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___________ is an interviewing method in which a mall interviewer intercepts and
directs willing respondents to nearby computers where each respondent reads questions
off a computer screen and directly keys his or her answers into the computer.
a. A mall intercept interview
b. An executive interview
c. A computerassisted selfinterview
d. A computerassisted personal interview
Which of the following statements is true of a company that is in the second stage of
developing a global business?
a. It maintains a virtual executive suite.
b. It sets up foreign subsidiaries to handle sales in one country.
c. It runs its business entirely through the Internet.
d. It bases its entire operations in its home country.
Most major furniture manufacturers affix labels to their wares that explain the products’
construction features, such as type of frame, number of coils, and fabric characteristics.
This form of labeling is an example of _____.
a. informational labeling
b. persuasive labeling
c. grade labeling
d. promotional labeling
A law compelling a company earning from the markets overseas to sell it to a control
agency, usually a central bank, is called ___________.
a. exchange control
b. market grouping
c. quota
d. tariff
Training plays an important role in customer service and relationship building.
a. True
b. False
Which is true of the influencers found among early adopters?
a. They come from higherincome groups and are mostly in their 30s.
b. They use media differently than other users who are considered followers.
c. They are distinguished not by demographics but by behavior.
d. They are not focused on earning the respect of others.
A firm which produces replicas of famous paintings of reputed and great artists has as
its target customers: socialites, celebrities, and the hospitality industry. What type of
market segmentation is used in this case?
a. Geographic segmentation
b. Psychographic segmentation
c. Benefit segmentation
d. Demographic segmentation
Public relations is an impersonal form of oneway mass communication about a product
or organization that is paid for by the marketer.
a. True
b. False
Which of the following is a characteristic shared by both early majority and the late
majority?
a. Both tend to have opinion leaders within their groups.
b. Both rely on science and experts for information.
c. Both depend on wordofmouth communication.
d. Both are primarily influenced by the mass media.
Which statement is true of trademarks?
a. Trademark rights are effective from the date of registration.
b. Rights to trademarks are also given to generic product names.
c. Trademark protection must be renewed every year.
d. Rights to trademarks last as long as the mark is used.
Personal selling is considerably less effective than other forms of promotion in
obtaining a sale and gaining a satisfied customer.
a. True
b. False
When considering corporate social responsibility, which is true of stakeholder theory?
a. It states that companies should only focus on increasing shareholder wealth.
b. It states that social responsibility is best carried out by government agencies.
c. It states that a company is expected to be a good citizen in its community.
d. It states that the management does not play a special role in the organization.
Anex Textiles, Inc. manufactures cloth and buys the chemical dyes for its use from
Werth Chemicals, Inc. Werth Chemicals, Inc., in turn, buys uniform material for its
employees from Anex textiles Inc. This scenario highlights a specific business practice
known as ______________.
a. reciprocity
b. trust
c. reselling
d. relationship commitment
Which of the following processes provides the mechanisms for evaluating marketing
results in light of the plan’s objectives and for correcting actions that do not help the
organization reach those objectives within budget guidelines?
a. Implementation
b. Evaluation
c. Control
d. Marketing audit
The Bureau of Competition provides information and holds conferences and workshops
for consumers, businesses, and policy makers on competition issues for market
analysis.
a. True
b. False
Trademark rights come from registration rather than use.
a. True
b. False
Becky wants to buy a new cell phone. She asks her friends who are technologically
savvy to recommend a good, lightweight phone that is easy to use. In this scenario,
Becky is obtaining information using a(n) _____.
a. marketingcontrolled information source
b. internal information search
c. non marketingcontrolled information source
d. need recognition
Strategic planning should be an annual exercise in which managers quickly review the
previous plan, retain the majority of previous strategies, and make only a few changes
going forward so they can more easily track the success of new marketing tactics.
a. True
b. False
Equality, a core American value that strongly influences the attitudes and lifestyles of
people, means that:
a. no one should expect to be treated differently from anybody else.
b. hard work, dedication to family, and frugality are moral and right.
c. success comes to anyone who gets an education, works hard, and plays by the rules.
d. every person should stand on his or her own two feet.
Which of the following statements is true of a utilitarian?
a. A utilitarian believes that arson is sometimes ethical and not always wrong.
b. A utilitarian will always keep his promises to a friend and follow the law.
c. A utilitarian is not necessarily concerned with the welfare of others.
d. A utilitarian compares similar predicted solutions and uses a point system.
At what level or levels of relationship marketing does a firm use financial and social
bonds but also offer valueadded services that are not readily available from other firms?
a. Neither at the customization level nor at the structural level
b. Only at the customization level
c. Only at the structural level
d. At both customization and structural levels
Which of the following describes a difference between an attribute and a benefit of a
product?
a. An attribute includes pleasure or improved health, whereas a benefit includes an
easyopen package or a special formulation.
b. An attribute cannot be experienced by consumers, whereas a benefit is tangible and
can be experienced.
c. An attribute is the goal to sell a product, whereas a benefit is an apparent part of a
product.
d. An attribute is simply a feature of a product, whereas a benefit is what consumers
receive by using a product.
Computerassisted selfinterviewing is a type of survey that usually involves interviewing
business people at their offices concerning industrial products or services.
a. True
b. False
Which of the following statements is true of the demand management process?
a. It increases costs as it involves serving multiple types of customers who have
variable wants and needs.
b. Demand management can ease pressure on the production process and allow
companies to satisfy most of their customers through greater flexibility in
manufacturing, marketing, and sales programs.
c. It focuses on providing a quick positive response to negative customer feedback.
d. It involves creating customerfocused plans of action prior to actual purchases being
made.
Identify which statement about global branding strategies is true.
a. A onebrandname strategy is useful when a company markets mainly one product.
b. Using different brand names in different markets leads to greater brand identification
of the product from market to market.
c. A onebrandname strategy makes coordinating promotion from market to market more
difficult.
d. Using different brand names in different markets means that a company is not an
example of localization.
Which of the following about African Americans is true?
a. They do not believe in strong cultural connections.
b. In African American homes, husbands alone make decisions regarding large
purchases.
c. They generally expect brands to support social causes.
d. They make up the largest group to use mobile devices for banking transactions.
All products that an organization sells constitute its ______________.
a. product line
b. product mix
c. product mix width
d. product line depth
According to family life cycle segmentation, young married or divorced couples with
children have high liquid assets.
a. True
b. False
A dynamic segmentation approach adjusts to fit the changes that occur in customers’
lives.
a. True
b. False
Which of the following refers to a type of package labeling that focuses primarily on a
promotional theme or logo and consumer information is secondary?
a. Persuasive labeling
b. Informational labeling
c. Packaged labeling
d. Greenwashing
Product line width refers to the number of product items in a product line.
a. True
b. False
Sanicare, a manufacturer of hygiene and personal care products, launches a new
toothpaste, “Tidy,” that claims to be more effective in maintaining oral hygiene than
other brands. The advertisements for Tidy provide valid research information. Which
executional style of advertising is Sanicare using?
a. Scientific
b. Sliceoflife
c. Spokesperson
d. Mood or image
