Goods tend to be less standardized and uniform than services because they have greater
heterogeneity.
a. True
b. False
Answer:
In the context of marketing planning, _____ provides the mechanisms for evaluating
marketing results in light of the plan’s objectives, and for correcting actions that do not
help the organization reach those objectives within budget guidelines.
a. implementation
b. control
c. environmental scanning
d. marketing myopia
Answer:
Ego strength is one of the traits that sales managers look for while recruiting
salespeople.
a. True
b. False
Answer:
The North American Industry Classification System (NAICS) data can be used to:
a. identify scope for new product lines.
b. determine purchase motives of customers.
c. classify consumer behavior.
d. identify potential new customers.
Answer:
Consumer penalties are extra fees paid by retailers to consumers for violating the terms
of a purchase agreement.
a. True
b. False
Answer:
Law is not a perfect mechanism for ensuring good corporate and employee behavior.
a. True
b. False
Answer:
Retailers simplify distribution by cutting the number of transactions required by
consumers, making an assortment of goods available in one location.
a. True
b. False
Answer:
YouTube is an example of a microblog.
a. True
b. False
Answer:
What is a moderator’s major role in online focus groups?
a. To limit a discussion to closed-ended questions
b. To type in questions online for all respondents to see
c. To make sure the costs incurred with online focus groups remain relatively low
d. To let respondents control a discussion
Answer:
Researchers at PPG Industries Inc. spent considerable time, effort, and money
developing a bluish windshield that would let in filtered sunlight but block out heat.
PPG had not conducted market research before deciding to design the windshield.
Moreover, the windshield is priced higher compared to the other brands. The company
has now introduced the windshield in the market and is hoping that the customers will
like it. PPG most likely has a(n)_____orientation.
a. exchange
b. production
c. sales
d. promotion
Answer:
A marketing mix typically involves:
a. distribution strategies.
b. divestiture strategies.
c. restrictive covenants.
d. federal regulations.
Answer:
Which of the following is a distinct feature of a product/service differentiation
competitive advantage?
a. Using government subsidies
b. Controlling overhead costs
c. Establishing a brand name
d. Obtaining inexpensive raw materials
Answer:
Department stores seldom make demands on their suppliers to cover the heavy
discounts and markdowns on their own selling floors.
a. True
b. False
Answer:
Diffusion Research Company specializes in conducting market research for various
firms. When it receives proposals for new research, its management will first estimate
the cost of conducting the research and producing and delivering the final research
report. The management then adds 30 percent to that cost estimate. This becomes the
price estimate given to the potential research client. This suggests that Diffusion
Research Company uses a _____ pricing objective.
a. profit-oriented
b. market share maximization
c. status quo
d. sales maximization
Answer:
_____ is the point at which a customer and a company representative exchange
information and develop learning relationships.
a. Lead generation
b. An intervention
c. Lead qualification
d. An interaction
Answer:
Maslow’s hierarchy of needs is a popular theory about the motives that drive people’s
particular needs at particular times.
a. True
b. False
Answer:
Imitating a rival’s competitive advantage requires the company to first identify the
rival’s competitive advantage.
a. True
b. False
Answer:
A(n) _____ strategy is not possible when the brand name has a negative or vulgar
connotation in the local language.
a. repositioning
b. one-brand-name
c. co-branding
d. individual branding
Answer:
The AIDA concept:
a. does not include personal selling, advertising, and public relations.
b. does not explain how all promotions influence purchase decisions.
c. assumes that consumers regularly go through each stage of the process during all
purchases.
d. indicates that a purchase decision is the same for high-involvement and
low-involvement products.
Answer:
Meek’s Hunting Emporium is a retail store that sells equipment required for hunting. It
has established an advertising plan that allows it to advertise every day prior to the
opening of quail, deer, and turkey hunting seasons on four local radio stations, as well
as in the local newspapers. This is an example of:
a. message execution.
b. a media profile.
c. audience selectivity.
d. a media schedule.
Answer:
Which of the following considered by marketers is most closely related to distribution
strategies?
a. How can we make our product packaging attractive?
b. Which market segment should we target?
c. How can we effectively store raw materials?
d. What should be our medium for advertising?
Answer:
Phoenix Automated Retail Servicesspecializes in DVD rentals via automated retail
kiosks. If consumers want a particular DVD, they can rent it from Phoenix instead of
searching for itinvariousproduction studios. Phoenixtherefore provides _____ for both
consumers and the production studios.
a. contact efficiency
b. reciprocity
c. synergy
d. forward integration
Answer:
Which of the following statements is true about the Internet?
a. The Internet has shifted all shopping power to consumers
b. Consumer reviews on the Internet about various products tend to be equal in quality
c. Business-to-business auctions on the Internet are likely to be the dominant form in
the future
d. Extranets are programs that search the Internet for the best price for a particular
product
Answer:
_____ are costs that are shared in the manufacturing and marketing of several products
in a product line.
a. Overhead costs
b. Fixed costs
c. Joint costs
d. Opportunity costs
Answer:
Which of the following can be considered as a business opportunity in the context of
SWOT analysis?
a. Qualified employees
b. Good production facilities
c. Low turnover rates
d. Favorable government regulations
Answer:
_____ is an orderly series of stages in which consumers’ attitudes and behavioral
tendencies evolve through maturity, experience, and changing income and status.
a. Socialization
b. Maslow’s hierarchy
c. The family life cycle
d. Showrooming
Answer:
Interest in organized labor is one of the most common attributes among the working
class.
a. True
b. False
Answer:
Which of the following is a difference between vertical conflict and horizontal conflict?
a. Vertical conflict occurs between different levels in a marketing channel, while
horizontal conflict occurs among channel members on the same level.
b. Vertical conflict is found when manufacturers practice multiple distribution
strategies, while horizontal conflict is found when manufacturers practice a single
distribution strategy.
c. Vertical conflict occurs when a wholesaler chooses to bypass a producer, while
horizontal conflict occurs when a producer chooses to bypass a wholesaler.
d. Vertical conflict is primarily characterized by lying and breaking contractual
agreements, while horizontal conflict is primarily characterized by hiding and
withholding information.
Answer:
Yield management systems are used to:
a. determine the availability of product substitutes in industries that are experiencing
rapid change.
b. profitably fill unused capacity by using complex mathematical systems.
c. predict necessary service levels required to achieve revenue goals.
d. determine whether it is financially more feasible to buy a new product or repair a
broken one.
Answer:
Target markets can be selected by appealing to the entire market with one marketing
mix.
a. True
b. False
Answer:
Relish is a bakery that has introduced a range of low-fat pizzas for its present
customers. This is an example of product development strategy.
a. True
b. False
Answer:
Specialty Blades designs precision cutting devices for varied applications. A recent
project involved the company working closely with a medical device company to
develop a combination scalpel and stapler that makes precise cuts on the tissue and
staples closely, which results in less traumatic procedures and quicker patient
recoveries. This is an example of which of the eight critical processes performed by
supply chain managers?
a. Supplier relationship management
b. Returns management
c. Product development and commercialization
d. Order fulfillment
Answer: