Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Your first exposure to channel conflict came when you decided to offer your handmade
soap through your own website in addition to the skin care boutiques that carry it. The
retailers lost no time complaining to your sales representatives. You were involved in
________conflict.
a. Vertical
b. Horizontal
c. Gray market
d. Legal
e. Positioning
The looking-glass self is defined as:
a. the objective view of oneself.
b. the way an individual thinks others see him or her.
c. the way an individual views himself or herself.
d. the ideal view one has of oneself.
ACB Ltd. provides credit to dealers, as well as buyers of Alfresco Automobiles. The
marketing function performed in this case is:
a. financing.
b. exchange.
c. distribution.
d. risk taking.
Bon Apptit! is a website that contains recipes written by Elise Bauer. In the website,
Bauer also writes various articles regarding simple cooking methods. Bon Apptit! can
be regarded as an online forum.
a. True
b. False
ADS stores, a supermarket chain, receives discounts from its suppliers for the bulk
purchases of the merchandise at its stores. This is an example of a _____ discount.
a. cash
b. trade
c. quantity
d. functional
Which of the following is most likely to be the primary factor that attracts a consumer
to a generic product?
a. Package design
b. Brand name
c. Low price
d. Product quality
An example of vertical conflict within the clothing industry would be when a firm such
as Jones, New York decides to sell its line of women's blazers directly to consumers via
their website, as opposed to distributing them via its usual wholesale channels.
a. True
b. False
Which of the following is a low-involvement product?
a. Cars
b. Laptops
c. Stationery
d. Jewelry
An organization lays out its basic objectives, or goals, in its complete mission
statement.
a. True
b. False
Unfair-trade laws were intended to protect small specialty shops, such as dairy stores,
from loss-leader pricing tactics.
a. True
b. False
The Sherman Act, FTC Act, and the Food and Drug Act were all laws passed by
Congress in an effort to regulate certain activities and practices in the economy. These
laws were passed during the ___________ phase of government regulation.
a. Industry deregulation
b. Antimonopoly
c. Cyberspace
d. Consumer protection
e. Protecting competitors
Buyers in metropolitan statistical areas exhibit social and economic homogeneity.
a. True
b. False
The term cannibalization refers to the:
a. difference in expected and actual outcome from the implementation of a market
penetration strategy.
b. shrinking of a firm’s market share due to competition from rivals.
c. decline in the brand loyalty for a product due to changing economic conditions.
d. decline in the sales of an existing product due to competition from a new product by
the same manufacturer.
Distribution of a product through a limited number of channels 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
Firms must attempt to group consumers according to the presence or absence of those
factors that affect purchase decisions.
a. True
b. False
Motor carriers concentrate on shipping raw materials while railroads typically haul bulk
shipments of manufactured products.
a. True
b. False
The travel agency business is more competitive than ever because of industry
consolidation and the growth of online services. Still, Sam believes his cruise booking
agency can be profitable if he targets organizations that book tickets for member events
-- and if he makes careful use of price discounts. Which of the following steps is Sam
likely to take?
a. Offer cash discounts to organizations that pay their bills within 30 days.
b. Offer cash discounts to organizations that pay for tickets at any time in cash.
c. Offer one-time only cumulative quantity discounts to organizations buying the largest
number of tickets for a given cruise.
d. Offer cumulative quantity discounts for organizations making annual bookings over
$10,000.
e. Eliminate list prices.
TaB is a cola product marketed by Coca Cola company and has a loyal following due to
its low levels of sodium and no caffeine. However, the TaB product has low market
share and low growth rate. TaB is a ______ according the BCG matrix.
a. dog
b. cash cow
c. quotation mark
d. star
Bradon was a loyal customer of American Eagle but once out of college, started
purchasing the majority of his clothes from J Crew preferring to shop online and in their
stores which are located in stand-alone shopping centers rather than shopping malls.
Customers like Bradon who no longer purchase clothing from American Eagle create
_______ for the chain.
a. turnover
b. opportunities
c. new markets
d. lifetime value
Antrix Corporation is a marketing research firm that specializes in data collection in
shopping malls. This information indicates that Antrix Corporation is a full-service
research supplier.
a. True
b. False
The ticket reselling market is both highly fragmented and susceptible to fraud and
distorted pricing.
a. True
b. False
Business products tend to move through longer marketing channels than consumer
products.
a. True
b. False
A manufacturer of tablet computers has designed a unique new product that can
network with satellites to access streaming video and television channels. This device
does not need a Wi-Fi connection and can be accessed anywhere in the world by
logging onto the site. Besides serving as a portable computer, this device bypasses the
need for a consumer to purchase cable or personal satellite dish access. Which approach
to pricing makes the most sense for the company to use first?
a. set the price extremely high until competing products are developed
b. set the price to match the manufacturing of the device under a private label
c. set the price extremely low in order to capture more of the current market share
d. set the price to match other computer and television devices sold by competitors
e. set the price extremely low in order for consumers to purchase it without needing a
coupon
Acquiring an existing firm in a country where the company wants to do business is a
form of international direct investment.
a. True
b. False
First time drivers who are trying to decide which car to buy and how to select an
insurance company, and newlyweds looking to buy their first home, both undergo the
same problem solving processes with respect to their level of involvement in their
buying decisions. Which of the following best describes this common buying process?
a. impulse buying behavior
b. reasoned purchasing behavior
c. extended problem solving
d. routinized response behavior
e. limited problem solving
Noise can also result from distractions within an advertising message itself.
a. True
b. False
Which of the following is most likely to break through a person’s perceptual screen?
a. Unique packaging
b. Black-and-white classified ad
c. Simple message, simple background
d. Fewer colors used in an ad
Candace has been using the same shampoo brand for decades. When she finally dyes
her hair, however, her hairdresser informs her that she will need to find a new shampoo
that can help maintain her new color, prevent breakage, and condition her hair. Before
going to the beauty supply store, Candace calls a few friends for recommendations and
conducts web-based research on shampoos that address her specific needs. What can
one infer about purchase decisions?
a. Every consumer approaches purchase decisions the same way.
b. Buying shampoo can be a high-involvement purchase decision.
c. Purchase decisions are always based on personal factors and preferences.
d. The same purchase decision requires the same level of involvement every time.
e. Product cost is the only factor that determines whether a consumer will engage in a
low- or high-involvement purchase decision.
Which of the following is true of B2B Emarketing?
a. It cannot be used to provide detailed product descriptions.
b. It can help slash orderprocessing expenses.
c. It is a minor part of the ebusiness activity and typically involves less steps compared
to consumer purchases.
d. It is not a very attractive option for buying and selling as more errors occur when
orders are placed over the Internet.
When a pharmaceutical company advertises that its product has a greater pain-relieving
effect than Tylenol, it is using _____ advertising.
a. cooperative
b. comparative
c. retail
d. institutional
In order for a social media marketing plan to succeed, the content of its messages must:
a. attract venture capitalists.
b. include a detailed analysis of competitors’ media marketing plans.
c. be simple.
d. engage the target audience in the conversation.
A straight rebuy is the business market equivalent of extended problem solving in the
consumer market.
a. True
b. False
A(n) _____ is a formal document that identifies and describes goals and strategies,
targeted audience, budget, and implementation methods as well as tactics for
monitoring, measuring, and managing the campaign efforts.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
