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Which of the following factors will increase the importance of personal selling in the
promotional mix?
a. Increasing emphasis on productivity
b. Lower priced products
c. Standardized products that are easy to understand
d. Transactions that seldom involve trade-ins
Within a business environment, the marketing function is responsible for the creation of
time, place, and ownership utility, whereas the production function creates form utility.
a. True
b. False
Individuals who are capable of affecting the opinions and actions of others are called
_____.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
The pricing strategy that emphasizes benefits derived from a product in comparison to
the price and quality levels of competing offerings is called _____.
a. breakeven analysis
b. tariffs
c. unfair-trade laws
d. incremental-cost pricing
e. profit maximization
f. demand
g. value pricing
h. monopoly
i. elasticity
j. marginal
k. fair-trade laws
l. yield management
m. oligopoly
n. cost-plus pricing
o. full-cost pricing
p. supply
q. marginal analysis
r. target-return objectives
s. market-share objectives
t. pure competition
Brand preference is the stage of brand loyalty at which consumers rely on previous
experience with a branded product when choosing it, if available, over competitors'
products.
a. True
b. False
Dawn, Joy, and Ivory are dish liquid brands manufactured by Procter & Gamble. All
these brands can be regarded as _____ brands.
a. private
b. family
c. generic
d. individual
Compared to transaction marketing, relationship marketing relies more heavily on
information technologies.
a. True
b. False
Which of the following is a single product line?
a. Four-door sedans offered by various automobile manufacturers
b. Passenger jets manufactured by Airbus and Boeing
c. Almond, caramel and dark chocolate flavors of Hershey Kisses
d. Different brands of toothpaste for people with sensitive teeth
Which of the following statements best describes the impact of Internet technology on
the retail sector?
a. Internet-based retailers with virtual storefronts have started to replace traditional
retailers.
b. Traditional brick-and-mortar retailers have expanded and thrived by incorporating
Internet retail.
c. Internet technology has led to better communication between manufacturers and
retailers, making wholesalers less relevant.
d. Traditional brick-and-mortar and direct retailers have suffered declines because
Internet retail is friendlier to the environment.
e. Internet technology has allowed retailers to offer many products at lower prices, but
has also had negative effects on the development of retailer-customer relationships.
_____ is a telecommunication service that helps in connecting a personal computer with
any type of broadband Internet connection.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
It was recently announced that Russia wants to buy 80,000 tonnes of natural rubber and
an amount of rice, while Thailand is interested in purchasing Russian-made helicopters
to be used in fighting bushfires. No cash is expected to be utilized - just the exchange of
goods. A working group from both countries will discuss details of the deal, such as the
exact amount of products involved. This is an example of _________.
a. countertrade
b. export cooperation
c. global exchange
d. international subsidy trading
Which of the following terms refers to a series of stages consumers go through in
learning about a new product, trying it, and deciding whether to purchase it again?
a. Product life cycle
b. Adoption process
c. Product development process
d. Diffusion process
Products bought by ultimate customers for personal use are known as consumer
products.
a. True
b. False
_____ involves creating and distributing relevant and targeted material to attract and
engage an audience, with the goal of driving them to a desired action.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
Which of the following is true of relationship marketing?
a. It focuses on finding new customers.
b. It prefers not to maintain existing customers due to high costs.
c. It does not believe in generating repeat sales.
d. It believes in maintaining existing customers.
Online communities facilitate B2B marketing.
a. True
b. False
Using the Internet to build communities helps companies find other organizations that
may be interested in forming an alliance.
a. True
b. False
Increased options available to shoppers combine to create a market characterized by
_____ elasticity.
a. supply
b. linear
c. demand
d. constant
Courtney visits the website, Fashion4Less.com and is considering purchasing a new
purse. She's not familiar with the company but notices that the website uses SSL
technology. Which of the following is true regarding SSL technology?
a. SSL technology encrypts information and provides authentication
b. SSL technology reduces the safety of sending credit card numbers over the Internet
c. SSL technology is infrequently used by Fortune 500 companies
d. SSL is an acronym for System Secure Location
Integrated marketing refers to the ability to provide a product at the exact time needed.
a. True
b. False
The use of online social media as a communications channel for marketing messages is
known as _____.
a. utility
b. buzz marketing
c. exchange process
d. seller’s market
e. buyer’s market
f. marketing myopia
g. social responsibility
h. relationship marketing
i. person marketing
j. place marketing
k. event marketing
l. organization marketing
m. interactive marketing
n. lifetime value of a customer
o. social marketing
p. onetoone marketing
q. strategic alliances
r. notforprofit organizations
s. ethics
t. mobile marketing
u. wholesalers
v. transactionbased marketing
Which of the following disciplines is a major influence on marketing?
a. sociology
b. accounting
c. finance
d. social engineering
You are nervous about expanding your company into China because of recent trade
barriers in that country. Specifically, you worry about:
a. Subsidies
b. Complex regulations
c. Embargoes on American-made goods
d. Currency promotion
e. Customs union
Zara and H&M are market leaders in the world of "fast fashion" where they're able to
design and manufacture clothing based on the latest fashion trends in a quick and
affordable manner. Due to their ability to partner with manufacturing firms in
developing countries and their use of supply chain strategies, Zara and H&M can
reduce the time between design and availability in the retail store which is a significant
competitive advantage. These companies make use of _______ competition.
a. timebased
b. direct
c. indirect
d. fashion
Campalyst is an example of a social media analytics tool as it tracks followers from a
like or a tweet on a social network to a purchase on the company’s website. It can also
be used to measure the impact of a campaign or hashtag.
a. True
b. False
A skimming pricing strategy is commonly used as a market entry price for distinctive
goods and services with high initial competition.
a. True
b. False
The original objective of packaging was to:
a. create a brand image of the product.
b. indicate the quality of the product.
c. protect products from physical damage.
d. comply with government regulations.
The trend of backshoring, firms returning their offshore work to the U.S., is growing.
a. True
b. False
The economic theory assumes that firms behave rationally which in turn results in an
effort to maximize gains and minimize losses.
a. True
b. False
Firms that use a volume objective to guide their pricing strategy believe that increased
sales are less important in the long-run competitive picture than immediate high profits.
a. True
b. False
Which of the following modes of transportation is the costliest?
a. Railroads
b. Air freight
c. Water freight
d. Pipelines
You are the marketing manager for a state park conference center. Large conferences
are booked more than one year in advance, so you can put together a calendar of
scheduled events. Weekends are especially busy times. You have been charged with
finding online ways that you can fill the gaps in reservations.
Required:
How would you use a recently created online method to increase business during
known slow visitor times?
a. design an attractive website that lists the recreational features of the park's facilities
b. host an online auction to negotiate prices for weekday stays
c. send an e-mail offering discount prices to conference attendees
d. write a blog that posts interviews with satisfied previous visitors
e. create a short humorous online video and hope it goes viral
The two largest trading partners of the United States are Canada and Mexico.
a. True
b. False
