Social commerce sites combine basic elements of ecommerce without the
overwhelming distraction of social online media.
a. True
b. False
Unilever is a multinational corporation selling consumer goods under various categories
such as foods, beverages, cleaning agents, and personal care products. This is an
example of:
a. product user.
b. product class.
c. product differentiation.
d. repositioning.
Which of the following statements is true of the external environment with regard to
developing a marketing mix?
a. It is a standard variable that does not change.
b. It does not give an accurate estimation of the target market.
c. It is manually controlled to generate a marketing mix.
d. It continually molds and reshapes the target market.
Which of the following is the first step that a company must follow in order to initiate
the CRM cycle?
a. Identify its best customers
b. Identify customer relationships with the organization
c. Capture releant customer data from interactions
d. Understand the interactions with its current customer base
Which of the following statements is true of the North American Industry Classification
System (NAICS)?
a. The system developed jointly by United states, Russia, and Mexico, provides a
common industry classification system .
b. The geographic dispersion of firms cannot be identified with the help of NAICS.
c. The more digits in an NAICS code, the more homogeneous the group.
d. Each classification is relatively heterogeneous in terms of raw material required,
components used, and manufacturing processes employed.
Decrease in consumer demand for green products was directly responsible for the
proliferation of green certifications.
a. True
b. False
Which of the following is a difference between social media and personal selling?
a. Social media can disperse a message quickly to a wide audience, whereas personal
selling is very slow in dispersing a message to a large audience.
b. Social media entail twoway communication, whereas personal selling entails oneway
communication.
c. Social media are a means of interpersonal communication, whereas personal selling
is a means of mass communication.
d. Social media provide opportunity for immediate feedback, whereas personal selling
does not provide opportunity for direct feedback.
According to the AIDA model, which of the following is the first step in the
purchasedecision process?
a. Action
b. Interest
c. Attention
d. Desire
To increase the sales of lowinvolvement products, marketing managers can:
a. focus on the package design of the products.
b. promote the products extensively to the target market.
c. design advertisements with highly emotional messages.
d. adopt strategies used for marketing highinvolvement products.
An effective distribution network can overcome minor flaws in the marketing mix.
a. True
b. False
Which of the following is true regarding the number of customers in business markets?
a. Business marketers have many more customers than consumer marketers.
b. It is lot easier for business marketers to identify prospective buyers, monitor current
customers’ needs and levels of satisfaction.
c. It becomes impossible for business marketers to attend to each customer in their
markets.
d. The main advantage for business marketers is that each customer becomes
crucialespecially for those manufacturers that have only one customer.
BtoB companies use digital marketing to position their businesses as thought leaders
and generate sales leads, primarily in the form of ______.
a. communication and orders
b. banners
c. content marketing
d. promotional mix
In the context of a marketing mix, which business activity is most closely related to a
company’s distribution strategies?
a. Attractiveness of the product packaging
b. Targeting market segments
c. Storage of raw materials
d. Selection of an advertising medium
In a buying center, the decider is the person who actually negotiates a purchase.
a. True
b. False
Even with the advantages of CRM as a targeting tool, marketers will continue to use
mass marketing, especially to create brand awareness or to remind consumers of a
product.
a. True
b. False
Which of the following most accurately defines a probability sample?
a. A sample in which every element in the population has a known statistical likelihood
of being selected
b. A sample arranged so that every element of the population has an equal chance of
being selected as part of the sample
c. Any sample in which little or no attempt is made to get a representative cross section
of the population
d. A sample using respondents who are convenient or readily accessible to the
researcher—for example, employees, friends, or relatives
What pricing policy entails charging a relatively low price for a product when it is first
rolled out as a way to reach the mass market?
a. Penetration pricing
b. Price skimming
c. Price discrimination
d. Status quo pricing
Product life cycles can only be measured in years.
a. True
b. False
Thrift stores seek to achieve profitability through high sales volumes.
a. True
b. False
Which of the following statements is true of online advertising in social media?
a. Like traditional advertising, the effectiveness of social media advertising is
measurable.
b. Return on investment in social media advertising is universally accepted in all
organizations
c. Marketers advertise in social media as a means of deepening relationships with
customers.
d. There is hard evidence supporting the effectiveness of social media advertising.
The key tool in the marketing strategy of every successful organization for reaching the
targeted customer is:
a. planning the marketing strategy.
b. improving marketing premises.
c. market segmentation.
d. market criteria.
Which of the following advertising appeals is often used for fastfood restaurants and
microwave foods?
a. Convenience
b. Fun and pleasure
c. Profit
d. Admiration
Which of the following is a characteristic of interpersonal communication?
a. It involves communicating a concept or message to large audiences.
b. It is directed to consumers as a whole.
c. The marketers cannot notice the immediate reactions of the consumers.
d. When talking, people see the other person’s reaction and can respond almost
immediately.
Emotional involvement is closely related to shopping involvement which represents the
personal relevance of the process of shopping because the things that consumers care
most about will eventually create high emotional involvement.
a. True
b. False
Martha visits a department store and discovers that a box of exotic candles will cost 10
percent more than what she had paid six months ago. Similar increases in prices across
most goods and services is happening throughout the country. In this scenario, which
statement is true?
a. Martha’s purchasing power would remain unchanged if she has a pay raise to match
the inflation.
b. She would have to pay 12 percent more than what she paid last month.
c. The department store’s marketing strategy is to increase its profit margin by
increasing the prices of its goods.
d. The candles’ subjective value increases with the increase in inflation.
Quasio Foods Inc. is a large food manufacturing corporation that earns more profits
than its competitors. The company uses only organically grown grains and fruits. It also
promotes organic farming and helps nonprofit agencies who focus on food and nutrition
causes. The company recently decided to use a thirdparty recycling logo. In this
scenario, Quasio Foods is most likely to have adopted the practice of
_________________.
a. relationship marketing
b. event marketing
c. green marketing
d. affinity marketing
Zeta Inc., a multinational retail corporation, uses a device that sends customers a
marketing message via email or text when they are near a store. This is an example of
_____.
a. cloud computing
b. a beacon
c. shopper marketing
d. clickandconnect
What do programs like Google X do to promote innovative thinking among its
employees?
a. They eliminate the fear of coming up with bad ideas by rewarding failure.
b. They eliminate the possibility of investment in bad ideas by rewarding only
successes.
c. They promote the fear of coming up with bad ideas by punishing failure.
d. They promote investment in bad ideas to explore the possibilities learned from them.
Which of the following individuals or companies uses an emerging distribution channel
structure?
a. A retail store that sells counterfeit backpacks of famous brands
b. An online apparel store that offers subscription services for highend fashion clothing
c. An electronics retailer who sells products directly to customers through its
shopathome television channel
d. A department store that sells apparel, electronics, grocery, and home furnishing
products of various manufacturers in one location
Which of the following statements is true of gatekeepers in a buying center?
a. They initiate the buying process.
b. They have the formal power to approve the variery of product to be purchased.
c. They regulate the flow of information.
d. They negotiate a purchase.
Which of the following federal agencies has the power to set mandatory safety
standards for almost all products that consumers use example cribs, electronics and
video games, school supplies, science kits, toys, and pacifiers?
a. The Federal Trade Commission (FTC)
b. The Food and Drug Administration (FDA)
c. The Consumer Product Safety Commission (CPSC)
d. The Bureau of Consumer Protection
Mr. Shaw wants to buy corporate gifts for his employees. He considers numerous
suppliers of corporate gifts, both familiar and new, solicits bids, and studies all
proposals carefully before selecting a supplier. Mr. Shaw’s purchasing profile could be
characterized as a(n) _________.
a. satisficer
b. optimizer
c. venturist
d. closefisted buyer
Nalpas Inc., an apparel company, manufactures clothes for men, women, and children.
It further divides its core customers according to demographic variables such as
income, ethnic background, and family life cycle. These demographic variables are
examples of _____.
a. product bases
b. segmentation bases
c. product categories
d. market segments
Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the
company’s products. He instructs the survey team to interview readily accessible
customers who visit the outlets during weekdays. In the context of nonprobability
samples, Zincod Clothing is most likely using a _____ for its survey.
a. convenience sample
b. cluster sample
c. stratified sample
d. random sample
Discuss the general strategies for selecting target markets.
Explain the roles of marketing research and its importance in making marketing
decisions.
Discuss the concept of planned obsolescence.
Explain the role of the Internet in global marketing and how old brickandmortar rules
restrain the global economy.
How do marketers use customer relationship management (CRM) as a targeting tool?
Explain the distribution structure followed in business markets.
Discuss the relationship between the price and quality of a product and how price
affects a purchase decision.
Briefly explain the actions a retailer should take to address retail product/service
failures.
Describe how the relationship selling model differs from traditional (or transactional)
personal selling.
Identify the core values that have strongly influenced American attitudes and lifestyles
and how they influence U.S. consumers’ buying habits.
Briefly explain how distribution strategy acts as a determinant of price.
Discuss how marketers view the characteristics of, and respond to, the African
American market.
Explain the manufacturing flow management process and the relationship among
manufacturers’ production capabilities and costs, suppliers, shippers, and demand for
goods. Briefly define and explain the differences between lean and agile supply chain
strategies.
Explain what is meant by SWOT analysis.
Discuss how to make strategic planning effective.
Describe what is meant by “base price,” and explain the concept of price lining as a
pricing tactic for finetuning the base price and offsetting rising costs.
How is a marketing mix relevant for firms entering the global market, and what are the
steps to creating that successful marketing mix?
