Which of the following product offerings is intangible?
A) a package of laundry detergent
B) an ink cartridge for a printer
C) a wool jacket
D) a gold ring
E) a taxi ride
Designing international channels that take into account the entire global supply chain
and marketing channel, thus forging an effective global value delivery network,
recognizes a company must have a ________.
A) whole-channel view
B) direct-distribution channel
C) large-scale channel
D) transportation network
E) retail channel
Which of the following is the most effective—but most expensive—way to introduce a
new product or create new excitement for an existing one?
A) coupons
B) sampling
C) cash refunds
D) cents-off deals
E) satisficing
While looking for ideas on how to craft a user-friendly dishwasher, the designers of a
dishwasher-manufacturing company spent 10 days observing people as they used their
dishwashers in their homes. In this instance, the designers were conducting ________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research
All of the following are benefits of direct marketing for sellers EXCEPT ________.
A) access to small groups or individuals
B) program flexibility
C) mass reach and immediate returns
D) low cost
E) easy to personalize products
In ________, companies put their purchasing requests online and invite suppliers to bid
for the business.
A) product specification
B) supplier search
C) reverse auctions
D) procurement
E) problem recognition
Which of the following is a nontariff trade barrier?
A) strike
B) quota
C) boycott
D) exchange premium
E) restrictive product standards
The United States and Norway are examples of ________ economies.
A) subsistence
B) industrializing
C) emerging
D) industrial
E) raw material exporting
When amusement parks charge customers for admission and later for food and
beverages, they are following a ________ pricing strategy.
A) by-product
B) product line
C) penetration
D) skimming
E) two-part
Which of the following appeals is based on the idea that consumers often feel before
they think?
A) emotional appeal
B) rational appeal
C) structural appeal
D) standardized appeal
E) integrated appeal
________ involves thinking ahead in the design stage to create products that are easier
to reuse, recycle, or recover.
A) DSS
B) Design for environment (DFE)
C) Sustainability vision
D) New clean technology
E) Pollution prevention
The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently
studying the size, density, location, age, and occupation of its target market. Which of
the following environments is being studied in this scenario?
A) demographic environment
B) political environment
C) economic environment
D) technological environment
E) cultural environment
A marketing research company asked members of a focus group to describe several
brands as animals. The purpose of the request is to measure the prestige of the various
brands. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
Which of the following is true of using trucks as a transportation mode?
A) Transportation via trucks is costlier than by rail or air.
B) Trucks are a specialized means of shipping petroleum, natural gas, and chemicals
from sources to markets.
C) Trucks provide in-transit services such as the diversion of shipped goods to other
destinations en route.
D) Trucks are highly flexible in their routing and time schedules.
E) Trucks are the slowest mode of transportation and most affected by the weather.
Environmentalism is concerned with damage to the ecosystem caused by global
warming, toxic and solid waste, chemically treated food, resource depletion, and
________ along with other issues.
A) wage inequity
B) nutritional information
C) technological changes impacting individuals
D) the availability of fresh water
E) truth in lending laws
The ________ requires sellers to provide detailed nutritional information on food
products.
A) Fair Packaging and Labeling Act of 1966
B) Nutritional Labeling and Educational Act of 1990
C) Glass-Steagall Act
D) Commodity Futures Modernization Act of 2000
E) Federal Trade Commission Act of 1914
Kelly works as a sales representative at Ginner Machine Works. She uses the phone and
the Internet to identify prospects and make sales. Kelly calls customers and explains the
products offered by Ginner and the advantages of using them. If requested, she also
mails the customer product information brochures. Which of the following is most
likely Kelly involved in?
A) outside selling
B) technical sales support
C) telemarketing and online selling
D) research and administrative backup
E) field sales
In which of the following scenarios would high-pressure selling tactics typically be
most advantageous for marketers?
A) selling situations with long-time customers
B) selling situations with new customers with a high likelihood of becoming repeat
customers
C) selling situations with a company’s most highly valued customers
D) selling situations with one-time customers
E) selling situations with dissatisfied customers
When are sellers most effective?
A) when they focus more on their specific products and services
B) when they focus more on the price of their products and services
C) when they focus more on the benefits and experiences produced by their products
and services
D) when they focus more on where their products and services can be purchased
E) when they focus more on cost to produce the product or service
Which of the following is NOT a criterion a company will use to evaluate the major
channel alternatives?
A) adaptability
B) control
C) commitment
D) sales and costs
E) likability
Which of the following is an advantage of a well-designed and targeted telemarketing
plan?
A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks
Which of the following is an example of a raw material exporting economy?
A) Sweden
B) Russia
C) the United Kingdom
D) Chile
E) Brazil
By harvesting its SBU, a company would most likely be ________.
A) milking the SBU’s short-term cash flow regardless of the long-term effect
B) selling the SBU or phasing it out and using the resources elsewhere
C) investing just enough to hold the SBU’s current market share
D) investing more in the business unit to build its share
E) diversifying the company’s product line
Service productivity can be increased by hiring new employees who will work harder,
by giving up some quality, or by ________.
A) using technology more effectively
B) outsourcing portions of the process to other firms
C) creating more self-serve opportunities for customers
D) reducing the number of products offered
E) increasing the price on some of the product line
Questions a company should consider if a competitor initiates a price change include all
of the following EXCEPT ________.
A) “Are other competitors going to respond?”
B) “What will happen to the company’s market share if it does not respond?”
C) “Is the price change temporary or permanent?”
D) “Why did the competitor change the price?”
E) “How can we improve our product?”
Factors a company considers in setting its price include all of the following EXCEPT
________.
A) competitors’ strategies and prices
B) product costs
C) overall marketing strategy and mix
D) value of the product on the pre-owned market
E) nature of the market and demand
Many retailers are now experimenting with limited-time shops that allow them to
promote their brands to seasonal shoppers and create buzz in busy areas. Which of the
following terms best represents such shops?
A) power centers
B) strip malls
C) pop-up stores
D) category killers
E) lifestyle centers
The fundamental asset underlying brand equity is ________, the value of customer
relationships that the brand creates.
A) the customer mix
B) customer equity
C) the product experience
D) service variability
E) the service encounter
Which of the following is an environmental factor that affects channel objectives and
design?
A) economic conditions
B) factory staffing
C) organizational objectives
D) interpersonal influences
E) individual motives
________ play an important role in matching supply and demand by providing
consumers with a broad assortment of products in small quantities.
A) Virtual banks
B) Intermediaries
C) Price consultants
D) Uniform-delivery networks
E) Upstream partners
