Sales promotions often lead to sales and profit growth in the long run.
a. True
b. False
Carlos has always been interested in the medical profession and took advanced biology
and human anatomy courses in college so he could pursue his dream of working in the
medical device industry. He’s now employed with Stryker who is a leading medical
device company offering specialized products such as artificial joints and surgical tools.
Carlos works in the orthopedics division and often demonstrates his company’s products
with surgeons in the operation room at hospitals and enjoys the opportunity to train
physicians on new equipment or devices. Carlos has an office in his apartment and
works with physicians, hospitals and medical offices in his 2-state territory. Stryker
provides a company car, computer, and expense account so Carlos can minimize his
out-of-pocket expenses when traveling to meet with prospects and customers. Which of
the following sales channels is most appropriate to describe Carlos’ position with
Stryker?
a. field selling
b. over-the-counter selling
c. inside selling
d. outbound telemarketing
When a company authorizes another organization to use its brand name, the company is
practicing brand diversification.
a. True
b. False
A(n) _____ is a structure that refers to a limited number of sellers in an industry in
which high startup costs form barriers to keep out new competitors while ensuring that
corporations remain innovative.
a. duopoly
b. monopoly
c. oligopoly
d. monopsony
The corporate website of a company is established with an intention to:
a. sell its goods and services directly to the consumers.
b. increase the purchase of its products by consumers by engaging them in interactions.
c. increase the visibility of the company and promote their offerings.
d. provide a transaction gateway for goods and services.
Sole sourcing refers to the systematic study of the components of a purchase to
determine the most cost-effective approach.
a. True
b. False
The demand for green products is increasing as consumers have responded by
purchasing more and more green goods, providing profits and opportunities for growth
to the companies that make and sell them.
a. True
b. False
Britney and Sam will be getting married in Bermuda and have started planning their
destination wedding. They would like to serve wine and champagne before the wedding
in their suite for their friends and family and thought they might bring 4 to 6 bottles of
their favorite California wine. However, they were discussing this with the on-site
wedding planner and she told them that they were allowed to enter the country with 1
bottle of wine each and any additional bottles would incur a charge of $10.63. What is
the term for the additional charge that Bermuda could charge Britney and Sam for the
additional bottles of wine?
a. tariff
b. import quota
c. trade embargo
d. export quota
Affinity marketing consists of frequent-buyer or user marketing programs that reward
customers with cash, rebates, merchandise, or other premiums.
a. True
b. False
Using the consumer products classification system, which of the following is most
likely to be true of the consumer factors for specialty products?
a. Consumers tend to purchase specialty products frequently.
b. Consumers always compare price and quality between competing products.
c. Consumers tend to regard convenience of location as very important.
d. Consumers tend to plan extensively before buying them.
Which of the following is most likely to be the reason behind why business purchasers
shift from straight rebuy to modified rebuy?
a. To comply with the Sarbanes-Oxley Act
b. To purchase a new product for the first time
c. To address a change in the organizational hierarchy
d. To address deterioration in supplier service or delivery
Because Signal Sales is losing money, its marketing director has been told to cut selling
costs. While she is unenthusiastic, the director knows that her best approach is to shift
sales personnel out of the _____ channel into the _____ channel.
a. Field selling, online selling
b. Field selling, over-the-counter
c. Over-the-counter selling, field selling
d. Online selling, field selling
e. Online selling, over-the-counter selling
The Federal Trademark Dilution Act of 1995 deals with:
a. unregistered trademarks in the marketplace and legal protection for generic names.
b. the establishment of procedures for distinguishing generic names from genericized
names.
c. the regulation of cases of cybersquatting and Internet domain name impingement.
d. the rights of a trademark holder to sue for trademark infringement.
_____ are trade sector buyers who secure needed products at the best possible prices.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
A service encounter is a point at which a consumer interacts with a service provider.
a. True
b. False
The basic objective of place marketing is to:
a. attract visitors or new businesses to a particular area.
b. influence others to accept the goals of the sponsoring organization.
c. convince people to attend a sporting or cultural event.
d. bring to the attention of the public some charitable issue.
A theater group promoting a performance to raise funds in the fight against cancer is an
example of both cause marketing and event marketing.
a. True
b. False
The board of directors of a foreign electric automobile manufacturer is deciding if they
should establish production facilities in the United States. The directors have data about
other car companies’ assembly facilities in the United States. Other than having local
manufacturing, which benefit would be the most convincing reason for the board to
follow the lead of other companies?
a. presence of so many competitors to encourage innovation
b. resilience to deal with the high risk of locating in America
c. ability to control their own distribution channels
d. some U.S. states do not have car assembly facilities
e. automobiles can always be exported throughout the world
The first step in creating an effective website is to:
a. create an eyecatching home page.
b. establish the layout of the website.
c. determine the tools to be used and their graphical content.
d. understand the purpose of the site.
A newly opened seafood restaurant advertises various deals on meal packages and
special prices on dinner packages to attract customers. This is an example of _____
pricing.
a. leader
b. promotional
c. competitive
d. list
_____ emarketing is the use of Internet for business transactions between organizations.
a. Societal
b. Differentiated
c. Businesstobusiness
d. Consumer centered
Firms focus on acquiring new customers rather than retaining existing customers, as
new customers account for nearly 70 percent of new business for a firm.
a. True
b. False
A popular cleaning services business employs the following tagline:
“Cleaning up life’s messes so you can take a breather!”
Required:
Which of the following service quality variables is best illustrated in the tagline
presented above?
a. empathy
b. reliability
c. tangibles
d. assurance
e. responsiveness
The importance of selling agents in many markets has declined because:
a. many firms are increasingly turning to financial institutions for financial assistance.
b. manufacturers want better control of their marketing programs than selling agents
allow.
c. profit margins for selling agents have been steadily eroding in perishable foods and
processing industries.
d. manufacturers prefer to contract out exclusive rights to market a product while
selling agents operate in specific territories.
Cameron is a leather artisan who creates custom satchels, hand bags, and computer
briefcases for customers across the globe. He posts photos of his work on Instagram,
uses Twitter to share fashion trends, and has virtual store on Etsy. Which factor has
made it possible for Cameron to become an international marketer?
a. the Internet
b. Cameron’s creativity
c. Cameron’s ability to Tweet catchy posts using Twitter
d. Consumer’s desire to purchase custom products
A straight salary plan for sales representatives gives management more control over
how sales personnel allocate their efforts.
a. True
b. False
As head of sales for your firm, one of your key supervision-related responsibilities is
determining an optimal span of control. You consider all of the following factors
except:
a. The complexity of your sales team’s work activities
b. The interdependence of individual salespeople
c. The extent of each salesperson’s training
d. How much each salesperson is paid
e. The ability of individual sales managers
A cosmetics manufacturer decides to educate its customers about its new product during
commercial breaks in a popular TV reality show. This represents which of the following
forms of marketing?
a. Personal selling
b. Network marketing
c. Publicity
d. Advertising
A(n) _____ is a basic type of probability sample in which every individual in the
relevant universe has an equal opportunity of being selected.
a. big data
b. exploratory research
c. secondary data
d. primary data
e. sampling
f. hypothesis
g. simple random sample
h. interpretative research
i. focus group
j. marketing decision support system
k. key performance indicator
l. predictive analytics
m. metrics
n. marketing research
o. quota sample
p. test marketing
q. cluster sample
r. data mining
s. convenience sample
t. controlled experiment
A Frito-Lay driver who covers a geographic route of grocery stores taking orders,
restocking shelves, and removing products past the expiration date is classified as a
field salesperson.
a. True
b. False
Bobby Flay is a popular celebrity chef who is famous for his use of the grill to create
his signature dishes. Recently, Bobby Flay debuted a line of grilling accessories and
believes these products will be successful because he has a loyal following among men
aged 30 to 60. What type of segmentation is utilized for this new line of grilling
accessories?
a. demographic
b. psychographic
c. geographic
d. benefit