When Julia goes for the first class of her Operations Management course, she finds out
that in addition to the textbook she already purchased, she also needs a copy of the book
The Goal. Julia is in the consumer buying decision process.
a. purchase
b. evaluation of alternatives
c. problem recognition
d. information search
e. pre purchase evaluation
All of the following are steps in the marketing research process except:
a. collecting data.
b. interpreting research findings.
c. designing the research project.
d. reporting research findings.
e. understanding your customer.
Under Armor is establishing a_________pricing objective to maintain or increase its
product’s sales in relation to total
industry sales.
a. return on investment
b. survival
c. product quality
d. market share
e. status quo pricing objective to maintain or increase its product’s sales in relation to
total
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. A regular customer of Meyers Sporting Goods
feels that some of its advertisements are deceptive. He responded to an ad for sale of
skateboards one hour after the store opened and found that none were left. Where
should he file a complaint?
a. Federal Advertising Commission
b. National Advertising Review Board
c. Consumer Product Safety Commission
d. National Advertising Division
e. Office of Consumer Affairs
Producers commonly provide discounts off list prices to intermediaries.
a. True
b. False
When channel members are linked by legal agreements that specify each member’s
rights and responsibilities,_____ exists.
a. horizontal channel integration
b. an administered VMS
c. a corporate VMS
d. a channel captain
e. a contractual VMS
How does using an exporting intermediary limit the risk involved with global
marketing?
a. Most exporting intermediaries assume all financial risks on behalf of their clients.
b. Exporting intermediaries are not subject to the same laws as companies, and
therefore limit the legal risk involved.
c. Using an exporting intermediary restricts a company to being involved with joint
ventures and not direct ownership.
d. Exporting intermediaries guarantee that the products a company is selling will be a
good fit for the foreign markets they are entering.
e. Using exporting intermediaries involves limited risk because the company has no
direct investment in the foreign country.
Listening is an important skill for a salesperson while making a presentation.
a. True
b. False
Because of perishability of services, service marketers cannot plan for demand that
fluctuates according to day of the week, time of day, or season.
a. True
b. False
Results of a mail survey can be misleading if there is a high non-response rate.
a. True
b. False
When using credit to make purchases, consumers are:
a. decreasing current buying power and increasing future buying power.
b. increasing their present discretionary income to extend purchasing power.
c. putting themselves at significant risk of financial disaster.
d. forgoing the accumulation of wealth to increase current income.
e. increasing current buying power at the expense of future buying power.
In what ways can promotion be used to reduce sales fluctuations?
Describe consumer sales promotion and trade sales promotion, and then explain how
they differ.
Describe the seven segments included in the Social Technographics Profile.
Explain the concept of product deletion. List and explain the ways in which a product
can be deleted.
Discuss the three approaches that marketers use to differentiate their products from their
competitors’ products.
Compare the services wholesalers provide to producers with the services they provide
to retailers.
List the three major types of salespeople and indicate how they differ.
Describe personality and mention a possible reason for the weak association between
personality and consumer buying behavior.