With ________, the seller pays both the cost of loading and transporting the product to
the customer.
A) uniform delivered pricing
B) basing-point pricing
C) F.O.B. origin pricing
D) F.O.B. delivered pricing
E) F.O.B. factory pricing
Advertising by sampling that is designed to create buzz is called ________.
A) tryvertising
B) groundswelling
C) brand evangelizing
D) viral marketing
E) location-based networking
Seth’s mother didn’t want to have a climbing wall as a permanent feature in her
backyard, but it was certainly convenient to rent one from the company that catered
Seth’s 12th birthday party. The catering company created both ________ utility when it
rented her the climbing wall.
A) form and place
B) place and creation
C) possession and price
D) time and place
E) creation and possession
The Red Baron Gallery has provided funding to Georgia Public Television to help pay
for the rights to broadcast theAntiques Roadshow and is credited at the beginning of the
show for its financial support. This is an example of ________.
A) ambient advertising
B) a special event
C) a sponsorship
D) a sales promotion
E) guerilla marketing
Companies that successfully practice customer relationship management measure
success by ________.
A) share of market and market growth rate
B) business potential and industry potential
C) share of customer and lifetime value of the customer
D) PRIZM and VALS™
E) cost of customer and duration of relationship with customer
Which of the following methods of gathering exploratory data was derived from
anthropology?
A) focus groups
B) one-on-one interviews
C) case studies
D) longitudinal studies
E) ethnography
Consumers usually know a good deal about ________ and are loyal to specific brands.
A) specialty products
B) unsought products
C) impulse products
D) MRO products
E) emergency products
Tiffany & Co jewelry can only be found in a very limited number of intermediaries.
This is an example of ________ distribution.
A) exclusive
B) intensive
C) independent
D) quality
E) high-end
________ involves a channel member purchasing large quantities of a product during a
discount period, warehousing the product, and not buying the product again until
another discount is offered.
A) Hoarding
B) Forward buying
C) Rebating
D) Co-op buying
E) Discounting
NAFTA is a(n) ________.
A) South American economic community
B) common market for eastern and southern Africa
C) economic community that includes Peru, Brazil, and China
D) trade agreement that includes Canada, Mexico, and the United States
E) eastern European economic community that competes with the EU
Which stage in the product life cycle is characterized by rapidly increasing sales and
increasing profits?
A) introduction
B) youth
C) growth
D) maturity
E) development
During which stage of the creative selling process would a salesperson most likely try
to learn about a customer’s prior purchases and personal interests?
A) prospect
B) preapproach
C) qualify
D) close
E) follow-up
The ________ is the potential profit generated by a single customer’s purchase of a
firm’s products over the customer’s lifetime.
A) lifetime value of a customer
B) priority of a customer
C) segmentation of a customer
D) share of a customer
E) equity of a customer
A company newsletter is an example of ________.
A) media relations
B) sponsorship
C) corporate identity
D) internal PR
E) publicity
________ marketing is the marketing of goods and services from one organization to
another.
A) Distributive
B) Consumer
C) Customer
D) Business-to-business
E) Target
Which of the following statements about durable goods is true?
A) Durable goods are more likely than perishable goods to involve low-involvement
decisions.
B) The information search is quicker for durable goods than it is for nondurable goods.
C) Consumers purchasing durable goods are likely to use habitual decision making.
D) Product evaluation is more likely to take place for nondurable goods than for
durable goods.
E) Durable goods provide a benefit over a long period of time.
When a firm analyzes the marketing environment, it is least likely to look at which of
the following?
A) the firm’s current strengths
B) the firm’s current weaknesses
C) the actions of competitors
D) the state of the economy
E) the cost of developing a new product
A growth strategy that attracts users of competitive brands is called a ________
strategy.
A) market development
B) product penetration
C) market penetration
D) diversification
E) product development
Because of ________, it can be difficult to decide what data are useful and what data
are not useful.
A) conversion rates
B) predictive analytics
C) unstructured data
D) search engine optimization
E) information overload
To reduce problems associated with the intangibility of the services offered by a
restaurant, the restaurant owner would be most likely to do which of the following?
A) lower entree prices between 4 p.m. and 6 p.m.
B) provide clean tablecloths and cloth napkins for each new customer
C) empower employees to handle customer complaints
D) offer a service guarantee to ensure customers that food quality will be consistent
E) offer regular employee workshops focusing on customer service
Toro ran a clever preseason promotion on some of its snow blower models, offering
some money back if the snowfall in the buyer’s market area turned out to be below
average. This is an example of a ________.
A) rebate
B) premium
C) price-off pack
D) continuity program
E) sweepstake
________ is the execution format that depicts typical people using the product in an
everyday setting.
A) Lifestyle
B) Fantasy
C) Slice of life
D) Testimonial
E) Demonstration
The ________ is the member of the buying center whose primary function is handling
the details of the transaction.
A) buyer
B) gatekeeper
C) decider
D) initiator
E) influencer
Which promotional mix strategy directs marketing efforts toward final consumers?
A) push
B) pull
C) flighting
D) pulsing
E) AIDA
A ________ is someone who searches through multiple, disparate data sources in order
to discover insights that will provide a competitive advantage.
A) search engine optimizer
B) data broker
C) data warehouser
D) data scientist
E) reality miner
The series of steps through which a marketer attempts to guide a consumer is called the
________.
A) promotional mix
B) marketing mix
C) hierarchy of effects
D) AIDA model
E) push-pull model
Toronto-based Loblaw supermarket chain developed President’s Choice brand products
to sell exclusively in its stores. President’s Choice is an example of a ________.
A) manufacturer brand
B) national brand
C) cobrand
D) generic brand
E) private-label brand
________ is the feeling component of attitudes.
A) Affect
B) Cognition
C) Behavior
D) Motivation
E) Personality
Which of the following statements about radio as an advertising medium is true?
A) Radio advertising is typically quite expensive.
B) National radio advertising opportunities are simple to purchase.
C) One advantage of radio advertising is its flexibility.
D) Radio prohibits the use of segmentation strategies.
E) Radio is defined as a place-based medium.
________ refers to the collection, deployment, and interpretation of information that
allows a business to acquire, develop, and retain customers.
A) Market research
B) Syndicated research
C) Exploratory research
D) Customer insights
E) Predictive technology
In which stage of the consumer’s adoption of a new product does the purchase actually
take place?
A) awareness
B) adoption
C) interest
D) tipping point
E) evaluation