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_____ is a type of personal selling in which salespeople use well-planned strategies to
seek new customers by proposing innovative solutions to customer’s needs.
a. span of control
b. field selling
c. inside selling
d. order processing
e. virtual sales team
f. team selling
g. approach
h. creative selling
i. presentation
j. sales promotion
k. premium
l. coupon
m. network marketing
n. cold calling
o. expectancy theory
p. over-the-counter selling
q. missionary selling
r. relationship selling
s. push money
t. consultative selling
Variety stores offer an extensive range and assortment of low-price merchandise.
a. True
b. False
The _____ is an agreement that includes the United States, the Dominican Republic and
the Central American nations.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise
Homeshoring is the practice of hiring workers to do jobs from home.
a. True
b. False
_____ are determined by occupation, income, education, family background, and
residence location.
a. Class rankings
b. Opinion leaders
c. Reference groups
d. Subcultures
Asian Americans are an attractive target to marketers as they have the fastest rising
income.
a. True
b. False
You are the head of marketing for a technology company in Boston, and you are
meeting with your company’s CEO to discuss a new market opportunity that you
believe offers significant profit potential for the firm. You are anxious to launch an
initiative to establish the firm’s presence in this new market as quickly as possible.
However, your CEO is a bit more cautious about the potential in this market and would
prefer that you take a more conservative approach to entering the market. In fact, your
CEO would rather see what others do in the market before launching the firm’s
initiative.
In order to appease your CEO, which of the following strategies should you pursue?
a. A target marketing strategy.
b. A first mover strategy.
c. A marketing research strategy.
d. A product strategy.
e. A second mover strategy.
You work for an airline company that has been leasing planes from two competing
vendors. When a new vice president (VP) of communications joins your company, he
asks for a performance review on the two vendors. You realize that your team has failed
to keep thorough evaluations of the two companies, so you provide them with a formal
evaluation tool and ask them to obtain feedback from the two companies. A few weeks
later you obtain an evaluation letter from one of the vendors highlighting the following:
•The employees at our Cambodian site believe in our company’s overall mission and
are committed to employing cost cutting practices that do not forego our products’
value.
•Through minimizing time spent per product and by ensuring that all staff attend
mandatory trainings, we have been able to cut costs by 30%, streamline internal
business systems, increase customer loyalty, and increase customer satisfaction.
Which of the following items is missing from the performance evaluation?
a. product quality
b. budget and time
c. effectiveness and efficiency
d. relationships with internal staff
e. whether companies use outsourcing
Family brands cost more than individual brands to market.
a. True
b. False
A cash-and-carry wholesaler performs most wholesaling functions including financing
and delivery.
a. True
b. False
A manufacturer who produces glass for microwave oven doors, shower enclosures, and
patio tabletops is likely to segment his business customers on the basis of:
a. geographic locations.
b. end-use application.
c. demographic characteristics.
d. psychographic characteristics.
Jason’s Foods is a manufacturer of organic food products. The company is planning to
market its products through social media sites and has developed effective strategies for
the marketing campaign. The marketing team plans to use messages that focus on the
health benefits of organic foods in order to generate greater awareness about its
products and engage its target audience in the conversation. In doing so, the marketing
team of Jason’s Foods would be engaging in _____.
a. social media monitoring
b. content marketing
c. behavioral targeting
d. social bookmarking
Marketers in many industries use predictive analytics to:
a. set strategies.
b. poach employees from competitors.
c. seek additional revenues.
d. Create a more efficient e-business.
You just recently joined a pilot program offered by the Small Business Administration
and designed to assist individuals from certain demographic groups to establish
ecommerce businesses. You are excited to be a part of the program, and you are
working hard to develop your business idea. The program stipulates that your business
idea must be a business that sells products online. You have done extensive research
into online buying trends and you have selected the target market that you think
represents the largest number of online shoppers.
Which of the following statements best describes the target market that you have
selected?
a. Women under the age of 25
b. Men between the ages 18 and 35
c. Women between the ages 18 and 35
d. Men between the ages 18 and 64
e. Women between the ages 18 and 64
Controlling part of the supply chain that involves raw materials, inbound logistics, and
warehouse and storage facilities constitutes _____.
a. horizontal integration
b. upstream management
c. forward integration
d. reverse management
An online community manager is the primary decision maker who runs the firm’s social
media program.
a. True
b. False
Service quality refers to the expected and perceived quality of a service offering.
a. True
b. False
A buyer’s market is characterized by:
a. more goods and services than buyers to buy them.
b. a small number of firms dominating the production of goods offered.
c. practically no competition in the marketplace.
d. a single firm producing a major share of the products or services offered.
The industry deregulation phase has focused on increasing the competition in industries
such as utilities and financial services.
a. True
b. False
AIO statements describe which of the following?
a. Age, interests, and opinions
b. Activities, interests, and opinions
c. Activities, interpersonal relationships, and opinions
d. Aptitude, intelligence, and opinions
Describe the new type of company that has evolved as a result of big data.
Cost-plus pricing is the least popular method of setting prices.
a. True
b. False
The term “Internet penetration” refers to the:
a. the amount of time spent on the Internet by the people in a region.
b. depth of information available on a subject on the Internet.
c. percentage of Internet usage per individual for a given period.
d. percentage of a region’s population who use the Internet.
After working as an analyst in the marketing department of a large consumer products
firm, you have been promoted to marketing team lead for the company’s leisure
products line. In your new role, you will be responsible for the following major
functional areas related to this product line:
•Inventory control
•Order processing
•Warehousing
•Logistics
Within the context of the marketing mix, your responsibilities are primarily focused on
a. Product strategy
b. Promotion strategy
c. Retail strategy
d. Distribution strategy
e. Customer service strategy
Rack jobbers are full-function merchant wholesalers that market specialized lines of
merchandise to retailers.
a. True
b. False
To prevent intrusions, companies install combinations of hardware and software called
_____ to keep unauthorized Web users from tapping into private corporate data.
a. firewalls
b. shopbots
c. cookies
d. podcasts
A(n) _____ is a secure website in which a company and its suppliers share data related
to emarketing, from product design through order delivery.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
f. bot
g. search marketing
h. electronic signature
i. phishing
j. blog
k. clickthrough rate
l. conversion rate
m. electronic shopping cart
n. firewall
o. eprocurement
p. vishing
q. spam
r. podcast
s. preroll video ad
t. engagement
A _____ is an urbanized county or set of counties with social and economic ties to
nearby areas.
a. consolidated micropolitan statistical area
b. primary metropolitan statistical area
c. core based statistical area
d. consolidated metropolitan statistical area
According to the PIMS research, firms with market shares above 40% show an average
_____ return on investment.
a. 55%
b. 32%
c. 14%
d. 60%
A national brand defines the image most people form when they think of a brand.
a. True
b. False
Setting the timing and sequence for a series of advertisements is called media
scheduling.
a. True
b. False
Which of the following factors falls under the resource dimension of the VALS system?
a. Social attitudes
b. Primary motivation
c. Eagerness to buy
d. Political views
The factors that influence consumer buying power and marketing strategies are part of
the _____ of a market.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
