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Ebusiness is the most popular Web function, followed by communication.
a. True
b. False
SimplyFyde Shopping’s website has an online catalog with the details of the products
on offer. When customers pick their choices from the list, the items are automatically
populated into a(n):
a. online trading database.
b. electronic shopping cart.
c. pointofsale system.
d. Web browser.
The demand for gold has remained the same in the market regardless of the rise in its
price, because there is no other replacement for the product. This type of demand
experienced by gold is referred to as a(n) _____.
a. joint demand
b. inelastic demand
c. versatile demand
d. derived demand
A large company sells some of its business units to help cut costs, bolster its share price
and diversify its business interest. This is an example of a firm employing a(n):
a. exit strategy.
b. pricing strategy.
c. distribution strategy.
d. promotion strategy.
The information collected for a specific investigation is called _____.
a. big data
b. exploratory research
c. secondary data
d. primary data
e. sampling
f. hypothesis
g. simple random sample
h. interpretative research
i. focus group
j. marketing decision support system
k. key performance indicator
l. predictive analytics
m. metrics
n. marketing research
o. quota sample
p. test marketing
q. cluster sample
r. data mining
s. convenience sample
t. controlled experiment
According to the Young & Rubicam’s BrandAsset Valuator model, the _____ dimension
of a brand personality is a combination of perceived quality and consumer perceptions
about its growing or declining popularity.
a. differentiation
b. relevance
c. esteem
d. knowledge
Timeliness and _____ are vital approaches for a firm involved in managing a potential
social media crisis.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
The term _____ refers to the process of coordinating the flow of information, goods,
and services among members of the marketing channel.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Brock recently graduated from college and began his job as a media analyst earning
$50,000 per year. He wants to start saving for retirement and use a weekly budget to
keep him from spending too much money. He determines that his _______ income is
$120 per week for entertainment, dining out, clothes, and other nonessential items.
a. discretionary
b. net
c. gross
d. frivolous
An exchange process is an activity in which two or more parties give something of
value to each other to satisfy perceived needs.
a. True
b. False
If consumers can easily find close substitutes for a good or service, the product’s
demand tends to be inelastic.
a. True
b. False
Which of the following types of MPR responds to an external situation that has
potential negative consequences for an organization?
a. Active MPR
b. Passive MPR
c. Proactive MPR
d. Reactive MPR
The Voice has gained a loyal viewer base as customers enjoy the reality vocal
competition show featuring recording artists Blake Shelton, Pharrell Williams, Adam
Levine and Christina Aguilera as judges in its 11th season. Viewers were able to vote
for their favorite artists using social media such Facebook or Twitter as well as the
Voice App available for Android or Apple customers. The ability to vote for a viewer's
favorite performer created higher levels of interaction between the audience and the
show and led to higher viewership ratings. NBC has demonstrated the successful use of
level _____ marketing.
a. two
b. one
c. zero
d. four
Which of the following products would be the best choice to be marketed using an
undifferentiated marketing strategy?
a. Luxury automobiles
b. Healthy snack foods
c. Table salt
d. Imported wine
Some of the motives for firms to enter into partnership are warding off threats of future
competition, raising or creating barriers to entry, and learning new skills.
a. True
b. False
You are considering the purchase of a McDonald's franchise. If the sale goes through,
you will be involved in a marketing system known as a:
a. Contractual VMS
b. Franchisor-sponsored VMS
c. Voluntary chain
d. Corporate marketing system
e. None of the above
First-line sales managers need very strong sales skills, while sales managers at higher
organizational levels need more _____ skills.
a. training
b. interactive
c. managerial
d. technical
A condition that results when individual operations achieve their objectives but interfere
with progress toward broader organizational goals is referred to as _____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Companies that adopt a volume objective continue to expand sales even when their total
profits drop below the minimum return acceptable to management.
a. True
b. False
Analysis has shown that ingredients account for less than 5 percent of a perfume’s cost.
So if a perfume costs $135 or more per ounce, it reflects the marketer’s adoption of a
pricing objective that focuses on:
a. expanding market share.
b. creating image or prestige.
c. meeting competitors’ prices.
d. maximizing sales.
Concentrated marketing strategy ties a firm’s growth to a specific market segment.
a. True
b. False
The number and size of the market segments chosen by a firm must match its marketing
capabilities.
a. True
b. False
The purchase decisions for high-involvement products differ from those of
low-involvement products as high-involvement purchase decisions:
a. pose little risk to the consumer.
b. require less time and less research on information.
c. require limited problem solving and limited efforts for external searches.
d. pose greater economic and social consequences.
Homeshoring enables firms to save on office space, furnishings, and supplies.
a. True
b. False
The first phase of federal regulation of business was aimed at protecting competitors
and included the RobinsonPatman Act, passed in the 1930s.
a. True
b. False
Apple iTunes is an example of a successful first mover.
a. True
b. False
The activities of the World Trade Organization thus far have focused on dispute
resolution rather than reducing trade barriers as:
a. the main aim of this organization is to increase the level of production in the
developing nations.
b. the differences between the developed and developing nations have created a major
roadblock to its progress.
c. the organization does not have the authority to make binding decisions on trade
policies and trade barriers.
d. the organization is attempting to increase profit levels for developed nations.
Telephone surveys have relatively high response rates and are effective at drawing
appropriate responses.
a. True
b. False
Thousands of country representatives have attended the Public Forum of the World
Trade Organization (WTO) since it was launched in 2001. Which topic would be
unlikely to be put on the agenda for the meeting?
a. mandatory sustainability standards
b. public-private partnerships
c. job creation
d. infrastructure development
e. role of innovation and intellectual property
You own a highend restaurant competing for the business of wellheeled diners. Now
you're worried, because a gourmet takeout store just opened across the street. The new
store will mean increased _____ competition.
a. direct
b. indirect
c. generic
d. mealtime
e. price
Setting the timing and sequence for a series of advertisements is known as:
a. media sourcing.
b. media scheduling.
c. media polarizing.
d. media programming.
