Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Marketers classify goods and services by considering the purchase patterns of the
majority of buyers.
a. True
b. False
Ethnographic studies involve researchers spending time studying culture.
a. True
b. False
A life insurance salesperson explaining the benefits of a policy to both husband and
wife in a two-income family is perceiving the adoption of the policy to be a syncratic
purchase decision.
a. True
b. False
Survey methods used in marketing research for collecting primary data involve the:
a. use of Delphi technique.
b. review of sales data on customer purchase rates to estimate the future sales.
c. analysis of historical census data.
d. use of questionnaires to obtain demographic information of consumers.
A firm that promotes numerous products with several marketing mixes designed to
satisfy smaller target segments is said to practice _____.
a. target market
b. market segmentation
c. cohort effect
d. primary metropolitan statistical area
e. differentiated marketing
f. concentrated marketing
g. micromarketing
h. positioning map
i. VALS
j. AIO statement
k. core region
l. consumer product
m. demographic segmentation
n. Pareto’s law
o. psychographic segmentation
p. geographic information systems
q. positioning
r. geographic segmentation
s. business product
t. mass marketing
A trade fair is a periodic show at which manufacturers in a particular industry display
their wares for visiting retail and wholesale buyers.
a. True
b. False
While researching on the idea of opening his own health club, Tom learned that there
are 11 million health club members in the United States, and 90 percent of them are
between the ages of 18 and 49. They prefer to exercise with people of their own gender,
and the majority of them are urban dwellers. During the process of market
segmentation, this information is most likely to be used by Tom for:
a. observational analysis.
b. marketing research.
c. forecasting total market potential.
d. developing a market segment profile.
The centralization of the procurement function within an internal division or as a
service of an external supplier is known as:
a. supply chain inversion.
b. inventory perpetuation.
c. systems integration.
d. merchandising.
The tendency of members of a generation with common characteristics to be influenced
and bound together by significant events occurring during their key formative years is
called the _____.
a. target market
b. market segmentation
c. cohort effect
d. primary metropolitan statistical area
e. differentiated marketing
f. concentrated marketing
g. micromarketing
h. positioning map
i. VALS
j. AIO statement
k. core region
l. consumer product
m. demographic segmentation
n. Pareto’s law
o. psychographic segmentation
p. geographic information systems
q. positioning
r. geographic segmentation
s. business product
t. mass marketing
For consumers to pay prices either above or below what they consider the going rate,
they must be convinced they are receiving fair value for their money.
a. True
b. False
Cotton and polyester are used in the production of permanent press clothing. If the
supply of cotton is reduced, there will be an immediate effect on the demand for
polyester. This relationship represents a(n):
a. derived demand.
b. elastic demand.
c. volatile demand.
d. joint demand.
Decisions about distribution strategy primarily involve challenges such as:
a. how to advertise the product.
b. how to position a product.
c. when to raise prices to cover costs.
d. which marketing channels to adopt.
A geographic area that generates 40 percent to 80 percent of a company’s sales is called
a(n) _____.
a. target market
b. market segmentation
c. cohort effect
d. primary metropolitan statistical area
e. differentiated marketing
f. concentrated marketing
g. micromarketing
h. positioning map
i. VALS
j. AIO statement
k. core region
l. consumer product
m. demographic segmentation
n. Pareto’s law
o. psychographic segmentation
p. geographic information systems
q. positioning
r. geographic segmentation
s. business product
t. mass marketing
A company wishing to implement a market segmentation strategy for its products
should strongly consider using _____ branding.
a. family
b. captive
c. generic
d. individual
Technology presents challenges for global marketers that extend beyond the Internet
and other telecommunications innovations. A major technological issue involving food
marketers is _____.
a. value engineering
b. reverse engineering
c. genetic reengineering
d. business process reengineering
Several leading brands of breakfast cereal have changed the basis on which they try to
set their products apart from competition, shifting from taste to healthful ingredients. It
would be accurate to describe this change as:
a. Differentiated positioning
b. Homogeneous positioning
c. Dynamic positioning
d. Repositioning
e. Overpositioning
Relationship marketing views customers as equal partners in buyer–seller transactions.
a. True
b. False
Paid, nonpersonal communication through various media about a business firm,
not-for-profit organization, product, or idea by a sponsor identified in a message
intended to inform or persuade members of a particular audience is called _____.
a. noise
b. advertising
c. promotion
d. publicity
e. sales promotion
f. guerrilla marketing
g. posttesting
h. split runs
i. cooperative advertising
j. marketing public relations
k. media scheduling
l. pretesting
m. informative advertising
n. persuasive advertising
o. retail advertising
p. missiles
q. cross-promotion
r. interactive advertising
s. sponsorship
t. institutional marketing
_____ is a sales forecasting method that estimates future sales through statistical
analyses of historical sales patterns.
a. strategic alliance
b. relationship marketing
c. cobranding
d. frequency marketing
e. value chain
f. database marketing
g. exponential smoothing
h. customer relationship management
i. trend analysis
j. internal customers
k. comarketing
l. quick-response merchandising
m. affinity program
n. lifetime value of a customer
o. Delphi technique
p. national account selling
q. transaction-based marketing
r. customer churn
s. buzz marketing
t. grassroots marketing
Breakeven analysis is an effective tool for marketers in assessing the sales required for
covering costs and achieving specified profit levels.
a. True
b. False
Which of the following types of advertising is most likely to be used during the growth
stage and the early part of the maturity stage of the product lifecycle?
a. Persuasive advertising
b. Reminder advertising
c. Evaluative advertising
d. Retentive advertising
On a recent trip to the grocery store, Jackson noticed an in--store tasting event for a new
line of yogurt--based dips. The store was providing product sampling and a coupon for .
50 off the purchase price. Jackson tried the French Onion flavor and liked it so much he
decided to purchase it for an upcoming party at his home. Which characteristic
influencing adoption rates does this represent?
a. possibility of trial use
b. complexity
c. relative advantage
d. observability
Banner advertisements on a Web page that link to an advertiser’s site are the least
common type of advertising on the web.
a. True
b. False
Cumulative quantity discounts are one-time reductions in list prices.
a. True
b. False
Electronic data interchanges, once limited by operating system incompatibility, have
found new life due to:
a. Web services using opensource XML.
b. opensource operating systems.
c. use of secure virtual private networks.
d. uniform OS programming practices.
The assumption behind recognition tests is that future sales are related to advertising
readership.
a. True
b. False
A series of related products offered by one company is called a product _____.
a. cluster
b. subgroup
c. line
d. pack
Products bought in response to unexpected and urgent needs are called _____.
a. marketing mix
b. specialty products
c. product
d. services
e. convenience products
f. impulse goods
g. installations
h. wholesalers
i. business-to-business (B2B)
j. supplies
k. emergency goods
l. shopping products
m. component parts and materials
n. staples
o. product mix
p. product line
q. line extension
r. total quality management
s. product lifecycle
t. benchmarking
A leader merchandise is a product offered by retailers to customers at less than cost to
attract them to stores.
a. True
b. False
Buyers of a particular new car model are being offered zero-percent financing. This is
an example of a promotional allowance.
a. True
b. False
Zone pricing helps sellers compete in distant markets.
a. True
b. False
A salesperson from Healthcare Pharmaceuticals provided free samples of the
company’s latest line of pain relievers to retailers in an effort to promote the firm’s
goodwill during a sales approach. Later, a wholesaler took orders and delivered the
merchandise. Which of the following sales tasks had been performed by the
salesperson?
a. Order processing
b. Creative selling
c. Missionary selling
d. Networking
A pricing method, that uses all relevant variable costs in setting a product’s price and
allocates those fixed costs that cannot be directly attributed to the production of the
priced item, is known as _____.
a. breakeven analysis
b. tariffs
c. unfair-trade laws
d. incremental-cost pricing
e. profit maximization
f. demand
g. value pricing
h. monopoly
i. elasticity
j. marginal
k. fair-trade laws
l. yield management
m. oligopoly
n. cost-plus pricing
o. full-cost pricing
p. supply
q. marginal analysis
r. target-return objectives
s. market-share objectives
t. pure competition
Economic recovery can be described as a period when consumer spending begins to
cautiously increase, while companies try to hold down rising costs.
a. True
b. False
