Which of the following statements is true of buying decisions?
a. The type of buying decision does not affect the promotional mix of an organization.
b. Consumers are not involved in complex buying decisions.
c. Print advertising can be useful for highinvolvement purchase decisions.
d. Personal selling is most effective in helping consumers in routine decisions.
Consumers try to reduce dissonance by justifying their purchase decision.
a. True
b. False
Why do marketers segment their markets and what are the basic criteria for doing so
successfully?
a. Segments must be composed of people with different product needs.
b. Segments must be composed of people with different characteristics.
c. Segments must be large enough to warrant developing and maintaining a special
marketing mix.
d. Segments must be divided according to the North American Industry Classification
System.
_____ is a process whereby a consumer notices certain stimuli and ignores others.
a. Stimulus generalization
b. Selective exposure
c. Cognitive dissonance
d. Selective retention
According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who
read blogs, listen to podcasts, watch videos, and generally consume media.
a. conversationalists
b. inactives
c. critics
d. spectators
Fluctuating demand is the demand for two or more items used together in a final
product.
a. True
b. False
Marketers have found that social news sites are useful for creating conversations around
relevant issues.
a. True
b. False
Which of the following refers to any tool or service that uses the Internet to facilitate
conversations?
a. Social media
b. Promotional media
c. Social commerce
d. Traditional media
When considering ethical theories, which statement is true of moral relativism?
a. Moral relativists believe that an act is always ethically wrong if it is legally wrong.
b. It does not believe in absolute rules.
c. Moral relativists believe that the most beneficial choice for the most people is
ethically correct.
d. It is a belief based on rules and individual obligations.
A __________ strategy occurs when multinational firms enable individual subsidiaries
to compete independently in domestic markets.
a. multidomestic
b. multinational
c. global
d. capitalintensive
Which of the following statements is true of content marketing?
a. It includes media such as videos, podcasts, webinars, and blog posts.
b. It includes materials such as steel or lumber mills and food canners.
c. It includes components such as spark plugs and electric motors.
d. It includes equipment such as portable drills and microcomputers.
The growth stage of the product life cycle (PLC) represents the fullscale launch of a
new product into the marketplace.
a. True
b. False
Which of the following identifies the specific communication task that a campaign
should accomplish for a specified target audience during a specified period?
a. Advertising gimmick
b. Advertising objective
c. Competitive advertising
d. Pioneering advertising
Which of the following entails the logistical function of intermediaries in marketing
channels?
a. Sorting, accumulation, consolidation, and/or allocation of assets to conform to
customer requirements
b. Researching data on channel members and consumers
c. Explaining a product’s features, advantages, and benefits
d. Contacting prospective buyers to make them aware of existing products
At the _____ level of relationship marketing, a firm uses pricing incentives to
encourage customers to continue doing business with it.
a. financial
b. customization
c. structural
d. social
Eve Aura, a manufacturer of bath and beauty products, predominantly sells convenience
products. Given this information, which is a characteristic of Eve Aura’s products?
a. They are bought very rarely by consumers.
b. They require wide distribution in order to sell sufficient quantities.
c. They are purchased after more planning effort than specialty products.
d. They will be more expensive than shopping products.
Marketing that aims at markets across the world is called _________.
a. global marketing
b. outsourcing
c. inshoring
d. regional marketing
A form of advertising that compares two or more specifically named or shown
competing brands on one or more specific attributes is called:
a. institutional advertising.
b. product advertising.
c. corporate advertising.
d. comparative advertising.
Experiential marketing is the coordinated effort to handle the effects of unfavorable
publicity, ensuring fast and accurate communication in times of emergency.
a. True
b. False
This demographic group belonged to the Great Depression generation and had the
ability to quietly persevere through great hardships. They were taught to play by the
rules and tend to be cautious and are the healthiest, most educated, and wealthiest group
of elders. Identify which demographic group is described.
a. The silent generation
b. The sandwich generation
c. Generation Z
d. Generation Y
Which statement indicates a key advantage of carrying private brands?
a. A manufacturer can decide to drop a brand or a reseller at any time or even become a
direct competitor to its dealers.
b. Many manufacturers offer rapid delivery, enabling the dealer to carry less inventory.
c. If a dealer happens to sell a manufacturer’s brand of poor quality, the customer may
simply switch brands and remain loyal to the dealer.
d. Heavy advertising to the consumer by manufacturers helps develop strong consumer
loyalties.
Adequate distribution for a new product can often be attained by
a. offering a largerthanusual profit margin to distributors.
b. having different model or serial numbers for products.
c. allowing customers to get involved in showrooming.
d. increasing the prices of the products.
Which of the following is an American value?
a. Selfsufficiency
b. Upward mobility
c. Achievement orientation
d. All of the above
The form of advertising that is heavily used during the introductory stage of the product
life cycle and offers consumers indepth information about the benefits of the product
class is:
a. institutional advertising.
b. pioneering advertising.
c. competitive advertising.
d. comparative advertising.
Shopper marketing has significant implications for retailers’ supply chains, which must
react more quickly to customer demand changes as instore initiatives become ______.
a. more unique and longterm and products become more customized
b. more unique and shortterm and products become more standardized
c. less unique and shortterm and products become more customized
d. more unique and shortterm and products become more customized
Which of the following is a reason for the increasing popularity of the integrated
marketing communications concept?
a. More selectively segmented markets have replaced the traditional broad market
groups to which marketers promoted in the past.
b. Marketers are discontinuing the use of online advertising because it lacks
measurability.
c. The proliferation of thousands of media choices beyond traditional television has
made promotion easier.
d. Marketers have increased their advertisement spending for promotional techniques
that generate gradual sales responses.
Will, a salesperson at a superstore, mistakenly provides wrong information to a
customer about the location of a specific brand of dishwashing liquid. The customer, as
a result, wastes time searching for the product. This is an example of brand
cannibalization.
a. True
b. False
Social change is one of the easiest external variables for marketing managers to forecast
and assimilate into marketing plans.
a. True
b. False
Which of the following statements is the objective of public relations?
a. To create the promotional mix for an organization
b. To educate the public about a company’s goals and objectives
c. To receive direct feedback from customers
d. To facilitate consumer empowerment
Anything that is legal is ethical.
a. True
b. False
Five types of internal integration are sought by firms interested in providing toplevel
service to customers: relationship integration, measurement integration, technology and
planning integration, material and service supplier integration, and customer
integration.
a. True
b. False
Which of the following is a disadvantage of supply chain globalization?
a. It restricts companies from availing taxes imposed on imported goods and services.
b. It increases labor costs and materials costs for companies.
c. It exposes companies to risks associated with geopolitical conflict.
d. It leads to stagnation of company technology or knowledge.
When there are many substitutes available in the market for a particular product,
consumers
a. have a hard time switching from one product to another, making demand more
elastic.
b. have a hard time switching from one product to another, making demand more
inelastic.
c. can easily switch from one product to another, making demand more elastic.
d. can easily switch from one product to another, making demand more inelastic.
When developing marketing research projects, the research design specifies
a. how and when data will be gathered.
b. which management decision problem needs to be solved.
c. what modifications should be made to the approved project budget.
d. how strategic planning is to be done.
Ethics refers to a firm’s belief that an ongoing relationship with another firm is so
important that it warrants maximum efforts at maintaining it indefinitely.
a. True
b. False