Not knowing the roles of key players in the buying process could cause a sales
representative to
A. bid too high a quantity.
B. fail the vendor analysis.
C. respond to an RFP too quickly.
D. waste time and alienate people.
E. misdirect his or her product.
Answer:
Lauren decides to use Twitter to market her hand-painted scarves to other women on
her campus. She sets up a Twitter account with the name @uniquedesignsbylauren and
posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is
selling a lot of scarves. Lauren’s Twitter account is an example of
A. microblogging.
B. media sharing.
C. thought sharing.
D. professional networking.
E. social bookmarking.
Answer:
Bertone’s Office Supplies has large stores resembling warehouse environments, with
racks stocked from floor to ceiling with different types of office supplies. Its assortment
of office supplies is the largest in town, and its prices are low. Bertone’s is a(n)
A. warehouse club.
B. extreme value retailer.
C. off-price retailer.
D. full-line discount retailer.
E. category specialist.
Answer:
One of the reasons service failures need to be addressed quickly is to
A. minimize the zone of tolerance.
B. increase empowerment zones.
C. avoid negative word of mouth from upset customers.
D. avoid a situational ethics conflict.
E. keep management from finding out what happened.
Answer:
Which of the following types of research would be considered quantitative research?
A. experimental research
B. observational research
C. focus group research
D. social media monitoring
E. in-depth interviews
Answer:
Dawn works for a firm that buys products directly from the manufacturer and resells
them to retailers, who then sell the products to consumers. Dawn works for a
A. retail distribution center.
B. retail jobber.
C. store representative.
D. wholesaler.
E. manufacturer’s representative.
Answer:
To attract and maintain habitual purchasers, marketers spend considerable effort
A. analyzing consumer data for postpurchase dissonance signals.
B. creating strong brands and store loyalty.
C. cultivating cultural decision making.
D. reducing financial risk and increasing psychological payout.
E. offering alternative brands.
Answer:
LinkedIn is an example of which type of social media site?
A. social networking
B. media sharing
C. thought sharing
D. photo sharing
E. corporate blogging
Answer:
Barak is considering buying a hybrid car, but he’s not sure that he believes the gas
mileage estimates. Barak is concerned about
A. physiological risk.
B. social risk.
C. financial risk.
D. safety risk.
E. performance risk.
Answer:
To meet or exceed customers’ expectations, marketers must
A. know where customers live.
B. know how often consumers buy their products.
C. determine what those expectations are.
D. recognize that expectations are tangible.
E. empower customers to meet their own expectations.
Answer:
Because services like airline flights and hotel beds are _________, many marketers
attempt to match demand with supply using pricing strategies.
A. intangible
B. inseparable
C. heterogeneous
D. perishable
E. accountable
Answer:
Four companies dominate the cereal industry. These firms produce in large volumes,
promote heavily, and control access to the supermarket shelves through ‘slotting
allowances,” which are payments to retailers in return for shelf space. Combined, these
four firms have
A. identical marketing mixes.
B. customer excellence.
C. a sustainable competitive advantage.
D. achieved product excellence.
E. violated laws governing competition.
Answer:
A generational cohort is a group of people
A. who share similar ethnic characteristics.
B. who grew up and went to school together.
C. with the same beliefs and values.
D. who are of the same generation.
E. who are not open to new things.
Answer:
Companies can find out a lot about customers using sentiment analysis on sites like
Facebook and Twitter, or put another way, by
A. reacting.
B. exciting.
C. engaging.
D. listening.
E. educating.
Answer:
Culture affects
A. how consumers decide to make their purchases.
B. what consumers decide to purchase.
C. when consumers decide to make their purchases.
D. where consumers decide to make their purchases.
E. every aspect of consumers’ purchase decisions.
Answer:
“Black Friday,” as the day after Thanksgiving has come to be known in the United
States, is a day marked by many special deals in most retail stores, including
deep-discounted products available in limited quantities, called “doorbusters,” which
are designed to get shoppers into the store. But one danger of running out of the
doorbuster deals is that a shopper may become angry or discouraged at failing to get the
special item and decide not to do any more shopping. This is an example of the impact
of __________ on the consumer decision process.
A. the purchase situation
B. lifestyle
C. setting high expectations
D. perception
E. learning
Answer:
B2B buying decisions are often made by
A. governors.
B. influencers.
C. committees.
D. resellers.
E. consumers.
Answer:
Each time an employee at an audio store makes a sale of $500 or more, the department
manager awards a chocolate gold coin in recognition of the employee’s
accomplishment. This reward is known as a
A. nonfinancial reward.
B. financial reward.
C. bonus.
D. commission.
E. salary increase.
Answer:
When Meg planned her trip to Australia, she spent months evaluating packages,
airfares, and hotel accommodations. Meg’s trip is an example of a(n) ________ product.
A. specialty
B. convenience
C. unsought
D. shopping
E. sought
Answer:
Wholesalers sell to all of the following except
A. businesses.
B. manufacturers.
C. retailers.
D. consumers.
E. industrial users.
Answer:
Marketers need to think about the product offer on three levels. Which of the following
levels includes associated services such as warranties, financing, support, and after-sale
service?
A. augmented product
B. core customer value
C. actual product
D. modified product
E. core product
Answer:
A local furniture store buys furniture from various manufacturers and resells the
furniture to its customers. What type of marketing channel does this represent?
A. horizontal
B. vertical
C. indirect
D. direct
E. simple
Answer:
Jackson manages an upscale French restaurant in the Washington, DC, area. His
restaurant offers a few specials each evening in addition to its regular menu. Jackson
has trained his servers to report comments and requests for items that have previously
been offered only as specials. Jackson uses this information to reduce the __________
gap in services marketing.
A. seniority
B. knowledge
C. standards
D. delivery
E. communication
Answer:
The sale of products that may damage the environment, the use of sweatshop labor, and
the marketing of dangerous products are examples of
A. internal, controllable marketing issues.
B. issues that don’t even need to be discussed in ethical firms.
C. marketing issues but not ethical issues.
D. marketing ethical issues.
E. ethical issues but not marketing issues.
Answer:
When McDonald’s comes up with a new drink or sandwich for its restaurants, it often
markets it in a dozen or so of its outlets. When the company does this, it is engaged in
A. pretesting.
B. product launch.
C. test marketing.
D. product development.
E. concept testing.
Answer:
Exchange control refers to the regulation of a country’s
A. comparative inflation rate.
B. countertrade exchange.
C. quota rate of exchange.
D. exchange tariffs.
E. currency exchange rate.
Answer:
Supermarkets collect information about individual customers through their use of
loyalty cards and then analyze the data to look for patterns in purchases. This is an
example of
A. data mining.
B. data recovery.
C. data entry.
D. data analysis.
E. data modeling.
Answer:
The proliferation of new media alternatives has led many firms to shift their
promotional budgets from
A. publicity to public relations.
B. personal selling to advertising.
C. integrated marketing communications to disintegrated marketing communications.
D. indirect marketing to viral marketing.
E. advertising to direct marketing and website development.
Answer:
__________ offer a limited assortment of general merchandise at very low prices and
are often found in lower-rent locations.
A. Department stores
B. Off-price retailers
C. Discount stores
D. Extreme value retailers
E. Category specialists
Answer:
After the advertiser has decided on the message, type of ad, and appeal, its attention
now shifts to
A. logistical support.
B. new product development.
C. advertising assessment.
D. determining why they should advertise.
E. creation of the advertisement.
Answer:
Google and other search engines allow marketers to bid to have their ads shown when
consumers search on keywords related to the firm’s products. These marketers are
attempting to create value through
A. product.
B. price.
C. promotion.
D. place.
E. cost-based measures.
Answer:
Although a sales representative may skip a step in the personal selling process or might
sometimes have to go back and repeat steps, there is logic in the sequence. Which of the
following would not be appropriate in the personal selling process?
A. Before a salesperson can work through the preapproach, leads must be qualified.
B. The customer’s reservations must be addressed before closing the sale.
C. Closing the sale is the finaland most satisfyingpart of the process.
D. Carefully working through the preapproach will make the next stepthe sales
presentationmore effective and efficient.
E. Follow-up may include additional sales for the representative.
Answer: