Carla is stopped by a researcher at a shopping mall and asked which was the last
television commercial she remembers seeing. This is an example of a(n) .
a. unaided recall test
b. pretest
c. recognition test
d. aided recall test
e. memory test
The total amount of a product that customers will purchase within a specified period at
a specific level of industry- wide marketing activity is the .
a. competitor sales potential
b. sales objective
c. forecasted sales
d. company sales potential
e. market potential
Today, establishing long-term, mutually beneficial arrangements in which both the
buyer and seller focus on value enhancement through the creation of more satisfying
exchanges is known as:
a. marketing synthesis.
b. relationship marketing.
c. a marketing orientation.
d. the marketing concept.
e. strategic marketing.
Subaru is producing a new seven-passenger van with all-wheel drive. Which of the
following would be the best variables for segmenting the market for this new model?
a. Gender and age
b. Geographic location and family life cycle
c. Income and geographic location
d. Family life cycle and income
e. Geographic location and gender
A market is a group of people who, as individuals, have needs for products in a product
class and have the ability, willingness, and authority to purchase such products.
a. True
b. False
Cameras, counting machines, and scanners are used most often in .
a. surveys
b. secondary data gathering
c. field settings
d. observation
e. experimentation
Consumer confidence is low during periods of:
a. recession.
b. prosperity.
c. recovery.
d. slowdown.
e. depression.
The aim of a motivational program is to create a working environment in which sales
personnel can achieve their goals.
a. True
b. False
One of the effects of NAFTA is the simplification of country-of-origin rules. This will
likely hinder the international trade activities of .
a. Canada
b. Japan
c. Brazil
d. Cuba
e. Panama
Family branding occurs when all of a firm’s products are branded with all or part of the
same name.
a. True
b. False
The major drawback of using aesthetic modifications in products is:
a. that the cost of the modifications is very high.
b. that the value of the modification is determined subjectively.
c. the need for redesign of the product.
d. its dependency on quality and functional modifications.
e. that there is no differentiation for the product in the market.
Promotion that focuses on creating awareness is only important when introducing a new
product to the market.
a. True
b. False
Ryan Scott leads his company’s clients through the installation procedure of their new
industrial equipment. He also helps answer their questions about product characteristics
and system design both before and after their purchases. Ryan is a:
a. trade salesperson.
b. missionary salesperson.
c. technical salesperson.
d. systems engineer.
e. field order taker.