Which of the following is true about the product sales force structure?
A) A product sales force structure is most appropriate for a company that manufactures
a small number of simple products.
B) In a product sales force structure, each salesperson is assigned to an exclusive
geographic area and sells the company’s full line of products or services to all
customers in that territory.
C) In a product sales force structure, salespersons specialize in only a particular product
line as the company produces numerous and complex products.
D) In a product sales force structure, a single salesperson can become an expert in all
product categories.
E) In a product sales force structure, specialization is highly discouraged.
Which of the following is true of ethnographic research?
A) It is a type of experimental research that involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural
environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data
sources.
E) It is a form of survey research.
Leicestershire Renovations has a history of problems with customers who do not pay
their bills on time. Leicestershire Renovations wants to improve its cash situation,
reduce bad debts, and reduce credit-collection costs. Which of the following forms of
pricing would most likely help the firm achieve its goal?
A) by-product pricing
B) zone pricing
C) cash discounts
D) product bundling
E) quantity discounts
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
What is a disadvantage of a viral success?
A) Many people will see the marketing message.
B) The cost per exposure is relatively low.
C) Word-of-mouth is strong.
D) Publicity is always good.
E) Marketers have little control over where the message ends up.
________ means that service quality depends on the quality of buyer-seller interaction
during the service encounter.
A) Interactive marketing
B) Service differentiation
C) Service productivity
D) Corporate image marketing
E) Traditional external marketing
A market-skimming pricing strategy should NOT be used for a new product when
________.
A) the product’s quality and image support its higher price
B) enough buyers want the products at that price
C) competitors are unable to enter the market
D) competitors can undercut prices easily
E) producing a smaller number of goods is feasible
BRICS countries are examples of ________ economies.
A) raw material exporting
B) industrializing or emerging
C) subsistence
D) industrial
E) totalitarian
Business information services such as Experian Marketing Services and Nielsen help
marketers to ________.
A) save significant amounts of money on shipping products
B) spend more time identifying potential customers
C) learn more specific details from consumers about their products
D) segment people and locations into marketable groups of like-minded consumers
E) expand their product offerings to interested clients and provide high-quality service
to them
The selling concept is typically practiced ________.
A) to balance consumers’ wants, company’s requirements, and the society’s long-run
interests
B) with products that offer the most in terms of quality, performance, and innovative
features
C) when the company focuses on building long-term customer relationships
D) with goods that buyers normally do not think of buying
E) by customer-driven companies
The ________ concept is specifically focused on future company needs.
A) societal marketing
B) strategic planning
C) direct marketing
D) telemarketing
E) consumer business
Dale’s Drugstore sells cough medicine that is sour and ineffective. This is an example of
a ________ product.
A) societal
B) pleasing
C) salutary
D) deficient
E) desirable
Using a(n) ________ strategy, the producer directs its marketing activities toward final
consumers to induce them to buy the product.
A) pull
B) blitz
C) push
D) buzz
E) pulse
After successfully overcoming a potential customer’s objection to buying the vacuum
cleaner he was selling, Terrence, a salesperson, asked the customer for an order.
Terrence is in the ________ stage of the selling process.
A) follow-up
B) approach
C) preapproach
D) closing
E) prospecting
Which of the following is NOT one of the major variables used in segmenting
consumer markets?
A) demographic
B) behavioral
C) ethical
D) geographic
E) psychographic
Which of the following is the most frequently visited type of retail store?
A) convenience store
B) department store
C) supermarket
D) superstore
E) off-price retailer
While collecting sensitive customer data, market researchers should adhere to all of the
following guidelines EXCEPT ________.
A) asking only for the information needed
B) using information responsibly to provide value
C) providing respondents with the research firm’s contact information
D) sharing information without the customer’s authorization
E) explaining to respondents how the information will be used
Trendy Teens manufactures fashionable clothing and accessories for the tween and teen
female markets. New merchandise with a very different look is rolled out each season
and heavily promoted as the “must-have” style in a variety of media. This information
indicates that Trendy Teens is most likely to be criticized for ________.
A) deceptive promotions
B) shoddy products
C) high-pressure selling
D) poor service to disadvantaged consumers
E) perceived obsolescence
A mission statement serves as a ________.
A) statement of the organization’s net profits
B) plan for short-term sustainability
C) statement of the organization’s purpose
D) statement of the organization’s current liabilities
E) reward plan for the organization’s highly skilled employees
Elmo Corp., a manufacturer of personal computers and printers, recently established an
office furniture exporting business. This is an example of ________.
A) niche marketing
B) local marketing
C) diversification
D) product adaptation
E) downsizing
The ________ refer(s) to all the individuals and units that play a role in the purchase
decision-making process.
A) users
B) influencers
C) buying center
D) gatekeepers
E) systems sellers
In a bid to attract more customers in a market that has several competitors, Barrymore’s
Bakery slashed the prices of all its products by 50 percent. Managers at the firm
reasoned that lower prices would draw in even more customers, making up for the
reduction in price several times over. Which of the following pricing strategies are they
using?
A) market-skimming pricing
B) market-penetration pricing
C) captive-product pricing
D) cash discount pricing
E) by-product pricing
A ________ is made up of the company, suppliers, distributors, and customers who
partner to improve the performance of the entire system.
A) value delivery network
B) horizontal channel
C) consumer base
D) product delivery network
E) product line
Daizy’s is a shop that carries only plus-size clothing. According to this information,
Daizy’s differentiates itself from its competitors based on ________.
A) service mix
B) pricing
C) product assortment
D) store atmosphere
E) distribution strategy
In societal marketing, the ideal goal for companies is to turn all of their products into
________ ones.
A) salutary
B) desirable
C) pleasing
D) durable
E) serviceable
Mary Conti, a sales manager at National Computer Training, wants to evaluate the
performance of her sales force in the New England territory. Which of the following
would Mary most likely use?
A) SWOT analysis
B) breakeven analysis
C) sales forecast
D) expense reports
E) call plan
________ is the practice of tailoring products and marketing programs to suit the tastes
of specific individuals and locations.
A) Mass marketing
B) Trigger-based marketing
C) Differentiated marketing
D) Concentrated marketing
E) Micromarketing
The Pure Drug Company produces insulin, a product with a very stable demand. Even
though the price changed several times in the past two years, the demand for Pure
Drug’s insulin remained relatively unaffected. In this instance, the demand for insulin is
representative of ________ demand.
A) latent
B) negative
C) inelastic
D) derived
E) composite
Major logistics functions are logistics information management, inventory
management, transportation, and ________.
A) advertising
B) product design
C) financial projections
D) warehousing
E) customer sales
Many retailers are now experimenting with limited-time shops that allow them to
promote their brands to seasonal shoppers and create buzz in busy areas. Which of the
following terms best represents such shops?
A) power centers
B) strip malls
C) pop-up stores
D) category killers
E) lifestyle centers
Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific
models. Only Multiprint cartridges are compatible with Multiprint printers, and no two
models share the same specifications. What type of pricing does Multiprint use?
A) product line pricing
B) captive product pricing
C) optional product pricing
D) by-product pricing
E) product bundle pricing
Environmentalism is concerned with damage to the ecosystem caused by global
warming, toxic and solid waste, chemically treated food, resource depletion, and
________ along with other issues.
A) wage inequity
B) nutritional information
C) technological changes impacting individuals
D) the availability of fresh water
E) truth in lending laws
In a(n) ________, consumers interact with new products and marketing tactics in
laboratory stores or virtual online shopping environments.
A) standard test market
B) focus group
C) controlled test market
D) simulated test market
E) individual survey
Companies and their products often create ________.
A) new consumers
B) new technologies
C) new industries and their structures
D) new advertising campaigns
E) new manufacturing methods
The main block of text in a print ad is referred to as the ________.
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement