Maria is a very soft spoken girl and she hardly hurts anybody. She does not raise her
voice when she speaks and is very careful about the way she speaks and the words she
chooses. She gets married and finds that her husband is highly abusive. However she
controls her anger for a considerable amount of time without retaliating. One fine day,
she loses patience and abuses her husband and slaps him in public. What Maria
exhibited conforms to the ethical theory of
a. Casuist ethical theory
b. Act utilitarianism
c. Rule utilitarianism
d. Moral relativism
Which is true of how reference groups influence consumer behavior?
a. Reference group norms do not constrain consumer behavior.
b. Consumers are prohibited from dissociating themselves from reference groups.
c. Consumers generally use the same criteria as their reference groups to make their
own consumer decisions.
d. Consumers are influenced only by the reference groups to which they belong.
According to garment makers, the demands of big volume customers, such as
department stores, are nearly wiping out profits for all suppliers except the very largest.
a. True
b. False
Linda usually does not spend much time selecting gifts. However, when choosing a
fountain pen for her husband’s birthday this year, she visited several stores and spent a
lot of time asking the sales staff about different features of the pen before making her
purchase. This scenario illustrates _____.
a. product involvement
b. situational involvement
c. shopping involvement
d. enduring involvement
A_____ media schedule is a strategy in which ads are run heavily every other month or
every two weeks to achieve a greater impact with an increased frequency and reach at
those times.
a. circular
b. flighted
c. continuous
d. seasonal
Which of the following is part of a pull strategy?
a. Offering aggressive discounts to retailers
b. Using trade advertising
c. Offering heavy sampling and introductory consumer advertising
d. Selling products to wholesalers
One of the implications of social media for marketers is the realization that they have
control over the content on social media sites.
a. True
b. False
A price skimming strategy is most often used for a new product when
a. competition in the market is abundant.
b. customers are unwilling to spend a large amount of money on the product.
c. the supply of the product is greater than its demand.
d. the product is perceived by the target market as having unique advantages.
Stone Restaurant, a fivestar restaurant, changes its centerpiece, such as candles and
vases, every day. The waiters also creatively fold the napkins and place them on the
tables at the end of each course. In this scenario, which of the following promotion
strategies is adopted by Stone Restaurant?
a. Using personal information sources
b. Stressing tangible cues
c. Engaging in postpurchase communication
d. Creating a strong organizational image
In social media marketing, awareness occurs when action is taken by a business or
individual consumer that includes everything from downloading a piece of content (like
a white paper) to actually making a purchase.
a. True
b. False
Advent Automobiles Inc. has launched a new sport utility vehicle (SUV). It’s
advertising firm develops a marketing message and places advertisements in leading
newspapers and on social media sites to inform consumers about the new SUV and its
various features. In the context of the communication process, Advent Automobiles is
the _____.
a. sender
b. decoder
c. encoder
d. receiver
Strategic retailing goals typically focus on:
a. reducing costs of goods sold.
b. increasing costs of goods sold.
c. reducing return on assets or equity.
d. not using a retailing mix.
A business’ mission does not affect its longrun resource allocation, profitability, or
survival.
a. True
b. False
Which statement is true of business markets?
a. Products or services are sold for personal consumption.
b. Goods sold in consumer markets are not sold in business markets.
c. One customer can account for a huge volume of purchases.
d. Relationship marketing is given the least importance.
Breakeven analysis is the method of determining the cost of buying the product from
the producer, plus amounts for profit and for expenses not otherwise accounted for.
a. True
b. False
Which of the following helps determine what sales volume must be reached before total
revenue equals total costs?
a. SWOT analysis
b. Breakeven analysis
c. Status quo pricing
d. Dynamic pricing
The most popular technique for gathering primary data is _____.
a. survey research
b. observation research
c. ethnographic research
d. experimental research
Morals are rules that people develop as a result of cultural values and norms.
a. True
b. False
The management of GH Apparel has thoroughly analyzed the market and recognizes
the wants and needs of different customer groups. It takes all these findings into
consideration and develops different types of goods that cater to each group. From this
scenario, it is evident that GH Apparel is a ______ organization.
a. marketoriented
b. societaloriented
c. productionoriented
d. salesoriented
Impersonal, oneway mass communication about a product or organization that is paid
for by a marketer is called ___________.
a. advertising
b. public relations
c. sales promotion
d. product promotion
Asian Americans, who represent only 6 percent of the U.S. population, are the least
influenced by technology.
a. True
b. False
Aspirational reference groups, or associative groups, influence our behavior when we
try to maintain distance from them.
a. True
b. False
Product modification may refer to which of the following?
a. Quality modification
b. Functional modification
c. Style modification
d. All of the above are correct.
In personal selling, costs of promoting a product or service can be controlled by
a. promoting a product to both qualified and nonqualified prospects.
b. promoting undifferentiated sales messages toward prospective consumers.
c. purchasing advertising and sales promotion in large amounts.
d. adjusting the size of the sales force in oneperson increments.
Which statement about the Great Recession of 2007–2009 is true?
a. Tweens were the most affected population group.
b. Inflation rates increased to almost 10 percent.
c. It began with the collapse of inflated housing prices.
d. It increased employment opportunities in the United States.
Which term describes the type of group in which family, friends, or a professional
organization influences an individual’s purchasing behavior?
a. A social group
b. A cultural group
c. An opinion group
d. A reference group
Andrea wants to take her husband, Bill, to an exotic island to surprise him on their tenth
wedding anniversary. She has made reservations at an expensive hotel. However, she is
now worried whether she is going to get service worth the money she spent. In this
scenario, Andrea’s inner tension would reduce if:
a. she has no other hotel to stay on the island.
b. she differentiates between her needs and wants.
c. she focuses on her internal stimuli rather than external stimuli.
d. her friends also recommend the hotel.
Personality refers to how consumers see themselves in terms of attitudes, perceptions,
and beliefs.
a. True
b. False
Walmart is a successful example for retailing. The store emphasizes low pricing in its
ads and promotes its message that customers can get more for their money. Walmart
likely uses _________________________.
a. income segmentation
b. age segmentation
c. gender segmentation
d. ethnic segmentation
The maturity stage is normally the longest stage of the PLC. Many major household
appliances are in the maturity stage of their life cycles.
a. True
b. False
Blogs that entail shorter posts than traditional blogs are called:
a. buzz
b. Microblogs
c. Noncorporate blog
d. Corporate blog
The Federal Trade Commission (FTC) enforces regulations against selling and
distributing adulterated or hazardous food and drug products.
a. True
b. False