Individuals and business organizations that purchase products for the purpose of
making a profit either by using the products to manufacture other products or by using
them in their operations are classified as markets.
a. consumer
b. institutional
c. producer
d. government
e. reseller
If political officials have positive feelings toward particular firms or industries, they are
less likely to create or enforce laws and regulations that are unfavorable for business
organizations.
a. True
b. False
The percentage of a market which actually buys a specific product from a specific
company is referred to as that product’s:
a. market value. b. target market.
c. market share.
d. market size.
e. market position.
The public relations department at Lowe’s Home Improvement submits one page of
typewritten copy to national newspapers and news web sites to announce its one-day,
nationwide clean-up-local-parks event. This is an example of a .
a. feature article
b. public update
c. news release
d. media bulletin
e. publicity stunt
Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to
use observation methods to gather information about shopping behavior. Which of the
following should Nathan know about observation methods of data collection?
a. Observation uses secondary sources of data.
b. Observation depends on mall interviews.
c. Observation avoids direct contact with subjects.
d. Observation focuses on open-ended questions.
e. Observation works best for telephone surveys.
The marketing concept is a management philosophy, not a second definition of
marketing. a. True
b. False
Public relations, unlike advertising, is not particularly useful for promoting an
organization’s image.
a. True
b. False
Thad works for a company that markets all of Celetron’s products. Thad’s company acts
as the marketing department for Celetron, performing all marketing functions without
actually taking title to the goods. Thad’s company is a___________.
a. commission merchant
b. manufacturers’ agent
c. sales branch
d. selling agent
e. full-service wholesaler
Which of the following is least likely to be directly involved in making sales?
a. Order taker
b. Current-customer salesperson
c. Order getter
d. Field order taker
e. Support sales personnel
To equalize the workload, a sales manager divides a geographic market into sales
territories of equal size according to land area.
a. True
b. False
Brand equity is a customer’s favorable attitude toward a specific brand.
a. True
b. False
The use of marketing research is:
a. limited strictly to large corporations.
b. limited to for-profit businesses of all sizes.
c. controlled by the federal government.
d. widespread throughout business and nonprofit organizations.
e. carefully monitored by each state’s trade agencies.
Tupperware, Sarah Coventry, Amway, and Avon sell products outside the confines of
retail facilities. They are________retailers.
a. discount
b. traditional
c. specialty
d. non-store
e. pop-up
The factors that influence business buying behavior are the same as those that influence
consumer buying behavior.
a. True
b. False
The Internet can be referred to as a_____ medium because users determine which
websites they are going to view.
a. selective
b. discriminating
c. pull
d. push
e. monopolistic medium because users determine which websites they are going to
Describe the process of strategic planning. How does this process help marketing
managers?
Discuss the creation of a marketing plan. What are the major components of a
marketing plan?
Identify and describe the five major categories of situational influences.
What are superstores? How do they differ from supermarkets?
How can a code of conduct encourage ethical behavior in an organization?
What are the effects of technological forces on international marketing? What
opportunities exist in the global marketplace that marketers can exploit with regard to
technology?