When Amazon.com introduced its Kindle FireHD, it was available through
Amazon.com, Staples office supplies store, and a few other retailers. The Kindle
FireHD was most likely distributed through the_________of distribution.
a. selective level
b. extensive level
c. intensive level
d. exclusive level
e. agent form
Julie Reese is working on developing a magazine advertisement for Planet Fitness, a
health and fitness club. She knows what she wants the advertisement to say and the
illustrations she wants to use, but she is having a tough time putting it all together. Julie
is having trouble determining the .
a. storyboard
b. artwork
c. copy
d. presentation
e. layout
Katy Ramirez is a marketer for a company that produces in-ground swimming pools.
When forecasting company sales, she finds a direct association between past sales and
per capita income. Which sales forecasting technique is being implemented by Katy?
a. The Delphi technique
b. Executive judgment
c. Time series analysis
d. Market tests
e. Regression analysis
Some hospitals in the United States find that their need for radiologists to read X-rays is
volatile during the evening and early morning hours, especially between 2:00 a.m. and
6:00 a.m. This is because the number of emergency room visits needing X-rays is
usually lower than those required during daytime operating hours. There is a recent
trend where hospitals in the United States are contracting radiologists from countries
such as Australia to read the electronically-transmitted X-rays during the evening and
early morning hours. This is an example of .
a. outsourcing
b. licensing
c. franchising
d. contract manufacturing
e. offshoring
Students from a marketing research class are involved in a project about the level of
sleep, exercise, and stress which individuals experience. They have decided to collect
data from three student-center areas on campus. When they analyze their data they find
the responses are very similar across the three areas. The students feel comfortable they
have achieved with regard to their data.
a. reliability
b. causal relationships
c. validity
d. sampling accuracy
e. measurability
During the growth stage, as sales increase, the promotion costs rise as a percentage of
total sales.
a. True
b. False
Advertising agencies often have more highly skilled people than the advertising
departments of firms.
a. True
b. False
McDonald’s golden arches are a classic example of a .
a. brand
b. brand symbol
c. brand name
d. brand mark
e. trademark
The first step in drawing conclusions from most research is to rank the data according
to importance.
a. True
b. False
Specialty stores offer__________than department stores.
a. greater varieties of product lines and higher prices
b. lower prices and higher quality
c. more product lines and less customer service
d. more sales expertise and better selections
e. more frequent price discounts and less selection
Knowing the number of units necessary to break even is important in setting the price.
a. True
b. False
Which of the following is the bestexample of utilizing technology to improve consumer
relationships?
a. Waiters recording orders on handheld computers
b. Surveying customers to determine their needs
c. Responding to changes in competitors’ prices
d. Introducing stringent package standards
e. Requiring dolphin-safe tuna
As the Industrial Revolution came to the United States, most firms operated in a(n)
orientation. a. market
b. societal
c. sales
d. evolutionary
e. production
The Pharmaceutical Research and Manufacturers of America sets guidelines for its
member firms to follow regarding the use of unethical practices. Thus, it is engaging in:
a. legislation.
b. lobbying.
c. self-regulation.
d. environmental scanning.
e. trade restraint.
Scenario 6.2
Use the following to answer the questions.
Both the Racer and the Strider were very popular choices for family vans. Racer noticed
that the majority of its customers were families with 3 or more children, and so they
developed commercials that featured larger families. They also produced commercials
that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to
an advertisement on the television about the Strider, she noticed that the Strider cost
about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the
Racer, which also cost about $27,000, but had gas mileage of about 21 mpg. She also
liked the way the family was portrayed in the Racer ad, showing the children in the
back seats having plenty of room, watching the DVD players, and having their own
sound controls. When she spoke to Carlos, her husband, about how much she liked the
Racer van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia
didn’t agree with that number, he produced a magazine ad that supported his claim of
the 16 mpg for the Racer. Alicia couldn’t believe that she had made such an error in
hearing what the gas mileage was for the Racer and the Strider.
Racer’s production of commercials that featured Hispanic actors and the Spanish
language
is an example of marketing to:
a. cultural self-concepts.
b. social classes.
c. subcultures.
d. roles.
e. social strata.
The focus of personal selling is shifting from selling a specific product to building
long-term relationships with customers by finding solutions to their needs, problems,
and challenges.
a. True
b. False