When a company that produces computer printers prices them low, but the ink required
to operate the printer is priced higher per relative usage, it is using:
a. bait pricing.
b. premium pricing
c. penetration pricing.
d. price lining.
e. captive pricing.
The Sharper Image likes to use nonpersonal communication in news story form such as
press releases for its new and improved products. This is an example of:
a. sales promotion.
b. direct marketing.
c. personal selling.
d. publicity.
e. social media promotion.
In quota sampling, all elements in a population have an equal chance of appearing in
the sample.
a. True
b. False
A marketing strategy is a written document that specifies the activities to be performed
to implement and control a firm’s marketing activities.
a. True
b. False
An online survey conducted for students which registers them for their fall semester
classes asked, “Do you think online professor evaluation forms would be better than
paper and pencil forms administered during class?” This is an example of a(n) question.
a. close-ended
b. short answer
c. multiple-choice
d. open-ended
e. dichotomous
The time that a buyer has to make a purchase decision is a situational influence.
a. True
b. False
During the value analysis stage of the buying decision process, the focus is primarily on
the examination of the cost of products relative to design, quality, and materials used.
a. True
b. False
The management team at Tablerock Foods believes that it has come up with a delicious
low-calorie dessert, but it is uncertain about the type of promotional and pricing
campaigns to be used that can ensure better receptivity by
consumers. In this instance, the management team should probably proceed to
the______________stage of the new-product development process.
a. idea generation
b. commercialization
c. screening
d. test marketing
e. product development
If Carnival Cruise Lines increased the price of its seven-day cruise package by 10
percent and, as a result, experienced a 20 percent decline in customer bookings,
Carnival’s demand would be:
a. steady.
b. inelastic.
c. elastic.
d. prestige.
e. marginal.
Convenience products are .
a. relatively inexpensive, frequently purchased items for which buyers exert only
minimal purchasing effort
b. inexpensive items for which buyers are willing to exert considerable effort
c. rarely purchased items that are found in certain retail outlets
d. items that are expensive but are easy to purchase
e. items that require some purchase planning and for which the buyer often will not
accept substitutes
By locating in the same general vicinity as other car dealerships, Hartfield Honda can
a. facilitate comparison shopping.
b. create form utility.
c. facilitate wholesale exchanges.
d. create possession utility.
e. create exchange utility.
The depth of a product mix is measured by the average number of:
a. convenience products as compared with the number of specialty products.
b. different product lines offered by the company.
c. different products items offered in each product line.
d. specialty products as compared with the number of convenience products.
e. product features that the company offers.
Before posting information on a blog, the blogger must make certain that the
information is accurate.
a. True
b. False
A marketer can use regression analysis techniques to predict the sales of new products.
a. True
b. False
An individual considers whether a product will meet certain criteria that are critical for
meeting his or her needs.
The individual is in the stage of the product adoption process.
a. interest
b. awareness
c. evaluation
d. trial
e. adoption