wanted to go further and respond to the
issue by creating a web-based journal that gives accurate information about Papa John’s
and the ingredients they use. This journal is an example of:
a. a meme.
b. a wiki.
c. a blog.
d. a podcast.
e. a tweet.
Janet will be devoting more effort to_____in the coming weeks, as she was instructed
by her manager to expand her list of potential customers.
a. approaching customers
b. preapproaching
c. closing the sale
d. following up
e. prospecting in the coming weeks, as she was instructed by her manager to expand
When marketers at Nabisco met with groups of young adults to identify the types of
snacks that youths prefer, they were engaging in the______________phase of the
new-product development process.
a. idea generation
b. business analysis
c. test marketing
d. commercialization
e. product development
The University of Iowa runs a series of ads throughout the Midwest on how friendly
and helpful its faculty, staff, and students are as well as how outstanding its academic
programs are. This type of promotion would best be characterized as .
a. public relations
b. product advertising
c. advocacy advertising
d. institutional advertising
e. comparative advertising
Scenario 13.1
Use the following to answer the questions.
Liz Claiborne Inc. markets several different brands, under their own Claiborne name
label, as well as others. Their primary brands, such as Liz Claiborne, Liz & Co, and
DKNY, are sold to wholesalers. These brands are then available through retail
department stores such as Kohl’s and Macy’s. Their wholesale-based brands division is
positioned as customer-focused and cost-efficient. Their premium brands division
includes labels such as Kate Spade, Juicy Couture, and Mexx. These premium brands
are sold through stores that are owned by Claiborne.
Refer to Scenario 13.1. The Liz & Co brand is sold only at J.C. Penney. This is an
example of distribution.
a. selective
b. routine
c. horizontal
d. intensive
e. exclusive
Which sampling design gives every member of the population an equal chance of
appearing in the sample?
a. Nonprobability
b. Random
c. Quota
d. Stratified
e. Poll
Registration of a brand with the U.S. Patent and Trademark Office provides a firm with
worldwide rights to use that brand for a specified time period.
a. True
b. False
A survey question that requires a yes or no answer is known as a .
a. qualifier
b. multiple-choice question
c. 50-50 question
d. dichotomous question
e. bimodal question
A marketer’s use of framing can make a product characteristic seem more important to a
consumer and can facilitate its recall from memory.
a. True
b. False
A list of the exact magazines, newspapers, and television stations in which an
advertisement will appear, along with the dates and times, is a(n) .
a. advertising plan
b. media plan
c. advertising message
d. advertising appropriation
e. media platform
If a retailer orders a quantity of merchandise to be delivered to his store in Phoenix and
is quoted a price that does not include shipping charges, the retailer is paying
a(n)_________price.
a. F.O.B. destination
b. F.O.B. origin pricing
c. transfer
d. postage-stamp
e. base-point
Which of the following is not one of the major categories of consumer market
segmentation variables?
a. Demographic characteristics
b. Geographic variables
c. Psychographic dimensions
d. Situational variables
e. Behavioristic characteristics
When considering the best channel to use, all of the following are true with regard to
larger firms except they:
a. can use an extensive product mix as a competitive tool.
b. may be better able to negotiate better deals with vendors or other channel members.
c. may have more distribution centers.
d. may have the resources to develop their own sales force.
e. may be better suited to serve customers in a particular region.
When sales go up, advertising should be increased; when sales decline, advertising
should be decreased.
a. True
b. False
Twitter is useful for communications between friends, but not for communications
between businesses and customers.
a. True
b. False