A product’s package color, size and label shapes are all part of its trade dress.
a. True
b. False
The three basic strategies for entering foreign markets are import/export, contractual
agreements, and international direct investment.
a. True
b. False
A family brand is a single brand name that identifies several related products.
a. True
b. False
Subcontracting is a type of contractual agreement that assigns the production of goods
or services to local or smaller firms.
a. True
b. False
A straight rebuy is a recurring purchase decision in which a customer reorders a product
that has satisfied its needs in the past.
a. True
b. False
Census data is an example of primary data.
a. True
b. False
The service department of an automobile firm calls its customers regularly after service
to check the performance of the car. This is an example of the first level of interaction
in relationship marketing.
a. True
b. False
The North American Industry Classification System (NAICS) uses __________ digits.
The first ________ digits are fixed among the members of the North American Free
Trade Agreement (NAFTA).
a. four; three
b. six; four
c. five; two
d. six; five
e. three; two
Other things being equal, stores with a higher inventory turnover rate can cover their
costs and earn a profit while charging a smaller markup.
a. True
b. False
Entertainment Research Group specializes in rating movie theaters using input from
moviegoers. Entertainment Research Group is an example of a:
a. contract market research firm.
b. computerized data supplier.
c. full-service consulting firm.
d. limited-service research supplier.
The relative position of an individual member in a group is called _____.
a. dyad
b. norm
c. status
d. stereotype
Which of the following is true of missionary selling?
a. It is mainly used to persuade wholesalers and retailers to carry complete inventories
of the firm’s merchandise.
b. It is used by salespeople to offer low value sales incentives to their customers for
superior performance.
c. It is mostly used by nonprofit-making organizations for educating people about their
cause.
d. It is a form of direct marketing.
The Malcolm Baldrige National Quality Award is the highest national recognition for
quality a U.S. company can receive.
a. True
b. False
Core regions are locations where marketers get majority of their sales.
a. True
b. False
_____ are the marketing intermediaries in direct contact with ultimate consumers.
a. stock-keeping unit (SKU)
b. markup
c. markdown
d. retail convergence
e. scrambled merchandising
f. atmospherics
g. broker
h. general merchandise retailer
i. category killer
j. rack jobber
k. supercenter
l. auction house
m. specialty store
n. retailers
o. mass merchandiser
p. truck jobber
q. direct marketing
r. drop shipper
s. planned shopping center
t. wheel of retailing
If foreign marketing costs are so low they do not impact overall costs, the pricing
strategy to recommend is:
a. promotional pricing.
b. dual pricing.
c. market-differentiated pricing.
d. standard worldwide pricing.
Starbucks has continued to garner a large share of customer’s wallets by expanding their
product offering including additional beverages such as beer and wine as well as an
expanded food menu. Members of Starbucks rewards program can also obtain free
downloads on music, games and other applications. Starbucks strategy clearly
emphasizes that the stores are more than “just coffee” and have successfully managed to
avoid ________.
a. marketing myopia
b. competition
c. consumer disenchantment
d. single product focus
The pricing strategies seldom influence consumer perceptions of a retailer.
a. True
b. False
The product-related segmentation of consumers based on the strength of their
attachment and allegiance to their preferred products is called _____ segmentation.
a. values and lifestyles
b. business-to-business
c. psychographic
d. brand loyalty
Embargoes impose a complete ban on the import of specific products from a particular
country.
a. True
b. False
The four major elements of a print advertisement are the headline, illustration, body
copy, and signature.
What is the purpose of the signature?
a. to stimulate buying action
b. to draw the customer in
c. to inform the customer
d. to name the sponsoring organization
e. to leave the customer with questions
_____ is the process through which the ultimate buyers make purchasing decisions
about a product or service.
a. evoked set
b. consumer behavior
c. culture
d. reference group
e. Asch phenomenon
f. opinion leader
g. need
h. motive
i. perception
j. attitude
k. learning
l. subliminal perception
m. high-involvement purchase decision
n. closure
o. cognitive dissonance
p. routinized response behavior
q. shaping
r. perceptual screens
s. evaluative criteria
t. self-concept
The first step of the marketing planning process involves:
a. writing the mission statement.
b. establishing organizational objectives.
c. formulating a marketing plan.
d. hiring a senior planner.
The component of the marketing environment that consists of laws that require firms to
protect consumer rights is referred to as the _____.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
The _____ is a sequence of suppliers that contribute to the creation and delivery of a
product.
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
A firm with significant operations and marketing activities outside its home country is
referred to as a(n) _____.
a. monopoly
b. active exporter
c. multinational corporation
d. overseas marketer
Firms with large shares accumulate greater operating experience and lower overall costs
relative to competitors with smaller market shares.
a. True
b. False
A VMS in which a single owner operates the entire marketing channel is called a(n)
_____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
Subcultures are groups within a larger culture that have their own distinct modes of
behavior.
a. True
b. False
_____ describes a situation in which similar merchandise is available from multiple
retail outlets distinguished by price more than any other factor.
a. stock-keeping unit (SKU)
b. markup
c. markdown
d. retail convergence
e. scrambled merchandising
f. atmospherics
g. broker
h. general merchandise retailer
i. category killer
j. rack jobber
k. supercenter
l. auction house
m. specialty store
n. retailers
o. mass merchandiser
p. truck jobber
q. direct marketing
r. drop shipper
s. planned shopping center
t. wheel of retailing
Planning often is classified on the basis of its scope or breadth.
a. True
b. False
The basic antidote to channel conflict is effective cooperation among channel members.
Who among the following is primarily responsible for providing the leadership
necessary to achieve this kind of cooperation?
a. Vertical leader
b. Channel captain
c. Channel navigator
d. Horizontal leader
The Today Show partnered with the US National Parks in 2016 to celebrate 100 years
of national parks. Various Today Show regulars such as Matt Lauer and Al Roker were
featured visiting the parks. This campaign is an example of _____ marketing, a type of
nontraditional marketing.
a. place
b. person
c. event
d. cause
A product is priced to sell for $12 with average variable costs of $8. The company
expects to earn a profit of $400,000 with its total fixed costs of $120,000. The minimum
number of units that must be sold in order to reach this target return is:
a. 400,000
b. 130,000
c. 120,000
d. 80,000
Fair-trade laws assert the manufacturer’s authority to protect its asset by requiring
retailers to maintain a minimum price.
a. True
b. False