Packaging can be used to communicate symbolically the quality or premium nature of a
product.
a. True
b. False
The forces of the marketing environment include:
a. political, legal and regulatory, sociocultural, technological, economic, and
competitive. b. sociocultural, legal, regulatory, economic, and competitive.
c. legal, regulatory, political, and sociocultural.
d. competitive and noncompetitive forces that affect most lifestyles.
e. fairly static components.
Non-price competition emphasizes distinctive product features, service, and product
quality.
a. True
b. False
A firm that competes on a price basis is unable to change prices frequently.
a. True
b. False
A group of brands that a consumer views as alternatives for possible purchase is called
a(n)______:
a. evoked set.
b. awareness set.
c. inert set.
d. external source.
e. evaluation criteria.
If Ralph Lauren offers to reduce the price of its women’s blazers when retailers buy
more than 100 pieces, the designer is offering a________discount.
a. quantity
b. cash
c. seasonal
d. trade
e. complementary
A manager’s duties in an environmental analysis include:
a. checking information for accuracy and resolving inconsistencies.
b. observation and assessment.
c. conducting research, assessment, and reporting.
d. observation, market research, and fact finding.
e. checking the company database, conducting research, and reporting.
Scenario3.1 Meyers’ Sporting Goods, a national chain, has been doing business with
Soljur Sports, a manufacturer of skateboards, for several years. Recently, it came to the
attention of Meyers’ financial director that the average cost per Soljur Sports skateboard
had substantially increased over that of the previous year. The financial director asked
the marketing department if they knew what the Soljur skateboards cost at competing
sporting goods stores, to see
if they too were likely hit with a higher cost.
The marketing department found that the Soljur skateboards were priced at $15 less in
the competing store than at Meyers. The financial director found that Soljur Sports was
selling a similar number of skateboards to one of Meyers’ competitors for $10 less per
skateboard. The attorney for Meyers’ Sporting Goods immediately filed a complaint
with the Federal Trade Commission. Suppose that a customer has a complaint against
Meyers Sporting Goods Stores. He files a complaint with the Better Business Bureau
(BBB). What action could the BBB take against Meyers if the complaint was
substantiated and Meyers did not change the offending practice?
a. Issue a cease-and-desist order.
b. Seek a $10,000 monetary penalty.
c. Issue a warning to consumers through the local newspaper.
d. Order Meyers to make restitution.
e. Seek a $5,000 monetary penalty.
ClearChem is a producer of chemicals used in car detailing and painting. Because of the
volatility of their chemical products when exposed to dirt and heat, ClearChem operates
its own facilities for storing and shipping its products. ClearChem’s facilities are most
likely known as:
a. distribution centers.
b. product storehouses.
c. public warehouses.
d. mega warehouses.
e. private warehouses.
In placing an order with the tire manufacturing company Cratus, South Side Industrial
Supply finds that the price for the truck tires it is ordering has increased by $37.50,
since its last order. South Side places the order with the confident that it can pass on the
price increase to its future customers. This is an example of business products having
a(n) demand.
a. derived
b. inelastic
c. joint
d. fluctuating
e. higher
Companies should promote individuals prone to misconduct to management positions.
a. True
b. False
Channel decisions are important to marketers mostly because:
a. they are relatively flexible to change quickly.
b. consumers value reasonable prices delivered through marketing channels.
c. they dictate what promotional strategies companies should use.
d. many businesses are marketing intermediaries.
e. they involve long-term commitments and affect customer accessibility.
A feature article is longer than a news release and is written for a particular publication.
a. True
b. False
If Spik & Span, the maker of Rapid dishwashing liquid, wants to know what percentage
of customers examines product labels before making a product selection in the grocery
store, it can best gain this information through
_____.
a. focus groups
b. mail surveys
c. personal interviews
d. observation
e. mall intercepts
Public relations:
a. should be used mostly to counteract any competitive promotions or negative
publicity.
b. is an element of promotion that should be handled on a continuous basis.
c. should be used solely to respond to emergencies that could significantly damage the
company’s reputation.
d. is paid communication that helps enhance a company’s image by highlighting its
philanthropic efforts.
e. is generally not given much weight because the information is generated by the
company itself.
Josh tells the loan officer at First Bank and Trust that Clarksville really needs a store
that offers high-quality fishing gear to enthusiasts and provides the service and advice
that many people want. No other store in the area seems to provide this combination.
Josh is trying to use__________to support his request for a loan to start such a
retail operation.
a. scrambled merchandising
b. location analysis
c. the wheel of retailing
d. product mix width
e. retail positioning
Factors such as climate, seasons, and holidays tend to lead to the promotional objective
of:
a. combating competitive promotional offers.
b. facilitating reseller support.
c. encouraging product trial.
d. retaining loyal customers.
e. reducing sales fluctuations.
Which of the following statements about conducting marketing research internationally
is false?
a. The marketing research process may need to be modified to allow for regional
differences.
b. A detailed search for and analysis of secondary data can help researchers gain a
greater understanding of a particular marketing environment and pinpoint issues that
must be taken into account in gathering primary research data.
c. Primary data gathering may have a greater chance of success if the firm employs
local researchers who better understand how to approach potential respondents and can
do so in their own language.
d. Specific differences among countries can have a profound influence in data
gathering.
e. Specific differences among countries have no effect on data gathering or the
marketing research process.