You are on page 1of 22

Question 1 Multiple Choice out of 1 points Keeping consumers thinking about the product is the objective for which

type of advertising? Given Answer: c. reminder advertising Correct Answer: c. reminder advertising

Question 2 Multiple Choice out of 1 points Which of the following would be considered to be one of the major faults of breakeven analysis and target profit pricing? Given Answer: a. They do not take into account the price-demand relationship. Correct Answer: a. They do not take into account the price-demand relationship.

Question 3 Multiple Choice out of 1 points The rapid move toward globalization means that all companies will have to answer some basic questions. All of the following would potentially be among those questions EXCEPT: (Pick the LEAST LIKELY from among the choices.) Given Answer: d. how many international directors should we have on our board? Correct Answer: d. how many international directors should we have on our board?

Question 4 Multiple Choice out of 1 points Building selective demand is the objective of which type of advertising? Given Answer: b. persuasive advertising Correct Answer: b. persuasive advertising

Question 5 True/False out of 1 points Building primary demand is one of the possible objectives of persuasive advertising. Given Answer: False Correct Answer: False

Question 6 Multiple Choice out of 1 points "Greed is good" and "Shop 'till you drop" are slogans that might characterize which of the following social criticisms leveled at marketing? Given Answer: a. false wants and too much materialism Correct Answer: a. false wants and too much materialism

Question 7 True/False out of 1 points "2/10, net 30" is a typical example of quantity discount. Given Answer: False Correct Answer: False

Question 8 Multiple Choice out of 1 points If a company sells its product directly to the consumer without using any intermediaries, it is using a(n): Given Answer: a. direct marketing channel. Correct Answer: a. direct marketing channel.

Question 9 Multiple Choice out of 1 points The strategy used during maturity to attempt to increase the consumption of the current product is called: Given Answer: b. market modification. Correct Answer: b. market modification.

Question 10 Multiple Choice out of 1 points _____________ is the sum of the values that consumers exchange for the benefits of having or using the product or service. Given Answer: a. Price Correct Answer: a. Price

agriculture. Question 15 True/False out of 1 points One of the chief limitations of the Internet with respect to communication is format and quality constraints. Correct Answer: b. agriculture. Correct Answer: b. Question 12 Multiple Choice out of 1 points Advertising reaches almost all facets of business in the United States. expense allowance.Question 11 Multiple Choice out of 1 points The element of the compensation mix that repays salespeople for undertaking jobrelated selling efforts is the: Given Answer: b. Correct Answer: c. Question 14 Multiple Choice out of 1 points Working through independent international marketing intermediaries is called: Given Answer: b. Given Answer: True . variable amount. Given Answer: b. It has been estimated that advertising runs an annual bill of ________________ in the United States alone. indirect exporting. $244 billion Correct Answer: b. $244 billion Question 13 Multiple Choice out of 1 points One of the benefits of the most recent round of GATT talks (concluding in 1993) was that the agreement extended GATT to cover: Given Answer: b. indirect exporting.

paid ad with a response channel. advertising. the Internet.Correct Answer: True Question 16 Multiple Choice out of 1 points The integrated direct marketing campaign begins with a(n): Given Answer: a. a desire to produce abroad. followed by sales promotion. the Internet. Question 18 Multiple Choice out of 1 points The fastest-growing sales force technology tool is: Given Answer: d. Correct Answer: d. a desire to produce abroad. Question 17 Multiple Choice out of 1 points All of the following have contributed to a growing problem of complaints about product safety EXCEPT: Given Answer: a. One of these charges against the marketing system is that it creates false wants and too much materialism. paid ad with a response channel. putting more funds into personal selling. and public relations. Correct Answer: a. Given Answer: True Correct Answer: True Question 20 True/False out of 1 points B2B marketers tend to use a push strategy (push more). . Correct Answer: a. Question 19 True/False out of 1 points The American marketing system has been accused of adding to several "evils" in American society at large.

and control of sales force activities.Given Answer: True Correct Answer: True Question 21 Multiple Choice out of 1 points A retailer's ______________ is the key to its ability to attract customers. Sales force management Question 24 Multiple Choice out of 1 points If a retailer were to offer the consumer a "two for one" deal in purchasing merchandise. price packs Question 25 True/False out of 1 points . location Correct Answer: a. which of the following sales promotional techniques would have been used? Given Answer: d. Given Answer: a. Given Answer: True Correct Answer: True Question 23 Multiple Choice out of 1 points _____________ is defined as the analysis. Sales force management Correct Answer: a. price packs Correct Answer: d. planning. Given Answer: a. location Question 22 True/False out of 1 points Most critics charge that the American marketing system causes prices to be higher than they would be under a more sensible system. implementation.

quota. Given Answer: a. superspecialty store Question 29 Multiple Choice out of 1 points Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. superspecialty store Correct Answer: a. Correct Answer: c. Too often. Correct Answer: a. or preference problems. . image. marketing communications focus on overcoming immediate awareness. research shows that personal selling costs companies _______ per sales call. or preference problems. marketing communications focus on overcoming immediate awareness. For example. $170 Question 28 Multiple Choice out of 1 points A men's custom-shirt store would be a good example of which of the following? Given Answer: a. quota. Question 27 Multiple Choice out of 1 points Personal selling is an expensive form of promotion. image.Price is the only element of the marketing mix that produces revenue. Given Answer: True Correct Answer: True Question 26 Multiple Choice out of 1 points When an importing country sets limits on the amount of goods it will accept in certain product categories it is called a(n): Given Answer: a. however: (Select the MOST CORRECT statement.) Given Answer: c. $170 Correct Answer: a.

Correct Answer: b. Question 33 True/False out of 1 points A hypermarket is characterized as being a huge store (sometimes as large as six football fields) that carries a large assortment of routinely purchased items. and the eventual elimination of weaker competitors is called the: Given Answer: d.Question 30 Multiple Choice out of 1 points Conflicts between different levels of the same channel of distribution are referred to as: Given Answer: b. maturity stage. Correct Answer: b. marketing stepchild. vertical conflicts. Question 32 Multiple Choice out of 1 points Current trends in communications and promotions indicate that companies are doing less: Given Answer: b. greater competition. broadcasting and more narrowcasting. Correct Answer: b. vertical conflicts. . public relations is often described as a(n): Given Answer: b. Correct Answer: d. Question 31 Multiple Choice out of 1 points Despite its potential strengths. Given Answer: True Correct Answer: True Question 34 Multiple Choice out of 1 points The stage of the PLC characterized by overcapacity. broadcasting and more narrowcasting. maturity stage. marketing stepchild.

Correct Answer: b. One of those reasons is the: Given Answer: b. desire to penetrate the market faster with a low price. product-form pricing. indirect marketing channel Question 36 Multiple Choice out of 1 points Nonregulated monopolies are free to price at what the market will bear. indirect marketing channel Correct Answer: b. competitor's budgets represent the collective wisdom of the industry. competitor's budgets represent the collective wisdom of the industry. they do not always charge the full price for a number of reasons. Correct Answer: b. Given Answer: b.Question 35 Multiple Choice out of 1 points A(n) _________________ is a channel that contains one or more intermediary levels. desire to penetrate the market faster with a low price. it is a form of: Given Answer: b. Question 39 True/False out of 1 points . However. product-form pricing. Question 37 Multiple Choice out of 1 points One of the arguments that supports the competitive-parity method for budgeting promotions is that: Given Answer: c. Question 38 Multiple Choice out of 1 points When different versions of a product are priced differently but not in accordance to differences in their value. Correct Answer: c.

Given Answer: False Correct Answer: False Question 43 Multiple Choice out of 1 points There is an increasing amount of commerce being done via the Internet. Given Answer: c. direct marketing Correct Answer: c. Given Answer: True Correct Answer: True Question 42 True/False out of 1 points If a company chose to harvest from its product life cycle. closing Question 41 True/False out of 1 points Companies selling in global industries have no choice but to internationalize their operations. Given Answer: True Correct Answer: True Question 40 Multiple Choice out of 1 points One of the hardest stages for the salesperson to handle well is the ______________ stage. direct marketing . this would most likely occur in the growth phase of the product life cycle.Snowboarding using a Burton Snow Board could be a theme incorporated into a lifestyle commercial. closing Correct Answer: c. With respect to the promotional mix. which of the following categories would be most directly concerned with Internet commerce? Given Answer: c.

Question 44 True/False out of 1 points Retailing is defined as being all activities involved in selling goods and services to those buying for resale or business use. raw-material exporting economies. raw-material exporting economies. Correct Answer: a. category killer Correct Answer: c. Given Answer: False Correct Answer: True Question 47 Multiple Choice out of 1 points Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the following budget methods? Given Answer: a. affordable method Correct Answer: a. category killer . Given Answer: False Correct Answer: False Question 45 Multiple Choice out of 1 points The type of industrial structure characterized by one or more rich sources of natural resources but poor in other ways is called: Given Answer: a. Question 46 True/False out of 1 points Most companies see their intermediaries as first-line customers. affordable method Question 48 Multiple Choice out of 1 points A _________________ is a giant specialty store that carries a very deep assortment of a particular line and is staffed by knowledgeable employees. Given Answer: c.

cash discount Question 53 Multiple Choice out of 1 points Which of the following statements is MOST TRUE about the growth of non-store retailing? Given Answer: b. the product life cycle. More non-store retailing is conducted by "click-and-brick" . Correct Answer: d. the product life cycle.Question 49 Multiple Choice out of 1 points From the societal perspective. newspaper is where you have to be. deficient products Question 50 Multiple Choice out of 1 points The course of a product's sales and profits over its lifetime is called: Given Answer: d. Question 51 True/False out of 1 points If you want to get a mass audience. More non-store retailing is conducted by "click-and-brick" retailers than by click-only" retailers. bad-tasting and ineffective medicine would be considered to be a part of which type of product category? Given Answer: d. deficient products Correct Answer: d. Given Answer: c. cash discount Correct Answer: c. Given Answer: False Correct Answer: False Question 52 Multiple Choice out of 1 points A(n) ________________ is a price reduction to buyers who pay their bills promptly. Correct Answer: b.

store atmosphere. reference prices. Question 58 Multiple Choice out of 1 points Every store has a physical layout that makes moving around in it either hard or easy. Correct Answer: b. . Given Answer: False Correct Answer: False Question 56 Multiple Choice out of 1 points ____________ like to sit or stand very close to each other when they talk businessÄÄin fact. South Americans Question 57 Multiple Choice out of 1 points Prices that buyers carry in their minds and refer to when they look at a given product are called: Given Answer: b. reference prices. Given Answer: b. This may be offensive to foreigners. Question 54 True/False out of 1 points Product adaptation involves changing the product to meet local conditions or wants.retailers than by click-only" retailers. South Americans Correct Answer: b. This "feel" is called: Given Answer: c. almost nose-to-nose. Given Answer: True Correct Answer: True Question 55 True/False out of 1 points An indirect marketing channel has no intermediary levels.

product. Question 62 Multiple Choice out of 1 points All of the following are benefits to society that can result from company acquisition of other companies EXCEPT: Given Answer: d. Correct Answer: d. exclusive distribution Correct Answer: b. Question 63 Multiple Choice out of 1 points Through supervision. modifying the market. . a company: Given Answer: c. exclusive distribution Question 61 Multiple Choice out of 1 points The strategy whereby a company stocks its products in as many outlets as possible is called: Given Answer: a. store atmosphere.Correct Answer: c. directs and motivates the sales force to do a better job. modifying the market. a marketing manager should consider: Given Answer: b. product. Correct Answer: c. the acquisition may reduce competition. directs and motivates the sales force to do a better job. Correct Answer: b. intensive distribution. intensive distribution. Correct Answer: a. and marketing mix. Question 59 Multiple Choice out of 1 points In the maturity phase of the PLC. Question 60 Multiple Choice out of 1 points Rolls Royce uses which of the following distribution formats? Given Answer: b. the acquisition may reduce competition. and marketing mix.

Correct Answer: a. . Correct Answer: b. variable amount. growth stage Question 65 Multiple Choice out of 1 points After idea generation has occurred in the new-product development process. idea screening. variable amount. idea screening. set advertising objectives. set advertising objectives. Given Answer: c. All of the following are foreign produced or owned EXCEPT: Given Answer: a. the next stage is most likely to be: Given Answer: b.Question 64 Multiple Choice out of 1 points In the ___________. growth stage Correct Answer: c. Question 67 Multiple Choice out of 1 points The first step in developing an advertising program should be to: Given Answer: a. Correct Answer: b. a firm faces a trade-off between high market share and high current profit. Gillette razor blades. Question 68 Multiple Choice out of 1 points Many products that appear to be American are in fact produced or owned by foreign companies. Question 66 Multiple Choice out of 1 points The element of the compensation mix for salespeople that refers to commissions or bonuses is the: Given Answer: b.

Planned obsolescence Correct Answer: d. Deceptive pricing Question 71 Multiple Choice out of 1 points When one or more independent producers. wholesalers. conventional Correct Answer: d. Gillette razor blades. Question 69 Multiple Choice out of 1 points _____________ is all the activities involved in selling goods or services directly to final consumers for their personal. conventional Question 72 Multiple Choice out of 1 points ________________ occurs when products become out-of-date before they actually should need replacement. it comprises which type of distribution channel? Given Answer: d. Given Answer: c. Retailing Correct Answer: d. nonbusiness use. ______________ includes practices such as falsely advertising "factory" or "wholesale" prices or a large price reduction from a phony high retail price. and retailers operating as separate businesses make up the channel of distribution. Retailing Question 70 Multiple Choice out of 1 points Marketers are sometimes accused of deceptive practices that lead consumers to believe they will get more value than they actually do. Deceptive pricing Correct Answer: c.Correct Answer: a. Given Answer: d. Planned obsolescence . Given Answer: d.

Which of the following is the first step in that process? Given Answer: c. Given Answer: False Correct Answer: False Question 74 True/False out of 1 points Reach is a measure of how many times the average person in the target market is exposed to the message. Kellogg cereals. designing sales force strategy and structure Question 76 Multiple Choice out of 1 points IBM. designing sales force strategy and structure Correct Answer: c. of the intermediaries who are willing to carry the company's products is characteristic of which of the following distribution formats? . and Heineken beer are all examples of companies that have been able to sell their products around the world successfully using which of the following international product/promotion strategies? Given Answer: a. straight product extension Question 77 Multiple Choice out of 1 points The use of more than one. straight product extension Correct Answer: a.Question 73 True/False out of 1 points A straight product extension occurs when a company creates a new product or service for a foreign market. but fewer than all. there are six distinct major steps in sales force management. Given Answer: False Correct Answer: False Question 75 Multiple Choice out of 1 points As mentioned in the text.

Given Answer: True Correct Answer: True Question 79 Multiple Choice out of 1 points All of the following are examples of nonstore retailing EXCEPT: Given Answer: b. selective distribution Correct Answer: c.Given Answer: c. their position is classified as being one of a(n): Given Answer: a. Correct Answer: a. selective distribution Question 78 True/False out of 1 points Integrated direct marketing is a direct-marketing campaign that uses multiple vehicles and multiple stages to improve response rates and profits. order getter. Correct Answer: a. self-service retailing. selling jewelry in a clothing store. Question 81 Multiple Choice out of 1 points The typical method of retail operation used by supermarkets and nationally branded fast-moving shopping goods is called: Given Answer: a. self-service retailing. Correct Answer: b. selling jewelry in a clothing store. order getter. Question 82 Multiple Choice out of 1 points The criticism of marketing for packaging decisions that add "only" psychological . Question 80 Multiple Choice out of 1 points If a salesperson's position demands creative selling (such as in selling an airplane or insurance).

samples . but most expensive. Deceptive cost structure Correct Answer: a. luring the customer to the store for a bargain that is out of stock. Given Answer: d.value to products rather than functional value relates to which social criticism of marketing? Given Answer: b. way to introduce a new product? Given Answer: d. Given Answer: False Correct Answer: False Question 84 Multiple Choice out of 1 points ________________ includes practices such as overstating the product's features or performance. Given Answer: b. samples Correct Answer: d. Deceptive promotion Question 85 Multiple Choice out of 1 points A ____________________ is a wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation. high advertising and promotion costs Correct Answer: b. high advertising and promotion costs Question 83 True/False out of 1 points Market fragmentation has also resulted in profit fragmentation. broker Question 86 Multiple Choice out of 1 points Which of the following consumer-promotion tools is the most effective. or running rigged contests. broker Correct Answer: b.

maturity stage. product development Question 88 Multiple Choice out of 1 points The communications process should start with: Given Answer: b. Given Answer: True Correct Answer: True Question 90 Multiple Choice out of 1 points The stage in the product life cycle where the strategic focus is on maximizing profit while defending market share and pricing to match or beat the competition is called the: Given Answer: d. Correct Answer: d. product development Correct Answer: a. an audit of all the potential contacts target customers have with the company and its brands. an audit of all the potential contacts target customers have with the company and its brands. management must decide on the price steps to set between the various products in the line. maturity stage. Question 89 True/False out of 1 points In product-line pricing. Correct Answer: b. Given Answer: a.Question 87 Multiple Choice out of 1 points A company is in the ______________ stage of the new-product development process when the company develops the product concept into a physical product in order to assure that the product idea can be turned into a workable product. Question 91 True/False out of 1 points One of the differences between a merchant wholesaler and an agent is that the agent .

the right to return the product within a 30-day period. always be the lowest priced. always be the lowest priced. the right to return the product within a 30-day period. Question 93 Multiple Choice out of 1 points Traditional buyer's rights include all of the following EXCEPT: Given Answer: a. Correct Answer: a. market-penetration pricing Correct Answer: a.takes title to the goods that are processed. Superior Service. preapproach Correct Answer: b. and Unbelievable Price. Question 94 Multiple Choice out of 1 points When Dell Computer runs an advertisement that boosts "Superior Quality. market-penetration pricing Question 95 Multiple Choice out of 1 points Setting call objectives is done during which of the following stages of the selling process? Given Answer: b. Failure's Lessons for Sweet Success. preapproach ." all of the following would help to prevent failure on the part of new products EXCEPT: Given Answer: d. Correct Answer: d." they are most likely using which of the following new product pricing strategies? Given Answer: a. Given Answer: False Correct Answer: False Question 92 Multiple Choice out of 1 points According to "Mr.

cherish thy brand is a secret to success. the best salespeople have among their characteristics the ability to close a sale. Correct Answer: c. or health and beauty aids (retaining title to the goods until they were sold). paperbacks. they would seek out a: Given Answer: c. Given Answer: True Correct Answer: True Question 100 True/False out of 1 points Public relations is often described as a marketing stepchild because of its limited and scattered use. Question 97 True/False out of 1 points According to Mr. rack jobber. Given Answer: True Correct Answer: True .Question 96 Multiple Choice out of 1 points If a retailer were looking for a specialized wholesaler to set up and maintain a counter of toys. commercialization Question 99 True/False out of 1 points According to research. Given Answer: True Correct Answer: True Question 98 Multiple Choice out of 1 points Introducing the new product into the market takes place in which stage of the new product development process? Given Answer: a. commercialization Correct Answer: a. rack jobber. Failure's Lessons for Sweet Success.