When a retailer or distributor stocks up on a product at a discount while promotion is
running and then sells the inventory at regular price, the process is called:
A) reverse buying.
B) forward buying.
C) seasonal buying.
D) promotional buying.
When does a direct channel appear to be better than an indirect channel?
A) When product customization is important.
B) When one-stop shopping for many products is important.
C) When availability is important.
D) When after-sale service is important.
Which of the following statements is true of a laboratory experiment?
A) It takes place in a realistic environment.
B) It has low internal validity.
C) The experimenter cannot control the environment easily.
D) It has low external validity.
A perceptual map that contains both brand spatial locations as well as consumer
perceptions of their ideal brand is known as:
A) joint space.
B) multidimensional scaling.
C) biplots.
D) markov chain.
Which of the following is an example of a services business?
A) airlines
B) FMCG
C) confectionaries
D) office furniture
Which of the following is not a way to implement direct marketing?
A) telemarketing
B) direct sales
C) direct-mail marketing
D) sales promotion
Which of the following represents a coupon for another brand, manufactured by the
same or a different firm and the coupon itself can be in- or on-package?
A) free-standing insert
B) in-ad coupon
C) run-of-press coupon
D) cross-ruff coupon
Because marketing research budgets in industrial companies are usually lower than
consumer product companies, industrial companies tend to use:
A) primary data.
B) secondary data.
C) observational research data.
D) phenomenological research data.
The value proposition offered by the competitors and the marketing mix used by them
will most likely fall under which of the following parts of the competitor analysis?
A) determination of the competitors’ major objectives
B) assessment of the competitors’ current marketing strategies
C) assessment of the competitors’ strengths and weaknesses
D) internal analysis of your firm’s strengths and weaknesses relative to the competitors
Which of the following is an advantage of primary data collection?
A) Data can be collected quickly to meet the manager’s needs.
B) Data is tailored to the manager’s needs.
C) It is one of the most inexpensive data collection methods .
D) Data is more accurate because it has already been analyzed for some other research
problem.
Which of the following is not a major part of a typical marketing plan?
A) Background assessment
B) Situation analysis
C) Forecast
D) Production scheduling
Identify the title that typically heads the sales organization for a midsize sales
organization.
A) the president
B) the vice president of marketing or sales
C) the sales manager
D) the national account manager