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A sponsor purchases access to the sponsored activity’s audience and the image
associated with the activity.
a. True
b. False
A company that practices differentiated marketing can generate more sales compared to
those generated by undifferentiated marketing.
a. True
b. False
Kia Motors has gained consumer confidence and increased sales through its warranty
program which includes a 10year and 100,000 mile limited warranty. Kia Motors notes
that all warranties are "limited" and consumers are encouraged to read the fine print to
fully understand what the warranty covers. Which element of the marketing mix is the
warranty linked when considering a company's ethical behavior?
a. product
b. price
c. promotion
d. distribution
A group of people chosen from a defined population to be survey respondents or
research participants is called a:
a. population.
b. segment.
c. sample.
d. community.
You work for a clothing merchandiser that has been using the same fabric manufacturer
for the last decade. When a new designer joins the team, he asks the team if they have
considered using an alternative fabric manufacturer whose prices are more affordable.
The team is mainly concerned about sacrificing quality and style for cheaper prices, but
the new designer assures everyone that there are companies out there that produce high
quality goods at reasonable rates. The team decides to research possible alternatives.
Required:
Which of the following purchase behaviors is represented in the business buying
situation described above?
a. extended problem solving
b. limited problem solving
c. impulse buying behavior
d. low-involvement decisions
e. routinized response behavior
You work for the purchasing department of an up-and-coming eco-friendly fashion
manufacturer, and have been asked to ensure that you have ordered enough raw
materials for the pieces in the fall collection. The fall collections will feature
plant-based T-shirts embellished with fancy stitching.
Required:
Which of the following combination of items should you order?
a. T-shirts, bamboo, and thread
b. buttons, T-shirts, and thread
c. buttons, thread, and bamboo
d. bamboo, thread, and sewing machines
e. T-shirts, sewing machines, and buttons
Slurry pipelines are typically used for the transportation of:
a. jet fuel.
b. natural gas.
c. coal.
d. kerosene.
A nonpurchase is an example of a receiver’s feedback.
a. True
b. False
Category killers are invulnerable to competition because of the huge selections they
offer in different product lines.
a. True
b. False
Customer relationship management systems help firms to simplify complex business
processes.
a. True
b. False
Subcontracting with a local company provides protection from import duties.
a. True
b. False
_____ is a social force within the marketing environment that aids and protects the
consumer by exerting pressures on the business and government.
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
A(n) _____ occurs when there are more sellers (or products) than buyers.
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
Firms that adopt volume objectives believe that:
a. companies should focus on maximizing profits rather than maximizing sales.
b. companies should continue to expand sales as long as their total profits do not drop
below a specified minimum return.
c. companies should focus on the image and prestige associated with their products.
d. companies should offer huge discounts even at the cost of running into losses with
their products.
The most effective testimonial ads link the celebrity and the advertised good or service.
a. True
b. False
Wholesaling intermediaries are specialists in production or manufacturing functions.
a. True
b. False
The leaping jaguar symbol, featured on cars of a particular brand, is a part of the
brand’s:
a. service mark.
b. trade dress.
c. watermark.
d. trade token.
Comment Sniper helps companies to monitor the comments on their products and also
the discussions on online forums. Comment Sniper is an example of social media
analytics tool.
a. True
b. False
Marketers use reach and frequency as variables to calculate the return on investment of
their social media marketing initiatives.
a. True
b. False
The highly variable cost of a website includes not only development expenses but also
the cost of placing the site on a Web server, maintaining and updating it, and promoting
it.
a. True
b. False
Mass media such as TV ads, while still useful, are no longer the mainstay of marketing
campaigns.
a. True
b. False
The subconscious receipt of incoming information is referred to as _____.
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 Sara went to a convenience store to get her weekly grocery shopping done, she
got a free sample of a new cereal that had just been introduced in the market. This
information indicates that the cereal manufacturer is using _____ to promote its
product.
a. survey sampling
b. direct sampling
c. panel sampling
d. quota sampling
Which of the following pricing approaches is best suited for a company that is
expanding into the global market and will be facing rather low foreign marketing costs?
a. Standard worldwide price
b. Dual pricing
c. Market-differentiated pricing
d. Transfer pricing
Repurchasing the same brand of detergent during each trip to the grocery store is an
example of limited problem-solving behavior by a consumer.
a. True
b. False
A(n) _____ is a small group of individuals brought together to discuss a specific topic.
a. big data
b. exploratory research
c. secondary data
d. primary data
e. sampling
f. hypothesis
g. simple random sample
h. interpretative research
i. focus group
j. marketing decision support system
k. key performance indicator
l. predictive analytics
m. metrics
n. marketing research
o. quota sample
p. test marketing
q. cluster sample
r. data mining
s. convenience sample
t. controlled experiment
Marketers generally view the goal of social media marketing as developing a
conversation with potential customers.
a. True
b. False
The limitation of a strategic alliance is that it eliminates competitive advantage.
a. True
b. False
Salespeople usually face difficulties in:
a. approaching potential buyers.
b. precall planning.
c. closing the sale.
d. following up after the sale.
Relationshipbuilding goals and strategies are seldom included in the plans of business
firms.
a. True
b. False
Which of the following concepts forms the basis of buzz marketing?
a. Elasticity of demand
b. Word-of-mouth
c. Employee empowerment
d. Long-term product viability
Sears offers discount coupons and lowers prices on 1,000 items in the store in order to
generate sales. This is most likely to occur during an economic recession.
a. True
b. False
Before deciding how to market the houses designed by your architectural firm, you
want to understand the role of each spouse in making this type of purchasing decision.
After researching the topic, you learned that most house purchases fall into a particular
role-based category. This category is:
a. Husband-dominant
b. Wife-dominant
c. Autonomic
d. Syncratic
e. Evaluative
When potential buyers call up to place their orders after seeing a telemarketing
promotional message for a product, it is an example of:
a. encoding.
b. decoding.
c. noise.
d. feedback.
A 5 percent increase in the price of milk that results in a 2 percent decrease in the
quantity of milk demanded yields a price elasticity of demand for milk of:
a. 0.5.
b. 0.4.
c. 1.0.
d. 1.4.
