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What is the first element that a reader most likely notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) tone
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to
industry design changes and consumer demands, for the next financial year, six of those
stampings will require a slight change: two will have an extra hole punched through the
side, two will require an extra plating process, and two will require an additional weld
operation.
In the meantime, the purchasing agent Richard Koehl has been asked to reduce the
number of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price
quotations and steel samples from his current suppliers, Richard faced a dilemma. Until
now, he had selected his suppliers based on quality and price, but the major
consideration had been the type of steel required and the specialized production
processes of his respective suppliers. Not all of Alpha's suppliers could produce the
exact grades of steel needed; some suppliers were better at producing certain types of
steel than others.
Richard contacted several employees at Alpha who had worked with the various types
of steel in the past. The quality control manager and line inspector, for example, could
help to determine which suppliers had the capabilities of producing specific types of
steel. The production control manager could provide input regarding which types of
steel worked best in which presses. The warehouse foreman gave inputs regarding how
long various types of steel could be held in inventory before rust spots began to form on
their surfaces. Each person contributed the necessary information to help Richard in
making his decision.
The demand for Alpha Stampings' products is ultimately based on the demand for new
automobiles in the consumer market. This is an example of ________ demand.
A) negative
B) latent
C) primary
D) derived
E) composite
After creating a message strategy statement, the advertiser must develop a compelling
________ that will bring the message strategy to life in a distinctive and memorable
way.
A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle
________ assumes that nations close to one another will have many common traits and
behaviors.
A) Geographic segmentation
B) Occasion segmentation
C) Psychographic segmentation
D) Benefit segmentation
E) Demographic segmentation
A long-standing charge against intermediaries is that they mark up prices beyond the
________.
A) value of their services
B) delivery charges
C) going market price
D) promotion cost
E) resale value
Skoda used a hard rock version of Julie Andrews' track "My Favorite Things" by the
band Sound Tree to promote the new model of Fabia. Which of the following message
execution styles is illustrated in this example?
A) personality symbol
B) musical
C) fantasy
D) lifestyle
E) slice of life
Which of the following refers to a nonprobability sample in which the researcher uses
his or her evaluation techniques to select population members who are good prospects
for accurate information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
________ distribution is a strategy in which producers of convenience products and raw
materials stock their products in as many outlets as possible.
A) Direct
B) Intensive
C) Inclusive
D) Exclusive
E) Selective
A(n) ________ brings buyers and sellers together and assists in negotiations.
A) agent
B) broker
C) retailer
D) wholesaler
E) industrial distributor
In which of the following would the buyer reorder a product without any modifications?
A) reverse auction
B) solution selling
C) new task
D) straight rebuy
E) modified rebuy
________ features marketing messages and promotions delivered to on-the-go
consumers through their handheld devices.
A) Kiosk marketing
B) Ambush marketing
C) Direct-mail marketing
D) Mobile marketing
E) Catalog marketing
People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias
Which of the following is a selling decision that may be called into question under the
law?
A) predatory pricing
B) product warranty
C) bait-and-switch advertising
D) promotional allowances and services
E) disclosure of customer rights
Which stage in the product life cycle is characterized by rapid market acceptance and
increasing profits?
A) introduction
B) maturity
C) growth
D) decline
E) product development
A ________ is a group of retail businesses built on a site that is planned, developed,
owned, and managed as a unit.
A) warehouse club
B) franchise
C) shopping center
D) supermarket
E) hypermarket
