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_____ are Web pages that are publicly accessible journals for individuals or
organizations.
a. Electronic bulletin boards
b. Podcasts
c. Blogs
d. Social networks
Marketing research is most likely to be outsourced if the:
a. outside provider is a government agency.
b. firm wishes to integrate its core competency with its supplementary divisions.
c. outside provider is likely to collect more reliable and accurate information.
d. firm decides to expand its market base by introducing a new product or service.
Engel's laws state that, as household income increases:
a. the percentage of income spent on items such as recreation and education increases.
b. the percentage of income spent for clothing and household operations increases.
c. the percentage of income spent on medical and personal-care decreases.
d. the percentage of income spent on food remains constant.
_____ are audio or video files that can be downloaded to other digital devices.
a. Cookies
b. Podcasts
c. JARs
d. Newsgroups
News reports from Zimbabwe indicate that a small pack of locally produced coffee
beans costs approximately 1 billion Zimbabwean dollars, an amount that would have
bought 60 new cars less than ten years ago in the same country. It can be surmised that
Zimbabwe is experiencing extremely high levels of _____ which has spiraled out of
control in the past ten years.
a. growth
b. stagflation
c. deflation
d. inflation
A product can fulfill its mission of satisfying consumer needs only if it ensures safe
operation.
a. True
b. False
Dave is a consultant who advises manufacturers on issues related to maintenance,
repair, and operations in their factories. Dave supplies a(n):
a. MRO product
b. Business service
c. Internal service
d. Collaborative service
e. Component service
Business strategies are impacted by the widespread use of the Internet. Which of the
following is true with respect to its impact?
a. The Internet has eliminated all forms of substitution threats.
b. The Internet has reduced barriers to market entry.
c. The Internet has reduced the bargaining power of endusers.
d. The Internet has reduced consumer awareness about the differences among
competitors.
The firm that provides regional expertise in a strategic alliance does not share the risks
associated with the business.
a. True
b. False
Colin owns a dog food business, but wants to develop a canine fashion line as a way of
expanding his portfolio and increasing sales and profits. One of the things customers
love about Colin’s company is that all of the products are manufactured locally, creating
jobs for young people. Though he does not have a lot of money and hopes that he won’t
have to hire new staff, he thinks he might have to. Rather than developing a canine
fashion line, which of the following alternatives can you suggest to Colin?
a. Colin should use cannibalization strategy.
b. Colin should use a market penetration strategy.
c. Colin should outsource his company’s jobs to cut costs.
d. Colin should consider selling his business to a larger pet food company.
e. Colin should hire a marketing company to help him promote his products.
Horizontal territorial restrictions result from agreements between retailers or
wholesalers to avoid competition among sellers of products from the same producer.
a. True
b. False
IMC broadens the concept of promotion to include all the ways a customer has contact
with the organization, adding packaging, store displays, and online advertising to
traditional media.
a. True
b. False
Foreign currency fluctuations, labor costs, and political stability are part of an
international economic environment that affects U.S. marketers.
a. True
b. False
When a considerable amount of analytical decision making by the customer is involved
in purchasing a product or service, the salesperson will probably use:
a. missionary selling.
b. telemarketing.
c. creative selling.
d. inside selling.
A marketing channel is an organized system of marketing institutions and their
interrelationships that enhances the physical flow and ownership of products from
producer to consumer or business user.
a. True
b. False
Which of the following terms refers to the specialty products of the business market?
a. Installations
b. Accessory equipments
c. Shopping products
d. Component parts and materials
Which elements of retail strategy would be most important for a company that has just
decided to construct a brick-and-mortar storefront?
a. location and customer service
b. store atmospherics and customer service
c. promotion and store atmospherics
d. location and store atmospherics
e. promotion and customer service
Which of the following terms do advertisers use to describe a promotional environment
that is filled with hundreds of competing 15- and 30-second commercials?
a. Noise
b. Click-through
c. Split run
d. Clutter
The promotional mix requires a carefully designed blend of variables to satisfy the
needs of a company’s customers and achieve organizational objectives.
a. True
b. False
The U.S. database that combines features such as railroads, highways, and rivers with
census data such as household income is called:
a. AEGIS (American Exploratory Geographic Information Systems).
b. PoLeCAT (Population Legally Counted and Typologized).
c. TIGER (Topographically Integrated Geographic Encoding and Referencing).
d. ZEBRA (Zoned Environment Business Report Activities).
The revised VALS system categorizes consumers by their occupations.
a. True
b. False
One of the reasons cited by the U.S. Department of Commerce for the trend toward
smaller households is:
a. young people’s tendency to marry early.
b. the increase in the number of same-sex couples.
c. the low cost of living.
d. the frequency of divorce.
A(n) _____ establishes a free-trade area plus a uniform tariff for trade with nonmember
nations.
a. exporting
b. WTO
c. infrastructure
d. exchange rate
e. tariff
f. import quota
g. dumping
h. ISO certification
i. foreign licensing
j. multinational corporation
k. global marketing strategy
l. multidomestic marketing strategy
m. countertrade
n. related party trade
o. exchange control
p. customs union
q. CAFTA-DR
r. importer
s. embargo
t. franchise
A company’s plans that focus largely on its current and nearfuture activities and are
determined by its middle level management are referred to as _____ plans.
a. strategic
b. longterm
c. operational
d. tactical
The process of collecting information about the external marketing environment to
identify and interpret potential trends is called _____.
a. market profiling
b. target marketing
c. marketing management
d. environmental scanning
The total group of people that a researcher wants to study is called the:
a. universe.
b. sample.
c. cluster.
d. aggregate.
Your boss often talks about the importance of marketing to subcultures, but he includes
only Hispanic Americans, African Americans, and Asian Americans. You know that a
subculture can be defined by characteristics other than nationality or ethnicity. In a
memo, you identify some of these characteristics, including:
a. age
b. rural vs. urban location
c. religion
d. geographic distribution
e. bargain hunters
Opinion leaders rise to prominence because of their interest and expertise in certain
products.
a. True
b. False
The price elasticity of demand (or elasticity of demand) is the percentage change in the
quantity of a good or service demanded divided by the percentage change in its price.
a. True
b. False
Heinz, the maker of various products including vinegar promotes the many uses for
vinegar on its website and social media outlets. For example, in addition to being
utilized as a food preparation ingredient, vinegar can be used to clean windows, get
clothes cleaner, clean carpets, wash fresh produce and dissolve glue. By marketing the
various uses of vinegar, Heinz is attempting to:
a. find new uses for the product
b. increase the number of users
c. influence consumers to adopt green practices
d. enhance its relevance to consumers
Bell Weddings was the company that pioneered the wedding planning industry. The
owners realized that customizing weddings to the wishes of the families, taking charge
of the responsibilities, and creating a day that is memorable for clients was an
incredible business venture. The case of Bell Weddings illustrates the value of _____.
a. organizational vulnerabilities
b. the first mover strategy
c. operating plans
d. portfolio analysis
Dale and Lisa, ranchers from Wyoming, found that the meat of their large,
slow-growing hogs were not selling in American grocery stores. However, the animals
command premium prices in Japan where the meat is enjoyed for its flavor and fat
content. The purchasing influence they are experiencing is a cultural influence.
a. True
b. False
The rate of revenues received for every dollar spent on an expense is known as _____.
a. return on investment
b. resource rent
c. earnings per share
d. return on equity
Standardized modular shipping containers maximize savings by limiting loading,
unloading, and other handling.
a. True
b. False
