Which of the following is not affected by big data?
a. Market share
b. Company revenues
c. Advertising budgets
d. Customer interests
The first step in the marketing research process is to conduct exploratory research, and
then use the information to define the problem.
a. True
b. False
Meeting customer needs by listening to them, understanding their problems, paying
attention to details, and following through after the sale is called _____ selling.
a. consultative
b. transaction
c. missionary
d. cross
Company A provides a component to Company B, which then sells it under its own
brand. This is an example of a vertical alliance.
a. True
b. False
Jon is in charge of measuring the impact of his firm’s social media plan. For which of
the following tasks is he likely to be responsible?
a. Assessing awareness of the company
b. Calculating the company’s share of voice
c. Responding to online criticism
d. Deciding when to use Facebook and Instagram
e. Gauging the level of target audience involvement with the company
The mission statement puts into words an organization’s overall purpose and reason for
being.
a. True
b. False
By law, most federal purchases must be awarded on the basis of bids, or written sales
proposals, from vendors.
a. True
b. False
Macy’s focuses on fashion-oriented merchandise, backed by a complete array of
customer services. Hence, Macy’s can be regarded as a:
a. self-selection retailer.
b. full-service retailer.
c. self-service retailer.
d. partial-assistance retailer.
Keisha received an email from the IT department at her university saying that she
should update her password. However, before following the instructions in the email,
Keisha checked the University’s technology notices and read a post cautioning users
about recent ______ activity on student accounts.
a. phishing
b. vishing
c. smishing
d. fishing
A service user of a notforprofit organization has more control over the organization’s
destiny than customers of a profitseeking firm.
a. True
b. False
The first step to be taken in developing a Web presence for a company is to determine
the domain name for the website.
a. True
b. False
When a product is used in the production of another good that is destined for resale, the
product is considered as a(n):
a. consumer product.
b. business product.
c. end product.
d. used product.
Marketers can attempt to change consumer attitudes by engaging them in new buying
behavior.
a. True
b. False
An organization’s purchasing decisions can be influenced by such ______________ as
a tornado destroying a factory that produces supplies necessary for the organization’s
operations.
a. environmental factors
b. interpersonal influences
c. organizational factors
d. merchandisers and category advisors
e. impulse factors
_____ is the popular name for junk email.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
f. bot
g. search marketing
h. electronic signature
i. phishing
j. blog
k. clickthrough rate
l. conversion rate
m. electronic shopping cart
n. firewall
o. eprocurement
p. vishing
q. spam
r. podcast
s. preroll video ad
t. engagement
The strategy of selective distribution involves distributing a product through a limited
number of channels.
a. True
b. False
The process of reducing consumer demand for a product to a level that a firm can
reasonably supply is called __________.
a. indirect marketing
b. economic marketing
c. direct marketing
d. demarketing
Kroger, a popular milk brand, is a market leader in Denmark. About 30 percent of its
sales and earnings take place outside its home country. Kroger can be regarded as a
global brand.
a. True
b. False
A private exchange is a secure website at which a company and its suppliers share all
types of data related to emarketing, from product design through order delivery.
a. True
b. False
The rule of three refers to the theory that in any industry, the three strongest competitors
dominate between ______________ percent of the competitive market.
a. 60 and 80
b. 20 and 80
c. 70 and 90
d. 60 and 90
e. 50 and 95
A(n) _____ is a social media platform where users post messages and hold
conversations on specified topics.
a. social news site
b. online forum
c. blogging site
d. bookmarking site
State bureaus of tourism and conventions typically engage in _____ marketing.
a. organization
b. person
c. place
d. cause
Dumping is the practice of selling a large volume of product into a foreign market at
prices lower than its own domestic market.
a. True
b. False
Noel Pvt. Ltd. combines metal, rubber, and other components in the production of
appliances. In doing so the company creates _____ utility.
a. ownership
b. form
c. place
d. time
The _____ is a numerical bar code system used to record product and price information.
a. trade dress
b. brand preference
c. brand insistence
d. generic product
e. family brand
f. brand equity
g. product diversification
h. trademark
i. brand extension
j. consumer innovator
k. brand name
l. private brand
m. brand manager
n. universal product code (UPC)
o. cannibalization
p. product liability
q. captive brand
r. brand mark
s. line extension
t. label
The extent of consumer spending is directly related to the rate of unemployment.
a. True
b. False
You can easily identify the long-term customers who bring the most value to your
babysitting service. They are the ones who:
a. Buy more babysitting hours
b. Cost less in travel time
c. Refer other parents
d. Do not complain
e. Cost less in cancelled bookings
A(n) _____ is a software program that allows online shoppers to compare prices of a
particular product offered by several online retailers.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
Which of the following firms is most likely to enter into a vertical strategic alliance
with Boeing?
a. Airbus, a European consortium of aircraft manufacturers
b. Pratt & Whitney, an aircraft engine manufacturer
c. Cessna, an American airplane manufacturer
d. Gulfstream Aerospace, a jet aircraft producer
A(n) _____ is an item given free or at a reduced cost with purchases of other products.
a. span of control
b. field selling
c. inside selling
d. order processing
e. virtual sales team
f. team selling
g. approach
h. creative selling
i. presentation
j. sales promotion
k. premium
l. coupon
m. network marketing
n. cold calling
o. expectancy theory
p. over-the-counter selling
q. missionary selling
r. relationship selling
s. push money
t. consultative selling