Customer benefits include time and effort.
a. True
b. False
Through a series of court decisions, a hierarchy of brand protection based on brand type
has been created. These brand types include all but _____ brands.
a. arbitrary
b. descriptive
c. fanciful
d. generic
e. symbolic
A package of aluminum foil at Kroger supermarket has only a white package with black
letters stating ‘œaluminum foil.’ This product is an example of a brand.
a. manufacturer’s
b. private distributor’s
c. no-name
d. generic
e. no-frills
Marissa goes to Target to purchase school supplies for her two children. As she is
approaching the check-out counter, she sees a vase she just has to have and buys it
immediately. Marissa’s purchase of the vase is an example of:
a. limited decision making.
b. impulse buying.
c. routinized response behavior.
d. addictive consumption.
e. extended decision making.
Another name for the European Union is .
a. the Common Market
b. the European Market
c. the Euro
d. NAFTA
e. AECO
The Church of the Latter Day Saints has used advertising for many years, airing a
commercial TV spot that shows parents actively playing games with their children. The
Church is using the process of marketing to promote its:
a. goods.
b. services.
c. experiences.
d. production.
e. ideas.
If Target were to base its advertising appropriation on the amount that Walmart spends,
it would be using the_____ approach.
a. objective-and-task
b. percent-of-sales
c. industry-standard
d. arbitrary
e. competition-matching
In which stage of the product life cycle do profits start to decline?
a. Introduction
b. Growth
c. Maturity
d. Decline
e. Recovery
Christoff’s Lawn & Lot is a small business that provides landscaping and grass cutting
services during spring and summer. Christoff’s usually sign contracts with customers on
an annual basis, with the terms set out at the beginning of the season. This year, the area
experienced a significant amount of rain, causing the grass to grow more quickly.
Christoff’s was required to cut the grass every time it grew 2 inches, and no matter how
many times it needed cutting, the customer paid the same monthly amount based on the
original contract. The price of gas has now increased by 35% causing Christoff’s to pay
more for their supplies. The demand for gas despite its price represents demand for
Christoff’s Lawn & Lot.
a. elastic
b. inelastic
c. derived
d. joint
e. separate
Corporate executives often prefer marketing research findings to be put into a report .
a. that is full of statistical analysis
b. which examines the ethical implications of implementing the results
c. that exposes no deficiencies or limitations of the research process
d. that is clear, short, and simply expressed
e. which expresses the views of top management about the research problem
______________have been successful because consumers are willing to drive
significant distances to save money buying manufacturers’ closeouts and irregulars.
a. Off-price shopping centers
b. Outlet shopping centers
c. Regional shopping centers
d. Upscale shopping centers
e. Specialty shopping centers