The Robinson-Patman Act was intended primarily to save jobs.
a. True
b. False
At the _____ stage of brand loyalty, marketers use advertising as a means to increase
consumer awareness of a brand.
a. brand recognition
b. brand preference
c. brand insistence
d. brand equity
A(n) _____ is a separate window that appears on a user’s screen with an advertising
message.
a. banner ad
b. widget
c. popup ad
d. image ad
A brand name should give buyers the correct connotation of the product’s image.
a. True
b. False
Personal selling is more costly and time consuming compared to other types of
promotion.
a. True
b. False
When a producer decides to advertise products on its website and sell them online,
while continuing to distribute products to its current retailer customer base, the decision
is likely to result in horizontal channel conflict.
a. True
b. False
A skimming pricing strategy is ineffective in marketing higher-end goods.
a. True
b. False
Manufacturers of specialty or luxury goods limit the number of retailers that can carry
their products.
a. True
b. False
_____ is a scam that collects personal information through voice response systems.
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 term “suboptimization” refers to a condition that results when individual operations
achieve their objectives but interfere with progress toward broader organizational goals.
a. True
b. False
Which of the following is true of the Robinson-Patman Act?
a. It prohibited imposing taxes on the products that are being exported to other
countries.
b. It was intended primarily to create more jobs in grocery chain stores.
c. It prohibited selling at an unreasonably low price to eliminate competition.
d. It applies only to price discrimination between geographic areas, injuring local
sellers.
_____ is the strategy of attaching a popular brand name to a new product in an
unrelated product category.
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
A clothing manufacturer sells to 300 retail chains and boutiques within the United
States. Since West Coast retailers have a more affluent clientele, they can command
higher retail prices. This is likely to be considered illegal under the Clayton Act.
a. True
b. False
Revenues and intangible benefits such as referrals and feedback a consumer brings to
the seller over an average period of their relationship, less the amount the company
must spend to acquire, market to, and service the customer is known as the _____.
a. rate of customer coverage
b. customer turnover rate
c. lifetime value of a customer
d. net customer yield
Sentencing guidelines act as an incentive for corporations to implement effective ethics
compliance programs—if they are hauled into court, the existence of such a program
can help reduce penalties.
a. True
b. False
Which of the following factors sets the upper limit on demand generated by a particular
market segment?
a. Market potential of the segment under analysis
b. Psychographic characteristics of the population in the segment
c. Geographic dispersion of potential customers in the market segment
d. Lifestyle characteristics of the population in the segment
A company’s buying center encompasses everyone who is involved in any aspect of its
buying activity.
a. True
b. False
Bed Bath & Beyond offers an extensive selection of coffee makers for consumers to
consider when they’re making a purchase decision. They offer several different models
of the Keurig as well as Cuisinart, Jura and Mr. Coffee. Brittany stopped in the store to
see the different models and make comparisons between them. She wasn’t ready yet to
make a purchase but was primarily interested in learning about the different features
and prices of brands. Which stage in the buying decision process is Brittany most likely
in?
a. search
b. evaluation of alternatives
c. purchase decision
d. problem recognition
A company limits its growth potential when it concentrates on a single product, even
though the company may have started that way.
a. True
b. False
During an economic recession, marketers look to emphasize value in their offerings by
reducing prices in order to help consumers stretch their budget dollars.
a. True
b. False
Which of the following is most likely to be categorized as a consumer product as well
as a business product?
a. Natural gas
b. Iron ore
c. Concrete mixers
d. Agriculture produce
Discretionary income is the amount of money people have to spend on buying
necessities such as food, clothing, and housing.
a. True
b. False
Which of the following statements reflects Carla’s interpersonal determinants
concerning her purchase of an Apple computer?
a. She believes you get what you pay for when purchasing products.
b. She perceives that Apple offers the best customer service though her family and
friends do not share this opinion.
c. She makes purchases to satisfy the expectations of her family members who insist on
buying Apple products.
d. She identifies with the brand and periodically purchases new Apple products.
The marketing mix is the blending of the four strategy elements—product, price,
distribution, and promotion—to satisfy the target market.
a. True
b. False
Which of the following financial incentives is designed to give retailers discounts on
goods?
a. Rebate
b. Buying allowance
c. Commission
d. Promotional allowance
A platform where users can post news items or links to outside articles, then vote on
which postings get the most prominent display is known as a(n) _____.
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
_____ are tools that help marketers trace, measure, and interpret data related to social
media marketing initiatives.
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 Acme Flashlight Company breaks even at 20,000 flashlights at $6 each, with the
average variable cost per flashlight of $4. The amount of its fixed costs is:
a. $20,000
b. $40,000
c. $60,000
d. $80,000
Tim was on his way to work one morning and he noticed smoke coming from under the
hood of his truck. He pulled over to the side of the road, turned off the ignition, and had
his vehicle taken to the dealership. The dealership found a faulty wire and wanted to
charge him for the service. However, since the vehicle was still under warranty, Tim
contacted the manufacturer as well as the National Highway Traffic Safety
Administration (NHTSA) to report the incident. Tim’s “right” to contact the
manufacturer and NHTSA is related to the right to _______, one of the consumer rights
mentioned in a speech by President John F. Kennedy.
a. be heard
b. be safe
c. be informed
d. choose freely
_____ is the strategic process of creating, distributing, promoting, and pricing goods
and services to a target market over the Internet or through digital tools.
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 American Heart Association runs ads in major magazines promoting its mission
and successes. These ads are examples of _____ advertising.
a. cooperative
b. institutional
c. ambush
d. persuasive
A grocery store places tags on shelves just below the products that list the product
name, UPC number, a store code, and the regular price of the product. This regular
price is called the market price.
a. True
b. False
Goods and services consumers want to purchase frequently, immediately, and with
minimal effort 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 firm’s goals should be specific and measurable.
a. True
b. False
