Which statement is true about younger Millennials?
a. They graduated from college during the Great Recession.
b. They tend to look at unemployment in the same way as done by the older
generations.
c. They do not spend time surfing the Web or on social media.
d. They are quick to change jobs if they are unsatisfied.
Hispanic Americans in the United States:
a. are prejudiced towards relationships.
b. are much older than the general U.S. population.
c. are the largest segment of the population to use mobile devices for any type of
transaction.
d. are the most homogenous ethnic group.
According to the gap model of service quality, the gap between what customers want
and what management thinks customers want results from
a. a lack of understanding or a misrepresentation of the customers’ needs, wants, or
desires.
b. management’s inability to translate customers’ needs into delivery systems within the
firm.
c. the inability of management and employees to do what should be done.
d. misleading or deceptive advertising campaigns promising more than the firm can
deliver.
Univ Airlines and Mirago Airlines are competitors. They mutually agree to charge
customers a certain price for airfreight. This leads to the several lawsuits being filed
against them by other airlines. In this case, Univ Airlines and Mirago Airlines can be
charged under the _____ Act.
a. Clayton
b. SarbanesOxley
c. Sherman
d. RobinsonPatman
Nozzle is a specially designed product that retro fits into your existing water faucet and
atomizes the water stream in a spray that lets you use 98% less water when washing
hands, brushing teeth, and washing produce or dishes. Some consider this a game
changer for environmental protection, especially in regions of water scarcity. This
product would fall in the new product category of _____.
a. repositioned products
b. revised products
c. revised products
d. discontinuous innovations
Brita LED (light emitting diode) lighting uses comparative advertising to emphasize the
benefits of using LEDs over CFLs (cathode filament lamps). The advertisements
emphasize that Brita’s LEDs cost less than CFLs and other brands of LEDs, last longer,
consume less energy, and need to be replaced less frequently than CFLs. In this
scenario, which of the following advertising appeals is used in Brita’s ads?
a. Admiration
b. Profit
c. Vanity and egotism
d. Fun and pleasure
One component of promotion within the context of a marketing mix includes ________.
a. public relations activities
b. pricing strategies
c. afterpurchase services
d. storage and transportation of finished products
Which statement is true of the relationship of price to quality?
a. When a purchase decision involves uncertainty, consumers tend to attribute higher
quality to lowpriced products.
b. Consumers perception that a higher price indicates higher quality seems to vary from
one product to another.
c. In the absence of other information, people typically assume that if prices are higher,
that rarely indicates higher quality.
d. Price promotions of higher priced, higher quality brands tend to attract more business
than do similar promotions of lower priced and lower quality brands.
Which of the following best defines an unsought product?
a. A relatively inexpensive item that merits little shopping effort
b. Everything, both favorable and unfavorable, that a person receives in an exchange
c. A product that requires comparison shopping because it is usually more expensive
than a convenience product and is found in fewer stores
d. A product unknown to the potential buyer or a known product that the buyer does not
actively seek
Which term refers to a deduction from list price applied to a customer’s total purchases
made during a specific period?
a. Cumulative quantity discount
b. Noncumulative quantity discount
c. Cash discount
d. Quantity discount
Which of the following is a limitation of breakeven analysis?
a. It does not give an estimate of how much profit can be earned once the breakeven
point is obtained.
b. It does not give weight to the cost of labor that is incurred during production.
c. Sometimes it cannot predict the effect of changes in sales price.
d. Sometimes it is hard to know whether a cost is fixed or variable.
A training institute offers a range of services to its students. Which of the following is
most likely to be its core service?
a. Beverages and a free lunch
b. Books and course material
c. Microphones and lecterns for lectures
d. An airconditioned lecture hall
Which of the following is a field of marketing that studies the body’s responses to
marketing stimuli?
a. Neuromarketing
b. InfoScan
c. Scannerbased research
d. Marketing research
Which of the following indicates the final step of the selling process, in which the
salesperson ensures delivery schedules are met, goods or services perform as promised,
and the buyers’ employees are properly trained to use the products?
a. Followup
b. Negotiation
c. Developing and proposing solutions
d. Handling objections
Which of the following statements is true of Generation Y?
a. Its members are not as hardworking and motivated as other generations.
b. Its members have been raised from childhood to adulthood in the digital world.
c. Its members have the least spending power than any other cohort.
d. Its members are the first generation of latchkey children.
The quantity of a product that will be offered to the market by a supplier at various
prices for a specified period determines the product’s ______.
a. demand
b. supply
c. market share
d. product share
Which of the following statements is true of online focus groups?
a. They are costeffective.
b. They have narrow geographic scope.
c. They are difficult to access.
d. They have low participation rates.
The first step in the customer relationship management (CRM) cycle is to identify a
firm’s profitable and unprofitable customers.
a. True
b. False
Shopping bots allow sellers to collect detailed data about customers’ buying habits,
preferences, and even spending limits.
a. True
b. False
Which of the following is a difference between primary data and secondary data?
a. Primary data is inexpensive to gather, while secondary data is expensive to gather.
b. Primary data can be maintained in secrecy, while secondary data is usually available
to all interested parties for relatively small fees or free.
c. Primary data is outdated, whereas secondary data is current and has known sources.
d. Primary data is data that has been previously collected, while secondary data is data
that is collected for the first time.
Fourlotts Inc. is a renowned technological firm. It manages many strategic business
units (SBUs) in which each SBU:
a. has its own return on investment.
b. shares the same goals and employs the same strategies as Fourlotts Inc.
c. plans collaboratively with Fourlotts Inc.’s other SBUs.
d. refrains from performing manufacturing functions.
In cooperative advertising, the manufacturer and the supplier bear the entire cost of
advertising the brand.
a. True
b. False
Which of the following defines the specific information needed to solve a marketing
research problem that will provide insightful decisionmaking information?
a. The marketing research problem
b. The management decision problem
c. The marketing research objective
d. Secondary data
The term that describes a consumer’s view of himself or herself in terms of attitudes,
perceptions, beliefs, and selfevaluations is known as ____________________.
a. personality
b. selfimage
c. selfconcept
d. real selfimage
Unilever is an example of multinational company with a multisegment targeting
strategy that has many products in its product line.
a. True
b. False
When developing new product, which is true of a newproduct development strategy?
a. It refrains from adopting ideas suggested by customers and competitors.
b. It doesn’t provide the general guidelines for newproduct ideas.
c. It must be compatible with the objectives of the marketing department, the business
unit, and the corporation.
d. It involves targeting existing products at new markets.
The focus of businesses has shifted toward determining how products and services are
being “pushed” into the marketplace by manufacturers as well as on partnering with
members of the supply chain to enhance customer value.
a. True
b. False
How would brand cannibalization resulting from a product promotion likely affect the
retailer?
a. The promotion works out cheaper for the retailer.
b. The promotion causes the brand to suffer stockouts.
c. The promotion creates accurate sales forecasts for the cannibalized product.
d. The retailer gains from discounting surplus inventory of the cannibalized brand.
If a country can boost exports and limit imports, then fewer jobs are created and there is
more competition for local businesses.
a. True
b. False
Competitive intelligence (CI) helps managers assess their competitors and their vendors
and become more efficient and effective competitors.
a. True
b. False
The process of delivering relevant experiences that are integrated across both physical
and virtual environments, throughout the consumer’s decision and buying process, is
known as ______.
a. empowerment
b. teambuilding
c. customer relationship management
d. ondemand marketing
According to Charlene Li and Josh Bernoff of Forrester Research, which category of
social media users posts comments, ratings, and reviews of products and services on
blogs and forums?
a. Critics
b. Spectators
c. Joiners
d. Inactives
