All of the following are types of reference groups EXCEPT:
a. formal.
b. informal.
c. personal.
d. direct.
A set of unique aspects of an organization that causes target consumers to patronize its
rather than its competitors is called a ____________.
a. promotional strategy
b. competitive advantage
c. marketing mix
d. promotional mix
Which of the following statements is true of a salesoriented firm?
a. Consumers can be convinced to buy goods or services even though they do not need
them.
b. Salesoriented firms understand the needs and wants of the marketplace.
c. Salesoriented firms place maximum emphasis on society’s longterm best interests.
d. Intermediaries are encouraged to aggressively push manufacturers’ products.
Which of the following does a business exhibit when it describes itself in terms of
goods and services rather than in terms of the benefits customers seek?
a. Marketing myopia
b. Marketing inertia
c. Marketing dissonance
d. Marketing blockage
The CANSPAM Act was passed as an attempt to regulate unsolicited email advertising.
The act prohibits commercial emailers from using false addresses and presenting false
or misleading information, among other restrictions.
a. True
b. False
Salespeople selling in foreign markets should tailor their presentations and closing
styles to each market.
a. True
b. False
Unlike offprice retailers, specialty shops:
a. adopt an operating model that implies low prices for customers.
b. focus on lean inventory management.
c. can accommodate a broader range of customer demands.
d. deemphasize customer service and product selection.
The term product refers to a tangible good. Services and ideas are not classified as
products because of their intangible nature.
a. True
b. False
With regard to business customers, which statement is true of institutions?
a. They are profitoriented companies that use purchased goods to incorporate into other
products.
b. They are organizations that buy finished goods and resell them for a profit.
c. They are buying units that account for the greatest volume of purchases of any
customer category.
d. They are nonbusinesses in the business markets that seek to achieve goals other than
the standard business goals of profit.
A firm can charge different prices to different customers if the prices represent
manufacturing or quantity discount savings.
a. True
b. False
In a particular supermarket, a customer picks up a J. K. Rowling book to examine
before purchase. The retailer uses technology to suggest related items, such as other
books by the author and Harry Potter merchandise, via the customer’s mobile phone.
What technology is the store using?
a. Beacon
b. RFID
c. Swarm
d. Clickandcollect
In the context of the promotional mix, _____ attempts to persuade the buyer to accept a
point of view.
a. relationship selling
b. personal selling
c. sales promotion
d. media promotion
Consumer sales promotion is directed toward members of the marketing channel, such
as wholesalers and retailers.
a. True
b. False
Hallie has a tendency to be egocentric. She follows the rules of her company mainly to
avoid punishment and to gain respect. When making decisions, she always focuses on
the immediate benefits she will gain from an alternative. Which of the following levels
of ethical development does Hallie’s behavior illustrate?
a. Preconventional morality
b. Postconventional morality
c. Conventional morality
d. Ethnocentric morality
Lily’s Apparel, a renowned apparel store, focuses on Generation Y customers and
provides them with a customized clothing experience. Lily’s Apparel has defined its
target market by _____.
a. religious convictions
b. educational qualifications
c. geographic boundaries
d. psychographic characteristics
_____ is the most complex type of consumer buying decision and is associated with
high involvement on the part of the consumer.
a. Limited decision making
b. Routine response behavior
c. Extensive decision making
d. Lowinvolvement products
For both small and large vendors, paperwork is typically simpler and manageable than
if selling at a federal level.
a. True
b. False
Which of the following describes product line depth?
a. It is the number of product items in a product line.
b. It is the number of product lines an organization offers.
c. It refers to all products that an organization sells.
d. It is a group of closely related product items.
A sampling error is an error that occurs when there is a difference between the
information desired by the researcher and the information provided by the measurement
process.
a. True
b. False
Magnira Inc., an equipment manufacturing company, designs precision cutting tools
that can be used for various applications. A recent project required Magnira to work
closely with a surgical tools manufacturing company to produce a medical stapler that
helps reduce traumatic procedures and promotes quicker patient recoveries. This is an
example of the:
a. product development and commercialization process.
b. supplier relationship management process.
c. customer service management process.
d. order fulfillment process.
Which of the following statements is true of an express warranty?
a. It gives the impression of environmental friendliness to a product.
b. It is an unwritten guarantee that a good or service is fit for the purpose for which it is
sold.
c. It prohibits other firms from using a brand or part of a brand without permission.
d. It is a written guarantee that the product or service being sold is fit for the purpose for
which it is sold.
Which statement is true of cooperative advertising?
a. It does not allow retailers to promote manufacturer’s product lines.
b. It resolves the impracticality of listing all one’s dealers in national advertising.
c. It requires retailers to bear the entire cost of advertising.
d. It cannot be used for advertising on the radio.
Chipotle stated they were “in the market for Mexican food” by competing on quality
instead of price. Chipotle is a company that prides itself on serving “food with
integrity.” Which mass market targeting strategy did it use when entering the market?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Differentiated marketing
Review sites lack the scope for twoway interaction between marketers and consumers.
a. True
b. False
In which level of ethical development does a person move from a selfcentered
viewpoint to behaviors that adhere to the norms of society?
a. Preconventional morality
b. Postconventional morality
c. Conventional morality
d. Ethnocentric morality
When a firm believes that the social and economic validation for its existence is
obtained from achieving their organizational objectives by satisfying customer wants
and needs legally and responsibly, then that firm is said to be ______ oriented.
a. production
b. sales
c. market
d. societal
CThrough, an optics manufacturing company, wants to focus on relationship marketing.
In this case, which of the following strategies is the best for CThrough to market its
products?
a. It can use social networking sites to advertise itself to businesses.
b. It can market its products through dealers.
c. It can set the price and other conditions of sale without negotiation.
d. It can use accessory equipment and major equipment. It can enhance satisfactory
services.
Khokho’s Coffee House was the first company to introduce flavored coffee in the global
market. It blends coffee in several different flavors, such as blueberry, cinnamon, and
cranberry, based on the flavors each country prefers. In this scenario, Khokho’s Coffee
House is involved in _____.
a. product invention
b. promotion adaptation
c. global marketing standardization
d. product adaptation
A credence quality is a characteristic that can be easily assessed before purchase.
a. True
b. False
The final stage in the newproduct development process is ______.
a. business analysis
b. development
c. test marketing
d. commercialization
The universal product code (UPC) system and scanners are used in scannerbased
research.
a. True
b. False
Allen, a Human Resources manager in a multinational firm, is recruiting employees.
Rebina, one of the candidates, introduces herself and shares some of her background.
From a marketer’s point of view, which of the following things she said is considered a
demographic factor?
a. She lives in California.
b. She believes in the value of social services.
c. She is a very creative cook.
d. She prefers using a specific brand of electronic gadgets.
Imitation by competitors indicates a lack of competitive advantage and almost ensures
mediocre performance.
a. True
b. False
____________ is the process by which meanings are exchanged or shared through a
common set of symbols.
a. Promotion
b. Promotional strategy
c. Communication
d. Encoding
Panache, a fashion design company, organizes an online contest. Participants are asked
to design women’s apparel to be posted on a social media website where its members
can vote and provide feedback. Based on those votes, Panache will announce the
winner and offer that individual a job at its firm. In this scenario, Panache is involved in
_____.
a. brandjacking
b. tagging
c. blogging
d. crowdsourcing