Robust, a leading industrial manufacturer, has developed a new air conditioner with
high cooling capacity. To identify potential clients who will be interested in the new
product, the company has sent out pamphlets to many firms along with its contact
details for anyone interested. This scenario illustrates _____.
a. a needs assessment
b. lead generation
c. a sales presentation
d. knowledge management
______________ is a form of observation marketing research that combines a
consumer’s online activity with psychographic and demographic profiles compiled in
databases.
a. Behavioral targeting
b. Observation targeting
c. Ethnographic research
d. Survey research
Which of the following is a disadvantage of causerelated marketing?
a. It does not increase the sale of products.
b. It can lead to consumer cause fatigue.
c. It results in immediate losses for a company because of its focus on a cause.
d. It requires corporations to use anticompetitive measures.
Which of the following indicates advantages of using secondary data?
a. Secondary data save time and money.
b. Secondary data can aid in formulating the problem statement.
c. Secondary data can pinpoint the kinds of people to approach and their locations and
serve as a basis of comparison for other data.
d. All of the above are correct.
Which of the following statements is true about the trends prevalent among the various
ethnicities in U.S. ethnic markets?
a. African Americans do not consider cultural/ethnic heritage as a critical part of their
identity.
b. Hispanics of older generations are more likely to be bilingual than Hispanic
Millennials.
c. Asian Americans retain strong core values even if they embrace American values.
d. Asian Americans are less educated than any other minority group.
Which of the following strategies seeks to target and effectively serve a single segment
of the market?
a. Niche competitive advantage
b. Sustainable competitive advantage
c. Product/service differentiation
d. Cost competitive advantage
Consumer use of mobile devices and social media—while browsing, comparison
shopping, and making a purchase—limits retailers from accessing useful information
about their customers and provides retailers no concrete way to appeal to shoppers.
a. True
b. False
Stefanie’s mother always shopped at the supermarket once a month. One reason why
Stefanie is such an efficient shopper is that, like her mother, she believes, “Buy only
what is essential or needed right now.” The norms and values passed on to Stefanie are
an example of:
a. consumerism.
b. the socialization process.
c. the role of society in consumer decision making.
d. the role opinion leaders play in business decision making.
A situation in which consumer response is sensitive to changes in price exhibits ______
demand.
a. elastic
b. inelastic
c. stagnant
d. fluctuating
Because the costs are often significant and the learning curve is relatively high, not
many organizations are willing to explore social media.
a. True
b. False
When considering the determinants of a civil society, which of the following refers to
the voluntary acceptance of standards established by nongovernmental entities?
a. Selfregulation
b. Ethics
c. Social control
d. Behavioral norms
Each part of a firm’s service marketing mix should make a different contribution to
achieving its goals.
a. True
b. False
Fourlotts Inc. is a renowned technological firm. It manages many strategic business
units (SBUs) in which each SBU:
a. has its own return on investment.
b. shares the same goals and employs the same strategies as Fourlotts Inc.
c. plans collaboratively with Fourlotts Inc.’s other SBUs.
d. refrains from performing manufacturing functions.
Items such as forklifts are more commonly sold as consumer goods than as business
products.
a. True
b. False
If the goal of the promotion plan is to improve the image of the company or the
industry, _____ may be used.
a. institutional advertising
b. pioneering advertising
c. competitive advertising
d. comparative advertising
According to the Boston Consulting Group model, the best strategy options in dealing
with problem children are to invest heavily to gain better market share, acquire
competitors to get the necessary market share, or drop the SBU.
a. True
b. False
Millennials tend to be influenced more by traditional advertising, sales reps, and
wordofmouth recommendations than through digital media.
a. True
b. False
Prices always steadily decline for a product in the decline stage of the product life
cycle.
a. True
b. False
Which of the following refers to the cost of reaching one member of the target market?
a. Cost per click
b. Cost per contact
c. Media mix
d. Reach
Persuasive promotion is used to keep the product and brand name in the public’s mind.
a. True
b. False
Which of the following describes the kind of candidates sales managers look for when
recruiting sales force candidates?
a. A sense of urgency without exhibiting competitiveness
b. An impotent ego but capable of understanding complex concepts
c. Competitiveness without exhibiting risktaking behavior
d. Assertiveness, as well as creativity and empathy
For a nonprofit service firm, the first step toward success in the global marketplace is
determining the nature of its core products.
a. True
b. False
Which of the following statements is true of nonmarketingcontrolled information
sources?
a. It includes mass media advertising like television and newspaper advertising.
b. It is biased towards a specific product because it originates with marketers promoting
that product.
c. It includes Internet forums and other forms of public sources of information.
d. It is monitored anonymously by marketers acting as nonmarketing agents to promote
their product.
Relationship selling is more often used in selling consumer goods.
a. True
b. False
Name the method of determining what sales volume must be reached before total
revenue equals total costs.
a. Breakeven analysis
b. Markup pricing
c. Opportunity analysis
d. Fixedcost pricing
The benefits of social media can be easily measured.
a. True
b. False
Which specific type of website allows users to voice their opinions on all kinds of
products and services across every segment of the Internet market?
a. Social bookmarking sites
b. Review sites
c. Locationbased social networking sites
d. Search sites
No matter how extensive the role of 3PLs and 4PLs may be in providing logistic
support to a firm, they never are the firm’s only point of interaction with the customer.
a. True
b. False
A connected selfschema means that a consumer perceives himself or herself as being
distinct and separate from other consumers.
a. True
b. False
Innovators are eager to try new ideas and products, almost as an obsession. Which of
the following is true of them?
a. They are the first 12.5% of all those who adopt a product.
b. They have higher incomes and are more selfconfident.
c. They are less worldly, more introverted, and less sociable than noninnovators.
d. They have higher incomes and rely more on group norms.
Many drugstores also carry an extensive selection of cosmetics, health and beauty aids,
seasonal merchandise, greeting cards, toys, and some nonrefrigerated convenience
foods.
a. True
b. False
Tina is an expert gardener. She provides services like designing and planting new
gardens, maintaining gardens, and landscaping. In the context of service processes, the
services provided by Tina come under the category of _____.
a. information processing
b. mental stimulus processing
c. possession processing
d. people processing
A _____ is a price reduction offered to a consumer, an industrial user, or a marketing
intermediary in return for prompt payment of a bill.
a. cash discount
b. quantity discount
c. functional discount
d. seasonal discount