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People who want to learn about a product and its features in detail are more likely to
search out this information on Twitter, while those interested in a promotional event are
more likely to follow Facebook.
a. True
b. False
An IMC strategy sends product-focused messages.
a. True
b. False
Acquisitions and mergers help firms with limited resources to gain access to new
markets or new expertise.
a. True
b. False
Dan must choose how many warehouses to use and where to locate them for his
automotive supply firm. His decision will be influenced by all of the following
considerations except:
a. How customer service will be affected
b. Intermodal operations
c. Materials handling costs
d. Delivery costs
e. Intermodal coordination
The “empty nest” stage in the family lifecycle includes:
a. young unmarried people.
b. married couples whose children are living on their own.
c. married couples with children in their growing years.
d. newly married couples without children.
In the planning hierarchy, plans dealing with organizationwide objectives, longterm
plans, and the total budget would be classified as _____ plans.
a. weekly
b. tactical
c. operational
d. strategic
Which of the following is true of a buying center in an organization?
a. The buying center is an integral part of a firm’s formal organizational structure.
b. The composition of the buying center remains the same for all purchase situations.
c. The buying center includes everyone involved in any aspect of the buying process.
d. It is a group of people in an organization who are responsible for developing new
product concepts.
Frito Lay and Taco Bell utilize _________, a cooperative arrangement where Taco Bell
utilizes the Doritos name and logo for several menu items under the name "Doritos
Loco Tacos" including Nacho Cheese, Cool Ranch and Fiery.
a. cobranding
b. comarketing
c. internal partnership
d. cocreation
List price is the amount the consumer actually pays for a product.
a. True
b. False
Which of the following variables of service quality best represents the service
provider’s understanding of the customer’s needs?
a. Tangibles
b. Assurances
c. Empathy
d. Reliability
Which of the following products is aimed at satisfying the esteem needs of people?
a. Basic goods
b. Cleaning products
c. Auto safety features
d. Luxury watch
A(n) _____ is designed to deemphasize price as a competitive variable by pricing a
good or service at the level of comparable offerings.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
A _____ is a Web page anyone can edit, so that a reader can, in addition to asking
questions or posting comments, actually make changes to the Web page.
a. blog
b. wiki
c. tweet
d. news feed
Distribution of a product through a single wholesaler or retailer in a specific geographic
region is called _____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Alliances are considered essential in countries where:
a. markets are monopolistic in nature.
b. laws require foreign firms doing business there to work with local companies.
c. partners combine resources and capital to create competitive advantages in an
established market.
d. efforts are required to achieve organizational objectives by predicting and influencing
the technological environments.
Shawn is a category manager for Hormel Foods' fresh meat division and is based in
Bentonville, Arkansas. One of his major responsibilities is to be a resource to
Wal--Mart. Which of the following would most likely be part of his responsibility as a
category manager?
a. tracking sales history for Hormel Food products and other fresh meat brands
available from the point--of--sale systems
b. creating or designing point--of--sale displays
c. hosting in--store product tastings at local Wal--Marts in the Bentonville area
d. working with Hormel's food suppliers to ensure fresh taste and high quality
Alken Technologies has a support team that is dedicated to provide sales and service to
its largest customers to pay attention to their special needs. This marketing technique
used by Alken to show commitment to its customers, is referred to as internal
marketing.
a. True
b. False
The process of applying a series of rewards and reinforcements to permit more complex
behavior to evolve is called _____.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
When most of a firm’s costs are variable over a wide range of outputs, the primary
determinant of profitability will be the revenue generated by sales.
a. True
b. False
Interactive marketing refers to:
a. sequential marketing efforts beginning with frontline salespersons and proceeding to
detailed instructions by a technical expert.
b. marketing efforts visavis interactive programs where customers can post their queries
directly to the management.
c. buyer–seller communications in which the customer controls the amount and type of
information received from a marketer.
d. softwarecontrolled marketing strategy which uses central databases to segment the
market on various demographic and psychographic factors.
Paisley Lane Soaps recently contracted with a chain of grocery stores to provide
organic bar soap to the chain. These volume orders are the company's first commercial
venture as they have primarily sold directly to consumers. Typically, Paisley Lane
Soaps charges $6 per bar of soap but has contracted with the grocery store chain for
$3.50 per bar. In addition, Paisley Lane Soaps has negotiated a 2% discount on the
order if the grocery store chain pays in full within 10 days of product delivery. This
practice is called:
a. cash discounts
b. promotional allowances
c. noncumulative quantity discounts
d. trade discounts
A(n) _____ is a marketing effort sponsored by an organization that solicits responses
from individuals who share common interests and activities.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
A marketing-related problem can be identified by evaluating the firm’s marketing mix
elements and target market.
a. True
b. False
As a marketing director, you have developed a line of skincare products focused on
current needs that consumers have, including matters like wrinkles, sun effects, fine
lines, and exfoliation for both men and women. Selena and her husband David have
purchased several products from the skincare line and are satisfied consumers.
Selena decides to purchase a cream to minimize fine lines because she notices some
developing around her eyes. David’s brother, Andr, purchases a product for sun effects
after David mentioned how well it worked. Which types of consumer behaviors are
exhibited in the scenario above?
a. Selena and Andr both exhibit interpersonal influence.
b. Selena exhibits a personal factor and Andr exhibits interpersonal influence.
c. Andr exhibits an impulse factor and Selena exhibits interpersonal influence.
d. Andr and Selena both exhibit personal factors.
e. Selena exhibits an impulse factor and Andr exhibits interpersonal influence.
Hootsuite is a social media management software that allows users to manage multiple
social network profiles, keep track of brand mentions, and send regular updates to their
Twitter account. Hootsuite is an example of a(n) _____
a. blogging site
b. app
c. microblog
d. social networking site
Which of the following is true of mail-order wholesalers?
a. Their main aim is to bring buyers and sellers together.
b. They carry no inventory, provide no credit, and do not take title to the goods.
c. They often serve relatively small customers in outlying areas.
d. They comprise a large percentage of full-function merchant wholesalers.
Controlling demand for a new product through the skimming strategy could save a
company from dissatisfied customers by matching supply to the demand.
a. True
b. False
Business products contribute directly or indirectly to the production of other goods and
services for resale.
a. True
b. False
When visiting one of his major accounts, Matt is accompanied by finance and product
specialists. These specialists are able to answer specific questions so that a customer
can make a purchase decision. This is an example of _____.
a. transaction selling
b. team selling
c. cross-selling
d. missionary selling
A _____ is a strategic relationship that extends to external entities but involves no direct
buyer-seller interactions.
a. network partnership
b. buyer partnership
c. lateral partnership
d. seller partnership
