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Which ethical theory does not believe in absolute rules and states that during an ethical
dilemma, a person makes the most appropriate decision by considering all the
alternatives and choosing the lesser among evils as the resolution?
a. Casuist ethical theory
b. Act utilitarianism
c. Rule utilitarianism
d. Moral relativism
The marketing managers of Havtol Inc., a food products company, created a dedicated
software system to receive customers’ feedback on the company’s latest products.
Customers who log into the company’s networking site are directed to a page where
they can answer a questionnaire. The managers can query the server at any time and
collect the data required. In this scenario, Havtol Inc. is most likely using a(n) _____.
a. web survey system
b. online panel provider
c. web phishing system
d. online focus group
_____ exists when one party has confidence in an exchange partner’s reliability and
integrity.
a. Obeya
b. Trust
c. Keiretsu
d. Commitment
Generally speaking, industry and government work uncooperatively even when
problems common to both emerge. In fact, they often work against one another. Thus,
formation of successful PPPs is rare.
a. True
b. False
Which of the following is an example of heterogeneity of services?
a. The packaging of the pizza that I ordered today had a very different design and was
made of recyclable paper.
b. The tire I bought at a Chicago service station came with a discount but lasted as long
as another other tire.
c. The customer service agent who contacted me last week was more helpful than the
one who contacted me today.
d. The surgical instruments that doctors use in a New York hospital are the same as
those used by doctors in the Miami hospital where I was examined.
Laura went to Walmart to check the quality, sizing, and price of some branded clothes.
But she found the same items at a cheaper price online and bought them online instead
of getting them at Walmart. What is this practice called?
a. Showrooming
b. Marketing
c. Window shopping
d. Product involvement
Which statement describes a primary feature of a buying center?
a. The composition of the buying group usually is static for all purchases.
b. The number of people involved in a buying center varies with the complexity and
importance of a purchase decision.
c. The average buying center includes more than 10 people.
d. Membership and influence does not vary from company to company.
Average family incomes are higher in more developed countries than in less developed
countries.
a. True
b. False
The number of target customers who are exposed to a commercial at least once during a
specific period (usually four weeks) is called ______.
a. reach
b. frequency
c. cost per click
d. cost per contact
The pyramid of corporate social responsibility presents ethical responsibilities as the
foundation for the other three responsibilities.
a. True
b. False
The administrative head of a company proposes to replace and revolutionize the office
furniture for the employees comfort. Which of the following roles does the
administrator play in this scenario?
a. Influencer
b. Initiator
c. Gatekeeper
d. Purchaser
Which of the following is an advantage of a multisegment targeting strategy?
a. It significantly reduces the risk of product cannibalization.
b. It provides economies of scale in manufacturing and marketing.
c. It does not require firms to tailor marketing mixes to the preferences of market
segments.
d. It decreases the costs involved in product design, marketing research, and
management.
Which of the following statements is true of a code of ethics?
a. It is most effective when presented in a long list of dos and don’ts.
b. It is an effective internal control of behavior.
c. It is typically drafted by government agencies.
d. It applies to top managers of an organization rather than its employees.
A ____________segmentation has the advantage of being simpler and easier to use.
a. single–variable
b. doublevariable
c. triplevariable
d. multiplevariable
Acme Foundation provides information about channel members and consumers by
getting answers to key questions such as, Who are the buyers? Where are they located?
Why do they buy? Acme also ensures that channel members have the money to keep
products moving through the channel to the ultimate consumer. The function of Acme
described here is ______.
a. logistical
b. transactional
c. facilitating
d. ideation
Dynamic pricing has better equipped brickandmortar stores to compete with their online
alternatives.
a. True
b. False
When conducting marketing research projects, which of the following statements is true
of secondary data?
a. It can result in loss of time and money.
b. It doesn’t provide detailed information to the researcher to help him make decisions.
c. It refers to information collected for the first time.
d. It can suggest research methods needed for solving a problem.
An electronic equipment manufacturer collects data about its customers through
customer interactions. On the basis of the data, the firm customizes its products and
services according to the needs of customer segments. This is an example of effective
_____.
a. transaction management
b. campaign management
c. lead generation
d. lead qualification
Which of the following refers to using consumers to develop and market products?
a. Crowdsourcing
b. Outsourcing
c. Social media monitoring
d. Offshoring
Unlike the youngest Gen Yers, many of the oldest members of Generation Y:
a. are entering adulthood.
b. were the least affected by the Great Recession.
c. turned 50 years old in 2016.
d. have become parents.
Which statement correctly states the impact of social media on consumer behavior?
a. Although social media allow people to continue traditional ways of information
gathering, these new technologies make people more knowledgeable by giving them
access to a lot of information.
b. Although social media allow people to stay in touch in new ways, the new
technologies mostly confuse people by giving them access to too much information.
c. Social media have drastically changed the advertising business from an industry
based on relationships and conversations to one based on massmedia models.
d. Social media have drastically changed the advertising business from an industry
based on massmedia models to one based on relationships and conversations.
Which of the following statements is true of marketers as senders in the communication
process?
a. They adapt existing messages.
b. They listen to the demands of target markets.
c. They spot new communication opportunities.
d. They remind the target markets to take action.
Unlike a firm that strives for market share, a firm with the objective of maximizing
sales
a. possesses adequate funds and faces an optimistic future.
b. ignores profits, competition, and the marketing environment as long as sales are
rising.
c. benefits from maximization of cash if it is adopted as a longrun objective.
d. seeks to maintain existing prices or to meet the competition’s prices.
The marketing function that evaluates public attitudes, identifies areas within the
organization the public may be interested in, and executes a program of action to earn
public understanding and acceptance is called ___________.
a. public relations
b. publicity
c. advertising
d. sales promotion
New technology that allows marketers to collect detailed information of customers
offers marketers a more costeffective way to reach customers and:
a. choose which segment or segments to target.
b. enables businesses to personalize their messages.
c. review general activity on the website.
d. position the product.
From the following, identify the correct sequence of decision making steps when
buying a new or expensive product.
a. (1) Need recognition, (2) information search, (3) evaluation of alternatives, (4)
purchase, and (5) postpurchase behavior.
b. (1) Information search, (2) evaluation of alternatives, (3) need recognition, (4)
purchase, and (5) postpurchase behavior.
c. (1) Evaluation of alternatives, (2) information search, (3) need recognition, (4)
purchase, and (5) postpurchase behavior.
d. (1) Information search, (2) need recognition, (3) evaluation of alternatives, (4)
purchase, and (5) postpurchase behavior.
Patronageoriented pricing seeks to match supply and demand by varying prices.
a. True
b. False
Unlike affluent upperclass consumers, workingclass or middleclass consumers are more
likely to be salaried executives or selfemployed professionals with at least an
undergraduate degree.
a. True
b. False
In personal selling, cost per contact is much greater than for mass forms of
communication.
a. True
b. False
In a direct foreign investment arrangement, which statement is true of the direct
investors?
a. They do not have a controlling interest in the firm.
b. They possess the lowest potential risk.
c. They have the highest potential reward.
d. They have a small minority interest in the foreign firm.
A publicly accessible web page that serves as an interactive journal is called a tweet.
a. True
b. False
