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Focused public relations activities that directly support marketing goals are 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
A(n) _____ is a probability sample in which every individual in the relevant universe
has an equal opportunity of being selected.
a. accidental sample
b. convenience sample
c. quota sample
d. simple random sample
As an official sponsor of the Olympics, The CocaCola Company engages in _____
marketing.
a. place
b. event
c. person
d. organization
_____ is knowledge or skill that is acquired as a result of experience, which changes
consumer behavior.
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
Notforprofit organizations are not impacted by the rate of discretionary spending.
a. True
b. False
Efforts to restore worn-out products to like-new condition is called _____.
a. reverse engineering
b. merchandising
c. remanufacturing
d. over-engineering
A credit allowance given for a used item when a customer purchases a new item is
known as a _____.
a. rebate
b. trade-in
c. functional discount
d. cash discount
When the price of Cheerios cereal is displayed as 14.7 cents per ounce, this is an
example of _____ pricing.
a. odd
b. commodity
c. unit
d. penetration
The Gillette Company is a leader in the market for razors/blades/shaving systems for
men and women. Its product development history goes back to the introduction of the
first safety razor. Since then, it has regularly led the market in introducing products to
meet the needs of its customers. The following list outlines some of its major product
introductions:
•safety razor
•twin--bladed razor
•twin--bladed disposable razor
•pivoting--head razor
•pivoting--head disposable razor
•razor designed specifically for women
•triple--blade razor
•battery--powered razor
Gillette’s introduction of the twin--bladed disposable razor would be considered which of
the following:
a. new product
b. line extension
c. brand licensing
d. universal product code (UPC)
e. trade dress
Videotaping consumers in action is gaining acceptance as an observational research
technique.
a. True
b. False
Database marketing is not effective in identifying potential customers as it increases the
marketing and promotion costs.
a. True
b. False
New technology is being utilized by retail operations to reduce the amount of time to
track inventory and record shipments. Companies such as Target and Walmart now
require suppliers to attach a tiny chip with identification information to pallets and
cases of products. This technology is called:
a. RFID
b. ERP
c. 3PL
d. PCHIP
Vending machines and convenience food stores are not affected by the wheel of
retailing because their strategy for customer satisfaction is based on location and
convenience, not pricing.
a. True
b. False
Which of the following marketing intermediaries will most economically cover the
markets for products sold in small units?
a. A manufacturer’s representative
b. A drop shipper
c. A merchant wholesaler
d. A broker
The decision of whether or not to compete should be based on a firm’s resources,
objectives, and expected profit potential.
a. True
b. False
Cadillac has strategically sought to become known as a prestige brand among 30 to 50
year olds and routinely uses television advertising to showcase the high quality and
luxury attributes of the new models. It seeks to use _______ to separate the brand from
other US brands and be perceived more similarly to European models such as Audi and
BMW.
a. positioning
b. segmentation
c. an undifferentiated marketing approach
d. a concentrated strategy
The screening and business analysis stages of new--product development, determine the
product’s financial and technical requirements.
a. True
b. False
The retail stores in a planned shopping center maintain uniform hours of operation,
including evening and weekend hours.
a. True
b. False
A(n) _____ is a specific segment of consumers a firm believes is most likely to buy its
goods and services.
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
Buyer–seller relationships between companies involve working together to provide
advantages that benefit both parties.
a. True
b. False
Companies that excel at satisfying customers provide their employees with the
necessary tools to address customer requests and problems in a timely manner.
a. True
b. False
Individuals who aspire to become members of a certain group most often adopt its
standards of behavior and values.
a. True
b. False
When assessing the effectiveness of a website, __________________.
a. marketers recognize that clickthrough rates are increasing
b. engagement measures how many pages a user views
c. conversion rate measures how much time users spend on sites
d. revenue is not the major objective
e. companies are not looking to increase brand loyalty
Improved product quality and superlative customer service can help a company gain a
competitive advantage in the marketplace.
a. True
b. False
Designers of a physical distribution system begin by establishing acceptable levels of
customer service.
a. True
b. False
Marketing activity other than personal selling, advertising, guerrilla marketing, and
public relations that stimulates consumer purchasing and dealer effectiveness 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
Exporters who adopt market-differentiated pricing seldom change the price of their
products.
a. True
b. False
The _____ of a social media marketing plan examines and evaluates the competitors’
presence in social media, including the platforms and tools they select and their overall
effectiveness.
a. competitive analysis
b. executive summary
c. overview
d. body
What is the sum total of information related to a firm’s markets, which a firm gathers to
better understand its customers?
a. Marketing data
b. Marketing research
c. Marketing intelligence
d. Marketing strategies
A company incurs fixed costs of $35,000 and average variable costs of $7 per item.
This company sells 10,000 units and just breaks even. The unit selling price for the
product is:
a. $10.00
b. $7.35
c. $17.00
d. $10.50
End-use application segmentation focuses on the precise way in which a business
purchaser will use a product.
a. True
b. False
_____ is a cooperative arrangement in which two or more businesses jointly promote
each other’s products.
a. Internal marketing
b. Cobranding
c. Comarketing
d. Seller lock-in
