Telephone surveys allow an interviewer to gain rapport with respondents and to ask
probing questions.
a. True
b. False
If Little Caesars wants to determine the impact of different coupon offers on pizza unit
sales, it needs to conduct a(n) _____.
a. exploratory research
b. hypothesis development
c. survey research
d. stratified sampling
e. experimental research
Business markets are typically divided into four categories. These categories are:
a. retailer, wholesaler, service, and nonprofit firm.
b. producer, manufacturer, reseller, and government.
c. producer, reseller, government, and institutional.
d. manufacturer, wholesaler, retailer, and services.
e. reseller, end users, government, and institutional.
As Emily prepares the script for a radio commercial for her boutique, she is engaging in
the___________communication process.
a. encoding
b. sourcing
c. decoding
d. feedback
e. receiving
One of the most overlooked sources of secondary data is the organization’s own
accounting records.
a. True
b. False
Androme Business Products Co. distributes its business supply products through direct
sales personnel. Recently, the company has established a monthly sales quota of
$150,000 for each sales representative. This is an example of a(n):
a. core competency.
b. strategic window.
c. evaluation standard.
d. performance indicator.
e. performance standard.
Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy
Choice would be considered a poor decision in .
a. co-branding
b. individual branding
c. family branding
d. product branding
e. wholesaler branding
An important question in the business analysis stage of the new-product development
process is, “Will a new product meet an organization’s profit goal?”
a. True
b. False
Rob Stevens is the head of a company that produces computer software for production
scheduling. The firm is small and presently does not generate enough volume to justify
hiring a sales force. The firm is probably using________to maintain contact with the
firms using its products.
a. Wholesalers
b. Brokers
c. Agents
d. Merchants
e. Retailers
The full and legal name of an organization is called the .
a. trademark
b. legal title
c. organizational name
d. brand name
e. trade name
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by
and explain her firm’s new line of industrial fasteners. A handshake, which is best
described as a form of__________the session.
a. public relations
b. word-of-mouth
c. tactile
d. proxemic
e. verbal
Profit, even at the expense of customers’ satisfaction, is the major thrust of the
marketing concept.
a. True
b. False
____are formalized rules and standards that describe what a company expects of its
employees in terms of ethical behavior.
a. Job descriptions
b. Ethics clauses
c. Behavior contracts
d. Codes of conduct
e. Ethics contracts
A market segment profile describes the similarities among potential customers within a
segment and explains the differences among people across market segments.
a. True
b. False
The use of land lines is declining, causing it to be more difficult for market researchers
to . a. conduct personal interviews
b. gain rapport through direct interaction
c. conduct purchase diary surveys
d. in-home interviews
e. use phone surveys to collect a random sample
The last stage in the development of any advertising campaign is:
a. creating the advertising platform.
b. developing the media plan.
c. creating the advertising message.
d. evaluating the effectiveness of advertising.
e. defining the advertising objectives.
With respect to the promotion mix elements, kinesic communication is a component
of__________.
a. advertising
b. public relations
c. personal selling
d. packaging
e. sales promotion
The owner of Big Bike Motorcycles is opening a retail outlet at a new location. Which
of the following is most likely to be a fixed cost for Big Bike Motorcycles?
a. Retail personnel salaries
b. Advertising on social networks
c. Building rent
d. Electricity
e. Transportation of sold bikes
Scenario 1.1Use the following to answer the questions. Greensprings Cemetery in
upstate New York, offers a full-service funeral and burial that is non-toxic to the
environment. All materials used in the burial are natural and will decompose with no
negative impact. Greensprings’ service is relatively new in the United States, but
services of this type are common in Great Britain. A typical burial in Greensprings’
cemetery includes a casket made from bamboo, wicker, paper, or other natural material.
There are no headstones of stone or concrete that will detract from the landscape, but
trees and plants as “markers” are allowed. The cost for a burial at Greensprings is
approximately $3,000, compared to about $6,000 at most traditional cemeteries.
Although business was slow at first, Greensprings is now experiencing an increase in
the number of burials, due to referrals and a newly-developed website. The owners of
Greensprings were previously in the cemetery business, and are active conservationist
and wanted to make their business more sustainable. After conducting research and
finding that there were natural burial sites in Great Britain, they wanted to provide an
alternative to other environmentally-conscious Americans like
themselves.Greensprings’ competitors, the traditional cemeteries, focus on advertising
and personal selling of their services. This indicates a(n) orientation.
a. sales
b. marketing
c. production
d. environmental
e. marketing concept
Public relations is nonpersonal communication in news story form about an
organization, or its products, or both, transmitted through a mass medium at no charge.
a. True
b. False