Inside sales reps support field representatives in building strong customer relationships.
a. True
b. False
Guerilla marketing is an expensive marketing technique.
a. True
b. False
Toyota’s introduction of the hybridpowered Prius is an example of how it has turned
public concerns and legal issues about the natural environment into an opportunity.
a. True
b. False
A marketing information system (MIS) develops available data into information useful
for decision making.
a. True
b. False
The number of “hits” for a web page represents the number of times a visitor accesses
the page.
a. True
b. False
Liberty Production is a small company which produces flags and other patriotic-themed
items such as banners. Historically, they have focused on the United States market but
recently recognized they could enhance sales by creating patriotic items for other
countries. They would like to keep their expenses low as the expand internationally and
have reached an agreement with a company who will purchase the merchandise and
resell the items to international customers. Liberty Production will not have any control
over marketing or distribution activities but they appreciate the simplicity of this
business model. Liberty Production is most likely utilizing a(n) ________ to expand
their global footprint.
a. export trading company (ETC)
b. export-management company (EMC)
c. foreign licencing
d. subcontracting
In SWOT analysis, situations where organizations are unable to capitalize on
opportunities because of internal limitations are referred to as:
a. strategic windows.
b. threats.
c. constraints.
d. leverages.
A price of $ 9.97 is less likely to appeal to customers than $ 9.95 or $ 9.99.
a. True
b. False
Even if a new product tests well in the market and reaches the commercialization stage,
it may still take a while to catch on with the general public.
a. True
b. False
An article titled, “Jeff Bezos Says Amazon is Seriously Serious about Drone
Deliveries”, recently appeared in a widely circulated business publication. Which of the
following statements is true about this statement and its relationship to the Eight
Universal Marketing Functions?
a. This statement relates to the physical distribution function of storing.
b. This statement relates to the exchange function of selling.
c. This statement relates to the facilitating function of risk taking.
d. This statement relates to the physical distribution function of transporting.
e. This statement relates to the facilitating function of selling.
_____ describes the current era in the history of marketing.
a. utility
b. buzz marketing
c. exchange process
d. seller’s market
e. buyer’s market
f. marketing myopia
g. social responsibility
h. relationship marketing
i. person marketing
j. place marketing
k. event marketing
l. organization marketing
m. interactive marketing
n. lifetime value of a customer
o. social marketing
p. onetoone marketing
q. strategic alliances
r. notforprofit organizations
s. ethics
t. mobile marketing
u. wholesalers
v. transactionbased marketing
Viewers are likely to practice selective perception and tune out statements they perceive
as too strong or not credible.
a. True
b. False
Marketing researchers must remember to direct their reports toward management and
not to other researchers.
a. True
b. False
Trade-ins are seldom used in sales of durable goods.
a. True
b. False
Businesses can efficiently collaborate with vendors, partners, and customers through
intranets.
a. True
b. False
The single group within society that is most vulnerable to reference group influence is:
a. the older consumer who feels somewhat left out of things.
b. unmarried women, many of whom feel a need for stability in their lives.
c. new immigrants who want to capture the American dream.
d. children, who base most of their buying decisions on outside influences.
Not-for-profit organizations tend to distribute their products through long, multi-level
channels using wholesalers as intermediaries.
a. True
b. False
The marketing efforts at the first level of relationship marketing:
a. treat the buyers as true business partners while marketing products.
b. focus on effective communication and customer service for the products.
c. rely on pricing and other financial incentives to motivate consumers to buy products.
d. focus on creating long-term buyer relationships.
The use of social media in marketing and other aspects of business is expected to
continue to grow exponentially over the next decade. Many great career opportunities
currently exist in the field, and others will be created as the market evolves. You are
excited about the career possibilities in this new field and you have been preparing
yourself to take advantage of them. You did a selfassessment and determined that you
would love to be the person who is responsible for running a firm’s total social media
program. Given this, which of the following social media jobs should you pursue?
a. Social media strategist
b. Brand manager
c. Content programmer
d. Social media analytics
e. Online community manager
Reciprocity tends to simplify B2B buying behavior for new suppliers who are trying to
compete with preferred vendors.
a. True
b. False
Lenovo is developing a new tablet computer that they believe will revolutionize mobile
computing. Since the company believes there is little direct competition for this new
product, they plan to set a high price in comparison to other computer models. Lenovo
is using a _____ pricing strategy.
a. skimming
b. market-minus
c. penetration
d. competitive
Sharon Rice is part of a team that handles the social media marketing campaign of a
company. She is responsible for managing external engagement with customers in
social media channels such as Facebook, Twitter, and other blogging sites. Sharon can
be regarded as a(n) _____.
a. social media designer
b. social media developer
c. brand manager
d. online community manager
Strategic planning has a minimal impact on a firm’s destiny because it provides only
shortterm direction to the decision makers.
a. True
b. False
A newly opened spa uses a print ad to promote the service packages it offers to
customers. This is an example of _____ advertising.
a. retail
b. product
c. institutional
d. corporate
Order processing becomes the primary task in situations in which needs are readily
identified and are acknowledged by the customer.
a. True
b. False
The term service _____ refers to the point at which the customer and service provider
interact.
a. encounter
b. locus
c. platform
d. zone
A electronics company has hired some product experts who have sufficient following
on social media sites to spread a word about their products. The company provides the
products to these individuals and requests them to post their opinion which helps in
promoting the products. This is an example of:
a. buzz marketing.
b. internal marketing.
c. lateral marketing.
d. distributive marketing
“On the street” interviews conducted by a broadcaster with anyone who passes by are
examples of _____ sampling.
a. media
b. convenience
c. cluster
d. stratified
Plastic bottles can take up to 1,000 years to decompose in a landfill. An enterprising
entrepreneur recently developed an alternative bottle made from algae that is
biodegradable. The algae bottle is an example of a _______ product.
a. sustainable
b. new
c. innovative
d. creative
A marketing plan is not reevaluated once it is completely implemented.
a. True
b. False
A dinner at an exclusive restaurant is a pure good.
a. True
b. False
The increased options available to shoppers combine to create a market characterized
by demand elasticity.
a. True
b. False
You’ve attempted to maximize profits on sales of your bakery’s gluten-free bread by
taking a number of steps: for example, by responding quickly to competitors’ discounts,
setting target return objectives, and marketing the product as a necessity for people who
are allergic to wheat. Unfortunately, profits still haven’t reached your goals. You hope to
explain the disappointing results to your partners in a way that won’t reflect poorly on
your marketing judgment. Which of the following explanations do you choose?
a. The cost structure of the business is unclear.
b. The demand curve for the product is unclear.
c. The market for gluten-free bread — people with wheat allergies — is much smaller
than you projected.
d. Your advertising budget is inadequate.
e. The price of your brand is too high.
Core based statistical areas (CBSA) are comprised of metropolitan and micropolitan
statistical areas.
a. True
b. False