Beyond the obvious limitation that the package must be large enough to hold the
product, a package can be designed to appear taller or shorter.
a. True
b. False
Which of the following is not a ‘œcustomer contact’ characteristic in services
marketing?
a. High-contact services typically require that the customer go to the production facility.
b. High-contact services are less expensive to deliver because they are typically
equipment-based.
c. Employees of high-contact service providers are part of a very important ingredient
in creating satisfied customers.
d. Service companies can minimize customer dissatisfaction by changing high-contact
services into low-contact services.
e. An employee training program is an effective way to ensure effective customer
contact and resolve issues with customers.
Lynn Taylor sells Revlon cosmetics on consignment to grocery stores, maintains the
display racks, and restocks when necessary. Lynn’s job is best described as a _____.
a. rack jobber
b. drop shipper
c. general merchandise wholesaler
d. cash-and-carry wholesaler
e. truck jobber
Psychological influences that determine where a person purchases products on a regular
basis are called:
a. convenience responses.
b. patronage motives.
c. shopping motives.
d. pattern responses.
e. routine decisions.
Frito Lay introduces a new variety of Doritos initially in Ft. Worth, Texas; Columbia,
South Carolina; Peoria, Illinois; and Spokane, Washington. After its initial success,
Frito Lay markets the Doritos in the whole of the selected states, then in the adjacent
states, and finally in the entire country. Frito-Lay is using a______________for its new
variety of Doritos.
a. multi-stage introduction
b. rollout approach
c. test-market expansion
d. mass commercialization
e. trickle-down approach
By giving out free samples, a marketer is trying to influence the direct experiences of
consumers even before they purchase products.
a. True
b. False
Marketing managers can classify a firm’s products into four basic types: stars, cash
cows, dogs, and question marks.
a. True
b. False
Encoding is the process by which a receiver takes the coded message received from the
source and converts it into ideas and concepts.
a. True
b. False
Registration of a trademark with the U.S. Patent and Trademark Office protects
trademarks domestically for
years with indefinite renewals.
a. two
b. thirty
c. eighteen
d. five
e. ten
Long-term relationships with profitable customers are the key objective of:
a. personal selling.
b. customer relationship management.
c. production oriented firms.
d. e-marketing.
e. distribution channels.
Greg works with a group of farmers who provide him with a regular supply of a variety
of fresh vegetables. He picks up their produce and has a regular route of grocers and
restaurants that purchase quantities of the items he has on any given day. Which of the
following types of wholesalers is Greg?
a. A drop shipper
b. A general-line wholesaler
c. A truck jobber
d. A cash-and-carry wholesaler
e. A specialty-line wholesaler
Two-thirds of the world’s total purchasing power is outside the United States.
a. True
b. False
Institutional markets are:
a. intermediaries who resell goods to make a profit.
b. federal and state government units.
c. state or local government units.
d. consumers who buy products for their own use.
e. organizations that seek nonbusiness goals.
When a purchasing agent for a processor manufacturer is offered a bribe by a silicon
manufacturer salesperson:
a. a promotion-related ethical issue has been created.
b. the purchasing agent is free to accept the bribe without consequences.
c. an ethical issue primarily related to the pricing of products exists.
d. there is an ethical dilemma for the purchasing agent that is product related.
e. no ethical issue exists under these circumstances.
The hypothesis being tested determines the general data-gathering approach to use.
a. True
b. False