Nonprofit organization marketing is the effort by nonprofit organizations to bring about
mutually satisfying exchanges with target markets.
a. True
b. False
Answer:
Choosing the right distribution channel for a service:
a. decreases the time that the service is available.
b. maximizes the time customers wait in a line.
c. increases the costs of providing the service.
d. adds to customer convenience.
Answer:
Joint ventures are successful, however they can be risky. This is because joint ventures:
a. consist of partners who sometimes cannot agree on management policies.
b. depend heavily on contract manufacturing.
c. are void of government interference.
d. are very different from licensing agreements.
Answer:
_____ is the most complex type of consumer buying decision and is associated with
high involvement on the part of the consumer.
a. Limited decision making
b. Routine response behavior
c. Extensive decision making
d. Postpurchase evaluation
Answer:
In the context of consumer markets, which of the following is true of consumers?
a. They often follow the practice of reciprocity.
b. They tend to buy in very large quantities.
c. They approach purchasing rather formally.
d. They normally buy products rather than lease them.
Answer:
Which of the following is true of operations-oriented pricing?
a. It involves maintaining a fixed price for a product or a service throughout the year.
b. It focuses on maximizing the surplus of income over costs.
c. It seeks to match supply and demand by varying prices.
d. It tries to maximize the number of customers using a service by improving its quality.
Answer:
An effective materials-handling system:
a. increases the number of stages and participants in the supply chain.
b. moves inventory into, within, and out of a warehouse quickly with minimal handling.
c. helps firms maintain their inventory at the highest levels possible.
d. enables firms to increase the number of people handling their raw materials, supplies,
and components.
Answer:
Which of the following statements is true about the naming strategies for products sold
in the global market?
a. A one-brand-name strategy is useful when a company markets mainly one product.
b. An advantage of using different brand names in different markets is greater
identification of the product from market to market.
c. A one-brand-name strategy reduces the ease of coordinating promotion from market
to market.
d. A disadvantage of using different brand names in different markets is that it does not
support localization.
Answer:
Beta Inc. manufactures electronic gadgets. The market researchers at Beta have
discovered that a new competitor is gaining more customers by selling its products at
lower prices. In the context of SWOT analysis, the marketers at Beta Inc. are most
likely to consider this situation as a(n)_____.
a. threat
b. opportunity
c. strength
d. weakness
Answer:
Which of the following statements is true of members of Generation X?
a. They were hit hard by the Great Recession.
b. They spend the least on food and family-oriented products.
c. They are aged between eighteen to twenty-five years.
d. They spend the least on housing than any other cohort.
Answer:
Why do most firms consider test marketing essential for new products?
a. The high price of failure simply prohibits the widespread introduction of new
products without testing.
b. The speed, safeness, and reliability of test marketing is higher than that of simulated
market testing.
c. The ability of test marketing to evaluate consumer preference for a new product prior
to developing a prototype increases its importance.
d. The decision to test a product sets several tasks in motion, such as ordering product
materials, starting production, building inventories, and advertising to potential
customers.
Answer:
A market segment is a subgroup of people or organizations having different
characteristics that cause them to have distinct product needs.
a. True
b. False
Answer:
Cannibalization occurs when the sales of an existing product remain the same despite
the introduction of a new product.
a. True
b. False
Answer:
Gerrard, the manager of a company, decides to conduct a survey on the motivation level
of its employees. He lists out all 5,000 employees and picks 1,000 employees who can
be contacted easily and are close to him. In this case, the type of sample used is a _____
sample.
a. convenience
b. snowball
c. quota
d. random
Answer:
A number of yogurts are marketed under the Duncen brand, including Duncen All
Natural, Duncen Fruit on the Bottom, Duncen Light & Fit, DunActive, and Dun-o-nino.
The large variety of yogurts under the Duncen brand is an example of a:
a. brand equity
b. product item
c. product mix
d. promise index
Answer:
Different personalities and skills of salespeople will lead to a company’s failure in all
foreign countries.
a. True
b. False
Answer:
Compared to convenience products, shopping products are:
a. sold through aggressive personal selling and highly persuasive advertising.
b. usually more expensive and are found in fewer stores.
c. purchased without significant planning.
d. available everywhere, including department stores, gas stations, and vending
machines.
Answer:
In the context of the product life cycle, a long-run drop in a product’s sales signals the
beginning of the _____.
a. introductory stage
b. growth stage
c. maturity stage
d. decline stage
Answer:
Which of the following best describes a collector?
a. A person who posts comments, ratings, and reviews of products and services on blogs
and forums
b. A person who produces content for blogs, Web sites, articles, and videos
c. A person who uses RSS feeds to gather information and vote for Web sites online
d. A person who posts status updates on social networking sites and microblogging
services
Answer:
If a good or service is not succeeding, merely reinforcing positive attitudes toward the
good or service will help it meet its profit goals.
a. True
b. False
Answer:
Short message service (SMS) is different from multimedia messaging service (MMS) in
that:
a. SMS allows 960-character text messages, while MMS allows 160-character text
messages.
b. SMS is designed specifically for viewing and navigation on mobile devices, while
MMS does not have such features.
c. SMS does not allow the attachment of images, videos, and ringtones to text
messages, while MMS allows.
d. SMS does not require Internet, while MMS requires Internet for functioning.
Answer:
During the hot summer months, the Nick Price Golf School offers a 25 percent
reduction on its golf lessons to attract golfers during the off-season. Which of the
following is exemplified in this scenario?
a. The power of yield management systems
b. The advantage of markup pricing
c. The relationship between price and quality
d. The use of price as a promotional tool
Answer:
Product modification occurs even when changes are made to a product’s aesthetic
appearance rather than its quality or functionality.
a. True
b. False
Answer:
The Federal Trade Commission’s Bureau of Competition _____.
a. promotes restraint of trade among business firms
b. encourages monopolization and agreements between competitors
c. promotes anti-competitive strategies
d. seeks out and challenges anti-competitive conduct in the marketplace
Answer:
Supply chain management is a key means of differentiation for a firm and a critical
component in marketing and corporate strategy.
a. True
b. False
Answer:
Asif wanted to buy a football immediately. He placed an order on Duke.com, an online
portal for sports goods, and dropped in at its nearest physical store to collect it. This
scenario is an example of _____.
a. microtargeting
b. click-and-collect
c. shopper marketing
d. retail channel omnification
Answer:
A publicly accessible Web page that serves as an interactive journal is called a tweet.
a. True
b. False
Answer:
An individual’s level of education has little influence on his or her earning potential.
a. True
b. False
Answer:
Which of the following is true of franchising?
a. It is a form of contract manufacturing.
b. It has grown rapidly in recent years.
c. It is restricted to the market of fast-food restaurants.
d. It requires an export agent and an export broker to be successful.
Answer:
The final stage of sales management is evaluating the effectiveness and performance of
a company’s sales force.
a. True
b. False
Answer: