Division of an overall market into homogeneous groups based on their locations
constitutes socioeconomic segmentation.
a. True
b. False
You work for a national athletic organization whose marketers develop a campaign
aimed at promoting the work the organization does in rural communities that lack
afterschool and college prep programs. The organization provides resources for
programs in these areas so program staff can work closely with students and their
families to ensure that they have the support they need to pursue higher education.
What is the primary goal of this organization’s public relations campaign?
a. to promote the organization’s services
b. to promote the organization’s values and mission
c. to promote the organization’s social responsibility goals
d. to develop an ethics department within the organization
e. to develop a competitive edge over other organizations in the market
If the demand for a product remains constant, regardless of the change in price, then the
product is said to exhibit _____.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
In the context of the levels of relationship marketing, which of the following is a
drawback associated with the efforts that focus on pricing and other financial incentives
to attract customers?
a. It makes advertising and promotional expenses worthless.
b. It leads to hostile relationships with the suppliers.
c. It does not encourage creativity in advertising.
d. It is least likely to lead to a long-term relationship.
One of the steps involved in measuring customer satisfaction is compiling feedback
from customers regarding present performance.
a. True
b. False
Which of the following products requires a high degree of creative selling?
a. Flat screen TVs
b. Gasoline
c. Laundry detergent
d. Ballpoint pens
A pricing policy is a general guideline that reflects marketing objectives and influences
specific pricing decisions.
a. True
b. False
Variations in each product a firm markets in its mix are referred to as the _____ of its
product mix.
a. width
b. length
c. depth
d. volume
Dish Network has recently advertised a bundled package of 50 channels plus Internet
for $59.99 per month but in the fine print, the advertisement notes that this offer is
applicable for new subscribers only. What type of pricing policy is Dish Network using
with this promotion?
a. promotional pricing
b. odd pricing
c. penetration pricing
d. flexible pricing
_____ are people or institutions whose opinions are valued and to whom a person looks
for guidance in his or her own behavior.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
The first step in measuring customer satisfaction is:
a. testing market response for new products through controlled experiments.
b. hiring a first-rate market research firm.
c. finding out what customers need, want, and expect.
d. searching the blogs and discussion groups on the Internet to obtain customer
feedback.
In the process of market segmentation, once the market potential of the segments has
been estimated, the next step is to:
a. develop a marketing mix.
b. develop a relevant profile for each segment.
c. forecast probable market share.
d. seek strategies to enter the market.
Children exert considerable influence over household food purchases.
a. True
b. False
India is the most preferred destination for production offshoring.
a. True
b. False
While consumers are heavy users of social media, it should be noted that businesses are
big users of social media as a means of connecting with existing and potential
customers. Which one of the following statements is false about consumer and business
use of social media?
a. Businesses use social media to build partnerships with other companies
b. Some experts contend that social media can shift the way consumers behave within
entire industries.
c. Notforprofit organizations use social media to market themselves.
d. Businesstobusiness (B2B) marketers are not having much success with social media
marketing efforts.
e. Consumers use social media to make final purchase decisions.
Sunway Megamall is a planned shopping center in Hanover, Maryland with nearly
400,000 square feet of shopping space, and it serves around 300,000 people who stay
within 30 minutes driving time from the shopping center. It contains many department
stores that provide a wide assortment of convenience, shopping, and specialty goods,
plus many personal service facilities. Sunway Megamall is most likely to be an example
of a:
a. neighborhood shopping center.
b. lifestyle center.
c. regional shopping center.
d. community shopping center.
The main goal of notforprofit organizations is to generate revenues above and beyond
their costs to make money for all stakeholders involved.
a. True
b. False
A(n) _____ is a buying center participant who has the formal authority to select a
supplier and to implement the procedures for securing a good or service.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
Nations Bank has engaged in extensive marketing research to learn more about its
customers especially those in the 18 to 30 age group. The research identified that these
consumers do not enjoy visiting a bank branch location and prefer to manage their
banking via their smart phone, tablet or computer. The bank has invested in
sophisticated applications which enable consumers to deposit checks, check their
balances, pay bills, and transfer funds. Nations Bank believes this investment in
research to understand consumer needs enables them to develop the right array of
services which will lead to improved market success and overall performance. This is
an example of a(n):
a. marketing concept
b. consumer listening
c. marketing advocation
d. sales orientation
_____ results when the demand for a product depends on the demand for another
product used in combination with it.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
A convenience sample is also called an accidental sample as those included just happen
to be in the place where the study is being conducted.
a. True
b. False
Which of the following is a disadvantage of using television as an advertising medium?
a. Ineffective impact of the promotional message on viewers
b. Loss of control of the promotional message to the telecaster
c. Inability to attain mass coverage
d. Inability to repeat messages
Marketers have been forced to adopt a more global perspective with their strategies.
Which of the following is a key factor in driving this change?
a. Increasing international travel
b. Increasing consumer spending in the United States
c. Greater interdependence of the world’s economies
d. Increasing economic clout of special interest groups
e. Changing political leadership in China
Oscar Mayer, a maker of various meat products, introduced Lunchables, a product
specifically aimed at children. This is an example of:
a. undifferentiated marketing.
b. differentiated marketing.
c. mass marketing.
d. micromarketing.
In interpretative research, the researcher first spends an extensive amount of time
studying the culture, and for that reason, the studies often are called _____ studies.
a. ethnographic
b. exploratory research
c. anthropological exploration
d. socio-lingual
A _____ is a full-function merchant wholesaler that markets specialized lines of
merchandise to retail stores.
a. drop shipper
b. truck wholesaler
c. rack jobber
d. commission merchant
The goal of an ad is to improve the likelihood that a customer will buy a particular good
or service.
a. True
b. False
If a website is rated high based on its engagement, it implies that a large number of
visitors purchase products from that website.
a. True
b. False
Social media efforts customize marketers’ approach to targeted audiences more than
many types of traditional marketing.
a. True
b. False
In a(n) _____, inventory changes frequently as customers take advantage of special
price offers from manufacturers selling excess merchandise.
a. lifestyle center
b. off-price retail store
c. full-service distribution center
d. merchandise mart
Which of the following acts as the source of the message communicated to the receiver
in the communication process?
a. Decoder
b. Sender
c. Messenger
d. Sponsor