In general, corporate executives prefer research reports that are short, clear, and simply
expressed.
a. True
b. False
If an advertising campaign is aimed at increasing brand awareness and consumers’
knowledge of a product’s features, the advertising objective should be stated in terms
of .
a. market share
b. dollar sales
c. unit sales
d. communication
e. long-run goals
Jana works for Hormel Foods and she frequently sets up special displays and distributes
samples of Hormel products to customers in supermarkets. Jana would best be
classified as a(n):
a. trade salesperson.
b. technical salesperson.
c. inside order taker.
d. field order taker.
e. missionary salesperson.
When developing an advertising campaign, benchmarks need to be included in the .
a. campaign platform.
b. evaluation of the advertising effectiveness.
c. statement of advertising objectives.
d. media plan.
e. budget.
A buyer’s actions at any point in time are affected by one major motive.
a. True
b. False
Brand names should be different from the company name to avoid confusion.
a. True
b. False
The verbal portion of an advertisement, including headlines, body, and signature, is
called the .
a. artwork
b. copy
c. storyboard
d. layout
e. script
Competition-based pricing is:
a. used when costs and revenues are secondary to competitors’ prices.
b. not a useful method to increase market share.
c. not useful if the competing products are homogeneous.
d. used to price above competitors’ prices.
e. used when competing products are heterogeneous.
Frito-Lay Snack Foods is currently conducting market segmentation studies. For several
segments, they have completed competitive assessments and cost estimates. The next
major step they must take is to:
a. determine which segmentation variables to use.
b. develop market segment profiles.
c. identify the appropriate targeting strategy.
d. select specific target markets.
e. develop sales forecasts.
Demand for business products is also known as demand.
a. derived
b. corporate
c. business buying
d. manufacturing
e. industrial
The geographic distribution of a firm’s customers can affect the combination of
promotional methods used.
a. True
b. False
When a new variety of Kashi whole-grain breakfast cereals is first introduced,
consumers will most likely engage in when deciding whether or not to purchase this
new product.
a. extended decision making
b. limited decision making
c. perceptual mapping
d. routinized response behavior
e. impulse buying
Because of inseparability of the production and consumption of services, customers are
present when a service is produced.
a. True
b. False
Category killers compete primarily on the basis of:
a. enormous product selection and sales expertise.
b. low prices and enormous product availability.
c. convenient locations and customer services.
d. rock-bottom prices and moderate selections.
e. one-stop shopping and product availability.
The primary way to reduce the discrepancy between planned and actual performance is
to rewrite the performance standard.
a. True
b. False
Interactivity allows customers to express their needs and wants directly to the firm in
response to its marketing communications.
a. True
b. False
People’s needs to grow, develop, and achieve their full potential are referred to by
Maslow as needs.
a. self-realization
b. esteem
c. self-actualization
d. social
e. safety
Despite their name, specialty retailers do not sell specialty items except when specialty
goods complement the overall product mix.
a. True
b. False
The concept testing phase of the new-product development process presents a small
sample of potential buyers with a trial version of a new product to determine their initial
reactions.
a. True
b. False
A pricing strategy is a course of action designed to achieve pricing and marketing
objectives.
a. True
b. False