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Consumers are most likely to exhibit routinized response behavior while purchasing
low-involvement products.
a. True
b. False
Netflix has become a popular media streaming company and provides consumers the
opportunity to view programming at their leisure whenever it's convenient for them. In
addition, consumers can stream programming on smart TVs, tablets, computers or smart
phones. What type of utility is Netflix offering?
a. time
b. convenience
c. form
d. ownership
When General Motors introduced the Saturn, it priced the SL sports sedan at $2,000
less than the Toyota Corolla DLX and $1,500 less than comparable Nissan and Honda
automobiles. This is an example of the _____ pricing strategy.
a. skimming
b. penetration
c. competitive
d. leader
Nonmarketing public relations refer to a company’s messages about general
management issues.
a. True
b. False
Every online marketer is inherently a global marketer.
a. True
b. False
When a firm starts to realize substantial profits from its investment in a product, the
product is said to be in the _____ stage of the product lifecycle.
a. decline
b. introductory
c. growth
d. maturity
Which of the following will be considered an institutional buyer?
a. The Federal Government
b. Wholesalers
c. Hospitals
d. Department of Defense
The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans,
African Americans, and Asian Americans.
a. True
b. False
Redline is a popular men’s clothing brand in the United States. As a part of the firm’s
new online marketing campaign, the marketing team at Redline has been asked to
prepare a synopsis of the overall market condition, including the current position of the
firm on social media. The marketing team is most likely to document its findings in the
_____ of the marketing plan.
a. overview
b. competitive analysis section
c. body
d. executive summary
Using the consumer products classification system, which of the following is true of the
marketing mix factors for a specialty product?
a. It generally has low price.
b. The seller’s image is unimportant.
c. Its number of sales outlets tends to be very high.
d. It relies on personal selling by producers.
Sales quotas are specified sales or profit targets that salespeople are expected to
achieve.
a. True
b. False
_____ is a promotional effort that involves assigning a dedicated sales teams to a firm’s
major customers to provide sales and service.
a. National account selling
b. Quick-response merchandising
c. Vendor-managed selling
d. Collaborative planning
_____ are trade sector buyers employed by organizations to secure needed products at
the best possible prices.
a. Resellers
b. Merchandisers
c. Category advisors
d. Influencers
Companies can use database marketing to improve customer retention and referral
rates.
a. True
b. False
Spiegel is a mail-order wholesaler that relies on catalogs to contact its customers. It
would be considered a limited-function merchant wholesaler.
a. True
b. False
Manufacturers create goods and services based on research and their belief that
consumers need them. In doing so, what marketing function are they performing?
a. Financing
b. Standardizing and grading
c. Risk taking
d. Physical distribution
What is the name of the legislative action that requires drug manufacturers to place
their products in packaging that is child resistant yet accessible to all adults, even ones
who have difficulty opening containers.
a. Poison Prevention Packaging Act
b. Federal Drug Packaging Act
c. Drug Safety Act
d. Consumer Drug Protection Act
JP Video Rentals is offering a “Rent 2 get 1 free” video rental coupon. They have been
accused of deceptive advertising throughout the U.S. Which division of the Council of
Better Business Bureaus is designated to handle such cases?
a. The National Advertising Division
b. The Advertising Standards Authority
c. The Direct Marketing Association
d. The Institute of Sales Promotion
Because of competitive pressures, some firms have used packaging and labelling
practices that are questionable, misleading, deceptive and unethical. This is an example
of issues related to __________.
a. Ethics in customer relationships
b. Ethics in pricing
c. Ethics in product strategy
d. Ethics in promotion
e. Ethics in marketing research
Retailers, when classified on the basis of form of ownership, are grouped as:
a. wholesalers and service providers.
b. convenience, shopping, and specialty retailers.
c. chain stores and independent retailers.
d. limited-line and general merchandise retailers.
Which of the following ethical or legal issues has the greatest potential to develop trust
among followers and contribute to impacting the strength of a brand?
a. be honest
b. enforce workplace ethics
c. be accountable
d. respect privacy
A firm forming a partnership with another firm at the same level in the supply chain is
creating a horizontal alliance.
a. True
b. False
Point-of-purchase advertising encourages retailers to improve on-site merchandising.
a. True
b. False
Items can be classified as business products, not because of what they are, but because
of how they will be used.
a. True
b. False
Tiffany is the purchasing manager for electronic components that are kept in inventory
for a large electrical contracting company. Tiffany sources most of these items from
Fastenal and is thrilled with their ability to help her maintain the appropriate level of
inventory for the various items. Fastenal has a computer system to assist Tiffany with
her forecasting and can identify items that are "slow moving" or "fast moving"meaning
that there are some items that are used more frequently than others. Fastenal has also
helped Tiffany to identify the inventory levels when reorders should be placed so that
she's never out-of-stock in any items. Which stage of the purchasing process is Fastenal
providing assistance?
a. select an order routine
b. obtain feedback and evaluate performance
c. evaluate proposals and select suppliers
d. describe characteristics and the quantity of a needed good or service
Businesstobusiness (B2B) firms rarely use social media for marketing their businesses.
a. True
b. False
The Direct Marketing Association helps consumers to get their names removed from
marketers’ targeted lists.
a. True
b. False
As suggested by President John. F. Kennedy, the consumers’ right to be _____ states
that consumers should be assured that the goods and services they purchase are not
injurious with normal use.
a. able to choose
b. informed
c. safe
d. heard
An undifferentiated marketing strategy is more suited for a firm that markets generic
products rather than individual brand names.
a. True
b. False
A skimming pricing strategy is more commonly used by firms to:
a. reduce the raised prices of products to the original level.
b. set a market-entry price for distinctive goods or services with little or no initial
competition.
c. set a relatively low price for a product when they enter new markets characterized by
dozens of competing brands.
d. set stable wholesale prices that undercut offers competitors make to retailers.
