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Through direct selling, manufacturers completely bypass retailers and wholesalers and
set up their own channels to sell their products directly to consumers.
a. True
b. False
Nonpersonal stimulation of demand for a good, service, person, cause, or organization
through unpaid placement of significant news about it in a published or broadcast
medium is called _____.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
The most obvious distinction between notforprofit organizations and forprofit firms is
the focus on generating revenues above and beyond the costs.
a. True
b. False
_____ are major capital investments in the B2B market.
a. marketing mix
b. specialty products
c. product
d. services
e. convenience products
f. impulse goods
g. installations
h. wholesalers
i. business-to-business (B2B)
j. supplies
k. emergency goods
l. shopping products
m. component parts and materials
n. staples
o. product mix
p. product line
q. line extension
r. total quality management
s. product lifecycle
t. benchmarking
Cobranding is a cooperative arrangement in which two or more businesses team up to
closely link their names on a single product.
a. True
b. False
Salespeople involved order-processing tasks persuade their wholesale or retail
customers to carry more complete inventories of their firm’s merchandise.
a. True
b. False
While shopping at the mall, you notice a group of young women asking shoppers
whether they can spare five minutes to answer some questions about their shopping
experiences at the mall. Given your marketing experience, you immediately recognize
that these young women are conducting a marketing research project.
At which step in the marketing research process are the young women?
a. identifying the problem
b. formulating a hypothesis
c. creating a research design
d. conducting exploratory research
e. collecting primary and secondary data
Observation alone cannot supply all the necessary information as it is difficult to get
exact demographic information from observation.
a. True
b. False
An international company chose to go with a global marketing strategy in a new
location, planning to exactly duplicate the company’s previous success in its home
country. The venture was not a success. While it enjoyed economies of scale, the
marketing campaign did not engage new customers. Which information is essential to
create a new and successful marketing campaign?
a. factors that led to successful efforts in the company’s home country
b. input from employees who were laid off due to the business's failure
c. negative comments made on social media by the company’s limited number of
visitors
d. information from doing a rotating promotional effort that changes with the four
seasons
e. specific details about the unique needs of potential customers in the new location
The _____ stage in brand loyalty leads consumers to refuse alternatives and search
extensively for the desired merchandise.
a. brand recognition
b. brand insistence
c. brand awareness
d. brand preference
_____ is the process of searching through computerized information files to detect
patterns that guide decision making.
a. Sales forecasting
b. Data mining
c. Exploratory research
d. Ethnographic research
The product invention strategy helps a firm take advantage of unique foreign market
opportunities.
a. True
b. False
A _____ strategy focuses on developing entirely new products for new markets.
a. market penetration
b. market development
c. product development
d. product diversification
Define social media. What are the basic forms of social media?
Shannon and Jeff were recently married and purchased a home. Now, they're shopping
for a lawn mower and are looking for one that is easy to use and is self-propelled. Jeff
had a lawn mowing business when he was in high school and college and is fairly
familiar with the brands and features. They visit a local WalMart and although Jeff
wasn't familiar with the brand names, within a few minutes making comparisons across
the models in-stock, they make their purchasing decision. What type of decision process
did Shannon and Jeff utilize?
a. limited problem solving
b. routinized response behavior
c. extended problem solving
d. family decision making
Promotion that seeks to develop initial demand for a good, service, organization,
person, place, idea, or cause is called _____ advertising.
a. informative
b. persuasive
c. reminder
d. evaluative
You have accepted a new job in personal sales that requires training in the use of
technologies like predictive dialers, random-digit dialing, and autodialing. What is the
new job that you have accepted?
a. inbound telemarketer
b. network marketer
c. team selling
d. inside selling
e. outbound telemarketer
Consolidated metropolitan statistical areas (CMSA) are limited to the same state,
making it difficult for marketers to tap into similar product-use patterns among
populations in neighboring states.
a. True
b. False
Blunk is a service that allows users to send updates through posts that contain only a
few words. These updates are sent to the users who have signed up to receive them.
Blunk can be regarded as a(n) _____.
a. blogging site
b. social networking site
c. microblog
d. online forum
Agents and brokers perform wholesaling activities without taking title to the goods.
a. True
b. False
You work for a Middle Eastern firm that has just decided to sell jewelry to the United
States market. This decision was motivated by several accurate considerations,
including:
a. Size of the United States market for jewelry
b. High levels of discretionary income in the United States
c. Political stability in the United States
d. Few foreign competitors
Centralized buying tends to emphasize short-term results rather than focusing on
long-term relationships.
a. True
b. False
Advertising specialties help reinforce previous or future advertising and sales messages.
a. True
b. False
When the elasticity of demand or supply is greater than 1.0, then that demand or supply
is said to be inelastic.
a. True
b. False
Marginal revenue is the change in total revenue that results from selling an additional
unit of output.
a. True
b. False
MarkPro Solutions is developing a social media marketing plan for an automobile
company in order to help it market its products through social networking sites.
MarkPro Solutions has designed a marketing campaign, and is currently in the process
of documenting the goals and strategies of the plan together with the implementation
and monitoring methods. Which of the following sections of the SMM plan is being
developed by MarkPro Solutions in the above scenario?
a. The overview of the plan
b. The competitive analysis
c. The body of the plan
d. The executive summary
Which of the following is TRUE regarding the concept of elasticity in pricing strategy?
a. If the elasticity of demand is greater than 1.0, that demand is said to be elastic
b. If the elasticity of supply is greater than 1.0, that demand is said to be inelastic
c. If the elasticity of demand is less than 1.0, that demand is said to be elastic
d. If the elasticity of supply equals 1.0, that demand is said to be elastic
Which of the following is the largest segment of the business market?
a. Trade industries, which include retailers, wholesalers, and resellers
b. The commercial market, which includes anyone who acquires products to support
production of other goods and services
c. Government organizations, including the military, state, and federal governments
d. Institutions such as hospitals and churches
Which of the following might be classified as an unethical sales practice?
a. persuading a customer to purchase a product or service that does not meet a
customer's need
b. providing only the positive attributes of a product's capabilities
c. using a customer success story as part of a sales presentation
d. asking customers for referrals to other potential customers who may have a similar
need for a product or service
_____ describes the extent to which buyers of a product or a service are content with
their purchases.
a. Average propensity to consume
b. Customer satisfaction
c. Customer lifetime value
d. Market cognizance
