Which of the following is NOT an advantage of personal selling?
a. Personal selling provides a detailed explanation or demonstration of the product.
b. Costs can be controlled by adjusting the size of the sales force.
c. Personal selling is considerably more effective than other forms of promotion in
obtaining a sale and gaining a satisfied customer.
d. Personal selling is not as effective as other forms of sales promotion.
Corporate blogs are easy to maintain because they do not require indepth writing or
monitoring of comments.
a. True
b. False
A salesoriented companyy is one that focuses on _______.
a. the needs and wants of the customers
b. aggressive sales techniques
c. enhancing individuals’ and society’s longterm best interests
d. the internal capabilities of the firm
Which of the following aspects of packaging is especially important in international
marketing?
a. Labeling
b. Aesthetics
c. Climate considerations
d. All of the above are correct.
Which of the following statements is true of retail channel omnification?
a. Physical and online stores are combined into a single system for delivering on
customer demand.
b. Consumers are required to pick up their orders from a physical store after purchasing
online.
c. Physical stores are replaced by warehouses to store goods that can be purchased
online.
d. Consumers are required to visit physical stores before getting access to their online
store.
Which of the following is included in the promotional mix?
a. Personal selling
b. Price
c. Product
d. Place
Fresnas Cuisine, a restaurant chain, recently introduced fast food on its menu because
management recognized that their customers are predominantly young people. This
scenario illustrates how _____ influence marketing decisions.
a. economic factors
b. demographic factors
c. legal factors
d. ethical factors
Lead qualification is the identification of the firms and people most likely to buy the
seller’s offerings.
a. True
b. False
Which of the following ethical theories states that it is an organization’s social
responsibility to pay attention to the interest of every affected stakeholder in every
aspect of an organization’s operation?
a. Deontological theory
b. Moral relativism theory
c. Casuist ethical theory
d. Stakeholder theory
Which term refers to developing product or service offerings customized for a customer
segment and then pricing and communicating these offerings for the purpose of
enhancing customer relationships?
a. Transaction management
b. Campaign management
c. Sales Promotion
d. Lead qualification
_____ is the ability of an advertising medium to reach a precisely defined market.
a. Audience selectivity
b. Target sensitivity
c. Projection efficiency
d. Target efficiency
Which of the following laws prohibits bribery of foreign officials to obtain business?
a. Foreign Corrupt Practices Act of 1977
b. Consumer Product Safety Act of 1972
c. Homeland Security Act of 2002
d. Restoring American Financial Stability Act of 2010
Castle Brew Inc., a leading multinational beverage manufacturing company,
coordinates with Waste Yard Inc., a waste management company, to devise a strategy to
recycle and reuse beverage bottles. Castle Brew Inc. plans to install hundreds of
machines that would recycle empty bottles in many locations and toreward consumers
who participate in the initiative. The company believes that this initiative would help
protect the environment. In this scenario, Castle Brew Inc. is practicing _____.
a. sustainable supply chain management
b. outsourcing
c. mass production
d. demandsupply integration
A productionorientated company can survive in a competitive market if ______.
a. its goods and services meet the needs of the marketplace
b. it does not implement aggressive sales techniques
c. it focuses solely on society’s longterm best interests
d. it does not assess the internal capabilities of the firm
Communication by marketers that informs, persuades, and reminds potential buyers of a
product to influence an opinion or elicit a response is called ____________.
a. direct selling
b. promotion
c. the marketing mix
d. target marketing
Stacy, a customer of MMM Bank, is extremely pleased with the bank’s efforts to please
customers and its range of services. She gives the bank high ratings on their feedback
form and also recommends the bank to her friends and family. Stacy’s evaluation of
MMM Bank is a reflection of ______.
a. customer value
b. customer satisfaction
c. customer relations
d. consumer management
The managers of Pork Farm Inc., a meatpacking company, want to create more
consumer demand for the company’s products that are not as popular as its competitors.
They have a meeting to decide on the effective communication strategies that can be
used to increase the popularity of Pork Farm Inc.’s products among customers. They
want to do this by advertising their company’s products. In this scenario, the managers
of Pork Farm Inc. are developing the _____.
a. promotional strategy
b. differentiation strategy
c. service strategy
d. price strategy
A medium of communication—such as a voice, radio, or newspaper—for transmitting a
message is called _____________.
a. a channel
b. encoding
c. decoding
d. a sender
Threedimensional printing is expected to dramatically reduce businesses’ carbon
footprints because the technology ______.
a. enables the use of only recyclable raw materials and renewable energy sources
b. will be heavily taxed so that the tax revenues can be channeled into green programs
c. nearly eliminates transportation of finished goods to distribution centers and retailers
d. is usable only locally and thus will tend to promote local economies that are small
As a commitment to diversity and inclusion, Bank of America partnered with the
American Ad Council on a campaign known as “Love Has No Labels.” The campaign
was a roaring success as it touched upon which positioning base of its audience?
a. Responsiveness
b. Personality
c. Emotion
d. Attribute
Which of the following statements is true of the global issues in services marketing?
a. Competition in international services is decreasing rapidly.
b. The international marketing of services is a major part of global business.
c. The marketing mix elements do not need to take into account each country’s cultural
environment.
d. The first step toward success in the global marketplace is designing the marketing
mix elements.
Volten Inc. is an apparel store. It has separate sections for casual wear, office wear, and
party wear. It offers a broad selection of clothing across various price ranges to
accommodate consumers at different income levels. In this way, Volten caters to
different socioeconomic groups. Volten targets its market segments using _____ as its
base for product positioning.
a. product class
b. application
c. competitor
d. product user
A sales manager’s sole function is to maximize sales at a reasonable cost while also
maximizing profits.
a. True
b. False
Which of the following represents approaches to create a price strategy?
a. Price skimming and penetration pricing, but not status quo pricing
b. Penetration pricing and status quo pricing, but not price skimming
c. Status quo pricing and price skimming, but not penetration pricing
d. Price skimming, penetration pricing, and status quo pricing
Which is a key characteristic of those in the early majority who purchase a new
product?
a. They do not spend much time weighing the pros and cons of adopting a new product.
b. They are likely to collect less information and evaluate fewer brands than early
adopters.
c. They rely on the group for information but are unlikely to be opinion leaders
themselves.
d. They tend to be opinion leaders themselves, rather than their friends and neighbors.
Which of the following is a similarity between specialty stores and restaurants?
a. Both have low gross margins.
b. Both have narrow product assortment.
c. Both offer high levels of service.
d. Both have low prices.
A market segment is a subgroup of people or organizations having different
characteristics that cause them to have distinct product needs.
a. True
b. False
Which of the following is NOT true about social media?
a. Social media are meant to be a social experience, not a marketing experience.
b. The term social media means different things to different people.
c. Social media have not affected the way marketers communicate with their brands.
d. Currently, online technology, particularly social media, is being used to promote
brands.
Which of the following is a guideline that marketers should follow to leverage owned,
earned, and paid media?
a. Maximize owned media by reaching out beyond their existing websites.
b. Plan sales goals based on estimates of public and media relations efforts will translate
into earned media.
c. Don’t count on paid media to play an important role in driving customer engagement.
d. Focus on creating fewer digital touch points for more control over sales.
Shopper marketing is responsible for the decline of the partnership trend between brand
manufacturers and specific retailers.
a. True
b. False
Which of the following indicates the impact of Patient Protection and Affordable Care
Act on marketing?
a. It revamped the U.S. healthcare system and specifically mandated and subsidized
health insurance for individuals.
b. It prohibited cigarette advertising on television and radio and revised the health
hazard warning on cigarette packages.
c. It requires warning labels on hazardous household chemicals.
d. It required safety packaging for products that could be harmful to children.
Which of the following refers to changing one or more of a product’s characteristics?
a. Product modification
b. Repositioning
c. Product line extension
d. Planned obsolescence
