The forecasting techniques that assume past sales patterns will continue into the future
are all variations of:
a. regression analysis.
b. random factor analysis.
c. seasonal analysis.
d. time series analysis.
e. past sales forecasting surveys.
PepsiCo has developed a new flavor of soft drink that it wants to test to determine
reactions of probable buyers.
Which of the following test-market characteristics would be least useful to PepsiCo
when testing the new soft drink?
a. There are research and audit services available in the test area.
b. Retailers in the test area would be cooperative.
c. Testing efforts would not be easily jammed by competitors.
d. Tourism is a major industry in the test area.
e. The test area has stable year-round sale of soft drinks.
An expected level of performance against which actual performance can be compared is
a:
a. strategic window.
b. performance objective.
c. performance indicator.
d. performance standard.
e. core competency.
Institutional advertising and promotional advertising are the two basic categories of
advertising.
a. True
b. False
When marketing researchers try to manipulate an independent variable and measure the
resulting changes in a dependent variable, they are engaging in .
a. surveys
b. secondary data gathering
c. interviews
d. observation
e. experimentation
When selecting specific target markets, a firm should:
a. revert to an undifferentiated approach if the market is deemed heterogeneous.
b. choose the segments most in line with the firm’s objectives and long-term growth.
c. choose all segments that are determined to be profitable for the organization.
d. choose the minimum number of segments necessary to achieve company sales
potential.
e. pick the segments with the best sales forecasts for the upcoming period of time.
People for the Ethical Treatment of Animals (PETA) have held protests against the sale
of coats made of animal furs. PETA’s efforts to change shoppers’ attitudes represent a
force for fur retailers.
a. technological
b. political
c. sociocultural
d. self-regulatory
e. controllable
One problem with using psychographic variables for segmentation purposes is that they
are difficult to measure accurately.
a. True
b. False
Which of the following buying situations is most consistent with routinized response
behavior?
a. Ian buying his first pair of basketball shoes
b. Molly buying a new set of tires for her car
c. Aaron buying a new fishing rod and reel
d. Stephanie buying bottled water
e. Bryan buying a new software program
The knowledge about marketing enables consumers to evaluate the types of corrective
measures needed to stop questionable marketing practices.
a. True
b. False
The primary psychological influences on consumer behavior are:
a. perception, motives, learning, attitudes, personality, and lifestyles.
b. attitudes, perception, retention, exposure, roles, and lifestyles.
c. attitudes, perception, social class, culture, and learning.
d. perception, motives, reference groups, social class, and personality.
e. lifestyles, personality, perception, motives, attitudes, and culture.
In its advertisements, Regent Hair Care Products claims that its KLTR-14 gel will
restore the hair of bald men.
Even though Regent shows supporting evidence in its ads, members of the National
Advertising Review Board (NARB) believe the claim is unsupportable. Which of the
following actions can be taken by the National Advertising Review Board?
a. Force Regent Hair Care Products to stop running the advertisement.
b. File a complaint with the Federal Trade Commission.
c. Fine Regent Hair Care Products for each time the ad appears.
d. Sue Regent Hair Care Products in federal court.
e. Sue Regent Hair Care Products in state court.
After purchasing a new Lexus, Brandon sees an Infinity pass by on the street and begins
to wonder if he made the right choice. Brandon is experiencing:
a. routinized response behavior.
b. cognitive dissonance.
c. situational involvement.
d. alternative evaluation.
e. enduring involvement.
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales
are disadvantages of:
a. advertising.
b. public relations.
c. sales management.
d. sales promotion.
e. personal selling.
During the evaluation of relevant market segments, competitive assessment is used
primarily to determine the possibility of additional competitors entering particular
segments.
a. True
b. False
Trogan Co. is a multinational electronic commerce company. The company’s pricing,
service, and customer support enable it to generate more sales and retain more
customers than its competition. In this scenario, what does Trogan Co. have over its
competitors?
a. A subordinate share of the market
b. A strategic window
c. Empowerment
d. A market opportunity
e. A competitive advantage
is a popular photosharing site on the Internet.
a. LinkedIn
b. YouTube
c. Sound Cloud
d. Scribd
e. Flickr
A support salesperson who usually advises customers on product characteristics and
application, system design, and installation procedures is a(n):
a. trade salesperson.
b. inside order taker.
c. field order taker.
d. missionary salesperson.
e. technical salesperson.