Toyota’s sponsorship of a major Professional Golf Association tournament would be an
example of a(n)_____ tool.
a. advertising
b. public relations
c. sales promotion
d. publicity
e. personal selling
Supply chains driven by firmÂestablished goals focus on the ‘œoperative priorities’ of
speed, quality, cost, or flexibility
as the performance objective.
a. True
b. False
A suggested approach to deleting products, in which each product is evaluated
periodically to determine its impact on the overall effectiveness of a firm’s product mix,
is called a(n):
a. evaluation study.
b. formal evaluation.
c. product inspection.
d. systematic review.
e. reassessment examination.
The intangibility of services results in promotion-related challenges for service
marketers because it is difficult to depict the actual performance of a service in an
advertisement or to display it in a store.
a. True
b. False
During the search for products and evaluating possible suppliers stage of the business
buying decision process, marketers sometimes use ____analysis to examine the quality,
design, materials, and possibly item reduction in order to acquire the product in the
most cost-effective way.
a. cost
b. value
c. profit
d. demand
e. SWOT
Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for
which he is the regional manager. He knows that new car sales are down by reading the
paper, so he thinks that people should be driving more used cars, which need repairs.
Wade knows that he needs to find out why customers are coming to the stores in his
area, and the best way to approach this problem and obtain accurate information is to
use:
a. the marketing research process.
b. the opinions of store managers.
c. the company sales data.
d. hypothesis testing.
e. stratified sampling of customers.
The process of dividing a total market into market groups because people within each
group have relatively similar product needs is called:
a. segmentation.
b. diversification.
c. target marketing.
d. concentration.
e. customization.
Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar,
Krackel, Hershey’s Kisses, Reese’s Peanut Butter Cups, Rolo, and Twizzlers. These
candies best illustrate Hershey’s product mix .
a. width
b. depth
c. length
d. volume
e. life cycle
competitors provide very different products that satisfy the same basic customer need.
a. Brand
b. Generic
c. Total budget
d. Product
e. Marketing
Experimental research is used to make tentative hypotheses more specific.
a. True
b. False
Expecting ethical business behavior reflects our culture.
a. True
b. False
The product development stage of the new-product development process determines the
technical feasibility of producing a new product.
a. True
b. False