Brand uniqueness is not important in non-price competition.
a. True
b. False
Problem location and definition is the first step toward finding a solution to a marketing
problem or launching a research study. The first sign of a problem:
a. involves an informed guess or assumption about a certain set of circumstances.
b. is usually accompanied by a cost/benefit analysis.
c. most often comes in the form of customer complaints.
d. is often mentioned in secondary data reports, such as trade journals. e. is typically a
departure from some normal function.
The sales curve peaks in a product’s maturity stage.
a. True
b. False
Initiatives intended to improve an organization’s positive impact on society and the
natural environment are called:
a. environmental marketing.
b. green marketing.
c. socially-responsible marketing.
d. energy-conscious marketing.
e. socially-conscious marketing.
A schedule in which advertisements run for set periods of time, alternating with periods
in which no ads run is known as schedule.
a. continuous
b. skipping
c. pulsing
d. flighting
e. alternating
Jack has just joined a law firm as its purchasing agent for all supplies, equipment, and
service contracts. In his previous position at another company, Jack could make
decisions for any purchase up to $1 million; however, at the new law firm, he can only
make decisions for purchases less than $500,000. Recently, Jack has been working with
a sales representative from a computer software firm about a contract for a new
program to process the firm’s billing statements. Jack signs the contract, even though it
is for $950,000. In this case, Jack______ part of the market for the software
because_____.
a. is; he has very little buying power.
b. is; has the need for the software.
c. is not; he is willing to spend the firm’s money.
d. is; he has the desire for the software.
e. is not; he does not have the authority to purchase.
Sales force objectives are generally established for:
a. the organization as a whole only.
b. the total sales force and each salesperson.
c. just each salesperson but not the whole sales force.
d. for each department or division of the company.
e. long-term but not short-term salespeople.
Starbucks has an agreement with Pepsi Co. through which Pepsi distributes Starbucks’
coffee drink, Frappucino, to grocery stores and other retail outlets. This is an example
of a(n):
a. strategic channel alliance.
b. exclusive distribution.
c. dual distribution.
d. horizontal channel integration.
e. channel leadership.
Which of the following is an idea marketer?
a. Car salesperson
b. Airline pilot
c. Attorney
d. Abuse counselor
e. Orthodontist
If a store has areas for men’s apparel, women’s apparel, housewares, cosmetics, and
jewelry and competes mostly on the basis of service, it is most likely a(n) _____.
a. niche retailer
b. department store
c. off-price retailer
d. superstore
e. category killer
GATT is based on negotiations between member countries to reduce worldwide tariffs
and increase international trade.
a. True
b. False
If a company has very limited promotional resources, it is most likely to use mainly
personal selling.
a. True
b. False
Selling agents perform every wholesaling activity except _____.
a. transporting goods
b. setting prices
c. financing products
d. taking title to products
e. inventory control
While shopping at a local grocery store, Tim sees a display of his favorite brand of
energy drink. He buys some to take home for the weekend. This purchase process
would be described as:
a. routinized response behavior.
b. extended decision making.
c. limited decision making.
d. situational awareness.
e. enduring involvement.
Companies use wikis as internal tools for teams working on projects requiring lots of
documentation.
a. True
b. False
Which of the following is the bestdefinition of green marketing?
a. Using technology and human resources for marketing efforts designed to reduce
waste
b. Developing, pricing, promoting, and distributing products that do not harm the
natural environment
c. Protecting the natural environment through the implementation of programs for
environmental cleanup d. Using only recycled materials in the production, distribution,
and disposal of a company’s products
e. Meeting the criteria necessary to receive the European Eco-label through efforts
designed to protect the natural environment
Technology can help marketers become more productive.
a. True
b. False
Eliminating a wholesaler from a marketing channel will:
a. cut costs and lower prices.
b. not eliminate the functions performed by that wholesaler.
c. eliminate the functions performed by that wholesaler.
d. lead to lower costs but higher prices.
e. reduce channel conflict.
In the Gillette advertisement that claims, “Gillette, the best a man can get,” Gillette is
the communication:
a. receiver. b. channel. c. decoder. d. source.
e. noise.
Cost-based pricing strategies result in a percentage being added to the cost of the
product.
a. True
b. False