The order of the steps in the learning process is:
A. drive, cue, response, reinforcement.
B. cue, response, drive, reinforcement.
C. cue, response, reinforcement, drive.
D. drive, response, reinforcement, cue.
E. reinforcement, drive, cue, response.
According to the text:
A. both micro-marketing and macro-marketing usually cost too much.
B. neither micro-marketing nor macro-marketing costs too much.
C. macro-marketing costs too much in the United States.
D. micro-marketing frequently costs too much.
Identify the FALSE statement regarding promotion to intermediaries.
A. When suppliers offer similar products and compete for attention and shelf space,
intermediaries usually pay attention to the one with the best profit potential.
B. Sales managers handle most of the important communication with intermediaries
who do not want empty promises.
C. Sales promotions targeted at intermediaries usually focus on short-term
arrangements that will improve the intermediary’s profits.
D. Trade ads usually encourage intermediaries to contact the supplier for more
information, and then a salesperson takes over.
E. During sales promotion, intermediaries want to know what they can expect in return
for their cooperation.
A report on a seller’s website that describes how one of its customers solved a specific
problem by using the seller’s products is called a(n):
A. white paper.
B. outsource.
C. executive summary.
D. case study.
E. mission statement.
If a cola producer bought out a Mango juice producer in an attempt to appeal to
health-conscious consumers who do not drink soft drinks, it would be pursuing a
______________ opportunity.
A. market development
B. diversification
C. market penetration
D. product development
Which of the following is NOT a limited function merchant wholesaler?
A. A truck wholesaler
B. A general-line wholesaler
C. A rack jobber
D. A drop-shipper
E. A catalog wholesaler
Which of the following statements about positioning is NOT true?
A. It often makes use of techniques such as perceptual mapping.
B. It refers to how customers think about proposed or present brands in a market.
C. Positioning issues are especially important when competitors in a market are very
dissimilar.
D. It helps marketing managers know how customers view the firm’s offering.
E. Managers make graphs for positioning decisions by asking consumers to make
judgments about different brands.
Installations:
A. are important long-lived capital items.
B. seldom involve multiple-buying influence.
C. are very large expense items for buyers as soon as they buy.
D. are purchased often.
E. are always custom-made.
Ted and Amy Balderas were married last year, at age 24. They have no children and
both are currently working hard to build their careers. Couples like Ted and Amy:
A. are likely to be a poor target for firms that are trying to market a new brand or new
product concept.
B. usually focus on buying durablessuch as furniture and appliances.
C. usually don’t spend money on discretionary purchases.
D. are unlikely to be careful, price-conscious shoppers.
E. None of these is a good answer for couples like Ted and Amy.
Emphasis on standardized e-commerce is appropriate for a business selling situation
that requires:
A. High relationship building and a high degree of standardized information exchange
B. Low relationship building and low degree of consumer product awareness
C. Low relationship building and high degree of standardized information exchange
D. High relationship building and high consumer technology understanding
E. Low relationship building and low degree of standardized information exchange
A marketer will likely need to reposition a product if:
A. very few competitors offer similar products.
B. customers see the product as distinct from other products in the market.
C. marketers see the product as distinct from other products in the market.
D. customers see the product as very similar to other products in the market.
E. marketers see the product as very similar to other products in the market.
Opinion leaders:
A. are usually better educated.
B. are usually wealthier.
C. are people who influence others.
D. are rarely actually involved in product-related discussions with the people who
“follow” them.
E. All of these alternatives are true.
Which of the following would probably be treated as a capital item by a large clothing
manufacturer?
A. Computer-controlled fabric cutting machines.
B. Zippers.
C. Cloth.
D. Buttons.
E. None of these would be treated as a capital item.
A good marketing manager knows that
A. a consumer’s reference group may consist of people with whom the consumer has no
face-to-face contact.
B. most consumers have only one reference group.
C. a consumer’s family is not a reference group.
D. reference groups usually have the most influence on purchases of products which are
not easily seen by others.
E. None of these alternatives is true.
Marketing will not happen unless:
A. e-commerce is flourishing.
B. collaborators are present to simplify exchange.
C. intermediaries are present to facilitate exchange.
D. two or more parties each have something they want to exchange for something else.
E. an economy is market-directed rather than command.
The statement, “I like Southwest Air,” is an example of a(n):
A. belief.
B. intention.
C. attitude.
D. drive.
E. None of these alternatives is correct.
Regarding gross domestic product (GDP) and gross national income (GNI):
A. GDP income measures can give the impression that people in less-developed nations
have more income than they really do.
B. GDP includes foreign income earned in a country, but GNI does not.
C. Both GDP and GNI are widely used measures of national income.
D. GDP and GNI are highest in the more developed industrial nations.
E. All of these alternatives are true.
In which of the following cases will profit be maximized?
A. When marginal revenue is equal to marginal cost
B. When total cost is nearly equal to total fixed cost
C. When total revenue is nearly equal to total cost
D. When total variable cost is nearly equal to total fixed cost
E. When the break-even point is nearly equal to the average cost
Which of the following countries is likely to see a population decline from 2010-2025?
A. Germany
B. Somalia
C. United States
D. United Kingdom
E. China
KeyLine, Inc., engages primarily in the manufacture of touch-sensitive LCD monitors.
The company prices its products so that it earns a 20 percent return on investment.
Which pricing objective is the company following?
A. Meet competition
B. Unit sales growth
C. Nonprice competition
D. Target return
E. Share of market
Which of the following statements is true?
A. Good salespeople are born with inherent selling traits and need little training.
B. All salespeople need training.
C. Selling skills are best learned with interactive web training programs.
D. New salespeople should be immediately sent out on the road to get acquainted with
the firm’s best customers.
E. Training should include on-the-job observation, but classroom and web-based
learning is rarely needed.
Which of the following is NOT relevant regarding why some consumers prefer one
retailer over another?
A. Location.
B. Discount policies.
C. Store hours.
D. Number of salespeople.
E. All of these choices can be relevant.
A ______________ market is a market with broadly similar needs and sellers offering
variousand often diverseways of satisfying those needs.
A. planned
B. target
C. central
D. generic
E. relevant
Marketing
A. affects almost every aspect of our daily lives.
B. offers few exciting or rewarding career opportunities.
C. limits our choices of goods and services every day.
D. focuses an organization on being the first to market a new product.
Accounts such as rent, salaries, taxes and auto expenses are called ______________
accounts.
A. functional
B. general business
C. cost analysis
D. distribution
E. natural
An office manager needs office supplies, so he fills out a form indicating what he needs
and sends it to the purchasing department to be ordered. This form is usually called
A. a purchase order.
B. a requisition.
C. a vendor analysis.
D. a buying center request.
E. the start of the adoption process.
When setting objectives for the whole firm, TOP MANAGEMENT should:
A. involve the marketing manager in the objective setting process.
B. set objectives that focus on the highest possible immediate profit potential.
C. stick to general objectivesin order to maintain flexibility.
D. set objectives beyond what can actually be achievedso everyone will work harder.
E. All of these are useful when setting objectives.
Sweets Galore, the manufacturer of Rainbow brand lollipops, decided to expand into
manufacturing liqueur-filled chocolate truffles. Its buying process for the chocolates,
liqueurs, and molds was extensive, and included setting product specifications and
evaluating sources of supply. This is an example of a
A. straight buy.
B. modified rebuy.
C. straight rebuy.
D. new-task buy.
E. simplified rebuy.
Regarding PROMOTION BUDGETS and PROMOTION BLENDS:
A. A national TV ad might cost less per person reached than a local TV ad.
B. The total cost of mass media may force small firms to use promotion alternatives that
are more expensive per person.
C. A city-wide newspaper ad might cost less per person reached than a neighborhood
newspaper ad.
D. There are some economies of scale in promotion.
E. All of these are good answers.
In the Jockey underwear ads using young people on the beach and the slogan, “Let ’em
know you’re Jockey”, the company is hoping to use __________ groups to influence
consumer behavior.
A. cultural
B. family
C. opinion
D. reference
E. social