Archives: Quiz

Wholesaling includes all the activities involved in selling goods or services directly to final consumers for their personal use. Suppliers, customers, and employees have ready access to a company’s intranet. Answer: FALSE The pure selling approach in marketing is exclusively […]

Demographic changes have contributed to a decline in the use of door-to-door sales in the United States. There will always be a need for channel intermediaries that physically handle the product. Answer: FALSE It is more difficult to assess the […]

For marketers, racial and ethnic subcultures are less important than more easily defined microcultures such as avid Green Bay Packers fans or devotees of Southern gospel music. A missionary salesperson stimulates demand for a product and is therefore a major […]

Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population? A) observational research B) descriptive research C) quantitative research D) survey research E) experimental research Services high […]

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is a Maytag product, while […]

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important? A) personal characteristics B) demographic variables C) situational factors D) operating variables E) purchasing approaches A possible […]

Brand ________ is the job of estimating the total financial worth of the brand. A) tracking B) auditing C) equity D) valuation E) harmonization ________ refers to a planning process designed to assure that all brand contacts received by a […]

________ pricing takes into account a host of inputs, such as the buyer’s image of the product performance, the channel deliverables, the warranty quality, customer support, and attributes such as the supplier’s reputation, trustworthiness, and esteem. A) Perceived-value B) Value […]

Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors. This is an example of a ________. A) government source of data B) public blog C) customer complaint site D) combo site offering customer […]

Which of the following is the first step in setting a pricing policy? A) selecting a pricing method B) selecting the pricing objective C) determining demand D) estimating cost E) analyzing competitors’ costs, prices, and offers The ________ lays out […]

Cadbury’s “Sports for Schools” promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which […]

Which of the following is an example of a limited-service retailer? A) Customers at TAB pick out the products they want and pay at the checkout counter. B) Salespeople at Eli are always on hand to offer shoppers advice and […]

When Japanese teenagers carry mobile phones from NTT and use them to order goods, they are engaged in ________. A) B2B ecommerce B) brick-and-click commerce C) infomediation D) dilution E) m-commerce The introduction of Diet Coke by the Coca-Cola Company […]

If a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________ channel. A) service B) distribution C) communication D) relationship E) standardized Which of the following methods for […]

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment’s needs, a strong market presence, operating economies through specializing in production, distribution, and promotion. A) single-segment concentration B) selective […]

In general, personal selling is one of the most helpful tools for closing sales. In the new communication environment, advertising is often the single most important element of a marketing communications program for sales and building brand and customer equity. […]

A tachistoscope flashes an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds and asks the respondent to describe what s/he recalls. A drawback of public relations […]

The zone of tolerance for a service is the perceived economic benefit in relationship to the economic cost. Marketing channels are the set of pathways a product or service follows after production, culminating in purchase and consumption by the final […]

Marketers can assume that people who buy a given product want the same benefits from it. The public relations function of lobbying involves advising management about public issues as well as company positions and image during good times and bad. […]

To manage costs, most companies are choosing a leveraged sales force that focuses reps on selling the company’s more complex and customized products to large accounts and uses inside salespeople and online ordering for low-end selling. Preparing separate, unrelated online […]

A waterfall approach to entering foreign markets is described as entering countries simultaneously. Hard-core loyals can show the firm which brands are most competitive with its own. Answer: FALSE If the length of a product’s downtime increases, the cost incurred […]

Profitability control is the prime responsibility of line and staff management. If a small Iowa college builds awareness among applicants from Nebraska, increases the target audience’s knowledge about its offerings, communicates in a way that makes the target audience like […]

Firms that can develop substitute materials for finite nonrenewable resources have an excellent opportunity. The marketing funnel identifies the profitability of consumers at each stage in the decision process. Answer: FALSE Customers usually have a lower price threshold below which […]

The overabundance of information available on the Internet has made it more difficult for consumers to compare product features and prices. Supply chain management starts before physical distribution. Answer: TRUE The indirect approach to assessing brand equity assesses the actual […]

A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. According to the BrandZ model, “Bonded” consumers at the lower levels of the pyramid build stronger relationships […]

American Airlines maintains a frequent flier loyalty program that allows members to accumulate 25,000 miles and then redeem these miles for a free round-trip ticket. This is a(n): A. Introductory price deal. B. F.O.B. discount. C. Cash discount. D. Cumulative […]

A marketing manager might offer a cash discount to channel members to: A. increase sales during a slow period. B. encourage buyers to pay their bills quickly. C. reduce shipping or selling costs. D. encourage them to buy in larger […]

Which of the following is NOT a trend that is affecting marketing strategy planning? A. fewer vertical marketing systems. B. geographic shifts in population. C. more attention to service technologies. D. more Internet selling. E. greater use of database-directed promotion. […]

It’s best to think of “breakthrough opportunities” as opportunities which: A. appeal to the mass market. B. will quickly create a whole new industry of firms competing with similar marketing mixes. C. help innovators develop hard-to-copy marketing mixes. D. increase […]

What does the AIDA concept stand for? A. Attention, Interest, Desire, Action B. Alertness, Interest, Develop, Appeal C. Attention, Involvement, Desire, Action D. Alertness, Involvement, Desire, Appeal E. Action, Involvement, Desire, Attention When Chase Bank mails a 30-day offer for […]

A _____ is a systematic, critical, and unbiased review and appraisal of the basic objectives and policies of the marketing function and of the organization, methods, procedures, and people employed to implement the policies. A. benchmarking study B. marketing audit […]

In which of the external environments changes usually occur most slowly? A. Cultural and social environment B. Political and legal environments C. Resources and objectives of the firm D. Competitive environment E. Economic and technological environments Concerning consumer and business […]

Regarding new-task organizational buying, which of the following persons is LEAST likely to be involved? A. A competitor’s purchasing manager. B. A purchasing manager. C. A production line supervisor. D. The company president. E. A research assistant. Leader pricing: A. […]

Regarding the roles of marketers and consumers in improving the macro-marketing system: A. Marketing managers should not be expected to improve and extend the range of goods and services they make available. B. The decisions that marketing managers make always […]

“Publicity”: A. is generally less useful than advertising for promoting a really new product. B. is mass selling that avoids paying media costs. C. is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. […]

Drop-shippers: A. are used because it is cheaper for producers to ship to them by rail and let the drop-shipper drop the products off at local retailers with small trucks. B. never take title to the products they sell. C. […]

Product managers: A. Are especially common in large companies. B. Are sometimes responsible for a product’s whole marketing effort. C. Coordinate their efforts with individuals within and outside the company. D. May serve as “product champions” in planning and implementing […]

Which of the following is an example of a task transfer? A. An employee who has been shifted to a different department with different responsibilities and duties B. A firm that bases its toll-free customer care service for technical problems […]

Which of the following is NOT an organizational buyer? A. The Red Cross buying office supplies. B. A sporting goods retailer buying skis. C. A law office buying a background music service. D. A country club buying tennis balls for […]

Regarding adoption curve groups, which of the following is TRUE? A. By the time the early majority buy a product it is usually in the market maturity stage of the product life cycle. B. The early adopters have many contacts […]

Which is the first step in market segmentation? A. Finding one or two demographic characteristics to divide up the whole mass market. B. Clustering people with similar needs into a market segment. C. Naming a broad product-market of interest to […]

On his way to a GM dealership to pick up a new truck he has purchased, Ian Mann hears a Ford ad that says that Ford trucks have more power than Chevy trucks. Ian thought that the ad said that […]

If a Universal computer monitor breaks while it is still under warranty, someone needs to get it to the repair center. In this case, Universal will need: A. reverse channels. B. multichannels. C. intensive distribution. D. exclusive distribution. E. selective […]

A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling: A. supplies. B. component parts. C. component materials. D. installations. E. accessory equipment. A large U.S. firm […]

Regarding U.S. business and organizational customers, A. more goods and services are purchased by business and organizational customers than by final consumers. B. there are more business and organizational customers than final consumers. C. there are more manufacturers than all […]

Routine completion of sales made regularly to target customers is done by: A. an order taker. B. a merchandiser. C. a detailer. D. an order getter. E. a supporting salesperson. Most sales presentations follow the AIDA sequence which stands for […]

As a product moves through its product life cycle stages: A. consumers are offered less product variety. B. distribution tends to become more and more exclusive. C. competition forces firms to skim instead of just meeting competition. D. the promotion […]

The text suggests that a “channel captain” should be: A. a strong wholesaler. B. a market-oriented producer. C. a large retailer. D. Any of thesei.e. whoever can provide leadership. “Push money” is most likely to be offered to: A. cosmetics […]

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend’s cell phone, what is the primary segmenting dimension that Hallmark is using? A. Rate of use B. Age C. Family size D. […]

The president of a major airline makes telephone calls to the top executives of several other airlines asking them to “hold the line” and refrain from offering discounts on fares for several key routes in order to improve profit margins. […]