The interpersonal influences on consumer behavior include a person’s _____.
a. attitudes
b. perceptions
c. family
d. self-concept
Viral marketing involves efforts that allow satisfied customers to spread the word about
products to other customers.
a. True
b. False
_____is an arrangement by which a marketer pays a fee to have his or her firm’s
website or ads pop up after a computer user enters a key word or words into a search
engine.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
f. bot
g. search marketing
h. electronic signature
i. phishing
j. blog
k. clickthrough rate
l. conversion rate
m. electronic shopping cart
n. firewall
o. eprocurement
p. vishing
q. spam
r. podcast
s. preroll video ad
t. engagement
The breakeven point is the point at which:
a. revenue from sales equals the variable cost of the product.
b. the supply curve intersects the demand curve.
c. total revenue from sales equals total cost.
d. marginal cost runs above the marginal revenue curve.
In the context of business products, office stationery will fall under the category of:
a. installations.
b. shopping products.
c. supplies.
d. accessory equipments.
A characteristic of a good brand name is that it should:
a. avoid giving buyers the correct connotation of the product’s image.
b. be easy to recognize and remember.
c. always be an acronym.
d. be difficult to pronounce.
Air travel today is not very glamorous and takes a lot of patience but many changes
have occurred to enhance convenience for travelers. First, consumers can book their
own travel via the Web rather than use a travel agent. Before their flight, they can
checkin remotely via their smart phone or other mobile device and print their boarding
pass. Alternately, they can use their smart phone to display their boarding pass to the
gate agent who scans the digital image. Once onboard and safely cruising, some airlines
offer inflight wifi to enable travelers to check their email, send documents, surf the web
or catch up on a Netflix series or movie. These conveniences are most related to the
________ environmental factor.
a. technological
b. socialcultural
c. politicallegal
d. economic
A company with a large amount of intellectual property plans to expand into Europe.
Their marketing team is working to protect all the company-owned trademarks across
many countries. Which benefit of European Union membership will streamline this
process?
a. The Treaty of Lisbon allows the EU to enter into international agreements.
b. The common currency (the euro) simplifies payments between member countries.
c. The EU Community Trademark eliminates separate registration with each country.
d. The standardization of eco-labels certifies environmental production friendliness.
e. Uniform customs taxes and postal systems speed transportation of products.
You’ve been hired to implement a CPFR system for the Core Corporation. While you
recognize the benefits of such systems, you informed the CEO not to expect:
a. Collaborative forecasting between Core and its vendors
b. Collaborative planning between Core and its vendors
c. Collaborative advertising between Core and its vendors
d. Any of the above
e. All of the above
You are working with the data scientist from your sales department to develop a
regression model for forecasting your company’s sales based on changes in the U.S.
economy.
Which of the following types of data do you need the most in order to enhance the
accuracy of the model’s forecasts?
a. qualitative data about the department’s sales force
b. qualitative data about your marketing environment
c. quantitative data about your company’s historical sales
d. qualitative data about your company’s historical sales and U.S. economic
performance statistics
e. quantitative data about your company’s historical sales and U.S. economic
performance statistics
The process of encoding data for security purposes is called _____.
a. authorization
b. authentication
c. encryption
d. randomization
Penelope is using data collected and published by a trade association in her marketing
research study. The data used by Penelope can be regarded as _____.
a. secondary data
b. primary data
c. raw data
d. experimental data
The strategy of attaching a popular brand name to a new product in an unrelated
product category is known as _____.
a. brand licensing
b. brand reinforcement
c. brand engagement
d. brand extension
_____ are computer systems that help marketers analyze marketing information by
assembling, storing, manipulating, and displaying data by their location.
a. Core based information systems
b. Inertial navigation systems (INS)
c. Geographic information systems (GIS)
d. Advanced navigation assessment systems
Many government and organizational procurement departments do not pay set prices
for their purchases. Instead, they:
a. always negotiate with favored suppliers to get exactly what they want.
b. approach the supplying industry and get an average estimate of price from all
producers.
c. determine the lowest prices available for items that meet specifications through
competitive bidding.
d. call the federal supply agency and place an order with this government-run factory.
There are many clothing retailers in Ida’s city, but she sells her line of sweaters in only
about a dozen boutiques. Ida’s approach to distribution intensity yields the following
benefit(s):
a. Cooperative advertising opportunities
b. Exclusivity
c. Compliance with Ida’s rules for displaying her sweaters
d. Maximum convenience for Ida’s customers
e. All of the above
A person who oversees the social media analytics function in a firm’s social media
campaign is responsible for measuring the results of the marketing effort.
a. True
b. False
Marketing strategies that prove successful in one country are invariably applied
successfully in international markets as well.
a. True
b. False
A new specialty retail store, Threads is making decisions about its target market and
access the US Census Bureau website to identify the characteristics of individuals
living within its market area. It’s specifically interested in the distribution based on
income, education, and age of residents . This information helps Threads understand the
______ profile of the market area.
a. demographic
b. geographic
c. psychographic
d. purchasing
Which of the following is true of personal selling?
a. It is less time consuming compared to other types of promotions.
b. It is an ineffective promotional strategy for firms that market to relatively few
potential customers.
c. It accounts for a small share of the marketing budget in a firm.
d. It is interpersonal and basic to any enterprise.
Which of the following statements is true of markup?
a. A marketer’s markup exerts no influence on its image as perceived by customers.
b. Retailers who offer more services charge larger markups to cover their costs.
c. Markups typically are stated as percentages of net interest expenses.
d. Retailers with a lower turnover rate can make a profit by charging a smaller markup.
African Americans are part of every economic group in the United States.
a. True
b. False
You work for a national fast food chain restaurant whose executives want to revamp
your marketing strategies. They use a promotional strategy that allows them to
showcase their foods and services as better than the myriad fast food restaurants out
there.
Which type of advertising did the company use?
a. retail advertising
b. reminder advertising
c. informative advertising
d. cooperative advertising
e. comparative advertising
Firms that narrowly define their organizational goals can avoid the problem of
marketing myopia.
a. True
b. False
In which phase of U.S. government regulation were major laws such as the Sherman
Antitrust Act, the Clayton Act, and the Federal Trade Commission Act passed to
maintain a competitive environment?
a. The phase aimed at protecting competitors
b. The industry deregulation phase
c. The antimonopoly period
d. The consumer protection phase
Advertising in which the manufacturer pays a percentage of the retailer’s advertising
expenditures and the retailer prominently displays the firm’s products is known as
_____ advertising.
a. affinity
b. cooperative
c. sustainable
d. community
The organizational buying process differs from the consumer purchase process as the
organizational buying process:
a. involves few decision makers in making purchase decisions.
b. is informal and less professional.
c. requires a longer time frame because of complexity of the decisions.
d. generally involves purchase of highly standardized products.
Matt Reed works for the marketing team at a mobile manufacturing company and is
responsible for creating content and generating discussions on social media sites
regarding the company’s product releases and other lifestyle conversations. His
responsibilities in the marketing team are similar to those of a _____.
a. social media developer
b. content programmer
c. copywriter
d. brand manager
_____ is the process of rejuvenating lost relationships with customers.
a. Customer polarization
b. Customer acquisition
c. Customer win-back
d. Customer orientation
The facilitating functions of marketing include:
a. securing marketing information and financing.
b. buying and selling.
c. securing market information and storage.
d. risk taking and transporting.
