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Which of the following is a difference between offprice retailers and specialty shops?
a. Offprice retailers keep a greater amount of floor stock, whereas specialty shops keep
a lower amount of floor stock.
b. Offprice retailers charge customers higher prices, whereas specialty shops charge
customers lower prices.
c. Offprice retailers focus on lean inventory management, whereas specialty shops have
an agile approach to inventory.
d. Offprice retailers focus on providing highquality customer service, whereas specialty
shops deemphasize customer service.
Personality is a term used to broadly organize and group the consistencies of an
individual’s reactions to situations.
a. True
b. False
Unlike magazine advertising, radio advertising:
a. provides maximum flexibility.
b. has longer lead time.
c. poses difficulty in communicating humor.
d. has longterm advertiser commitments.
The first action a marketing team should take when initiating a social media campaign
is to:
a. establish a listening platform.
b. identify the medium for the campaign.
c. identify potential consumers.
d. develop a list of objectives.
Consumers usually buy a(n) _____ only after comparing several brands or stores on
style, practicality, price, and lifestyle compatibility.
a. unsought product
b. specialty product
c. convenience product
d. shopping product
Ace Deliveries, a courier service provider, built a strong reputation over a short period
of six months. Inundated with customers, the company decided to expand its fleet of
vans and enlarge its delivery networks and to stop offering the discounts it was offering
to some market segments. Because it was the holiday sales season, higher pricing made
good business sense. The pricing Ace Deliveries is using is ______.
a. patronageoriented, not operationsoriented
b. operationsoriented, not revenueoriented
c. both revenueoriented and operationsoriented
d. both operationsoriented and patronageoriented
Which of the following generally tends to increase consumers’ comprehension of
marketing communication?
a. Selective exposure, distortion, and retention of communication
b. Consumers’ biases, needs, experiences, and knowledge
c. Differences in age, social class, education, culture, and ethnicity of the target
audience
d. Bright colors and bold graphics of the advertisement
CamScan is a manufacturer of printers, scanners, and other office equipment. It
announces a cash refund for corporate purchases in large quantities. Rick purchases 20
color printers for his office from CamScan during this sale. To collect the cash refund,
he needs to fill out and mail a form provided by CamScan, along with proof of
purchase. In this case, which type of sales promotions is CamScan offering?
a. Premium
b. Bonus
c. Coupon
d. Rebate
Firm XYZ is known for adopting a strategy that focuses on designing new products
based on their assessment of the capabilities of their engineers and on the easy
availability of resources. The firm’s approach, which emphasizes the ease of production
and the talents of its resources rather than the needs and wants of the marketplace, can
be attributed to its ______ orientation.
a. production
b. sales
c. market
d. societal
Which of the following indicates a research method that relies on four types of
observation: people watching people, people watching an activity, machines watching
people, and machines watching an activity?
a. Survey research
b. Observation research
c. Mall intercept interviews
d. Inhome personal interviews
Because services are intangible, many service firms have to use direct distribution or
franchising.
a. True
b. False
Which of the statements is true of management decision problems?
a. They are far less general than marketing research problems.
b. They must be narrowly focused if the research effort is to be successful.
c. They tend to be much broader in scope than marketing research problems.
d. They tend to be information oriented.
Which of the following is an advantage of outsourcing logistics functions?
a. It enables firms to locate stock at fewer plants and distribution centers.
b. It helps firms focus investment on their logistical functions rather than on core
business.
c. It lengthens the ordertocash cycle.
d. It eliminates the need to use a thirdparty logistics company.
Product line depth refers to the number of:
a. competitors present in the market for a particular product line.
b. product lines that an organization offers.
c. market segments a firm is willing to target or serve.
d. product items in a product line.
A firm that adopts an undifferentiated targeting strategy assumes that:
a. a market is composed of narrowly defined market segments.
b. small firms can compete effectively with large firms.
c. concentrating all resources on understanding the needs of a single market may lead to
cannibalization.
d. individual customers have similar needs that can be met with a common marketing
mix.
A form of advertising designed to enhance a company’s image rather than promote a
particular product is called __________.
a. institutional advertising
b. product advertising
c. pioneering advertising
d. competitive advertising
New brands with small market shares tend to spend more on advertising and sales
promotions than those with large market shares because:
a. a certain minimum level of exposure is needed to measurably affect purchase habits.
b. spending more will inhibit the advertising response function.
c. returns multiply exponentially after a certain level of spending.
d. the percentage of growth in market share is directly proportionate to the amount of
money spent on advertising.
Which of the following statements is true of sampling error?
a. It occurs when the sample drawn from a population is the same as the target
population.
b. It occurs when the selected sample is an imperfect representation of the overall
population.
c. It occurs when a sample somehow does not represent the target population.
d. It occurs when there is a measured difference between the information desired and
the information provided.
Which of the following statements is true of price lines?
a. Buyers cannot be offered a wide variety of merchandise at each established price.
b. Price lines enable a seller to reach several market segments.
c. Firms have to carry a larger total inventory than it could without price lines.
d. Price lines are advantageous when costs rise continually.
Which statement is true of today’s tweens in the United States?
a. They are the first generation of latchkey children.
b. Mobile devices account for 41 percent of all screen time for tweens.
c. They are a larger cohort than Baby Boomers.
d. They are aged between 14 and 18 years.
Generation Y grew up as latchkey kids, meaning that they spent time alone at home
while their (often divorced) parents worked long into the night, and they were the
besteducated generation.
a. True
b. False
A disadvantage of newspaper advertising is that:
a. it has low geographic selectivity and flexibility.
b. it encounters distractions from competing ads and news stories.
c. it seldom lends itself well to cooperative advertising.
d. it lacks news value, immediacy, and yearround readership.
Which of the following describes either lean or agile supply chains?
a. In a lean supply chain, products are built before demand occurs; unsold goods are
treated as shortterm loss incurred to increase market presence.
b. Lean supply chains wait until demand is big enough to help production reach
economies of scale so that the waste is minimum or nil.
c. Agile strategies try to forecast demand and reduce waste, with the aim to maximize
customer responsiveness in specific market segments.
d. Agile supply chains wait for demand to occur and use communication and flexibility
to fill that demand quickly.
Nonprofit organizations have the freedom to choose their target audience, which helps
them lower their percapita costs and take advantage of economies of scale.
a. True
b. False
The process of defining, dividing, and subdividing a large homogenous market into
clear identifiable segments having similar needs, wants, or demand characteristics is
identified as _____________________________.
a. market segmentation
b. a consumer market
c. market criteria
d. market concentration
A _____ enables consumers to return products to the retailer or manufacturer in the
event of a product defect or at the end of the product’s useful life to the consumer.
a. gray marketing channel
b. reverse channel
c. nontraditional channel
d. digital channel
Which of the following is true of outsourcing?
a. It reduces corporate growth.
b. It reduces productivity and revenue growth.
c. It faces production delays due to faulty parts.
d. It increases energy costs in the United States.
Laelle is a confectionery company that manufactures candies. It does not use specific
strategies to target children when marketing its products. Instead it uses the same
strategies to promote its candies among all consumers in the market. In this scenario,
Laelle uses a(n) _____.
a. multisegment targeting strategy
b. individual targeting strategy
c. undifferentiated targeting strategy
d. concentrated targeting strategy
Which of the following models does an advertising campaign often follow?
a. BCG matrix
b. The IMC model
c. The AIDA model
d. SWOT matrix
Teens possess a negligible amount of buying power.
a. True
b. False
Which is an advantage for companies that globalize their supply chains?
a. It allows companies to take advantage of cheaper labor and not have to contend with
trade barriers and tariffs encountered and thus increases the demand for imported
products worldwide.
b. It helps reduce transportation and warehousing costs.
c. It decreases the length and risk of supply chains globally.
d. It helps standardize the quality of the products produced.
